Content Marketing: The Future Or Just Another Buzzword?

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In light of Google's Panda and Penguin updates, content marketing has become one of the most ubiquitously discussed strategies in digital. It is considered so important, that Seth Godin famously claimed "content marketing is the only marketing left". Speaking for Emarketeers, Kelvin Newman reveals whether content marketing is just another fad or whether it simply cannot be ignored.

Technologie News & Politik

Content Marketing:
The Future Or Just Another
Buzzword?
Kelvin Newman
27th June 2013
@kelvinnewman
Wednesday, 26 June 13

Strategy Director
SiteVisibility
A digital agency specialising in retail,
travel and financial services
Wednesday, 26 June 13

Organiser
BrightonSEO/Content
Marketing Show
Two Free (and awesome) Conferences
Wednesday, 26 June 13

Co-Founder
Clockwork Talent
Decent Digital Recruitment
Wednesday, 26 June 13

They always say
start with a joke
Wednesday, 26 June 13

But I’m going to
start with two
graphs instead
Wednesday, 26 June 13

Gartner Hype Cycle
Wednesday, 26 June 13

First we had panda
Berto Garcia
Wednesday, 26 June 13

This update is
designed to reduce
rankings for low-
quality sites—sites
which are low-value
add for users, copy
content from other
websites or sites that
are just not very
useful.
Matt Cutts, Google
planetc1
Wednesday, 26 June 13

In the next few days,
we’re launching an
important algorithm
change targeted at
webspam. The change
will decrease rankings
for sites that we believe
are violating
Google’s existing
quality guidelines.
Matt Cutts, Google
jolieodell
Wednesday, 26 June 13

And that’s before we get started
on Facebook
Wednesday, 26 June 13

1 Billion Users
Every Month
Wednesday, 26 June 13

240 Million Photo’s
Per Day
Wednesday, 26 June 13

2.7 Billion Likes
Everyday
Wednesday, 26 June 13

People share billions of
pieces of content
everyday
Wednesday, 26 June 13

One trillion connections
of a thousand different
types
Wednesday, 26 June 13

Exceptional content takes
all the rewards
Wednesday, 26 June 13

Content Marketing
is all the marketing
that’s left.
Seth Godin
http://lor3nzo.com/
Wednesday, 26 June 13

A Short History of
Link Building
Wednesday, 26 June 13

A Process For
Content Marketing
Wednesday, 26 June 13

it was easy...
rox sm
Wednesday, 26 June 13

then penguin came
along...
jamesonf
Wednesday, 26 June 13

and now it’s hard
Alex E. Proimos
Wednesday, 26 June 13

It was always hard
normalityrelief
Wednesday, 26 June 13

we just got lazy
Nickolas Nikolic
Wednesday, 26 June 13

Warning slightly
laboured metaphor
ahead
Wednesday, 26 June 13

Pounds & Pennies
edvvc
Wednesday, 26 June 13

Google Wants to be
a ‘real boy’
kennymatic
Wednesday, 26 June 13

What’s a good link?
Wednesday, 26 June 13

Proximity to ideal
Wednesday, 26 June 13

wikipedia as ideal
Wednesday, 26 June 13

Reasonable Surfer
Model
Richard Masoner / Cyclelicious
Wednesday, 26 June 13

Not what an SEO
would build
net_efekt
Wednesday, 26 June 13

Aren’t Links Dead?
CaioSchiavo
Wednesday, 26 June 13

Social Signal
=
Rankings
Wednesday, 26 June 13

Correlation
≠
Causation
Wednesday, 26 June 13

Rankings
=
Social Signals
Wednesday, 26 June 13

More complex than
that, but we now
have a great
compass
Heartlover1717
Wednesday, 26 June 13

BrightonSEO
Salary Survey
Wednesday, 26 June 13

Involve your ideal
linkers
flickr-330935066-hd.jpg
Wednesday, 26 June 13

Excellent isn’t
enough
Wednesday, 26 June 13

The quest for
exceptional
Wednesday, 26 June 13

Content Doesn’t
Follow an S-Curve
Wednesday, 26 June 13

Venture Capital
Content Creation
PhilosophyWednesday, 26 June 13

Uber-Suggest
http://ubersuggest.org/
Wednesday, 26 June 13

Social Crawlytics
http://socialcrawlytics.com/
Wednesday, 26 June 13

Question Referrers
http://www.slideshare.net/kelvinnewman/5-instantly-
actionable-insights-from-google-analytics
Wednesday, 26 June 13

Toluna
http://www.tolunaquick.com/
Wednesday, 26 June 13

Quora
http://www.quora.com/
Wednesday, 26 June 13

Follower Wonk
http://followerwonk.com/
Wednesday, 26 June 13

Content Idea Generator
Google Doc
https://docs.google.com/spreadsheet/ccc?
key=0Aj4U6wmYE1X6dDB5S1lDUXFzaTUxME5IRmJqZ2ozZGc#gid=0
Wednesday, 26 June 13

Amazon KDP
https://kdp.amazon.com/self-publishing/signin
Wednesday, 26 June 13

Cloud Flood
http://www.cloudﬂood.com/
Wednesday, 26 June 13

Out Brain
https://www.outbrain.com/
Wednesday, 26 June 13

Clockwork Pirate
http://www.clockworkpirate.com/
Wednesday, 26 June 13

tl;dr
produce something
exceptional that
you know people
will link to and
help them do so...
Wednesday, 26 June 13

Kelvin Newman
kelvin@brightonseo.com
@kelvinnewman
Wednesday, 26 June 13

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Content Marketing: The Future Or Just Another Buzzword?

1. Content Marketing: The Future Or Just Another Buzzword? Kelvin Newman 27th June 2013 @kelvinnewman Wednesday, 26 June 13

2. Strategy Director SiteVisibility A digital agency specialising in retail, travel and financial services Wednesday, 26 June 13

3. Organiser BrightonSEO/Content Marketing Show Two Free (and awesome) Conferences Wednesday, 26 June 13

4. Co-Founder Clockwork Talent Decent Digital Recruitment Wednesday, 26 June 13

5. They always say start with a joke Wednesday, 26 June 13

6. But I’m going to start with two graphs instead Wednesday, 26 June 13

7. Wednesday, 26 June 13

8. Gartner Hype Cycle Wednesday, 26 June 13

9. But why the hype? Wednesday, 26 June 13

10. First we had panda Berto Garcia Wednesday, 26 June 13

11. This update is designed to reduce rankings for low- quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful. Matt Cutts, Google planetc1 Wednesday, 26 June 13

12. and then penguin Wednesday, 26 June 13

13. In the next few days, we’re launching an important algorithm change targeted at webspam. The change will decrease rankings for sites that we believe are violating Google’s existing quality guidelines. Matt Cutts, Google jolieodell Wednesday, 26 June 13

14. And that’s before we get started on Facebook Wednesday, 26 June 13

15. 1 Billion Users Every Month Wednesday, 26 June 13

16. 240 Million Photo’s Per Day Wednesday, 26 June 13

17. 2.7 Billion Likes Everyday Wednesday, 26 June 13

18. People share billions of pieces of content everyday Wednesday, 26 June 13

19. One trillion connections of a thousand different types Wednesday, 26 June 13

20. 1,000,000,000,000 Wednesday, 26 June 13

21. Exceptional content takes all the rewards Wednesday, 26 June 13

22. Content Marketing is all the marketing that’s left. Seth Godin http://lor3nzo.com/ Wednesday, 26 June 13

23. A Short History of Link Building Wednesday, 26 June 13

24. A Process For Content Marketing Wednesday, 26 June 13

25. Twelve Tools Wednesday, 26 June 13

26. A Short History of Link Building Wednesday, 26 June 13

27. it was easy... rox sm Wednesday, 26 June 13

28. then penguin came along... jamesonf Wednesday, 26 June 13

29. and now it’s hard Alex E. Proimos Wednesday, 26 June 13

30. Not True Wednesday, 26 June 13

31. It was always hard normalityrelief Wednesday, 26 June 13

32. we just got lazy Nickolas Nikolic Wednesday, 26 June 13

33. Warning slightly laboured metaphor ahead Wednesday, 26 June 13

34. Pounds & Pennies edvvc Wednesday, 26 June 13

35. Google Wants to be a ‘real boy’ kennymatic Wednesday, 26 June 13

36. An Aside; Wednesday, 26 June 13

37. What’s a good link? Wednesday, 26 June 13

38. Proximity to ideal Wednesday, 26 June 13

39. wikipedia as ideal Wednesday, 26 June 13

40. Reasonable Surfer Model Richard Masoner / Cyclelicious Wednesday, 26 June 13

41. Not what an SEO would build net_efekt Wednesday, 26 June 13

42. Not Embarrassing Wednesday, 26 June 13

43. Another Aside; Wednesday, 26 June 13

44. Aren’t Links Dead? CaioSchiavo Wednesday, 26 June 13

45. Social Signal = Rankings Wednesday, 26 June 13

46. Correlation ≠ Causation Wednesday, 26 June 13

47. Rankings = Social Signals Wednesday, 26 June 13

48. More complex than that, but we now have a great compass Heartlover1717 Wednesday, 26 June 13

49. A Process For Content Marketing Wednesday, 26 June 13

50. THEME Ed.ward Wednesday, 26 June 13

51. Tribes kenjonbro Wednesday, 26 June 13

52. Hook iPeat Wednesday, 26 June 13

53. Engaging Content Wednesday, 26 June 13

54. Marketing Wednesday, 26 June 13

55. Evaluation Wednesday, 26 June 13

56. BrightonSEO Salary Survey Wednesday, 26 June 13

57. Tribes kenjonbro Wednesday, 26 June 13

58. Hook iPeat Wednesday, 26 June 13

59. Engaging Content Wednesday, 26 June 13

60. Marketing Wednesday, 26 June 13

61. Evaluation Wednesday, 26 June 13

62. Pro-tips AaronFTM Wednesday, 26 June 13

63. Involve your ideal linkers flickr-330935066-hd.jpg Wednesday, 26 June 13

64. Excellent isn’t enough Wednesday, 26 June 13

65. The quest for exceptional Wednesday, 26 June 13

66. Content Doesn’t Follow an S-Curve Wednesday, 26 June 13

67. Venture Capital Content Creation PhilosophyWednesday, 26 June 13

68. Twelve Tools Wednesday, 26 June 13

69. Uber-Suggest http://ubersuggest.org/ Wednesday, 26 June 13

70. Social Crawlytics http://socialcrawlytics.com/ Wednesday, 26 June 13

71. Question Referrers http://www.slideshare.net/kelvinnewman/5-instantly- actionable-insights-from-google-analytics Wednesday, 26 June 13

72. Toluna http://www.tolunaquick.com/ Wednesday, 26 June 13

73. Quora http://www.quora.com/ Wednesday, 26 June 13

74. Discussion Search Wednesday, 26 June 13

75. Follower Wonk http://followerwonk.com/ Wednesday, 26 June 13

76. Content Idea Generator Google Doc https://docs.google.com/spreadsheet/ccc? key=0Aj4U6wmYE1X6dDB5S1lDUXFzaTUxME5IRmJqZ2ozZGc#gid=0 Wednesday, 26 June 13

77. Amazon KDP https://kdp.amazon.com/self-publishing/signin Wednesday, 26 June 13

78. Cloud Flood http://www.cloudﬂood.com/ Wednesday, 26 June 13

79. Out Brain https://www.outbrain.com/ Wednesday, 26 June 13

80. Clockwork Pirate http://www.clockworkpirate.com/ Wednesday, 26 June 13

81. tl;dr produce something exceptional that you know people will link to and help them do so... Wednesday, 26 June 13

82. Kelvin Newman kelvin@brightonseo.com @kelvinnewman Wednesday, 26 June 13

83. Wednesday, 26 June 13