Bill Gates first coined the phrase ‘content is king’. It was the title of a piece published on the Microsoft website in 1996, in which he predicted that content would be where much of the real money would be made on the Internet. And he has turned out to be right – online behemoths like YouTube, and even Facebook, are largely content providers, with advertisers then paying handsomely to feature on these sites.
But what Gates didn’t predict in his piece is the extent to which firms would use content to market their own products and services.
At present, content marketing is more important than ever.