The first book I ever read about content marketing was Optimize by Lee Odden.
Lee Odden has 14 years experience in internet marketing and is currently CEO of Top Rank Online Marketing.
Optimize is divided into three sections, or more aptly, phases:
Phase 1: Planning
Basically this phase goes into background information about customer behaviors in search and social media in regards to content, and how they have changed over time.
After this it goes into the importance of research, setting objectives and implementing a complete content strategy that incorporates SEO and Social Media.
Phase 2: Implementation
This is the “meat” of the book.
It’s where you get into the strategies and tactics of content marketing, and where you can expect to learn about things like personas, keyword research, editorial plans, content curation, SEO, social media, link building, and measurement.
Phase 3: Scale
Phase 3 discusses three case studies that consists of a small business, a medium business and a large company, and how they can use content marketing to grow.
Overall I found this book to be more about gaining an understanding of content marketing as opposed to practical and actionable steps that you can follow to a tee. It’s excellent for someone who wants to study content marketing, and for the business owner it puts you on your own path to content marketing, which differs for everyone.
The only thing I disliked about Optimize was that it was hard to read in some places. Some of the sentences were longwinded and hard to understand.
But if you overlook that little detail, you’ll find that Lee has plenty of invaluable information to impart to you.
In reading Optimize, the main message I got from it is as follows:[box]It’s important to take what Lee calls a “Holistic” approach to content marketing.
Content marketing is not just about creating content.
It’s not just about getting traffic through Google from producing content.
Content marketing is a whole strategy that implements content, SEO and Social Media. And this must be carefully planned, tested and refined to get the best results from your content marketing efforts.[/box]
Have you read Optimize by Lee Odden? What did you think of it?