BackBone and Artificers Technologies Announce Content Marketing Programs for Technology, Healthcare, Financial Services and HR Vendors

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New content marketing program from BackBone and Artificers Technologies combines continuous content development, timely delivery through traditional and social media channels, and ongoing search engine optimization to promote company/brand discovery and engagement.

Content Marketing

Today’s most successful marketers are moving from SEO to content marketing as it’s the most effective way of reaching and meaningfully engaging customers, strategic partners and industry influencers.

BackBone, a public relations and marketing agency specializing in technology, healthcare, HR and financial services today announces a partnership with Artificers Technologies, a full-service web development and SEO firm, to provide a content-driven marketing program that combines industry and subject matter expertise with proven SEO methodologies to improve company visibility and discovery via major search engines (Google, Yahoo, and MSN) and social media platforms.

Today, the top search engines use "site quality algorithms," which move well beyond "quantitative" analysis (i.e., keyword density) and into "qualitative" analysis, favoring content quality and relevance. This is why successful marketers are moving from SEO to content marketing, which rewards content that has reach and influence -- the articles, blog posts, tweets, white papers, and infographics you write, optimize and disseminate to key websites and across social media, and the degree to which they get read, retweeted, favorited and passed around.

Nine out of ten businesses are doing content marketing in some way, but their success rate is only about 30%, according to the Content Marketing Institute's annual research. One reason is lack of strategy; another is poor reception, where brands largely use content the same way they use advertising, to convey, at best, thinly veiled product pitches. According to Forrester analyst Ryan Skinner, "One of the biggest drivers of content marketing is the challenge of getting awareness through other traditional channels. Organic and paid search teams are clamoring for content to improve search visibility. Social teams have been shouting for content.”

Keywords vs. Key Concepts

“Being discovered in today's competitive online marketplace is about making sure your content is timely, newsworthy and obtainable from multiple well-regarded sources, combined with a deep understanding of ever-changing search engine algorithms,” said Sharon Muniz, President and CEO of Artificers. “We’re pleased to be partnering with BackBone, given their reputation for quality writing, well above the norms in every business vertical we’ve seen. Regardless of the subject or format, their work is on point, highly readable, and deeply informed -- which is the foundation of a content marketing program that promotes visibility and engagement.”

Constant Content, Consistent Discovery

“As specialists in technology, healthcare and HR, we know the dominant issues, trends and needs in each of these markets, and, consequently, how to craft informed, clearly stated messages that resonate,” said Charles Epstein, President and founder of BackBone. “We look forward to working with Artificers, as they are the only firm we’ve found – and we’ve searched for the past couple of years – that has demonstrated time and again a rare ability to get their clients ranked and noticed on all the major search engines. Together, we’ll be able to help clients rise above the noise, and send messages that make the most meaningful impression and have the greatest impact.”

BackBone works with clients in establishing a publishing schedule to deliver a consistent stream of timely, engaging content that Artificers engineers optimize for discovery, which is then distributed through the appropriate mix of channels: the major wire services, BackBone’s database of top media and analyst contacts, social media. For more on our Content Marketing/SEO service, visit

About BackBone

Founded in 1996, BackBone, Inc. is a marketing communications, public relations and business development firm specializing in technology, healthcare and workforce management. Combining specific industry expertise, media savvy, creative communications and advanced technology tools, we get your message to market fast, efficiently and effectively. For more, visit

About Artificers Technologies

Artificers specializes in customized web, software and mobile app development. The company’s interdisciplinary team of engineers and marketers designs and implements online/social media marketing programs for companies and public sector agencies around the world. Artificers’ new Content Management Practice combines proven SEO methodologies with domain expertise in healthcare, IT, finance, hospitality and human resources.

Artificers is headquartered in Reston VA, with a development team based in Kerala, India. For more, visit

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Charles Epstein
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Sharon Muniz
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