Tired of hearing the phrase “content is king”?
For many marketers, it feels overused—but does it still hold true today? And if yes, what makes content so vital?
The Origin of ‘Content is King’
Back in 1996, Bill Gates published an essay that reshaped digital marketing. In it, titled “Content is King,” he predicted that most revenue generated online would come from content, much like television broadcasting.
Gates also highlighted a revolutionary idea—that content could act as a great equalizer since anyone could produce and share it online:
“One of the fascinating aspects of the Internet is that anyone with a PC and a modem can publish their own content. In many ways, the Internet is the multimedia version of the photocopier, making duplication cheap regardless of audience size.”
Decades later, the question remains—does this principle still stand strong?
To explore, I polled marketers and business owners on Twitter about whether content still rules and why (or why not). The responses were divided—most agreed content continues to dominate, though some feel its influence is fading.
What stood out were the reasons—opinions varied, but many still saw content as the foundation of online success. So, is content still king? And why does it remain essential more than twenty years after Gates’ bold prediction?
Why Users and Google Value Content
Most survey participants agreed: content holds its crown because both Google and users prefer it.
The evidence is clear. Research examining over 11 million search results revealed that the average word count for first-page Google rankings is 1,447 words.
That’s a substantial amount of content.
Although Google rarely discloses exact ranking factors, seasoned marketers—and even some Google insiders—consistently point to one factor: high-quality content is the key to strong rankings.
It’s not only Google that values content—audiences do as well. In fact, worldwide content consumption online doubled in 2020.
Content also plays a major role in lead generation. Businesses that publish blogs attract 67% more leads each month compared to those that don’t. This explains why companies now dedicate around 41% of their marketing budget to content initiatives.
But there’s an important detail that often gets missed—content isn’t limited to blog articles or e-books. One of the most common misconceptions is assuming content only refers to text-based formats.
In reality, content spans multiple formats: videos, podcasts, social media posts, interactive tools, and even virtual reality experiences. Strong content in these forms also creates “linkable assets,” naturally encouraging backlinks because people find it valuable and engaging.
For perspective:
- 📌 HubSpot reports that 93% of marketers consider video essential to their strategies.
- 📌 More than half of U.S. consumers over 12 years old regularly listen to podcasts.
- 📌 Interactive formats are 39% more likely to be rated “very effective” in educating buyers than static ones.
If your focus is solely on written content to satisfy Google or attract visitors, it might be time to diversify.
Content and Search Rankings
Over 15% of marketers surveyed believe content remains king because it improves visibility in search engine results pages (SERPs).
This is true—partly.
Google’s mission is to deliver the most relevant and useful answers for every search query. While it may seem like producing more content should boost rankings, the reality is different.
Success in SERPs doesn’t come from quantity, but quality. Fifty poorly written posts won’t outperform a few in-depth, well-researched articles.
While adding more content can boost your visibility in search results, the real key lies in focusing on quality. Strong, high-performing content should include:
- Originality: Google continues to penalize duplicate material, so focus on creating unique pieces. Fresh, original content also delivers more value because it gives users insights they can’t find elsewhere.
- Answering questions: Addressing user queries improves the overall experience and increases your chances of appearing in Google’s featured snippets—the highlighted answers at the top of search results.
- Accuracy: Support your claims with statistics, references, and credible sources. This not only builds trust with your audience but also makes your content a resource others are likely to link back to.
- Reader engagement: Content should capture attention and encourage interaction. Use hooks, ask questions, and include interactive features like polls, quizzes, or surveys to keep readers involved.
- Visual support: Break up long-form text with images and videos to make content more digestible. Visuals also present another SEO opportunity through optimized alt tags.
- Clarity: Avoid unnecessary filler. Keep content sharp, clear, and focused, ensuring every heading and section provides value to the reader.
- Consistency: Quality alone isn’t enough—regular publishing is essential. Build and stick to an editorial calendar to maintain steady growth and visibility.
It’s also important to remember that ranking in the SERPs depends on more than just content. Factors like page experience, Core Web Vitals, and overall site performance also play a role. At the same time, having too little content on your website can hurt your chances of ranking well. If producing consistent, high-quality content feels challenging, that’s an area where expert support can make a big difference.
Content Helps With Keyword Optimization
Our survey found that 15.3% of respondents believe content remains king because it supports keyword optimization.
And that makes sense—keywords are still at the heart of SEO.
However, keyword optimization is no longer about simply stuffing terms into meta titles and repeating them throughout your article.
Google’s algorithms, particularly RankBrain and Hummingbird, have made search far more sophisticated. Years ago, the strategy was straightforward: identify a low-competition, high-volume keyword, write a blog post around it, promote it, and build a few links. Rankings often followed.
That approach doesn’t work anymore.
Today, both Google and users expect more. To rank for a phrase like “how to do SEO,” for example, you can’t just publish multiple posts on SEO. You need to consider related terms, long-tail keywords, and above all, the overall user experience. Site speed and technical performance also matter.
Still, well-written, valuable content remains a cornerstone of keyword optimization—just keep in mind that it’s one piece of a larger puzzle.
Is Content Losing Its Crown?
Interestingly, just over 10% of those surveyed felt that content may be losing its dominance.
In many cases, this sentiment comes from fatigue. People are tired of hearing that content is the ultimate solution in digital marketing, especially when strategies like SEO, PPC, technical optimization, social media, and link building also play vital roles in driving visibility and conversions.
Searching “content is dead” brings up countless results, but most arguments don’t stand up to scrutiny. Here are some common perspectives critics share:
- 📌 CMSWire notes that brands are overwhelmed by producing endless content, while audiences are frustrated with low-quality, sales-driven material.
- 📌 Dreamgrow suggests content marketing is over and claims storytelling is now the priority.
- 📌 Mark Schaefer argues that content marketing isn’t sustainable because while our ability to consume content is limited, the volume of content is doubling every 9 to 24 months.
At their core, these claims point to a single issue: audiences are fed up with poor-quality content.
Consumers don’t want thin, 500-word posts that provide little substance and are designed only to sell a product or service. What they’re seeking is genuine value.
Here’s the reality—audiences never wanted to consume low-quality content. In the past, weak content might have helped you secure rankings, but it rarely converted into loyal, long-term customers.
So, what’s different now?
In truth, not much has changed. People still want content that informs, persuades, and delivers genuine value. What has shifted is the type of content they prefer. When Bill Gates wrote his essay in the 1990s, simply sharing a photograph online was a big deal. Today, users expect richer experiences—videos, podcasts, online courses, and interactive formats are now in high demand.
Modern audiences consume content across multiple formats—visual, audio, and interactive.
And while newer ranking signals like Core Web Vitals are becoming more important, they can’t elevate a site on their own. Even flawless user experience won’t matter if there’s no content for visitors to engage with.
Instead of assuming content has lost relevance, it’s worth taking a closer look. A site audit can reveal underperforming content and highlight other issues, such as slow page speed, that may be holding your site back.
Conclusion
Content hasn’t lost its crown—it has simply expanded its kingdom.
Despite claims to the contrary, content remains as influential as ever. Google values it, users continue to consume more of it, and it’s still a driving force behind higher search rankings.
What’s changing is how we approach it. Google now uses advanced algorithms to understand context, which makes incorporating related and long-tail keywords more important than ever.
Meanwhile, audiences are moving away from bland, sales-driven content and seeking out richer experiences. That means formats like video, podcasts, and interactive tools are set to become the standard.
FAQs: Content is King – A Data-Driven Perspective
Q1. What does the phrase “Content is King” mean?
The phrase suggests that content is the most valuable asset in digital marketing, as it drives engagement, builds trust, improves rankings, and generates leads.
Q2. Who coined the term “Content is King”?
Bill Gates introduced the concept in his 1996 essay titled “Content is King,” where he predicted that most revenue on the internet would come from content.
Q3. Why is content still important in 2025?
Content continues to matter because Google values high-quality content for ranking, and users prefer engaging, informative material. It also helps businesses attract leads, build authority, and enhance online visibility.
Q4. Does content only mean blogs and articles?
No. Content includes videos, podcasts, infographics, social media posts, courses, interactive tools, and more. Written content is just one piece of the puzzle.
Q5. How does content affect SEO rankings?
High-quality, original, and keyword-optimized content improves visibility in SERPs. Google rewards websites that provide valuable, relevant information backed by good user experience.
Q6. Is content losing its relevance in digital marketing?
Not at all. While some believe content is losing impact, the reality is that the type of content users prefer is evolving. Formats like video, audio, and interactive media are gaining more traction.
Q7. What makes content high-quality?
Quality content is original, accurate, engaging, well-structured, visually supported, and published consistently. It answers user queries and provides real value.
Q8. How often should businesses create content?
Consistency is key. Regular publishing—guided by an editorial calendar—helps improve rankings, maintain engagement, and build long-term trust with your audience.
Q9. Can poor-quality content hurt my website?
Yes. Thin, duplicate, or overly salesy content can reduce trust, drive users away, and even lower your rankings on Google.
Q10. What type of content works best today?
A mix works best—blogs for SEO, videos for engagement, podcasts for reach, and interactive formats for user experience. Diversifying content keeps audiences interested and improves overall performance.
