Does Quality Content Marketing Flourish in a Socially-Driven World?

Summer Banks
4 min readAug 18, 2022

Over the last few decades, the world has been turned upside down by the rapid rise of social media. Despite the social media revolution, one thing has remained constant: content continues to be incredibly powerful.

Some might argue our society has evolved past the stage where traditional, in-depth content is effective in a world driven by digital. Today, it’s not enough to simply share your opinions online; you need to provide exciting and quality content to drive engagement, build a presence, and rank on search engines like Google and Bing.

The answer is simple enough — quality content marketing flourishes in a socially-driven world, but we have more to talk about.

What Effective Content Marketing Tactics Make a Decent ROI?

Content marketing is a proven strategy if you’re looking to increase your online presence, improve your SEO rankings, or attract new customers.

Traditional methods of communication, such as phone calls, have been replaced by the ability to instantly communicate with millions of people in just a few keystrokes. This has had a tremendous impact on how we interact with the world around us, from how we talk to our family and friends to how we reach out to our government and business leaders.

Over the past few years, more and more marketers have taken advantage of content’s ability to create and spread word-of-mouth marketing.

So, what are the most effective content types?

Blogs & Articles

One of the most effective ways to reach customers today is through blogs and articles. Blogging is an indispensable marketing tool for large and small companies, allowing them to build a personal connection with their audience and deliver relevant and valuable content.

By creating valuable, shareable content based on your audience’s wants and needs, you’ll build a strong relationship, increasing brand awareness and sales. Blogs are a great way to establish yourself as an authority in your field, while articles are excellent for getting your message in front of a wider audience.


Infographics and other bite-sized content are also helpful for capturing and holding readers’ attention, who are often distracted when trying to digest a long article. These formats usually generate a far higher number of shares than a traditional article would.

Though many different types of content are used to generate a higher return on your content marketing investment, infographics are among the most effective, as they allow you to quickly and easily convey complex information in a simple and shareable way.


Podcasting has become an integral marketing tool for large and small companies, allowing them to build a personal connection with an audience and deliver relevant and valuable content.

Podcast hosts have the opportunity to build a large audience of loyal listeners who’re actively engaged in the conversations, resulting in better brand recognition and sales.


Videos are a powerful way to engage with customers personally, showing them you care about them as individuals. They also make it easier for customers to see your company’s face and hear your voice, which helps build a sense of trust and brand awareness.

Use videos to showcase your products and services, tell a story, or give a glimpse into your company culture. As long as you’re honest, transparent, and true to your brand persona, you can share videos from your phone and see results.

Statistics That Prove Content Marketing is Thriving

Content is all around you; on your phone, tablet, radio, television, computer, video game console, and the list goes on. Here are some statistics from some of the leaders in content marketing.

Siege Media

  • “Social media use amongst senior citizens is up 66% in the last five years, increasing to 45% overall.”
  • “51% of content consumption derives from organic search.”

Semrush Blog

  • “97% of our survey respondents claimed that content was a tactic that formed an important part of their overall marketing strategy.”
  • “73% of companies that spend from 10% to 70% of their total marketing budget on content marketing were very successful.”
  • “55% of successful content marketing strategies focused on improving the quality of content.”


  • “56% of marketers who leverage blogging say it’s effective and 10% say it generates the biggest return on investment.”
  • “80% of video marketers claim that video has directly increased sales.”
  • “WordPress users produce about 70 million new posts and 77 million new comments each month.”

Startup Bonsai

  • “79% of companies use content marketing to generate quality leads.”
  • “Advisors predicted content marketing to be worth $412 billion by 2021.”
  • “71% of users said they viewed a blog post during their buying journey.”

Impact Plus

  • “Articles with videos get 83% more traffic than those without. In fact, articles with more than three videos generated 55% more backlinks than those with none.”
  • “88% of people say they’ve been convinced to buy or download a piece of software or app by watching a video. That number jumps to 96% when asked if a video convinced them to buy a product or service.”

Optin Monster

  • “45% of global internet users aged 25–34 listen to podcasts.”
  • “91% of B2B marketers use content marketing to reach customers.”
  • “60% of B2C marketers are committed to content marketing.”

Content Marketing Thrives in a Social Landscape

The question of content marketing flourishing in a socially-driven world is one of the simplest to answer. Yes, content still works and it’ll keep working because it’s SOCIAL.

Originally published at on August 18, 2022.



Summer Banks

Content strategist, ideologist, and creator. 15+ years of dedicated service to Google (the content overseer).