Does Content Really Wear the Crown Jewels?

“Content is King”. Golf Video – Most Powerful Move In Golf

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If you’re in marketing, you’ve undoubtedly heard this motto banded around over the last few years.

SEO gurus tell us to provide plenty of it to coax web crawlers into indexing our websites. And a quick Google search unveils a plethora of bloggers blogging about this very topic.

The reality is, you’ve probably waded in at least knee deep when it comes to this stuff already. Maybe you’ve started scooping out and serving up white papers, webinars, e-books, How To guides, and other educational freebies in the hopes that you’ll convince potential customers to convert into paying ones.

Don’t panic

The good news is that you’re okay, you’re on the right track. Creating Content IS massively important for your marketing strategy. As per Search Engine Watch article “The Golden Rule of SEO: Content is King”, great content is necessary not only to improve search engine rankings and traffic, but also to engage visitors and encourage them to share what they’ve learned with others off-site.

Customer 2.0 (the focus of this year’s Marketing & Sales Summit) expects you to provide them with the right kind of information at the right time. They expect you to know what they want, when they want it.

Content is a weapon on the web. Use it to help you win market share. Just make sure you have something that is truly noteworthy, and that it communicates that effectively. – Eric Enge

The question remains, is Content REALLY the rightful heir to the marketing crown?

Is Content King?

In “The Content is King Myth Debunked’, Derek Halpern says “Content is King” is – and I quote – “horrible advice”.


In his words:

Online, you only have a second to grab someone’s attention.

And during that second, people make snap judgments about you, your business, and your website.

Before. They. Read. Your. Content.

He goes on to back this up with survey results in which 94% of respondents distrusted a website because of design problems.

Turns out there’s a new royal in town. And his name is Website Design.

The 10 Red Flags of Website Design

Halpern gives the 10 red flags of web design as:

1. Confusing site names
2. Cluttered, busy layouts
3. Navigation problems
4. Boring web design
5. Pop-up ads
6. Slow loads times
7. Small fonts
8. Too much text
9. Corporate look and feel
10. Poor search functions

You can read the full article here.

Wait! Before You Go

Customer 2.0 is more mobile, better informed, less reachable, and expects more than ever before. We would love you to join us at the 6th Annual ISA Marketing and Sales Summit to discuss how the digital revolution is affecting automation companies like yours.

You can find out more here.

Final note

Join me today, June 3 2011, at 4PM EST for the first #industmarketing tweetchat.

If you haven’t taken part in a tweetchat before, you can both follow and join in the conversation by searching for the hashtag #industmarketing on Twitter.

You can also follow from


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