Content is Not King; The Power Has Changed Hands

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  • Content Management
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    Key Points

    • Relying on a blog that just provides content is not a smart strategy anymore.
    • There are thousands of other blogs out there, it's your responsibility to make your blog stand out from them.
    • Focusing on content isn't always the best way to stand out believe it or not. There are other things to worry about that have more relevance.

    Summary

    The king we all once knew and embraced has been dethroned. No longer is content king, but a new, very often overlooked aspect of blogging success.

    Want to know who to bow down to? Read the article above, and let us know who you believe should stay in power.

    Close

by Spyros Panagiotopoulos

You have probably been hearing that a lot since you started your blogging career. Constantly bombarded with the phrase “Content is king.” While there is indeed some truth behind this, things have changed a lot nowadays and content is just a small portion of the things that you need to do in order to get your blog going.

Spyros Panagiotopoulos believes that content no longer has the high value it once had. So, what does he believe has gained a larger importance? Continue reading…

Some years ago, just creating content was enough. You were indexed well pretty fast and you had a good chance of reaching success. However, things have changed a whole lot. Millions of people create new content everyday.

This means that if you only rely on creating new content, you are just another brick in the wall. You need to escape the content notion and focus on something far more essential.

Content Still Bears Royalty

Of course, content will always be important. And yes, the more content you create, the more likely it is for your blog to be better placed in search engines. Without ideas, advices and interesting writings, people will not ever visit your website. If they do, they will abandon the boat rather quickly because there is a lesser community with less content.

Content is a great way to get your visitors excited, but it is not actually a useful means of getting new people visiting. You may be creating tons and tons of content, which is a good long term strategy.

On the other hand, especially if you are in a competitive niche, it is highly likely that your ideas are already out there, being covered by other influential blogs. You write a new post and there are already a hundred other posts, explaining the same things. So, can you really do anything about it?

Enter: The New King

All hail the new king with the odd name, Marketing. Stop writing on your blog for a little while. I know that sounds crazy, and I know that deep down inside you are craving to write. You are supposed to write to your blog, it’s what you love to do.

But let’s be sincere. This will not get you as far as you can as quick as you want.

Instead, start creating a plan on finding visitors that are interested in your niche. Once you finish writing a post, think to yourself: “Would it be a good idea to offer it as a guest post?”

Even if you decide to keep the article, you still need to go about promoting it; spreading the word about it. But direct your marketing to the people who would actually care to read it. If you are writing a blog about cars, it would make no sense to promote your posts to a network of people who are fond of bicycles. Always target your audience.

Make no mistake, marketing is really an essential blogging ingredient. After all, you are living on a huge network of people; the world wide web. You just need to find the right part of this giant network.

Of course, the web is not a market by itself. However, there are millions of markets which lie inside of it. Your blog is already targetting one of those, but you are not the only one.

Unlucky for you, when you are not the only one providing solutions, you have to let people know that you are there and that you are the best. The idea is that I have to visit you. If I don’t know about your existence, you are just invisible to me. I’m already visiting other blogs in your niche.

It’s not not because they are better than yours, but because I happen to know they exist. That is the secret to a long reign, being there to deliver the content.

When you market, make sure that you are doing the things that must be done and are widely known to work better. For example, guest posting is an incredibly versatile way of getting more people to view your articles and actually builds a long term value for your blog.

Are You Loyal to the New King?

Many of you won’t be willing to show loyalty to this new king. You may be stuck on the old king. Why wouldn’t you be willing to do this? I’m all ears for your thoughts and agreements/disagreements.

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Antti Kokkonen May 20, 2010 at 12:36 am

‘content’ is not just what one puts in their own blog. Guest posts are not content? Huh? EVERYTHING one puts ANYWHERE, is content. Free and paid. When done right, content is marketing and vice versa.

And without content, you don’t have anything to show to anyone, without customers/traffic/visitors you don’t have anyone to show/sell that content to. Thus, content alone does not do anything, marketing alone does not do anything.

As a side note, a king does not do anything, alone or not, he just is. Alone he’s completely worthless, with help it looks like he’s doing something, but in reality others are doing everything. Is content like that? Is marketing like that?
.-= Antti Kokkonen´s last blog ..You are losing money with your slow blog! (and how to fix it) =-.

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Murlu May 20, 2010 at 12:43 am

Yes, yes, yes, finally someone else is saying how it actually is.

I firmly believe that great content is absolutely essential to have on your blog but you should also be focusing your efforts toward marketing.

Ever since I thought of my blog as a business, I’ve been going about it with a completely different mindset. Allow me to explain the parallels.

A blog as a business, a business as a blog.

1. A business has products and services. Likewise, a blog has products called content.

2. A business must market itself, else it doesn’t receive leads for sales. Likewise, a blog without visitors is one which cannot deliver it’s products (content).

Business really depends on two things:
A. Having a great product
2. Marketing the product

You may have written a 10,000 word post, the most extensive and well written piece anyone has ever seen but if people don’t hear about it, it won’t be read.

This is why you need to have a marketing plan as part of your blog content plan. Assess which forms of marketing you plan to use: social media, advertising, offline, networking? Integrate your marketing plan so it directly compliments the content of your blog so when you do hit the publish button, you can easily send it out across the wire for people to discover and read it.

As Seth Godin so aptly puts it, you need your purple cow. You need to be remarkable at what you do so when people do discover your blog, they’ll be blow away by it. Marketing helps to ensure it happens.
.-= Murlu´s last blog ..Time Management For Successful Bloggers =-.

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shiho May 20, 2010 at 3:20 am

Yes, “stand from the crowd” makes your blog be visible from many, many other blogs, which are in the same niche.

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Rajeel May 20, 2010 at 9:57 am

Ya that’s the method. Even an autoblog can get tons of visitors if it is tweeted or shared by one celebrity.

Content is just a rubber stamp, Marketing is the king.

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Spyros May 20, 2010 at 3:50 pm

Exactly guys, the product is just the needed thing, but not that important really. It is nice that you have a good product, but what is even better is having a network where this can be promoted.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Tushar May 23, 2010 at 3:12 am

i have always believed that content stands much above than the rest..of course promotion is necessary but content is the most important..but your post has forced me to change my mindset….
of late, i have started more guest posting but somewhere i am skeptical that giving one of your best post to some other blogs is the best idea or not….
.-= Tushar´s last blog ..Higher Visits = Higher Popularity!!!! Not Always Dude…. =-.

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Spyros May 20, 2010 at 3:07 am

Murlu, these words could easily come out of my mouth, very well said.

And yes, Seth Godin says it greatly, we all need a purple cow, a way to be different and not transparent to others. That is the real challenge and blogging is just a means to face it.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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shiho May 20, 2010 at 3:17 am

I totally agreed with Spyros
Marketing is not just only spreading your post around the world but also branding yourself. Sometimes people don’t read your blog because they don’t really know who you are, they don’t know whether to trust you or not, so, instead of reading your blog, they read another blog, which is more well-known. Beside that, nowadays, blog is not only writing content but also building an community, connecting with social media.

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Spyros May 20, 2010 at 3:53 pm

Well said. Actually, marketing your blog is about marketing yourself as well. It is what you claim to be that people will think you of. Remember that. You are the best marketer of yourself. If you say that you make the best ice cream ever, there is no reason why i wouldn’t believe that. In fact, i would want to and if you provide some logical proof, i may as well do (even though you actually don’t, but marketing is sort of lying a bit also, isn’t it ? – Seth Godin)
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Ponnen May 20, 2010 at 4:41 am

actually yeah, promotion in social media sites can sometimes give much more traffic than search engine opt.
.-= Ponnen´s last blog ..???????? ? ??????????????? ?????? ?????????? =-.

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Spyros May 20, 2010 at 3:54 pm

Especially if you are in a very competitive niche, like the one blogussion (and my blog) is about.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Dev | Technshare May 20, 2010 at 6:04 am

Hey Spyros,
Dude..dude.. Well Said. Awesome Post. We should also do other things like Guest Posting, blog commenting, connecting with social media.
“All hail the new king with the odd name, Mar­ket­ing. Stop writ­ing on your blog for a lit­tle while.” That sounds amazing instead of crazy :D !!
Thanks for sharing this great Post.
.-= Dev | Technshare´s last blog ..Interview With Marko Saric From Howtomakemyblog =-.

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Spyros May 20, 2010 at 3:58 pm

Thank you man (and btw you have a very nice blog i read it often, hope you’ll me the chance to guest post sometime).

I really believe what i’m writing in this post and i’ve actually faced some of these facts. Promotion is really important guys. When you are between lots of people, you have to be noticeable, if you want to prosper.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Adam Pieniazek May 20, 2010 at 9:47 am

I’ll take the Devil’s Advocate role. While marketing is critical, it’s not the King. People come to your site to see the King. They hear about him from the court jester, who spends time outside entertaining and encouraging visitors to the King.

Having great marketing without great content doesn’t get you too far. Having great content without great marketing will get you some visitors. Having both is ideal, but if I had to pick I’d take great content over great marketing.
.-= Adam Pieniazek´s last blog ..Wordpress 2.9 Timezone and Scheduled Posts Missed Fixes =-.

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Spyros May 20, 2010 at 2:48 pm

I disagree Adam. I think that mediocre content will do just fine if you market it well. Awesome content is everywhere, awesome marketing is scarce.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Dan | wpBlast May 20, 2010 at 1:52 pm

I agree, along with continuously writing great content, you must market the hell out of that content.

Nice post!
.-= Dan | wpBlast´s last blog ..Sites Powered by WordPress #3 =-.

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Gautam Hans @ Blog Godown May 20, 2010 at 2:30 pm

I think both the kings are equally necessary. The thing is: if you do all the marketing right and if your content is not upto the mark, then you cannot expect it to rise in the social media circuit.

You need something valuable that you think needs sharing and you will market it to get the eyeballs.

Just my opinion :)
.-= Gautam Hans @ Blog Godown´s last blog ..5 Ways to Decide on How Many Posts to Write! =-.

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Spyros May 20, 2010 at 4:03 pm

Hey Gautam (thanx again for allowing me to guest post in your blog btw :D )

Indeed, you need something valuable to share, but isn’t everything valuable for some people ? I mean, it is very difficult to write something that has no value for anyone. The difficult thing is finding those people that can get value out of what you write.

If I write about how turtles must be fed, there is no value for you. However, that content will always be valuable to some. This is why i believe that creating content is just a process.

But marketing content is the king who instructs that process.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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ZK @ Web Marketing Blog May 25, 2010 at 6:06 am

What if you write about how to fed turtle and that posts of yours are really crap. But you market it very well and people do come … you see high rise in your traffic for few days or for few weeks but after reading that post they will not come again …

So if second time also you market your blog very well than you will see a down trend in your traffic.

Friend just keep one thing in your mind … content is the first step and marketing is the second step. If you want to skip first step than you will fall.
.-= ZK @ Web Marketing Blog´s last blog ..Get FREE Wordpress Premium Themes with Income Blogging Guide Membership Course =-.

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Spyros May 25, 2010 at 7:06 pm

Really bad arguments.
Did i ever say that you if you have no content you can market your way to success ?

Yes, content is the first step and marketing comes second. Does that mean anything ? The thing is what is the most important of them. And the most important of them, provided that you have both is marketing, to my opinion. And who we be insane enough to write about turtles without knowing anything ? Jesus. Get real.

And attacking me above by saying that i don’t know basic stuff is a really futile method to support your bad examples. It is a good convincing method for people that do not really understand what much about what they read. Thankfully, blogussion readers are much better than those cheap tricks.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Julius May 20, 2010 at 4:46 pm

Yes I agree that content is a part of blogging, but it is still a very huge part.

I also believe that it is a good idea to tap the consumer groups that don’t specifically focus on your niche. These people may realize that they need you if you show them how relevant and useful your product or service is.
.-= Julius´s last blog ..The Challenges of Internet Users with Low or limited Vision =-.

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Thomas Griffin May 20, 2010 at 8:49 pm

You’ve gotta be able to market your stuff. There has been (and still is) a huge shift towards marketing in the past few years (4 or so) over and against the illustrious content. Why? Because we have content out our ears. No longer is it important to just have good content..you absolutely have to find ways to make it appear before everyone else’s content does. You have to be the trendsetter. To be honest, if you stink at marketing, you aren’t going to have much success with your blog (or business for that matter). American consumerism is fueling marketing with a passion. You have to be able to market your stuff.

The catch-22 is that you can’t market crap. Wanna know why Chik-fil-A is growing so quickly? They are extremely good marketers with extremely high quality. It’s what Americans want. Excellent marketing + excellent content = success.
.-= Thomas Griffin´s last blog ..Why You Need the WordPress Thesis Theme for Your Blog =-.

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Spyros May 20, 2010 at 9:40 pm

Indeed, you need to have something to market and this is why content will always be important. However, what i think is that mediocre content and super marketing can get you great results, while great content and mediocre marketing is simply not good enough.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Colleen May 20, 2010 at 10:54 pm

I can see your point Spyros. We are finding that folks need to find our content through Facebook or Twitter, which essentially form of marketing you are advocating. I suspect Google is factoring into their algorithm the folks coming to your blog and how long they are staying there, and none of which will happen unless marketing is done on top of good content.
.-= Colleen´s last blog ..Tri Cities Washington Cold Winter Nights Makes For Abundant Springtime Babies =-.

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Spyros May 21, 2010 at 12:45 am

Definately, these are factors that count towards website classification and google takes them into account for sure.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Andreas@Blog Advertising May 20, 2010 at 11:32 pm

Content is still valuable but with the vast amount of information posted on the content every second, you have to post an article of nobel prize proportions to get any links back.
This is why marketing increases in importance.

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Alan Graner May 21, 2010 at 1:57 am

Wrong! Wrong! Wrong!

You’ve got it backwards, Spyros. Blogging is a part of marketing, not vice versa.

Marketing is all about analyzing the marketplace, then determining the right message for the right audience using the right communications channel(s). A blog is only one possibility. A feature article, a case study, an ad, a video or a direct mail piece might be even better.

If the marketing is done correctly, none of the problems you mention should come to pass. If they do, your marketing sucks.

So who’s the real “king?” Sales! No sales = no company and the rest becomes moot. That’s why marketing was invented 10,000 years ago.

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Spyros May 21, 2010 at 2:39 am

You’re going too fast. In the same manner, Sales is not the king, Money is the king. If i have money i don’t need to sell anyway. But we are talking about how to reach the point of making sales. So, you actually didn’t understand correctly.

And of course blogging is not part of marketing. If that was the case, everybody would create a book and go best seller. Totally not the case. Written words alone mean nothing for promotion, nothing at all.

Marketing is the action of promotion a product or service to a specific group of people. This article speaks about blogging, not about using a blog as a communications platform, you’re talking about a completely different business model that does not apply here.

If you are not into some other business and you wish to create one with your blog, your blog is then not a marketing tool, but rather the actual product that you need to market. That is why your approach is irrelevant.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Alan Graner May 21, 2010 at 3:02 pm

I write a blog and understand it’s dynamics. I’ve also been involved with marketing communications for 30 years, so trust me when I say blogging in and of itself is just writing. Anything beyond that is marketing.

Marketing is much more than just promotion. It’s analyzing markets, products, services, audiences, competitors, channels. It’s understanding the economic environment. It’s devising effective strategies and tactics, managing the campaign to bring about the desired results and then analyzing the results.

Again I state blogging is just another communications channel, and all channels are a part of marketing. You can have marketing without blogs, but you can’t have blogs without marketing. Otherwise you could write the world’s greatest blog and no one would know it exists.

I also agree with Andy that the world’s best marketing can’t overcome poor content.

Look, ultimately it’s all interconnected. Each link must be effective or the chain breaks.

Finally, money isn’t king because it’s inert. It’s a noun. Sales (and marketing) transforms goods and services into money. It’s a verb.

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Andy May 21, 2010 at 3:19 am

How depressing, advocating that mediocre content is OK if it is marketed well. If I told a million people a pack of rubbish about my trade, a million people would tune out. I think people need to take a deep breath and realise that the economy and the system is in the toilet because more and more people live in ivory towers creating paper money and fewer and fewer people are actually making anything of real value. All this obsession with writing writing writing about how to write about writing. If you want to stand out, and contribute something meaningful to sustain the economy, rather than spiral it down into the ashes, make or do something that creates real wealth, then write about that.
.-= Andy´s last blog ..What is the deal with recycled paint? =-.

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Spyros May 21, 2010 at 3:33 am

I agree, but doing something really good is still not the problem. The problem is getting people to know about it. And i’m sorry, i don’t say that i like the matter about mediocre content. But it is a fact whether we like it or no. As long as it gets marketed well, it will stand out.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Keith May 21, 2010 at 9:12 pm

Without good content then marketing is just wasted time, period. What are you going to market if you can’t convert?
.-= Keith´s last blog ..Projects Update =-.

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Spyros May 22, 2010 at 12:05 am

Marketing is what really makes content look bad or good, it’s sad, but this is the truth.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Keith May 22, 2010 at 7:16 am

I couldn’t reply to your statement below because the threaded comments wont go deep enough.

Marketing doesn’t make the content look good, the content makes the content look good. The marketing is how you get the eyeballs, the content is how you convert them to a sale.
.-= Keith´s last blog ..Projects Update =-.

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ZK @ Web Marketing Blog May 25, 2010 at 6:01 am

Seems to me that Author have lack of basic knowledge.

If you have Gun but does not have bullet than will you able to shoot any one or vice versa.

So both things are complimentary to each other and if you mixx them perfectly than only you will be able to see the maximum result.
.-= ZK @ Web Marketing Blog´s last blog ..Get FREE Wordpress Premium Themes with Income Blogging Guide Membership Course =-.

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paul | entertainment tonight May 21, 2010 at 3:53 am

For me content is still the King. I think that marketing should be treated a a necessity since it can produce some traffic to your site but without content, how could you entice visitors to come into your site.
.-= paul | entertainment tonight´s last blog ..Willie Revillame got a letter for the ABS-CBN management =-.

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Spyros May 21, 2010 at 4:07 am

I believe the opposite. Without marketing, content is just of no use.

Moreover, content can be created easily while marketing needs time, resources, knowledge and money.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Dana @ Blogging Tips Blog May 21, 2010 at 5:21 am

As always, my question for this kind blog post is what do you market if you do not have great content?
.-= Dana @ Blogging Tips Blog´s last blog ..4 Steps How To Write A Long Blog Post Easily =-.

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Rob Rammuny May 21, 2010 at 3:52 pm

We have the same mindset man, what’s the point of even marketing it if your content is shit? You’re simply wasting your time.

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Spyros May 21, 2010 at 4:17 pm

So i guess twitter went viral because of its awesome content right ?
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Keith May 21, 2010 at 8:58 pm

Twitter is not a blog, they don’t need content. And they certainly didn’t have ANY marketing, I was there when it started. Word of mouth is what made Twitter. Bad example….
.-= Keith´s last blog ..Join us for #xtremesocial =-.

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Seth Waite May 21, 2010 at 9:02 pm

Now you are mixing apples and oranges. Twitter has a unique product that allows for communication, it is not a blog which is what we are talking about. Twitter’s content is the whole reason for it’s existence though. People care what content is being published. Thus content is still king.

This argument is a chicken or egg debate. There are two perspectives and neither side is actually talking about the same thing in the same context. Context is why content supporters and marketing supporters don’t agree.

Thus context is king! J/k

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Dana @ Blogging Tips Blog May 22, 2010 at 12:22 am

Sorry for being late. :)

I do not know about you but for me, I retweet because I think the content is great, and I read the twitter content and click the link in it if I think it is great for me. You see, I still see the content.
.-= Dana @ Blogging Tips Blog´s last blog ..4 Steps How To Write A Long Blog Post Easily =-.

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Rob Rammuny May 21, 2010 at 3:52 pm

I read through the post and the comments now I think it’s time to add my input in here. I have to disagree that content is not king. If you lay out everything on a blog the content is the most important thing. If your content is shit I don’t care if you paid $1,000,000 in advertising on every blog in your niche to gain millions of visitors. You wouldn’t keep them, why, because your content is shit.

Yes; I believe content is not going to make a successful blog, but I believe that content is the most important part in order to having a chance to keep people on your blog.

Another thing that sparked my nerve was this

Stop writ­ing on your blog for a lit­tle while.

Why do we need to stop writing? I read further and you said write guest posts instead or create a strategy. But how come we can’t do both?

Continue writing regular content on your blog and also write some guest posts. If you stop writing content on your blog and resort to guest posts for awhile instead your sending new readers to a graveyard of old posts. Instead if you make the balance of both guest posting and regular writing on your blog. That way your sending your new readers to fresh content on your blog.

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Spyros May 21, 2010 at 4:28 pm

You misunderstood. Read the post again. I never said that content is not important at all. I say that marketing is much more important than content. And i merely believe that.

And when i say to stop writing for your blog, this is actually used as an emphasis, it’s not literal, duh.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Rob Rammuny May 21, 2010 at 7:57 pm

I’m not a dumb-ass I understood your post. And you just backed up everything I thought saying “marketing is much more important than content” and as I said in my above comment, I think that’s a stupid approach to take. Because… if you’re content is crap who gives a fuck how much you promote it? Nobody will read it because it’s crap.

Maybe if you added a section talking about content & marketing together is king, I would be more understanding and probably even agree a tad.

And I know you didn’t say “stop writing” permanently.. If you followed my comment correctly you would see it was corresponding to the comment I quoted from your post… So “stop writing” meaning “stop writing for a little while” do I have to break down everything in a comment nowadays?

To clarify since it’s been misunderstood.. There is no need to stop blogging “for a little while” (Note the thing I put in quotes “little while”) when you can easily balance both. And have better results… DUH!

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Spyros May 22, 2010 at 12:03 am

Anyway, whatever, this can go on without any real reason. Everybody has their own ideas.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Dave Doolin May 22, 2010 at 10:48 pm

“You misunderstood. Read the post again.”

Typical computer scientist: blame the user.

Look, it’s like this: the onus is on the writer, not the reader. That’s whole premise of your article, marketing. If a reader doesn’t “get” what you wrote, here’s a clue: not the reader’s problem. It’s bad marekting. It’s bad selling with words. In fact, it’s not selling with words at all.

Bad content with great marketing gets one shot at my wallet. Just one.
.-= Dave Doolin´s last blog ..The Queen of GPO Speaks – violetminded Spills It =-.

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Spyros May 22, 2010 at 10:59 pm

Or it’s just that the reader skimmed through the text and didn’t actually understand what i write. Like in this case.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Dennis Edell @ Direct Sales Marketing May 21, 2010 at 5:47 pm

Here we go again, lol.

Content/Marketing has got to be the best/worst example of the chicken and the egg…..it’s 50/50 all the way.
.-= Dennis Edell @ Direct Sales Marketing´s last blog ..Aweber Affiliate Link Contest! – This Is It!! =-.

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Seth Waite May 21, 2010 at 9:06 pm

Haha I just said the same thing above! Great minds agree.

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Dave Doolin May 22, 2010 at 10:50 pm

Yep. 50/50.
.-= Dave Doolin´s last blog ..The Queen of GPO Speaks – violetminded Spills It =-.

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Keith May 21, 2010 at 9:10 pm

Mostly, my content is marketing, so this argument makes no sense to me….

Marketing is not the king, I don’t really think there is a king. Rather the king is having the right combination of content, marketing, and promotion/networking.

So, my claim would be that “balance” is the King.
.-= Keith´s last blog ..Will You Be Deleting Facebook? =-.

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Onibalusi Bamidele May 22, 2010 at 7:13 am

Really great post,

If I will ask, will you tell me Darren has the best content on the web? CAPITAL NO! Viperchill beats Darrens post (IMO). Darren is very good at marketing. Marketing is way more than content, just that content will determine your future. I will rather have a mix of both.

Thanks a lot for the great post,
-Onibalusi

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Onibalusi Bamidele May 22, 2010 at 7:14 am

I made a mistake, I linked to my blog instead of viperchill. It is http://www.viperchill.com

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Noah Rainey May 22, 2010 at 11:57 am

You can not stop writing on your blog! The trick is to keep writing quality content because it’s king along with originality and marketing.
.-= Noah Rainey´s last blog ..5 High Paying Commsion Affiliates =-.

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Internet Business May 22, 2010 at 12:01 pm

I always thought marketing comes first. One reason I think so is because I see many people writing high quality content, but no one visits them. The so called gurus take the readers away with lower quality contents and false sales pitches. Now a days other than problogger and viperchill I find many blogs just becoming a place to promote affiliate products or their own products.

It’s not very easy to market your website unless you have cash in your account. Even start up websites are so demanding when it comes to guest posts and bloggers now very rarely link to other bloggers.

If we use other methods to build links, google penalizes us for artificial link building. It is, as if no more hope exists for bloggers or starters
.-= Internet Business´s last blog ..Blog =-.

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Seth W May 22, 2010 at 12:10 pm

I actually don’t see that much high quality content on the web. I think high quality content is much more scarce then we often think.

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Keith May 22, 2010 at 4:47 pm

Such a gloomy response “no hope exists”?

I am glad I didn’t think that way when I started 2 years ago, and I now enjoy the freedom of working as an internet marketer and blogger full time. Hope always exists.

As far as the rest of your comment, I guess I feel the same for it as well. There are always going to be bad apples in any industry, but I find many that are actually trying to help others, and are putting better and better products on the market to do so.

The bar has been raised, not lowered. One has to keep up, or fall out of the race….
.-= Keith´s last blog ..The King Is Balance =-.

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Peter J May 23, 2010 at 9:05 am

Theres always hope for bloggers… I hope… lol

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chandan May 22, 2010 at 3:02 pm

Very interesting discussion going here. Ya although people say that content is king, but main point is how you write content and what you give your visitors by your content. Usually “Content is king” phrases is used for SEO purpose as search engine like fresh content, but for marketing purpose the content will work which is nicely written for visitors.
.-= chandan´s last blog ..Basic blogging tips for new blogger =-.

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SmilesDoc May 22, 2010 at 5:27 pm

Keith nailed it. Balance is essential. Yet, balance isn’t THE king.

There is one secret King to rule them all… One that delivers constant contribution, steadily builds influence and ultimately rules the land. People like Seth Godin have oodles of it.

It’s leadership. That’s the essence of effective marketing.
.-= SmilesDoc´s last blog ..The Lost Starfish and Saving Broken Smiles =-.

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Russ@Concert Posters May 22, 2010 at 6:29 pm

Interesting thoughts in the comments here.

Wouldn’t it be great if you could just put up great content and let the marketing and seo take care of themselves?

I know, I’m living in a fantasy world.

Cheers!
.-= Russ@Concert Posters´s last blog ..Emilie Autumn Poster – Asylum Concert Tour =-.

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Rob Rammuny May 22, 2010 at 8:11 pm

Russ, one thing I believe in and I can back up with proof is that good content market’s itself. When people see good content, they are going to share (some will).

For example… If I read an article, I like it, I’ll tweet it. Some of my followers see it, read it and tweet it to. That’s marketing all from good content.

You want to talk about SEO? If your article is being shared a lot through social media etc… Search engines will pick up and rank it.

That’s why we need to stop focusing and thinking “marketing” is more important than good content, when it simply isn’t.

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Spyros May 22, 2010 at 8:23 pm

Yes when people see good content they are going to share it.

The problem is :

How are they going to reach that content ?

Marketing is indeed much more important than good content (which is everywhere around us, waiting to be somehow spotted).
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Spyros May 22, 2010 at 8:19 pm

Would be awesome, but it’s only happening in some parallel universe :P
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Idrees Patel May 23, 2010 at 4:03 am

After having read all the comments, it seems there is a lot of controversy regarding which is king, content or marketing. For me, I agree with other commentators: it’s a 50/50 balance. For that reason, the masters over at Copyblogger wrote a series called Content Marketing to solve the confusion once and for all. I read that series some time before and it all became very clear to me. Content is not king. But marketing is not king either. Why do we have to have kings in the first place? It’s a democracy now. All things matter, even little details. Let context rule.
.-= Idrees Patel´s last blog ..Tips and Tricks to Improve Your Creative Writing =-.

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ZK @ Web Marketing Blog May 23, 2010 at 5:53 am

Aaahh … a good product and good marketing always go hand to hand.

If you have good product and your marketing suck than your product will flop or not reach to the maximum.

If you have good marketing but your product suck than your product will reach to good numbers but after that it flop and never survive.

So in nutshell a good product and good marketing create awesome product.
.-= ZK @ Web Marketing Blog´s last blog ..How Important Is Optimizing the Content On Your Corporate Blog? =-.

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Joe Boyle May 23, 2010 at 8:03 am

I think content and marketing have equal value. You can’t have one without the other -

If you don’t have content, you have nothing to market.
If you don’t market, you may well not be writing content.

So, instead of saying one is king, say they’re both the servants – the people who keep the king – you’re ultimate dream – going.

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ZK @ Web Marketing Blog May 24, 2010 at 1:09 am

Yes that what I also said in my above comments.
.-= ZK @ Web Marketing Blog´s last blog ..How Important Is Optimizing the Content On Your Corporate Blog? =-.

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Nabeel @ Create Your First Website May 23, 2010 at 11:21 am

Beautiful post! I agree with Spyros. ‘Content is king’ is mentioned by everyone, but you have finally come forward and said the truth.

I agree Spyros: With so many/countless blogs cropping up day by day, each with the same type of articles/content it has become necessary to go out and focus on marketing as you mentioned

I have now seen quite a lot of websites/blogs/mentors/gurus advising/instructing to do guest blogging. A lot of emphasis is being given to guest blogging. And I agree, it is really powerful.

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mkakan May 24, 2010 at 8:45 am

content is king depends on what your content is for…if you main purpose is to make money with your blog,then marketing is king..and for blogs,your marketing will come with your blog posts content which at the end means ,your blog post content(your marketing) is king…
it boils down to the purpose of your blog and the content of your post…
.-= mkakan´s last blog ..blog post Ideas 1: “How to” Posts =-.

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Haris May 24, 2010 at 12:28 pm

Great post Sypros, however I disagree with you.

Think about it like this.. If your content is not unique, and is just plain shit.. who would want to stay and read?

Marketing, of course, it’s necessary in order to get some attention for your blog, however I think that everything is balanced.
.-= Haris´s last blog ..Making a Strong Relationship With Your Readers! =-.

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Spyros May 24, 2010 at 12:46 pm

Hey Haris, thank you for your comment.

The problem with the content approach is that in order to get people to judge your content, you first have to get them to read your content. And trust me, if you get them to read your content, they will like it. Because out of 10 bloggers who are seriously interested in blogging, 9 write great stuff, but never get the publicity.

My opinion is that balance is for mediocre bloggers. To be successful you have to break out of the balance that everybody tries to follow.

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ZK @ Web Marketing Blog May 26, 2010 at 2:19 am

We do not understand why you are trying to prove that thing which is not possible for long term.

If you will see in comments section than maximum people not agree with you.

So my friend, be real and be practical.

And you should know how to accept and handle the criticism.
.-= ZK @ Web Marketing Blog´s last blog ..Get FREE Wordpress Premium Themes with Income Blogging Guide Membership Course =-.

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Spyros May 26, 2010 at 4:18 pm

I do not have a problem with criticism but saying that i’m ignorant does not honor you. This is not constructive criticism, it’s just being mean and having no arguments, when you attack somebody.

Actually, that is just another random argument that you make that most people do not agree with me. If you really bothered to read the comments and not say random stuff, you would see that most people tend to follow the balanced approach, not mine and not yours.

So, don’t make random assumptions just to prove a point. And your criticizing means that i cannot criticize you ? I accept it when you say that i’m ignorant, but you can’t force me not to feel the exact same thing for you in my part of criticism for what you write.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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Alan Graner May 26, 2010 at 8:03 pm

Hey Spyros, there’s nothing wrong with being ignorant. We all are. It’s stupidity that can be cured.

For a more detailed explanation I suggest you read “The joy of ignorance. Seriously.”
http://dsprel.wordpress.com/2010/04/29/the-joy-of-ignorance-seriously/

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Spyros May 26, 2010 at 9:58 pm

Cannot argue with that, after all, you know better.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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ZK @ Web Marketing Blog May 27, 2010 at 1:02 am

If you will read my comments than you will realise that I am also telling you for balanced act but to make it perfect balanced content come first and after that marketing.

Accept it.
.-= ZK @ Web Marketing Blog´s last blog ..Get FREE Wordpress Premium Themes with Income Blogging Guide Membership Course =-.

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Spyros May 27, 2010 at 4:48 pm

Your Words :

——
Friend just keep one thing in your mind … content is the first step and marketing is the second step. If you want to skip first step than you will fall.
——

This is like content comes first in your opinion. This is so not the definition of balance, your words cannot be more clear.

But that is just your opinion which i seriously disagree about.

Accept it.
.-= Spyros´s last blog ..Why You Need to Have a Story That Everybody Wants to Hear About =-.

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ZK @ Web Marketing Blog May 29, 2010 at 12:41 am

What can I say you … have you ever tried to balance yourself on anything like rail track or anything.

On rail track when you want to balance, you put your first strong leg and after that your second lens. But however you manage to balance.

So here also your first strong leg is your content and after that marketing.

Got my point ?
.-= ZK @ Web Marketing Blog´s last blog ..Keyword Country: All-in-one Internet Marketing Tool to drive traffic to your website =-.

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ardianzzz May 27, 2010 at 10:03 pm

yeah, content is not a king, blog quality is the king.

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Jasmine Henry from System Fail News May 29, 2010 at 10:57 pm

In my head I think that content is still King. Marketing does come into the equation but without the content there in the first place we wouldn’t have anything to market. Writing and blogging is very different from what it use to be, now that marketing is here and is very much at the forefront of everybody’s minds but content is still the most important. If you ask me, it’s like this ; Content is King, the Queen is word of mouth, and their children, the Prince & Princess are SEO and then, of course, the jesters are social media!
.-= Jasmine Henry from System Fail News´s last blog ..5 Big Changes in Little Big Planet 2 =-.

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Aaron Darko June 1, 2010 at 3:16 pm

Content is no longer king, Content is CASH – Eben Pagan.

Its all about creating that killer content because it can go viral without you doing anything.

I think that if you go all out to produce quality content you wont need to be a shit hot marketer because word of mouth is the most powerful form of marketing

I just interviewed Neil Patel and that is VERY content rich!
.-= Aaron Darko´s last blog ..Neil Patel Interview – The 25 Year Old Computer Geek Who Builds BIG Businesses =-.

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Spyros June 1, 2010 at 4:20 pm

While that can be true, it’s much easier said than done. Especially when we are talking about lucrative niches where pretty much everything has been covered.
.-= Spyros´s last blog ..The 7 Ultimate Resources on Creating Your Own Wordpress Theme =-.

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Denver website designer November 19, 2010 at 1:36 am

Ya i also agree with the post that content is really not king a whole writing technique is matter when it comes to writing content. sub is matter a little but the way you write it is matter a 100 times more than the subject on which you are writing. anyways good post i loved reading it thanks for sharing.

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Jenny@ Alcohol Addiction January 24, 2011 at 3:44 am

I thought content is king because other than marketing blogger need Google support for getting batter ranking of his blog and Google give more importance to content and as per the content Google gives importance.

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