5 Reasons Content is Still King

5 Reasons Content is Still King

Kayla Graham

You’ve likely heard the famous marketing phrase—content is king—countless times since Bill Gates coined it in 1996. Even though it’s been around for over two decades, the expression still reigns true.

As we kick-off 2020, content remains essential: it helps people find you, generates traffic, converts viewers to subscribers, and shares your brand’s story. Here’s a look at five reasons why content is still king.

  • Content builds brand awareness.

Getting branded content out on social media and a website—and then promoting it—is essential in building brand awareness.

Websites are vital for promoting your business’ content. Videos, blogs, and podcasts advertise subtly. They drive traffic to your website and then sell products and services.

Social media is a hub for interaction, entertainment, and education; it’s a prime space for sharing your content with the public. Place videos on platforms like YouTube, Facebook, Instagram, LinkedIn, and more. Other types of content—like blogs, podcasts, and photos—are also popular on social media. And they can link to your website and drive viewers there. Branded hashtags, captions, and images should accompany your content.


  • Content drives engagement.

Customers seek out reliable content to advise their decisions. So, it’s key to produce useful content. Quality content entertains, informs, and helps people. Content should have value:

  • Does it help customers succeed? Valuable content creates a positive business image. For instance, FAQs help answer clients’ questions.
  • Informative content educates consumers. Teach your audience some new and exciting information. A video tutorial or how-to article can highlight the features of your products and services.
  • Content that entertains grabs attention and keeps customers coming back for more. So, engage your audience with captivating stories and examples. And don’t be afraid to share the creative or humorous aspects of your brand’s personality.


  • Content expands the ways customers interact with a company.

People can continue to have a connection with a business through its content after purchasing a product.

Customers can visit websites for podcasts, blogs, or FAQs. For example, videos get attention and are easy for customers to absorb. They are useful for product demos, tutorials, vlogs, and testimonials.

Customers can also follow the company on social media channels for answers to questions through content. And from there, they can check-out socials for stories, articles, and inspiration.


  • Content creates lasting relationships with clients.

In the past, the focus was often on product awareness. And a relationship with a customer lasted until they made a purchase, or they had issues with the product.

Now, content marketing creates long-term connections with customers that continue well past the initial investment. For instance, podcasts, blogs, vlogs can build a loyal following. And helpful articles are a great way to build trust with your target clients. Sharing your industry knowledge strengthens relationships with current and potential customers. So, get to know your audience. And write about topics your target clients find valuable.

Keeping your content relevant and consistent can increase the quality and length of the customer-company relationship.


  • Content tells your brand story.

Your brand story tells your audience who you are, what you do, how you can help them, and why you do it. It helps your audience make a genuine connection with your brand.

  • Let your content tell your brand story: think about how you can relate to people and inspire them. For instance, talk about your culture and values. What is your vision and mission?
  • Encourage others to share your story. Stories spread when people share, like, and retweet. Entice people to share your posts by placing a call to action within them. Or provide incentives like discounts or special offers for sharing.

Content is still king in 2020. It lets customers interact with your company, drives engagement, and builds your brand story and awareness. So, make sure to keep yours exciting.