Heard a marketing person say “content is king” again, today. I did not gently bang my head on the table.
Quickly: Content is not king in marketing. Saying “content is king” is a bit silly. If anything has to be “king” surely it’s the impact that the content has upon us. Be it conversation, purchase or behaviour change.
A nice succinct line from Buffer about human behaviour: “People Don’t Buy Products, They Buy Better Versions of Themselves”
The B2B version could be:
“Businesses Don’t Buy Products, They Buy Better Versions of Themselves”
And: “It’s far easier to convince consumers to try a new product than it is to convince them to abandon a product they believe in” – attributed to Derek Rucker, professor of marketing at Northwestern’s Kellogg School of Management.