Content Marketing Management

The quality of content

Sebastien Faye
Written by Sebastien Faye

Internet users are exposed to large and various information that they can feel lost in the middle of that jungle. Besides, companies and enterprises are trying to strategically communicate with their audience by feeding them with content. But when you see how the web is fulfilled with it, we are inclined to think that too much content may overwhelm the audience. Content should be addressed in a strategic way to match with customers ‘expectations.

What are the facts?

The marketing world has been paced with different sets of evolution/revolution from its existence to nowadays. In our daily routine, we see a lot of marketing and communication strategies, depending on the timeline, the geographic area, the message that needs to be addressed and other types of strategies you name it.

What are the objectives? What goals companies and industries are trying to achieve? Grow their brand awareness on a market? Increase their revenues by a certain percentage?

Well, whatever the objective, the means are always the same. They pass out information so that their audience can be influenced either by stimulus creation, or engaging their intelligence and knowledge or entertainment.

Now, that information can take different forms and can be addressed through several media for instance the radio, public billboards, the TV, social media, the press and other means of communications.
With the internet revolution, they realized that the benefits and the engagement they can earn are very huge, and that it would help them reach easily their defined goals. For most of companies, larger audience means easy reach to profit. What they don’t really take into account, is that this mathematical formula doesn’t always show all the parameters and the side effects consequences.

Today, you can find any information on a product, company or services. The internet has an infinite resource of information that unfortunately, and most of the time, doesn’t match users’ expectations.

Google Consumer Barometer screenshot

As the graph says it, from Google’s Consumer Barometer, 80% of the French population uses internet for a personal purpose. It can go from searching information about medicine to looking for shopping coupons. Whatever the type of research, he will expect to have the one that fits his expectations. Some enterprises may think that this is the key to success, but not in every context.

The consequences

Besides, the internet is also a resourceful information database for companies as well. They can track users while they browse and know exactly what are their likes, dislikes, location, the type of information they are looking for and what is the race and even the name of their pets. This information is called data and it can be used by companies to define better strategies. The process of this information and its usage is often described today as “Big data”.

Big data has evolved today and new process are integrated to make it easier to use. That’s what we call “Smart data” or “data lake”, but that’s not the topic.

What I want to say is that this information collected with the tracking can be processed, and be the new lines on which the company can rely on and develop a new strategy.

Harris Interactive last’s infographic gathers various information about French people browsing habits.[EN] Harris Interactive Screenshot
It clearly states that the internet is today for people the main information source. Internet users subscribes to newsletters, they get tracked with tags and cookies on their mobile and desktop web browsers and they create information that can be used by companies to address them different set of messages.

And to match with users’ researches, companies must create information and content that correspond to what they need specifically.

However, that vicious circle needs sometimes to be rethought. Plato (1899) said once: “Excess generally causes reaction, and produces a change in the opposite direction, whether it be in the seasons, or in individuals, or in governments.”

Adobe: The State of ContentIn the same spirit, Adobe directed a study that states that 88% of internet users search for information and content through various devices but on the other hand, they get distracted. It sounds surprising, isn’t it?

According to my personal experience, I sometimes feel overwhelmed with too much information and I find myself either distracted or disappointed with what is suggested to me. I find it tiring to receive this much of information that sometimes do not concern me directly or that is not matching my interests.

And yet, 40% feel overwhelmed with information and get drowned with content that is not persistent.

Adobe have conducted that research for their “The state of content: Expectations on the Rise” report by questioning 2008 internet users. What seem to be visible is that they are more and more connected.

But by giving too much information and content, they just get distracted and happen to be very critical about the content they receive. 63% think that a content needs to be displayed correctly on any device. The user experience needs to be enhanced and the time of loading needs to be reduced. You can notice that 46% leave the page when it is taking too long.

Adobe: The State of ContentAnd yet, this is when the content needs to be of quality to engage a bigger aud
ience. Contents must be persistent with the needs and expectations of internet users, but also engage them in an entertaini
ng kind of way, but not only. There are several factors that allow a co

ntent to be easily shared and gain great visibility on the web: its precision, quality, entertainment level, trust.

Internet users are very careful with the information they are sharing. If that one is well organised and make an undeniable sense, they are more willing to share it. 


Brayn Lamkin, Adobe Senior VP states clearly that internet users have a very high expectation on the content they receive, and for those that create it, they need to answer to that specific demand. People are overwhelmed with increasing information received on internet and applications.

And yet, companies are lacking to perfectly match users’ expectations. They should focus more on the new trends, see how people are connected today and how they consume contents online. You can’t address a message to someone without knowing where and when this person is going to see it. I will talk about this in another article and explain where companies need to stand and communicate.

The quality of content: what are the users 'expectations? Click to Tweet


Google Consumer Barometer, Harris Interactive, Brainy quote.

Adobe Report: The state of content: Expectations on the Rise

About the author

Sebastien Faye

Sebastien Faye

Passionate of Digital, Photography, Art and Music