Content is not everything, but it is 100%

This sentence may seem strange at first: “Content is not everything, but it is 100%”, but I came to this conclusion from two maxims: one coined by the comedian Falcão: “Money is not everything, but it is 100%” ( parallel with the joke “money is not a problem, it is a solution”), and the other “The medium is the message”, by Canadian sociologist Marshall McLuhan, when theorizing about global communication and the relationship of content with its effects on society .

What do you mean?

The human being is surrounded by communication, and constantly needs to transmit some information (content) to someone or to others. This need is present at an early age, where crying – with intensity and vigor – indicates our dissatisfaction with the new habitat, hunger, cold or any other discomfort.

Once we have mastered the means available, and in order to communicate more efficiently, we adapt our message, from crying to words, to inform our needs and get exactly what we want. Going further, we learned that each audience needs adjustments, both in terms of words and accessory elements (intonation, gestures, graphics, etc.) so that we can make ourselves understood with precision. And the more tools or channels we have to learn to strengthen our communication, the more assertive we can be when going over our content.

Some phrases to philosophize:

“Whoever is silent, consents.” – When we do not exercise our right to express our opinion, we can say that our content is the silence that concludes in accordance with the status quo.

“The mouth speaks of what the heart is full” – If we are passionate about something, it is natural to speak more often about the object of our passion. It is a subject that gives us pleasure and impels us to communicate to others what we feel, and why we spend our time cherishing such concepts and values.

“Love comes from applause” – When we admire something to the point of publicly communicating our esteem, we know that its essence pleases us, and we are unable to remain silent in the presence of it. This admiration generates appreciation, which will make us unconsciously defend the reason for our affection and its content. Without knowing it, we become ambassadors of other people’s ideas, which gradually also become ours.Who are we going to communicate to?

Who are we going to communicate to?

Choosing a vehicle that makes our message reach our audience efficiently is an introduction to reflect on the thesis: “the medium is the message”. In other words, if we decide to communicate our content via Radio, we are already automatically indicating that our audience does not even need to be literate, just that they are not deaf and speak Portuguese. Furthermore, if we intend to use the internet as a means of passing on our content (as we are doing at this very moment), it is because we want to communicate with people who know how to read, and have sufficient technological skills to find our message in the vastness of the Internet.

With that in mind, we apply the concept of Inbound Marketing, which has the essence of talking to those who want to listen, and answering the questions that were asked, presenting concrete solutions to real problems. It is a counterpoint to traditional propaganda, which shouts with a megaphone in the square offering a solution, in the hope of bumping into someone who has the problem. In this way, we will be swimming in favor of the current, watching the waves to optimize our efforts to catch the wave at the right time when someone shows real interest in our solutions and offers.


It may seem complicated, but it is actually a very simple, logical and efficient methodology. Just be ready to invest in the right channels and take your message to anyone who is interested, not to anyone who might be interested.

If you have mastered a particular subject, you may as well use your experience and share your knowledge while generating new business. This is basically combining the useful with the pleasant, since many people can benefit from new content, or with their unique approach on a given subject, and that is to generate content.

Your content can attract visitors through search engine searches and, when accessed, it can generate greater knowledge of your brand, product or service (discovery), in addition to generating more traffic to your website, which is always a good bargaining chip. in these times of virtual transactions.

Content – Information is today’s product

In 1996, Bill Gates (himself) wrote an essay entitled: “Content is King” (Content is King *) in which he presented the content itself as the product of the future, and prophesied that anyone with a computer and Internet access would be able to create content. He was right, but he did not count on the various revolutions that the internet has gone through since then.

The proposed business model, based on content sales, did not work exactly as expected, as there will always be people producing quality content for free, and today the model that still works best is that of sponsored links and advertisements related to the user’s consumption profile. (the essence of CRM).

Companies like Google and Facebook soon realized the potential for generating content from Internet users themselves and applied “power to the people” in their business models, making both companies have highly profitable sites. Take, for example, the popularity of YouTube, which uses videos of its own users to make money from ads. The difference is that Google has always been willing to share a slice of the pie, which Microsoft and Facebook never admitted to doing.

* The phrase “Content is King” is originally attributed to Sumner Redstone, CEO of the entertainment mega-corporation Viacom.

Conteúdo Não é Tudo, Mas é 100%Cotente isn’t everything, but its what matters

At this point in the conversation you can say: “I already know who I want to talk to, and the channels that my audience is attending“. Great, so get to work!

We already know that the content is what attracts the visitors and therefore it must be taken very seriously. However, several studies have already confirmed that good design conveys confidence to the visitor, and that presentation is often the deciding element for the recipient to pay attention to the message.

Some authors complement Gates’ concept with “If content is king, distribution (context) is queen.”, Indicating that both should go together and that the appearance of your website / blog has the ability to attract or not to visitor’s attention, in addition to the fact that targeted, contextualized distribution is the one who really defines the acceptance of your content.

That is, in order to attract the target audience to our message, we basically need to have two things:

  1. An attractive and contextualized visual presentation to “earn the right to be heard”.
  2. Relevant and thought-provoking information, so that the message is assimilated and generates a positive reaction

For the first point, it is important to think about usability and responsive design, essential points in attracting, maintaining interest and gaining the visitor’s trust, which as we consume our content gradually changes from our consumer to our brand ambassador products.

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Even if you have the “most beautiful website in the world”, super attractive, intuitive and responsive, many people still don’t know it or even know that their company exists. Currently, the most used way to find something on the internet is a search engine (Google, Yahoo !, Bing, etc.) and that is where your audience is, daily researching the subjects you could be writing about. How about starting now?

[cta “eBook: 15 tips for not making mistakes when writing to your audience”]

The truth is that for search engines it matters little if your site is ugly or beautiful, but if it is well written, if you use HTML semantics correctly and if you respect good SEO practices. The combination of an attractive design that conveys confidence with relevant information is what will make your visitors like, comment and share your content. And in view of that, I can only say that for the Internet user, the content is not really everything, but for Google, it is 100%.

If you already have a website, consider doing a free performance and placement analysis.

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