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The Content Marketing Manifesto
  Leveraging the power of content to build trust, earn
  customers and create remarkable v...
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 Poten...
The Relevance Scale

Relevant to Any
                    Relevant      Relevant
Who Interact w/
                  to Poten...
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 h...
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
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The Content Marketing Manifesto

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Rand Fishkin's presentation from SEER Interactive's SearchChurch meetup on May 10th, 2012.

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The Content Marketing Manifesto

  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
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Rand Fishkin's presentation from SEER Interactive's SearchChurch meetup on May 10th, 2012.

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