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

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 to Current Potential Customers Customers Customers

The Relevance ScaleRelevant to Any
Relevant RelevantWho Interact w/ to Potential to Current Potential Customers Customers Customers Get Here

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 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

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