Insights on Marketing & Technology

Use the whole enchilada of digital tools

- You can create and distribute all kinds of media: text, photos, illustrations, video, and voice, for free. Your target audience can find it, share it with each other and discuss it. You can track all of the activity. That’s content marketing, says Andreas Ramos when MarketMagazine talked to him in Silicon Valley.

  • By: Karsten Bengtsson
  • Published: 09-01-2014
The rental car is headed down to Silicon Valley, going south from the City on highway 101. A suitable number for a road, it seems, that runs through the digital epicentre of the world. A place that is defined by these two numbers, ones and zeros.
There is a lot of traffic on 101 as we pass many of the high tech companies in Silicon Valley. To the right is Googleplex and further down is the military airport base, Mossfield, where the top CEOs at Google have parked their corporate jets.
This is where I turn east onto highway 237 and pass right by the new football stadium for the San Francisco 49’ers - a team that bears its name after the year - 1849 - when the first gold rush started here. Since then, there have been many other “gold rushes” mostly by people looking for the new digital gold made of ones and zeros.
I’m myself is looking for the huge Cisco campus, where I’m having lunch with Andreas Ramos. He is a busy man. It took more than 40 emails back and forth to find a time for this talk. Finally it worked out: Thursday at 11 o’clock.

Lived in Aarhus
Andreas Ramos is involved in a lot of things. He works as a consultant for Cisco ensuring that all of its millions of documents are searchable. He is involved in a handful of start-ups in the Valley and is also working for a couple of universities.
Andreas Ramos has a background in engineering and been working with search engine optimization (SEO) as a professional for more than 15 years. His book Search Engine Marketing is still the bible for many when it comes to SEO.
So on the one hand, Andreas Ramos is a computer geek - good with numbers and mathematics.
But Ramos is also, on the other hand, a bit of a rebel. Originally from Columbia, he’s in many ways an outsider, a lesson he learned during the seven years he lived in Aarhus with his Danish wife whom he had met in Paris.
- Denmark at that time was a much different place than it is now. It had a very non-international atmosphere. People were staring at me as if I had just landed from outer space. And the food was so boring, he says today while sitting at a table outside the Cisco cantina in building 8 eating his Mexican enchilada.
But Denmark was also the place where he got his first computer while a student at Aarhus University.
After seven years, he was off to Palo Alto - the urban centre for the new digital revolution.

Smaller initiatives
When Andreas Ramos talks about content marketing, he is not necessarily talking about the idea that all companies need to produce big budget Hollywood-style movies about themselves or organize great events like the soft drink company Red Bull.
He is more talking about...
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