Back when I was a kid, my sister and I spent way too much time watching Bill & Ted’s Excellent Adventure starring Keanu Reeves and Alex Winter. Maybe it was because I was only 7 when it was released, but from that age all the way through high school I believed it to be one of the greatest films ever made.
Sure, I can still quote just about every line from the movie today, but as I grew up I started to realize that the acting in the movie actually sucked pretty bad.
Something in me however has great affinity towards it since it was such a part of my childhood. Even today when new movies come out starring Keanu Reeves I still get excited for a split second.
As I’ve gotten smarter however, I’ve came to the conclusion that Hollywood has been lying to me. Keanu Reeves is a terrible actor (especially in any role other than a stoner).
In our culture I’m realizing we’ve been lied to every day in hundreds of ways. Don’t believe me? Just look at pretty much 90% off ads out there.
The Content is King Myth
As an internet marketer I’ve noticed there are certain phrases that get passed around from “gurus” that mean well, but just aren’t true.
The biggest of these comes from people in many industries. From SEOs and content marketers, to social media experts and bloggers.
I’m sure you’ve heard it. Content is King!
While I’m not sure who first said it, back in 1996 Bill Gates used it in part of a speech he was giving. From then on it’s been the mantra of numerous writers and marketers.
Don’t get me wrong when I say this is a lie, content is important. It just isn’t king status.
Actually, the whole monarchy language just doesn’t fit in my opinion. There isn’t one reigning king when it comes to marketing.
Content is Part Of The Team
There is no doubt that good content will help bring traffic to your website, but it can’t do it on it’s own. Just like Peyton Manning can score a lot of touchdowns, but he needs the rest of the team doing their jobs in order for that to happen. While Manning is a great quarterback, he would be nothing without an offensive line keeping him from getting sacked every play.
So what’s more important than content? Promoting your content. It’s that simple (ok, promoting it takes a lot of work, but the concept is what’s simple).
You might be the best writer in the world and have written content that will cure cancer. Some might call that king, but with no promotion, no one will ever know it exists.
Maybe it’s time you stop creating so much content, and focus more on getting people to view your content.
I want to help you out, so I came up with 4 simple tips to make your content marketing more useful.
1. Cut Back The Amount Of Content You Put Out
Ok, this isn’t a one size fits all tip. Take a look at how much content you are producing. If you keep spinning your wheels creating content every single day and yet your traffic isn’t increasing, try cutting a few days of content and spend those days promoting what you’ve created. Many successful blogs publish just 1 or 2 times a week. The rest of the time the bloggers use to promote their posts.
2. Build Relationships
Once you create a post I’m sure you blast it out on all your social media channels. Most people stop right there. Start building relationships with other bloggers (in a non spammy way) so when you build some content that might interest their readers, you can contact the blogger to promote it to their fans.
3. Don’t Write Just to Write
So you have a post schedule and are needing to get one up that day. Don’t just post fluff. I’ve been terrible at this in the past and is something I’m working on. If you have nothing valuable to add, use that time promoting old posts by contacting other bloggers.
4. Social Media Shouldn’t Be Your Promotion
I’m kind of proving a point here with this, but seriously, don’t just write a killer post and tweet about it once or twice. Start thinking outside of the box on how to get others to share it for you. Social Media is a good start once you create a post, but you need to be doing more than that. Remember, your goal is to get fresh ideas to see it along with your current audience.
So go out there and create awesome content. Just make sure that you aren’t giving it the king status. Promotion is where you need to be spending more of your time once it’s created.
What do you think? Do you agree or think I’m a complete idiot? Share your comments below.