Content marketing has been a buzz word for a couple of years now and SEOs have adopted the discipline as a ‘clean’ way of driving organic performance. However, there are still a lot of misconceptions around content marketing, mainly because marketers still struggle to show an ROI on content marketing activity. Facebook shares, tweets and Pins don’t drive search performance; relevant links, popularity and engagement do, so the objective of your content marketing should be to be useful first and viral second.