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In content marketing, trust is the most critical factor. But with all the updates happening now, will this still hold, and will content marketing die off soon?
Vitor PeƧanha, the CMO and co-founder of Rock Content, joined me on the SEJShow to discuss the future of content marketing.
We talked about the importance of branding in trusted content (for even zero-click searches), the ādeathā of content marketing, and the challenges and opportunities of building a global content marketing company.
Content marketing today, itās like going back to our roots and saying hey, you need to generate value. It would help to recognize that brand awareness so people will remember you. That brand recall, the positive perceptions of your brain, thatās emotion. So instead of saying, āHey, hereās a lot of ads,ā we will build all this by attracting people with excellent content. So itās the same cruise as before with the new channels, formats, and measuring methods.āVitor PeƧanha, 48:03
SEO has a straightforward response marketing mindset. People say that an ad served but not clicked is branding. With PR, if you get an article in the New York Times or Forbes that discusses your brand, but it doesnāt link to you, I think a link builder or an outreach person might be upset, but thatās a win. Thatās a branded win.āLoren Baker, 35:47
Branding is a tough thing to measure. Itās something that for the last, I would say, 15 years. When you think about branding and how it is in content marketing, we have to explain that itās not only demand generation, last click, and exact attribution. Youāre building a huge asset, and you win the game when people are looking for your brand. āVitor PeƧanha, 43:30
[00:00] ā About Vitor & Rock Contentās mission
[04:23] ā Rockcontentās acquisitions.
[07:48] ā Learnings in acquiring businesses.
[15:15] ā How was the Helpful Content update for Vitor?
[23:54] ā How important is content planning for outreach?
[36:39] ā How marketers can identify branding wins.
[44:06] ā One of Vitoās best successes in Brazil.
[46:12] ā What is āshare of searchā?
[52:20] ā How to optimize blogs in 2023.
Resources mentioned:
Rock Content: https://rockcontent.com/
Rock Contentās Social Impact Page: https://rockcontent.com/social-impact/
If you acquire a company, youāre not acquiring only the revenue; youāre not acquiring only their market share., youāre acquiring their culture and their team. āVitor PeƧanha, 8:32
When we think about the customer journey, I like to say; ideally, you have to take people to your media and domains continuously. āLoren Baker, 24:39
The important thing here is to broaden your scope and think about content and SEO from a minimal perspective if there is no link, but thereās also no value. You got to believe Iām building an online presence and reputation. If I can make people go to my website because I managed to introduce a new concept, thatās a great strategy.āVitor PeƧanha, 33:17
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Connect with Vitor PeƧanha:
Bringing global brands to new heights is what Vitor does best. He is an international speaker and one of the founders of Rock Content. A world-renowned leader in content marketing, Rock Content helps businesses grow their brands and drive revenue.
Vitorās leadership helped Rock Content grow from a small start-up in Brazil to an international powerhouse. Their global expansion strategy was significant for their success, which saw them invest heavily in new acquisitions.
Connect with Vitor on LinkedIn: https://www.linkedin.com/in/pecanha/
Follow him on Twitter: https://twitter.com/pecanha
Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker
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