Back in 1996 Bill Gates declared that “Content is king”.
This was over 20 years ago and, remarkably, the internet had it’s 30-year birthday last week. Back then was a time when awareness around new-age ‘permission marketing’ was emerging. It was when blogs were a little-known thing, and you had to search for them in the deepest corners of the internet to find them.
Today, the story is very different. Blogs are everywhere, with some even proclaiming that it is too late to jump on the blogging bandwagon.
But this just isn’t the case. Content is very much still king. And it will be, for as long as words continue to be the method of communication running secondary only to speech, used to build long-term relationships with customers.
So by that logic, content is going to be around for a long, long time.
What has changed is that, just as eventually TV/Radio/Newspaper advertising became crowded, the blogging space has become very noisy indeed. The internet is much more prevalent in our lives, and so the noise in the digital sphere is immense.
For that reason, it has become ever more necessary for content to be high in quality, craft & value. This is why phrases like 10X content, coined by Rand Fishkin at Moz, to highlight just the sort of content that is needed to stand out and succeed in 2019.
Really, this is just a way of saying that your content just needs to be really good.
But, remember that your customers are still out there, still waiting to be found, and still waiting to find you - even if they don’t realise it yet. It’s through reading your high-quality content that they’ll find you, or engage with you, in some way interact with you, or, to put it another way - to start walking down that garden path of yours that you’ve been tending to.
Content isn’t going anywhere, it is just important that you continue to do it well. Whilst mediocre writers may have gotten away with writing content ten years ago these days, it is well worth investing in a professional writer to write and manage your content. Your customers can tell good content apart from bad content. So if in doubt don’t take the risk, and hire a professional.
The important thing to remember is that, more than 2 decades since Bill Gates uttered those words… Content is still king.