Is Content Still King?

We have heard the adage ‘Content is King’ for a long time – the term has been around longer than the SEO industry itself, but the concept is very often misunderstood, and hence, ill-applied.

A typical mistake when applying this philosophy is the interpretation of ‘King’ and immediately gunning for producing the most content, usually resulting in catastrophe for a business.

To get to the core of the issue, we must first delve deeper into the ‘content’ and what it stands for.

For many businesses, merely churning out endless blog posts and a high monthly word output is enough to keep themselves visible and improve their rankings, resulting in an influx of cookie-cutter posts. But when the focus is on consistent quantity, other integral aspects tend to suffer.

Though this approach towards ‘content’ has its benefits, it is a shallow take on what is truly possible.

In today’s world, SEO is not so much about peppering your posts with keywords but more about building a distinctive brand identity. What is achievable through an upgrade in quality will astound you.

When creating a brand, whether for your own company or a client, it is essential not to neglect any aspect of its online existence.

Content Must Have a Purpose

Excellent online content must contribute to brand awareness and increase customer engagement while generating leads and sales. Great content increases SERP ranking and even provides backlink potential, but if the content is doing none of these things, then you need to reconsider your approach.

Don’t Fake It

Mass quantities of hastily produced content can be easily spotted for what it is, sub-standard and impersonal. There is a great call online these days for content that is relevant and delivers palpable passion and sincerity from the writer.

So no matter if you’re producing a blog post or a YouTube video, when the creators behind it are passionate, the end-product is distinctively honest and engaging. The unabashed enthusiasm of the content creator automatically reels in the readers, and they’re that much more excited about your products.

Types of Content

Now that we have established that ‘content’ is so much more than just words strung together, let us take a quick look at some of the different types of content found online.

The term covers a vast array of readable, shareable, and postable multimedia; these are essential brand-building tools for customer-base expansion and increasing sales.

Word

Written content includes, though, is not limited to press releases, blog posts, and articles. Textual posts are among the most precious resources, and if your posts are engaging, authentic, and sincere publishing an assortment of these will always yield results.

Social

Among the social variety, there are Facebook, Twitter, Instagram, and Tumblr. There are now great tools available to enhance the quality and appeal of content posted on social sites.

Due to its easily shareable and re-bloggable nature, social content has the highest potential in reaching a vast and varied audience.

Visual

Videos and graphics surpass the simplistic nature of display ads. Online audiences always prefer videos over having to read or hear about something. Even when a business has no tangible product, creating visual aids for the traffic on your website will make your space more engaging.

So to return to the question we began with, ‘Is Content Still King’?

The answer is ‘absolutely.’

However, with the phenomenal growth of the internet, the way we define content has irrevocably changed. Though SEO focuses on staying abreast of the latest trends and being infinitely adaptable, in the end, it is the nature of what you are producing that matters.

Content can no longer merely mean a compilation of material aimed towards a generic goal. With the internet full of content being created and shared, it has never been more important to stand out from the crowd.

Only by focusing on content that is fresh, tangibly passionate, and utterly engaging can a business truly begin moving towards an authentic brand identity. If you continue to ensure that the content you are creating or commissioning for your platform is genuine, thoughtful, and unique, then the sky is the limit for your success.