Content quality over quantity

The phrase ‘content is king’ is now a well-established cliché, but its sentiment still rings true in today’s increasingly competitive, highly fragmented, omni-channel marketplace.

For brands seeking to secure that three-second ‘thumb stopping’ moment on social platforms, it’s about creating quality, differentiated content that genuinely stands out. Brands are having to compete in and outside their sector, to grab those three seconds of attention. 2019 will see a move away from the volume-based, scattergun approach, to one of better-quality content, focused placement and earned reach.

Brands are also now competing with publishers, many of whom have had to retreat behind a pay wall to ensure the continued quality of their own content. The impact of fake news and fragmentation of media will continue to drive a shift towards verified, authentic commentators. Expect to see a full-circle return to investment in quality journalism, such as the new nonpartisan, non-profit newsroom The Markup, dedicated to investigating big tech and its effect on society, helped by $20m from Craigslist founder, Craig Newmark.

In 2019 we will see the rise of quality content, which will be less frequent but better. A successful integrated marketing strategy will start with an initial piece of quality content as the jumping-off point. Creative execution and campaigning based on an earned first approach will also see brands consider different, quality media that supports their stature.

Content is still king. But like a king, it needs an authentic, relevant message and should make carefully chosen appearances in the right locations to deliver the desired impact.