{"id":14210,"date":"2012-07-31T09:47:19","date_gmt":"2012-07-31T16:47:19","guid":{"rendered":"http:\/\/content26.com\/?p=14210"},"modified":"2017-02-22T08:58:47","modified_gmt":"2017-02-22T16:58:47","slug":"stick-drive-convert-is-content-still-king","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/stick-drive-convert-is-content-still-king\/","title":{"rendered":"Stick, Drive, Convert: Is Content Still King?"},"content":{"rendered":"

If you’ve been around for a spell, you might recall the browser wars of the last century. Alta Vista<\/strong>, Lycos<\/strong>, Excite<\/strong>, Yahoo<\/strong>. Those were the pre-Google<\/strong> days, when it was all about the\u00a0Field of Dreams\u00a0<\/em>model of\u00a0gaining eyeballs through “portals.”\u00a0You build a portal with a search engine and content, and the masses will come.<\/p>\n

Infoseek<\/strong> was one of those search engines until Disney<\/strong> bought it out. Disney content with Infoseek algorithms.<\/em>\u00a0Imagine that! Who wouldn\u2019t want that as their desktop home page?<\/p>\n

\"Content<\/a>It was in the announcement of that buyout that the CEO of Infoseek at the time justified the merger with the statement, “content is king.”<\/p>\n

Overthrow the Clich\u00e9<\/strong><\/h2>\n

The search engine wars resulted in a lot of casualties, thanks to Google. But one thing that survived those wars, and then survived Y2K, 9\/11, the Red Sox winning the World Series, Charlie Sheen<\/a>, the Twitter<\/strong> revolutions<\/a>, and an unhealthy obsession with doomsday myths<\/a>, is that statement: “content is king.”<\/p>\n

So much so it\u2019s become a clich\u00e9. And like all clich\u00e9s, there’s both profound truth behind it and massive ignorance about what it actually means and how to employ it for your company.<\/p>\n

Getting Content Right<\/strong><\/h2>\n

If you’re a graphic novel publisher, that statement will mean one thing to you. If you manufacture pipe fittings, it will mean another. And if you’re a retailer that sells pipefittings (or graphic novels), it should mean something else entirely.<\/p>\n

In this series of posts, I’m going to explain three imperatives of content creation: Stick, Drive, Convert<\/em>. I hope the series will make it clear that not all content is created equal.<\/p>\n

The Ping Takeaway<\/strong><\/h2>\n

Understand Stick, Drive, Convert<\/em> and your product will become the king of e-commerce. Get this wrong and you risk ending up with ineffective, overpriced content that drives away online shoppers.<\/p>\n

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If you’ve been around for a spell, you might recall the browser wars of the last century. Alta Vista, Lycos,…<\/p>\n","protected":false},"author":2,"featured_media":25504,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[789],"tags":[909,19],"yoast_head":"\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\t\n\n\t\n\t\n\t\n