The document outlines the principles of content marketing. It asserts that content is the keystone of inbound marketing and is needed for SEO, social media marketing, community building, and customer experience optimization. The goal of content marketing is to build familiarity, likability, and trust rather than to directly convert, acquire leads, or make sales. To be effective, content must be exceptional, inspirational, unique, credible, fun, or beneficial to share. The document pledges commitment to creating remarkable content that people will love and want to share.

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. Without
Content

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 Scale
Relevant to Any
Relevant Relevant
Who Interact w/
to Potential to Current
Potential
Customers Customers
Customers

29. The Relevance Scale
Relevant to Any
Relevant Relevant
Who Interact w/
to Potential to Current
Potential
Customers Customers
Customers
Get Here

30. There’s Only
One Way to
Get Good at
Delivering
Great Content

31. Do It.

32. “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

33. The Content Marketer’s
Pledge

34. I

35. [your name]

36. pledge to create
something 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
@randfish
www.seomoz.org/blog
rand@seomoz.org