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  • Scott Hornstein

Content is King, Or Not

Updated: Aug 22, 2019

The quote “content is king” is from an essay Microsoft founder Bill Gates wrote in 1996. In it, he describes the future of the Internet as a marketplace for content (I’m guessing he knows a thing or two).


The future is, of course, now.


Content, whether it’s a blog, an article, a white paper, etc. is an essential element of the way you market your company and yourself, for 3 reasons:

  1. It puts you, and your unique viewpoint, prominently in the marketplace.

  2. It shines a light on your compelling competitive differentiation, the ideas, the track record of success, the innovations that make you stand out from the crowd.

  3. It gives your prospects “a reason to believe” that you can make a difference in their life; in their business. These are high bars to meet.



If you’re just starting, it’s likely you’re full of enthusiasm and bubbling with ideas. However, we know 3 reasons why content is not king (because we’ve seen a thing or two):

  1. It it’s poorly written (how much professional writing experience do you really have?)

  2. If it’s not published on a regular basis (can you devote the time and energy consistently deliver?)

  3. If it does not convey value to the reader (how good is your bs meter to separate what the reader wants from what you may want to say?)


Here’s one more question: Why take chances when it’s your future on the line? We’re seasoned pros, and we’re here. Let’s talk about writing.

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