“Content is King,” is more than a cliché. The one thing about content that hasn’t changed since Gutenberg and the first printing press is that content is “news and information” which is “of interest” to a readership or audience.
The impact of news content on search is dramatic. Google, for example, is the runaway leader in search because it harnesses the collective judgments of web surfers. Its PageRank technology is based on the idea that the best way to find relevant information is to prioritize search results not by the characteristics of a document but by the number of websites that are linking to it. Product news content in high-quality, respected publishers’ websites and other media outlets is the best way to develop links.
So, content is king, not just because of its role with regard to internet search, but because of its impact on all other aspects of the marketing mix. News content not only arouses interest in your products by showing how they solve problems for prospective customers, it also identifies your company as a thought leader, generates inquiries from prospective customers and accomplishes so much more when executed properly. The added value in preparing news releases about whitepapers, products, new contracts, website updates, and many other topics should not be overlooked. These topics all provide editors with valuable information for their readers. What’s more, this remarkable content is also ideal for use in company blogs.
“Content is king” is not a new idea. It is as old as Gutenberg and the first printing press. I founded The Venmark Corporation in 1977 with a distinctive business model that permits us to help small companies “make news” and compete more effectively for business. We have long understood the power of news and have had many small business clients featured on the front covers of leading magazines right next to major multi-national corporations. One cannot distinguish the size of a company by their news coverage. News is an equalizer!
© 2013 Steven M. Stroum