Great Content Marketing KO’s Search Marketing
Google Can’t Help You If Your Content is Lousy
You can do all you want with search marketing to get prospects to show up at your site, but it’s the quality of your content that will ensure your survival. In fact, you may not want to spend anytime on search marketing according to an online marketing expert from Down Under.
In a great post from Australia, Glenn Nicholas of OM4.com.au stresses that content is a heck of a lot more important than search marketing to build a business. Although, as Glenn’s graphic above shows, zillions of people are searching for ’search marketing’ rather than ‘content marketing’, that doesn’t mean it’s the right strategy.
Glenn comments on why ‘content marketing’ is so important:
‘Content Marketing’ is not a common term – yet. Content marketing is a strategy that involves publishing content to interest an audience, in the same way a magazine publisher produces content. Good content is often of interest to other web publishers, who may introduce your content to their audience. This builds an audience without search being involved. And to repeat Seth Godin’s formula: Attract people in trouble–>Help solve their problems–>Build your reputation–>Sales happen.
Glenn suggests that your prospects are using search as a last resort when they can’t find resources on the set of online resources they trust to provide the information they need. He concludes:
Running a business that is dependent on Google traffic is not good. A Content Marketing strategy helps you build your online business without this type of dependence.
That’s exactly what I’ve found. I can count on a steady flow of traffic from links that reside on sites that are trusted sources for folks who are looking for information that will get them up to speed on content marketing.
That may not work if you’re aiming for a get rich quick strategy, but it works very well in the get rich slow model.
Check out Glenn’s blog for some great stuff
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Hi Newt — Good article. I have to say that the concept, “Content Marketing,” is very thought provoking. It works as both the notion of marketing your content, and further, that the content IS the marketing. I think there might be a couple of more “C” terms to throw in, like “Conversation” — I am notice the importance of the social aspect of marketing much more these days. I have a couple of other “C” terms in mind, but I’ll hold them for a bit later in this comment conversation.
- Scott