How did the top webmasters build a marvelous brand identity? It seems unlikely that there would be a homogeneous answer to such a broad question. However, there is a thread that binds them all together. That would be their relentless pursuit of quality content marketing. The book Content Marketing Success defines content marketing in an extremely useful, practical, and fresh way:

Well, content marketing is a technique of creating valuable, relevant content for a target audience with the goal of strengthening your brand, receiving search traffic and ultimately driving sales. That’s a fancy way of saying that you educate people and in return they get to know you and like you and give you money for your help.

That means content marketing is for people, as opposed to search engines, a key distinction that many people still fail to understand. People know quality content when they see it. Conversely, they know when they have stumbled upon content marketing that aims to hit certain keyword ratios or take advantage of trending keywords. What do you think is more valuable: 10 people who read your blog once and never come back or one person who finds your content alluring and subscribes to your blog? The loyal subscriber is much more valuable. You can promote to them via email marketing, affiliate links, and much more. On the other hand, random one-time readers are unlikely to buy anything from you or click on your ads.

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