Is content still King?

Make Things, Make Sense Podcast
Season 1 Episode 13
Play in Spotify App


5 million articles are published every day and all marketing leaders are pressured to produce good content that captivates their audience and stands out among the amount of content being published everyday.

In this episode, Josh and Alex will help you understand the importance of content and share tips on how to create content that stands out in your market.

Is content still king?

In 1996 Bill Gates famously quoted that “content is king”. Is that still the case?

For content to be king the following must be remembered:

  • the role of the brand in content
  • 5 million articles published every day: you must stand out
  • the most important part of content marketing is getting client eyes on your content. The best way to do that is to create unique and authoritative content that breaks through the noise and attracts your audience
  • Original content is very important to establishing brand authority

Why create all this content?

According to a study, web traffic is among the top two most-common measurements of success for content marketing strategies. Therefore, content is created in hopes to deliver as much traffic to your website as possible.

How can you create content that stands out?

  • understanding your target audience and what content they want
  • how to make your content stand out in a crowded industry – innovate (may take longer to create, but will pay off in the long run)
  • video content – important, doesnโ€™t need to be expensive
    • millennial & GenZ prefer lower quality, “authentic” video over high-quality video that seems artificial and inauthentic.
    • video will account for 82% of all internet traffic by 2022
  • think about your customers – solve their burning problems

How can you connect with your audience?

  • adding a face to the content – video, podcast- making it human
  • right content for your audience and the different stages of the funnel
    need to have well-defined goals and a clearly thought out strategy to avoid wasted marketing spending
  • a smart strategy, with proven results, can increase the ROI of your content.
  • video, nested in article, shared on social, have SEO benefits

Hubspot says that 90% of marketers using content marketing plan to continue investing the same amount in the channel in 2022. 66% of marketers expect their 2022 content marketing budget to increase more than their 2021 budget.

How can people make the most out of content?

  • Omni channel strategy
    • blog
    • podcast
    • talks
    • graphics for Social
    • email campaign
  • Part of a funnel
    • made for your target audience
    • offers something valuable to get an email
    • remarketing pixel set up


Make sure your content is created for and targets the desired audience by using the free resource Audience Persona Builder! This resource will help you to build your target audience the right way.

Free Resource

Audience Persona Builder

Other episodes


S01E13: Is content still King?


S01E12: How to start your day off the right way


S01E10: Standing out in a crowded market with guest CEO Tom Jones from Yolted


S01E11: Why you should love your brand


S01E09: You need a Marketing Strategy – Here’s why


S01E08: 8 Tips to Running a Successful Workshop


S01E03: Making sense of office vs remote working


S01E07: The power of branding, done right


S01E06: Making Sense of target audiences: Why should anybody care?


S01E05: Making Sense of Internships


S01E04: The importance of core values for hiring the right people