rand_fishkinContent marketing is king.  Let’s just get that out of the way.  Are we good?  Good!  I brought up content marketing because of course, this post is going to focus on it!

It’s pretty obvious that there are more companies out there that are investing in content marketing.  This is great, because after all, Google is trying to get more and more people to focus on great content, so why not focus on marketing that content?

But there is a problem.  Although more and more companies are trying their hands at content marketing, they aren’t putting as much thought as they aught to into the specific goals behind the content they are creating.  What are the goals that a company should be focusing on?  Rand will cover some examples of the goals for targeting different kinds of people in today’s Whiteboard Friday.