We live in the era of content experience

Digital Marketing has long ceased to be a market trend to become an indispensable investment for growth and sustainability for companies. In this sense, emerging on 2010, the concept of content marketing, where the main focus was to create relevant and valuable content, attracting, involving and generating value for people in order to create a positive perception of the brand and thus generate more sales.

The evolution of content marketing results from the experience of content, a broad concept that encom-passes the way its audience engages, consumes and responds to its product or service. Quality experienc-es focus on reaching the consumer with relevant subjects and unique formats in a way that one identifies with what has been shared.

It is important to mention the great potential of the content experience on social networks, since not only the numbers of users are huge but also their involvement with the networks is increasingly growing and broad. According to Statista Global Consumer Survey, on average, global Internet users spend about 144 minutes a day browsing the social networks.

The power of social networks is such that the number of global users is expected to reach about 3.43 bil-lion active social network users, monthly, by 2023, that is about a third of the Earth's entire population.

With all this reach, social networks are proving to be a fertile ground for digital marketing focused on content experience, generating visibility and business for companies.

Figure 1—Worldwide activity of social network users

Source: Statista Global Consumer Survey (February 2020)