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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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