Marketing approaches today are much different than they were in the past.

Online access opened up a whole new world for marketers, with content needs quickly rising to the top of their strategies.

Who doesn’t remember the “content is king” phrase that caught on starting back in the mid-1990s?

Bill Gates created that now-famous phrase, ushering in the World Wide Web and a new way of content production and consumption for consumers.

But is that old news? The answer is no.

Now, more than 25 years later, content most certainly still is king and will continue to be so long into the future. What that content looks like may change, but make no mistake. It still reigns.

The best content marketing strategists today understand this and continually create, optimize, update, and modify content for the highest effect.

If you want to know exactly why content is still king, you came to the right place. Keep reading!

2. Improves Trust in Your Brand

Your content can also build authority and improve trust in your brand in ways that other sales campaign tools can’t.

To help boost trust in your brand today, do these three specific things.

Create and share only relevant content 

Address your customer’s pain points, interests, wants, or needs. Express your mission, highlight the usefulness of your products or services, or include any other helpful information that in some way relates back to you.

Concentrate on value, not promotion

Develop trust by providing value in your content and avoiding constant promotion of your brand, products, services, or events. Offer insights into your industry, focus on one specific topic or customer pain point, and more.

Focus on authenticity

Consumers prefer interacting with authentic brands today. To show your authenticity, develop your brand personality and voice, share client experiences and stories, and find more ways to directly engage with customers.

3. Helps You Understand Your Audience

To increase your number of customers, conversions, and sales, you need to understand your audience. Content can help with this.

By trying out different content types and analyzing the results, you can better meet the needs of your targeted audience at different stages along the buyer’s journey.

Testing out new formats is almost like having a conversation with your audience, even if it feels a bit one-sided at times. Sometimes, you’ll put something out there that totally flops—hardly any clicks, maybe a stray comment (if you’re lucky), but that’s real feedback. Other pieces just seem to find their people and spread beyond what you expected, so don’t get discouraged by the misses. The trial and error reveals little quirks about your customers that you wouldn’t spot just staring at survey data or analytics dashboards.

It’s also worth noting that the landscape keeps shifting—what worked for your audience in 2023 might bore them in 2025. Tastes change fast, especially online, and staying in step means being willing to adapt, not just repeating a formula. Listen for subtle signals, like shifts in popular keywords or new questions cropping up in the comments. Sometimes, it’s a tiny detail (maybe a phrase or a vibe) that holds the clue to what people actually want next.

• Where do they consume most of your content? Is it social media or your blog posts? 
• What keywords are attracting the most attention?
• How do visitors get to your website? Is it from organic search results or backlinks on another website?
• Are they engaging with your content? If so, in what ways?

All of these can provide information on your audience, information you can use to better understand their interests, needs, wants, and pain points. 

In turn, you can create more valuable content going forward.

4. Adds Value to Your Product or Service

Content can add value to your product or service in a number of ways.

Use it to solve a reader’s problem, one they experience in daily life, or teach the reader something completely new.

Include different types of content, such as:

• How-to videos
• Step-by-step guides
• Webinars
• Tutorials
• Question and answer segments

By doing so, you provide value, and this can shine a light on your brand, making it more interesting.

Then, once your audience better understands and appreciates your product or service, they are more likely to make a purchase.

5. Increases Traffic Because It Improves SEO and EAT

An important purpose for your content is to increase traffic to your website. Without more traffic, conversions and sales levels can become static and even drop.

What you need to bring more traffic in is the right content to boost your search engine optimization (SEO) efforts and help you rank higher in search engine results pages (SERPs).

The way Google ranks online content for search results relies on its EAT characteristics. 

EAT stands for Expertise, Authority, and Trustworthiness, three characteristics of what searchers are seeking in the results that Google returns for each query.

By successfully using your content to display your authority and trustworthiness, search engine algorithms will notice, and this will improve your SEO and lead to an increase in traffic to your website.

6. Serves as Leverage for Influencer Connections

Influencer Marketing continues to be beneficial to your brand today. One way to connect is through your content.

Use your content as leverage, showcasing your brand’s active culture and values, as this can serve as a way to connect with certain influencers.

Influencers are trusted by their devoted followers, so connecting and collaborating with them can boost your brand’s authority.

These influencers will promote your brand’s content and, in turn, expose you to a broader audience.

Just be sure the influencer is active in your industry or niche or in some way relates to what you offer.

7. Boosts User Engagement

Content can boost user engagement.

When your content is relevant, and something resonates with your readers, they are more likely to spend time engaging with it.

Regularly scheduling social media posts and incorporating more interactive content can help boost user engagement even higher.

Make it super easy to engage with, such as with likes, comments, and shares, and include other engagement opportunities, such as signing up for newsletters or emails.

A boost in user engagement can benefit you in several ways, including:

• Lower bounce rates.
• Increase website dwell time.
• Gain new or returning visitors.
• Increase the number of page views.
• Boost conversions.

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