Content is Not King

Here's the thing ... it's all about the relationships you have w/ your people. And people don't have relationships with content. They have a relationship w/ you.

I'd agree on this 100%. Keyword in all this being "relationship." I do think people can have a relationship with content but it's more like a one night stand... a cheap relationship that they are willing to walk away from easily. It can be the initial draw before a real relationship exists. If it stops there then content was king. If it goes further and that person becomes engaged in the messenger as much as the message (or vice versus) then it becomes a relationship and moves beyond just what is said.

LOVE this!

(Resonates for me with "Institutions do not love, people do." via brokenheartmanifesto.com)

Right on Elizabeth. Without a relationship of trust, one's content doesn't matter.

Blessings,
Gary in Toronto

Yes, but without the content, how can you bring someone in to establish that relationship?

Good Q, Erik. I see content being mostly about "push". Relationship is about "pull". And it takes time. And I hear your point. gfp

of course. just like in real life, to build a relationship with someone you need to have something to say, something to offer, something to share, support to give, etc. ... but it's the human connection that *keeps* people.

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).

I don't disagree with the point of your point, but I am concerned that you mixed metaphors to get to that point. It's creative, but it's risky when you are comparing apples to oranges. In this case, the apple is marketing your content by making it the best it can be as opposed to relying on advertising, word of mouth, promotion, etc. The orange is community leadership. I don't think the two are related based on the original context of "content is king".

You might well be right. You have the bigger brain. But maybe that's the intent. Freakonomics style, I want you to realize that the orange matters more than the apple, and that the relationship trumps content.

So if I eat the orange and put the apple on a stick and cover it in caramel, then I'll be King and defeat all foes?

Seriously I'm still relatively new to blogging but can you really separate the apples from the oranges since they are both fruit and you need them both to make the fruit salad.

I guess what I'm saying is even though I'm not sure I just made sense I like Chris' point because it is the balance and mix of community and content that makes a blog valuable. Without community you’re just writing for yourself and that’s no fun. Then again Chris told us in his blog yesterday what we had to do to ensure we deliver on the promise of content so with out content there is no community. hmmm what came first the chicken or the egg?

I still like your analogy. It worked for me.

It's "wood for the fireplace around which great stories are told. "

Is that an apple? or an orange? I don't care!
It fitted the hole in my understanding. The underlying masterpiece is slowly emerging.
Thank you!

Oh, so THAT'S why most drug dealers live at home... seriously, fair point. It just strikes me that while what you're is pretty benign, even altruistic, I see metaphors twisted all the time for greed and fear-mongering.

My brain's not bigger, it's just that my avatar is blessed with the digital equivalent of Rudolph's shiny red nose.

Interesting Chris. Another way to look at is say you have five pieces of content that are similar.

What separates them?

The person behind it. Period.

Hmm. Using your royal analogy, what happens when the kingdom is overthrown?

I think he Is Saying Don't throw away All your Content in One Post. You may have a Great Article but you can turn it into 5 Great Blog Posts Instead.This way your Kingdom will Not be Overthrown so Easily.

And to add on even more to this, if you use the content to point back to your website and then connect with your visitors in "real time" to understand them, their problems, their likes and what makes them tick, so to speak you will have truly mastered the "Human Touch" online, which is the king of relationships online and there is a very specific, proven and tested way to do this.

Give that man a turkey leg. King Henry the 8th couldn't have said it better himself.

Totally agree. If you market yourself, you'll get a lot more readers and people to comment on your blog. Most of the people who comment on my blogs are local professionals who I met on twitter than in person.

Could not agree more. I think there are too many bloggers and content creators out there that try so hard to be something they are not. If you can easily write 3 blog posts a day and not break a sweat then you have your voice. If it takes you a week to research and write a post then you are not writing about something that you are passionate about.

More often than not companies new to the social media space also "tweak" their image online. Most companies only see their brand offline as a logo NOT a voice and an interaction with their customers.

Sure, but sometimes content takes over and forces us to be its servant :) I guess that means - be careful with what kind of content you create...
Good premise though.
-Stas Antons
SmartSymbols.com

Now, we can only be king or queen if we're interesting, not by monarchical decree. So you have to be interesting to generate content people care about. Or entertaining. For instance, David Lebovitz is king in my twitter world because he makes me laugh and is living an interesting life.
I say, if you want to be interesting, be interested...in the world, in others, in the interplay between the two.
Thanks for this post; it's given me even more to think about as I work on my rebranding.

Chris, you have your finger right on the pulse of the Internet. At first, we thought the Internet was a way to create brochures without spending money on printing...we could just attach a link to an email! Heaven!

Next, we thought it was all about gracing the unwashed masses with our expertise in the form of content. (Have to provide value, you know.)

But Web 2.0 is about people and conversations and the collective intelligence of a subject. You nailed it, man!

Very interesting insight! Right you are.

Yes, indeed. Well said, Chris. After all, content by itself is just stuff. It's who we are as people and the way we behave and how well we treat each other that allows us to express our authentic selves. When we speak our truths, speak from the heart, etc., we are being ourselves, the ultimate "king;" and it's then and only then that the content is compelling, engaging and worth listening to. Right?

Chris, Thank you for this post.

I like this analogy very much!

But here's what I am thinking. If you are providing great content, sometimes what you are providing is more important than the source (i.e., the message/idea is more important than the person behind the idea). Perhaps that is what has given rise to the claim that "content is king."

Kings die. They can get dethroned. But great content? I think it has a way of living and shaping the community...

Hi Chris,

I suppose that I fundamentally agree that relationships trump content. However that content itself is often the difference between someone deciding that they trust you or not. Carefully considered content helps me decide whether I'll follow a kingly mandate or whether it's simply braggadocio.

I think that content should be considered less a form of currency - with which you buy something - and more like the platform on which a candidate campaigns for your trust and your vote of confidence.

Well said. Most kings have treasure, their wealth is in part what helps them stay king. If content is currency and you/I are kings then it's likely the more/better currency we have, the greater our kingdom becomes. People are attracted to shiny stuff. Currency also equals influence. Like you said, it's up to us what we do with it. We can choose to use our currency to inflate our own self serving interests or we can use it as tool engage, equip and serve.

Side note... I couldn't help read this post and think of King Julian from Madagascar. "I am very clever king... tok tok tok tok... I am super genius... I am robot king of the monkey thing... compute... compute." I'm obvioulsy watching too many episodes of Penguins of Madagascar with my kids. :)

Content is King for websites (well, actually links are), and that's the original meaning, relating to SEO. You are the King is the social media equivalent.

How true ... striking this from my vocabulary now. cant count the number of times I have said content is king ...

Chris, you've touched a sensitive issue for many journalists. We're struggling harder than ever in the "Internet news is killing paper journalism, and it pays poorly" age. We strive to maintain or to reseek employment that pays our bills as publications fold without notice, editors leave without warning etc etc.

I want to share some thoughts from a journalist's listserv. We discussed poor payrates and how low some freelancers will go just to get a gig. I opined:

"Maybe the answer is with consumers of news sites, newspapers etc. When THEY demand superb fact-finding versus gossip and innuendo, focus on the content instead of distractig their brain cells with pagers + cell phones + faxes + web surfing while scarfing down a meal as they read a newspaper or listen to broadcast news, THEN we will see a rise in pay.

The demand for excellent skills is not high enough to create the situation in which better writers will be adequately rewarded with higher pay. Editors and publishers look at us 'dime a dozen' patsies. NYT just fired 150 staffers. NYT! Meg Weaver's Wooden Horse updates and similar fare record a mind-boggling musical chairs of journalism professionals going broke, switching deck chairs on the TITANIC, and despairing that this nightmare will correct itself with paid-as-you-go news site."

The challenge, fellow jounralists, is this: how do we convince readers that they need our strong, fact-oriented skills and user-friendly writing style, not the shrill of the moment "Film at 11" zaniness popular wiwth the paying masses?


Yocheved Golani http://www.linkedin.com/in/yochevedgolaniink
http://twitter.com/yochevedgolani
www.yochevedgolani.com (it relaunches next week) and
http://itsmycrisisandillcryifineedto.blogspot.com/

Hey Yo, the reason papers are dying in numbers is because their content sucks. If the content is King then they might be taking a hit, but adapting their content to suite online readers will reinforce dying rags. How's WSJ doing? USA Today? others??? I dunno, but I'd bet they're doing "ok" and will find a way to make it, or die. Writers and reporters are not to blame, the editors and executive are...for either their biased products which limit audience, or outright crap they print because they want to save a buck... I know the game, I worked in it for some time...

You are correct...bloggers and most content is merely opinion or experience, "feelings" etc...most is crap and I limit my own personal readings to reliable online pubs with good reporters... If you're one of these, you'll have a job somewhere...or...start your own site, find a niche, report on it, build an audience and charge advertisers to reach them...

The semantics we're batting around here is a perfect example of a waste of time and lack of value...we all know the game...but we'll waste time batting around the verbiage... it's all mental masturbation to me...

Good luck on your search...remember...if you're good, someone will recognize you...you just may need someone to help market your skills.

Peace

Agreed. While content is important, people are more important. We want relationships these days not just more content stuffed down our throats.

Totally.

There's only so much that can be said about marketing, technology, etc. That may be what you're writing about - but that's not what your blog about.

People come to your blog to see you. To hear you. And if they don't see and hear you, they won't come back.

This makes some bloggers nervous. After all, being yourself is bound to lose you some readers. But the ones you keep and cultivate will be all the better for it.

Depends. Copyblogger, Probloggingtips? Content is king, there. Not looking at the blogger or byline, reading the content, thinking about the words, the meaning, the content. How many times the content is tweeted and shared. Your blog? Both. YOU bring great content, but it's you I relate to, listen to, have learned from. People who produce great content, get that closer look, that following. I read in a recent NYT story: "Content never became king — search did". So maybe in a few years we'll really know, is it content, or people? Or another company, like Google, that really is/are king. Social networking has taken it beyond it being a company. Twitter and Facebook? People have made them what they are. Our content, our sharing of links and personal info, photos, and video. So, yes, relationships. It's our relationships with each other be they virtual or real, have made social networking, and our content will make them kings. Perhaps.

Chris,

What I am trying to do is write content on my blog [http://www.lifenotion.com] that has my personal thoughts into it in a way of attracting an audience. Then to build relationships with that audience I continue to offer the same type of content that are similar to (so they are willing to build a relationship with me) and then I connect with them whether that be Twitter, Facebook, Skype, in the comments, or through my newsletters.

I do find that connecting with your audience is key and more important than your content, but if you have content that is non-appealing for the audience you are trying to connect with they might question you and your possible relationship.

I am king! At least to me. I totally agree. Content is my treasure that I am willing to share...

It is good to be the King!

If content is the currency, than you're like the world's largest bank. I'm always amazed at how much content you put out. This is a great follow up to your earlier post about discipline. Seeing how you derive new content... from your content... is pretty cool.

Thought provoking post, Chris. Thanks. I agree that relationships trump content.

Content is as common as the air we breathe. It can be unreliable. When it is delivered over the Internet, it is often unfiltered and unedited and untrustworthy.

Often, it's just filler. It can be a commodity with little inherent value to those seeking something better.

But there's something a step above content. It's knowledge.

Knowledge is hard-earned. It springs from experience. It conveys expertise. Knowledge provides competitive advantage. Knowledge is money. Knowledge is as good as gold.

When they're using Google, especially in the pre-purchase phase of the B2B buying cycle, people are not looking for 'content'. There is something they want to know.

* They have a question, and they want to know the answer.
* They have a problem, and they want to know the solution.
* They have a business issue to deal with, and they want to know what to do.
* They have money to invest and they want to know what to purchase.

They're looking for knowledge. Content becomes knowledge when it's closely aligned with what people want to know, right now.

When marketers give their knowledge away without asking for something in return, they earn admiration, respect and trust. Those are things you simply can't buy. Those are things that elevate a brand, or a business.

Because those are things that are crucial to strong relationships.

Knowledge marketing can establish your brand and your business as a useful resource, a caring authority, a highly competent expert.

When you share knowledge to engage customers and enhance relationships, it can carry your business to new heights.

Hey really nice post i must say. Very great post. I am wondering if I can share your article in the bookmarks of society.

christmas presents

If content is currency, or treasure even, who am I to keep it to myself. Shame on the king who keeps all the gold!

So true Chris. Good content is everywhere, excellent content is very hard to find, but it's the real you that sets you apart from the rest. Noise is everywhere and a refreshing and believable tone is what always makes people go "Shh. I'm trying to listen..." It's not always the same thing, over and over again, for the sake of "pumping out" content (if you know what I'm trying to say). If not, sooner rather than later you'll become yet another noisy element that people will turn away from. Later! --Paul

Beautifully written Chris. I have been reading your blog for sometime now, this is my favorite so far. Not because I think I'm the king, no. It's because what you said is so true, and that I have been feeling the same for sometime now, considering there are many blogs out there with awesome content but little readers. Kudos,

Never really liked the term "content" anyway. That's the stuff that may have settled during shipping. But truly better sold by weight than by volume. Thanks for a weighty post.

Hi Chris,

I am new to visiting your blog and after having a really good read the last 30 mins this site is awesome and you are definitely a content king! I agree so much on the idea of being the servant to your people.

Over the last 12 months I have been on many people's list that only sell, sell, sell and no content. They are not good kings! :(

Thank you for inspiring me to be a content queen for my readers.

Kind Regards

Jacinta :D
(An Aussie mum trying to create a business online while her 2 year old sleeps! :D Speaking of which I have to go wake her up!)

the best way to become a great king is by becoming first a great servant.. =)

Hear Hear!

I never said I was not King, Chris. I was just trying to be humble. ;-)

Thanks for the article.

True. Another way to look at it is how can a message be conveyed without a messenger. And what kind of person is the messenger. Compelling content means nothing if the person creating it doesn't know how to interact with people. It reminds me of a very intelligent co-worker who was a friend of mine. He was extremely intelligent but was severely lacking in the relationships department so he had difficulties advancing himself. I've seen many blogs with so-so content but with huge readerships and healthy revenue. The authors were obviously a kings(or queens) in the relationships department. If you know how to treat people you'll get ahead quickly in this world.

I think that can be dangerous. Power corrupts. Being the king can easily lead down the wrong path. But more to the point, I believe this focuses away from ideas to egos. I don't mind people having an ego, but that shouldn't be central purpose. It should be the ideas. Yes, a few people can get away with anything because their celebrity status carries them through it. But they shouldn't. I still believe content is king. It's the ideas, advice, and knowledge that we should be seeking above all.

Relationships can be born out of sharing or discovering of great content; a story, blog post, video, podcast, story idea, photos, content rich community. Two people, to many people, now have a common theme around which to build out a relationship, or help each other.

You may by King but your authority is validated by your content.

Chris,

Thank you.

From One King To Another...

The Franchise King
Joel Libava

I have also listen somewhere that content is currency. But if content is currency then why people say that "content is king". But your point is also right.

I think your post is a perfect example of what you are saying.Your content was good but left us wanting to dialog with you making you the king. Now you can begin to build a relationship with your kingdom of followers. Great way to convey that to us.

The Experience makes the King.
The Information makes the King.

You're only "King" if you got those.

I know you encourage *longer* comments but this one just needs one word:

brilliant

Why the hell does this article warrant a picture of your stupid face? You're not attractive enough to plaster so many photos of yourself on your website.

In the Land of Social Media Everyone is King
but some Kings are Kings only unto themselves.
Thanks Chris you have now begun the return to the Feudal System
only this time it is virtual and the inhabitants are fickle in who they serve.

I think you just wanted to post a picture of yourself in those glasses

Yes, yes -- a thousand yeses. This absolutely validates the philosophy that stories (and other content) is nothing without an audience. The audience must be served above all; learn about them, connect with them, *listen* to them.

Another elegant, resonant post. Excellent work.

I definitely agree with this. As we (my marketing team and I) try harder to get more brand awareness, we're realizing that relationships are so important. It's important to be there, listening, helping - being a good "servant" to our customers.

Thanks for the reminder that content isn't Queen =) and that relationships are super important!

I agree with content not being #1,, you can have great content but if people don't connect with you and build that relationship then your content means nothing.

Like going to the store and loving a product and plan to buy it,, if I get a pain in the ass sales person, I don't buy, I leave to another store.. having great content is the same. connect with your readers or have them leave to another "salesman"

Really interesting points Chris. I definitely don't feel connected to the world with a blog post. But oh what a high it is to get a comment and open a dialog. Even if a customer calls me up and says "Your blog post really helped me with x," it's a nice feeling to know they value your opinion and reached out to you for thanks...or with further questions.

I just don't think anyone should ever disagree with you. If that's the case, we might as well bring back the internet equivalent of medieval torture devices.

Interesting post. Its kind of funny that there has been a lot said about content being king with an obvious fact omitted or overlooked - who is creating said content. To think its been staring us in the face all this time.

You always put an interesting angle on things.

I think your most important point here though might be lost in a skim--servant leadership. Content is always more successful (in my experience) when it is written to serve the audience, not the writer.

More good stuff! Thank you Chris.

Thanks, BIll. I'll write more about that in another post. I was a fan of Greenleaf's book.

Very well said!

Wow Chris, I don't think anyone has ever put it so well. Content is as good as the person who puts it out there.

I think you are correct to a point, but sometimes it really depends on what the content is for. If it is important information or data that I need, it is as close to royalty as I care to be.

It is rarely the author who gets the attention at first read; it's the kingly content. As the producer of the conversation that begets reaction, what we say and present is much like life script. Content is indeed queen b/c it puts the author on the throne (ala you, Chris) with a multitide of followers wondering what said king next will scribe. Blurry? Indeed.

If the king has no treasure, his kingdom is bankrupt, and his armies abandon him. Soon his enemies overrun his territories, and his minions flee. Without treasure, there is no kingdom or king.

To paraphrase an old king (King Vince of the Frozen Tundra) "Content isn't everything, it's the only thing!"

I think that content is powerful, but in the end, there are lots of smart jerks who can produce content. One can hire someone for content. In the end, who you are in your soul matters. There are good kings and bad kings... so just being king is not enough.

The most successful people I know (financially, spiritually, and emotionally successful) are those who help others. They don't have to be the king... as helping others reach the top sometimes means being a surf sometimes.

The best kinds of kings have the best courts, right?

Exactly! There are good and effective kings and there are corrupt and impotent kings. So you still have to have a strategy for how you use and deploy your treasure and how you approach your kingdom and with whom you surround yourself and to whom you listen.

Great. The same day my column (http://tinyurl.com/LTDailyDogColumn) appears in the leading PR trade pub (Bulldog Reporter's Daily Dog) declaring that Content is Still King, Chris slaps me with a contradictory headline.
Fortunately, the articles are in synch. Whether we are kings, princes, peasants or paupers ... we all love a good story. And a good quote. Here's 1 from FDR that applies to social media 75 years later:
"Be sincere. Be brief. Be seated."

I've been lurking here for a while... While I've been here, I've learned a very valuable lesson from you that I have gotten anywhere else. YOU (the writer) are the most important ingredient in your content. The little pieces that you give away, bring all of us to you.

Quite so, Debbie. : ) Glad you came out of the shadows. I'm happy you're here.

Its simplified scalar analogy but does not replace the well known saying!

In my other view Content, User and Time may be three corner of a triangle. A well written content can drag users. Great content producers certainly know how to program human mind and content can even change users' perception and interest. On the other hand user also decide content in many cases. Time is another big factor that shifts paradigm of content producing and consuming.

@chrisbrogan interestingly both content and user can be king same time, they can superimposed like Classical Physics - after century debate scientist had to agree Light is both Particle and Wave!

Chris- Your a blessing! Best, Brian-

Hah! Great stuff Chris. I still think content is King :) --- but ONLY when it adds value. And, defining "value" can be challenging sometimes! If you're touching customers, informing prospects or sharing knowledge. That's value. That's relationship-building. Hmmm... and yes...that does make YOU King... not your words. Okay...so maybe I agree with you (she says with a bow).

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.

Well put Elvis.

Thanks for the LOL moment.

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!

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.

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 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

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.

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

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?

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!

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.

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?