If you’re operating social media for yourself or for your church and you’re trying to grow your platform, I’m sure you’ve heard the one key to social media success is this: “Content is king.”

But have you ever wondered: What exactly does that mean? Does it mean that "if I build it, they will come”? Does it mean all I have to do is have a well-written article and hundreds of people will line up to read it?

If you’ve tried this, I’m guessing you know it doesn’t necessarily work.

If you haven’t tried it, let me save you some grief and wasted hours—there’s more to it than that.