Content Marketing is an essential component of every digital marketing strategy. It enables a business to grow its lead lists, boost conversions, and build authority. An effective content marketing campaign is like a well-oiled machine that sets your business apart and puts your business into a self-growth orbit.
The growth of the content marketing industry, therefore, has witnessed many educators, influencers and thought leaders emerge over the past couple of years.
Let’s talk about five such content marketing celebrities and what you can learn from their success.
Joe Pulizzi from CMI
Joe Pulizzi is the founder of Content Marketing Institute.
The CMI is the premier breeding ground for ambitious digital marketers.
Besides, the CMI also hosts the biggest content marketing event in the world, known as Content Marketing World.
Joe Pulizzi has authored four books on content marketing which includes:
- Epic Content Marketing: How to Tell a Different Story
- Break through the Clutter
- Win More Customers by Marketing Less
He is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council.
Brian Clark from Copyblogger
How often have you seen a blogger turning his passion for blogging to education, and then turning it into a staggering $12 million company?
Brian Clark is the CEO of Rainmaker Digital which serves more than 200,000 unique customers across its three brands, earning in excess of $12 million in annual revenue. However, when Brian launched Copyblogger in 2006, it was just an educational blog that taught people how to write more compelling content. Without any VC support or advertising, he made it to 8 figures in annual revenue. As a recognized pioneer in the content marketing industry, Brian has been acknowledged and featured as one of the most influential online marketers time and again. As Brian said in one of his interviews with Forbes, “It can be tempting to make the quick buck, but I was never going to do that, and I think that’s why we’ve never had a product fail. It’s always about the audience first, and we ended up getting rewarded for prioritizing correctly.”
Recommended: Interview with Brian Clark (Podcast)
Rand Fishkin from Moz
Rand Fishkin is synonymous with inbound marketing, and a profound thought leader in the SEO industry. As the founder of Moz, the leading inbound marketing software company, Rand’s journey is as inspiring as it is wisdom-inducing.
Rand’s journey dates back to 2001 when he and his mother began working together, offering marketing services and website development for small businesses in Seattle.
However, as they tried to expand their business, they found themselves in a large amount debts while they business didn’t kick in as expected.
Nearly bankrupt after four years, Rand and his mom nearly decided to quit but they didn’t. Instead, they pivoted to SEO - a term most businesses, in 2004, would hate because they thought it was some sort of scam to make money off the Internet.
But with dogged determination and help from his grandfather, soon they were able to build an SEO consulting business that helped them pay off the debts, and more importantly, found a sustainable business model.
Today, Moz is a $40 million business and still growing strong.
However, Rand’s still learning from his journey, and in an interview with Eoghan McNeill, he admitted his mistake that resulted in their software failing to make the desired impact. “But I thought I knew better than everybody else,” said Rand.
- Jeffalytics interviews Rand Fishkin [Transcript]
- 7 Essential Content Marketing Lessons from Rand Fishkin’s WBFs
- Moz's accidental journey to $40m
- The Long, Painful Journey to Better Self-Awareness
- Inside Rand Fishkin’s Journey With Moz
Neil Patel from Crazy Egg
Neil Patel barely needs any introduction if you’re in the field of online marketing, especially Conversion Optimization. The SEO superhero, Neil has founded two successful SaaS companies - Crazy Egg and KISSmetrics - to help online businesses track, analyze and optimize their traffic to make better optimization and business decisions. After graduating from high school, Neil started his online marketing career helping small businesses generating leads and increasing online traffic. Even as it earned his decent revenue, he grew bored of it, and decided to build software. His blog QuickSprout is where he shares his online marketing wisdom.
Brian Dean from BackLinko
Earning quality backlinks from trusted sources, particularly those operating within your niche industry, has been known to have benefited sites seeking higher rankings and more online traffic.
No wonder then way, earning backlinks is a multi-million industry today with many resorting to shady techniques to earn backlinks. Moreover, poor quality backlinks have become more of a liability after Google unleashed Penguin updates. That’s when online marketer started seeking ways to attract natural links by building quality content.
Brian Dean’s pioneering Skyscraper Technique advocates exactly that. The technique, which is considered fully whitehat, advises online marketers to explore link-worthy content opportunities, build high-quality, long-form content, and launch an outreach campaign to build quality backlinks. While it has worked for many, it hasn’t for others. However, the technique has inspired many to invest in building high-quality content as the first step towards better rankings opportunities.
Apart from Skyscraper Technique, Brian has shared many tricks for building online traffic and authority.
Being successful at content marketing begins with closely following the trends and more importantly, paying attention to what the industry leaders are saying. They are the ones who get real results, create trends, challenge conventional wisdom, and push the limit.
About the Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: @ugosus.