Content is King

“Content is king” is a frequently cited quote from the fields of online marketing, search engine marketing and content marketing. Behind it is the belief that content, especially text, is crucial to the success of a website on the Internet.

The quote “Content is king” originally comes from an essay written by Microsoft founder Bill Gates back in 1996. In it, he describes the future of the Internet as a marketplace for content.

The saying “content is king” is therefore not new, but in the course of the content marketing hype, the quote was again used particularly frequently.

This is to express that the success of websites depends to a large extent on high-quality content. On the one hand, this is due to reading behavior and the high demands of users on the Internet, and on the other hand to the increased importance of high-quality content for search engines such as Google.

“Content is king” in content marketing

The statement “content is king” is closely related to the topic of content marketing. According to a survey by Linkbird, 73 percent of companies already use content marketing. 74 percent understand this to mean marketing high-quality and creative content.

Content marketing is a marketing strategy that takes the approach of addressing and convincing users with high-quality content instead of heavy-handed advertising. The background to this is the fact that users are no longer aware of many of the advertising messages that are pelted at them on a daily basis. In online advertising, this is also known as banner blindness.

For this reason, companies try to create content that offers the recipient added value. This is intended to positively influence the public’s perception of the company. In addition, companies can pursue a number of other goals with content marketing:

  • position themselves as experts
  • brand
  • improve ranking
  • Win and retain customers
  • generate (blog) traffic
  • generate new leads
  • generate backlinks

Content marketing tools include whitepapers, infographics, e-books and blogs, for example. Seeding of the content is usually done via social media such as Facebook, Twitter and Google+.

The basis for relevant content is high-quality texts. A good web text meets a number of criteria. It is:

  • unique
  • specific to the target group
  • entertaining and informative
  • reader-friendly, well-structured and error-free
  • search engine optimized

To be successful with content marketing, a strategic approach is helpful in addition to high-quality content. A content strategy can be divided into the steps of content audit, goal definition, planning, creation & publication, and controlling.

“Content is king” in SEO

Unique, high-quality and up-to-date content is essential for a good ranking in search engines like Google. While in the early days of the Internet, simple texts peppered with as many keywords as possible could achieve a high ranking, Google has ensured with ever new updates such as Panda, Penguin and Hummingbird that high-quality texts are increasingly better rated.

A multitude of factors have an influence on the ranking. Their weighting is continuously questioned and discussed by SEOs. But experts agree that the content of a website is one of the most important criteria for ranking in search engines.

Therefore, “content is king” also applies in the SEO industry. Only with high-quality content can the ranking potential of a website be sustainably optimized.

The quote “content is king” is used particularly frequently in connection with content marketing and SEO. It implies that unique, high-quality, interesting and relevant content contributes significantly to the success of companies on the Internet. Consequently, companies should first and foremost think about good content before tackling further search engine optimization measures. In content marketing, the quality of the content offered determines success or failure.


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