Why content remains king

January 23, 2020 / Roberta Hill  / 

This is a follow-up short article regarding my previous post:  8 Great Types of Content Marketing for Local Businesses  In that post, I point out eight types of content you can use/create.  In this one, I elaborate on why content is and always will be “King”.

Long before the Internet existed, the defining axiom in print was: “content is king.” Today, with online content dominating print content, many of the world's leading SEO and web marketing experts still say that “content is king.”

Why is this the case? That even after decades, regardless of the medium, content is still the crux of good marketing?

This is what builds loyalty

Companies were not built on first-time visitors. Companies like the Wall Street Journal do not make most of their money with people who pick up their newspapers for the first time.

They make money from people who have read their content and then decided that it is good enough that they either want to buy again or take out a subscription. If the company required a new customer every time to get paid, they would all have failed by now.

But many online publications approach their business that way. Instead of focusing on recurring visitors, they focus on search engine optimization to get more new customers. 

However, the famous and successful blogs like the Huffington Post or TechCrunch still get most of their traffic from repeat visitors. Their businesses would only be a fraction of what they are today if they did not have great content.

The evolution of the search engines

Google and other search engines strive continually to ensure that their search results deliver better results ever. They want people who search their search engines to find the best possible content concerning what they are looking to find.

As search engines become more intelligent, marketers who focus primarily on marketing tactics rather than the actual content will become extinct. 

Google has proven this repeatedly by downgrading the importance of inferior links and increasing the importance of usage statistics and other metrics actually to measure the content of a website.

If you build your site around great content and have a good understanding of basic SEO, your website will thrive. If you put all your efforts on SEO and don't pay serious attention to your content, you will always try to stay one step ahead of the search engines. 

The ability to sell high-ticket items

A site with inferior content might be able to sell $0.20 clicks through AdSense. But a high-quality website could sell $5,000 DVD sets by the hundreds.

With high-quality content, you can build a relationship with your readers. This relationship allows you to sell any number of things to your readers. From high-quality articles to recurring memberships to one-on-one coaching, it all starts with high-quality content.

Over time, only content that helps people will be successful. Content that does not do so is likely to be downgraded more and more over time.