Lee Odden

All Marketing Should Be Optimized – Geoff Livingston & Gini Dietrich

Lee Odden     Guest Posts, Online Marketing
Marketing in the Round

Photo Credit: Geoff Livingston - Flickr

[Note from Lee: The growing trend towards integration of marketing and communications disciplines has brought a tremendous demand for guidance and insight. I’m happy to say that my friends Geoff Livingston and Gini Dietrich have published a new book about just that. We rarely publish guest posts but the message of integration and optimization in this book blend perfectly with our core messages here.]

One of our favorite books to come out in a long while is Lee’s Optimize. We love the three discipline approach — content, search and social — to online marketing. Without integration across all marketing disciplines we fail to understand the customer experience.

We just published Marketing in the Round on a overarching integrated communications, traditional and new, and see online as the backbone for all marketing today, on or offline.

Consider the customer experience. They weave between traditional broadcast and print media into online seamlessly. For example, someone could ride their local train or subway, see ads, surf the Internet on their mobile phone, read a magazine (on their tablet or not), or a host of other activities.

You get the point. Customer media use supersedes tactical practices. That’s true for both B2B and B2C, though as Lee points out in his book, these sales cycles are very different.

Multichannel marketing applies to traditional print, broadcast, mail and PR approaches, too. They should all be optimized for search, too, with messaging and keywords that will invoke familiarity with stakeholders regardless of which media form they are seen.

Think about it. Customers search when they are looking to find something. If you optimize online ads, content, social and SEO so that search indexes your company’s name first, then you absolutely need your print ads, direct mail, press documents, white papers and broadcast ads to use the same keywords.

A customer may not even realize it, but they are mentally associating these words — message components — with your brand. When they search, they will use the keywords, and your optimized content will naturally come up in the top results. More importantly, it will already be familiar to your customer.

Take it a step further and add your creative, ads and content to the web site in a the modern press room. Transcribe the broadcast media so the keywords are searchable. Make them shareable. and start real discussions on them. Even ask for feedback on the ads. All of your traditional content can be repurposed, optimized and indexed for social and search.

That’s why all marketing disciplines should be integrated and operate together as a collective whole. Marketing in the Round discusses selecting traditional tactics and newer disciplines like social, online and mobile. It’s about how to weave them together to achieve the common objective.

Geoff Livingston is an author and marketing strategist, and serves as VP, Strategic Partnerships for Razoo. A former journalist, Livingston continues to write, and most recently he co-authored Marketing in the Round, and authored the social media primer Welcome to the Fifth Estate.

Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communication ?rm. She also is the founder of the professional development site for PR and marketing pros, Spin Sucks Pro and co-author of Marketing in the Round.

PoorSo SoOKGoodAwesome (1 votes, average: 4.00 out of 5)

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. Thanks for making an exception for us, Lee! It’s no surprise I’m a big fan of yours and I’m halfway through Optimize so expect a review from me soon!

  2. Avatar Dan Sacapano says

    Lee, very interesting article that gives your reader a macro-view of the various marketing media and the importance for them to ‘handshake’ rather than compete.  

    This is a great example of the principle…”the sum of the whole is greater than the sum of its individual parts”. (Aristotle)
    There are no shortcuts to proven highly effective marketing. One must be willing to pay the price in terms of the time and effort required to master sales and marketing basics. What intrigues me however, is the ease with which some pros can take a marketing medium and quickly and effectively leverage its benefits.As for ‘paying the price’ side of the equation…I like the idea of enjoying the price rather than paying the price. It is always rewarding to see positive results from a system you’ve learned.

  3. Thank you so much for this post, Lee!  We really appreciate as Gini said.  You are the best!

  4. It was a good post about the new book of your friends Geoff Livingston and Gini Dietrich .This book seems so great.I like to read this book soon.

  5. Great site and very good value.  Really appreciate the work you guys are doing here.


  6. I always tell my clients that offline marketing (and social media marketing to some extent)  is all about demand creation and SEO is all about capturing existing demand.

  7. hmm there is a perfection in this website nice keep on continuing will be back again to ur site

    thanking you

  8. Avatar Dan_GreenRope says

    Great advice! I will definitely check out this book. It’s true, optimizing different forms of content will lead to greater product awareness. Working for a marketing business suite, Greenrope.com, has shown me that a controlled combination of the different aspects of online marketing is the key to success.

  9. Avatar jeanii roonit says

    I wonderment why other professionals don’t respond your website overmuch m happy I plant this.
    NJ seo company

  10. Avatar DONT_MIND says

     I like this blog so much and I like bhabhi
    ka doodh wali kahani and choot kahani its cool urdu
    chudai kahani

  11. Yha  Lee, You Are 100% right in this Concern, that All Marketing Should Be Optimized to get more customer and more Success. But But But The Optimization Technique changes every time, what i mean by this is Google Algorithm is Changing every now and there
    So One Has to stay updated with What is Working Now…  

  12.  Internet marketing requires research and analysis effort for individual website, followed by optimization of website.