Optimize by Lee Odden

Author:Lee Odden
Language: eng
Format: mobi, epub
Publisher: John Wiley & Sons, Ltd.
Published: 2012-03-21T21:00:00+00:00

With so many companies and individuals publishing content online, how do we stand out?

How can we build thought leadership in our industry with prospects and the media?

How can we gain SEO benefits efficiently?

How can new content, along with useful resources we curate, fit within our online marketing mix?

How do content creation and curation work best together to inspire customers to buy?

When I started blogging late in 2003, my passive objective, outside of learning about blogging as a communications and marketing platform, was to assemble interesting stories and add some of my own commentary. If you had asked me back then why I was blogging, my reply would have been something about building credibility and sharing industry news with staff and clients. Looking back, I was clearly curating content. Not just for friends, but for the online marketing industry at large. Through a combination of speaking events, curation, and original content, our agency was able to attract all of our new clients over the past 10 years without a sales team or buying advertising. (For a sample of our blog, see Figure 9.1.)

FIGURE 9.1 25 Women Who Rock Social Media

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