Content is King, But be Aware of the Jury…

High angle view of courtroom

I have written about the concept of content marketing several times over the years, and have made my point along with so many others, that this concept of sharing your expertise and value is a tremendous way to market your business. I also have referenced Bill Gate’s popular essay from back in 1996, that suggested “Content is King.” In his essay, he goes on to say that:

“One of the exciting things about the Internet is that anyone with a PC and a modem can publish whatever content they can create.”

How true this has become! With the growth of social media and the ease of self-publishing, it is truly remarkable how much information we all have available to us at any given moment.

But here in lies the caveat – that we must also be so much more aware of what is real, and what is distributed just to gain attention. I was recently reading an e-mail newsletter from an industry consultant – Dr. Joe Webb, and in this he shared a copy of a speech presented by Robert Thompson, the CEO of News Corp. I found it an interesting read, and he shared the fact that “back in the day,” our news and content came from people whose job it was to create and edit the information shared. Of course there was, and still is, a good amount of editorial opinion, but for the most part it was derived from individuals that were held accountable for their work, and paid to do so.

In today’s world we are given so many more additional channels to receive our information. Robert Thompson went on in his speech to talk about all of the “distributionists,” – companies such as Google, Facebook and LinkedIn, who are not necessarily responsible for the content they allow us to  share, but are able to monetize this distribution without the need to pay for it themselves. So while we are now offered so much more capacity for gathering information, it truly does become our job to be both the judge and jury of what it is that we are reading!

The real value of content marketing then becomes the material that can be substantiated, and even endorsed by others. The case studies that have actual results documented by the client, white papers that include reputable studies or sources of information, the social media posts that are shared from reliable organizations, the blog posts that encourage comments and that have a consistent history with relevant perspective. If in fact you can include information that your readers can substantiate, then you will build on your expertise and reputation within the markets you serve – which is the whole purpose behind content marketing.

How would a jury of your peers rank your content?




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