• http://www.buzzmaven.com/ Scott Clark

    Very well said. While it’s relatively easy for us to articulate the stages of content dev, distribution and massaging of ranking signals in the SEM community, this dance is not always that easy to teach to clients – particularly when they’ve been “doing just fine” until that damn “social signals” thing took off. They have to take uncomfortable leaps. In addition to dedicating some of their most valuable domain experts in creating great content to feed the content/distribution/SEO engine, companies must accept a very visible shift to individual reputation in authorship siloes. I explored this a bit here: http://www.buzzmaven.com/2012/12/authorship-corporate-voice.html

  • Ian Tomlinson

    I like what you’re saying and I have experienced the power of building an audience for my business too. This is the policy I’m following to market my businesses and whilst it may not be fast, I’m playing the long game.

  • http://profiles.google.com/temafrank1 Tema Frank

    So basically it boils down to providing useful information in a user-friendly format.

  • http://www.facebook.com/RCONNORIII Robert Connor

    Wow powerful!

  • Eric Stewart

    Well said. Content, social and seo should absolutely be part of one marketing process that builds audience and sales.

  • http://prenatal-cradle.com/ Prenatal Cradle

    Thanks for the insights. I’m new to online marketing and trying to soak up as much as possible.

  • http://twitter.com/Social_Sunny Sunny Singh

    Great article Brian. Thanks for sharing something so real. Love your newsletters, better yet … love your content :)

  • http://twitter.com/mrtanzola Joshua Tanzola

    Thanks for sharing Brian. Always good content! @mrtanzola

  • http://www.thesocialmediahandyman.com Paul Chaney

    Brian, I could kiss you! In a single post, not only have you put the whole of marketing in the digital age into solid perspective all based on your many years of experience, but you have also connected the past – Seth’s 1999 Permission Marketing (which was very futuristic if you ask me) – with the present. And you’ve consolidated my thinking around the matter. Well-written content housed within the proper context can lead to conversions.

  • Pat Campbell

    Brian, this is the message that has been preached to me by Eric Walker and Ann Sieg for years…being a valuable marketer means consistently distributing information in such a way that it is meaningful to your audience…and knowing exactly who that audience is in order to speak to their heart in their language.

  • http://www.grahamjones.co.uk/ grahamjones

    Excellent article, as ever Brian. The fact you call your team an “editorial” team is vital. I think that far too many businesses online misunderstand that the web is a publishing medium. Therefore to succeed you have to think and act like a publisher. What you say about building audiences and producing engaging content is second nature to traditional publishers. That’s why many traditional media companies, such as the BBC, CNN and so on, have highly successful websites. Also, if you look at some of the examples of marketing from the past days before the invention of the Internet, many of them were actually “content marketers” without realising it. They used PR a great deal to have articles in magazines and newspapers, appearances on local TV programmes and so on. Good traditional marketing has always been “content marketing” anyway.

  • John Cunningham

    I appreciate the reminder. it is so easy to get stuck in the “leads first” mentality. Like the guy says: “build it, and they will come”; like Tema Frank says “provide useful information” and people will see use as useful. They might even come back to see what other useful/valuable information we have next time.

  • 4u2discuss

    Thanx for a great article covering the integration of social media, search and your online marketing efforts. I like to use a new term called FUFISM to discuss this. search FUFISM online for more…

  • http://www.ferreemoney.com/blog/ Neil Ferree

    This is a Boss post Brian! For the record, I source this A+ piece from my G+ stream from a fella who I know has top tier CM skills • since his G+ post included the visual of the “symbolic head” it was an easy CTR conversion. Your concept I tend to share with the SMB’s I’ve got using my DiY Content Marketing System reads like this…

    “The smart way to practice effective online marketing is to treat social media and search engine results as aspects of a holistic strategy that centers around compelling content” • couldn’t have said it better myself. Strong work!

  • Ocha Nix

    Brian is one of the few bloggers I follow and read just about every day. He gives excellent advice that will help you keep your mission on target.