Social Media Marketing- Content in Social Media is NOT King (or Queen)

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Content is NOT king.

Hmmm…this may go against the grain with some folks.

But after 4 years in social media, I believe that I need to write this and get this off my chest.

There is a myth out in the social media zone, saying, “Content is king.”

That is not true.

If it were, there would be a HUGE amount of more articles and blogs and posts that the search engines would be indexing and showing in all of it’s search results…

But that is not really happening.


Because Content is NOT King (or Queen.)

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I have found after 11 years reading articles and posts, that content is NOT king-

but “IMPACT Content” is.

Impact content IMPACTS the reader in some way, and moves them in some way. The reader sees VALUE in the writing and is willing to send it out because of the impact.

Impact content is remembered.

Impact content is virally marketed.

Impact content is re-tweeted.

Impact content is talked about in the social sphere.

Impact content is seen as VALUABLE and positions the author more often as an “expert” than any other kind of content out in the social media zone.

Impact Content accelerates Branding dramatically.

Impact content can be:

1) “How to articles” that teaches, instructs, and trains people in powerful ways.

2) A post containing a “list of things” that people want to know about but did not know where to find them.

3) A rant about something that gets people’s blood boiling or people agreeing with you.

4) A “from the heart” article that pulls people in and gets them on your side.

5) A story about something or someone that moves people and inspires them to action.

6) A news story that draws people in and gets them engaged in the story somehow.

7) A “Discovery Article or Post” that people discover something new or discover a new way of doing something or seeing something.

8) A ‘Power Post” that encourages and empowers people to take the information within the post and engage it in their own business, success, or life.

9) A “Question Post” that makes people stop and think- and ask one of the questions, “Can things be better- can my life be better- is there a better way to do it- have I been misled?”

10) An Entertainment Post, that makes people smile and entertains them in some way.

11) Some kind of a Free Giveaway that people see as valuable, and will impact them in some way.

And most importantly-

12) A “Hope Post” that gives Hope and Belief to those who are reading it, and moves them to take action that they may have not taken otherwise.

Impact Content is KING. Period.

What content I am finding in social media in many instances- is FILLER.

I have read thousands of posts, articles, and notes and have seen that most of it unfortunately is FILLER and not written for the reader.

It was written for the search engines to find, and the quality of the content as far as benefiting the consumer is well…lacking. Not that everything out there is filler- but the majority of it is.

Just look at the article directories. Most of the articles are less than 250 words, and filled with keywords and key phrases for the search engines, with no directing or informing people - but LOTS of advertising.

LOTS of that.

Just look at the blog posts. Many of those are written for social book marking and search engines and all to get you to CLICK on a url to sell you something.

Nothing wroing with that at all- We all do that to some degree.

BUT WHAT ABOUT THE READER?  How about giving them some real value before you pitch them?

There are 2 intentions in copy writing today:

1) Writing for a RESULT.

2) Writing for the Reader.

WE have found that when you write only for a result (ex: Search engines or get a click) you are diluting your brand as well as your image in the marketplace. Quality content will always overshadow Quantity content.

Writing for the reader will always get virally marketed more, linked to more, read more, searched more, and book marked more.

When you are writing, ask this one question:

“What about this will IMPACT people and get them excited enough to move them in some way to a greater place in their life?”

If you can answer that, with the Reader in mind, then the Results will take care of themselves in social media marketing.

blessings…doug firebaugh

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Social Media Training Network

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Doug Firebaugh
Doug Firebaugh is an in demand speaker, trainer, author, and successful entrepreneur that has, along with his wife Jodi, dedicated his life to helping people radically accelerate Success in their life. His training articles, blogs, and e-zines are read by more than one million people a month. He has helped over 10,000 people reach an annual income of more than $50,000 a year. His training products are shipped all over the world and he stays on the road every weekend teaching the Success Passion Message God has put in his heart. He is endorsed by Zig Ziglar, Jim Rohn, among many others and has shared the stage with a literal whose-who of the speaking industry, including Zig Ziglar, Jim Rohn, Mark Victor Hansen, Denis Waitley, Tommy Hopkins, Charlie “Tremendous” Jones, Les Brown, Brian Tracy, to name a few. A born again believer, Doug and Jodi give all the credit for any accomplishments to God. They live in Birmingham, Michigan.
Doug Firebaugh
Doug Firebaugh

9 thoughts on “Social Media Marketing- Content in Social Media is NOT King (or Queen)

  1. Pingback: Social Media Marketing- Content in Social Media is NOT King (or … | organicsocialmedia

  2. I find it a bit odd that you tell us “Content is not King” then spend the rest of the post talking about the types of content that work best. hhmmm… Just because you refine the scope does not mean it is no longer “content”. This article completely contradicts itself. Sorry, but true.

  3. Pingback: How To Make An Impact With Your Content | Taylor's Internet Marketing Blog

  4. I get what you’re saying, content is king, but only when it provides something to the reader. I agree, there are far too many blogs out there that mislead you into believing they have some type of quality information to share, only to find them talking around the subject and providing nothing of use. It is frustrating to the reader and insulting; as if we can’t tell what they are doing. Thank you for clarifying the message, and I hope people get it.

  5. Thanks for the feedback guys-and John- yes- you are correct to some degree as that I do talk about content- but the focus of the post is to get past the same old results content — that rarely adds any value. That kind of content will never really drive social media’s value to the masses i think you would agree. Impact content- or whatever you want to label it- is what people are looking for and forwarding, and linking to and bookmarking- at least from all the folks i know in the SM industry- which most agree that there is way too much mediocre “bait and switch” content out there- thanks for your feedback!

  6. Great article, Doug…!

    This is the kind of info I’m always searching for… not only have you illustrated that it’s not merely any old “content” but “content with impact” or “content with value” that is king (or queen), but you further provide examples of what type of material constitutes impact/value to ones audience. Well done…

    One would do well to review your list when first starting to write and post articles on the web and get a clear idea of what it means to write with purpose.

    It’s too bad we can’t somehow just clean the web up of all the “fluff” and vapid writings that are floating around out there, wasting so much virtual space and so many peoples valuable time, while not providing anything of use to those of us who so ardently search for good content and information of substance and value.

    Your article well points out how so many people don’t understand the concept of value exchange, or what’s involved in relationship building. Because of this, their intent is not to provide anything of value, they’re only trying to attract traffic, and they think anything that allows them to put a link back to their page or get more pages indexed by the search engines is the name of the game, and this is where they’re getting it wrong.

    To receive value (the traffic they seek), you have to provide something that others find of value first. When value is provided, people trust that further contact will provide greater benefit to them, and this is where the traffic comes from. No value, no traffic… it’s that simple…

    Thanks again for the great article…! I’m certainly going to read it over a few times before I put up my next post…! ;-)

  7. I like the heart behind your post. I am inspired by it.

    I just disagree that content is King on any levels and in all forms. What rules is conversation… at least for me.

    For example, I started acquiring more followers and, also, enjoying my experience more on Twitter when I started talking to people, trying to help/connect people, and finding other ways to interact and give w/ no strings attached.

    Content, in any form, doesn’t make social media more meaningful for me. Content lets people know who I am and what I value… and I make friends that way. It starts conversations and relationships. But any content is not the point.

    So, I wholeheartedly love the idea of impact content. You get big kudos for that… I just think that interaction is what it’s all about… for me, atleast.

    What do you think about my comment?

  8. Pingback: Content, Value, and Valuable Content – What Is It That You Need? | Lakestar Media

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