Chapter 1 – Setting the Stage for an Optimized State of Mind – Optimize

We live in an age of information overload, rapid technology growth and constantly evolving consumer behaviors.  Marketers need to understand the roots of these changes and how to apply the principles of optimization for a more customer centric content and social media marketing strategy. This chapter introduces the model of customer information Discovery, Consumption and Engagement as a way to make sense of integrated SEO, Social Media and Content Marketing. Whatever can be searched can be optimized which means a diversity of content as well as a focus on customers, experiences and business outcomes.