Audience and Authority are Not the Same Thing as "Prospect" and "Image"

Econsultancy (Mar 8 2012)

1. 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 ...

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