Content is Still King, But Here’s Why You Need to Up the Ante to Succeed in 2021

February 5, 2021

If you want to sell a product, secure clients, build a community around your thought leadership or expand brand awareness, you have to communicate with the public. Your success depends on your ability to convey your message effectively to the target audience. Content is still king and an essential element in your success. But the reality of 2021 is that you’ll need to work a lot harder to be heard.

Content is King Over a Crowded World

It’s no secret that the online world has become the preferred portal for staying connected, securing information, and purchasing products and services. An updated January 2021 OptinMonster report says that blogs are the 5th most trustworthy source for gathering online information. However, the digital world has become saturated with the written word. According to Growth Badger, there were more than 600 million blogs in 2020. OptinMonster predicted that the number of bloggers would grow to 31.7 million in 2020.

Content is a Prerequisite of any Successful Digital Marketing Strategy

The most impactful way to build brand identity is by creating and publishing content that is informative, authentic, and engaging. You want people to find you not only by googling a topic but by searching specifically for your name or company name.

  • Companies that have website blogs experience, on average, 67% more leads than companies that don’t include a blog. (DemandMetric)
  • “Content marketing generates over three times as many leads as outbound marketing and costs 62% less.” (Content Marketing Institute)
  • Content marketing is like having an ongoing conversation with your consumer audience. It affords you an unprecedented opportunity to build long-term relationships and a network of followers around your company or personal brand. Many things have changed in our digital business world. But, one factor that has remained steady is the power of connections.

    Content is More Than Your Website and Blog

    Your website and blog are only one kind of digital content. Engaging, trending, and authoritative articles on your website will help you reach your objectives. But your digital content is more expansive than this. It includes:

  • Newsletters
  • Videos
  • Podcasts
  • Infographics
  • E-books
  • Whitepapers
  • Case studies
  • Social Media posts
  • Masterclasses
  • Webinars
  • Content is Still King in 2021, But You Have to Up the Ante

    SEO has become more taxing; social media exposure is more limited. You need to up your game to succeed in the high-traffic digital world. For example,

    1. What outcomes do I hope to achieve with my content?
      • How will I measure success?
      • What tools do I have in place right now to succeed at a content marketing campaign?
      • What distribution channels will help me reach my goals?
    2. Invest in live video and webinar content
    3. Repurpose your content
    4. Translate your content to reach international markets


    Content is still king because it’s the most effective, cost-effective marketing strategy in the world. The digital marketplace is exceptionally competitive. Only high-quality, SEO-optimized, authentic digital content will amplify your name in the crowded online marketplace.

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    Stonehenge Team

    Article written by our Stonehenge Digital content team in collaboration