Where is content creation in your company’s universe?
You’ve probably heard the phrase “content is king” so often that you’d prefer to tune it out. We certainly have. But as an enterprise focused on one thing—content creation—we can’t afford to ignore that important maxim. As tired as it might seem, it’s also true.
We’ve come to look at the issue in a slightly different way, however. That’s probably a side-effect of being surrounded by good writers who are also thorough researchers and creative thinkers, people who pride themselves in looking at problems in new ways. They look deeper, ask different questions, aren’t satisfied with easy answers, and are always trying out and developing new metaphors.
This is what we’ve come up with:
Content isn’t king. Content is the kingdom!
How did we get here? By looking harder at the problem than most ever will.
A king is a ruler. Content, however, doesn’t rule your company—you do. The content is your company. It’s the territory your company covers, the resources within it, the people who make it work. It’s not the king, it’s the kingdom.
It’s everything your company is, but it’s not a thinking being who makes decisions and guides policy. It’s the landscape and the natural and artificial objects within it, not a creature with wants and needs or a will to accomplish them.
Your content is your kingdom. But you are the king.
The critical issue becomes what you do with that content. Do you leave it sitting there, uncultivated, untapped, unexploited? Do you dip into it at random only when you have a critical need, but with no coherent vision or organization?
Or do you wisely use the vast content resources at your disposal to develop the company, its image, and its customer base?
To work the metaphor one last time, do you use the natural bounty at your disposal to develop agriculture and industry to increase the national wealth and the standard of living across the entire kingdom, or do you sit back and admire its natural beauty in private…while the neighboring kingdoms overshadow you?
Like all metaphors, this one eventually breaks down. In this case, one reason is because content is an infinitely renewable resource which can be tapped indefinitely without harm to a company’s environment. It also, in most cases, defies unnatural concentration: the benefits from developing a company’s content apply to all citizens (employees), not to a privileged few. Developing your content benefits the entire company.
Now that we’ve raised your awareness about content and kings and kingdoms, let’s look for a moment at where you probably stand. Most businesses recognize the importance of content. Unfortunately, most also recognize that they have a problem in this area.
We’re not ones to often link to another source and say “just read this to get the picture.” But every once in awhile someone does a great job of summarizing something and we admit that it would be a waste of our time and yours to re-invent that particular wheel. Give this article a quick skim.
The three key points are this:
- More than 1 in 3 of those using online marketing saw content creation as their biggest challenge
- 72% saw relevant content creation as their most effective SEO strategy
- The #1 reason why content creation is a challenge is that companies don’t have the bandwidth or human resources (the dedicated staff) to do it
These are exactly the problems Waltham WordWords exists to solve. The only thing we do is content creation—and we do it as an outside service, taking the human resources burden off our clients. You don’t need to dedicate your limited staff to content creation: you only need to put us on the job.
Finding a partner who understands how to help you make the most of the content already at your fingertips can be difficult. Waltham WordWorks can do it—on time and on budget. Contact us today to begin understanding the rich content already available in your kingdom and how we can put it to work for you.
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