Media Coverage

The New Marketing Imperative for Brands: Publish Original Content

August 1, 2013

The early days of online marketing were a lot like the Wild West — anything goes.

Keyword stuffing, thin content and links from dubious websites all worked to move websites up the search rankings and drive traffic. Over time, the algorithms became smarter and many of the worst tactics lost effectiveness. The past 18 months have been a transformative period for the digital industry, with three key factors contributing to this significant change: an emphasis on quality content, the use of multi-platforms for content discovery and the increasing importance of influencers.

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