Any good content marketing campaign will net you lots of good links. However,
when you make links the primary focus of your efforts, it can lead you astray. By
focusing on reputation and visibility first, you will actually net the best links as a
The best way to think about content marketing, from a relationship and visibility
perspective, is that it can drive increases in awareness of your brand, and that’s
a pretty good start.
Because of the web, customers are now more in control of their interactions
with a brand. It is no longer enough to try to push customers toward your brand;
you must be able to pull (i.e., attract) them.
You have to go to where your prospects are. Let them pull down your content
when they want it and in the way they prefer to consume it.
Through social media (both organic and paid), your great content gets you more
shares (and thus new audience) which feeds back with more visitors,
subscribers, and links.
Public relations outreach campaigns can create a similar benefit.
Building relationships with influencers also can add tremendous value to your
content marketing efforts.
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