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I Have A Secret… Content Is Not King
DANGER: Extreme rant ahead. Proceed with caution!
Is content king? I think that’s overrated.
The way I see it…
Marketing is king.
Let me throw some examples first:
Case 1: Coca Cola vs Pepsi
Since 1975, Pepsi has been running “The Pepsi Challenge” wherein they hand 2 blank cups to bystanders in malls – one containing Pepsi and the other one, Coke, and then they’d ask which tastes better.
The result? Pepsi topped the challenge.
But Coca Cola is still the number one soft drink. Why? Advertising.
Case 2: Problogger.net
It’s widely accepted that Darren is the #1 blogger who blogs about how to make money blogging (And I amen to that) but does Darren give “the” best content about blogging to make money? I’m not saying that Darren’s content sucks, Darren gives high octane info. But does he give the best content around the blogosphere?
Of course not, there are a lot of bloggers out there who give hard core advice on blogging but they’re unnoticed. Why? Because they didn’t market themselves enough. They haven’t positioned themselves properly. Darren positioned himself as THE Problogger.
Case 3: McDonalds
Let’s face it.
They don’t have the best tasting burgers.
They don’t have the best tasting french fries.
But they do know where to put their branches.
One of my dad’s MBA teachers once said “McDonalds is not in the fast food business, they’re in the real estate business.”
Content is just a part of marketing
I personally believe, and the way I apply it to my business, content – is just part of marketing.
There are a lot of people out there who are topping the charts but are not really “the” best or don’t really posses the best skills – but they know how to market themselves.
Another quick example: Bruce Lee, not the strongest, not the quickest but the most popular martial artist ever.
There are a lot of people too who have “the” best content, but are unknown.
Of course, I’m not saying that you should just put all your efforts into marketing – again, content is part of marketing – you have to deliver.
Not necessarily the best content, but “good enough” content to keep them coming back.
So in conclusion: Marketing is king.
*PHEW! END RANT*
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