The Custard Blog

Words of wisdom from our team of online marketing experts

Why Content is NOT King.

Hello. My name is Halit Bozdogan. Apart from sounding like a background character in Star Wars, I’m also a PR writer here at Custard.  In our ongoing mission to show that we are one of the best agencies around, I’ve been asked to write every so often on the company blog.

Of course I said yes. Mainly because my boss told me I couldn’t say no.

Just kidding. Custard is all about staying fresh and innovative and one of the ways we do that is through our content output.

The Gates of Hell

Ah content. It’s certainly important to have some form of content on your site. Without it, your page is a glorified piece of wallpaper.  Someone famous once said ‘Content is King’. That man was Bill Gates. You may have heard of him. He’s quite a big deal. He said this in a 1996 essay. 1996 was a long time ago.

I’m here to tell you that content is NOT King.

A King is appointed the head of state through their family. Their lineage. Sometimes, they have done nothing to earn the right to be at the top.

I like to think of content like a President or Prime Minister instead. Only through influencing the people via great and inspiring content will you make a difference.

But ‘Content is President’ doesn’t have the same ring to it, so I can see where Gates is coming from. Remember, you must take care of your content. You must cherish and nurture it, because if you don’t, it’s going to end up like the Nazis when they opened the Ark of the Covenant.

I was trying to find subtle way of saying it could blow up in your face but this was the best I could do.

Yep, if you don’t take care of your content, then it’s going to have a dramatic impact on your site. Yes, this is in regards to a great many things such as traffic and engagement. The SEO stuff will crop up from time to time and I’ll get more into that later. Right now, I’m here to talk about one thing you need to do before writing great content for the web.

Identify the goal.

What is the end purpose for your content? It’s often that we have so much to say, we just blurt out stuff. Reams and reams come out. Shakespeare said it best I think in a quote that can be applied to content writing. I think it can be….

“…a tale…full of sound and fury, signifying nothing.”

In which I mean that we often talk and talk, without actually getting to the point of what we mean.  When it comes to a website, this is not good. You need to decide on exactly what you want to say before you say it. Concise, snappy, relevant.

What is your content going to accomplish? Set the tone and the voice you want to have. Give the reader a reason to feel comfortable and establish that trust relationship through consistency.

Trust means NEVER talking about Crocs. Ever.

Parting Shot

I leave you with one of my favourite quotes and hope you come back next week. Feel free to share this blog post with the world wide web!

“There is nothing to writing. All you do is sit down at a typewriter and bleed.”

-Earnest Hemingway


[crp]

  • Great post and I agree… content definitely needs a purpose. There are far too many sites out there with too much content that isn’t useful, informative or have any real purpose… grrr!

    • Tom Goodwyn

      Totally agree Hazel, Halit makes an excellent point.

  • Thanks Hazel, and yes I think that a lot of the internet content around tends to meander instead of getting to the point.

    Thanks for reading!

  • But… You mentioned Crocs? Where’s the trust?


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