Monthly Archive: August 2014

Content Is King, But Is The King A Benevolent Ruler?

We’ve all heard the phrase “Content is King” too many times for it to actually mean much. There are too many questions left unanswered. King of which court? Who is the Queen? How do the subjects feel about content? And so on.

Ross Simmonds makes a great point in the following slide deck. He says content alone does not get the job done. You need high quality content plus high quality distribution to make a substantial impact.

Mid-way through the deck, Simmonds make the point that one ought to spend twice the amount of time promoting one’s blog post, as one does creating it. Is this good advice or bad advice? I do not want to be quick to judge, but I can report that in over a decade of writing blog posts, I have not followed this formula and have still managed to do pretty well by my blogging efforts here, and on

Would I be even more well known in my industry, and therefore more prosperous, if I were to apply the above rule of thumb and spend several hours promoting this post and every new post I make? Perhaps, but I am far from convinced it is a wise investment of my time. Thought leadership and influencer marketing have a role to play in my work, but how large of a role?

Here’s another question to ask: How important is inbound marketing to your business?

Compelling content can create leads and it can generate favorable e-commerce results. But it’s not a one-size-fits-all proposition. For instance, when looking to hire an agency, or a content provider as the case may be, it is not as simple as buying a t-shirt—the qualifying process is a nuanced dance that takes places over days, weeks and months. My point is I want inbound leads like everyone else, but I know I can’t rely too heavily on this one new business channel. Therefore, I am comfortable letting the content I create speak for itself to a large degree.

The web of marketing advice is a sea of self-assured proclamations. It’s good to look for new points of view, just as it is essential to know what business you are actually in and how to go about growing it. With limited time in the day, small business operators need to focus on the most productive means to more revenue. In some cases, the time spent promoting a blog post might be better spent fine tuning one’s Google Adwords campaign, or Twitter Ads campaign. Or the time might be better spent meeting potential clients in person.

If/when you need help understanding which marketing methods are best for your particular business, I’m happy to discuss it with you.