The Content Marketing Manifesto
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The document outlines the principles of content marketing. It asserts that content is the keystone of inbound marketing and is needed for SEO, social media marketing, community building, and customer experience optimization. The goal of content marketing is to build familiarity, likability, and trust rather than to directly convert, acquire leads, or make sales. To be effective, content must be exceptional, inspirational, unique, credible, fun, or beneficial to share. The document pledges commitment to creating remarkable content that people will love and want to share.
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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
- 5. Build a Scalable, Repeatable Process
- 6. Content is the Keystone of Inbound Marketing
- 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
- 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
- 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
- 46. Rand Fishkin | CEO @randfish www.seomoz.org/blog [email protected]