In 1996 Bill Gates gave a speech in which he first made the statement, “Content is King“. He predicted that most of “the real money will be made on the Internet, just as it was in broadcasting.” Gates stated that people “must be rewarded with deep and extremely up-to-date information that they can explore at will,” and added that “those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products – a marketplace of content.”
‘Content is king’ has become an everyday term in the digital space since Bill Gates first made the statement, however the context in which content is placed is of even greater significance. ‘Context is queen’ can often be heard alongside ‘content is king’. And while the content is important, it is the context in which content is delivered that is equally as important. Including content at the right time, the right place, with the right message is all a part of having a complete content strategy.
Content can be placed in the relevant context by listening to the conversations your target audience are having, and telling stories around those conversations. The relevance of the content increases its shareability due to the value placed on it by the consumer.