"Aerox Technology belive in "Content is the present – and future – of on-line marketing"

Go back and read the content marketing definition one more time, but this time remove the relevant and valuable. That’s the difference between content marketing and the other informational garbage you get from companies trying to sell you “stuff.” Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?). That’s what makes content marketing so intriguing in today’s environment of thousands of marketing messages per person per day. Good content marketing makes a person stop…read… think… behave… differently.

Two things struck me recently.  online resource for search engine optimization (SEO). With such a powerful reputation and brand built around being the go-to destination on the web for SEO advice and tips, it might seem curious that the company decided to rebrand and drop the SEO from its name. The other thing that struck me recently was the recent article on ClickZ by Jessica Lee, "Matt Cutts on Links and How to Succeed With Content Marketing."

The original article that Jessica references, which includes the interview with Matt Cutts, provides compelling reading for those of us who inherently believe that great SEO comes not through manufactured link-building strategies and code-based techniques but rather through publishing great content that people want to engage with (and will naturally link back to).

While the evidence of the success of this more authentic approach is clearly there, I think it has largely passed by the majority of clients I deal with here in Asia. I wonder whether or not that is due to the vested interests of the SEO, search, and media agencies that have historically worked with clients in the area of SEO and have made a lot of money out of their tried-and-tested practices. Has the wool been pulled over the eyes of clients at brands and organizations reliant on natural search as a key traffic driver by their incumbent agencies?

Marketing is impossible without great content

Regardless of what type of marketing tactics you use, content marketing should be  part of your process, not something separate. Quality content is part of all forms of  marketing:

  • Social media marketing: Content strategy comes before your social media  strategy.
  • SEO: Search engines reward businesses that publish quality, consistent  content.
  • PR: Successful PR strategies address issues readers care about, not their  business.
  • PPC: For PPC to work, you need great content behind it.
  • Inbound marketing: Content is key to driving inbound traffic and leads.

Here are some ideas on how to dig in:

  • New to content marketing? Check out our getting started guide, where  you’ll learn the definition of content marketing, as well as basic steps for  putting a content marketing plan in place.
  • Need a content strategy? Read the CMI Content Marketing  Framework,  which outlines the seven essential building blocks for a  successful content marketing program.
  • Looking for some content marketing examples? Download our Ultimate  eBook: 100 Content Marketing Examples.
  • Are you in marketing leadership? Subscribe to our free magazine, Chief  Content Officer, to stay on top of the latest industry trends.
  • Really want to learn a lot (while having fun)?  Join us at Content Marketing  World from September 9 – 12, 2013 in Cleveland, Ohio. This is the largest  gathering of content marketing professionals in the world (and 99 percent of past  attendees say they would attend again).
  • Need advice specific to your organization? Contact our consulting group,  led by strategist Robert Rose, to find out how they can help you meet your  content marketing challenges.

If at any time you have questions about content marketing, don’t hesitate to reach  out and ask us at Aerox Technology.


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