Let me tell you a story. A couple of years ago someone plagiarized most of my articles.
First, I felt outrage. It was, after all, my work they had stolen, but as I went through all of these article, I noticed something.
There were no comments on these posts. No likes. Nothing.
The same articles that got hundreds of likes and comments on my blog…
It was as if they didn’t even exist, as if they had been published into the black hole of the internet.
Content is no longer king, I’m afraid. Content is cheap, almost worthless. Even brilliant content. Everything worth writing about was written about by people who were born long before us.
“Content is king” has been a mantra for creatives for so long that there’s so much great content out there, that it doesn’t even matter.
You can write great content and spend the next 5 years struggling to get to 100 followers.
I know a couple brilliant bloggers who are stuck at 50-something followers.
The best bloggers I know, the kind of people who share truly unique content, and amazing ideas, and they write with the kind of skill that requires decades to master, they usually struggle to get to 5,000 readers.
I’m sorry, but content is no longer king.
I hate to break it to you, but the one thing that matters is your online reputation.
What makes my writing stand out is that I am the one who’s writing it. If I share it on my blog, my name, the social proof that comes with publishing a piece of content on a blog followed by over 140,000 people, that’s all that matters.
Content is cheap these days… almost worthless.
Idealism Kills Every Deal…
Keep your eyes on the stars, but your feet on the ground.
If content is no longer king, you need a strategy to get people to see your content.
That’s what you need:
- to build a reputation.
- to gain as much exposure as possible.
The rules of engagement have changed. You now have to use every tool you have to build an audience.
If this means also having a YouTube channel, fine. If this means starting a podcast, fine.
Social media? Great.
It’s not enough to write brilliant content.
There’s just so much of it that people can be as picky as they want.
Let’s say I were to show you two articles. One is written by someone you never heard of. They have 53 followers. The other, written by someone with well over 200,000 followers, someone you’ve heard of.
Which article do you read?
Oh, and I forgot to mention that the articles are about the same idea.
Which one do you read?
I sincerely wish becoming a successful blogger was as easy as creating quality content…
It used to be that way.
Eight years ago, when I started my first blog, all you had to do was be a decent writer and be as consistent as possible.
Now? You need to take advantage of every opportunity you have to build an online reputation.
That’s what people want to read. They don’t have the time to go through millions of articles, in search of the best content.
They want to read content that others have read and liked. They want to read content by popular bloggers.