Lee Odden

BlogWorld LA: Optimize & Socialize For Better Business Blogging

optimize socializeAfter a successful Blog World Expo New York, I’m very much looking forward to BlogWorld Los Angeles in just under 2 weeks.  Judging from the conference agenda, there’s an impressive roster (275+) of experts, pundits and long time bloggers presenting on just about every relevant topic you can think of.

Blogging has been cited as one of the most effective forms of social media marketing for achieving top visibility in search and on the social web and corporate investment in social media is growing significantly. This is as true for agencies like TopRank Online Marketing as it is for any business with a good story to tell. We’ve promoted blogs as the centerpiece of a hub and spoke model that has been adopted by many other agencies and corporate marketers.

While there are numerous success stories and sources of best practices, most companies handle their business blog in a way that disappoints. Even those corporate blogs that do manage to implement a customer-centric editorial plan, neglect to leverage key discovery and engagement channels like content optimization for search engines and social media optimization.

On November 5th, I’ll be giving a presentation to help business bloggers solve that problem and more, with “Optimize & Socialize for Better Business Blogging“. This presentation  will identify key principles and specific tactics that I’ve learned over the past 8 years of blogging here and for other sites, plus working with numerous client blog consulting projects. The session will provide hard won insights into leveraging SEO and Social Media as key tools for blog content planning, creation and promotion from the editor of the only 3 time #1 ranked Content Marketing Blog (Junta 42), #2 Social Media Blog (Social Media Examiner), top marketing blog (Advertising Age).

Key takeaways for the session include:

1. Plan your way into an infinite number of compelling and relevant content ideas that boost search traffic & engage readers
2. Create campaigns that incorporate blog content with other marketing tactics for extended search & social visibility
3. Promote blog content that inspires social sharing, link building and search traffic

In each area I’ll break it down into:

Blog Content Ideas & Planning

  • Key Problems:  Running out of ideas, Lack of effective ideas, Difficulty in sourcing contributors
  • Solutions: Tapping into front line staff, community and the competition using a feedback loop that will boost effectiveness and motivate others to join in.

Blog Content Creation

  • Key Problems:  Corporate narcism, inconsistent publishing and quality as well as content that does not result in the desired outcomes.
  • Solutions: Audience empathy and guidelines for content strategy that result in content that inspires action and sharing.

Blog Content Promotion

  • Key Problems: Great blog content with low subscriber counts and poor engagement.
  • Solutions: A process to integrate blog content distribution and syndication as well as engagement that will leave readers waiting to see what will come next.

As I’m prone to do, I’ll pack as much actionable information as possible into the session and provide a copy of the PPT deck to attendees. 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. I’ll be there Lee.  Looking forward to it!

  2. Very interesting topic, Lee. I am sure you will waaw the crowd. I hope you can upload the PPT on SlideShare later on. I agree with you 100% on the importance of incorporating blogging into a business’s overall social media strategy.
    To me, the biggest challenge is that many businesses are getting to realize the value of blogging which makes writing outstanding content a daunting task due to the fierce competition.
    And with information overload, finding real “goodies” is very time consuming so I started
    “spying” on the Twitter lists and favorited tweets of social media gurus in my relentless  quest for great content.
    How are you dealing with information overload and keeping up with the latest trends without losing yoursanity?!  I bet you hear this question all the time. lol

    • FIlters and just turning things off are how I deal with overload. In fact, if I ever feel that way, I get up and go talk to a real human being. That usually does the trick. Or lots of coffee. 🙂

  3. Avatar Michael Stevanus says

    Associating your company with credible content is not something to ignore just because blogging is becoming more valuable to businesses. Having the ability to automate your content to each social networking platform not only increases your engagement and builds up your audience, but if you tag each story with specific keywords and categories, you can increase your SEO efforts significantly over time.
    Combining both functions also increases the size of your site, adding more to your cached pages in Google, and making Google view you as more of an authority for the web. Jason Corrigan of Boston MA has been showing businesses throughout the northeast this principle and it works excellently.

  4. Avatar Nicholas Cote says

    Good article again Lee. Thank you for acknowledging that blogging is the most effective tool for maximizing your search engine appearances. Many consumers and businesses are blinded by the number of “followers” they have on standard social media pages like Twitter and Facebook when in actuality it’s their content that they create that produces the best results. Looking forward to hearing how BlogWorld L.A. goes.

    Nicholas Cote

  5. Avatar Sydney @ Social Dynamics says

    One of the things that cripples me sometimes when I create blog content is ideas. It feels like after a point, you do run out of them and it’s one of those frustrating moments. I guess, I should try reaching out to my audience, it seems like a great experiment.