If content is king, then who is queen?

Content is king, isn’t it? Probably all of us who are dedicated to marketing and content have had to hear this sentence repeated as a mantra to exhaustion. But, after so many years of repeating and repeating the same sentence, is it still true? Who was the one who said it? and when? And more importantly, if the content is the king… who is the queen?

A little history

We have to go back to an era that although in historical terms is not very distant, when it comes to the digital world we are practically talking about Prehistory. Man had just left the analog cave, he had discovered fire a second time: we talked about the Internet. Allow us the license to call it discovery and not invention because in the end, those who do not invent it (most) do discover it. We have to go back to 1996 when a kind of modern Plato dragged us out of the cave where we watched the shadows of what the world was so calm. We are talking about billionaire Bill Gates, who published an article on the Microsoft website entitled ‘Content is King’ and whose first sentence translates to ‘Content is where I expect real money on the Internet to be obtained’. The thing looked pretty good, and that is that we are not talking about just anyone, we are talking about a man who has 96 million dollars. If he believes that the content is king we can only say amen! At the moment Bill has not retracted his words, so if he still believes it, who are we poor mortals to take the opposite? What we can do is see exactly what content is and how to use it for our benefit.

Is everything content?

This is a question with a trap, but we like to make you think, like your high school philosophy teacher. Let’s say that the answer is yes, but with a small mouth. Now you will see why. The real question is not whether everything I publish (text, photo, video) is content, but whether all the content is useful. There are many factors to take into account within what has been called content marketing, but for us the key is balance. But the balance between what? Well, between objectives, that of the reader (the user) and that of the company. It seems simple, but it is not. Although we are going to analyze what we mean and clarify everything a little.

If you do a quick Google search about content marketing, we risk whatever you want that you will get some of these “words”: SEO, link building, keywords or SERPS. You will also find things like attractive content, inbound marketing or branded content. All these elements must be taken into account but we must not obsess with any, nor stop obsessing with everyone. We told you it wasn’t so simple. Each and every element must be taken into account to generate useful content for both parties, but without forgetting that it has to be valuable content. As Mr. Miyagi said, ‘Balance is key. Good balance. Karate good’, and we’re not going to be the one who takes the reason out of this classic of the 80s.

For the most profane we leave you a brief definition of the terms mentioned and continue for bingo:

  • SEO: strategy and actions designed to improve the positioning of a website in search engines (Google, Bing, Ask, etc.).
  • Link Building: generate links within the page to increase its authority and relevance.
  • Keywords: keywords that we will use to attract traffic to our website through search engines
  • SERPS: refers to the results shown by the search engine when performing a search.
  • Attractive content: it is content that is creative and can be useful for the user who visits it.
  • Inbound marketing: work methodology whose marketing actions are aimed at attracting and creating relationships in a non-intrusive way.
  • Branded Content: attractive content for the user that allows establishing relationships between the brand and the customer.

Therefore, when considering carrying out a marketing content strategy, you will have to take these factors into account and reach a balance. Because, although users are not stupid and are aware that your content has a double intention, no one likes to feel that they are “selling the bike.” To avoid that and that your content works you will have to try to generate content that can be interesting and of value to the user and can generate engagement with your brand; work so that your website appears among the first results of the search engine; perform a preliminary study of the keywords or keywords and include them naturally in your content; make sure to implement links that give authority to your page; and you will have to include an SEO strategy that guarantees that all this works correctly and be able to modify what is not giving results. It’s not an easy process, but that doesn’t make you rule out a content strategy, remember Bill, that’s where the money is. The best option is to have a marketing agency that has specialized in these topics and has experts from each of the areas that carries out digital media planning. Because, believe us, you’re going to need it.

What about the queen?

In matters of monarchy, a king is nothing without a queen. And when it comes to marketing, it happens the same as in chess. Although we all agree that the most important figure is the king, who can deny the importance of the queen. The game may continue if you lose the queen, but you probably won’t win it. But who will this mysterious queen we’re talking about be? Surely you already know, we talk about Social Networks. Social Media is the distribution channel for a large part of the content we find on the Internet. And they are also the ones that receive the most visits from users per day. In your content strategy you can’t forget to work on social networks, because they have a number of advantages. First of all, it must be differentiated that there are two types of content on social networks: paid vs organic. The paid content will be explored in another post in which we will soak up the wonderful world of Social Ads, but we will give you a couple of brushstrokes before continuing. They are content that we pay to the different social networks (Facebook, Instagram, Twitter, etc.) to impact a segmented audience and in a specific format for each of the campaigns. Know that in a good Social Media strategy it is essential to work both paid and organic. When we talk about organic we mean the content created and published in the brand’s online profile. Among the benefits of this type of content is the possibility of direct interaction with the user. It can also help us establish links with the customer, so that he can amplify our content by sharing it on his social networks by acting as a speaker, and that we can direct our strategy based on the direct feedback of the consumer.

There are a number of key steps when managing our content on social networks: developing a strategy, planning the content, preparing the material, programming the content, publishing the content, analyzing results, feedback and re-working the strategy. In addition, you will have to take into account the profile of the user of each social network when developing this strategy. Because users don’t go looking for the same Instagram as LinkedIn.

Finally, we only have to add one last note, and that is that the content is the vehicle, the message, and the social networks are the road, the channel. The operation is simple, the same one on which communication is based. But the strategies to make everything work the right way is equal to the mechanism of a Swiss watch. So if you want your content to be the king of your business, look for a marketing agency that can guide you on this wonderful journey.

Thanks to IOMK

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