What does it really mean to say that “ Content is King?”
It’s surely a cliche by now, can’t we agree? Like all cliches simply mouthing it can become an empty marketing ritual; habitual repetition can diminish the significance of anything. “Content Is King!” “Content Is King?” When we carefully examine content’s nature as it lives on the Web and its essential relationship to marketing via that Web we find that its mandatory inclusion in any Internet marketing campaign can’t be denied. This is so because the Internet changes everything! Tired forms of marketing/advertising just don’t produce.
Marketing any business in today’s internet environment requires a whole new way of thinking, communicating and selling your products or services. Beating your chest about how wonderful your team is without any interactive opportunity that might grab and hold an Internet prospect is nothing but a wasteful and foolhardy gambit.
The fundamentals have changed. The goal posts have been moved because the Web is a “Pull” medium. It is Marshall McLuhan’s ultimate “cool medium;” Medium Cool.
Hot media pushes us away. It annoys us. Radio, TV, Print – Commercials we never asked for assault us. With Cool media we find messages that are extracted; “pulled” from it by interested seekers. Our involvement is a choice.
Cool websites and informative blogs have replaced the shouting hucksters of yesteryear. Banner ads are relics of old fashioned pushy selling. Information that is sought and provided is what will build loyalty in potentially new customers. Content that is engaging and helpful is what they want. As any 21st century enterprise should realize it behooves us to always give the people what they want.
Your customer is in control. Your competitor is that proverbial click away. When the information that your content provides answers relevant questions and establishes competence in your field as a go to source everybody wins. “Content is King” for us that understand that the game is all different now. If we don’t publish our Internet applications with that in mind we might well perish. Whatever content you “give away” in information and guidance on the Web, the most interactive platform yet devised by man, will come back to you in the form of consistent patronage and viral referrals.