Search is one of the most vital – and misunderstood – components of a content distribution strategy.

The ongoing algorithm shifts initiated by the search engines make it hard to be confident that you’re doing everything you can to optimize content performance.

As part of CMI’s new Mastering Content Marketing video series, we asked Courtney Cox Wakefield, digital marketing manager at Children’s Health, to share her view on trends shaping the search landscape, and the challenges and opportunities they hold for content marketing.

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“Content marketing is becoming marketing.” That’s the first item John Hall cites in his Forbes article about 2019 content marketing trends to watch.

Once a radical idea (despite its historical roots), the concept of replacing one-sided information pushes with two-way conversations and relationships with audiences is now commonplace with marketing teams.

“Content is one of the best tools you have for earning trust, building your brand, generating site traffic and qualified leads, and everything in between,” writes John, co-founder and president of Calendar.

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