I was recently asked by a customer about the key trend in SEO(Search Engine Optimization)/SEM(Search Engine Marketing) for 2014. From my perspective, there is one critical thing organizations should focus on – content marketing. In days past many would claim content is king. The wisdom of the past was that optimizing web the findablity of content was the critical effort of any Internet marketing effort. In 2014, I have to disagree. Content isn’t just king –it’s CONTENT MARKETING that is king. Content marketing is about authentically communicating value through web content, articles, video, etc. with the goal of building relationship with and eventually – acquiring customers. I think often Marketing professionals forget that like SEO/SEM isn’t a one time thing but an ongoing process. Our “process” should be to develop relationship with customers via content that brings them value and expounds on benefits we offer along the way. This isn’t a single campaign or effort but an ongoing strategic effort. That is why content marketing is the biggest focus in SEM for 2014 in my opinion. Not any technical trick, capacity or shortcut. Quality content. Nothing more nothing less.