“Content is King”: A Retrospective

If you’ve dabbled in marketing, PR, or business, you’ve probably heard the phrase “content is king,” which was coined by Sumner Redstone (founder of Viacom) in the mid-’90s. It was an exciting era for electronic communications and marketing; Japan began to manufacture DVDs, a little auction company called “eBay” took off, and the number of Internet host computers jumped from 1 million to 10 million.

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Content is King – By Bill Gates [1/3/1996]

This essay is copyright © 2001 Microsoft Corporation. All Rights Reserved.

“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.

The television revolution that began half a century ago spawned a number of industries, including the manufacturing of TV sets, but the long-term winners were those who used the medium to deliver information and entertainment.”

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CASE: Brand Story Telling; The Coca-Cola Journey

Coca-Cola unveiled their answer to the content marketing trend through the Coca-Cola Journey. According to Ashley Brown, Director of Digital Communications and Social Media, Journey will provide content related to all drinks produced by the company and will be home to a vast amount of Coke-related content. More like a magazine than a typical company website, this massive content investment shows a commitment to gaining a “disproportionate share” of public interest, according to VP of Global Advertising; Jonathan Mildenhall. It also shows that the company has taken the global lead as a branded content producer.

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Freelance Writer? Be Unique.

As a freelancer, you want to make yourself as attractive to potential clients as possible. Brands have increased their focus on content marketing, bringing on content producers to contribute to blogs that enhance the brand’s web identity. As content producers, we must examine the preexisting publications attentively and note such details as style quirks, brand spellings, and nuances that could otherwise slip through the cracks. Based on the recruitment requests from agencies, brands, and companies, our best advice is to specialize. Here’s how you do it.

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