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Why Content is the Pinnacle of Online Marketing

There’s a saying in online marketing that has been around for a while. “Content is king.”

The truth is this – before the last year, it really wasn’t. Content has always been important, but it wasn’t until recent updates in Google and Facebook that content took a huge leap from being a portion of search and social marketing to become the actual hub through which search and social marketing flow. Today, marketing starts from content and works its way down versus recent years where content was simply a tool in the marketing strategy.

   

Google, Facebook, Bing, and Twitter are getting smarter every day. They have more brainpower going into figuring out how to stop spammers than the spammers have dedicated into finding new ways to spam. In other words, any tactic that involves practices that aren’t focused on quality can only bring short term benefit and can eventually lead to doing more harm than good. That’s the way that online marketing is heading and that’s a very good thing for both internet surfers as well as honest businesses and marketing agencies.

   

The old days of automated link-building tactics and paid social media promos (other than advertising) are long gone. Marketers can only achieve a true impact from quality content. Thankfully, this means that, in many ways, we’ve reached the end of the road of major strategy changes. That’s right, the practices that go into proper online marketing today are the type that will last for a long time, perhaps indefinitely.

   

It’s a bold statement, but if you think about it, that’s exactly where we are. Sure, there will be opportunities to find better channels, new tools, and make adjustment to different styles, but the end game is upon us. Quality content on and off of a website is the cornerstone of search and social marketing today and will continue into the foreseeable future.

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Tags: Content, Content Marketing, Content is King, Google, SEO, Search, Social, Social Media, marketing

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Comment by J.D. Rucker on March 25, 2013 at 9:31am

I'm on the road this week, Manny, but in between meetings I should be stuck at hotels. Email me your phone number.

Comment by Tom Gorham on March 25, 2013 at 6:39am

Just a note Manny.  I'm not asking you to create content for me.  I'm requesting a how-to article.  Perhaps "How to create compelling content for your dealership that will result in great SEO."  I truly believe that it could be a valuable resource for Internet Managers that can't afford to outsource everything.  You guys have a great readership and are a valuable source of information. 

Comment by Tom Gorham on March 25, 2013 at 4:19am

Thanks guys.  I love it!

Comment by J.D. Rucker on March 25, 2013 at 12:10am

Oops, just saw Manny's comment - maybe we should collaborate?

Comment by J.D. Rucker on March 25, 2013 at 12:10am

Challenge accepted, Tom. I'll get to work this week on a how-to for everyone, big budget, no budget, and everywhere in between.

And Michael - yep. Exactly.

Comment by Tom Gorham on March 24, 2013 at 3:19pm

Ralph, I was so glad to see the words, " I no longer mistake a lack of eager acceptance with a failure to "get it".  There are so many variables in agreeing with and actually implementing ideas. 

I am sure there are many reading this post that agree that content is king.  But that does not mean they are in the position to take action, nor do they have the budget to hire a professional. 

When I started writing "From the Trenches", I had these people in mind.  They are Internet Managers trying to provide the best experience for their customers.   They are trying to juggle website SEO with Social Media and Reputation Management along with caring for their customers face-to-face.

Yes, many dealers heard Brian and others talk about content.  Many sat on their hands, not because they didn't get it, but because they have no idea how to do it without spending bucks they don't have on outsourcing.  They are too busy managing a one or two person Internet Department and customers.

JD is one of the most knowledgable and proficient ADM writers I know... (you too).    If we are going to say content is king, let's have some "how-to" for the average Internet Manager instead of the big budget stores.  JMHO

Comment by Michael Cirillo on March 22, 2013 at 11:48pm
Great points here as usual JD. While I think there is room for improvement all round on a large scale, I also agree with Ralph that there are a select few dealers who are knocking it out of the park when it comes to creating content.

My $0.02 is along the lines of what you've commented that there should be greater emphasis placed on creating relavent, engaging and compelling content rather than just the, "2013 Dodge Charger..." mumbo jumbo. Content promotes credibility, trust, loyalty and sales opportunities.
Comment by J.D. Rucker on March 22, 2013 at 10:41pm

Good points on both ends, but I must admit that the type of content in particular that I'm looking for on websites is content that's specifically designed for people. Sounds like I have my next blog post idea. Thanks guys!

Comment by Big Tom LaPointe on March 22, 2013 at 8:53pm
JD - I definitely agree here, but I would add that QUALITY content is vital. First, because google algorithms can smell poop like a hound dog, and second, what if someone actually lands on it and wants to read it?
Comment by J.D. Rucker on March 22, 2013 at 4:55pm

I will admit that I was surprised with a hug and a handshake at the IS20G from someone who had heard me discuss content a few months ago at one of Brian's events and had adopted it full scale. At the time I remember thinking that nobody would make the move but they had, so you may very well be right, Ralph. Brian and all - keep posting and talking about the best practices that we discover. It makes an impact.

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