Content marketing should be the driving force in your online marketing campaign, as Rand Fishkin illustrates in his edSocialMedia Summit presentation, “Connecting Inbound Marketing for Exceptional Return.”

The landscape of online marketing is consistently changing, and organization leaders must stay current to gain the attention of our constituents and customers. Content marketing must be at the core of the marketing plan, and marketers are called upon to handle the creation. So how will your organization do it? Rand explains how content marketing builds value in every channel, simultaneously, by increasing traffic, social community, search results and more.