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At the recent Digital Impact Conference in New York, roving reporter, Martin Waxman, caught up with Lee Odden. Lee, as most of you know, is the CEO of TopRank and the author of new book, Optimize.

Lee has been talking to PR professionals for a long time about how to diversify not only their thinking, but also their skill sets.

As a side note: I (Gini) met Lee for the first time in Orlando at the PRSA conference last year. And he described to me how, many years ago, he was talking about search engine optimization at PR conferences and everyone looked at him with blank stares. He said this past year was the first time many were jumping out of their seats to ask questions about how to incorporate SEO into their content and storytelling.

During his interview with Martin, he discusses how he’s now pushing our industry to think about the why instead of the how.

He begins by discussing his content marketing trilogy, which is: Where do your audiences look for things, how is it that they consume content, and what are their preferences for sharing.

He goes on to say, of course, sales is part of every objective, but when it’s a content program, your goals should also include gaining a social share or a referral, which leads to new audiences who buy.

Optimize is about how to approach reaching particular audiences by thinking about what they care about, their pain points, and their goals. This forms an editorial approach that ties together marketing and public relations.

Listen to Lee talk more about this…and his soothing voice that will make you a fan for life.

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Send us an email or an audio comment to [email protected], join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini Dietrich, Joe Thornley, and Martin Waxman on Twitter.

Our theme music was created by Damon de Szegheo; Roger Dey is our announcer.

This week’s episode was produced by Kristine Simpson.