In the “Dark Ages” before there were on-line games – even before Pac-Man – I played Monopoly. To me, playing meant moving my little shoe around the board, landing on property, railroads, and Community Chest squares, taking Chances, paying “rent” and going to jail. I wasn’t really interested in spending my money on little squares of property, and even when I decided to buy a property, I didn’t like spending even more money on houses and hotels. I always ended up paying all of my money to other players, never won and didn’t really like the game. Ultimately, I convinced my friends to play games like Battleship, Clue and Twister.
I actually hadn’t thought about Monopoly in a very long time. However, recently I was trying to figure out how to explain to a client why content marketing works for SEO and something dawned on me. The object of Monopoly is to acquire as much property as possible, build value (houses and hotels) on the property – and end up with the most money at the end of the game.
Looking at the Internet as a giant Monopoly board, it is easy to see the correlation. Websites, blogs, Social Media—in fact all digital content—can be thought of as “property.” In fact, each blog post, social media post and press release is an indexed digital page. And each digital “page” is like Park Place or Marvin Gardens. The more you “own,” the better the chances that people will land on one of your properties. In other words, having a lot of these “lots” gives you a larger presence on the Monopoly board (Internet). Adding valuable content to those properties increases their value, just like adding houses and hotels raised the value of the property in Monopoly.
To carry the analogy to its logical conclusion, we win the “game” by making money from our content. When a customer sees our content and decides to buy something from us, we make money – the same way we made money when we collected rent in Monopoly. Only this time, it is real money.