Content is King But Not The Secret Sauce

Many companies contact us to handle their content and we specialize in providing content to companies and their blogs.  It has been shouted from the mountain tops that "Content is King."  This is something I have been known to say and others have preached this from the very beginning.  I stand behind the statement and believe it carries with it the proper message.  The problem with the statement, is it gives an incomplete message for the power of blogging and social media.

The true secret sauce of blogging and other tools of social media is truly the engagement of the reader, the participant, and the receiver of the message.  You can shout at someone in the crowd and get their attention with your message and your company mission statement.  Google allows them to even seek it out and hear it on a one to one basis.  The magic ends there however and the true meaning of your message is not necessarily "heard".  To get the most of what you need from the content, you need a potential customer or a potential reader, or other person to interact with you.  You need them to comment on your content, to agree or disagree with it, to question its truth or to carry that message and content on to their own community. This is the true secret sauce that everyone is trying for in the area of social media.

I have seen too often that our own customer comes to us and hires us to provide them with a number of blog posts per week, a set number of words, in the proper categories with the proper key words and phrases added into the blog post.  This is all they want and they later want to know why the great content didn’t change their world.  It is because they didn’t add the "secret sauce" to the recipe for success.  Content is definitely king, but sprinkle a little sauce over the content, and you will have something that will make your company really cook!

Tags: Blogging, Professional Bloggers, Bloggers For Hire, Content, Conversations, Social Media, Social Networking