Content is King
“Content is King” that’s the current buzz phrase in social media marketing which focuses on the relevance and impact of creating content which is engaging. It’s one of those sayings which are true in theory but in practice it can often be overused and used to hide ulterior motives. In a world of information overload people and companies blog, tweet and spew seemingly free information. Siphoning through the volume of information on the internet can indeed unveil some ground-breaking research, genuinely engaging content and suitable to people’s individual tastes and preferences. We can access information on any topic when we want and about what we want, but does the content we consume manipulate us to then become customers?
Free Content – At what cost?
Ask yourself why is it possible for me to watch this video or read this article completely free of charge? That’ll be because you’re always being sold to. Almost everyone providing you with a free blog or video or free e-book are leading you down a path of consumerism, somehow you’ll end up paying. Even me writing this blog, I’m attempting to raise awareness of my skills and my company which will ideally lead to a sale. There’s always a hook leading to a sale of some kind, you just have to look and you’ll find it. Businesses cannot survive without sales and by giving away the secrets to their trades, they want something in return.
Marketers and businesses can be clever in understanding human psychology as we all have buying trends and impulsive behaviours. Content is not always king as our predictability as human beings can be manipulated to the advantage of commerce. People respond to colours, images, sounds and visual effects used in much of the content we access which is designed to illicit buying impulses, not to provide free content. Videos, gimmicks, special offers and freebies are offered to raise our awareness of a particular brand who want a share of your wallet, not to provide free content. Perhaps after decades of people enduring advertising and marketing saturation, we become immune to the realisation that there’s always a hook leading to a sale.
If you truly believe that “Content is King” then you’re trying to sell something to someone. As a marketer I fully comprehend the meaning behind the phrase and believe customers do benefit from the ability to access truly rich and engaging content, but always at a cost. Content is king is now just marketing jargon which has lost its meaning and is over-used and abused for commercial gain. The only thing worthy of being attributed with the tile King is the customer.