Why you (still) need meaningful content in 2022

Content marketing has an important role in 2022

Table of Contents

With the rise of new innovative technologies and engaging platforms, it is an incredible advantage if you are one of those companies that have cracked the code of writing meaningful content. But how exactly can writing content still benefit your business in 2022?

In today’s fast-paced over-in-a-second world of social media, creating consistent and relevant content has become more critical than ever. People are tired of pop-up ads following them in every digital footstep they take – they want premium content and value for their readership time.

Yet, many companies choose not to invest resources in producing content as it is time-consuming. Many communication and marketing departments even face reluctance from senior stakeholders when allocating too much time to producing and writing premium content.

In this piece, we introduce three reasons why writing and creating premium content is an excellent investment for your business – and why you should start creating meaningful content now.

1: Building trust and brand reputation

Trust, loyalty, and brand authority are benefits of creating meaningful content. With informative articles or inspiring blog posts, companies can showcase the value of their brand while building a sense of trust with their audience.

However, many brands fail miserably because they focus too much on selling instead of creating exciting content that is valuable for the target group.

Let’s take an example.

Imagine you are a B2B fintech company that offers software and digital solutions within the e-money industry. Your customers know what problem they are trying to solve but may not know much about the products that can help them. Therefore, they seek in-depth information to educate and reassure them before purchasing.

Sadly, when they visit your website, they are only met with a bunch of pop-up ads, a chatbot that says, “BUY NOW,” and maybe a few outdated and self-absorbed blog posts.

Your competitor, however, projects expertise and authority through informative, engaging content addressing current trends. They leverage content packed with valuable tips and data-driven insights about the digital economy. This immediately builds trust and rapport, and your potential customer will likely choose to buy from your competitor instead.

Educate, entertain and inspire

As you can probably tell, sharing relevant, compelling information that genuinely helps the audience by giving them advice, guidance, and inspiration (at no cost), increases credibility and makes potential customers trust a brand even more. 

Your product or service is probably great, but remember that meaningful content should entertain, educate, or inspire. Your audience will give you the trust you need to develop an enhanced reputation. As advised in this elegant piece by Forbes: “Focus on value, not promotion” (1).


Don’t make it all about you or your company’s product and services.

The power of linking

When you build content that resonates with your audience, you can also generate authoritative backlinks. A backlink is created when another website links to your website (also called an inbound link), and you generate these links by creating trustworthy and meaningful content. Not only does this essentially act as free advertising, but it can also improve your search rankings – more on this in point 2 below.

If you’re an experienced marketeer, you probably already know how hard it is to earn high-quality backlinks. However, other sites and companies will start linking to your content if you can provide valuable insights and show authority within your industry.

So, the question is: how can you create trustworthy and linkable content suitable for the New York Times?

2: Premium content can increase website traffic

In the age of TikTok, Clubhouse, and not to mention The Metaverse, some companies forget the importance of driving visitors to their websites. It may sound old school but increasing your website visitors is essential if you want your target group to gain knowledge and find value in what you offer. 


Creating and sharing good, SEO-friendly content helps you generate the traffic you need.

Remember the backlinks we talked about earlier? These links not only boost your content authority and brand reputation, they are also extremely important for website traffic.

Companies with authoritative backlinks indicate to search engines like Google, Bing, and Baidu that the content is credible and valuable. If your content is high-quality, these engines will automatically drive more organic referrals to your website, increasing your traffic, boosting content authority, and increasing rankings on search engines. 

Website traffic is not the only thing that plays a big part in your business’s success, but it is a good reason you should still focus on writing meaningful content or sourcing premium content.

3: Driving conversions

By now, you may be convinced that creating meaningful content is valuable for your business. But you may still not feel you have enough for your monthly performance review when your manager wants to know how “all of this” benefits the bottom line.

The beauty of content creation is that it can help generate revenue or drive user conversions – signing up for a newsletter, sharing a blog post on social media, or buying a product. Today, the value of your content can be measured – and if it’s done right, your manager will quickly see content as an investment, not a direct cost.


If you need more arguments to convince your boss, read our blog post: Four common objections marketers face about content marketing

We have already established that great content can result in more organic and relevant website traffic. But most users won’t be ready to buy from you the first time they hear about your business. They need to know you better before they commit to something. With relevant content and information, you have the opportunity to mature your target group on their way through your funnel.

According to HubSpot, marketers who prioritized blogging in 2019 received 13X more ROI than companies that did not (2). So, sharing interesting industry knowledge and inspiring how-to’s or critical business insights can, in the end, help your business generate leads and convert them into sales. How does that sound to your manager?

Is content still king in 2022?

As you can probably tell, there are plenty of good reasons why brands shouldn’t underestimate the power of meaningful content. Despite “Content is King” being a somewhat overused saying, content retains its crown 26 years after Bill Gates coined the phrase in 1996 (3). Nevertheless, there is no quick fix to producing significant, exciting and premium content. Like many other things, it takes time. 

Not sure where to start?

Not to worry, we’re here to provide access to plenty of original content, vetted and backed by trustworthy sources for your content marketing efforts.

At ContentAvenue, we believe in the power of originality, quality, and integrity to help you engage your audiences and exceed your goals.

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  1. Forbes. How To Use Content Marketing To Build Brand Trust, 10 March 2021, https://www.forbes.com/sites/forbesagencycouncil/2021/03/10/how-to-use-content-marketing-to-build-brand-trust/?sh=5ebc4b525e35.
  2. HubSpot. 31 Business Blogging Stats You Need to Know in 2021, 11 May 2020, https://blog.hubspot.com/marketing/business-blogging-in-2015
  3. Gates, Bill. Content is King. 1996. Microsoft, https://web.archive.org/web/20010126005200/http:/www.microsoft.com/billgates/columns/1996essay/essay960103.asp.
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