Lee Odden

Integrated SEO, Social Media & Content Marketing at Fusion Marketing Experience 2012

optimized integrated online marketingThe new book on internet marketing we’ve recently published, “Optimize“, has been very well received and I’ve been doing a number of interviews and speaking engagements (as you do) around it. One of the most common questions I hear concerns the challenges of implementing an integrated “optimized and socialized content marketing” approach within an organization.

This is a reasonable question, because while it makes sense that content, SEO and social media (as well as email, online PR and advertising) should work together, the challenge for many corporate marketers and communications professionals is how. That’s where a good approach and plan come in to play and Optimize is a blueprint for such a plan – in particular, when it comes to optimizing and socializing content. Here are a few key considerations for integrating these high impact online marketing tactics:

The challenge of optimized integration. When SEO is owned by marketing and public relations runs social media and content creation is shared across multiple departments, integration of those tactics across a company’s content efforts can be a challenge. What brings things together are:

  • Leadership support through common goals
  • Identification of how an integrated approach will help each individual group as well as the company overall
  • Training, process and tools/technology to enable integration of tactics

Find the low hanging fruit for an integration project and share the results upstream and horizontally. Make sure that as different departments work together to integrate Social, SEO and content (as well as other online marketing tactics where appropriate) that there is a feedback mechanism in place for those involved to see that they are having an impact. Even if it’s not specific to them, showing a trend line of how something like website traffic, or share of voice or leads and sales have improved during the time integration best practices are in place can be very motivating.

Make sense?

This week I’m in Belgium on my continued travels to spread the good word about an “Optimized State of Mind” and integrated online marketing. On May 3rd I’m giving a keynote presentation at Fusion Marketing Experience “Digital Marketing Integration: the Mix of Social, Search and Content“. Details on this keynote:

The sheer volume of content produced and shared by connected consumers is overwhelming. With independent search, social media and content marketing efforts, brands are hard pressed to find an effective model for integration.

The search and social web are reliant on content and it is through more effective content marketing that brands can cut through the noise to meaningful customer engagement and sales.

This keynote will outline key trends in the relationship between consumers and content by understanding Discovery, Consumption and Sharing preferences and how a content marketing strategy that integrates the best of SEO and Social Media can boost Digital Marketing effectiveness.

On May 4th I’ll be doing a workshop at Fusion Marketing to put those key integrated concepts into action: “Setting up a Winning Customer-Centric Content Marketing Strategy”. Details on this workshop:

Who are your customers? What do they care about? What content do you need to create in order to guide customers through the sales process from attention to purchase to advocacy? Get answers to these questions and more with a customer-centric content marketing strategy.

Improving content marketing isn’t about creating more content. It’s about content that’s meaningful vs. mechanical for customers that also inspires engagement and business outcomes. Effective content marketing helps brands reach more people ready to buy, refer and share. This workshop will provide the framework for an Optimize and Socialize approach to content marketing to attract and engage customers across the buying cycle.

Granted, I’m looking forward to a weekend in Antwerp and Brugge but I’m also excited to give these strategic and tactical presentations that exemplify the key messages of Optimize. Since the vast majority of our readers are not in Belgium this week, please be sure to check out future speaking events in the right sidebar of this site.

PoorSo SoOKGoodAwesome (3 votes, average: 4.67 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. Avatar Andy Smith says

    This is a good post for a good tool. I recommend it to all people who want to maximize you SEO.

  2. Thanks Noel, there’s such a rush to revenue that the whole “fail to plan is a plan to fail” thing is in full effect for far too many companies trying to leverage integrated tactics.  It’s rainy and foggy today, perfect weather for a conference 🙂  But I’m hoping things clear up by the weekend.

  3. Hi Lee
    Fusion is the real deal me thinks but it always depends on the clients objectives & resources don’t you think? I always follow the SOSTAC marketing model from PR Smith. Integrating on & offline channels, Online PR with real time social media is a key for some clients i work with (events management). Love your posts always make me think enjoy Europe & pop into Brighton UK sometime a warm welcome awaits 🙂

  4. Thanks, I’m always pushing video for SEO, and this gives me other useful information for social media. http://www.theonlinevideomarketer.com

  5. Avatar 001faren says

    If you are looking designed for on-site hardware and software repairs/maintenance, servers inexperienced or moment pass, head waiter parts, head waiter support, moment pass laptops and desktops, or a minute ago data backups and security we will be able to gather your needs.. Our skilled IT technicians are untaken to aid you with your top-notch of equipment, . Please visit our position and knowing many more designed for Miki pros

  6. I am so eager to know more about “Optimized State of Mind” and integrated online marketing you are going to spread. It seems a new topic for me and i want to know where can i have information about them?

  7. Great concept Lee!! I like your new book ‘optimize’ and I have never read this before. Hope it contains all useful information. Thanks for the post!!

  8. Avatar Hm Adnan says

    I thin that the search engines has been (or has had the ability of) bright & blacklisting websites for a while obviously in reaction to black hat SEO but probably for other factors too. I described Google’s 2006 certain in a statement on SEW i.e.

    System and means for assisting magazine viewpoint in the position of look for results US Patent 7096214 registered 11 decades ago that contains the following: For each web page/site determined as preferred and non-favored, the authors may figure out an magazine viewpoint parameter for that site… This would allow the host to modify the ranking of a particular website up or down ‘depending upon whether the website is favored or non-favored

    As for the prevent websites choice. I actually like it in concept. I often come across websites that I know are ineffective but keep happening in certain looks. To me, they are just disturbance that I’ve sometimes eliminated using particular (not) labels. This is a better way as I never danger dropping products that could be useful with the tag. Like this site http://odesktests.weebly.com/

    Maybe a better strategy though would be to do something like the Appeared websites – and put them at the end of the first web page of your look for with a concept saying “Blocked websites for xxx” (but actually taking out them from the outcomes apart from this. That way 3 several weeks later when you have overlooked that you clogged them, they can be easily unblocked. Thanks for sharing me..


  9. Avatar jer james says

    I’m fascinated with your article. This article is very
    facilitating a good quality. It is very informative and superb. I like this
    article. It is certainly very useful for me to invest. Thank u very much for
    providing us such good information through your article.

  10. Avatar seoindiaonline says

    I’m interested with your content. This content is very
    facilitating a top excellent. It is very useful and fantastic. I like this
    article.Thank u very much for providing us such reliable details through your content.


  11. Avatar Business Advertising NYC says

    I suppose the writer of this
    blog is a professional writer. He writes in very good style.