--- title: "Wednesday Buzz: What If Content Isn’t King?" id: "29381" type: "post" slug: "wednesday-buzz-what-if-content-isnt-king" published_at: "2015-07-22T18:32:53+00:00" modified_at: "2026-03-16T14:21:14+00:00" url: "https://associationsnow.com/2015/07/22/wednesday-buzz-what-if-content-isnt-king/" markdown_url: "https://associationsnow.com/2015/07/22/wednesday-buzz-what-if-content-isnt-king.md" excerpt: "A marketing pro tries to pop the content bubble and offers an alternative means to boost your efforts. Plus: Say hello to the double opt-in introduction." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "Business" - "content strategy" - "event ideas" - "Marketing" taxonomy_content_format: - "Article" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Wednesday Buzz: What If Content Isn’t King? Ken Honeywell, president and creative director at [Well Done Marketing (opens in a new tab)](http://www.welldonemarketing.com/) , really wants to depose content. [In a post on the company’s blog (opens in a new tab)](http://www.welldonemarketing.com/2015/07/content-is-not-king-why-no-one-cares-about-your-web-content/) , he condemns the oft-repeated phrase “Content is king” and offers an alternative to gain your allegiance. As he admits, the logic behind the content spree was sound: “Everybody’s on the Internet all the time. You really want prospects to come to your website. Great content that speaks to their needs is the best way to get them there.” But the crux of Honeywell’s argument for content regicide is that while content may be everywhere, it’s not the most important part of an outreach strategy, let alone the “king” of the marketing process. Instead, Honeywell contends that “the idea is still king.” “The great idea. The bold idea. The funny, shocking, inspiring, attention-getting, amazing idea is king,” he writes. So the next time your association revs up a fundraising drive or wants to generate more awareness, perhaps spend more time thinking about central, compelling concepts, and less time thinking about content assembly lines. ### Archive of the Day **Looking to get ahold of news footage** from a bygone era or event? Previously, you’d be stuck searching through dubiously sourced video clips across the Internet. But now, [British Movietone and the Associated Press have partnered (opens in a new tab)](http://www.ap.org/content/press-release/2015/ap-makes-one-million-minutes-of-history-available-on-youtube) to bring more than 550,000 video clips to YouTube. ### Other Good Reads **“If you were going to create a competitor** that would completely destroy you … what would it consist of?” Take a deep breath and go along with the rest of association consultant [Meredith Low (opens in a new tab)](https://twitter.com/lowmeredith) ‘s [intriguing brainstorm here (opens in a new tab)](https://meredithlow.com/facing-the-monsters/) . **Discover the secret of the double opt-in introduction** with CB Insights CEO [Anand Sanwal (opens in a new tab)](https://twitter.com/asanwal) ‘s walkthrough of how to improve your email intros [via Quartz (opens in a new tab)](http://qz.com/457699/youre-probably-doing-email-introductions-wrong/) . **As the situation grows increasingly dire for Adobe’s Flash**, [due to security concerns](http://associationsnow.com/2015/07/tuesday-buzz-personalization-privacy-polar-opposites/) , *CMSWire* contributor [Erika Morphy (opens in a new tab)](https://twitter.com/emorphy) offers some calming advice for those fearing [“the end of Flash.” (opens in a new tab)](http://www.cmswire.com/digital-marketing/why-digital-marketers-dont-fear-the-end-of-flash/) (Michiel2005/Flickr) [Morgan Little](https://associationsnow.com/author/morgan-little/) Morgan Little is a contributor to Associations Now. [More articles by this author](https://associationsnow.com/author/morgan-little/) Tags: [#Business](https://associationsnow.com/tag/business/) [#content strategy](https://associationsnow.com/tag/content-strategy/) [#event ideas](https://associationsnow.com/tag/event-ideas/) [#Marketing](https://associationsnow.com/tag/marketing/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [VideoThe Adaptive Leader: Integrating Values and Strategy to Thrive Under New LeadershipDecember 15, 2025](https://associationsnow.com/2025/12/15/the-adaptive-leader-integrating-values-and-strategy-to-thrive-under-new-leadership/) - [PodcastThe Next Chapter What’s Ahead for Future-Ready AssociationsSeptember 25, 2025](https://associationsnow.com/2025/09/25/the-next-chapter-whats-ahead-for-future-ready-associations/) - [VideoAssociation Leadership and Strategy Alignment with Tim HopkinsFebruary 12, 2025](https://associationsnow.com/2025/02/12/association-leadership-and-strategy-alignment-with-tim-hopkins/) - [VideoRecap from the 2025 ASAE MMC+Tech ConferenceMay 19, 2025](https://associationsnow.com/2025/05/19/recap-from-the-2025-asae-mmctech-conference/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2015%2F07%2F22%2Fwednesday-buzz-what-if-content-isnt-king%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !