Although Bill Gates often gets credit for the phrase “content is king,” it was actually outlined in a book in 1974 and popularized by Sumner Redstone before Gates’ speech. Google also uses a version of the phrase, related to internet searches – more original content, better search results.
From Magazine Editing and Production:
Content is king. It is the meaning that counts. Form and technical considerations, though important, cannot substitute for content.
J.W. Click and Russell N. Baird, authors, on how to pick the best magazine photos
From Sumner Redstone’s Wikipedia page:
In 1954, he joined his father’s theater chain, National Amusements and in 1967, he became CEO of the company. As the company grew, Redstone came to believe that content would become more important than distribution mechanisms: channels of distribution (in varied forms) would always exist, but content would always be essential (Redstone coined the phrase, “Content is king!”).
https://en.wikipedia.org/wiki/Sumner_Redstone
From Content is King essay:
Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting…
When it comes to an interactive network such as the Internet, the definition of “content” becomes very wide. For example, computer software is a form of content-an extremely important one, and the one that for Microsoft will remain by far the most important.
But the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.
Bill Gates
Google’s site for webmasters:
Little or no original content
One of the most important steps in improving your site’s ranking in Google search results is to ensure that it contains plenty of rich information that includes relevant keywords, used appropriately, that indicate the subject matter of your content.
https://support.google.com/webmasters/answer/66361?hl=en
Regardless of who first used the phrase (there are variations before 1974), it is used so often now, it’s quickly headed to cliché-land. This could be because, since the phrase is true for everyone’s own world, its relevance is universal. The authors from 1974 used the phrase to reference magazine articles while Sumner Redstone refers to programming, Bill Gates refers to software and the internet and Google refers to SEO.
Our world revolves around marketing, where, as you guessed it, content is king. Content marketing can take several different forms – videos, blogs, infographics, e-newsletters, white papers – all built around your establishing and maintaining your brand identity. When you provide original content it helps to confirm your credibility and experience and also to establish yourself as an expert in your field. When used on your website, it also keeps things fresh, gives customers a reason to keep coming back and helps with your SEO. The ultimate goal, of course, is to generate new business.
So, who said it better?
For your viewing pleasure, here’s a Conversation with Sumner Redstone from the Boston University law school. The dean’s introduction credits him with coining the phrase “content is king” and it’s an interesting conversation with an entrepreneur who built a communications empire from a local chain of movie theatres and drive-ins.
Leisa Chester Weir
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