Audience and Authority are Not the Same Thing as “Prospect” and “Image”

Google’s Panda update and recent “Search + Your World” integration has changed the landscape as far as reward for quality content marketing is concerned, some would argue. There is a stronger focus on content quality, commonly understood to be content originality. 

It’s probably more than that. Content marketing is about influence and authority with an audience, a classic media objective, as much as it is about building a sales funnel. 

Before an audience member can be a prospect, he or she must first discover a content provider whose authority is trusted. The emphasis on content quality is about reader or consumer trust, among other things. Of course the information must have value. 

But content has more value when it is factually correct, in context, balanced and fair, some would argue. 

Read original article at Econsultancy…