By Alan Graner
Everybody writes about “content is king.”
Heck, I’ve done it myself.
But then I started thinking about that word “king.”
A king is pretty special. He certainly isn’t very common.
Yet content is very common.
Let me throw some data at you.
In 2012 2.5 quintillion bytes of content (2,500,000,000,000,000,000) were created each day. That would fill a stack of DVDs reaching from the earth to the moon and back.
To give some perspective, DVDs holding texts of all the books in the Library of Congress would stack as high as a one-story house.
Source: Marcia Conner http://marciaconner.com/blog/data-on-big-data/.
BusinessWire and PR Newswire each distribute 1,000 press releases each day. That’s 2,000 total.
Source: Journalistics http://blog.journalistics.com/2009/how-many-press-releases-are-sent-out-each-day/
Is there anything in those statistics that suggests content is special? To me it proves quite the opposite.
If content isn’t king, what is?
Most content sucks.
It’s pointless or self-promoting or filled with blather. Much of it is poorly written or barely coherent.
It’s obvious content is NOT king.
Good content: now that’s worthy of royalty.
Good content gives you useful information. It’s relevant to your business. It gives you tips and hints. It solves problems and gives you an edge of the competition.
Good content will show you how to work more effectively and more productively. It will help eliminate fear, uncertainty and doubt. It will educate and inspire.
So instead of parroting “content is king,” I propose we modify it to:
“Relevant content is king.”
Agree or disagree?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business marketing content and distribution firm. For content that makes you stick out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.