David H Deans writes in his recent blog post about how marketers are seeing that search is major deal when it comes to branding. He mentions a report in eMarketer that show that online search results are the third biggest influence to a companies perception. The biggest point that David makes is that search is where the biggest audience resides for brands and too ignore it would be foolish.
I really like that David mentions the fact that “social media” gurus might one day rediscover search again after the fad of “social everything” has worn off. This article has some juicy data and could be really useful if your looking to get SEO investment on your next content marketing campaign. The key takeaway is that you need to use SEO to get your content marketing message out to the people out there. Nearly 69% of marketers in the study from eMarketer used SEO to improve content awareness.
You can read the full article here: http://blog.geoactivegroup.com/2012/08/why-your-content-marketing-campaign.html