Content IS NOT king… Relationship is

August 5, 2010 - Last Modified: September 25, 2012 by Famous Bloggers Editor 1,582

In case you haven’t noticed, people are social animals.

(As an aside, having just graduated college, the question of whether they’re more social or more animals is still up in the air haha).

As social animals, a part of us seems to yearn for connectivity; to share, to be acknowledged and to acknowledge others.

This, my friends, is blogging.

The Wrong Turn

Many bloggers view blogging as a means to an end, as a way to make more money, receive more praise, or achieve a goal they’ve set. To me, this rips the heart out of it. Of course blogging can be used for any of these three (I have to admit, I’ve never really been a huge fan of the word “use”) but when this becomes the primary purpose and motivating factor behind creation, then the creation itself becomes lackluster.

Friend Group 1 & Friend Group 2

Think about it. We have friends, and then we have friends. What’s the difference? The first group we use, not in a vindictive or evil sort of way, but they function as a means to an end for us. They connect us to the information, sporting tickets, job performance rating, or free concert that we desire.

The second group of friends? These are the ones that we call just to call, that we find ourselves asking “How are you” and then really listening for the answer. These are the ones that mean something and who challenge us to grow, experience life, and… are you ready for it? INTERACT.

Interaction is what makes a good blog. Heck, interaction is what makes a good life.

Which friend group is more fulfilling and drives you to invest more, be creative, and discover your passion? You know the answer.

Content IS NOT king

Contrary to popular belief, blogging isn’t a newspaper or encyclopedia and content IS NOT king anymore. At least not the content most people are describing when they use this phrase. What is king now?

Relationship.

If you want to build a sustainable blog, no matter the niche, you’ve got to build relationship. This throws people off because relationship, just like in the real world, takes time.

A Sprint or A Marathon

Viewing your blog as a sprint to reach some imaginary finish line causes you to burn out just like it would with a “real” relationship in the physical world.

Picturing your blog as a marathon where there is no finish line and you’re running simply because you love to run? Well, in that case, don’t be surprised if some other runners start running with you, if you make some friends along the way. (The movie Forrest Gump comes to mind).

How To Build Relationship

Be Personal and Be Personality:

We all have our own personality. Whatever yours may look like, let it shine through. Speak from a position of “I” and to the reader as “you” and “us.” If you’re in a service industry or niche, tell people why you’re providing them with the information you’re providing; because you care about them and want to see them succeed. Then, and here’s the clincher, actually care and help them succeed.

A Little Goes A Long Way:

With the fast pace of the world people aren’t used to others actually desiring to have a relationship with them. What does this look like on your blog? Slow things down, type the extra word, and respond to every commenter if possible. Relate an old comment a user made with a new one they just posted. Don’t get to know the comments, get to know the commenter. Notice someone’s work, and yes, they feel proud. Notice someone as a person, now that’s relationship.

“Thank You” Are Your New Favorite Words!

Plain and simple, people want to be heard. When you take feedback and implement it, when you take a comment and turn it into a post, when you acknowledge a contribution, no matter how big or small, people feel heard. They feel important and they feel that their relationship to you matters, that it makes a difference in the grand scheme of things. Pick a reader and send a personal email of thanks once a day. Over time, it’ll change your community.

Pulling It All Together

In the end, there’s no magic pill. Blogging isn’t a different form of communication from what we experience in the real world, it’s simply an extension. To create something you’re truly proud of, you must create a relationship that isn’t self serving.If you want to be successful, be patient and invest in others. You don’t have to “use” your community to achieve your goals. Treat them right, and they’ll work with you. Content is only still king in as much as it leads to relationship.

So, leave me a comment, I’d like to know what you think. More importantly than that, I’d like to know who you are 😉

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{ 127 Responses }

Brian says:

By the way I love Forrest Gump. Even though a fictitious character he has influence a great deal of people. Most of all when blogging you must be yourself. Quit trying to be someone else and you will attract people of the like mind and follow you for who you are. Thanx Chase.
Samantha says:

When I first started blogging, I launched several "little" projects, and it was hard for me to follow comments... building relationships. I realized the lack of interest I had in keeping up with so many random blogs, and the self-necessity in building less sites, but that are closer to home. Meaning I actually have an extended interest in developing them over time as they're more dear to my heart and lifestyle.
Mark says:

I agree that content is NOT king in that pretty much everything that can be said has been said a million times over just in different ways. For this reason relationship building is VERY important. However, I still feel that content IS king if, in a rare instance, a blogger or coder can come up with something that is entirely new and out of the box in terms of ideas. But with respect to relationship building, I still think it is the most important part and the best way to build is to "over-deliver". Thanks for the unique perspective, Chase. mark
Dan says:

Thank you chase! A really insightful post into world/universe of blogging. Trying to work out why I'm blogging myself. This has certainly given me some pointers. Original idea, blogging = write a ton of posts, google gives me that special love time= Cash time. Mentioning movies, you can really tell the difference between a cash cow and one made just for the love of making it. Hopefully I can evolve into a different type of blogging animal. In any case the journey should be fun. Thanks for lighting up part of the path for me.
Mike says:

Great article, and specialty how to build relationship part got me. Thanks for posting this. Mike
Usama says:

If content is king then social media or relationship is queen. Also interacting with other bloggers, Thanks.
Jon says:

But surely content helps build relationships, and good relationships lead to new content through communities? I still think that content is king. Without any substance all talk is just a lot of hot air!
TJ McDowell says:

Genius! I think you're right that what people really want is to be noticed. I just read a book on how to win friends and influence people, and I think this is exactly the point that the book makes. People like to feel important and connecting with a person establishes a more lasting connection than does connecting with a topic.
- Chase Brumfield says:
  
  "Connecting with a person established a more lating connection than does connecting with a topic." Extremely well said TJ. Thanks a lot for the comment. Care to share the title and author of the book you read? Give. Get. Give. Chase Brumfield
  - TJ McDowell says:
    
    Sure - the book is How To Win Friends & Influence People by Dale Carnegie. It's been around for a while, but it's a great read.
Laura Paulson says:

Hi Chase, I really enjoyed this post and that is so true. You hear "content is king", "content is king" all the time but ultimately it really is about the relationships. I'm pretty new to blogging and I believe you start by providing valuable content and by doing that and engaging your readers, the relationships build over time so it is a process. Good stuff! Thanks, Laura
- Chase Brumfield says:
  
  Thanks for the comment Laura. Keep your chin up with blogging, like I said, it's a marathon not a sprint. If your doing it through a focus on relationships however, you can guarantee that it will pay off eventually in one way or another. Perhaps not the way you envisioned... but it will. Patience is a virtue as they say. Give. Get. Give. Chase Brumfield
Harshit Singhal says:

Its great to see that you actually take the time to read all the comments & reply to them on a one to one basis. Will keep on commenting on your posts.
- Chase Brumfield says:
  
  Thanks so much Harshit. It would be horribly ironic if I wrote an article on relationships and then didn't try to form some with people who took the time to comment haha. I look forward to hearing your thoughts on future posts that I write and feel free to check out my blog as well by clicking on my name to see if it interests you. We'd love to have you commenting over there as well ;) Give. Get. Give. Chase Brumfield
Colleen says:

I was perusing the blog posts here at famousbloggers and noticed you have over 100 comments on your article. Apparently you've hit a nerve on this one, eh Chase!
- Chase Brumfield says:
  
  Haha... I suppose so Colleen. The response has been really surprising, I didn't expect this at all. However, it has been super productive and respectful as well. I couldn't ask for anything more from a community than respectful and enlightening exchanges. Not quite sure why it hit such a nerve, I think quite frankly it's the difference between people "using" blogging and "loving" blogging. One tries to accomplish a certain goal, and the other participates in a relationship. When both are done at the same time, that's when success/progress/accomplishment/ and something to be proud of is created. I think this is what people have a tendency to miss. Give. Get. Give. Chase Brumfield
Dennis says:

Chase, Awesome job on crafting your post in such a way as to engage your readers. The content ( subject matter, way it was written ) was what sparked the process, that will lead to relationships. By spending the time reading your entire string, I have found a couple of "like minded" people that I will check out, and see if a relationship develops. The content was what may have started it, but the end goal is the relationship. Thanks for being another voice in the universe reminding us to live our lives for each other, focusing on what can I do for you, not what can you do for me. I am very, very new to this world of blogging ( First post was Dec 1, 2009 ) but after spending almost literally the entire time since then learning and absorbing all I can, it's clear so many people miss the importance of building relationships. Guess it depends on why they are here, on whether they feel content is king or Relationship is King. Content is critical, but it is just one of many building blocks. Your closing statement says it all "Content is only still king in as much as it LEADS TO RELATIONSHIP." Make it a great day. Dennis Lead, Follow and Share !
- Chase Brumfield says:
  
  Thanks a lot Dennis. Good luck with your blogging efforts and feel free to drop me a line if you feel we can collaborate in any way or if you just want to throw some ideas around and get an extra opinion. Give me a shout and let me know what you're involved in. Give. Get. Give. Chase Brumfield
noaspa says:

Hi Chase, You hit a few nails on the head - it's all about relationships & as Hesham has proved with his success on Famous Bloggers - everything counts in small amounts. The Give Project looks like a highly creative idea by the way and I'm just about to - add one of your videos to my YouTube channel at http://www.youtube.com/user/whatawebsitevideo - join your FB page And congratulations and getting 1,000 likes on FB - that's cool. Best wishes from Hamburg Will
- Chase Brumfield says:
  
  Wow... thank you so much NOASPA. Your words are humbling to say the least. The Give Project should be launching EXTREMELY soon (end of this week or beginning of next) and we're so excited to see where our users take it. It's people like you who I'm so grateful for, the ones who share the videos and discuss the idea with their friends. If this is going to work it's going to have to be a grassroots movement of one person after another giving freely. Your words are motivating, and if you have any questions or would simply like some more information, please feel free to contact me directly at thegiveproject.com@gmail.com. Give. Get. Give. Chase Brumfield
Gino Dizon says:

I would greatly agree on your points. But let me also tell that the community will not build up if you start your blog with poor content. Good content creates feedback, thus in turn, you build your relationship with your readers.
- Chase Brumfield says:
  
  Thanks a lot for the comment Gino! I agree, sort of... Good content creates the opportunity for feedback, it doesn't create the feedback itself. Your relationship with your readers thus doesn't rely on your content because there are other ways to create feedback (contact forms/forums/guest posts). However, quality content doesn't hurt when trying to develop a relationship, but it doesn't develop the relationship itself... you have to do that as the blog author...
Melinda says:

I agree I think it takes relationships in addition to content. I think one is as important as the other. You have to have both for a blog or it isn't a blog. I love the "no finish line" analogy. That is so true. You can't say.."OK I am going to write for a year and then quit" or what is the point. There is no ending. :)
- Chase Brumfield says:
  
  Thanks a lot for the input Melinda! In addition to what you said I think that a lot of people think, "I'm going to write because I love writing and this is going to develop me a great following." The truth is, a ton of people love to write, are very good at it, but still have no following. In my opinion you've got to write because you love your reader (even the one that hasn't started reading yet) and good content will naturally flow from that. In other words good content comes from a place of relationship with your reader, or at least a desire to have a relationship with your reader.
chandan says:

I like your thoughts when you said "Content is only still king in as much as it leads to relationship", yes thats right content is not solely king if there no any relationship with other blogger or communication with social media fellow. I completely believe on it that traffic comes after a huge network with other fellow.
- Chase Brumfield says:
  
  Thanks for sharing your thought chandan... It's all about using your content to form a sustainable relationship
- Hieu Martin says:
  
  @ Chandan Thanks for sharing your idea
Chase Brumfield says:

I just want to make a quick comment to thank everyone who joined this conversation. It has been extremely pleasant sharing my opinions here at famous blogger as well as listening to the opinions of others. I sincerely appreciate your points of views (even if they differed from mine) and hope that you are not afraid to contact me should you desire to continue the discussion. (you can find my contact info listed on my blog by clicking my name.) This has been a great experience and your interaction, communication, and relationship was great. Until we meet again! Give. Get. Give Chase Brumfield
- The Bad Blogger says:
  
  Hey, like your content very much, you should write more of this, I mean stuff that get people talking around, oh... like your blog design too... talk to you soon.
Hesham says:

Hi Chase, First of all, thank you so much for the good post and the hot conversation, I really appreciate your great attendance replying to the comments! I have this believe that good content doesn't actually worth anything if it's not reachable! I mean , imagine if you have the most useful "book" on your desk or closet, and you don't have friends.. so.. the fact is .. no one knows about your value treasure! it's for sure the role of relationship that makes useful content reachable and more often can be share more often through a relationship you has! What a wonderful open eye conversation! P.S. I want to thank you for the great work you do on your blog, your support to people in your area, and I wish you all the good luck!
- Chase Brumfield says:
  
  Thank you Hesham, It has been a joy getting to have communication and interaction with the people who frequent your blog here. You have created a beautiful community and I hope to continue to guest post here. Thanks for publishing my work and for all the hard work you do as well. I am only one, just like you, and can only do so much. But together, we are two, then three, then four... and so on. When "I" become "us" that is when our full potential is achieved.
Jay says:

Though, it is different matter whether I agree with your 'content' thing or not. To some extent, yes you are right but then not entirely. However, I loved the way you have presented the things. Some humor, some insight, some fascinating wordplay. Loved the way you write. Kudos. Thanks for sharing.
- Chase Brumfield says:
  
  Thanks a lot for the really nice comment Jay... it means a lot. Feel free to check out my blog for more of my writing style. I try to add a little wit and humor to make things fun ;) Sometimes I succeed, sometimes I fall flat on my face haha but thus is life ;)
Dean Saliba says:

I'm afraid I don't agree with the "content is not king" approach. After all you could be the most sociable person in the world who can build relationships in their sleep, but if your content sucks then they won't want to return.
- Chase Brumfield says:
  
  I disagree... Sure I visit some sites just for content. But I "use" those sites to simply get what I want. I don't invest in them as a reader and I don't talk about them with my friends. In other words, I don't help them in any way, I visit and I leave. This is not the type of audience most blogs want/need. They need blogs where their readers are invested and spread the word. This takes relationship, hence why I think it is king.
Deidre Brathwaite says:

Hiya Chase, Not sure that I agree with the 'Content is not King' approach. You can build loads of relationships but if your content is lacking well; who would want to read your blog or recommend it furthermore. I believe they are both equally important and are essential to the growth of any blog. Otherwise some fundamental points here. Thanks
- Chase Brumfield says:
  
  Thanks for your comment Deidra... But I disagree. People talk about things they find intriguing, interesting, and challenging. Sure content CAN do this... but the person BEHIND the content can do this even better. And this takes relationship... Yes both are certainly important but relationship is what people find behind the content and what people are looking to find from the content.
Siva says:

nice post .. but Google Bot don't like the relation :P
- Chase Brumfield says:
  
  True... but google bot also doesn't rank pricing structure, aesthetic representation, or perceived trust. All things I'm sure we can agree are VERY important.
Julius Kuhn-Regnier says:

Yeah relationships is what blogging is all about in the end. Without them you won't be successful. At the beginning I just wrote articles on my blog. I didn't really understand that it's about getting to know other people and connecting to them. After a while I did and my blog started to take off ;)
- Chase Brumfield says:
  
  There it is... relationship is the key factor. The thing that can really make the difference between people who only provide content and people who choose to really make an investment.
Hung says:

For me, content is still a king but relationship is important for online business. Thansk for your post.
- Chase Brumfield says:
  
  Thank YOU for your comment ;) ... but see my other comments for my opinion on why i still believe relationship is king
Shaukat Ameen says:

Nice and new approach... However, I think that both Content and Relationship can be called 'King'. It's your content that helps you build credibility. Relationship is the next step. Plus, on the World Wide Web, you use content to build relationship as well. If the content is not good, then the relationship is likely to break. Good points about Relationship and very nice sharing.
- Chase Brumfield says:
  
  Thanks for the comment Shaukat! I don't feel like it's right to say relationship is the "next step" after content, but it's rather both the backbone and overall goal of why content is ever created in the first place. You create content so that hopefully, your readers will be interested in having a relationship with you that will be mutually beneficial to both parties. Relationship is always the goal, while content is but a means to that greater end... hence why I think it is King.
Julius says:

I really never was a believer of the "king" stuff. I'd rather prefer things to be equal although in the real world, these might seem hard to achieve. Nevertheless, good quality content should still be maintained by a blog and amiable relationship should be practiced by the blogger as well. I don't know about you but should there really be a "now" and "not anymore"?
- Chase Brumfield says:
  
  I agree with you Julius, and thanks for the comment. However, I'm more of a fan of something greater than only an "amiable" relationship. Going above and beyond is what makes you stand out from the crowd now-a-days. I'm not sure what you mean by "should there really be a "now" and "not anymore" but if you could clarify I would love to know.
  - Julius says:
    
    I admire your attitude and perspective on this. What I mean about "now" and "not anymore" is only my notion of time. I just don't like that content is king "now", but "not anymore". And it applies to most things and not just to content. But hey, that's just my notion of equality and my view on things. I'm not and won't insist it any way to anybody, for I respect their own perspective on things. :)
    - Chase Brumfield says:
      
      Once again, I pretty much agree with you Julius and thanks for clearing that up. I don't think content used to be king and things have changed, I just think people have missed the point of content. You produce quality content to create sustainable relationships. Sustainable relationships bring long-term slow growth, most people want to see the quick spikes but the majority of these people miss the big picture... that blogging is about conversation, listening and talking... not about what can I get out of my reader.
Andreas says:

Its right that content alone is not enough anymore but for me, content is still number one because relationships built on substantial low quality content only will not last long.
- Chase Brumfield says:
  
  Andreas, Perhaps I would be better suited if I said that content builds a "come and go" audience and relationship builds a "community" audience. I consider relationship number one because when I have an audience they are much less likely to forgive me if I let our relationship slide over when I let the content slide. Content becomes secondary because the relationship has been built. People become invested in the person behind the content, a relationship, rather than just the content. Not to say content isn't very important... but if we're debating number one here, I've still got to go with relationship. It's as simple as looking at what your final goal is. Is it to develop good content... or is it to leverage that content to build lasting relationships that eventually turn profitable for you. Relationship of course... Thanks for your comment!
tushar says:

great artcile bro....but i still disagree somewhat.... no doubt making relation has become the key in blogosphere these days but somewhere, in some people's mind (like me), i still give preference to content over relations....i am not hurting anyone neither i am getting rude but still....... i take it this way. If someone praises my content, it's not because they are my friends but because my content was good enough to be commented on.....content generates comment and nothing else
- Chase Brumfield says:
  
  I know you say you give preference to "content" over relation but I find that hard to believe. Someone can put out great content, and sure... I'll visit their blog and perhaps even comment now and again. But if they're an arrogant prick and refuse to actually interact with me or the rest of the audience, then their content only serves me so far. Developing ONLY quality content with ZERO relationship is a dead end road. Eventually people will discover that you're using them and decide not to check out your content either. Like I've said before however, quality content can be a great way to build a relationship when leveraged properly, but content does not surpass relationship in building a sustainable business. Thanks a lot for your input!
Sourav says:

Well, I am not sure whether to agree with you or disagree. I will do it 50-50. I believe that content should be given more importance in the beginning, because at that time, we need to build the trust of our readers and quality content is the best way to do it. Then when the blog shifts to a higher gear, then content can hand-over the driving wheel to relationship. At that time, relationship will be the KING and content the QUEEN(nothing less than that).
- Chase Brumfield says:
  
  Sourav... Thanks for your comment and I can go with you on that one. However, content should only be focused on in the beginning as a way to build a sustainable relationship. King and Queen works. The really interesting part comes when the King starts too look after the Queen. In other words, when the relationship on your blog is so strong that content begins to develop from that. Whether that be through guest posts, people giving you creative ideas, or using your users comments to develop new content. Interactivity can lead to better and more in-depth content.
Ned Carey says:

As I scan the comments you see to think content is important but not as important as the relationship. I have to disagree because even in the most active blog most readers are lurkers and do not comment. How would you respond to that?
- Chase Brumfield says:
  
  Ned, Great Question! I would say that these are the readers that I'm not very interested in. These are the ones that want something from me and then they're out of here and on their merry way whether they get it or not. These are the readers who "use" me. They're not looking to build a relationship with me and therefore I would essentially be wasting my time trying to please them with super quality content. I certainly think content is important as a relationship starter, and then it becomes even more important after forming a relationship. But as you can see, content itself revolves around relationship. It's difficult to even know what type of content to produce if you don't have some sort of relationship with your audience. How are you going to know what they want? What makes them passionate and connect with you. So to answer your question, lurkers are lurkers, I'm looking for people who are interested in more than just a first date because this is where the magic really happens. This is when people start going to bat for you, spreading your brand and name on other blogs, and sticking up for both your products and you as an individual.
Bryan says:

Hi Chase, you've made a very interesting post and after looking at all the comments made by others I think I'd like to offer my views on two sides of the coin. My personal view is that a lot of people are in this mindset that they come online to search for something and they will go for it and it all ends there. It really is difficult to build any kind of relationship if the masses are into get something and leave. I think this is made worse from the fact that people find it hard to stay focused on something and continue doing it(lots of distractions on the internet + attention span problems). But I am also sure there are also a subset of people, albeit smaller who are interested in building relationships. Social networking has opened a gateway to build relationships and new partnerships. I think people are still trying to get the hang of building relationships and i'm not sure if the masses are ready for this yet. This is the next best thing but yes i do agree with you building relationships takes time and this is what sustains any business, i.e joint ventures. You've done a great job with your blog and I'm also sure that there are people who would love the idea of building relationships first and other things comes second..
- Chase Brumfield says:
  
  Brian... Thank so much for your comment, I read it and it literally felt like I could actually breathe again in here haha ;) I agree with you, perhaps people aren't quite there yet, but this is certainly where businesses/the internet/and life are headed. Gary Vaynerchuck once said that in 10 years, because of the extreme ability to be personal and the transparency of social media, everyone will be in one niche... the customer service niche. I also appreciate the compliments on my blog, like anything else it is a work in progress but with a lot of hard work and investing in quality relationships, I don't doubt that people will begin to see the genuine behind it. You're right to say that a lot of people are simply on the internet to get what they're looking for and leave, and that's fine, it can be used as a quick utility to do that. But like I told a commenter previously... these aren't the people I'm interested in. It's my belief that whether your forcing perfect content, a perfect relationship, or both down their throat, their still only going to be a casual surfer. I'm looking for the individuals who are looking for a legitimate connection. A human to human interaction in which I ask "how can I help you" and eventually they ask the same. Not asking the question expecting them to ask the same back or for that reason, but asking the question simply because it's the right thing to do. This is how communities are built... friendship and mutual trust. Once again, thanks so much for your comment and I think you've got it... we might not be there yet, but people are catching on ;)
Tran Tinh says:

I seems to be against to your idea as content is still the King. Relationship is the result of the content, if you do not have content, who will come to your blog and how to build relationships, networking then? So, my statement is that "Relationship is born from the content and it is the King's children" lol :-)
- Chase Brumfield says:
  
  Haha, I like you're analogy Tran... But, if you're going to say it like that, "relationship is born from content, and content and it is the King's child" then couldn't I just as easily say "content is only the means to a greater end... namely, relationship." I see your point, and agree that content is important to both building and sustaining relationships, I do not however agree that it is the backbone. The people behind the content are the backbone, the one's who email you personally, respond to every comment you make, take a vested interested in your hobbies, and maybe even write you a hand written thank you note. That's what makes people loyal.
  - Tinh says:
    
    Sorry for my typo mistake but anyway you got my point :-) However, even we are responding to comments, building relationships or trust, the conent is still the starting point, without that no one knows your/our blogs. What can lead to relationship? I see the logic that you mentioned but relationship can not be achieved without content as it is the "CORE" lol
    - Chase Brumfield says:
      
      Actually... You can actually build relationship without producing what we normally call "content." Check out Kevin M's comment a few comments below. Content isn't he core, it's rather the jumping off part. Like jumping off a cliff into some water in front of your friends. Is the cliff, the jumping off point really the core of what is about to happen as you stand on the edge and look down at the water. No, the core is after you jump and you see the expressions on your friends faces who are all cheering for you... when three days later you all are still talking about the jump... then when friends start to bring up their own crazy stories... this is relationship and this is how it snowballs into interaction. Content is not the core, it is only a starting spot... and it should also be mentioned, not the only starting spot.
      - Tinh says:
        
        We both seems on two sides of a controversy that one support contents and others support relationship. It is not a saperate one of the community. It is a logic and content will create relationships :-) No content, no one knows you and I do not know you without reading contents on this blog :-) Even in social networking or bookmarking sites, all start with contents or even with twitter, it also starts with contents so people can interact, build relationships..... If we digg into the liguistics, I do not this we can close our discussion here but I am happy to see your supplementary ideas about this :-)
        
        Chase Brumfield says:
        
        I think I might have to explore this a bit further with another blog post eventually ;)
David Leonhardt says:

I'll go with content being the king. Relationships are mighty powerful, but the shear number of people who will be exposed to my content dwarfs the puny number of people I'll ever have a meaningful relationship with. Or an semi-meaningful relationship. Or a beer.
- Tran Tinh says:
  
  We are on the same board @David :-)
- Chase Brumfield says:
  
  David... Thanks for the comment! You see though, you've made the assumption that a huge amount of people viewing your content isn't worth a small amount of people actually having a relationship with you. You can play the number game sure... but I'd much rather have one friend I can call at any time day or night to pick me up if I break down versus 300 "acquaintances" who's numbers I have and may or may not show up. Just like a massive email list is great, but not if no one trusts you enough to open them. The value of a relationship is not shown in numbers, and sometimes it's not shown at all. But it is more valuable than most people give it credit for. You have no idea how many of the "people exposed to your content" would have never seen your content had they not been introduced to it in some way through someone you have a legitimate relationship with. Ever read the book "the tipping point?" You should check it out, it's great. It talks about how they did a study where you list every friend you have and then link backwards, in no more than three moves, through which people you met that friend through. Turns out the majority of the time, the majority of people's friends can be linked to one person. They call these people "connectors." A relationship with one of these people introduces you to the opportunity to have relationships with hundreds if not thousands more. One person, thousands of content views. Relationship is always King in my book. Your content only takes me so far, where do I go when I want to ask a question of my own? And if you're offering me a beer... I'm a Budweiser kind of guy ;)
  - David Leonhardt says:
    
    I don't disagree with the power of relationships at all, and I spend a lot of time working on them. But it is in great part on the content that those relationships are based. And if I had relationships and no content I would eat once every month or two when invited over to someone's house for dinner. On the other hand, content is not only the basis on which online relationships are built (that's what we are doing now, in fact) but it is also responsible for the other 99.9% of my meals and keeps a roof over my kids' heads.
    - Chase Brumfield says:
      
      That's an interesting perspective... But I just have to say your production of valuable content that puts meals in front of your kids 99% of the time, is probably seen as valuable because your consumer feels like they have some sort of relationship with you.
Jakes says:

Hi Chase, Of-course relationship really matters. In my blogging career, so short, I have understood it. But you should give some importance to content too. If relationship is king, then making content queen is a choice ;) . Blogs with strategy will surely turn successful. Jakes
- Chase Brumfield says:
  
  Hi Jakes... thanks for your comment! I didn't mean to say content isn't important at all, only that relationship is the goal of content anyway so it should be viewed as king. You can see some of my other comments on here where I discuss that content is very important... it can be queen ;) And you're right, strategies are always a good idea, just so long as you have your readers best interests at heart.
Harshit Singhal says:

Ok we could get to a mutual agreement that both content & relationships are kings. Content is just so important you can't ignore it & keep on building relationships !
- Chase Brumfield says:
  
  Hello Harshit! Thanks for the comment. I'm a fan of compromise and can agree with you there. Both are essential and they do both feed off each other.
Hieu Martin says:

Hi friend . I agree with you . Relationship is definitely king
- Chase Brumfield says:
  
  Thanks Hieu! Not to say content isn't important... but yes, relationship = king all the way.
  - Hieu Martin says:
    
    Welcome chase. Hope you will have more guest post on here
Kevin M. says:

I wholeheartedly agree - relationship is definitely king. I started to read and comment on blogs well before I started my own. When I did finally start my own blog I already had a relationship base.
- Chase Brumfield says:
  
  Wow Kevin, I hadn't even thought about that. Although I fully believe relationship IS king, my "think inside the box" mind still thought content was the only way to begin that relationship. But you're exactly right, you can form relationships well before you have any content simply by interacting with others who share the same interest. Beautiful point, make relationships first and then people will be drawn to your content. Thanks a lot for the great point!
Kathy says:

I agree and disagree with you to some degree. For the blogs I visit and comment on most frequently, it is definitely about the relationship. But, I have a number of blogs that I visit on a regular basis that I really only visit for the content. The content is so exceptional and so rare that I cannot be without it. Now, some of the bloggers that have those exceptionally high quality content blogs are the kind that you can relate to and feel a small sense of friendship towards, but there are some that are bland or that I actually dislike. But, even the ones I dislike in a big way are still giving me a glimpse of something that I so badly desire that I am willing to set my dislike for them aside so that I may read between the lines of their blog. That is where I find the most wisdom.
- Chase Brumfield says:
  
  Interesting Kathy, (not to mention very well written). I guess my question to you would be, the blogs that you do not have relationships with... would you like to? Sure you'll let relationship slide a hair if the content is so infused with your desires that you just can't do without it. But first off, this is very rare, and second off... you're still left with a sense that something is missing. Sure the content is great, but who's the person behind the content? Wouldn't you like to know? Wouldn't you like to interact with he(her) whose desire matches with yours. Isn't you coming back time and time again to the content simply a testament for how much you'd like a relationship with the individual who created it? If a relationship was offered, wouldn't it keep you on the blog longer, provide incentive for you to comment, and even allow you to not ridicule so much if the content was lacking one day? Feel free to let me know if I'm wrong, it's happened before... It can happen again haha ;)
  - Kathy says:
    
    I guess you are right. You did hit the nail on the head when you said that you always feel like there is something lacking. That is so true. Even with the couple of blogs where I really dislike the person behind them, I wish the same level of quality was available from someone I didn't dislike so much. I would certainly jump ship and get that fix elsewhere. Unfortunately it is not. Sometimes I feel obligated to read material from someone who is at the top of their game even though I cannot personally stand them. Some of these people I actually wish would fail because of what they are doing to people. I try to extract the wisdom from watching them in action and ignore the fact that they are scamming the people that actually believe their BS. Yes I still feel that a relationship is lacking. I might even be able to advance that relationship being in the position that I am. But, I cannot do it. I cannot do it because I just want to give them the finger, kick them in the groin and pour something nasty and smelly on their face. But I digress. I am not that kind of person though. I just hope that one day people like that will fail or change their ways. I am a firm believer in the notion that nothing lasts unless built on truth.
    - Chase Brumfield says:
      
      "I am a firm believer in the notio that nothing lasts unless built on truth" As am I kathy... as am I... thanks so much for the valuable input
Murlu says:

Hey Chase, I'm sure you can agree (as well as everyone else) that relationships are the backbone of having a successful blog. Think back to the first time you wrote a blog post - how many times was it retweeted? Once? Probably - your own. But, as your blog grew and you reached out to others the retweets seem to start rolling in. So yeah, in all, relationships are the most important. That's why you'll often see a simple posts be retweeted hundreds of times.
- Tran Tinh says:
  
  Sorry as I am still stick to the content as it is the MUST for any successful blog and it serve as foundation for relationships. Great to see that you have reached 100 comments here lol
  - Chase Brumfield says:
    
    Tran... your comment here is very interesting to me, the last part at least. "Great to see that you have reached 100 comments here" My question to you is, why did you write that to Murlu? Was it because Murlu provided some really valuable content to you, or was it simply because you feel part of a community here commenting on Famous Bloggers... because in some small way, you and Murlu are connected and have a relationship. If content is king, you don't have any reason to tell Murlu that... but you did. You connected with him on a human to human level telling him in effect "congratulations." I feel like even in your attempt to say content is king, you do so in a heated thread, about a controversial issue, with two sides, both trying to lean people one way or the other. This conversation isn't ABOUT relationship, it IS relationship. The content of my post wasn't that great, you commented because your desire to share your opinion with those who read it. That's relationship.
    - Tinh says:
      
      You are right, I just see Murlu's miletone of 100 comments that draw my attention right away :-) Yes, we do have good feeling while commenting on famous bloggers but the starting point come from good contents here :-)
Tia Peterson says:

The conversation going on here is really interesting! I agree in part with you and in part with The Bad Blogger! If people start off going completely down the road of relationship building and do not focus on quality content, there will be nothing to hang on to. Blogging, whether personal or business, is an activity of trade. When you are blogging, you are sharing something, and in return, your readers are receiving something. If what you are sharing sucks or is uninteresting, there will be no relationship. So I'd say it's 50%! :)
- Chase Brumfield says:
  
  Yes, You're on to something here Tia... but what is it that we are really sharing? Content or ourselves. You can release crappy or uninteresting content, hell you could even create content that doesn't make sense... but if people find the person behind the content interesting then they still desire to be connected and invest in that person. Why do you think ridiculous celebrities like Lindsay Lohan have so many twitter followers. It's certainly not because she tweets about anything of value, it's because they want to be on the in crowd and be seen as having a "relationship" of some kind with a celebrity. Content is surely important, but relationship is the driving factor.
  - Tia Peterson says:
    
    That's true for celebrities. And it's important to note that Twitter is very different than blogging. I agree relationship matters! It's tough for me to believe that it is king 100% of the time. About.com is one of the most highly visited websites on the Internet. Same with Wikipedia. I don't know a single writer there (except for me, lol) and it doesn't matter to me who they are. What matters is that they contain the information that I need. That's all! It just depends on the site.
    - Chase Brumfield says:
      
      No, I would say what matters to you is that the information that they provide is "truthful" not that they simply provide information. This to me is a form of relationship. You have trust in them, your relationship with them is that they provide something of truth to you and this is why you visit them.
The Bad Blogger says:

When I see the headline said "content is not king, relationship is" I throw myself away to read the content. I never listen, and I never doubt, in my heart I always believe in content is always the king. To me relationship is hard to describe because under it, there are many type of relationship such as friend, reader, subscriber, customer and even partners... which relationship is king? None.... why? Here's why, unless you "think" them as a relationship, the real truth is.... they are just only two type... either non-buyer or buyer. Content is something that's more then relationship to be called king because it had the information to solution to people which in terms make the internet the most powerful and effective media thus far in the world. You can say relationship are important but only when they become your constant buyer... you don't want a friend or a reader or subscriber to be just a non-buyer, do you? No one wants... because when what's the use of keeping relationship when people don't buy?
- Chase Brumfield says:
  
  Thank you for your well thought out comment "The Bad Blogger" You said, "You can say relationship are important but only when they become your constant buyer… you don’t want a friend or a reader or subscriber to be just a non-buyer, do you?" This is exactly the mistake I think people make. If you write your blog for the purpose of "making a sale" it's very difficult for people to trust you enough to actually buy from you. The goal is not to swindle people out of their money, but to form a trust based relationship with them so they not only buy from you once, but over and over again. Looking for the "quick" sale is a quick way to make only one sale and not have a repeat customer. Building relationships builds sustainable businesses. Think about it, there are some friends I am allowed to tell "break up with your significant other" because I have that much of a trust relationship with them. They know that whatever I say, whether right or wrong, is said with their best interests in mind. As a blogger you can't make many sales off of "buy my product because I give you great content." There's no relationship there, no brand loyalty. You CAN make sales off of, "buy my product because I made it for you, because I'm invested in you and what you want to achieve." (if or course you're genuine and really mean that). People never buy products anyway... they always buy the person behind the product. And what is the person behind the product but a relationship they feel like they have with the seller. You can use content to form a relationship, this doesn't mean content is king. Relationship is still at the heart of it all. Thanks and I look forward to your response. Different opinions are always welcome ;)
  - The Bad Blogger says:
    
    Well, I'm not the type of person that go for quick sale what I mean is once a buyer is always a buyer, and relationship begins only when your content (which is king) help to solve his solution. You say, "they always buy the person behind the product." Here's what you need to know: People don't buy the person behind the product, people buy to solve a "problem" or find a "solution" behind the product. And only a solution being solve, will he start to trust and believe you and that's when the relationship start. I'm not sure about you, everyone had a different mind, you had your way of thinking about how relationship works but I think most of them will agree with me about people buying solution because I don't think buying the person will solve their problem.
    - Chase Brumfield says:
      
      I disagree completely (respectfully of course), Why do they get celebrities to advertise products? Because, the product the problem solves is NOT enough to sell the product. Solutions don't sell products, people do. Case and Point: The acne medicine Proactiv. If "it clears up your acne" was enough to sell the product, they wouldn't need to hire Jessica Alba to advertise their product now would they? I also think you're wrong when you say "once a buyer always a buyer." This just simply isn't true without relationship. I shop anywhere I want until I feel "at home" at a particular store. What do I mean by "at home." When I feel like the people who sell me the products know me and I know them. It's about trust and it's about continued transparency. I don't begin to "trust" or "believe" that something works after I've tried it. I wouldn't buy things if I didn't first believe they would work. My question to you is... how then, did I become convinced that the product would work, incentivising me to buy it, without first trying it? I'll tell you, because either my friend told me it worked, because I saw a celebrity on a commercial who told me it worked, or because I saw some some other advertisement and felt like the people in that ad were truthful. All of these things I listed have to do with RELATIONSHIP. I trust people, buying comes after that.
      - The Bad Blogger says:
        
        Well... for what I know celebrities are needed for "attention" in people's mind. Do you think the celebrities really use the product he or she advertise? Well... some do but some just do it for money. In reality is all about advertising, and products are make to fill solution to people's everyday problem. Just like in the internet marketing world, you can create a product and get problogger or john chow to talk about it on their blog, but did they really use it or just take a side trip to review it? Go figure... this should be simple to answer. I'm not sure about you, but is all about personal thoughts on something, your belief is Relationship are important, as for me I follow the reality in life that people do not buy unless the product can fill their desire and that is solution to their problem. And the solution is the content in it.
        
        Chase Brumfield says:
        
        Your right, people don't buy unless they think the product will fix their problem. However, they think that their problem will be fixed because they trust the person telling them the problem will fix it. ie: John Chow, Jeremy Shoemoney, etc etc. These people put out some really crappy content, but people trust them and feel like they have some sort of relationship with them... so they buy from them.
Colleen says:

Very good Chase. I agree relationships are more important, but content is at least 'queen!' Without the content, there will be not relationships, eh!
- Chase Brumfield says:
  
  Thanks for the feedback Colleen! Yes and no I would say. Not everyone is on the internet to "learn something." A lot of people treat technology simply as an extension of their regular life. And in their regular life their not looking everywhere for substantial content, their looking for someone to take an interest in THEM and what they are doing. Sure, you have to have content and it is difficult to say what's more important, but like I've mentioned a few times below. When your content lacks a good relationship with your audience can save you. When your relationship with your audience is suffering good content can't always rescue it. Thanks for reading and look forward to hearing your response!
  - Colleen says:
    
    In our niche, relationships are hard to come by, so that is why I think there is a compromise between content and relationships. The only time someone visits our website is the 1 time every 5 - 10 years they want to buy or sell a home! If we do not have a page of content that directly answers their need, they move on to the next person.
    - Chase Brumfield says:
      
      Agreed... sort of. I agree that in your niche especially, content is very valuable, but only so much as it forms a relationship. I would think in your niche it's even more important to form a relationship. People are talking about buying a home, a HUGE purchase... they must trust the people they are receiving the content from. A lot of time trust is about perception and not based on anything solid, so some people will trust you just from the perception of your content. But others want more, they want to know that the content has been written by someone who is "trustworthy." This is where relationship comes in and where I think many bloggers miss the point. Thanks again for the response!
      - Colleen says:
        
        ...they must trust the people they are receiving the content from... Funny thing is, is that as much time and effort we put into our online presence, it's our offline one-on-one that gains the trust. Being out in the world not discussing business, but letting folks get to know us a trustworthy and competent goes a long way. ;)
        
        Chase Brumfield says:
        
        YES! You just nailed it Colleen. This is why I'm so convinced about relationship. When you're having a beer with them and not even talking about business it makes them more likely to do business with you! You didn't share with them any valuable "content" while you sipped your beer, you simply shared with them valuable time. And what is valuable time but a synonym for "relationship." I love talking about exactly what you mentioned here... when the technology world meets the real world... that's where the real magic happens ;)
marissa says:

The relationsips really help you if you have powerfull friends that have popular blogs in your niche. After you have build a relations ship with fellow bloggers you can more easily make guest posts and interact with both sites readers and really make it big time.
- Chase Brumfield says:
  
  Yes Marissa... but be careful. Don't form a relationship with a "popular blogger" just for the hope that you can one day make a guest post with them and be popular too. This misses the point of my article (like I said, I hate the word "use"). If you're going to form a relationship with someone make it because you are genuinely interested in what their doing, make it because you want to know more about THEM... not have them know more about YOU. It's a fine line, but real relationship isn't self serving, it's simply done because it's the right thing... and doing the right thing eventually leads to something that's both beautiful and mutually beneficial.
Ashley says:

"Relationship, just like in the real world, takes time" - so very true. When I started trying to reach out to other bloggers and blog-readers, I wanted to be "best friends" immediately - for them to have an instant love of me and my blog. I've learned that it takes time for me to get to know them and for them to get to know and love me. There are still a few times when I find an "instant bond" with another blogger/reader, but those times are not the norm. I like to respond with a follow up comment (and email when available) for each comment I receive. I like your suggestion of following up with an email each day to a "random" reader, reaching out to them individually. Thanks for the article!
- Chase Brumfield says:
  
  Thanks so much for the kind words Ashley... It does take time, and a lot of people don't have the stomach for it (which I find disheartening). Life is all about relationships, whether technology based or otherwise. If you can't take the time to form them then you're missing out on some really neat parts of business/pleasure/friendship/ and just plain life. The instant connections are the little footnotes to life. They're great, but you're right, they're not the norm. Keep it up Ashley, sounds like you're doing a great job thanking your audience.
  - Ashley says:
    
    I find that too often, I spend too much time focusing on the online relationships and not enough time on the offline relationships. I've been working to create a better balance in my life - being intentional about working on both types of relationships. Sometimes it's just easier to bond "online" with others, since they only see what we let them see of ourselves. Being vulnerable is a scary feeling, yet for real relationships to bloom, that is exactly what we must do.
    - Chase Brumfield says:
      
      Beautiful insight Ashley, You might enjoy my post here on vulnerability http://thegiveproject.com/blog/gift-of-vulnerability/
Rebecca Osberg says:

This post is so true. Although I would argue having amazing content will really help in building relationships. But I think people don't like to hear this message because forging those relationships takes so much time and effort. However, you really have to do it. Great post.
- Chase Brumfield says:
  
  Thanks for the feedback Rebecca... Of course amazing content is beneficial. But like I said in my reply to Paul below: An amazing relationship will sustain you when content becomes lackluster... Amazing content won't sustain you when relationship lacks. People want to be a part of what you're doing, not just hear about it.
Paul says:

Content + relationship is definitely way better than both alone :)
- Chase Brumfield says:
  
  Very true... However, i do believe that relationship can sustain you when content is lacking (at least for a while). I do not believe that good content can sustain you (even great content) if relationship doesn't exist.
lawmacs says:

Content is not King never expect to hear any one say that well we could say content is king however relationship is the kings castle just a thought this post echo hesham sentiment that Blogging is not a one man's game. well said.
- Chase Brumfield says:
  
  Thanks for commenting lawmacs... Not so say content isn't important... only that content without any real form of relationship is superficial. There's no incentive for someone to invest in what you're doing if you aren't investing in them. It's one thing to provide valuable content, it's another to help your audience put it into action.
element321 says:

Chase, I agree. I use to believe content was the king and that's all you really need. But after a few months of concentrating on building relationships and networking, I found that I get more traffic back to my site and I now hold conversations on the various social networks I am on. It takes time to build relationships through social media but I am a firm believer in relationships are key to becoming influential in the social media world.
- Chase Brumfield says:
  
  You're right element, Relationships do take time to build... but just like anything else, patience is a virtue. Building sustainable relationships is the most important thing you can do. Creative partnerships and mutually beneficial ventures get both people working towards a common goal. Having a common goal is a huge motivating factor to creating something of value. Thanks for the comment! Give. Get. Give.
Tia Wood says:

Hi, Chase. You are spot on.
- Chase Brumfield says:
  
  I've actually got a "spot on" my shirt from the pizza I was eating too... Thanks for the compliment!
Laura Davis says:

I've noticed that new bloggers tend to respond to every single comment, even if its only to say thank you for the comment. However, the more posts a blogger has, the less they tend to respond to their followers. That disconnect is very discouraging for readers and sends a lot of them away. Its much better to stay interested in your readers.
- Hesham says:
  
  Hi Laura, I agree with you that happen when a blogger have a lot of comments and articles on his blog as well! but I think this is not a big deal because we should know that when a blog grows, this means more tasks and less time! But it doesn't happen here, at least not yet ;)
- Chase Brumfield says:
  
  Laura, First of all, thanks a lot for your input. I too have noticed the same thing you have and it is a pretty big let down. I understand that when blogs get to a certain point it may be impossible to reply to all the comments, but I don't see there being an excuse for not replying to at least the majority. When the majority of commenter's aren't thanked or replied to, it does what I mentioned in my article... creates an atmosphere where the readers can feel used or unappreciated. Something really neat about what you said Laura is if you have noticed this, then you can be assured that other blog surfers have too... So if you do the opposite, truly invest in those who take the time to invest in what you create, there's a great chance you'll stand out from the crowd Give. Get. Give. Chase Brumfield

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