Why Your Content Isn’t King Any More

“Content is king” has been a very common phrase in the marketing field for years. This mantra has certainly become part of our language, maybe even part of our DNA.

But I think this is one of those common phrases that we take for granted that may actually be meaningless. You probably know it, somewhere deep inside. I think something else is the king.

Let’s unwrap that today.

First let me say that I am addressing this subject on a very high level for a diverse global audience. Some people may chime in and argue, “well what about ???” … and I will say, “of course.” There are lots of exceptions. But let’s look at the big picture and the over-arching trend.

The reality check

To put things in perspective, please oblige me in a thought exercise.

Think of every product you’ve purchased in the past two weeks. This might include food, clothing, a car wash, house plants, insurance, medicine, office supplies, toys, books … anything at all.

Now, consider this list and determine: How many of these purchases were directly or indirectly influenced by a piece of company content?

If you’re like me, the answer is zero. Branded content has no impact on 99.999 percent of consumer purchasing decisions. We don’t…