by Chris Goward, EO Vancouver Member and CEO of WiderFunnel Marketing Optimization
Here are a couple things you may not know:
One: Bill Gates coined the phrase “Content is King”.
Two: The king needs a lot of help.
Content is important for getting people to your site, from search algorithms to social share to links to your site, but content alone doesn’t make you revenue. Content without conversions is just free publishing.
If content is King on the chessboard of online business, revenue is the Queen.
The Queen can do all of the things that every other piece on the board can do, but faster. Revenue can buy good content, but good content cannot guarantee revenue.
Currently there is a tempest in a teapot about content marketing (or “Inbound Marketing”.) The problem is most of the “Great Content” drives junk traffic for the creator, or builds brand awareness associated with subjects that don’t produce business value. And much effort is used to create reams of content that don’t produce revenue.
This is a game where the 1% truly rule. Those who can get the biggest mind-share for the right topic generate great business. The rest just waste their marketing budget creating noise.