Media Coverage

Study: Brands’ Content Quality, More Than Brand Size Or Budget, Determines Market Share

May 1, 2017

The jewelry store Tiffany & Co. taught women that good things come in small blue packages. The same may hold true for online content. A recent study suggests consumers are much more interested in the quality of the content rather than the size of the brand or the budget. Brands that can give consumers a personal experience win the share of voice in the market.

The findings from Conductor’s study — Organic Online Market Share by Vertical — provide insights on markets such as Insurance, Retail, Travel, Finance, and Real Estate. The report analyzes success and failure by vertical and provides advice on key search strategies that companies can focus on in each sector to increase their market share.

During the first quarter of 2017, Conductor tracked more than 150,000 search terms that consumers used to search for products, services, and information. In aggregate, these search terms represent more than 370 million searches by consumers.

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