Content is king, everybody knows that. But what the hell does it mean?
The phrase “content is king”, came from an essay published in 1996 on the first page of Microsoft, by the soon to be self-made billionaire, Bill Gates.
In his essay, Gates publicly predicted what was predicated for the success of any person or business that wished to grow a business online.
Spoiler alert (it’s content). Here’s why…
Content is King – Summary From the 1996 Essay
“Content is where I expect much of the real money will be made on the Internet – just as it was in broadcasting.
“… the broad opportunities for most companies involve supplying information or entertainment.
No company is too small to participate.
I expect societies will see intense competition- and ample failure as well as success-in all categories of popular content.
Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products – a literal marketplace of content.”
How to Compete in a Marketplace of Content?
It means that brands are turning to story telling to get the attention of their customer. It means that in order to rise above the noise we can’t be more noise.
You don’t want to promote content for the sake of creating content (God knows the world doesn’t need more content).
Don’t interrupt the content your customer is searching for. Create the content they are searching for.
List out the 5 biggest obstacles your customer faces (as they relate to your product or service). Then create content to solve that problem.
At the end of the day you just need to build a list of people that share the journey of solving that pain-point to achieve success…and up-sell to that list your solution.
It’s that simple, that hard, and that unavoidable.
“I like it, I love it, I want some more of it!” – Billy Ray Cyrus
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