In the marketing industry, “content is king” is a popular cliché.
The phrase is widely associated with Bill Gates in a blog he wrote nearly 20 years ago. Today, his messages seem prophetic, among them: “Content is where I expect most of the real money will be made on the Internet…” (see Netflix) and “No company is too small to participate” (see the millions of small businesses with a Wordpress blog).
“Content” is shorthand for the engaging parts of your web presence—the blogs, photos, and videos, for example—that intend to connect with audiences rather than convert, or sell. And while some think of content purely through the prism of search engine optimization, a proper content strategy holistically considers the entirety of the user experience (another cliché) from the search query through the on-site conversion.
In other words, getting people to your site is the first step, but they also need to find what they’re looking for, have a fulfilling visit, and eventually buy something from you.