A king

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”

“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.

See also

My content strategy services


Photo by Ben Husmann

Published On: January 10, 2016By

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