Why Content is King: Understand the Horizons | by Shahzada Muhammad Ali Qureshi | ILLUMINATION | Jul, 2023

Get rich with the game of content by understanding it

Oh, the eye-rolling and sighs of exasperation that “content is king” evokes among marketers. But let’s face it, this phrase has been around for ages, and we must ponder: Is it still true, and why does content continue to wield such power?

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The Genesis of “Content is King”

Back in 1996, Bill Gates bestowed upon us the profound essay “Content is King,” revolutionizing the world of digital marketing. Gates foresaw that the internet’s riches would flow from content, much like the broadcasting realm. Even more groundbreaking, he touted content as an equalizer, empowering anyone and any brand to create and publish, just like the multimedia magic of a photocopier, reaching audiences far and wide at low cost.

Fast forward to the present, and the question lingers: Does this age-old axiom still hold sway? To find out, I took to Twitter, quizzing marketers and business owners on their views of content’s sovereignty — or lack thereof.

The Divided Verdict

The results were divided — a majority still hailed content as king, but a growing faction questioned its enduring rule.

Pleasing Both Google and the People

The majority agreed: both Google and people alike adore quality content. Google’s mysterious algorithms favor the lengthier, with an average word count of 1,447 for high-ranking pages. Expert marketers and even a few Googlers whispered that top-notch content was the key to Google’s heart.

And people? Oh, they can’t get enough! Global online content consumption doubled in 2020. Companies that blogged reaped 67 percent more leads per month than their content-shy counterparts, explaining why brands are investing 41 percent of their marketing budget in content.

Expanding Content Horizons

Yet, let’s not be fooled — content is not confined to mere words on a page. It has evolved to encompass the rich tapestry of videos, social media, virtual reality, podcasts, and interactive marvels that captivate and engage.

More Content, Better SERP Position? Not Quite

Sure, more content can boost your SERP position, but quantity alone won’t cut it. Quality reigns supreme. Writing fifty lackluster blog posts won’t do the trick; a handful of well-researched, engaging ones will triumph.

The Art of Crafting Quality Content

Creating stellar content demands originality, accurate information, engaging hooks, multimedia wonders, and consistent delivery. Answer questions, build trust, and provide valuable resources — this is the recipe for content royalty.

Beyond Keywords: The New SEO Dance

As for keywords, forget the outdated approach. Google’s updates demand a more intricate dance, involving related and long-tail keywords, user experience, and site speed. Quality content remains essential, but it’s not the only factor impacting rankings.

The Decline of Content? Not So Fast!

A minority claims content is losing its crown, but let’s not be hasty in burying this ruler. Digital marketing isn’t solely about content; it’s a realm teeming with SEO, PPC, social media, and more.

Consumers Reject Crappy Content

Consumers aren’t fatigued by the content itself; they reject crappy, salesy content that offers little value. They yearn for content that educates, engages, and informs.

Embracing the Ever-Changing Content Landscape

The truth is, consumer tastes have evolved. From static images to podcasts, videos, and interactive experiences, content has undergone a delightful transformation. The future holds even more diverse content forms.

Long Live Content, the Expanded Royal Family!

Content’s crown isn’t slipping; it’s expanding its royal family! Google’s AI algorithms require content creators to master the art of weaving multiple keywords and long-tail phrases into their creations.

The Call for Better Content Marketing

Marketers, take heed! Deliver captivating, diverse content that resonates with your audience. As Google updates continue, remember that content, in all its forms, remains the cornerstone of digital success.

Content: A Monarch Here to Stay

In conclusion, content’s reign endures. Google loves it, people crave it, and it wields immense power in SERP rankings. Let’s adapt and create content that dazzles, educates, and engages our audiences across all platforms.

So, dear readers, sound off in the comments. Is content still the undisputed king in your realm?