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.

Rand Fishkin | CEO

@randfish

www.seomoz.org/blog

rand@seomoz.org