Content Marketing Strategies for Brands—An Interview with Marc Purtell

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“Content marketing” has become a buzzword in the post-Google Penguin world, and because of its new-found importance in the digital marketing space, brands have continued to place ever-increasing emphasis on their content marketing strategies. From blog posts to viral videos, there are a number of different practices that advertisers can use to strengthen their brand loyalty and awareness, and also boost their search engine ranking.

According to MediaWhiz’s Marc Purtell, these are exactly the types of things that MediaWhiz’s latest whitepaper addresses. In Search Engine Journal’s interview with Purtell, he told us that content marketing should be a way for brands to “diversify their website’s link profile.” Purtell further explained that as a result of the recent search engine updates, many brands’ previous SEO strategies have caused their current search rankings to suffer.

“Given some of the more recent search engine updates, Penguin refreshes, et cetera, what we’re finding is a lot of brands that have been doing SEO over the years tend to fall into some very common trends which will, over time, make their link profile look very unnatural,” he said. “So, basically what we’re outlining in this whitepaper is how content marketing can be leveraged to best diversify that link profile, and bring it back to a very natural state.”

When asked how content marketing could help brands revive their search rankings, Marc said that successful content marketing will allow advertisers to spread links across multiple channels and diversify the sources of their backlinks. Ultimately, Google wants to highlight sites that provide valuable and unique information to its users, so brands that only provide what Marc calls, “money links” or “buy links” will ultimately suffer in search rankings.

“Another example would be building a very high percentage of links to, sort of, sales- or products-oriented pages, what we would consider ‘money pages.’ These are not typically pages that other sites would link to naturally, so having a very high percentage of links pointing specifically just to the money pages is definitely a red flag and something that would need to be addressed,” Purtell explained.

Later in the interview, Marc provides some helpful hints on how to properly structure a successful content marketing strategy, as well as ways to develop and promote content to help increase search engine rankings.

 

Murray Newlands

Murray Newlands

Murray Newlands FRSA is an entrepreneur, investor, business advisor and speaker. Newlands is also an adviser to the Draper Nexus Network of Things Fund that invests in IOT companies. He advises entrepreneurs and start-ups on various subjects from funding to growth strategies. Newlands received a Bachelor of Laws and he is qualified as a Lawyer. He gained his Green Card by being recognized by the US government as an “alien of extraordinary ability.” Newlands is the author of “Online Marketing: A User’s Manual” published by John Wiley & Sons. Murray regularly contributes to Forbes and Entrepreneur. Murray co-authored Content Marketing Strategies for Professionals with Bruce Clay. Murray runs the agency Influence People based in Palo Alto.
Murray Newlands
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  • Jeff Zelaya

    Excellent interview. Marc is an SEO professional that I’ve been following for a while and I must say that the guy really knows his stuff. One of the best IMO. Thanks for sharing Murray and congrats on the new gig.

  • I don’t know much about SEO and this interview really helped me! I have been building links to solely one page as opposed to varying it up.

  • Updates like Google Penguin are useful because they remind companies that SEO tips and tricks will only take you so far. If you’re working to appeal to an algorithm and then the algorithm changes, you’re back to square one. Content marketing, on the other hand, means working to appeal to the customer – building a site with interesting, useful information that the customer wants to see. Sooner or later, search engine results will reflect that deserved popularity.