A new king is in town. 

‘Content is king’ used to be the marketing comment of the decade.

At a time when inbound marketing began reinventing the game, content was definitely ruling the roost and was a king in its own right. 

In that season, content consumers were lapping up every single blog, podcast, ebook, and video. 

Every decent piece of content seemed eligible for a bunch of email addresses.

However, when its drip became a deluge, content wasn’t driving demand any longer.

That’s when content started getting dethroned by conversation as the new king. 

It’s no longer enough to create good content and sit back on your throne because the world doesn’t need one more ebook. 

What it needs is a conversation where value is created, captured, conveyed, converted, and cherished.

Today’s content needs to step up its game and go beyond informing people to persuading them to connect with the creator. 

What content needs to ensure is a connection and, if possible, a conversation.