So, why is content NOT king?

 

You have heard it countless times: content is king, content is king, content is king.

But guess what?

It ain’t true. 

Only GREAT content is king. 

Just the other day I was reading an article on Medium. 

The author made some good points about the future of content. He brought into question the challenges that Facebook and YouTube had in 2018 regarding trust.

And this author predicted that social media is going to move to the blockchain. I don’t know if that’s going to happen but his reasoning makes sense. 

Since Facebook and YouTube’s algorithm decides what content we see, it’s not always the BEST content we’re shown… but the content that best helps generate advertising revenue. 

But what this author was saying, if social media moves to the blockchain, the best content will be voted up. 

I.e. the most interesting content makes it to the top. 

Not necessarily the content that suits Facebook or YouTube’s business model. 

Again, I don’t know if he’s right or wrong. But there’s a lesson I took away from this. 

What will never change in the future is the desire for GREAT content. That is, content that’s believable, insightful and curiosity provoking. 

So my advice is to keep your eye on the prize. Focus on creating the best content you can as consistently as you can. 

Week in week out. 

Do that and I promise you one inevitable conclusion – your potential clients will start to take notice.