Book – Optimize

OptimizeAfter attending a conference where Lee’s book has been mentioned more than twice, and not only by Lee himself…   I had to make sure to get the book 🙂

Great content is not great until it is discovered, consumed, and shared.

The question is how to optimize the content holistically

Competent SEO and Social Media person is not effective if he or she does not know how to navigate large and complex organization. In this case, success depends on political and organizational savvy and not only on mastery of the concepts of content marketing.

Effectiveness of SEO tools depends on the skill of the user (as any other tools, such as web analytics, etc.)

Content is basics for search; content is not a King, it is a Kingdom

sandwichUnderstanding relationships between marketing channels could be difficult for marketers working in silos.  Lee’s favorite metaphor to explain SEO, content and social is a peanut butter and jelly sandwich, where SEO is peanut batter, social media is the jelly, and content is bread that holds it all together.

Primary value of search engines (and SEO) is to connect people with answers.  Content provides answers 🙂

6 steps for better content marketing strategy

  1. Objectives
  2. Audience
  3. Content plan (content topics, content mix as it relates to buying cycle)
  4. Promotion of content to content users, content influences; resulting links is an additional benefit)
  5. Engagement (social networks, advocates, etc.)
  6. Measurement (based on objectives)

I loved the statement that “social media strategy” is not a “social media strategy” in isolation, but a marketing strategy that factors in social media.

Brandividuals – people who are acting their company’s brand (the term was around for over 5 years, but I have not noticed it before)

Example of broader business goals related to content marketing:

  • Elevate brand perception
  • Establish thought leadership
  • Drive customer engagement
  • Provide better customer service
  • Increase customer retention
  • Grow customer advocacy and referrals