Content is Not King

Love your starting point...but not your conclusion. Content is not king. But we aren't either. Here's my take on what I think is an EXTREMELY important topic: http://bit.ly/baA3rD

Thanks!
-SmarterBiz

I am geting a bit tired of this debate but not tired enough to leave it alone just yet.
You want to have a "relationship" with your loyal subjects. Fine but how long will that last if all you ever tell them is go forth and do good? No guidence, no suggestions, no recommendations, no learning and no reward for being so loyal. I predict you will not be king for long unless your CONTENT IS KING! Cheers.

I am geting a bit tired of this debate but not tired enough to leave it alone just yet.
You want to have a "relationship" with your loyal subjects. Fine but how long will that last if all you ever tell them is go forth and do good? No guidence, no suggestions, no recommendations, no learning and no reward for being so loyal. I predict you will not be king for long unless your CONTENT IS KING! Cheers.

“Content is king.”

It sounds good in principle. Produce a truly great piece of content, and you’ll get all the links you could ever hope for.
Maybe it worked too, several years ago. The Web used to be a fairly quiet place compared to what it is now, and it was easier for people to notice great blog posts.
But not anymore.
Now great is no longer good enough. The Web is full of so much remarkable content that bloggers don’t have enough time to read it all, much less link to it.
If you want links now, you need to be more than great. You need to be connected.

http://arthur-internetmarketing-guide.blogspot....

Chris.. this simple discussion is coming from a depth of focus and delivered as a synopsis of a problem and a cure.

Thanks..

Gerry Poe

nicely put! Never looked at i that way. Content is what the King owns, creates, and gains from.

ya you said exactly right and very nice description about king. i red your article it was interesting and good to read.

I like where you're going with this.

I think content is not king, YOU who do create a quality content must be a King.You who builds good relationship to your readers must be a King and content should be your Queen.what can you say? ;-)

Too lazy to read through all the comments but:

Content is the country. Without it, there is no kingdom. While the relationship is important, people find a King (or Queen for those are desperately PC) because they agree with his views in the first place and are attracted to the nourishment his land can provide for their needs.

Man, I don't think I've ever seen a metaphor get so much mileage...:^)

Community is king. They have relationships with you but find a common thread that is perpetuated by you and creates a sense of community. THe idea is to make yourself that common thread.

Very interesting article :). Congratulations

You have articulated perfectly, one side of a raging debate in my workplace. Our company has been around for 60 years providing content for workplace safety, quality and productivity programs. Now content has different meanings than it did ten years ago. We're suffering an identity crisis of sorts and the Exec team doesn't even agree with the Sales team what our value proposition is. Weird.

I like what ElizabethPW says "it's about the relationships.... and people don't have relationships with content". But also, content is just a commodity we trade for outcomes. You have to focus on the outcomes, not the content.

Thanks Chris,

Content may not be king or queen but people make it so important. I do like that you think of it as currency. I would like to think of it as the ultimate prize as we add it to our blog or website. I am finding out that it is oh so important if you want them to be seen. Hopefully my content will lead to better relationships. Thanks for sharing those words. I hope to take them and use them well.

It's no surprise that thoughtful posts beget thoughtful comments.

I am posting the line, "Work hard on content, but focus on relationships." over my monitor. It's something I always try to do, but trying to get stuff done can lead one to get the job done over taking care of people.

Charles Gupton
http://charlesgupton.wordpress.com

"content is wood for the fireplace around which great stories are told." - I like that Chris, I think that could be a quotable.
Thank you

Conversation is king.

Violently agree.

-- Axle

I agree, and I think that this is a useful metaphor. It amazes me the use of twitter to build new relationships, but those need to be fostered as well. Being a good king as you would say.

I love Cory Doctorow's take on this topic. He wrote:

“Content isn't king. If I sent you to a desert island and gave you the choice of taking your friends or your movies, you'd choose your friends - if you chose the movies, we'd call you a sociopath. Conversation is king. Content is just something to talk about.”

Thanks for the post, Chris. Very helpful as I try to think about how to work with colleagues who come from the "I write it, they read it, we're done" paradigm.

Hey Chris. I live by teh saying "cash is king".... My two cents!

@johnfoleyjr

Sorry I disagree. Relevant content is how you develop a relationship with your audience. Pure and simple.

Content is bait, Chris, but you are the fisherman. No bait catches fish on its own. It takes a smart fisherman.

You raise an important point. It's all about people. Content is queen but you are king. You have to build solid relationships and provide real value.

Thanks for setting the record straight.

Jeff Ogden, the Fearless Competitor
Find New Customers
http://www.findnewcustomers.net

Is it really the case that content is not king? Everything about "web 2.0" seems to revolve around relevance. Interaction itself has become content, in a sense, just as that great conversation you have with a friend at a dinner party is both interaction and content.Twitter is a new kind of content, but it's the relevance of that kind of content in people's lives that is making it a phenomenon rather than another passing fad.

So... Content begets Conversation begets Relationships...

Chris - excellent point. Been a "lurker" and have yet to post (I subscribe to your blog through my google reader). You are right - we have shiny stuff to share (content), but executive decisions and the strategy behind what you want to accomplish, is dictated by the real king - me. Keep up the great work!

According to Wikipedia, the Queen bee becomes a Queen because it is exclusively fed royal jelly which comes from the secretion of the glands from the worker bees. So no one becomes Queen(or King) without the help of the workers.
I suppose the bee example is a good example of community. They all work harmoniously together in a natural process. In essence, the content(royal jelly) comes from the community(worker bees).
Here's the wikepedia link: http://en.wikipedia.org/wiki/Queen_bee

Sorry Chris - I think you're wrong. It starts with content. Relationships are built on content that we generate and share. That's what makes it King. No content - no relationship.

Competely disagree, Chris. It sounds warm and fuzzy to say "you" are the king/queen but at least on the social web that MUST translate into content if you are going to stand apart. I am teaching a college-level course on social media marketing (I believe one of the first in the nation) and I as I prepared case studies of SM business successes, truly the differentiator is content -- funny, entertaining, informative, controversial content. Many times the source of the content is secondary as long as the content connects. People don't go viral. Content does.

Chris (your majesty? [LOL]), I think you've got enough royal content here--between your post and amazingly articulate and lively discussion--for another book. I love the way you can inspire this kind of good thinking.

After reading your post and most of the comments, I'm convinced. Content, even if it is powerful is just a currency - an instrument for idea transfer. Creators of content are the kings. Thanks for a thought-provoking post.

"Human Touch" online, which is the king of relationships online and there is a very specific, proven and tested way to do this.

I disagree with you. According to me content does matter a lot. You can concentrate on relationship only if you have rich content..
fit flop

Chris, don't you think there are lots of Kings nowadays! What i want to say is that the net became a ship with too many kings (Sailors..)!?! The result ...! well not that good to many of us who are involved in the content business.

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sorry for doublepost - can be deleted

Hi Chris, Interesting topic and I'm glad this getting discussed now. I don't normally link to my own blog posts in comments, but I thought on this occasion it was apt! I wrote a 'Content is Not King' post myself a few weeks ago, where I talk about content being a commodity http://www.simplyzesty.com/blogging/content-king/

Well, I get your point. But I think that I present myself as my content. I mean, with what do you rule? The content you publish is the tool to rule. Marketing, discussion, criticism, all that works with your content.
Nobody is adding you on twitter because you look nice (well.. mostly..), it's because of the content you wrote. That is, what makes you and your blog or Twitterprofile interesting.

"Work hard on content, but focus on relationships."

Bingo. All this jazz can be summed up in that sentence. In fact, it can even be stripped down into three words:

"Focus on relationships"

or as you would say it:

"Focus on trust"

Cheers,

I know I should make some witty comment about the message of your post, or perhaps even better, I should engage other comment authors in friendly banter. Instead, I wanted to just say that in the pic, you are looking quite Kingly (no worries, this is different than "presidential"). Yep, Kingly indeed, albeit in a Fonzarelli sort of way.

Content is pulseless
Relational emphasis
Lines up well with God's

Content rules. Whoever owns the content makes their own rules. Sometimes we follow other's rules and become servants to content from individuals and organizations--like the NYTimes or Fox News...or Company X. Other times, we get bolder and become masters of our own domains...creators. I don't think it's either content is king or it isn't...We all inhabit life contexts that sometimes provide us with authority and sometimes ask us to cede it. I do appreciate your challenge to the easy cliche that content is king, though.

Interesting idea, but I am not sure it applies generally. Throughout history there have been writers, artists and musicians who have created great content that at the time of creation was considered shocking and disturbing, and indeed in many cases alienated the creator from his/her audience and invariably destroyed relationships.

Over time however, the vision and courage of the original creator was vindicated, and his/her content is hailed as great (often after death). In many. many cases, if the quality of an content creator's relationships are used as the litmus test, then many masterpieces would fail this test.

Okay. You're the king. Then Content is the Queen. She's the real reason people like you, the reason they think they understand you, and the proof that you are "one of us" - without her, you are a long way away from your people. We mere folk have a short attention span for persistent mysteries. Silence quickly becomes absence. So, fine. Be King, but don't for a minute think you can take your queen for granted.

What? Um. Yeah.. I do write content. Why do you ask?

You gotta love those baby-blues peeking out!

Chris, I agree with your statement. My understanding is that you are challenging the message that content is king. A worthy statement to consider. I also like the king-servant metaphor--think Arthur vs. Henry VIII. Leaders that value people over power are loved in return, hence bring about the greatest good. According to Wikipedia, servant leadership emphasizes collaboration, trust, empathy and ethical use of power. These are all qualities that you repeatedly draw attention to. Thanks!

Chris,

I might say that content isn't so much a treasure as it is an essence, capable of making some people "kings" while others merely slaves to the information it contains.

All my best,
Rich

Your Royal Highness; I’ve been to sites where the content was impeccable; perfect grammar, excellent advice and tips but because it was sourced from a myriad number of freelancers, it lacked voice, rhythm… the Royal seal. How then can content be said to be king?

Your Royal Highness; I’ve been to sites where the content was impeccable; perfect grammar, excellent advice and tips but because it was sourced from a myriad number of freelancers, it lacked voice, rhythm… the Royal seal. How then can content be said to be king?

I like how you think Chris. The King is all the good and glory and the face of it all, but what good is the king without his kingdom (Or content). It is the content that really makes the King. Okay, Okay, I know we aren't talking reality and how Kings really became Kings, but it was a great analogy, bravo! In fact the content is the juice in the meat, the core of the apple, the heart of the human, it's the most important, often over looked due to the great power and wonders of the King, but where would we be without the content?

Content is the substance of the source.

Interesting that you've been thinking about this. In a roundabout way, so I have. I haven't been focused on content though, but the relationships. I'm formulating it now for a post, but in most ways social media hasn't reinvented anything, like so many of us would like to think. It's simply created new tools to apply behavior and strategies that have been around for years; all leading to creating relationships.

And to cynthiamorris, you can't write to "be interesting". It's a lesson I learned as veteran actor/writer of almost 20 years. You have to be YOU. The judgement of interesting rests upon others, and you have no control over that. The example of David Lebovitz proves that.

He's just out there living his life the way he wants to. He doesn't particularly care that you find him funny or interesting. He's not TRYING to be interesting. He's just being himself and doing the thing(s) that he has a passion for. It's the other parties, like yourself, that find him funny and interesting.

Chris - This morning I thought this was the stupidest statement you have ever made, though I've changed my mind on that because you certainly have had me thinking on this.. Here is what I've decided:

What makes the content work is the relationship with it.

If the King is loved, then so is the content. You need both. Content has the potential to be king, with that power being provided by the people.

Glad I got less stupid. I was worried for a bit. : )

Ha ha, yes that was intended to be a compliment - not a left-handed compliment. :)

Your shades are almost as cool as mine...

I was wondering who was going to open this topic up.

I have *a lot* to say about being the King. Not here. Not now.

Hint: it has to start inside.

Chris, I agree based on your analogy that content is not king, at least not in this new socially connected world. We're all kings of the content we produce. However, I'm not so sure I would relegate content to the role of treasure or firewood. To me, if we're the kings then content is our kingdom. The state of a rulers kingdom is a reflection on him. The quality of that kingdom (substitute blogs, tweets, etc.) is what makes people want to stay there or return frequently if they're visitors.

So far, you've been a pretty good and benevolent ruler and I enjoy my frequent visits to Broganland.

I can hear my college mentor laughing at how I spent the last hour obsessing over these pedantic allegories which stem from a blurring of concepts. That being said, I went from disagreeing with you to agreeing with you to realizing that I disagree. And this time I don't think it's semantics.

If "cash is king" and "cash is currency" and "content is currency" then "content is king," but that's not my rationale.

Your content defines you. We often think of it as the stuff that either makes a site better or the stuff google can index, but content used to have a traditional reference. Your content is also your book Trust Agents, your speaking engagements, your posts, your tweets, your emails, your PR kit, your approach to meeting people, or what have you..Your content is your essence in action, your message performing - if you keep true. If content isn't your stakeholders first impression of you than it becomes one of their initial important insights into your world.

And if you don't want to call content, "king," then make sure it's the object of your affection or you will be enslaved to it - much like a king's power.

And as for "you are king:" on a personal level, perhaps it's a way to say you can be in control of our message, but for the industry as a whole it doesn't apply. In the current state of the industry, Chris Brogan is a king, along with a few others. And though you suggest we all can sit at the round table with you and though this may be true (and 'thank you,' by the way), the truth is that "we" mortals can be more closely related to Europe's "rise of the merchant class." If "we" keep listening to the kings, receiving and using their currency, and building our own place on our land "we" could some day be Lords. Then we'll have to see where the next round of revolutions takes us.

(okay, the end was dipped in semantics but I hope the point made sense)

I really loved the "rise of the merchant class" part of this. In fact, maybe that's another story to write about. Very very cool.

You need a Posterous or Tumblr account. This is too long for a Tweet, but doesn't actually say anything for a blog post.

Is there some kind of rule about how long a blog post should be, because I'm unfamiliar with it.

Just a rule of thumb, no hard hitting rule.

I've never been big on following rule, especially when they involve thumbs. I like to mix it up and I like blogs that do that same. People don't always want to read a novel.

Totally agree - the long posts tend to say nothing at all.

Thanks, Jeremy. I'll work harder to satisfy you for now.

Hey, you told me to ping you when you needed to be pinged. Or dinged.

I whole heartedly agree with the "king" part of your metaphor but I'm not so sure about the "currency" part.

Currency is something you use to buy things. In this case you aren't really buying visitors with your content though.

As king, you can either rule your kingdom (blog or website) well and have lots of loyal subjects or you can rule poorly and have only a handful of peasants who just aren't smart enough to leave and find a better kingdom.

So, perhaps a better metaphor for content would be food. You may be a great king who everyone loves. You may provide excellent shelter and fancy trappings and maybe even a chest of gold (currency) to every new visitor, but unless you can provide food, your kingdom will die. And even if you do provide plenty of food but it's bland and not exciting to the pallet, it's likely you'll still lose your subjects when they find a kingdom that provides tastier meals.

I am a lowly serf to Lord Google. End of story. ;)

I am a king. Does that make your shit burn?

Hahahaha! : )

Respectfully Chris, I am not sure I agree with this entirely. Content is fundamentally knowledge we acquire and then share (or it wouldn't be content - it would just be an idea in our head). But once it leaves our head it becomes part of us. I always say "truth" is what your hear, your position is what you say. The further your position is from your own truth, the more opportunities to corrupt the message. Your "King" metaphor can go the other way in one who can corrupt and control the message. People are flawed and knowledge is subjective once we observe it.

Hitler was a master at distorting information and attracting followers through his dynamic personality. If he would have never sold the German aristocracy on his ideals, he may have died on the vine. In this world of sensationalism built on the back of music, sports and movie (legends) I want access to more unfiltered content and less personalities. I don't trust personalities anymore. They have let me down way too many times.

Chris, the reason I am attracted to your message is that you seem to have an extremely practical view of your own self. Daily you are asking your audience to question your ideas. You don't want Facebook fans you want equals. It is less about you and more about the ideas you are sharing in my humble opinion.

Great post by the way. Very thought provoking. You are da man.

In your analogy set-up, you're right. But in the truest sense of the saying's original intent, it is also true, as a generality. No one will doubt the reason ESPN and CBS Sportsline rule in the online sports news game because of their content.

I assume you are limiting your claim to content designed for marketing, in which case I totally agree. If you mean content in general--art, music, literature, film--then you're new-media-friendly premise is up against an enormous amount of contrary evidence.

Content Is Not King http://bit.ly/2Cs3O4 via @ChrisBrogan: "Work hard on content, but focus on relationships." [Yes, Sire. Agreed} ;)

Yes, Sire. :)

Chris, the content you write is great but if you hadn't made a personal connection with me, I wouldn't be considering driving 2 hours at 5:30 in the morning to see you talk in Elyria, Ohio and if Oakley hadn't made a personal connection with me, I would not be an evangelist for them either.

Bah, you got me. Nice headline ;)

Content was a king when humans hide behind the contents. Now that the Internet has become personal again, human is king in the social media, not contents!

Chris, you've been reading a lot of pirate books at bedtime, haven't you? I put out a paper newsletter for industrial distributors, and adding informative content is a given. Almost all the copy and ad work done in manufacturing and construction has to be info-loaded so that people can sell and talk application with buyers and end-users.

Our newsletter is for the members of an industrial buying group, so first, they want the relationship. It brings them value in the form of rebates, and pricing opportunities that they wouldn't get otherwise. We are surveying our members next week to ask them about what we offer both in print and virally to make sure we are on the right path. I'm glad you made me think about that though...

And do you think they want the content, or a relationship with you that's fueled by the content?

Interesting thoughts for sure. I read you article and then read this on Mashable.....

How Twitter is Changing the Face of Media and it has these tow lines.....

"In this new era, no one means of content rules. Text, pictures, videos, you name it, all can be shared via a site like Twitter. Sure, you post videos and photos elsewhere and link to them, but Twitter provides the hub to broadcast that media to consumers.

and.....

"Media is also becoming more personal. More and more people expect their broadcasting networks to be people with personalities, not simply sources of news. We want to know as much about the person reporting news as we do the news they are reporting."

The Soren guy (who you probably know) seems to hitting on the same point. Am I wrong?

@markwjohnson

It does seem like a similar point. He's making it from the media/news perspective and Im' making is for the business/sales perspective. Same thing, though. I agree.

This is a great revelation.
Its fascinating to me how we as a mass mind tend to appoint leaders based on sometimes intangible factors. It seems like content and delivery is more important when trying to build something. Identifying key emotional trigger topics, bringing them to the forefront and providing a voice to the masses seems to be the standard. But there seems to be a level of recognition that people can reach where their approach needs to change. People appoint and elevate individuals to icon status, then want them to fit into a subconscious set of relational expectations in order to continue being supported. Its almost like you need to focus on content and volume initially, and if you are successful, you need to learn how to operate as a celebrity. People that reach celebrity without knowing that they now need to learn how to relate differently usually don't keep that position for long. Celebrity Kings that take the approach of servant will usually have an extended reign.

I like that phrase "Celebrity Kings." There's a lot in there, Aaron. I can't do it all right now, but mind if I use that phrase in an upcoming newsletter piece?

Surely with your analogy the fire would be king, as the facilitator that brings together and encourages the sharing of great content. Or is it the great content that demands a platform?

Still no. The fire's what we gather around. The king keeps people in the story.

I believe the word King in the phase “Content is King” doesn’t mean the chief decision maker. My opinion, the original phase “Content is King” means that without good content, you have no gathering place for you and the people you hope to entertain/attract/educate/equip. I do agree regardless of your definition of King that we must work hard on relationships and earn the trust of others.

But the way I tear it open, Andrew, is that content is VERY important, but the human is the most important part. Agree?

Absolutely!

Well you sure got my attention this morning with that headline - and upon reading your blog entry, I've got to agree with you. Content is just a representation of what's going on in our heads. It's a tool. In the best case, it's a gift we can pass along to help others. But the person, the source, that is the red thread - the message is just the medium. It almost sounds like you're advocating that people create a personal mythology. Is that what you're advocating?

Hi Chris

How right you are - which reminds me I must write that 'helpful' post I've been meaning to for ages... the one that goes something like: "if you're struggling to get your photo to upload, here are a few tips you can try first..."

Thanks for the continued inspiration Chris.
Jonathan

Chris,

I agree. You produce massive amounts of content on this blog. Much of what you write is very useful. I have learned 2 public speaking lessons from your articles that I continue to use to this day. Thank you Chris!

On the other hand, often it appears that many pieces you produce are placed on the blog to fill the need for content. I am not trying to hold you to a higher standard. I just believe that you could cut back on the amount of content you produce. The effects could be very positive.

I agreee that this is an important delineation. Creator is king. Content is what's used to formulate a first (online) impression and determine interest alignment. I'll think twice now before blurting out "content is king". Thanks

Completely agree.
To expand on the fire-wood analogy.. If content is the sole focus, rather than the engagement and the relationships that develop around it, we're sort of building the fire, lighting it, then leaving the room before the stories begin. If you don't care about the great fire-side stories, then why are you building the fire. (Did I just take that analogy too far?)

I agree that I am the king to my kingdom. I'm also the master of my domain but that's a topic for another day.

Heh.

Chris, well said. But I would say your statement is forward thinking. Most companies are not in a pace of being a good steward- getting them to think about unique content is key- the stewardship is for those who have already successfully committed to creating incredible unique content. But I agree- later stages this is dead on!

Well put Elvis.

Thanks for the LOL moment.

Perhaps it works to say that "Content Makes the King." As in, the content you provide, the value you distribute - that's what makes you the king.

A King or Queen is a figurehead. Always has been, even when he or she wielded real power. Forgive the apparent paradox: but the Head of State (Presidents, too), are symbols of power as well as being repositories of it. And so it is with Content. Sure, you are in charge and sure you make the decisions about who to form relationships with and how. But when those people show up at your door, they bow to your content, while appearing to kneel for you. Their respect is for the inside of your head - your knowledge experience and wisdom - not your physical being. The Content is you and you are the Content.

Very nicely put, Eric. I got a neat shiver from it (said in the intention of intellectual agreement).