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The Content Marketing Manifesto

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Rand Fishkin
Rand Fishkin

Rand Fishkin's presentation from SEER Interactive's SearchChurch meetup on May 10th, 2012.

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The Content Marketing Manifesto Leveraging the power of content to build trust, earn customers and create remarkable value Rand Fishkin | CEO
Inbound Marketing Strategy
Spend Fewer Dollars
Earn More Customers
Build a Scalable, Repeatable Process
Content is the Keystone of Inbound Marketing
Without Content
There’s No SEO
No Social Media Marketing
No Community
No CRO
Content Marketing’s Goal is Not
To Convert Customers Directly
To Acquire Leads Directly
To Make Sales Directly
Content Marketing Exists to
Build Familiarity
Build Likability
Build Trust
To Trigger These Results, the Content Must Show Some Combination of
Exceptional
Inspirational
Unique
Credible
Fun
Beneficial to Share
Don’t Get Sidetracked by an Obsession with Relevance
The Relevance Scale Relevant to Any Relevant Relevant Who Interact w/ to Potential to Current Potential Customers Customers Customers
The Relevance Scale Relevant to Any Relevant Relevant Who Interact w/ to Potential to Current Potential Customers Customers Customers Get Here
There’s Only One Way to Get Good at Delivering Great Content
Do It.
“The only thing that I see that is distinctly different about me is that I’m not afraid to DIE on a treadmill. You might have more talent than me, you might be smarter than me, but if we get on a treadmill together, there are two things: 1- You’re getting off first OR 2- I’m gonna DIE. It’s really that simple” - Will Smith
The Content Marketer’s Pledge
I
[your name]
pledge to create something remarkable
Something that people will love.
Something they will want to share.
Something I can be proud of.
And if it fails to achieve my marketing goals.
I won’t give up.
I will try again.
My failures will be the practice I need
To earn future successes
And future customers.
Rand Fishkin | CEO @randfish www.seomoz.org/blog rand@seomoz.org

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