Search and Social: The Definitive Guide to Real-Time Content Marketing (Paperback)

Rob Garner

  • 出版商: Sybex
  • 出版日期: 2012-11-06
  • 定價: $1,050
  • 售價: 1.9$199
  • 語言: 英文
  • 頁數: 408
  • 裝訂: Paperback
  • ISBN: 111826438X
  • ISBN-13: 9781118264386
  • 相關分類: 行銷/網路行銷 Marketing
  • 立即出貨 (庫存 < 3)

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商品描述

Leverage and implement search and social media together in real-time to win the hearts and wallets of customers 

Search and Social is a detailed, hands-on guide to building a successful real-time content marketing platform. Real-time content marketing is the emerging practice of using both search marketing and social publishing tactics to help your audience find you and you them in order to attract and engage customers to ultimately increase revenue. It requires both traditional SEO publishing and social engagement principles, and most importantly, it requires the marketer to be active and present in a synaptic digital world that keeps going 24/7. This book shows you how to develop, implement, monitor, and optimize strategies and tactics for developing a strategic plan that encompasses content, platform, and community management, emphasizing the interdependent elements of search and social together. Including all up-to-date tools and technologies, this practical guide explains how to use the right tools for everything from creating search and social content to effectively using social media platforms. 

This book is a must-read for SEOs, social media marketers, content marketers, Internet marketing practitioners, marketing executives, and CMOs. SEO and social media can no longer operate in silos, as each discipline is now reliant on its counterpart to achieve its greatest potential. The bottom line is that social marketers must understand search marketing and SEO to extend the value of their efforts, and search marketers must understand the elements of social to succeed in becoming more visible. “Search and Social” cuts to the chase and shows you the exact areas where search and social overlap, and how this synergy creates the imperative for marketers to shift to a real-time and participatory approach with their publishing efforts. Real-time marketing and publishing leverages social and search strategies and technologies, but also emphasizes the element of being present in your marketing efforts, in a digital world where your customers never sleep.

The book includes details on the combined "search and social" elements of blogs, video, images, forums, keyword research, market research, press releases, social copy writing, content strategy, social media platforms, schema.org, among many others. Some of the new topics that will be discussed and introduced include the share graph, 2nd-tier search visibility, recency as the new relevancy, social relevancy, the living natural language of search and social users, establishing authority and trust with people and search engines, connectedness, acting authentically in the spirit of the target audience, and participatory publishing techniques.    The book also provides the follow ways to think and execute on search and social strategies in real-time:

  • Outlines how combined search and social technologies have changed the digital publishing landscape forever 
  • Outlines a process for preparation to act "in-the-moment" with your digital content marketing efforts
  • Shows how to optimize social profiles and spaces for extended search engine visibility, and extended visibility in networks
  • Provides a new framework for understanding how search engines are becoming more social, and how social networks are becoming more algorithmic
  • Illustrates how to use the social graph to build your link graph for search engines, using likes, +1s, Retweets, and more.
  • Offers an up-to-date guide for developing, implementing, monitoring, and measuring real-time content marketing efforts
  • Provides insight into using social keyword research techniques to better communicate with and find your audience in networks 
  • Illustrates how networks use traditional search concepts to extend and trigger content, and how to take advantage of these systems in a relevant way 
  • Features many illustrative, real-world case studies
  • Includes the nitty-gritty technical details, like how to set up RSS feeds for content, integrating Twitter, and more
  • Illustrates how a robust real-time and participatory social content strategy can extend visibility in search engines 
  • Interviews with some of the leading experts in search, social, and real-time content marketing
  • Written by a leader in the search and social marketing industry

Praise for Search and Social  

Rob Garner is a search marketing stalwart and long time industry commentator. His new book provides revealing insights into real-time marketing and how practitioners can take advantage of tools and techniques to maximize ROI. These days you can’t say ‘search’ without saying ‘social.’ So read the book that explains it all and glues the two together.

— Mike Grehan, Publisher: ClickZ, Search Engine Watch and producer SES Conference & Expo

Rob Garner has been one of my favorite authors for online marketing topics for the past few years. I consider his views and thought leadership to be very valuable and relevant. His book is no different than his articles. This is a must read for anyone who is serious in this space.

— Joe Laratro, President, Tandem Interactive 

As an author myself, I realize the effort and pain that goes into writing a book. And the approach Rob has taken is excellent. This book covers all of the key elements of search and social with explanations, examples, common issues, bulleted lists and more. It questions and explains the common concerns of anyone trying to succeed in this rapidly changing space. My best comment is that I will buy copies for my staff.

— Bruce Clay, President, Bruce Clay Inc., author of Search Engine Optimization All in One for Dummies  

商品描述(中文翻譯)

「整合並實時地在搜索和社交媒體上進行操作,以贏得客戶的心和錢」是一本詳細而實用的指南,旨在建立一個成功的實時內容營銷平台。實時內容營銷是一種新興的實踐方法,它結合了搜索營銷和社交發布策略,幫助您的目標受眾找到您,同時也讓您找到他們,以吸引並參與客戶,從而增加收入。它需要傳統的SEO發布和社交參與原則,最重要的是,營銷人員需要在一個24/7不停運轉的數字世界中保持活躍和存在。本書向您展示如何制定、實施、監測和優化策略和戰術,以開發一個包括內容、平台和社區管理的戰略計劃,強調搜索和社交的相互依存。本實用指南包含所有最新的工具和技術,詳細解釋如何使用正確的工具來創建搜索和社交內容,並有效地使用社交媒體平台。

這本書是必讀的對象包括SEO專家、社交媒體營銷人員、內容營銷人員、互聯網營銷從業人員、營銷執行官和首席營銷官。SEO和社交媒體不能再獨立運作,因為每個領域現在都依賴於對方才能發揮最大潛力。社交營銷人員必須了解搜索營銷和SEO,以擴大他們的努力價值,而搜索營銷人員必須了解社交的要素,以在提高可見性方面取得成功。《搜索和社交》直截了當地展示了搜索和社交重疊的確切領域,以及這種協同作用如何迫使營銷人員轉向實時和參與式的發布方式。實時營銷和發布利用了社交和搜索策略和技術,同時強調在一個數字世界中的存在感,其中您的客戶永不休息。

本書詳細介紹了博客、視頻、圖片、論壇、關鍵詞研究、市場研究、新聞稿、社交文案寫作、內容策略、社交媒體平台、schema.org等結合搜索和社交的元素。一些新的主題將被討論和介紹,包括分享圖表、二級搜索可見性、最新性作為新的相關性、社交相關性、搜索和社交用戶的活生生的自然語言、建立與人和搜索引擎的權威和信任、連接性、以目標受眾精神真實行事、參與式發布技術等。本書還提供了以下實時搜索和社交策略的思考和執行方式:

- 概述了結合搜索和社交技術如何永遠改變數字發布的格局
- 提供了準備在數字內容營銷中即時行動的過程
- 展示了如何優化社交個人資料和空間,以擴大搜索引擎和網絡的可見性
- 提供了一個新的框架,了解搜索引擎如何變得更加社交,以及社交網絡如何變得更加算法化
- 說明如何使用社交圖表來建立您的搜索引擎連接圖表,使用讚、+1、轉推等
- 提供了一個最新的指南,用於開發、實施、監測和衡量實時內容營銷努力
- 提供了使用社交關鍵詞研究技術更好地與目標受眾在網絡中溝通和尋找的見解
- 說明了網絡如何使用傳統搜索概念來擴展和觸發內容,以及如何以相關方式利用這些系統
- 包含了許多生動的實際案例研究