Newt Barrett, one of the world's top
content marketers, chose to write his 01/01/08
blog entry about me and Bolen. Newt's Content Marketing Today
blog is a must if you want to understand content marketing and learn how to put it to
work for your
business.
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The
Gentle Rain process automates the execution of your promotional
plan. It deploys effective
campaigns that result in
prospects who are ready to buy.
To learn more about the Gentle Rain
process, download our free report.
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"Content marketing is all the
marketing that's left."
Seth Godin
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Hello Bob,
The 'SEO Inside' title
is a reference to the old Intel tagline, 'Intel Inside'. I think
it's an appropriate metaphor for content that's written to appeal to
both human readers and search engines. Intel wanted people to know
that its chips, although invisible from the outside, were inside the
chassis, enabling the PC to work its magic.
SEO can work
magic too, but the trick is to make it invisible to the human
reader. High search rankings don't translate to sales if the
content isn't compelling to people. You'll notice I wrote
'content' in the previous paragraph. That's because I'm referring to
all content, not just web copy. Today, almost 100% of content (text,
audio, video) begins life in digital format. And if it's digital, it
can (and should) have an online life. Even if primarily developed
for offline purposes, content should be posted to your website to
increase the wealth of relevant and useful content on your site. And
if it's going to be posted online, it ought to be search engine
optimized.
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SEO Certifiable
I am mid-stream
through an SEO course being delivered by the Direct Marketing
Association. It's expensive, time-consuming and I have no plans to
offer SEO services per se. Then why do it? Because:
- the DMA is widely accepted as the world's foremost expert on
direct response marketing,
- the internet is the most effective direct response vehicle
since the US Post Office, and
- the whole is greater than the sum of its parts... relevant,
useful, gently persuasive content, that is search engine
optimized, is also extremely
effective.
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Yes, Seth Godin Really Said
That.
Those of you who
know me well, know that I've become a fanatic about Content
Marketing. It's the logical conclusion, especially for B2B. A client
said to me last week (concerning a new product launch), "We have to
find out every question they might ask and be ready with
well-thought out answers." Yes!. Absolutely! And we have to develop
that information into messaging that's available whenever and
wherever prospects want to consume it - 24 X 365, online, offline or
in person.
The Seth Godin quote comes from an email buddy of
mine named Joe Pulizzi. You can read the
story in his blog Junta42. Joe has a blog entry
listing the Top 42 Content Marketing
Blogs. Get yourself a mug of your favorite libation, kick off
your shoes and spend some quality time with these gurus, thought
leaders and highly entertaining people. They discuss every facet of
content marketing imaginable.
Well, almost every
facet... I think I have a niche where nobody has staked a claim.
Yes, I'm joining the blogosphere. Got to. I've been dragging my
feet, daunted by having to produce a blog entry three or more times
a week. Those who know, say that's the minimum if you want to
develop a following. Please keep an eye out for my blog. I'll be
announcing soon.
Bolen ensures that your content is relevant
and valuable to your target audiences. If you need help creating
custom content that'll be read and acted on, please contact us. We're
specialists in developing valuable content that gently
persuades.
Thanks for your time and
attention,
Bob
Leonard
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