Content Marketing Is King AGAIN???

It’s funny how things come and go. One such funny thing is the trend of “content marketing”.

Even though it’s been around for as long as the internet has been around for, all of a sudden the term “content marketing” became a buzzword (again) at around 2011.

And now it’s on a hockey stick curve that seems to be the start of a MASSIVE new wave.

Inside my video today, I talk about why I think the trend started, why it is likely to continue greatly into the future, and why you need to seriously get into content marketing as part of your online business strategy.

Let me know what you think about my ideas inside today’s video. I’m not an SEO expert, so please forgive me if my simple analysis of the content marketing trend is a little too simple!

Until next time…

Gideon Shalwick

About Gideon Shalwick

Gideon Shalwick is a YouTube and video marketing expert, and has figured out how to get a TON of attention using online video (with one YouTube channel reaching 10 million views!), and today, he's built a following of over 100,000 people for his business ventures, and 60,000+ people on this very blog, where he shares some of his most powerful video marketing strategies.

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88 Responses to Content Marketing Is King AGAIN???

  1. Edward Norris

    I liked your video on Content Marketing, and since I am new and did not know what content marketing was, I Googled it and found CMI, the Content Marketing Institute which has a lot of content about content marketing. If you haven’t seen that site check it out. Perhaps it might be useful.

  2. Gideon Shalwick

    Over the last two years “content marketing” has become one of the latest
    buzzword in the business world. But the strange thing is that content
    marketing has been around since the beginning of the interwebz! So why the
    resurgence over the last two years? And why YOU should seriously start
    thinking about content marketing as a business growth strategy…

    • Greg Savage

      Was this shot with your iPhone?

  3. How to Video and Marketing

    Useful content should be at the core of your marketing

    Consumers have shut off the traditional world of marketing. They own a DVR
    to skip television advertising, often ignore magazine advertising, and now
    have become so adept at online “surfing” that they can take in online
    information without a care for banners or buttons (making them irrelevant).

    Smart marketers understand that traditional marketing is becoming less and
    less effective by the minute, and that there has to be a better way… and
    well hello YouTube!

    • Gideon Shalwick

      That's pretty awesome +Glendon Cameron! Fantastic to hear!

    • Glendon Cameron

      +Gideon Shalwick I thought so myself!

      I remember a week I put out 10 story based videos about my former business made more money in a week than I did the previous month.  Great content sells!

    • Gideon Shalwick

      What that really IS very awesome! Congrats +Glendon Cameron!

  4. Gideon Shalwick

    That's EXACTLY IT! Thanks +How to Video Marketing Training Services!

  5. TechSupport100

    I was in the market for a tool for my shop, of which there are many
    different brands, models with a variety of features – and many sellers in
    this space. Many of these sites had stock photos, stock descriptions, and
    maybe some “user ratings” (which I trust less and less every day). Site
    after site, same photos, same text, yadayadayada.

    But one (and there could be more, because my search ended here) had nearly
    100 short, 3- or 4-minute videos showing different products in use. As I
    said, this is where my search ended because that’s where I was able to
    decide which one to buy thanks to the videos.

    But here’s what’s really important. This site didn’t have the very best
    price for the product I bought. It was a good price, but not the absolute
    lowest. However, the information in those videos had helped me, had
    acknowledged my quandary in some unspoken way – perhaps even raising a bit
    of a sense of obligation (see any book on hidden persuasion about the
    obligation motive) toward this company. More importantly, those videos
    raised my level of TRUST that these people knew the products and would be
    able to help if I needed it after the sale.

    In other words, I was really grateful for these videos, which helped me

    I think that’s the real “back story” about content marketing!! Good
    content acknowledges your prospect’s dilemma, questions or even doubts –
    and it addresses them. It silently says that you realize there’s a PERSON
    out there trying to make a decision. It demonstrates your expertise and
    that increases the prospect’s trust level exponentially – much more, for
    instance, than things like “100% satisfaction guaranteed” and all that guff.

    It’s one example of the “speed of trust”. (Excellent book, by the way.)
    Create some content; give people a reason to buy from YOU instead of your
    here’s-the-menu-are-you-gonna-order-or-not competition.

  6. Greg Savage

    +Gideon Shalwick I've been following your work for a while and recently began using my smartphone (galaxy S4) for more video creation. 

    When I videos that stand out to me I always question what was used. May I ask what mic you used in this video. I'm trying to go more mobile with my setup. I have an AT3550, to much "hiss" in it for me

  7. Greg Savage

    +Gideon Shalwick I also notice there is a remote in your hand at the end of the video. I didn't realize you could control the iphone from a remote device. 

  8. AimenTv5 ©

    You look so happy in your videos :)
    Great thumbnail and very entertaining video.

  9. Gideon Shalwick

    I look happy? Hah thanks +AimenTv5 ©!

  10. Gideon Shalwick

    +Greg Savage here are some of the tools I use with my iphone:

    1. Lapel Microphone

    2. Microphone Cord

    3. iStabiler Tripod Mount

    The iStabilizer Tripod mount will work with any tripod. So if you already have a normal tripod around, there is no need to get another one.

    4. iStabilizer Monopod (optional if you wanna do cool selfies while walking around – might actually be really useful for your kids site!)

    5. iStabilizer Remote for iPhone

  11. Gideon Shalwick

    Ooh nice! Sounds like a MUST read for me! Will grab it now – thanks for the recomm!

  12. Gideon Shalwick

    nah just start and stop really… focus would have been ultra cool! but it's not really needed with iphone much

  13. anamarketingblog

    Apart from my baby blog video marketing is amazing, what is the best way to

  14. Gideon Shalwick


  15. TechSupport100

    One other comment if I might: When it comes to content, keep your
    promises! Too often, “content” turns out to be very shy on information and
    very long on sales pitch. That “free course” turns out to be nothing but
    an infomercial, with very little in the way of actual USABLE information.
    Once again…it’s a matter of trust. Pack your video, PDF, whatever to the
    rafters with high-quality information – even when it’s free, or perhaps
    ESPECIALLY when it’s free. This is not the place to be stingy, and being
    generous is one of those rare things in business that has a huge ROI – your
    cost might even be practically nothing.

    Let solid content do the job of selling you and your company without being
    overly obvious about it, and certainly without disappointing the prospect.
    If your information disappoints, they will assume that your product and
    your company will DO THE SAME.

  16. Gideon Shalwick

    you're welcome!

  17. Красимир Кривчев

    I agree with you. The big problem of more sites is exactly  that … Just "copy and past".  This is so stuped, and not just for Google … what about your customers. How you will engage people with "copy-past" content ?

  18. Peter Walls

    Excellent video. I’m planning to expand my business into the UK this year,
    driven by a “Fab” Video Content Marketing Strategy. I hope! :-) I found
    this video (and indeed all your videos) wonderfully helpful. The point you
    make about the graph of Marketing Content Interest spiraling at the time
    Google PANDA was released makes a lot of good sense. I’ve been following
    you for about a year now and I’ve found what you have to say extremely
    helpful and insightful. Sincerely, Peter D. Walls.

  19. Christopher Stafford

    You are correct! Content and video is what is going to work in pushing
    business up. Thanks for the video.

  20. James Roughton

    Great video as usually! Always something to think about, as things are
    changing faster then we can keep up.

  21. TechSupport100

    +Красимир Кривчев The thing to realize is that stock product photos and canned product descriptions ("cut and paste", as you say) do not constitute "content" at all – at least, in this context.  There has to be some content – some unique information – that people can only get from you.

  22. Rohe Energie - Vegan & Gesund

    Video is king!!!

  23. Let's Go Road Trippin

    Being a former web developer / programmer, it has been a refreshing change
    to see that the CONTENT of a website is what gets it on searches, and not
    putting keywords on a page in hidden text. The days of embedding keywords
    that had nothing to do with a website are long gone. I have been watching
    that trend for a long time. Google is finally getting search right. Now,
    I just need to figure out how to get my start up higher up on the list :).
    I think my new business is great, I just have to let the world know how
    fantastic it truly is :).

    Thanks for your videos. I always learn a little something in each of them.

    • Gideon Shalwick

      Well… sounds like a video content marketing strategy might be on the cards for you then +Let's Go Road Trippin 😉

  24. James Schramko

    Thanks for the mention Gideon. We shifted our focus to on-page content a
    few years ago and Google have ended up getting up what they wanted.

    • Gideon Shalwick

      Yup – if we wanna rank, we gotta play their game

  25. Greg Wastl

    How does podcasting compare to video in content marketing?

  26. Bryan Krauss

    Great content Gideon. Shared.

  27. tisme

    Make it our one thing then Gideon? 😉

  28. Jason Stephenson

    Content marketing is KING.

  29. Gideon Shalwick

    You're welcome +Christopher Stafford!

  30. Frederick Fichman

    Please define content marketing. tnx

  31. Gideon Shalwick

    Totally +Christopher Stafford!

  32. Gideon Shalwick

    ok cool – I might do that in a future video more thoroughly… especially as it relates to video content marketing :)

  33. Jason Stephenson

    Thanks Gideon – I subscribe to your vids now. Love your work. and you are so damned right about content AND video marketing… amazing stuff. Bests from NSW Australia.

  34. Lee Gooch

    Good stuff Gideon!

  35. Steve Winder

    Great point Gideon… great video

  36. Vlog Pod

    Great points +Gideon Shalwick, love the trend graph overlays… couldnt be
    clearer when linked to Panda in that way. I always say though that
    businesses need to ensure they are not just creating content for contents
    sake (SEO) but rather to aim to engage their market in authentic
    communication. Otherwise it’s all just BS :)

  37. Kieran McDonogh

    Fascinating insights Gideon – love seeing stuff like this learning about
    long-term trends and patterns. So since Video is your thing, do you have
    any predictions on what the next phase of development is for online video?

  38. Gideon Shalwick

    I sure have some thoughts about it +Kieran McDonogh! Might share some of those in a future video :)

  39. Melissa Feick

    Gideon great insight! Do you see Live Google+ as a good way of doing
    content marketing?

  40. Susan Paget

    +Gideon Shalwick Thank you for such great insight. Timing was funny because
    I was at a meeting last night with a guest speaker talking about this and I
    was like, huh, isn’t that a given? But what you said re why it’s the thing
    “now” makes sense to me. Appreciate you sharing with us!

    • Gideon Shalwick

      haha that is a really nice way of looking at it +Susan Paget!

  41. Edmund Pelgen

    See this new video style it getting noticed

  42. Video Traffic Adrenaline

    Right on the money Gideon. But also I would add that the quality of content
    has to be very high because of Panda. Also I think that it is important to
    create and manage your Google+ profile page which is now integrated with
    YouTube. And Google+ signals are important for YouTube video ranking.

  43. Mister Alexander

    I don’t remember it ever going out of style

  44. Coolwater102

    content is a good way to build a strong brand

  45. Ydonkov

    Fcuk SEO, focus on providing great VALUE and people will follow (long

  46. Cheeky Tomato Media

    Content Marketing vs SEO – where the trend is heading in 2014 – and where
    are you investing your online marketing efforts..http://

  47. I just discovered this graph of web sites using YouTube. After flatlining for 2013, since 1 Jan 2014 it has grown from 20,000 to 60,000.

    Amazing growth, don’t you think?


    • Gideon Shalwick

      Wow Anthony! That is rather… INSANE!

      I am looking into it now. Seems a little unbelievable, but if true… man… not sure what to think yet!

      Gonna dig into it a bit now…

      Thanks for the share!


    • Gideon Shalwick

      Ok so I had a quick look – not sure I know how to interpret the data.

      Do you think you can help Anthony? What do you think that graph means?


  48. I was stunned to see this graph that seems to show an explosion in YouTube content in the last three weeks (as at 26 February 2014):

    If I’m reading it correctly, it indicates that of the top 1 million web sites found (the red line), the number of sites with YouTube content suddenly surged in February 2014. It went from a fairly static number (or a slight decline) over 2013 and then BOOM!

    It represents how many sites use YouTube somehow on their web site. It could be my aunt including a funny cat video she found on YouTube or it could be Nike including a video they have made themselves.

    What we’re seeing is that in March 2013, there were 17349 web sites that used video from YouTube in some way on their web site. (Hover over the red dot and you’ll see the exact number). Interestingly, throughout 2013 the number of the top 1 million web sites declined with the number of YouTube videos included on them. This could simply mean new sites getting pushed into the top 1 million and not including video.

    But the surprising – amazing – thing is that in February 2014, there were 60755 of the top 1 million sites that included some YouTube video on their web site. Remember, this is not necessarily produced by themselves. It could be simply a link to a Gideon Shalwick video, for example, but if you go to their web site, you get to see a YouTube video on it.

    Now it seems to me that this probably indicates one or two things:

    1. The sites which started in the top 1 million and are still in the top 1 million are now including YouTube videos
    2. New sites are coming in which have YouTube video and are edging out of the top 1 million the sites which don’t have YouTube video.

    In the end, the numbers have grown from 1.7% to 6%, but what strikes me is the amazing growth in the last month.

    This doesn’t indicate what kind of video is being included. It could be content marketing, direct advertising or maybe even funny cat videos. But what it does show – if I’m reading it correctly – is that there has been an explosion in the number and proportion of web sites that are including video in their content.

    It seems to me that whatever can be said about Content Marketing, video is king.

    Quite apart from those with web sites that embed YouTube videos, I think that for very small businesses who really just operate with their mobile phone and an email address, there is an opportunity here, too. They could simply have a YouTube channel, or even piggyback onto someone else’s, and have a 1 minute video which says who they are, what they do and how to contact them. Much more powerful than a mere ad in the local newspaper or a fridge magnet campaign. Of course, if they then want to direct from their YouTube ad to a web site, it’s easily done.

    I’ve written more about that here in my blog post “Who Needs a Web Page”

    • Gideon Shalwick

      Very insightful Anthony!

      I am still uncertain as to what is causing the spike. I guess time may tell…

      Thanks again for the find…


  49. PepperGrainMedia

    Content is king! And Context is queen!

  50. Gideon Shalwick

    +Greg Savage Yes. Why do you ask?

  51. Gideon Shalwick

    You're hitting the nail on the head +TechSupport100! Did you watch my previous video about building trust using video?

  52. TechSupport100

    +Gideon Shalwick
    Yes – and it resonated because I've preached this a long time.  Trust is one (although not the only) critical element of business leverage.  I'm not associated in any way with the book, but I've recommend "The Speed of Trust" frequently to business associates. 

  53. Gideon Shalwick

    Awesome thanks for your support +TechSupport100!

  54. Greg Savage

    +Gideon Shalwick that's amazing, does that remote allow you to focus on yourself, like a remote for dslr would? Thanks for the links

  55. TechSupport100

    +Gideon Shalwick
    Looking forward to your next video, Gideon!

  56. Gideon Shalwick

    Uhm… read my free reports on and also :)

  57. Greg Savage

    +Gideon Shalwick Interesting, I'll have to see if my phone allows this. The focus would be nice though. My phone has auto focus, guess I would have to learn to control my head movements

  58. Greg Savage

    +Gideon Shalwick thanks again my friend

  59. Glendon Cameron

    I agree 1000% my stories sold more books than advertising ever did.

  60. Gideon Shalwick

    You're welcome +Bryan Krauss!

  61. Gideon Shalwick

    Yup – gotta stay on the bleeding edge for sure!

  62. Gideon Shalwick

    Yup – you got it +Jason Stephenson 

  63. Gideon Shalwick

    It's certainly become part of my one thing now +tisme :)

  64. Gideon Shalwick

    Awesome! Thank you for your support +Peter Walls!

  65. Gideon Shalwick

    VERY good question +Greg Wastl! I was actually looking at that very thing yesterday with my blogging extraordinaire +Yaro Starak. The interesting thing was that the trend for podcasting on google trends hardly even features! But of course, podcasting happens on a different platform than google. But yes, podcasting is HUGE now!  

  66. Gideon Shalwick

    Big trends :)

  67. Gideon Shalwick

    Oh why thank you +Lee Gooch!

  68. Gideon Shalwick

    Thank you +Steve Winder!

  69. Gideon Shalwick

    Ah yeah I totally agree with you Ben (+Vlog Pod)! Creating super engaging content is where things are at for sure!!! Thanks for stopping by! And it was great to meet you in person the other day!

  70. Gideon Shalwick

    Lol! That is exactly the sentiment I had when people started talking about content marketing as if it was a brand new thing. Of course, I'm not trying to be like all high and mighty about it… but it does feel strange when people label something as new when it's been around for soooo many years. But maybe I am missing something lol!

  71. Susan Paget

    Whatever you're missing is completely helping all of us 😉

  72. Gideon Shalwick

    Ah yeah – I think that is one of the newer trends that fit in really well with content marketing yes! Watch this space… once I get my new internet connection, I may just venture into more Google+ Hangouts 😉

  73. Susan Paget

    Hey +Greg Wastl – I was thinking about your question – not sure if you already have tried podcasting but I've been doing it for the past year, in addition to being an avid listener so want to pass on a thought. Warning, it's a very low tech, non (obvious) marketing thought.

    Podcasting is a great way to get used to speaking off the cuff, finding your voice, fine-tuning your mission and your message. I often will riff longer on a podcast on the same thing that I do my videos so a lot of the prep and research has already been done – plus I cross reference back to the videos, etc. I feel that there are some people who would rather listen than watch so I want to serve them. Plus, I just love doing it frankly.

    I could go on and on about why podcasting is a great thing to dip toes into but to stay kind of, sort of, on topic, having a play with it could, at the very least, provide valuable delivery and presentation experience, which in turn can help with on-camera style.

  74. Greg Wastl

    +Susan Paget Thanks for the reply. Do you also do videos? My target audience are 50-60 tear old women who don't feel good. Many with poor concentration and brain fog. I suppose I can create videos and then turn then turn the audio into a podcast?

  75. Gideon Shalwick

    Very true indeed! Thanks for the extra info!

  76. Gideon Shalwick

    haha good one!

  77. Frederick Fichman