I’ve heard it. You’ve heard it. We’ve all heard it.

Content is King!

It was 15 years ago that Bill Gates published an article with the very same title. This statement supported his idea that content sites, unlike e-commerce sites, would become more prominent in generating revenue on the web. So how does that look today from our perspective, and what does it really mean to content marketers like me?

First, you need to know that I look at everything from a marketing and communications perspective. My reason for being in business is to help our clients get found, get noticed and get business online. So our purpose must, clearly, match the goals of our clients.

And in the world of internet marketing, we place an extremely high value on quality content, but hold an even higher regard for the purpose of that content. Because without purpose, content is simply a jumbled mix of words on a screen that is unmeasurable.

So everything must work together in order of importance.

1. Purpose
2. Content
3. Measurement

BOSHnewmedia Communications - Purpose Content Measurment Purpose gives us a reason—a starting point for creating the message and a benchmark for measurement.

If “content is king, distribution is queen” (Kris Hoet). We can measure the influence of the king in terms of effectiveness, impact and reach. From this position, we can cleverly craft the message and spread it far across the kingdom

As a content creator and marketing communications professional, content is not only king, but the magic key that unlocks the mind.

The magic occurs when content transforms:

Contacts into Customers
Prospects into Clients

Followers into Fans

Audiences into Advocates

Crafting content is the skillful art of taking simple words—mixing, combining and moving them in various forms or prose—and then selecting the right methods of delivery, not only to reach a specific audience, but to get people to listen, pay attention, respond, react or, possibly, rebuke.

Skilled content marketers spend time initially on determining the right strategy that aligns with the goals of the client and relates to a specific outcome. Crafting a message involves several considerations and answers the following questions:


1. What is your overall marketing goal?
2. What is the purpose of your message?
3. How does the purpose align itself with your overall goal?
4. Who is your audience?
5. What is your desired outcome from the receiver?
6. What are you trying to communicate?
7. Who is the best person to deliver the message?
8. What channels should you use to deliver your message?
9. In what possible ways might the message be perceived?
10. How will you measure the response?

Each time we pull together a content strategy, we work with our clients to answer these questions. This process helps us to align and target the message. We’re also able to decide the best delivery channel as there are so many to choose from online.

If you’ve ever had to present an idea to or engage an audience from the front of a room, you understand the time and effort necessary to cleverly craft content which will achieve your desired result. Creativity and skill are equally important in engaging your listeners with each message you deliver.

So, whether you’re trying to make a point; sell a product; enlighten or enlist an individual or an audience; you must identify your purpose early on in the process to keep you focused on your message. This will help you come up with creative ways for presenting your ideas and, most importantly, using carefully crafted words that will elicit a response.

We’re always trying to come up with interesting and innovative ways to do this with our clients.

What keys do you use to unlock minds and make your messages work like magic?