Content quality, user experience and brand

Getting noticed

Content quality should always have been the focus, yet SERPs return lists of copycat content.

Content focusing on problems and solutions backed by compelling or entertaining stories encourages trust, clicks and conversions.

SGE serves answers to complex queries in multimedia formats - so seize the opportunity to create niche and long-tail content. Answer the things your audience asks and take care to do it well.

“The digital world is oversaturated with mediocre content, marred by misinformation and factual errors. People have higher standards when it comes to what they consume. And if you aren’t serving it up, they’ll find it elsewhere. Only those ready to deliver high-quality content and exceptional experience design to users will win the race to the top of search engine result pages. The brands that do put in the effort to include things like original data, quotes from industry experts, and brand-specific examples will have the best chance of success, both with search engines and customers.”

Deidre Olsen,
Editor-in-Chief
at Contentoo

"Amidst economic headwinds, and generative AI exploding onto the scene, businesses will be looking at their marketing team to deliver more for less in 2024.

It's important that the focus here is on delivering greater results, not a greater volume of content. With customers already receiving a deluge of content unleashed by Generative AI, the teams that come out on top will be those that can focus on quality over quantity.”

Sean Hodges,
Account Director
at With

"2023 felt like a year where we endlessly focused on performance. Focusing budgets on the bottom of the funnel has its place, but in a biddable world, it’s both incredibly expensive and means you’re only converting demand that already exists. In 2024 (and this is a hope as much as a prediction), we need to rediscover our brand-building mojo.

Create reasons for new and existing audiences to engage with you when they aren’t in market, build equity in your brand by entertaining / informing them, and embrace creativity in every form - from content development to the channels you show up in.”

Oli Richards,
CMO at The Beyond Collective

Key takeaways

Use behavioral data to understand audiences and produce better content
Beat the machine with brainpower
Brand and demand activity are key themes this year

What will be your team’s main focus on this year?

Brand building
Demand gen
SEO
Video
The same as last year