You’re probably more familiar with ‘Content is King’. It’s the title of an essay Bill Gates wrote back in 1996. The article states the importance of online content on the world wide web. So why do we say Content is Queen?
Until then, the creation and distribution of content was really a task of publishers and media agencies only. Internet changed this completely. And Gates knew this invention could turn everyone into a publisher. You no longer needed to have a background in journalism, or even have any writing skills. Anyone could write any piece of text or upload images. He understood the importance of content. And he knew that Internet was THE medium that would distribute whatever you wanted to whomever you wanted. And of course, he was right about that.
Along with this concept, people started focusing on producing as much content as possible, causing a flood of mainly low quality content. However, we believe that (y)our focus should always be on quality instead of quantity. Google’s recent algorithm updates also show that it values quality over quantity.
In January 1996, Bill Gates wrote the following essay titled ‘Content is King‘, which was published on the Microsoft website.
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.[…] But the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate. One of the exciting things about the Internet is that anyone with a PC and a modem can publish whatever content they can create. In a sense, the Internet is the multimedia equivalent of the photocopier. It allows material to be duplicated at low cost, no matter the size of the audience. The Internet also allows information to be distributed worldwide at basically zero marginal cost to the publisher. Opportunities are remarkable, and many companies are laying plans to create content for the Internet.”
So, are we wrong? Well, we agree with Bill. Content is King from that perspective; it rules in the world of digital marketing. And there’s a lot of content online! But what kind of content are you delivering? Especially since there’s so much of it, it matters even more what quality your content is, and what your content conveys.
Whom are you writing for, and why? We believe that valuable content is content that conveys your brand story and connects your people to your brand.
You once started a business because you thought your product or service was valuable and needed. You developed your product and want to sell it to the public. So you have a great product or service, you have an audience, and you have a story. And there are multiple channels that you can use to spread you story. You only need to find ways to reach your audience and tell them why and how your product can serve them.
And we can help you with that. We first make sure that we have a perfect understanding of your story and product. Then, we analyze who your target audience is, and get to know about them. Ultimately, we find out where you can reach them best, and create content that conveys your story.
Your story is king!
Your brand story is the reason you create content. Without a story, you don’t have anything meaningful to say or write about. So, from that perspective, your story is king. But your story needs great content that travels through the right channels to your target group. Next step is creating content that’s being noticed by the audience. However, how do you reach them in this era of information? And how do you get them to notice, read and be inspired by your content?
Well, that’s why you need high-quality copy that comes to the point quickly and understands what your people want to read about, what inspires and moves them. Furthermore, it’s gotta be content that is accompanied by great visuals that draw their attention and explain the copy vividly.
Power to the Queen
People who play chess will know this: although the king may be the most important piece, the queen is the most powerful piece in this strategy board game. Why? Because she is able to make strategic, long-distance moves in multiple directions. She holds more power than the king, and is kicking ass and taking names on the battlefield. Above all, she’s there to serve, protect and empower the king and let him reign.
Strategy is key
And just as during a chess game, you need to carefully set up a content strategy and adjust tactics if needed. You have to choose your next move carefully and adjust your plan according to actual circumstances. So, before you create great content, you first have to figure out how it should be marketed.
Which channels should you use, who is going to write the content, and in which tone of voice? What’s the best timing and what is your next move gonna be? Are there any other factors that play a role in your strategy, or internal or external circumstances that might influence your message? And have you thought about the impact of your move, and anticipated the reactions that it might cause?
Negative feedback can cause serious damage to your brand image, so if you have posted about a sensitive topic, you might as well prepare yourself to monitor the feedback on your channels. You need a professional approach to managing the community around your content.
As it can take a lot of time to monitor this, you might want to think about outsourcing this to a professional who knows how to respond constructively to comments on social media. But whether you outsource this to an agency like ours, or you do it yourself, keep in mind that you always write to inspire your following, and not to please search engines. In the end, you can only reach and grow your audience through great content!
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