by | Apr 28, 2021 | Brand-y stuff, Word-y stuff | 0 comments

The phrase ‘content is king’ (you may have heard of it?) is popular in the marketing world. It was coined by Bill Gates (you may have heard of him?) back in 1996. He penned an article and predicted: “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.” 

Smart guy.

Since then, the phrase has become a much-loved go-to for marketers; and a commonly adopted strategy in itself. It’s what keeps our feeds evolving, and what keeps our thumbs scrolling. 

There’s a problem, though. 

Millions – maybe even billions – of them, in fact. The ‘content’ market is oversaturated. Quality has been forsaken for quantity, and your customers are inundated with countless messages a day. 

As podcaster and author Jeff Goins put it: “Content is a fat, dethroned monarch, dis-empowered of his royal ability to influence a long time ago.” 

Ouch. But he has a point. 

There’s only so much content consumers can consume, and we’re all pretty stuffed. There’s no room for dessert, and I really like dessert. 

How can brands cut through? 

Want to make your brand the main meal? Content for content’s sake won’t cut it, but all hope is not lost. 

Strategic content delivered on the right platform at the right time and – crucially – in the right tone of voice is the best way to ensure your messaging hits the spot. 

Consumers are time-poor, yes, but they are still human beings – so no matter what industry you’re in, communicating like one will always go in your favour. 

It’s still about who you know (sort of)

What you know is important, of course, but our digital channels are connected by the world wide web, after all. 

We’re much more likely to trust a friend’s recommendation than a brand’s self-promotion – so relationships matter (did I mention your customers are human beings?)

If you want your content to reign supreme and grow your reach – humanising your business and engaging with your audience is a must. 




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