80% of internet users prefer good-quality original content

recognise changing consumption habits

The beginning of a new year is as good a reason as any to take a look at some of the marketing trends gaining traction. This is the sixth of ten THOUGHTS addressing significant trends that will be important to marketers in 2019. Some have been around for a while, and others are new.

Each of these trends reflects the evolving nature of consumers, the growth in smarter and smarter technology, and the increasing complexity of the markets in which we operate.

A recent study found that 80% of Internet users prefer good-quality, original content over canned solutions. Another study found that 85% of marketers believe that quality content directly impacts the success of their business.

There is no doubt that content can be king and that it will be even more important in 2019 than it was in 2018. 30% of Internet users in the United States now use ad-blockers. As this number grows, content (including native advertising) will become increasingly important in communicating key messages.

That said, not all content is king. Much of the content on the Internet fails to engage at all, while some is engaged with by only a small number of people. The rest is either not seen or is of no interest.
Maximising engagement with your content requires an understanding of changing consumer expectations. Perhaps the most significant of these expectations is relevance and ease of consumption.

There is so much content out there, and consumers will not engage with content that is not directly relevant to their interests. If you want consumers to engage, it is essential to:

  • Address a topic that is directly relevant to your audience
  • Use an image and header that attract audience attention
  • Offer unique and fresh insights

Content that is not easy to engage with will be ignored. It is interesting to note that:

  • Up to 80% of all online content in 2019 will be video
  • Short and sharp content accommodates declining attention spans
  • Lists of action points are becoming increasingly popular

Regarding video, it is interesting to note research findings as follows:

  • 70% of consumers say that they have shared a brand’s video.
  • 72% of businesses say video has improved their conversion rate.
  • 52% of consumers say that video makes them more confident about online purchase decisions

The use of live video will be a significant trend in 2019.


Content is still king and will become increasingly important in 2019 as ad-blockers become more widely used.

The fact is, marketers need to work harder in 2019 than ever before if they are to ensure engagement with their content. It is becoming increasingly important to recognise changing consumer expectations.
Make content 100% relevant, grab attention, offer something new, keep it short, use video and offer practical action points.


CMO, Entrepreneur, MTA, Forbes, The Drum, Brandwatch, Advertoscope, Wider Funnel, N Business, SUMO, HBR, Social Media Today, Aircall, Be Media, Smart Insights and single Grain. MORE THOUGHTS – www.djohncarlsonesq.com 

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