Content Marketing: Why Is Content King?

May 30, 2014

By: Lauren Fach

You’ve heard it before. “Content is king.” But what does that actually mean and how can you apply this famous quote to your business?

Content, stories, tips and information- in a sense, that’s what makes the marketing world go round.

In 1996, in the midst of all his Microsoft success, Bill Gates said, “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.” (Click here to read the full speech.)

Content is King- Bill Gates

“The broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.” (Examiner article referencing Bill Gates’ Content is King speech.)

Bill Gates is saying that all businesses have something worthwhile to share. And this was even before the boom of Facebook and Twitter. Maybe the guy was really on to something.

In today’s crazy world of social media, video ads, breaking news and cute kitty videos, it can be difficult for the masses to find your company. Facebook and Twitter have gone public and eventually all other social media platforms will follow suit. Advertising on social media will no longer be free and the process has already begun.

One way for your brand to be found is to create original content with compelling stories and expert tips that no one else is writing about. You are the authority in your industry and have learned things along the way. So start writing about it. If you do not have a talent for writing, find someone to ghostwrite or blog on behalf of your business.

Content Marketing- Blogging for Business

In recent years, marketing pros have picked up on this, as a response to the ever-changing landscapes in advertising. Paid posts on social media, dropping circulation in print, and updates in Google search methods have reminded us all that content is king.

A reported, “79 percent of marketers are shifting into branded content,” (Forrester, Mar 2013).

“71 percent of marketing organizations are increasing their Content Marketing budgets in 2013,” (Econsultancy/Responsys, Feb 2013). 

This is a big indication of what is working for clients. Marketing is not an exact science and marketers must evolve to keep up with technology, which is a huge driver in client branding and advertising.

In 2011, Google updated their ranking algorithm to Panda, giving quality content much more importance. Meta-tags are no longer key, and now Google looks for blog titles and keywords used throughout the blog to determine a site’s SEO ranking.

Content is King- Google Panda

“With Google Panda (or Farmer), the quality of content on your website has never been more critical. Panda is a tool used to rank and index sites. If Panda determines that a site has too many low quality content pages, it strikes or flags the entire site and the site’s SEO rank can drop dramatically,” (Examiner).

The best way to capture existing and new audience attention is to give the readers what they want, expert-level tips and interesting stories delivered on a regular basis. People are inquisitive; they have interests and a thirst to know more about their favorite topics, brands and companies.

“50 percent of consumer time online is spent engaging with custom content,” (HubSpot, 2013). 

Half of the people on the Internet are reading some form of created content and they could be reading yours. A good way to get started with content generation is to brainstorm a list of blog post ideas and create a strategic plan of how to deliver this information to your fans.

Create original content for readers

Bill Gates said people, “must be rewarded with deep and extremely up-to-date information that they can explore at will and those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products-a marketplace of content.”

You don’t have to be a genius like Bill Gates to start a blog for your business. If you don’t know where to start, Black Dog Promotions can help!

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