The Age Old Debate
At the most recent Hong Kong PR Network Event, the age old “Content is King” saying was once again repeated and questioned.
If you don’t know about this debate, you probably don’t work in the communications industry. Here’s a quick background summary: “Content is King” is a phrase coined by Bill Gates in 1996 after he published an article where he claimed that the Internet would generate the bulk of its income through content sites rather than e-commerce sites. Fast forward 15 years and here we are, with the growing importance and influence of social media we find ourselves using this expression frequently - debating whether Mr. Gates was right, or whether we should be focusing on measurement, strategy, sharing etc. The list of arguments is endless.
I do not wish to argue that Bill wasn’t right. He was. Reading this article is content created by Racepoint Group Asia to spark debate and encourage sharing. That is why people write blogs. But saying “Content is King” ignores other crucial components.
“If content is King then conversation is Queen,” is an expression that I rather like. The romantic idea that one cannot function without the other and both are equally as important is an ideological view on the debate. Content without conversation is useless. As much as I enjoy writing these blogs, I write them and encourage my colleagues to write in the hope that they will be shared amongst like-minded people. I’d think I was doing my job correctly if someone said my theory was completely wrong!
Consider this my two pennies worth in the “Content is King” debate. Whether you work in public relations, marketing, or advertising, social media is becoming an increasingly significant medium for communicators. Hours are spent brainstorming content ideas to share on social media platforms, but ultimately you have to create content that will be shared, discussed and make conversation. How do you know what are the most shared topics on Facebook/Twitter/Weibo? You research and measure.
There is no need to enter into the chicken and the egg argument because if you work in the industry you understand that Measurement, Content and Conversation are central to creating popular and influential social networking sites, marketing campaigns and PR initiatives.
The best thing about social media, is that in 12 months time, this theory will be irrelevant. In a medium that is constantly evolving, the key factors will change. Nonetheless, Bill Gates got it right. Next December, I’m certain that we will still be debating whether “Content is King” but I will have devised a whole new theory.
- Charlotte
