“Content is king” has become something of a catch phrase in internet marketing. It urges bloggers to concentrate most on the content of their posts. If you want readers, the thinking goes, you must first give them something worthwhile to read. That logic has gone pretty much unchallenged among those “in the know” about how to be successful online.
But Chris Brogan takes issue with the adage.
“Content is not king. You are. (or Queen.) Content is currency. You’re the king.”
Instead, he says, content is a way for bloggers to “deliver interest.”
“It’s a gathering place for you and the people you hope to entertain/attract/educate/equip. That doesn’t make it the king.”
Chris Brogan calls content “treasure,” “salve,” and “wood for the fireplace around which great stories are told.”
“Work hard on content, but focus on relationships,” he says.
This fits perfectly with how best to run a network marketing blog, which is a perfect place to build relationships. After all, network marketing involves both networking and marketing, but not necessarily in that order. The business works best when you market to large numbers of people, then network with the ones who show interest in your product, service or opportunity.
So think about the content of your blog as the marketing aspect. You write valuable content to attract lots of readers. To build off Chris Brogan’s analogy, you provide a campfire where your stories will warm their souls.
But, as Brogan says, the ultimate focus should be on the relationships. With no networking, there’s no network marketing.
Do that and you’ll be the king of your content.