The “content is king” message was used in the 1974 edition of Magazine Editing and Production by Click and Baird, but CBS-Viacom magnate Sumner Redstone and Microsoft founder Bill Gates elevated it to conventional wisdom status.
At its core, the phrase reminds us that — regardless of the medium — there are no shortcuts or substitutes for content with staying-power.
In a Googled world, communicators must optimize digital content for search engines while also making it adaptable across media platforms and devices. But with a few exceptions, it’s still essential to deliver something of relevance and value. Unlike hard-sell approaches of the past, the boundaries of information, entertainment and engagement have blurred. Brand messages are now more organically integrated into professionally produced content.
Content marketing best practices continue to evolve. Conventional wisdom changes with the trends, the tech and the times, but fundamentals still matter. Brands that choose quantity over quality or abandon the plan to chase their 15 minutes of fame risk becoming a flash in the pan at best or, worse yet, the court jester.
Keep Your Eye on the Crown … as Defined by You
The average American makes about 70 conscious decisions a day, according to Columbia University research. Some put the average choices-per-day count as high as 35,000. By any metric, most consumers have decision fatigue. Faced with too much information and too many options, choice offers diminishing returns.
As technology advances and attention spans shrink, adhering to a proactive, integrated marketing plan is more important than ever. Whatever the media, consistency, trust and genuine relationships will always matter. Keeping it real still requires a few fundamentals such as clarity, authenticity, planning, attention to detail and discipline.
So, what is the crown? That depends on your goals, not marketing gimmicks. Whatever your objectives, content that’s more than click-bait will stand the test of time. Smart consumers know the difference.