Content is king. AdWords is queen

We have already mentioned it in previous articles, and it is a very common phrase in the digital marketing and advertising industry: “content is king”. Basically because the Internet is a media, and in any media content is the fundamental constituent. Advertising is the second constituent.

Bill Gates wrote an article in 1996 where he mentioned the following:

“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”

Google gives the results of the searches based on an algorithm very complex and unknown by third parties, but where it mainly gives priority to the quality and relevance of the contents published in the websites, and the contents are more and more important in the list of variables that the Google algorithm contains. Google says that content and links are the two most important variables in the search algorithm.

If you want to be at the top of Google organic results, then you need to post in your website Blog, content with quality and relevance to your audience on a frequent and constant basis, depending on your capabilities and needs.


Content is king
Content is king


If you have a content production team in your company, start publishing, otherwise you must hire a marketing and digital advertising agency to produce the content for you.

What is recommended within a digital marketing campaign is a strategy for producing, publishing and distributing content on the Internet.

Depending upon the needs of the company and the customers, an annual content strategy will be designed and planned, with topics of importance and relevance for the company’s prospects and clients, and with this planning you will begin to produce the contents.

The first version of the content should be a “story” in text format that educates and entertains, which can then be used as a “script” for the production of other content formats, such as videos, images, infographics, podcasts, and presentations.

The content should be published in the company website blog, and then it is recommended to be posted in the company business pages in social networks like Facebook, Google+, Twitter, LinkedIn, YouTube, Pinterest, Instagram, Slide Share, Sound Cloud.

The video formats will be published on YouTube, and the images, photographs, and infographics formats will be published in Pinterest and Instagram. Presentations will be posted on Slide Share, and podcasts will be published in Sound Cloud, and then all content formats can be posted on the company business pages in Facebook, Twitter, Google+ and LinkedIn.

This is a constant and frequent task that must be treated very seriously by companies if they want to be found on the Internet by their clients and prospects.

In addition, the frequent and constant production, publication and distribution of relevant content generates many other benefits for the company besides positioning itself in the first places of Google results.

Among these benefits we can mention the creation of prospects and client communities in the company social networking business pages, and it is a very good channel to help and support the company clients and prospects.

In addition to the creativity required for the design and production of the content, and the strategic planning of the subject, certain technical skills are also required in the publication and distribution of the same to comply with the search engine optimization guidelines. Such as the use of key words and phrases related to the company business, and the use of meta tags in the different content formats.

The Internet and social networks arrived to stay, so it is recommended for every company a strategy for production, publication and distributions of content in the Internet. 50% of the world’s population is using the Internet, and most of them are social networks users.

People today spend more time being online than in television, radio, movies, or the print media. The new media is Internet and the new hobby is social network. There is still a long way to go, it’s a very new but strong trend. Much remains to be developed. In future articles we will write about AdWords is queen. For the time being, content is king and advertising is queen.


This article was written by Julio Sanoja Rial, CEO & Founder of LeAds, a Google AdWords agency that you can visit at

You can read our previous article in the following link:

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