Buying email lists, Black Hat SEO and other nefarious activities are still used though... primarily for short-term gains and only by some digital folk. Despite all the guidance of search engines, advice from reputable online agencies and contributions from best-practice consultants, there is still a fair bit of shadiness still used (and some clients even encourage it).
Content Marketing on the other hand is the discipline of creating and sharing content for the purpose of communicating, educating and informing prospect, customers and anyone else really. The art of great copy writing, coupled with great UX skills and fantastic creativity is rewarded in engaged eyeballs and influenced sales.
But I have been considering recently whether there a dark side to Content Marketing. Activity that isn't entirely legitimate, but that has yet to be defined as dodgy.... yet
Here's some examples I can quickly think of:
- Writing blog posts with very similar titles & subjects (purely to try and cover a range of search terms for SEO or internal search)
- Writing unnaturally (either to force a call-to-action or to appeal to search engines with keyword stuffing, repetition, etc.)
- Creating meaningless (or even completely off-topic) infographics just to encourage their sharing
- Creating numerous videos from a single original clip and posting them online under different titles and keywords.