Quality content for brands is no longer a differentiator

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The State of Inbound Marketing 2022 is a report developed in collaboration between HubSport, Rock Content, Litmus and Wistia that aims to help marketing professionals understand the market landscape and trends to prioritize their strategies and achieve increasingly accurate goals.

Among other information, the study revealed that:

83% of marketers believe that creating higher quality content is more effective, even if it means creating it less frequently
Videos are the preferred content marketing format for the third benin phone number data year in a row, and short-form videos have the best ROI
27% of all traffic comes from organic searches on search engines
The consumption of content on the internet has changed for some time now, and consequently, the relationship between brands and consumers. Repetitive ads, campaigns that are more of the same, tired appeals, all those ready-made formulas that worked a few years ago no longer work. Generating quality content is no longer a differentiator, but a decisive factor when it comes to interacting with customers.

Much more than buying a good product or service, users want to identify with the brands they choose to consume. The values, the issues they defend and how they act to improve the society in which we live are relevant factors for consumers to decide to engage and become customers of a brand.

Therefore, static ads no longer perform as well as video ads or other more interactive formats. And, despite the intense battle against social media algorithms that value quantity, what has generated greater engagement and results is quality content, even if posted less frequently.

What is an algorithm? | New Scientist
After all, when navigating with the tide of algorithms, the brand becomes totally dependent on the companies that define these algorithms. When the algorithm changes or a new data protection law comes into effect, the marketing strategy that is being adopted stops making sense, and a great effort is needed to adapt. After a while, everything changes again. And again, and again. And this applies not only to social networks but also to search campaigns.

Does this mean that it is not worth investing in these strategies? Of course not. But it is important to work on different fronts together. Creating good content marketing is essential for the brand to build an engaged and loyal community, without relying exclusively on fluctuations in trends and algorithms.