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Content Marketing

What is content marketing? How to start your first content marketing campaign? How can content and SEO work together? Here you’ll find all the answers you need to improve your content strategy: ideas for lead-generating content, tool overviews, content writing tips, on-page SEO checklists and a lot more.

Most of you know me as an SEO, but in a former life, I was a book author. Yep. I have 11 books published by some big publishers, mostly biographies. So, you can imagine how perfect it is for someone like me to know that SEO is driven by killer content. Yay!This is one thing my company does for SEO clients. We produce great content and spew it all over the Web. I’m talking unique content, of course. No more than one article in one place.
 “Content is king!”We’ve heard it so many times, and we are all sick to death of it.So why do they keep screaming about content being king? Because most businesses in possession of this knowledge still do it wrong.Content isn’t king unless it’s remarkable content; it engages people, gets passed around the internet and takes on a life of its own. That’s about as royal as content can get.What’s it take to have that kind of content? It starts with a plan. A strategy.
Content marketing is always changing, always evolving. That’s what’s so exciting about it; that’s what’s so challenging about it; and, at times, that’s what’s so maddening about it.Consider some of today’s top content marketing trends and headlines, then think back to what the big stories were five years ago. SEO was a wildly different beast. There was less talk about video marketing. Some of today’s most significant social media platforms didn’t even exist.
 I used to be a bit of a Honey Badger when it came to content publishing platforms — as in, I didn’t give a you-know-what.I figured if the content was good enough, the people would come. But websites and blogs don’t constitute a Field of Dreams. You need to go where your audience is, and that’s why where you publish matters just as much as what you produce.
Some of the most valuable items in the world were made by human hands. Society perceives hand-crafted items as being of higher quality than mass-produced objects. As such, they often become lovingly cherished heirlooms, passed down from generation to generation. Even in today's automated world, the skills of the artisan are recognized as superior talents and their creations are assigned premium value by both industry experts and art connoisseurs alike.
 Working in content marketing, all day everyday, can mess with your head.It can cause you to lose sight of why we do this in the first place. From time-to-time, it can be helpful to just stop, take a breath and realign ourselves with what content marketing is all about.And here’s a hint: It’s not about reach. At least, not entirely.
With content creation, one of the toughest parts of it is the actual promotion of it. Sure, you can post it on various social channels and hope you are reaching the right audience that will want to share it. In fact, LinkedIn Groups are a great channel to utilize content for lead generation.The trouble with most social networks is the difficulty of finding true influencers. Twitter is no exception.There are many social tools that help you understand the social influence of a person.
Content marketing has been touted as the future of SEO for quite some time, and it appears that most companies are buying in. A recent study shows that 93 percent of B2B marketers have been mixing content marketing into their existing digital marketing strategies. Of that subset, 58 percent have increased their budgets for content creation going into the next year.
Way back in the wild and wooly early days of digital marketing, before the SERPs were beset by marauding Pandas, Pigeons, and Penguins,  linkbuilding was the "in" thing with SEO webmasters. From "linkwheels" to the black-hat link structures built on things like fake or adult domains, webmasters abused linkbuilding strategies to gain overnight rankings.But Google didn't remain dumb for very long.
One of my favorite things about content marketing is the prevalence and effectiveness of digital communities. They are a fantastic place to reach a pool of people interested in the niche that your business, product or service falls into. Communities—especially on LinkedIn and Google Plus—are based on niches as opposed to genres, which means you can target consumers on a fairly granular level.

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