Content Marketing vs Search Marketing
October 14th, 2007 by Glenn
Search Marketing is all about maximising the chances prospects have to find you when they are using search engines.
Content Marketing is all about publishing great content that attracts the attention of the right people in the right frame of mind.
A recent post from Brian Clark at Copyblogger raises the question is Google evil?, and then addresses the task of educating us in How to Stop Worrying About Google Once and for All. Definitely worth reading (so if you haven’t, click through now).
It is a masterful post, and demonstrates exactly why a Content Marketing strategy trumps a Search Marketing strategy. Now given I’ve shown you the results of the Google Fight between “content marketing” and “search marketing”, you may think these are pretty brave words (and if you are into SEO, you will realise if I used “search engine marketing” as a phrase the comparison is even worse).
‘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.
Search is a last resort. People use search when they can’t find what they are after. If you are reading a website or blog that you trust and see a reference to another interesting site, you follow the link. Why search for a great copywriting resource when Copyblogger points you to them? Search is often a last resort, if you haven’t already got access to a resource through your trusted sources of information.
Avoid dependence on one source of traffic. If you attract an audience through great content, your connection with your audience is not dependent on search engines. Sure you don’t ignore search engines, but building an audience is faster when you use the approaches Brian Clark outlines so well.
Quality is more important than quantity. If you are running a business with high value products or services, then qualified prospects are valuable. You don’t need a big readership to benefit. This is very different to websites selling advertising, where getting large volumes of traffic is required to get a financial return.
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.
Like to read more? Subscribe with RSS
October 15th, 2007 at 8:22 am
Wow, this idea of good content is awesome and a relief as well.
I had become obsessed with getting more and more people to my site, but what’s the point if most of these people couldn’t care less about what I write about (global warming)?
This blog post has shifted my mindset.
My new mantra is ‘quality content’ rather than merely churning it out for the masses.
Thanks for the wonderful posts. Can’t wait to read some more.
October 15th, 2007 at 10:36 am
Jane, not sure I agree that people couldn’t care less about your writings on global warming - maybe today is a day (Blog Action Day) that will inspire you about exactly who does care. Keep up the great writing.
October 17th, 2007 at 5:11 pm
Thanks for providing evidence that the quality not quantity road is a good one to travel.
I totally empathise with Jane!
It is easy to become obsessed with building your site in a way that reflects progress in the analytics/tracking tools. But in the end I’m finding I am building links and getting comments by focusing on nurturing my content and those who regularly drop by and contribute.
October 26th, 2007 at 8:39 pm
Glenn..great post. We’ve been hammering the idea of content marketing home for years now, and it’s finally starting to take off. You are right, we can’t rely on Google or even social networking. We need to build customer loyalty through valuable, relevant content that makes the buyer more intelligent.
Keep up the great stuff!
Joe
October 26th, 2007 at 11:39 pm
[...] out Glenn’s blog for some great stuff Posted in Trends, Knowledge Center, Online, Content Marketing, News | digg | [...]
October 27th, 2007 at 12:17 am
Glenn,
I just posted an article on my site referring to your blog. I’m delighted that our Aussie cousins understand the importance of content marketing. You might want to check out a Melbourne content marketing zealot, bitemark.com.au
In terms of content marketing, I think that we are at the cusp of understanding just how important it is–both online and off-line.
Newt
October 27th, 2007 at 12:45 am
[...] out Glenn’s blog for some great stuff Posted in: Knowledge Center, Online, Content Marketing, News digg [...]
October 27th, 2007 at 1:17 am
Joe, Newt, appreciate the comments, I agree the time for content marketing is here.
October 27th, 2007 at 1:30 am
Content Marketing Strategy Trumps a Search Marketing Strategy…
Glenn Nicholas from OM4 uses the above title in his blog Content Marketing vs Search Marketing. Now, nothing against search engines; we get lots of traffic from them…but a search marketing strategy is starting to take a back seat to…
November 16th, 2007 at 11:40 am
[...] Glenn Nicholas of OM4.com.au (he’s in Australia — the connection is Global, of course… and therefore so will be the convergence), has written an article on content marketing versus traditional SEM. Content marketing wins every time, Nicholas believes. He presents the following points in the article (Content Marketing vs. Search Marketing): [...]
November 17th, 2007 at 12:47 pm
Hi Glenn — Excellent points, and they got me thinking, so I wrote an article I think you’ll find interesting — The 5 C’s of Social Marketing:
http://webhelpermagazine.com/2007/11/five-cs-of-social-marketing/
In it I cite this article, and agree with some points — differ on one.
Stop by and comment.
- Scott
August 26th, 2008 at 5:31 pm
I partially agree with the author’s opinion on content marketing vs search marketing. Even Google emphasizes heavily on content. That’s why, in web 2.0 era, blog RSS feed, content syndication across social bookmarking are gaining momentum. However, you can’t ignore search engine marketing for your business. Google is a household name and I have come across your website through Google only and Like me I’m sure other who comment on your post must have searched on Google.
Content marketing succeeds in attracting one segments of people but what about larger segments. Is it possible to find a niche market or long tail market through Content Marketing. I don’t think so. Its only possible through search engine marketing.