MOZ exits content marketing to focus on SEO

MOZ announced a major restructuring to exit its content marketing division and refocus on pure SEO. The 2013-launched content marketing arm was financed with external capital, and its removal is expected to reduce operating costs. The move is analyzed by Marco Janck of Sumago, who argues that while the integration of content marketing and SEO was initially sound, the two disciplines are hard to combine and the market did not evolve as MOZ anticipated. The report frames the shift as a potential industry-wide recalibration for marketing tech providers relying on content marketing. As a result, a significant portion of staff are likely to depart. The article notes the possibility that MOZ could attempt a second go at content marketing later, but for now the company returns to its traditional SEO focus.