As we approach the Coronation of King Charles III, I’ve started thinking about another monarch - the undisputed king of communications – content.

Creating sufficient amounts of interesting, engaging and algorithm-busting posts online is now possibly one of the most significant challenges facing all organisations – no matter how large or small.

However, if everyone now has the power to be a publisher and broadcaster, the competition for ‘eyeballs’ has become akin to an arms race where everyone is trying to outdo everyone else with the latest tech.

And this arms race doesn’t just stop at marketing. Factor in personal branding, brand ambassador programmes, internal comms, paid media campaigns and recruitment – all depend on high quality content being created.

Which means that really gifted content creators should be one of the most important investments a business owner can make – whether they be in-house or outsourced.

With so many digital natives either in or entering the workplace, there should be no shortage of young people with the skills and creativity to help create the content required. Yet they still need a proper framework around which to operate and a proper marketing strategy.

At the same time, business owners need to have a firm grasp of where they are likely to source their content from – in-house, external, user generated or AI-generated – and factor this into their business plan moving forward.

So, as you get out the bunting and polish off your best china, perhaps now is a good time to take a long hard look at your content strategy.