Content is King

A lot has changed since 1996 when Bill Gates published an essay about website content and used the phrase “Content is King.”

Today, the goal is still to create good content and to tell a compelling story. The types of content have changed, though. Here is a useful framework for types of content.

  • Owned – traditional content on a website but so much more now!
  • Shared – Social Media but also influencer marketing, a subset of social media
  • Paid – Advertising has expanded to many platforms that blur the lines between paid, organic, and shared
  • Earned – Traditionally, this was PR, but even public relations communications have expanded

Growth of Content Creation

Competition for traffic to websites, plus the need to clearly explain a brand’s message that is fit for each audience and platform, facilitated the growth of tools that help convey ideas and solutions quickly.

Now it’s necessary for most brands to use content teams that can create many different forms of communication to tell the brand’s story:

Content for Complex stories

  • White Paper – Many engineers use this format because it can be highly technical.
  • Case studies – This is a sales tool in business-to-business that showcases examples.
  • Longer Video – Instructional or product demonstration videos are two examples.
  • Articles – Long articles written for publications with expert insights/opinions.
  • Series – l Short videos that help convey complex information in digestible bursts.

Content for Data 

  • Charts – Used when the data is easy to read and only a single view. This might be best for a presentation or a single conversation about data. They are often used in other content such as white papers and case studies.
  • Graphics – Use professional graphic designers when possible for the most significant impact.
  • Infographics – There are many uses for infographics, and a professional graphic designer can help translate the information into easily understandable and appealing designs.
  • Dashboards – Tracking data over time takes constant updates and a snapshot by day, month, quarter, or year that can be set up and sent automatically to stakeholders saves time and resources.

Branded Content

  • Blog post – On your website or as a guest writer on a related site. Blogs are a traditional but still effective method for telling stories that can be shared just about anywhere.
  • eBook – Putting together eBooks can be as simple as combining many blog posts into a single eBook or complex such as an instructional manual.
  • Social Posts – Content for social media is diverse and has almost unlimited opportunities. There are many ways to make them most effective. Researching the platform as a participant is the fastest way to understand what format and subject matter to use.
  • Graphics It can’t be stressed enough how a professional designer impacts the outcome of these.

With the myriad of ways to tell a story, it can take time to learn how to choose the right one. Keep in mind the strategy and goals of the content, such as the audience and platform.

What is good and not so good about each type of content


Website content is the foundation of a brand’s owned content. But that’s not the only platform for owned content.

The only drawback to owned content is that it also has to have a content distribution strategy to get in front of the audience for sales. So content alone will not drive growth; it has to convert impressions into sales.

Shared Content

Social is shared content. The positive thing about shared content is the more it is shared the more it is trusted.

Influencer Marketing (on social media)

Remember when the goal was to have content go viral and blow up big so a product or service would get traffic and sell out all products?  With the right partners’ expertise developing highly strategic influencer marketing and implementing it could be better than getting a post to go viral. 


What’s good about paid content almost all paid platforms have a tool kit to help you create paid ads. What’s not so good about paid content is that it’s complicated and takes an expert to implement and manage.


The reason it’s called earned media is that a company earned some press by doing something newsworthy.

What’s good about earned content is the placement is in front of the biggest audience for your product or service. What is not so good about earned content is that it’s not attributed by measuring sales but impressions though.

The most important thing to remember is to create shareable and memorable stories and use keywords to make content easy to find.

Let us help you decide what would work for your brand and how outsourcing all or some of the needed content creation can have a high ROI! Vuepoint has all the right tools to create and implement your content marketing.