Why Content is King

Jeremiah Tang
Jeremiah Tang 12 April 2020


Content is King and here is why

Content is everywhere, in fact, its hard to escape the flood of content all around us in this digital day and age. That said, this digital generation cannot live without content, we absolutely crave it. When we find content we like and can relate to, we obsessively consume it. The by-product of all that consumption is growing a liking and following for the content creator which could be a brand, personality or organisation.

That is essentially what content marketing is.

"it is the targeted creation and distribution of information with the purpose of building goodwill"

Imagine this, a local vegan bakery starts running classes on what the benefits of going vegan are, how vegan bread is beneficial and more. They are on a mission to educate and share useful information with people that might be considering a lifestyle and diet change. When you do eventually decide to go vegan, guess where you'd be going for your daily bread run. At the end of the day, the consumer has learnt valuable information while the brand is subsequently rewarded for it.

People love content especially when its relevant to them and more than anything in this abundance of content, they expect it (84% of people expect brands to produce content that entertains, provides solutions and produces experiences and events. -Meaningful Brands ) but the good news for brands is that they will get rewarded for it (91% of consumers are prepared to reward brands for their authenticity. -Social Media Week) in the form of purchase, referrals and loyalty.

The next question then is, how can a brand kick start their content marketing journey with a view to reaping its sweet rewards. Before creation and distribution of content comes the most important aspect that is planning or strategizing. It is absolutely vital to plan exactly what kind of content you wish to create and where they will be distributed on.

Here at MarColl, we use a tool called the Content Playbook that fundamentally answers the questions of creation and distribution, offering a guideline to the content marketers in your company.


Answering the 5 Ws and 1 H of content(rows) is important in setting the general tone of how you speak with your current and potential consumers. The platforms/channels (columns) then answer the question of where they should be distributed. Of course, it's easy to create universal content distributed in the same format and tone across all channels but these platforms are very different in nature and therefore requires certain nuances in content. For example, content on LinkedIn may have a slightly more formal tone as compared to Twitter since users go there for long-form, professional content while Twitter users use twitter for casual short-form content.

With that, we leave you with a thought and a prelude into how Content Marketing will form the backbone of your digital marketing success. This brief introduction should show you why Content really is King while also giving you a head-start into developing a Content Marketing strategy with the use of the Content Playbook

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Jeremiah Tang
Written by

Jeremiah Tang

An Entrepreneur at heart, Digital Marketer in soul. Passionate about developing Digital Marketing strategies for brand success.

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