Content Marketing: Sister Discipline to SEO and Social Marketing?

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A recent survey of more than 1,300 digital marketing professionals finds that 64 percent of them agree that content marketing is emerging as a discipline of its own. This finding is part of Econsultancy’s first Content Marketing Survey Report, produced in association with Outbrain. Digital marketing professionals seem to be in agreement that content is becoming increasingly more important as the linchpin of their over all digital marketing strategy.

Here are a few more highlights from the report as cited in the Econsultancy Blog:

  • Ninety percent of respondents believe that content marketing will become more important over the next 12 months.
  • Nearly three quarters (73 percent) of digital marketers agree that ‘brands are becoming publishers’.
  • Sixty-four percent of in-house marketers agree that content marketing ‘is becoming its own discipline’.
  • Thirty-eight percent currently have a defined content marketing strategy in place.
  • Fifty-five percent of in-house respondents and 58 percent of agency respondents are saying that they (or their clients) are working on a content marketing strategy.
“Content marketing is a growing discipline that incorporates many aspects of SEO (Search Engine Optimisation), PR, advertising and journalism. It can be very successful and it is a strategy that many well-known brands are adopting,” says Dale Lovell of IT Pro Portal.
As the basic Google search algorithm has morphed over the years, so has SEO. The search engines are clearly looking for more and more context to determine relevance. A solid content strategy provides that context. Fresh, informative, educational, and entertaining content also provides the catalyst for social sharing and engagement. As content marketing matures as its own discipline, online brands will need to incorporate the holy trinity of Content, Search, and Social for truly divine digital marketing.
Michelle Stinson Ross

Michelle Stinson Ross

Content & Outreach Goddess at AuthorityLabs
Michelle Stinson Ross is a digital marketing industry recognized authority on the outreach power of social media. She has worked as a community manager and consultant for several brands to increase brand awareness, raise the visibility of special promotions, and train their teams to use the social space to connect with media influencers and the public. Michelle is part of the marketing team at AuthorityLabs and co-hosts #SocialChat, a Twitter based live chat that covers a variety of topics geared toward social media marketing (Mondays at 9 p.m. ET). Her passion for social media marketing has made her a regular conference speaker at events like ClickZ Live, and Search Marketing Expo. She has also been a featured guest on Webmaster Radio and several industry Hangouts on Air.
Michelle Stinson Ross
Michelle Stinson Ross
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  • Brandon Aday

    Great article Michelle! Agree 100% with you. When I worked at Microsoft LATAM I worked specifically on content creation, with the help of community contributors and influencers. Definitely the key to attracting pre-qualified leads, and nurture them until they are customers. Inbound is the future, and we are definitely on the frontlines of marketing 🙂

    • Michelle Stinson Ross

      More and more I see a holistic approach to marketing emerging. That is due in great part to consumers. They don’t want messages blasted at them. They don’t want to be sold. They want to be informed and have the ability to ask questions and build trust in the PEOPLE they do business with.

      Content is where the conversation begins.


    I really don’t know too much about socail markting, and don’t know how to start!

    • Michelle Stinson Ross

      Dr. says, “Scroll back up to the Category drop down and select the Social Media category. Read daily, and ask lots of questions.” 🙂

    • Michael

      Start by diving in, headfirst. Do what Michelle suggests, but also go and sign up for twitter, facebook,pinterest,linkedin and all the others. Become a real user and learn how they work as you read on how to use them for marketing.