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The Content Is King Myth

by Ivan Walsh on December 3rd, 2010
31 Comments



Content is King! You’ve heard it so many times. Indeed, when you hear this phrase from experts week in, week out, it’s hard to believe it mightn’t be true. Could it?

Elvis!

One of the most enduring myths on the Internet is that Content is King. It’s close – but not true.

Think about it. Why should Content be King? Why not the application, or the medium, or even the writer?

And what is content? It’s the words, phrases, images that fly past. Shuffle them up and you get… well, you get lots of things.

Different things to different people.

You may ask yourself: well… how did I get here?

Take Catherine. She writes about the negative effects of stress and how to reduce it. Or Greg Fry, he provides LinkedIn makeovers. Or Elaine’s Business Coaching which oils the locks so we can use the keys to life.

These writers have two things in common: topics and readers.

And they have two things that are very different: different topics and different readers.

Work with me a second.

You May Ask Yourself: Where Does That Highway Lead To?

Let’s take a deeper look.

  • Catherine’s shows her clients that the best way to manage your stress is to learn healthy coping strategies.
  • Greg’s readers are looking for a service, such as improving their LinkedIn profile.
  • Elaine provides business consulting skills, mostly to clients in Southern Ireland.
  • Elli St. George Godfrey (whose Twitter chat #kaizenblog uses the concept of “kaizen” for continual improvement) may target more US-based clients.

All of these provide great content but what makes them different is… context.

You May Ask Yourself: Am I right?.. Am I wrong?

Your content is only of value to readers when it relates to their interests – and usually their immediate interests.

You see the same thing on TV every night.

Mom watches S&TC, Dad watches Ice Road Truckers, and the kids watch… well, they’re probably on the web because that where it’s at for them.

How to Create Content That People (Really) Want to Read

If you’re reading Bloggertone, you’re probably interested in using the web to raise your profile, attract new clients and network with others.

Why not? When you do it right, it works very well.

And one of the most effective – and simplest – ways to do this is to write.

Words are in the DNA of business. We all like to read material from experts that solve problems to our needs as quickly as possibly.

Here’s the quick version: read – expert – to solve – problem – now.

And this is where context comes into the frame.

If you want your blog, Facebook page and Twitter to gain traction, do the following:

  • Target Audience – work out their age, location, education, and occupation. This helps fine-tune your material.
  • Pain Points – identify the top three issues they want fixed. Build your Editorial Calendar around these topics. Don’t stray!
  • Provide Benefits – outline how you will help them reach their objectives, for example, providing answers to their most pressing needs. Give example, case studies and reach out to other bloggers.
  • Adds Value – create content that is a step above your competitors. In other words, go the extra yard in each article so it stands out. Otherwise, it’s hard to make any real impact.
  • Be Useful – don’t write about your passion (another myth?), write about what’s passionate to them.
  • Writing Style – write in a simple down-to-earth manner that appeals to the reader, break up text into lists and short paragraphs to improve readability, and use generous lashings of white space to make it easy on the eye.

Why Context is King

We’ve now come full circle. So, is Content King?

Yes, providing it’s in context.

My own ‘lesson learned’ after blogging twelve years is that the sooner you identify your target readers, the faster it grow legs.

You’re not writing for the Web.

You’re bringing people with similar worldviews together – and giving them exactly what they want. And then again and again…

What’d you think?



Category: Blogging, Marketing Strategy, online marketing

Tags: , , , , ,

The Author: Ivan Walsh

Ivan helps people run their online business more effectively. Find out at www.ivanwalsh.com http://www.ivanwalsh.com

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  • http://twitter.com/fredchannel Fred

    Cool post Mairead. A lot of people don’t realise that their goal is to constantly “steer away” from an actual goal. I guess it might be tricky from them since successfully avoiding target might feel good of course. The point is though, you cannot move forward, permanently avoiding obstacles instead of facing them.

  • http://www.encouragingexcellence.ie/ Mairéad Kelly

    An “away from” motivation can be good to get you started, but the end goal, to be successful has got to be “towards” or it will be a lot like being tied to a piece of bungy cord. Yo-yo dieters are a perfect example of “away from” motivation, they hate the weight they are, but once they lose some weight, drop a dress size, their motivation fizzles.

  • http://www.writewordseditorial.ie Derbhile

    Another resonant post. I love my work, but the number of rejections it incurs means it can be hard to keep my motivation ‘towards.’ A good tip for anyone else who has this problem is to remember that the work itself is its own reward. Taking pride in your work means you’ll automatically move ‘twards,’ even when circumstnaces are difficult.

  • http://www.seefincoaching.com/blog Elaine Rogers

    Hi Mairead,
    I often feel conflict within myself when achieving goals, and its the want to achieve, but the safety of knowing if I move “away” then I cannot be disappointed when I dont achieve, and can blame external factors for my lack of achievement.
    I call it “getting in my own way” and often have to get out of my own way, to allow for progress. It’s a job in itself, but was refreshing to learn that only I can move myself forward, and not wait for others.
    A lot of people set goals, and then run from them. The real courage is to move towards, like our friend John.
    Thanks for sharing your insights :)

  • Anonymous

    Mairead,

    Terrific post outlining how similar situations affect people differently and it has everything to do with one’s philosophy and mindset about life. It is easy to forget that we can choose how we think about our circumstances and remember that we have influence over what happens. When our motivation takes a hit and we can’t seem to get going again, it may a good time to discover if we’re grieving a loss. Finding out you’re redundant can be a loss of identity and purpose. Motivation is fueled by our sense of self-efficacy and how we make meaning about our lives.

  • Anonymous

    good point Derbhile. Work in itself is a reward. I remember when I lost my job 9 years ago, and I didn’t really like the job I was doing. After 3 months of job hunting and Starsky & Hutch re-runs, I was almost ready to take anything. Thankfully I ended up with a job that I really enjoyed.

  • http://twitter.com/fredchannel Fred

    Brilliant post Ivan. Really enjoyed it.nYou mentioned something crucial at the end: “You’re not writing for the Web”. That is so true. nOur first year in blogging was a bit like that, obviously we didn’t set a goal to “write for the web”. It basically consisted con coming up with appealing topics. However after 12 months we realised that we didn’t care about the entire world and we were going to focus that content to our specific customer, also creating a better context :) nIt grew legs indeed.

  • http://www.cgonlinemarketing.com/ Christina Giliberti

    Ahhh, one of my favourite bloggers – and with good reason!nnThe internet has no facial expressions, smell or personality – the only way it can capture us is through words and pictures. But even these in themselves are only a fleeting fancy. The only sure fire way to evoke a loyal response is by using these to your advantage and creating channels that represent and respond to your audience. Value is most important, because a second is all it takes to lose interest and ‘click’ away. You make some excellent points and great steps to follow.nnOne of the issues I see often is when a company writes for the web with overly technical data. This is what they do, but they forget who will be looking at it. Identifying your target means you can design and write for them. You can even split this up and write various target audiences, if its clear.nnNice advice Ivan!

  • http://www.ivanwalsh.com Ivan Walsh

    Thanks Fred, nnI guess there is also trial and error with any new blog. After 12 months you begin to see what interests readers and then tailor content along those lines. nnI like Brian Clarku2019s idea of thinking like a publisher (eg magazine) and create content for your readers that zeros in on one topic. nnGo narrow, not wide. nnStay warm over there!nnIvan

  • Facundo

    I enjoyed your post Ivan. However, my understanding is that in your own terms Content is still King, as a bigger animal, provided that it considers context & readers’ needs (vs blindly writing for the web). So we are all in agreement. I guess more debating could continue around the people who prioritise building platforms rather than polishing their content development to a maximum as you say. I came accross this article recently and it made me think about all this http://www.pkellypr.com/blog/2010/0818/are-we-getting-bored-of-facebook/

  • http://www.btbtraining.com/blog Niall Devitt

    This is fantastic! You give some of the very best blogging lessons around. I’ve never truly believed in the contents is king philosophy but have as of yet to express this as eloquently (or practically) as you have above. From reading your posts http://tweakyourbiz.com/marketing/2010/10/11/the-right-way-to-market-with-blog-comments/ I’m starting to see that blogging requires 4 Cs Content, Context, Consistency & Community. Another great post on blogging, your experience shines through. Well done!

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  • Derbhile

    So in the end, context is king! Great tips, will help me bring my own content to the next level.

  • http://www.TheFranchiseKingBlog.com The Franchise King

    Great post< Ivan.nnSometimes, I think that some sites and blogs are just putting content out because "they're supposed to."nnIt's getting noisier all the time. We don't need more noise.nnWe need more targeted content.nn

  • Anonymous

    Great post IvanrnrnI preach this message “content is king” when it comes to CV and LinkedIn Profile writing!! Content that is relevant and that makes an impact!!rnrnHave a good weekend!!rnrnP

  • http://beyondbreastcancer.wordpress.com/ Marie Ennis-O’Connor

    Well now you’ve made me think Ivan! Very interesting perspective – it’s great to shake ourselves out of complacency every now and again. Content is extremely important – but there is lots of great content out there which isn’t being read. What makes the difference is, as you say, the context in which it is being written. Where you say context, I use the term community. I always write with them in mind and building up a community in my own area of experience and expertise has been the greatest factor in making my blog successful..but that’s a whole other post!

  • Anonymous

    Ivan,rnrnThanks for the mention! rnrnIt’s always interesting to see how one’s content is actually seen through another’s eyes. That seems to be what is under all of this. If my site is too “technical” then I’m really just talking to myself. Thanks for explaining the difference between just writing something that may be my expertise and how to frame that information so my readers want to use it.

  • http://www.seefincoaching.com/blog Elaine Rogers

    “”"Youu2019re not writing for the Web.”"”nnCertain professionals and marketers can confuse people (readers) with the “Web”.nChristina captures the point well – “The internet has no facial expressions, smell or personality” but the people who read the web do :) nnIt’s amazing how much learning is needed in order to communicate at a level that suits the writer and the readers. I am still on that ever lengthening learning curve :) nnI agree about white space and structuring text. You put it into perspective well, thank you Ivan

  • http://twitter.com/Rick_LaPoint Rick LaPoint

    Hi Ivan,rnrnIt all depends on what the definition of “is” is. rnrnI totally agree, content is context. And medium. As a rule, if the information I seek is only provided as a video, I will leave that site to find the information in a form I prefer, which is Words. Don’t hypnotize me, allow my to digest and analyze.rnrnTargeted readers is an interesting idea, since many who visit my site decide they are not my target after all, lol. Maybe I’m the wrong context. Or maybe they are. One of us will have to align to the current reality. I could get traffic much easier if I changed the message to fit the context my visitors are seeking. But are they really the Target Audience that will allow me to achieve my Target Goals? There lies the rub.rnrnNice post.rnrnRick

  • http://www.ivanwalsh.com Ivan Walsh

    Hi Rick, nnFWIW The average bounce rate on blogs between 70-80%.nnSo, if youu2019re getting lower than that, then youu2019re heading in the right direction :) nnParadoxicallyu2026 when you reach a certain level, the bounce rate increases again.nnWhy?nnBecause you attract readers who are passing by, maybe out of curiosity, but not interested in engaging. nnLouis Gray wrote about this on his blog last week. Worth reading. nnAnd youu2019re right about target goals. If you donu2019t have a goal, you canu2019t hit the target.nnSounds obvious butu2026nnIvann

  • http://www.ivanwalsh.com Ivan Walsh

    Thanks Elaine, nnOne of my friends in the 90s was the top sales women in Chicago sellingu2026 Cars!nnImagine how hard it is, in Chicago, selling cars to (mostly) guys?nnOne of her ‘tricks’ was to print out pictures of her target customers are stick them onto her PC. When she made calls, she looked – and smiled – at the picture. nnRe: Christina captures the point well – “The internet has no facial expressions, smell or personality” but the people who read the web do :) n nAnd it really works :) nnYou need to make a connection so others ‘feel’ you want them to read on. nnPS – read Mark Brownlow. It’s all there!n

  • http://www.ivanwalsh.com Ivan Walsh

    Hi Elli,nnre: If my site is too “technical” then I’m really just talking to myself.nnAnother myth (LOL) is repeat traffic or, to put it another way, repeat visitors. nnMost of our blogs will be lucky to get 20% repeat visitors to our sites. nnAnd only 4% will comment!nn(those are the stats Iu2019ve seen and they seem to be fairly accurate)nnSo, you may not be doing anything wrong or too technical. It may be that youu2019re not getting the critical mass of visitors to start the commenting going, if that makes sense. nnJohn Chow (get his free ebook and print it out!) suggests that you u2018seedu2019 your blog posts to get the conversation started. nnWhat he means is, setup other Twitter accounts, and then add a few comments to your blogu2026 just to break the ice. nnWhen others see comments on a blog, even short ones, that are much more likely to comment themselves.nnOr ask a colleague to comment and then return the favor. nnJC walks the thin line between dark arts and creativityu2026 or maybe theyu2019re both the same :) n

  • http://www.ivanwalsh.com Ivan Walsh

    Hi Marie, nnGreat point. nnSeth Godin made the point that if you can get 1000 real followers, then your blog will succeed. nnWhen you see it in those terms, then it simplifies the process. nnWhat can I do to attract 1,000 fans whou2019ll spread the word?nn

  • http://www.ivanwalsh.com Ivan Walsh

    Hi Paul, nnRe: preach this message “content is king” when it comes to CV and LinkedIn Profile writing!nnAbsolutely – the business community is very dynamic and you need to find ways to tailor your message where/when necessary. nnOne small thing that has worked for me is to create different signature files for different accounts, so I can fine-tune my message to the readers. nnSome people on the web see me as a tech writer (where I started), others as a business consultant (years in China), and others as a social media writer. nnI guess it depends where on the curve they find you :)

  • http://www.ivanwalsh.com Ivan Walsh

    Hi Joel, nnLike you said, if youu2019re adding to the echo chamber, then your impact is significantly reduced. nnOne thing Iu2019ve learnt from Jack Trout is how to position your content. nnIn his book on Positioning he gives some great examples on how to u2018ownu2019 a specific area in the prospectu2019s mind and dominate this. nnIn retrospect, that was what I didnu2019t know when I started. nnTrial and error :) n

  • http://www.ivanwalsh.com Ivan Walsh

    Thanks Niall for giving me the opportunity to write for Bloggertone.nnItu2019s given me the encouragement to step it up a gear and get more involved. nnHope to write more often in the New Year :) nn

  • http://www.ivanwalsh.com Ivan Walsh

    Hi Facundo, nnPiaras is on the money when he says that you donu2019t want to commit exclusively to one platform and then see it disappear when the new thing comes along. nnBebo was all the rage five years ago and nowu2026 the same with DIGG and soon, I assume, Technorati. nnMaybe a smarter approach is to create an ecosystem whereby your content & brand is distributed to different channels with each re-enforcing the other, e.g. Videos on YouTube cross-linking back to Twitter and tweets cascading down to RSS feeds.nnMust look more at his site. Seems like one sharp puppy :) n

  • http://www.ivanwalsh.com Ivan Walsh

    Absolutely!nnIdentifying your target means you can design and write for them. You can even split this up and write various target audiences, if its clear. nnOnce a website reaches a certain level of popularity, youu2019ll need to develop content thatnnSpeaks to your loyal readers and builds on what youu2019ve written in the past. Chris Brogan will often write a series or articles that interlink and build over a 2 or 3 week period. Thatu2019s great if you read him every day. BUTu2026nnAlso speaks to new readers who find your site for the first time. nnSo, a blending approach is required when you need to connect (and retain) multiple audiences :)

  • Russell

    I’ve got my own take on this that I’ve written, called “Content is King … Not!” nnI say Content is Gold, and it’s time for the Content is King analogy to go bye-bye.nhttp://bit.ly/bPDZlZnnI look forward to hearing/reading/seeing in comments or feedback!nnBest Regards,nRussell

  • http://twitter.com/JoeKnowz_WWz Joseph Ned

    blank post?

  • http://twitter.com/JoeKnowz_WWz Joseph Ned

    Great title. Makes use of the already prevalent phrase ‘Content is King’. Probably got most of its hits just from that.nnTruthfully, I am not sure what this article adds, other than the obvious. Context is a vital and inherent element to content. So yea, content is still king. nnTargeting an audience is market research, which is something that should be done before content is ever created. Hell, that and research on the major issues of your ideal customer base should all be done before your website is created. nnAnd you missed one: content medium. How your readers receive and absorb your content is just as important. A great image is worth a 1000 words and a relevant video is worth 1000 images. Some people will check blogs, while others only check their email for newsletters they have signed up for. nnNot only is context an inherent element to content, so are the methods of delivery. nnContent is King. The only adjustment that might be made to this statement (not myth) is ‘Content customized to interest and reach your reader base is King’. nnI don’t mean to sound rebuking, I am just not a fan of misleading titles, even if they do work well.n

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