Content offerings still drive overall revenue in the new digital era and beyond

Michael Hibbert

Director of Business Development, Technology, Media and Telecoms (TMT) US

8 min read

In 1996, Bill Gates declared that “Content is king.” In 2019, it’s now more true than ever. We are swimming in a sea of content, and it’s the quality that dictates how visible a brand, product, or service may be. Quality content reigns supreme over quantity.

People are becoming more demanding when it comes to quality because there is a massive and ever-growing availability of content. Following this trend, recommendation engines are becoming more sophisticated to keep up with the users in search for quality and results accuracy. And on search engines, Google’s search algorithm favors quality, which is opposite the long-prevailing “keyword stuffing” strategy.

Quality still drives the market

Quality will continue to be key when it comes to content, no matter who consumes it, whether it’s the tech smart millennial who binges his or her favorite new show on the weekend or a random online shopper looking for the best pair of jeans. The first one is expecting another great episode and a list of cool future recommendations and the second - a clear, appealing and user-friendly shop design that will turn his experience into pure pleasure. And a matching shirt, maybe? 


To create great content, there has to be an understanding of what quality is. For example, is the content being made to create brand awareness? Is it authentic? And most of all, is it consistent? Once users come to expect a certain level of quality associated with the brand, it’s easy to be disappointed if the level is polarizing with every release. 


We live in an era of instant user-generated reviews. People share their likes and dislikes on a massive scale and those who produce content, be it marketing specialists, publishing houses or VOD services need to keep that in mind. High-quality content has the potential to boost conversion rates and linger around for a long while. 


Let’s get back to our millennial always in search for some quality entertainment. Whereas some media-services providers have focused on pumping out release after release, the giant HBO has made the investment in procuring and developing quality award-winning content for years. It’s very likely that our hypothetical user will turn to HBO GO for both: great shows AND good user experience.

Content and context

Whether it's deciding on the next piece of garment to purchase, or the next show to add to your streaming queue, the offering of great content plays a factor in deciding which service gets your money. What has changed now, is that it depends as well on when and how the content is offered.


Context marketing means delivering the right content at the right time, mainly based on the historical interaction between the user and the brand. But context can also describe how many endpoints the content is delivered to. Nowadays users expect to have access on mobile, web, television, and so on. 


Once users have access to multiple channels, they also need to have a design and layout that creates a context, or “message” for the experience. For example, how is the information on the platform organized? How does it look and feel? By placing more emphasis on context, a more personalized experience can be delivered to the user. From there, the conversion rates go up, and there’s lots of potential for profit when content and context meet.

Whatever your content is, digital and AI-powered tools can help sell it

The collection of Big Data is what informs content decisions. So, successful advertising is now kind of like a marriage between content and context. Finding that marriage is what we want companies to do, and help them have that conversation and provide the tools that help them have a “happy home.”


Having a strong recommendation engine such as the widely acclaimed Netflix masterpiece is what helps get your content to the right people in the right moment. Throwing a proverbial blanket over your entire audience is no longer relevant; users want interesting videos delivered to them on the spot. Nobody knows you better than a good recommendation engine, so to speak.


AI and machine learning technologies are being used to understand more about the contextual side of the coin. These complex algorithms can use the previous interactions of users with a brand to predict what they will be interested in down the line. And when. 


YouTube’s deep neural network recommendation engine is considered to be one of the most sophisticated recommendation engines in the world. This is how the platform can still deliver a personalized experience on multiple endpoints to the billions of users who regularly visit it.  


Thanks to the technologies available in our modern age, we are able to understand more about what audiences are looking for. The answer is simple: They want quality. This should be the center focus of all content creators nowadays. With the right content delivered to the right people, positive responses are bound to arise.

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