First off, let me put this out there - I got burned, quite badly, by penguin. Spent on 3-4 different SEO agencies over a few months and then suddenly, that fateful day in April, saw all my hard earned organic rankings disappear. We had a pretty strong PPC campaign going so the damage wasn't that bad, but essentially, we're now paying for many clicks that would've been free. Also, there was a decrease in the number of incoming leads. I went through my stages - from disbelief, to anger at google, to anger at the agencies, to Dwoskin induced acceptance And finally, to finding a way out. Which led me to this whole content marketing movement. Now to many of you, this content marketing business is old news, but to me, despite having read about the importance of quality content, it kind of just flew by. I figured, link building is much easier than investing time and energy in a long term content plan. The more I've gotten into it, the more benefit I see of it. It's counter-intuitive and how. Good content can go Viral (and I don't mean Gangam type 220 million viral, but say you're in B2B and a great article spreads across even 100 potential buyers), good content is platform independent in a sense (ie. the same content can be shared on your blog, other blogs, social media sites, press releases etc) vs link building that's only keeping search engines in mind. Good content can build authority, serve as a branding method, introduce you to the buyer in a non-selling, expert role and sooo many other things. Oh, and apparently, post-penguin, the natural links you can build by virtue of your killer content is what's going to get you up there on Google. Can you say, counter-intuitive? I'm a HUGE fan of Chet's work and I see this content marketing strategy as marketing that *perfectly* fits in with the sales methods that Chet preaches. It satisfies so many different strategic objectives, as stated above. The funny part is, investment wise too, is doesn't really cost that much. But it needs to be content for its own sake - get *realllly* valuable content out there. Put yourself in the client's shoes and solve his problem. Even the high quality guest posting articles I'd seen in the past didn't really do that. They were well written, but basically, didn't solve anything for anyone. The benefits of this valuable content aren't necessarily as short term as a PPC campaign or a link building blast - but I *know* its going to make a tremendous difference in even conversions over the long term. Imagine buying from Chet after watching his program v/s someone who's link you happened to find up there on Google. I should add though, this type of a campaign makes sense given the business we're in. I don't know about niche mini-site type businesses. Assuming it makes sense for your business, if you really give it a long deep thought and are committed to the effort and discipline it's going to take, sit with a paper and think of ALL the benefits that a strong content marketing campaign could give you. Then hopefully you'll see why Penguin was tough love in a sense. Think SEOMoz - abandon short term results for long term though leadership in your industry.