Content is King

The content has always been the most important part. It’s a pandering beer commercial that is shown on TV during the Super Bowl. It’s a shocking video of a publicity stunt that spreads throughout Facebook. It’s a duckface selfie photo that a narcissistic millennial posts on Instagram. It’s a contributed article to a major news outlet (such as this piece, which will probably be ignored in the marketing community because attention-hungry marketers must always claim that some “paradigm has shifted” to build a name for themselves even though nothing significant ever really changes).

If the beer commercial falls flat, then nothing else matters. If the publicity stunt does not attract the public’s attention, then nothing else matters. If the duckface selfie fails to receive enough “likes” — well, that would actually never matter in the first place.

Marketing has always been the creation of a message, the insertion of that message into a piece of content and the transmission of that content over a channel to an audience in an effort to build brands, increase demand and move people down sales funnels. The same is true today — the only differences are that we have two additional sets of available channels, called the Internet and mobile devices, and those channels allow for a greater variety of content formats.

In the 1950s, a marketer may have created a message about a product and then put that message into a print advertisement that was then transmitted through a newspaper. Today, a marketer may create a message about a product and put that message into a video that would then be transmitted through YouTube.

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