The Content Marketing Manifesto  Leveraging the power of content to build trust, earn  customers and create remarkable val...
Inbound Marketing Strategy
Spend Fewer Dollars
Earn More Customers
Build a Scalable,Repeatable Process
Content is the Keystone of   Inbound Marketing
WithoutContent
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 ScaleRelevant to Any                    Relevant      RelevantWho Interact w/                  to Potential ...
The Relevance ScaleRelevant to Any                    Relevant      RelevantWho Interact w/                  to Potential ...
There’s Only One Way to Get Good at  DeliveringGreat Content
Do It.
“The only thing that I see that isdistinctly different about me is that I’mnot afraid to DIE on a treadmill. Youmight have...
The Content Marketer’s       Pledge
I
[your name]
pledge to createsomething 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@randfishwww.seomoz.org/blogrand@seomoz.org
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The Content Marketing Manifesto

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

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The Content Marketing Manifesto

  1. 1. The Content Marketing Manifesto Leveraging the power of content to build trust, earn customers and create remarkable value Rand Fishkin | CEO
  2. 2. Inbound Marketing Strategy
  3. 3. Spend Fewer Dollars
  4. 4. Earn More Customers
  5. 5. Build a Scalable,Repeatable Process
  6. 6. Content is the Keystone of Inbound Marketing
  7. 7. WithoutContent
  8. 8. There’s No SEO
  9. 9. No Social Media Marketing
  10. 10. No Community
  11. 11. No CRO
  12. 12. Content Marketing’s Goal is Not
  13. 13. To Convert Customers Directly
  14. 14. To Acquire Leads Directly
  15. 15. To Make Sales Directly
  16. 16. Content Marketing Exists to
  17. 17. Build Familiarity
  18. 18. Build Likability
  19. 19. Build Trust
  20. 20. To Trigger These Results,the Content Must Show Some Combination of
  21. 21. Exceptional
  22. 22. Inspirational
  23. 23. Unique
  24. 24. Credible
  25. 25. Fun
  26. 26. Beneficial to Share
  27. 27. Don’t Get Sidetracked by an Obsession with Relevance
  28. 28. The Relevance ScaleRelevant to Any Relevant RelevantWho Interact w/ to Potential to Current Potential Customers Customers Customers
  29. 29. The Relevance ScaleRelevant to Any Relevant RelevantWho Interact w/ to Potential to Current Potential Customers Customers Customers Get Here
  30. 30. There’s Only One Way to Get Good at DeliveringGreat Content
  31. 31. Do It.
  32. 32. “The only thing that I see that isdistinctly different about me is that I’mnot afraid to DIE on a treadmill. Youmight have more talent than me, youmight be smarter than me, but if we geton a treadmill together, there are twothings: 1- You’re getting off first OR 2-I’m gonna DIE. It’s really that simple” - Will Smith
  33. 33. The Content Marketer’s Pledge
  34. 34. I
  35. 35. [your name]
  36. 36. pledge to createsomething remarkable
  37. 37. Something that people will love.
  38. 38. Something they will want to share.
  39. 39. Something I can be proud of.
  40. 40. And if it fails to achieve my marketing goals.
  41. 41. I won’t give up.
  42. 42. I will try again.
  43. 43. My failures will be the practice I need
  44. 44. To earn future successes
  45. 45. And future customers.
  46. 46. Rand Fishkin | CEO@randfishwww.seomoz.org/blogrand@seomoz.org
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