The Content Marketing Manifesto
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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.

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

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The Content Marketing Manifesto Presentation Transcript

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