What is Content?

Posted by Ka-Lok Ho

What is content marketing strategy?

Content. Content. Content.

Everyone is constantly talking about content marketing strategy, but so many people are doing it wrong that it’s almost become a dirty word – we’ll get to that later.

What actually is content?


Firstly, let’s break down what it is not.

It’s not advertising, it’s not selling, it’s not a 24/7 outlet to flog your wares. It’s not a funnel. It’s not another metric.

So what should it be?

It’s trust building. It’s helpful conversation. It’s audience engagement. It’s audience alignment. It’s attention cultivation. It’s value exchanging.

It’s about telling your story and perspective. Whether a brand or personal brand, what separates you isn’t your product or service, someone with more money, more charm and more innate talent can come along tomorrow and begin to compete with you. 

What separates you from everyone else is your perspective and your story. In a landscape where it’s a race to the bottom, your story is why people will choose you over your competitor.

And through your content, is the medium for you to tell your story.

Content is about connecting first.


Content = conversation = community = connection.

If you’re doing it right, you’re strengthening customer loyalty in the most transparent, helpful and authentic way possible. So that when you need your audience to take action, they feel compelled and would be delighted to do so.


Funnels, ladders, pyramids, KPIs ROI, CTR, CPA, OMG, WTF…

It’s sounds like a crap board game combining Mouse Trap and Boggle.

If those things are what you’re most concerned about when it comes to your content strategy, you may as well make a sign and play N’SYNC – BUY BUY BUY.  

Sure those metrics are a good yard stick to measure some of your progress, and yes it’s helpful for a tactical understanding of your performance, but it doesn’t have to be so technical.

If that’s your current approach, you see your customers as another number in another spreadsheet, and you’re missing out on the best part of making content.

Content has become a dirty word because there’s always an ulterior motive, because those who are doing it wrong have tainted what it could be, what it should be.

It’s not about more likes, more followers, more subscribers.

There’s one rule in content, one strategy, and that’s just to connect.

If there’s a metric that you insist on measuring, then measure your comments. 

Who is trying to start a conversation with you?

👌🏼👍🏼 😍 Emoji responses do not count. 

Cool! and great job do not count.

How many are seriously interacting with you? Are you responding to every single one?

Here’s a tip, ask your audience to do something simple, ask them what their favourite colour is, what city there from maybe. Something that doesn’t take much effort.


Find out how many people respond to you. Those are your true advocates. There, is the true value. Those connections are the true ROI of your content.

Attention cannot be bought, only traded. So what are you trading of equal value? 


Want to connect with me online?

Join me on Instagram where I post daily, sharing my process, behind the scenes on projects and lessons learnt in my business and personal development. @kalok.ho