Thursday, June 06, 2013

Where does CONTENT MARKETING fit into the FUFISM picture?

I am often asked where content marketing fits into the FUFISM picture and how is content marketing related to FUFISM. This question is asked so often that I felt the need to write a post covering this, but when I started  to put pen to paper I realized that there were some basic explanations that needed to be defined in the correct context, because the SEOI (Search Engine Optimisation Industry) has been attacked in many strange ways and the statement that SEO is DEAD has been bandied around so often  that many people believe this to be true.

Firstly we need to start with the newest term and explain what is FUFISM, then we need to ensure that you understand the meaning of a few other terms, and that there is no confusion around the meaning of terms that the online marketing world has redfined for their personal consumption to enhance the so called death of SEO,  which is a blatant lie and used to market their own personal interests.

FUFISM is an acronym brought to life by Info4u to help us in our efforts to explain the use of the social media in todays business environment.

FUFISM = Functional User Friendly Integrated Social Media. 

The advent of the social media with sites like FACEBOOK, TWITTER, LINKEDIN, PINTEREST and GOOGLE PLUS have changed the way that people communicate in their social environment, and this change has flowed out of the social realm into the workplace, affecting business communications in many strange and mysterious ways.

It has thus become imperative that business understand this very serious change and take the necessary steps to ensure that their business communications methods are adapted, allowing business to find ways to make use of these changes in their  communications policies, and that the use of social media as a communication medium, with its wide variety of different tools is integrated into business communication structures in a more professional, user friendly manner so that both internal communications and communications with the public at large are easily established and well managed from a company public relations perspective.

Business must thus integrate the social media  into all their communication strategies, especially their marketing strategies with the primary focus on connecting with their target market groups for the purposes of marketing, advertising and public relations management issues.

FUFISM is also a philosophy where many things are shared, focusing on the  marketing arena and the Search Engine Optimisation strategies that are used to ensure that a company's online content is located by the intended target market, then tracking the impacts of the various social media marketing strategies, and ensuring that every person within the company's marketing structures understands their role that they fulfill, as well as the results that  their individual efforts have achieved.

One of the primary pillars of the FUFISM philosophy is that each person within the company marketing team understands the complexity of the SEOI (Search Engine Optimisation Industry) and has the tools to visualize each separate component's influence on their own field of expertise, and have some influence on the reporting structure to show others in the marketing team what their own efforts are, with a focus on how their personal efforts may influence the many other sectors in either a positive or negative manner, so that the necessary actions may be implemented to counter any negative impact or capitalize on any positive influence.

FUFISM dictates that each person who is in control of, or manages any online content should attend regular public relations meetings, as well as marketing meetings where the effectiveness of each online environment is discussed, along with the methods and tools used to ensure that the online information made available in that environment is compatible with all other online information and integrated into the company communications plan, as provided for in the directives which have been issued according to minutes of meetings. This is essential for accountability, which is one of the corner stones of  the FUFISM philosophy.

Each person appointed to perform any duties which entail publication of online materials of any nature should be held responsible to ensure that feed back on when (Date and Time) the online publication became effective, so that this can be used to determine the impacts of this information on the SERP's (Search Engine Results Pages) of any related work which may be referenced or linked to from within the work published. This is an essential part of FUFISM and should not be taken lightly, as there could be unforeseen negative impacts on the SERP's if a search engine decides that this is SPAM and takes action in the form of a censure of some type.

This logging of publication or feed back on publication should help identify the specific post or publication that causes the SERP's to either improve or drop. Without FUFISM management strategies in place these issues would be very difficult to isolate and then  rectify.


Online content is all the stuff that your entire company puts online for what ever reason. This includes but is not limited to
  • your web publications
  • your blog publications
  • your social media publications
  • you online marketing
  • your online advertising
  • your online news publications and press releases
  • your online public relations efforts
The above content and any other online content you may have made available to either the public or your own staff does not happen without a plan of some sort, unless you are playing games and have no clue as to the power of the internet.

Each publication that your company places online should be part of a plan and have 
  •  a purpose
  • a set of aims
  • some objectives 
  • a time frame
Deciding on what content to place online is a complex task that should involve your public relations and marketing teams working together as a unit to make a company policy frame work, which would dictate who is responsible to   research the purpose, aims and objectives of having any online content in place from the beginning, then allocate specific persons to formulate content to satisfy the identified purposes, aims and objectives in a co-operative manner, so as to solicit the best input from your public relations team along with the persons that have been appointed to control and manage the environment in which that online content will be made available to the specific target market group that it was intended to reach.


SEO or Search Engine Optimization is a complex affair and covers every strategy that you have in place to ensure that your intended target markets find and follow your proposed online call to action statements for the sub set of information which you would like  that specific target market to experience.

The primary support structure which ensures that Search Engine Optimisation succeeds is target market selection and the subsequent key word research around the information that you would like that specific target market to evaluate and take action on, then ensuring that the specific online page where this information is housed has the necessary IPSEO (In-Page search Engine Optimisation) done by your staff and / or consultants, and that this is then followed up with the necessary OPSEO (Off-Page Search Engine Optimsation) in the social media and through other company approved channels by your staff and / or consultants.

for more on what SEO is see previous posts in our blog at

general description of SEO
Google author and SEO
Off page SEO issues
The value of Social signals and SEO
SEO for start ups in under ten minutes
Understanding search experience from an SEO viewpoint
how much do you spend on SEO and Social media
who is in charge of your SEO and why?
The SEO value of out bound links


Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. Marketing is a critical business function for attracting customers.

Online marketing is thus the online process of communicating with your customers for the purpose of selling your service or product online or through another online avenue.

Now that we have an understanding of the core components listed above we can continue on to discuss CONTENT MARKETING and its place in the FUFISM philosophy.  Using the above information content marketing may be loosely described as follows:

Content marketing is the process of communicating the value of your online information (content) to search engines, content aggregators and other online repositories for the purpose of ensuring that your online information is listed or indexed and placed in their databases then found by your intended target market when they search online for your information and displayed in SERP's (Search Engine Results Pages)

Online content marketing is using relevant and valuable information to attract potential customers to your online content.Good online content will not only attract, but if done correctly, will engage your target audience and drive profitable action to your business. Learn how to implement a content strategy in your business. see this article for more

Read here to get a few different views on what content marketing is but keep in mind that online content marketing is a subset of Search Engine Optimisation strategies and needs to be treated accordingly. Many other explanations for content marketing ignore the SEO component and treat content marketing as a stand alone issue, which is very bad for your online business efforts.


Once you have an understanding that online content marketing is a subset of Search Engine Optimisation then you can get to grips with the idea that online content marketing must be integrated into your marketing philosophy at an early stage. Content marketing should be integrated into your marketing strategy at the point where you create the content plan and list the purpose, aims and objectives of a specific subject, product or service that you need to bring to the attention of a selected target market through your online content.

Target market selection is a critical component of your content marketing, as the content should be constructed and formulated with a call to action statement in a manner that is recognizable and appreciated as important to your selected target market.

Having great content with an effective call to action statement is the first part of content marketing, the second part, which is putting the In Page SEO component of your content in place, requires careful target market definition with an understanding of the characteristics of this target market , as the third part, off page SEO is defendant of the second part for its strategy.

It is good Good content marketing practice to follow  up with some cross media marketing in the traditional media such as RADIO, NEWS PAPER and / or MAGAZINES to put the key words into your target markets minds so they will search online for more info on the the product or service in question.

This is where FUFISM comes into the picture as these things all need to be coordinated and managed to co-inside with the social media marketing of your online content to ensure  maximum impact and enforcement of the selected key words across many different platforms that each has a small accumulative impact on your SEO and the accompanying SERP's

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