If you’ve read anything in the last ten years about online marketing you’ve probably heard the term “content is king.” If you’re like me, and you follow marketing blogs and read digital marketing books you probably throw-up in your mouth a little whenever you hear it. Why? Because it’s been regurgitated so many times that a gag reflex is the only appropriate response. It’s also somewhat meaningless without context. It’s kinda like saying “Ads are king.” Yes, if you’re an advertiser, ads are flipping king. So what? If you’re a baker, flower is flipping king.
So now that we got that out of the way. Let’s go a little deeper. The internet is content. That’s what it’s made out of. So it shouldn’t be a surprise to anybody that content is important. But not all content is important. We must be discerning. Bad flower makes bad bread. And the only way that you’re going to get anybody to eat shitty bread is when it’s the only bread available. The same goes for content. Poor content can only survive in a severely limited environment. Like when you’re stuck in the doctor’s office without your phone and the only thing to read is People magazine.
Forget about the internet for a moment; content has been around much longer. The Bible is probably the most viral piece of content ever created. There are poems, novels, paintings, and more that have been passed down for generations. Why do we find certain content so valuable?
We need to go beyond “content is king” if we want to succeed as marketers and business owners. Why is quality content important? To put it simply: because it’s helpful. Billions of people are searching for answers, for understanding, for solutions, for encouragement, validation, sympathy, connection, knowledge, etc.
Google is not the reason for search. Human beings are the reason for search. It’s how we are made. Its how we make ourselves. We gather opinions, experiences, anecdotes, evidence, and then we make decisions based on what we learn. And making decisions is hard. It’s hard to sift through all the B.S. and find something that can really make life better.
The magic part is when we do really find something that helps. Something that makes our lives a little easier. Because when we get help, we feel gratitude. Helpful content breeds gratitude. And gratitude fuels mentions, word of mouth, social sharing, links, allegiance, purchases, and more. Content is not king. Gratitude is king.
I waited tables for ten years. I went through a new pair of shoes every 4 months. I got blisters. It sucked. And then I discovered Rockports. Rockports are sturdy dress shoes that last forever and they have oil resistant souls so you don’t slip on dirty restaurant floors. They aren’t cheap, but they’re worth it. I still wear Rockports, because I am still grateful.
You have an idea, a business, a product. You want to reach more people. You want to rank in the top 3 spots for your chosen keyword. You know that there are millions of people on the internet and you’ve got a great service or product to sell. How do you engage those people? How do you find them? How do you let them know?
The answer is: you help them. Create content that will truly help your audience. That is how you improve your SEO. Content is not King. Content can be useless. Helping people is what’s important. Because, only then will you cultivate gratitude. Gratitude is king. All hail gratitude!