"Content Is King" Are you really buying that load of shit?!

by Robb Sutton

If you are constantly buying into the concept of “content is king” that gets pushed on bloggers around the world, you are buying a used car with sand dust in the gas tank. This same tired out line has been played out beyond belief in the blogging world.

Content is not king…content is the product.

When you are looking to create your successful blog online, consistent and quality content is the given product that is required in blogging, but…just like with every industry…there is a massive amount of sub-par crap that can greatly outperform your “pilar articles” and “high quality list posts” because the bloggers behind that content have already realized the huge secret to successful blogging that really isn’t a secret.

Successful promotion is king…content comes in a far off second.

It’s true…go ahead and marinate on that one for a bit. Have you ever read a highly successful website and thought there is a lot better content out there? Better yet…have you seen sub-par, worthless products get huge launches and massive sales? You even see it in the retail world! The #1 main reason a blog, company or product makes it in the marketplace is because of calculated and successful promotion…not because it is providing over the top quality.

So Why Promotion Over Quality?

Now…there are cases where enormous quality creates enough press to warrant high dollars and fame, but those cases are extremely rare. The high quality cases for blogs and products that you have seen or read are actually the by-product of having the double whammy…quality content and successful promotion.

Quality “content is king” content is absolutely nothing without new eyes digesting it and then spreading it out to others. Without this promotion, your articles and products do not get past the development stage. They are just words on a page or items on a shelf that no one knows about…or even cares to.

Next time you hear someone say “content is king”, you need to think of it as a used car salesman selling you a big steaming load of crap. Content is not king…the promotion of that content is far superior if you are looking to create a successful blog.

How Do I Get My Content In Front Of A Massive Amount Of Eyes?

Now…there are also bloggers out there that are going to tell you the “top 5 ways to get more traffic” or how you need to find traffic on your blog. First, anyone that tells me there is only 1 (or 5 ways to do things) are typically people that I discount their opinion greatly. One of the things that you need to realize in blogging is that all niches are different. There is never one top way of doing things as your readers are going to interact and spread content online differently dependent upon subject matter so taking advice like that can be dangerous and detrimental to your growth.

Proper testing of different promotion methods are the only way to find out what works in your niche.

That said…there is one theory that will greatly reduce your learning curve when looking for promotion techniques that will work well for your blog. It is one simple task that every blogger should be doing…

Find your target audience (and be specific) and then research how that specific target audience communicates and spreads content online.

Not every niche is going to know what RSS is…or use Stumbleupon…or even know how to use Twitter. It is up to you to find out how they communicate and how they like to digest content and then provide those methods. On top of that…you need to find methods that force call to actions (newsletter sign-ups, content spreading, etc.) like contests, giveaways and other viral content monsters.

There is no “one size fits all solution” for all bloggers and “content is not king”. It is up to you…as the blogger…to promote your products and content in a method that your audience will absorb to truly be successful. Hey…no one who was ever successful online used a cookie cutter tagline. They worked hard for it. That means you have to as well. Ramp it up!

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justinmwhitaker June 21, 2011 - 2:49 pm

I think it’s a balance. You need to be successful at  self-promotion, but if your content (product) sucks, and is just one sales pitch after another, you still aren’t going to be a successful blogger.

Matt Searles June 21, 2011 - 2:57 pm

and here I thought the customer was king


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