the content marketing manifesto
DESCRIPTION
Rand Fishkin's presentation from SEER Interactive's SearchChurch meetup on May 10th, 2012.TRANSCRIPT
The Content Marketing ManifestoLeveraging 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
Relevantto
Current Customer
s
Relevantto
Potential Customer
s
Relevant to Any Who
Interact w/ Potential
Customers
The Relevance Scale
Relevantto
Current Customer
s
Relevantto
Potential Customer
s
Relevant to Any Who
Interact w/ Potential
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.