The King is Dead, Long Live the New Content.
By Yeoh Siew Hoon
Monday, 29th October 2012
I heard it again on the podcast our 'Unplugged Plus' Marketer of the Year, Kathleen Tan, did with a local radio station right after her win at the WIT Conference – content is king.

Photo below: "The Future of Content" panel at WIT, from left, Ross Veitch, CEO, Wego; George Mitchell, CTO & co-founder, Circos Brand Karma; Prof Adrian David Cheok; Gordon Locke, president, DCustom; and Melissa Yang, CTO & co-founder, Tujia, China.

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Yes, it's been uttered many times but a point worth noting is that the king has changed.

He's gone from a simple king with basic necessities to one that has a growing, voracious appetite for content. He wants it in all forms – text, images, videos, mixed reality – and he wants it across different channels. He then wants to be able to deliver all this cost-effectively to his subjects in a way that is relevant and contextual so that it inspires them into action right away.

So remember the early days of the web when it was supposed to be simple for us to communicate with our customers – set up a website, put up some content, do a little search engine optimization or marketing – and then you could count the hits, clicks and conversions.

Well, those days are over.

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