Lee Odden

#Optimize Your Online Marketing With Social Media, SEO & Content

Lee Odden     Online Marketing, SEO, Social Media

OptimizeWith the boom in brands publishing content and the explosion of user generated content from social networks, the competition to stand out is only going to get more challenging for companies that rely on the web to attract new business.  Online Marketers that adapt, evolve and scale through a more holistic approach to marketing online gain both short and long term benefits, distinct from competitors reliant on the latest tactic du jour.

The process of change starts with acknowledgment that change is needed and then extends to identifying goals, understanding target audiences & communities, developing an approach and tactical mix for reaching business objectives. Assessing a starting point is usually accomplished through an audit, research and benchmarking for future performance tracking.

When taking a look at our TopRank Slideshare account for past presentations I found one on Social Media & SEO from back in 2007 offering the following advice:

  • Inventory your media & content
  • Keyword optimize your media
  • Research social media communities
  • Make it easy for readers to save/share content
  • Create profiles and grow a network of friends
  • Participate in the community
  • Measure results

That’s as solid advice today as it was then. As a advocate of the power of optimization (not just search engine optimization but optimizing online marketing for better performance) it’s interesting how much hasn’t changed in the past 4 years.  No matter what BS certain mainstream publications or social media pontificators say, SEO brings a competitive advantage to an online marketing mix.  It may not be the silver bullet it once was, but SEO is an amplifier and catalyst to Social Media and Content Marketing. What smart marketers know, is how and when to apply SEO best practices to extend the reach of their social media and content marketing efforts.

Last week I gave my first presentation at Social Media Breakfast Minneapolis St. Paul #SMBMSP on the intersection of SEO, Social Media and the importance of Content in Online Marketing. In order to scale the impact of Social SEO & Content, internal advocates need to become Social SEO Heroes that can lead, educate and support the organizational change necessary to empower business social media and SEO literacy.  This presentation starts with context and perspective, then provides a framework and even specific tactics for the Content Marketing Trilogy of  Discovery, Consumption and Sharing. I hope you find it useful and share your feedback in the comments.

I’m looking forward to giving a more Content Marketing centric version of this presentation at Content Marketing World: “A Content Marketer’s Guide to SEO and Social Media Strategy” on Thursday, Sept. 8th in Cleveland.

After that I’ll be giving the opening keynote at the 2nd Annual Minnesota Blogger Conference with a presentation on how I’ve used blogging to grow our business from a tiny lifestyle company to one of the best known agencies for online marketing in the U.S.. I hope to see you there.

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Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.


  1. That advice was true in 2007, it was also true back in 1995 when I used to do business on CompuServe and AOL, which were basically social networks (they were also internet providers) back in the day before the FB and Twitter era. I think that advice will always withstand the test of time, it’s also good for offline business, the more you grow your network and be a part of the community around you the more success you are likely to have.

    Thanks for sharing your presentation Lee.

  2. Comment sense isn’t. So sad. Yet so true.

  3. Thanks for sharing your presentation. A lot of it remains relevant. Good luck in Minnesota.

    • Appreciated Denise – the embedded deck is from last week, good to see you don’t feel it’s outdated already. Oh, and hello from San Francisco.

  4. this is very useful stuff..It gives the marketing explanation from top to bottom..make my day worth..thanks again..

  5. For marketing and marketers, its fine. But what about content blogs like this one?

  6. Great presentation, building connections is the most important aspect of online marketing with SM for me, thanks.

  7. Avatar Sydney @ Social Dynamics says

    Great presentation! I do agree though, that with the influx of content, it is necessary to present something different and being optimized will only help you in the long run.

  8. Avatar Christy Itamoto says

    Great post! SEO is definitely one of the pieces of the online marketing puzzle. Every online marketer should learn it to complete the puzzle. Wishing you the best in Minnesota on the 8th!

  9. Avatar Heather Robson says

    Provide value, get it in front of the right people (those who are interested), and be a good community member. It’s a timeless approach, but it’s amazing how many people forget it. Thanks for the reminder.

  10. Avatar peter social media marketing says


  11. This blog does quite well with an optimize and socialize approach actually.