The Death & Afterlife of Content Marketing [Podcast]


In content material advertising and marketing, belief is probably the most crucial issue. However with all of the updates occurring now, will this nonetheless maintain, and can content material advertising and marketing die off quickly?

Vitor Peçanha, the CMO and co-founder of Rock Content material, joined me on the SEJShow to debate the way forward for content material advertising and marketing.

We talked in regards to the significance of branding in trusted content material (for even zero-click searches), the “dying” of content material advertising and marketing, and the challenges and alternatives of constructing a world content material advertising and marketing firm.

Content material advertising and marketing as we speak, it’s like going again to our roots and saying hey, it’s essential generate worth. It could assist to acknowledge that model consciousness so folks will bear in mind you. That model recall, the constructive perceptions of your mind, that’s emotion. So as an alternative of claiming, “Hey, right here’s quite a lot of adverts,” we are going to construct all this by attracting folks with wonderful content material. So it’s the identical cruise as earlier than with the brand new channels, codecs, and measuring strategies.–Vitor Peçanha, 48:03

search engine optimisation has an easy response advertising and marketing mindset. Individuals say that an advert served however not clicked is branding. With PR, when you get an article within the New York Instances or Forbes that discusses your model, but it surely doesn’t hyperlink to you, I feel a hyperlink builder or an outreach individual may be upset, however that’s a win. That’s a branded win.–Loren Baker, 35:47

Branding is a troublesome factor to measure. It’s one thing that for the final, I might say, 15 years. When you concentrate on branding and the way it’s in content material advertising and marketing, we’ve to elucidate that it’s not solely demand era, final click on, and actual attribution. You’re constructing an enormous asset, and also you win the sport when individuals are searching for your model. –Vitor Peçanha, 43:30

[00:00] – About Vitor & Rock Content material’s mission
[04:23] – Rock Content material’s acquisitions.
[07:48] – Learnings in buying companies.
[15:15] – How was the Useful Content material replace for Vitor?
[23:54] – How essential is content material planning for outreach?
[36:39] – How entrepreneurs can determine branding wins.
[44:06] – Considered one of Vito’s finest successes in Brazil.
[46:12] – What’s “share of search”?
[52:20] – optimize blogs in 2023.

Sources talked about:

Rock Content material:
Rock Content material’s Social Affect Web page:

Should you purchase an organization, you’re not buying solely the income; you’re not buying solely their market share., you’re buying their tradition and their crew. –Vitor Peçanha, 8:32

Once we take into consideration the shopper journey, I wish to say; ideally, it’s a must to take folks to your media and domains repeatedly. –Loren Baker, 24:39

The essential factor right here is to broaden your scope and take into consideration content material and search engine optimisation from a minimal perspective if there is no such thing as a hyperlink, however there’s additionally no worth. You bought to imagine I’m constructing a web based presence and popularity. If I could make folks go to my web site as a result of I managed to introduce a brand new idea, that’s an awesome technique.–Vitor Peçanha, 33:17

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Bringing international manufacturers to new heights is what Vitor does finest. He’s a global speaker and one of many founders of Rock Content material. A world-renowned chief in content material advertising and marketing, Rock Content material helps companies develop their manufacturers and drive income.

Vitor’s management helped Rock Content material develop from a small start-up in Brazil to a global powerhouse. Their international growth technique was vital for his or her success, which noticed them make investments closely in new acquisitions.

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