Aug 23 · 3 min read
Content is King - Cheers to Bill Gates for that line.
The title of this comes from Mr Bill Gates from a 1996 article he wrote on the Microsoft website. I’d say the progress in digital in those 23 years has certainly proven his thinking right.
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.
The television revolution that began half a century ago spawned a number of industries, including the manufacturing of TV sets, but the long-term winners were those who used the medium to deliver information and entertainment.”
Just as Gates predicted, content rules the internet, and content is the number one tool for conversions, awareness and sales - whether it be in the form of visual, written or purely for entertainment, there is no way you can avoid content.
Writing a blog, writing on a banner, images on social or a video on a website. Content is the whole shabam. Regardless of what you do, you will need some form of it.
However, the main issues we see in the digital-scape is the lack of quality content. Just because you wacked an image up of your product does not mean it’s going to relate to your audience, nor will it necessarily help you sell whatever it is you're selling.
Despite Gates having written this in the 90’s it’s still holds a truism today;
“If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will. They need to have audio, and possibly video. They need an opportunity for personal involvement that goes far beyond that offered through the letters-to-the-editor pages of print magazines.”
If you are going to contribute to the content stream that is the internet, you need to make it worthwhile for your customers and clients, give them a reason to absorb your piece of content over everyone else’s - and you can’t simply rely on loyal customers for that anymore.
Consider this; 925 new images are uploaded to Instagram every second, and 79448 youtube videos are viewed every second and, 8554 tweets are tweeted every second (did you get all that?). This is a testament to the fact we’re in an age of content, and content rules the web. When you post anything online whether it be on your website or social, these are the types of numbers you’re competing with. And every platform has an engagement based algorithm attached to it, so unless your content is engaging, chances are next to no one will be able to see it - loyal customer or not.
Content is the way you can make your brand stand out, it’s an extension of your brand persona and it ultimately defines the identity you’ve created or decided on.
Just think, if you have a luxury jewellery store, and you’re posting imagery shot on an iPhone with poor lighting on some random surface; does that scream high-end to you? Probably not.
Investing in good content or content creators can make a world of difference to how people perceive your brand, and can often be the catalyst for direct leads and conversions. Content, is how you sell your brand, products and services - which is why you need to make it interesting for your consumers.
Although this is of course true for social media, it is also a pivotal part of any website, app or online platform. In our world, we craft digital experiences and the one thing we see continuously is that once the project is wrapped up on our side, and we hand it over to the team, they don’t have the ability in house to create or source the content that is needed to truly bring their digital product to life.
The bulk of any website or app is content so it’s a real shame when this element hasn’t been given the importance it deserves or the thinking it requires.
When you’re embarking on your next digital adventure, channel some Bill Gates thinking and be sure to factor in content creation, or talk to your stakeholders about your limitations or goals before kicking off any project.