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

Without
Content

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

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

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

Do It.

“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

The Content Marketer’s
Pledge

I

[your name]

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