In this new world of Internet marketing, it's not about being "optimized," but being "easy to find." That sounds like a subtle difference, but it couldn't be more profound.
One has to do with page tags, keywords, and trying to manipulate incoming links; the other is about generating interesting ideas, starting discussions, and being a prominent voice in your market or industry. It's the difference between screaming nonsense through a microphone and having journalists come to you for an expert opinion.
This infographic sets out the 21 NEW rules of content marketing that every modern marketer should know.
If you want to maintain a high search engine ranking and use content to keep targeted buyers coming to you, this is information you can't afford to skip.
Bonus... if you like the infographic, you're going to love to slides (includes author's notes). Get them here: goo.gl/dTMrh