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content-is-king

Why content is king?

Content is king. Bill Gates got that spot-on back in 1996, when the internet was new and the phrase “content marketing” was just being coined. On January 3, 1996, Microsoft CEO Bill Gates wrote an essay titled “Content is King” in which he made a number of bold predictions for what the internet would look like in the future.

The original Bill Gates post retrieved from Archive.com

content-is-king

Content is King (1/3/96)

By Bill Gates

Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.

The television revolution that began half a century ago spawned a number of industries, including the manufacturing of TV sets, but the long-term winners were those who used the medium to deliver information and entertainment.

When it comes to an interactive network such as the Internet, the definition of “content” becomes very wide. For example, computer software is a form of content-an extremely important one, and the one that for Microsoft will remain by far the most important.

But the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.

One of the exciting things about the Internet is that anyone with a PC and a modem can publish whatever content they can create. In a sense, the Internet is the multimedia equivalent of the photocopier. It allows material to be duplicated at low cost, no matter the size of the audience.

The Internet also allows information to be distributed worldwide at basically zero marginal cost to the publisher. Opportunities are remarkable, and many companies are laying plans to create content for the Internet.

For example, the television network NBC and Microsoft recently agreed to enter the interactive news business together. Our companies will jointly own a cable news network, MSNBC, and an interactive news service on the Internet. NBC will maintain editorial control over the joint venture.

I expect societies will see intense competition-and ample failure as well as success-in all categories of popular content-not just software and news, but also games, entertainment, sports programming, directories, classified advertising, and on-line communities devoted to major interests.

Printed magazines have readerships that share common interests. It’s easy to imagine these communities being served by electronic online editions.

But to be successful online, a magazine can’t just take what it has in print and move it to the electronic realm. There isn’t enough depth or interactivity in print content to overcome the drawbacks of the online medium.

Content created for the internet would be just as big a moneymaker as TV

If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will. They need to have audio, and possibly video. They need an opportunity for personal involvement that goes far beyond that offered through the letters-to-the-editor pages of print magazines.

A question on many minds is how often the same company that serves an interest group in print will succeed in serving it online. Even the very future of certain printed magazines is called into question by the Internet.

For example, the Internet is already revolutionizing the exchange of specialized scientific information. Printed scientific journals tend to have small circulations, making them high-priced. University libraries are a big part of the market. It’s been an awkward, slow, expensive way to distribute information to a specialized audience, but there hasn’t been an alternative.

Now some researchers are beginning to use the Internet to publish scientific findings. The practice challenges the future of some venerable printed journals.

Over time, the breadth of information on the Internet will be enormous, which will make it compelling. Although the gold rush atmosphere today is primarily confined to the United States, I expect it to sweep the world as communications costs come down and a critical mass of localized content becomes available in different countries.

For the Internet to thrive, content providers must be paid for their work. The long-term prospects are good, but I expect a lot of disappointment in the short-term as content companies struggle to make money through advertising or subscriptions. It isn’t working yet, and it may not for some time.

So far, at least, most of the money and effort put into interactive publishing is little more than a labor of love, or an effort to help promote products sold in the non-electronic world. Often these efforts are based on the belief that over time someone will figure out how to get revenue.

In the long run, advertising is promising. An advantage of interactive advertising is that an initial message needs only to attract attention rather than convey much information. A user can click on the ad to get additional information-and an advertiser can measure whether people are doing so.

But today the amount of subscription revenue or advertising revenue realized on the Internet is near zero-maybe $20 million or $30 million in total. Advertisers are always a little reluctant about a new medium, and the Internet is certainly new and different.

Some reluctance on the part of advertisers may be justified, because many Internet users are less-than-thrilled about seeing advertising. One reason is that many advertisers use big images that take a long time to download across a telephone dial-up connection. A magazine ad takes up space too, but a reader can flip a printed page rapidly.

As connections to the Internet get faster, the annoyance of waiting for an advertisement to load will diminish and then disappear. But that’s a few years off.

Some content companies are experimenting with subscriptions, often with the lure of some free content. It’s tricky, though, because as soon as an electronic community charges a subscription, the number of people who visit the site drops dramatically, reducing the value proposition to advertisers.

A major reason paying for content doesn’t work very well yet is that it’s not practical to charge small amounts. The cost and hassle of electronic transactions makes it impractical to charge less than a fairly high subscription rate.

But within a year the mechanisms will be in place that allow content providers to charge just a cent or a few cents for information. If you decide to visit a page that costs a nickel, you won’t be writing a check or getting a bill in the mail for a nickel. You’ll just click on what you want, knowing you’ll be charged a nickel on an aggregated basis.

This technology will liberate publishers to charge small amounts of money, in the hope of attracting wide audiences.

Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products-a marketplace of content.

How to create great content

So lets see how will you create great content to rank on Google and to make people happy.

I wrote this post several years ago onthe 14th day of a 100 days blogging marathon.

Day 14 today of our 100 days blogging marathon, and l am consistently blogging daily, sometimes l have done four posts in a row! Amazing, l can’ t hold myself because l love very much what l am doing. Anyway?How are you today? How are you spending your time? Here is another hot Sunday with not many people on the city, most of them went to the beaches nearby.

My today subject is Content is the King! As l told you before, if you want to play with the big boys and to raise your blog traffic, attract new visitors and increase conversions rate, you need good quality content.

Why content matters

First you must think as a search engine

Search engines like google and many others big search engines are making their search based on text. They are not based on animation, videos, photos etc. So bear in mind that a search engine is looking always for good and unique content. Search engines hate duplicated content, it is useless to have the same articles in our blog twice or repeated many times, offering no value to our users at all.

Always ask yourself this question: If you are a search engine, what kind of development resources will help make you more effective? As a major search engine for instance Google, Yahoo, MSN, etc.  you will benefit from millions upon millions of dollars of development effort.

Second, you must create real value to the user

Why to come to your site? Is it a waste of time? are you offering something with real value or not? Are new visitors bouncing on your site or they stay and read?

The third rule of thumb is to offer something for free

Even offer everything for free! Then the new user thinks if they are offering everything for free on beforehand, imagine what they are going to offer inside! This is one of the basics concepts of attraction marketing or boomerang marketing.  Offer everything for free is the real value to the visitor. They will come back asking more and more again. So Picture this: Having thousands of thousands of new visitors that are returning to your site because you simply offer to them great value, asking for more. It’s like the candy store effect.

Four, review your content always before submission or after submission

This is like after post service, it is hilarious but reminds me of the after sales service that offer many high street motor companies such as Toyota. l like Toyota’s strategy and l took many things from them. creating my own marketing strategy.

Where to find quality content?

That is a million dollar question. It is like asking for rain in the desert? No absolutely not! But where else? In the search engines! Quality content is everywhere. Make your own research on the web, on the blogosphere and find topics that are good and relevant with you or your target audience, your market niche. What a headache this word causes me! Just look upon to other blog authors that are best-selling! Like David Bach, Antony Robbins, Warren Buffet, Paolo Cohelo!, Look what they offer, what they say, why they are famous and best-selling authors?

And a final piece of advice. Keep it simple. Blogging is not a rocket science, as good content. It is better to be yourself and write about a topic that you know it well and many other people would ask you about it, rather to try to copy something you don’ t even know. A good start is to use yahoo answers. Asking and answering questions for every topic you can imagine. Find your place there!

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