Trending Now

Book review: Optimize by Lee Odden

I’ve known Lee Odden for years, and if you don’t know him, why not? Lee runs one of the top blogs around at and is a well-known speaker and consultant on all things digital marketing, but this is his first book, which I have been waiting for. It doesn’t disappoint. Optimize is a thorough treatment of the three biggest converging trends in digital marketing: content marketing, SEO, and social. Rather than treating each of these as separate silos, Lee artfully weaves them together into a single strategy that allows you to take full advantage of the synergy achieved when you approach everything together.

This book is chock-full of ideas, so you can’t really get a flavor for it in this short post, but here are a few highlights:

  • Objectives. Don’t settle for all marketing and sales objectives, despite their importance. Realize that these techniques can be applied to many things that companies do, including customer service, recruiting, and more.
  • Content Marketing PlanLee’s six steps to better content marketing shows you exactly how to integrate your content ideas into a sequential process that provides measurable value.
  • Personas. A staple of Web design and usability, personas are often ignored for content marketing and SEO, but not by Lee.

There are ideas on every page, but these are just a few. Optimize isn’t just another overview of digital marketing. Lee’s years of thought leadership are blended with deep client experience to produce a combination of cutting-edge ideas that are oractical enough to implement for any business.

If you miss this book, don’t blame me. I told you.

Mike Moran

Mike Moran is a Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also served as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website,, most recently as the Manager of Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He was a Senior Fellow at the Society for New Communications Research and is now a Senior Fellow of The Conference Board. A Certified Speaking Professional, Mike regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide

Join the Discussion

Your email address will not be published. Required fields are marked *

Back to top Back to top