Content is no longer king

by | Feb 8, 2024 | Content, Content Creation, Content Marketing

Woman looking at her phone with annoyed look on her face.

In 1996, Bill Gates proclaimed, ‘Content is King’. Churn out a lot of content and the sales will follow. Now in 2024, the king has been dethroned. With an estimated 4.8 billion pieces of content published online daily, clearly not all of it is getting read. Today, what matters most is delivering a better content experience.

In a recent digital marketing webinar, it was stated that people check their phones an average of 100 times a day. But they’re still not discovering much new content. About 94% of content indexed by Google doesn’t get any search traffic. 

That doesn’t mean you should stop posting content. That same webinar emphasized that websites with blogs have 75.29% more organic search traffic and 8.16% higher conversion rates. Using your website as a content hub increases your reach and engagement, and leads to stronger brand recognition. To be successful, your content must simply cut through all the clutter. 

This approach to content marketing validates and aligns with our Media-Grade Content® strategy, which we’ve used for decades. Traditional journalists were right. People really will pay more attention when you give them the straightforward information they want and need.   

Understand people’s search motivations 

Be careful about only using follower count to measure your content’s success. That can be misleading. Are they passive followers or motivated buyers? It’s about revenue, not traffic. 

Spend time examining why some of your content is ranking well for certain keywords and has a high conversion rate. Then, consider how you can make that piece even more valuable to your target audience, perhaps by adding an infographic or video. 

To better understand why people are using specific search queries, conduct polls and surveys. Reward feedback by acknowledging people who comment and engage with your content. If your content demonstrates you understand their problems, you’re more likely to be considered a viable solution.  

Make sure you have something relevant to say  

If you don’t have something new and fresh to say, your content may not be well received. Instead: 

  • Differentiate your content with data accessible only to you.  
  • Use an authoritative writing style. Make sure your writing is clear and credible. Cite your sources. Boost trust by explaining your experience and credentials. Avoid cliches, filler and fluff that dilute your content’s value. 
  • Add something new to the discussion. Never just repeat information that can be found on dozens of other sites.   
  • Don’t just promote your brand. Tell your story within a bigger context. 

Always deliver great content  

It’s okay if you don’t publish as much content as you have in the past. It’s better to publish really good content less frequently, than to publish mediocre content more often. You will be more likely to stay top of mind because of the quality of your content.

Our Media-Grade Content® writing services are your assurance that everything we write is interesting, substantive, worthy of your audience’s time and relevant to their lives. Use this form to inquire about our content writing services; or call us at 952-697-5269 to be connected with someone who can answer your questions. 

Written by Robin Miller

Written by Robin Miller

Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”


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