Content is King

Kings Royal CrownFor the past two decades, I have been marketing and selling in industries that continually define their value proposition based on their most precious asset — content. We all proclaim, “Content is King!”.

It is true. Content is supreme. Some businesses claim superiority if  they have more content in one form or another.  Supremacy is measured by words, pages, titles, key words, programs, libraries.  Winning is measured by amassed volume.

The fact remains, size does matter when you are establishing a monarchy. Content leads an empire over technology and services, as neither could exist without some type of content. Content rules over technology because it is simply the enabler. Content reigns over services because it simply applies rules for access and engagement.

Content matters. There are classes of content. There is no argument that you can try to “win” over the masses in simple content population contest. Most words, stories, white papers, research, blogs, tweets and collateral. In the end, mass does not increase worth.

Content is really only valuable when it is relevant and engaging. Originality creates the highest value. Purity of content gives power. Losing all the spin and focusing on relevance will give content strength. Content with personality that uses real stories, experience and expertise is what is most valuable. In the end, content with integrity matters more.

Where your content kingdom resides is also imperative to the value. Original content with personality is irrelevant if it is invisible. It needs a home with a lot of good company. The company must have the same interests as the content provider. The home should be warm, inviting and engaging. Finding it in the back alleys of the Internet, also known as page 13 in search, simply means you might have good content but picked a bad location. The neighborhood of your content will have an impact on the value. Your content rules when you consider location, location, location and optimize.

To be the “King of Content” requires careful planning. Amassing a library of superior content that is relative gives power; however, having a targeted audience to engage and influence will keep you on top. Great content is a gift to your audience. It will keep on giving and giving if you leverage quality and quantity matched equally by location.  Then, you can rise to the top and really declare that your content is king!

Jamie Glass

Updated from my original publication at http://artfulthinkers.wordpress.com

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