Consumers have shut off the traditional world of marketing. They own a DVR to skip television advertising, often ignore magazine advertising, and now have become so adept at online “surfing” that they can take in online information without a care for banners or buttons (making them irrelevant).

Smart marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way.

Enter content marketing.

But what exactly is content marketing?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.

Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.

And they do. Content marketing is being used by some of the greatest marketing organizations in the world, including P&G, Microsoft, Cisco Systems, and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. Why? Because it works.

The SEO toolset that's got it all: keyword research, link building, site audits, and page optimization insights, in one. Consistency is key when it comes to connecting customers with your business online. Can customers find you online?

Moz started up in 2004, and we’ve been on an epic ride ever since. From our beginnings as an SEO consulting company to launching the first Pro app in 2007, we’ve tried to stay true to our core beliefs—TAGFEE—and to deliver an exceptional experience for our community and subscribers. We owe a huge thanks to our community for joining us on this awesome journey, and we hope that you’ll continue to be a part of our story.

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat about how to choose a good SEO company, a consultant or an agency. It could be an independent person. What I want to do as we get into this is help you to understand some of the mechanics behind SEO consulting work. This is a critical hire, because if SEO is important to your business, then the choice of which company or person to use is going to have a huge impact, probably one of the biggest impacts on whether you get great results. There are a bunch of mistakes that people make when they go down this selecting an SEO company path.

The logic makes a lot of sense here if you think about it simplistically. Simplistic thinking is a good SEO company will do a great job ranking for SEO company or SEO consultant or SEO consultant plus my city name. So if I'm looking for the best SEO in Seattle, I have only to Google "best SEO Seattle" and surely the number-one company will show up at the top. But, unfortunately, what happens is most of the very good companies, the ones that are in high demand, the ones that do consistently great work and get great referrals, they don't actually need to rank here. They're overwhelmed with clients all the time because their clients refer them to people and lots of people in their network refer folks to them. They have a high retention of clients. Lots of people are very satisfied. They're making plenty of money and they're incredibly busy, so they don't spend any work optimizing their own website to get new clients.

As a result, you are often left with some of the dregs here. Many of the companies that rank well for best SEO plus city name or best SEO plus a region or plus a particular specialty, like best ecommerce SEO, are not the best. They are, in fact, the folks who are simply without any client work and so they're concentrating all their energy on trying to get new clients. Sometimes, maybe, you can find some good folks in there. It's just not a great filter.

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