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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

PR as an industry has been evolving at a rapid rate with the advent of digital technologies and social media. To stay sharp, PR pros benefit when they learn from one another and understand how scope of public relations is changing in the modern era. 

Ready to up your PR game? You’re in luck! We’ve compiled a list of the best PR conferences to attend this year. 

Psst: Looking for the best marketing conferences? Check out our list!

2. Ragan & PR Daily: Social Media Conference

4. International Association of Business Communications (IABC)

Meltwater invites you to attend Meltwater Summit, a special 2-day event in the heart of New York City! 

Meltwater Summit is where creativity and innovation intersect for enriching professional growth and networking experiences. Elevate your expertise, be inspired and empowered as you chart the course for success in the ever-evolving landscape of PR, marketing, and communications. 

Thought leadership sessions: Gain a deeper understanding of emerging trends and future opportunities in inspiring talks led by industry visionaries.

Future-proof your approach: Stay ahead in the fast-moving digital world with talks on AI, adapting to changing consumer behavior, industry-shaping trends, building effective influencer partnerships, and much more.

Strategic insights: Uncover unique strategic insights from PR, marketing, & communications leaders at top brands and agencies, providing a roadmap to level up your martech stack.

Hands-on workshops: Participate in expert-led product workshops and earn onsite certifications in important digital marketing skill sets.

Make meaningful business connections: Engage in impactful networking breakouts and happy hours with seasoned executives and rising stars.

The 2026 Social Media Conference, held by Ragan & PR Daily, will take place at Walt Disney World Resort in Florida. It covers emerging trends in social media, and features a wide variety of high profile speakers in the communications field.

The Public Relations Society of America hosts several events throughout the year. Here’s what’s coming up: 

Counselors to Higher Education Senior Summit | March 9-11, Atlanta GA

This Summit brings together communications, PR, and marketing leaders from college campuses across the U.S. to share insights, research, and best practices. 

Counselors Academy | April 13-15, Carlsbad CA 

The PRSA Counselors Academy connects senior PR counselors with each other in an open forum where they can exchange insights and forge relationships. 

Travel & Tourism | June 7–10, Albuquerque NM

The PRSA Travel & Tourism Conference this year will focus on professional development and the ever evolving media landscape.

The theme of IABC World Conference 2026 focuses on the communicator’s evolving role in a rapidly changing world, how we stay agile, lead responsibly, and drive innovation. 

Put on by PRWeek, this PR conference drills down into the specific area of crisis comms, and how to master the skills required to execute crisis management effectively. 

Every two years (normally) Global Alliance PR puts on the World Public Relations Conference. It is a global event with past conferences being held in locations such as Toronto, Oslo, and Madrid. 

Put on by the Institute for Public Relations, the Bridge Conference is a place where academics and senior-level PR professionals come together to learn from and support each other. It’s also an opportunity for papers in PR scholarship to be peer-reviewed.

The International Journalism Conference is Europe's biggest annual media event, held every year in Perugia, Italy. Most sessions are held in English, or have translation available. The conference is open to journalists of all ages and skill levels.

These are some of the frequently asked questions about PR conferences. Have specific questions about Meltwater Summit? Check out our Summit FAQ here.

1. How do I choose the right PR conference for my role?

To choose the best PR conference for you specific role and needs, look at who the conference is designed for (in-house vs. agency, junior vs. senior), the types of sessions offered, and whether the speakers are practitioners, journalists, thought-leaders, or vendors. The best PR conference will be one that aligns with your day-to-day responsibilities and career goals.

PR conferences can definitely be worth the investment if they offer actionable insights, meaningful networking, and access to industry experts you wouldn’t otherwise meet. Many attendees justify ROI through new skills, strategic ideas, media contacts, or tools they bring back to their teams.

3. What topics are PR conferences focusing on in 2026?

This year’s top PR conferences are emphasizing how AI can be leveraged for communications and PR strategy, measurement and ROI, crisis preparedness, cultivating brand trust, establishing thought leadership, and the evolving relationship between PR and marketing teams.

4. Do PR conferences offer opportunities to meet journalists?

Some PR conferences include journalist panels, media meet-and-greets, or roundtables, while others focus more on peer networking. If journalist access is important to you, check the agenda and attendee mix before registering.

Best PR Conferences to Attend in 2026

Influencer marketing is a powerful marketing channel for businesses, enabling them to reach wider audiences and find new customers. Working with influencers has become an integral part of a brand's marketing strategy, and if this list of influencer marketing statistics is any indication, it shows no signs of slowing down. 

In fact, an Influencer Marketing Hub survey found that a whopping 90% of marketers believe that influencer marketing is effective and 72% of marketers agree that influencer marketing provides higher quality customers.

These influencer marketing stats clearly showcase the value of influencer marketing — and how it can help you increase sales, customer retention, and social media following.

Learn more in our Ultimate Guide to Influencer Marketing.

Influencer Marketing Statistics You Need to Know in 2026

Social Platforms Are Empowering Content Creators

Here are some top influencer marketing statistics to showcase the power they have in social media to influence purchases and other important KPIs for your team:

69% of consumers trust what influencers say and recommend (Shopify)

Today’s consumers are heavily influenced by reviews and recommendations from trusted friends, family members, peers, and influencers.

In fact, 49% of consumers depend on influencer recommendations, according to Digital Marketing Institute. Furthermore, 69% of consumers trust what influencers say and recommend. 

Authenticity, transparency, and the ability to compare different products and opinions are vital for purchasers today, which is why finding trusted influencers to partner with as a brand is hugely important for influencing sales and customer retention.

AI is entering the influencer marketing chat

38% of marketers say they they use AI for influencer marketing on a limited basis, while 22% reportedly use it extensively. (Digital Marketing Institute)

Tip: Learn more about AI influencers and using AI in influencer marketing

Spending on influencer marketing is estimated to reach 13 Billion by 2027

Currently, 25% of brands already spend about 40% of their marketing budget on influencers (Shopify).

51% of marketers say influencer marketing helps them acquire better customers (Digital Marketing Institute) 

When you use influencers to promote your products or services, you’re skipping several steps ahead of the hurdle that is proving the value to a cold customer. In other words, you’re reaching potential customers who are already predisposed to be interested.

Community building is a key goal of influencer partnerships for 46.9% of marketers (Influencer Marketing Hub)

This growing priority speaks to the unique power of finding relevant influencers with the intention of working with them over the long term. Long term partnerships facilitate greater audience trust, and build brand awareness in a holistic way, encouraging customer loyalty and longevity.  

People who who follow influencers are less likely to be turned off by sponsored posts or videos when they know: 1) the influencer enjoys working with a particular brand and 2) that brand supporting the influencer allows them to continue making the content their subscribers and followers enjoy.

Measuring influencer ROI is getting easier, but it is still a challenge for 60% of marketers (Shopify)

The methods for measuring ROI from influencer marketing, as well as the ways influencer success is quantified are growing in sophistication, but demonstrating ROI remains a top challenge.

Tip: Influencer marketing platforms like Meltwater make it easy to pull metrics, and follow campaign performance in real time. Click here for a demo!

Email subscribes is a growing method for tracking ROI 

In 2023, the number of marketers using email sign-ups as a way to measure ROI from influencer marketing nearly doubled, from 16% in 2022 to 31% in 2023. 

Relatability is key to influencer success

One of the reasons influencer marketing is so effective is their ability to be relatable to their audience. In fact 61% of consumers say those with relatable personalities are the most appealing to them. This further enforces that while celebrity voices can be important in the influencer ecosystem, you don't need to shoot for a celebrity endorsement anymore and finding an influencer your audience can actually relate will yield results.

34% of brands say they have difficulty finding influencers (Influencer Marketing Hub)

Part of this comes from the concern over fake influencers (67% of brands are concerned about influencer fraud). With AI-powered tools like Klear from Meltwater, it is getting easier for brands to quickly spot when an influencer is a good or bad fit.

You can also compare the best influencer management platforms on the market.

B2B companies say that Brand awareness is the top goal for 67% of B2B companies using influencer marketing (Sprout Social) 

Other main priorities for B2B influencer programs include: increasing credibility, increasing customer loyalty, and boosting engagement. 

Instagram is the preferred influencer marketing channel by most marketers

57.1% of brands prefer Instagram for influencer marketing, according to Influencer Marketing Hub. That's compared to 51.6% who prefer TikTok.

Instagram Reels are a huge purchase driver

79% of Instagram users (aged 18-24) have made a purchase after viewing a Reel. (Sprout Social)

88% of TikTok's creator base are nano influencers

Brands should think twice about overlooking the power of nano and micro creators. They often have highly dedicated and engaged audiences, and are typically less expensive to work with than larger creators.

1. Micro-influencers inspire up to 60% more engagement than other influencers.

2. Cost is a factor with 44% of marketers saying they prefer micro-influencers because they cost less.

3. Micro Instagram influencers boast an average engagement rate of 3.86%, while mega-influencers see only 1.21%.

Gen Z discover products largely through influencers 

A driving force when it comes to engaging with influencer content, Gen Z are more likely to make purchases based on influencer recommendations, and they express greater trust in influencers than older social media users. (Shopify)

Wondering how much influencer marketing costs? Learn more about influencer pricing. We also asked ourselves What Does ChatGPT Think About the Future of Influencer Marketing?

There is a strong incentive from top social media sites to keep creators making content for their platforms. Creator funds, certifications, and comprehensive dashboards displaying engagement and other success metrics are par for the course. 

TikTok, Reddit, and Meta have creator funds set up to nurture content creators and influencers.

Pinterest launched “Creator Code”, a fund designed to elevate underrepresented creator communities

Snapchat has a certification program to help advertisers achieve success on their platform

YouTube has a Media Kit feature in addition to their other creator tools, as well as consistently providing more ways to break down and showcase engagement metrics.

The influencer market will continue to become more competitive and brands should pay close attention to where their target audience for influencer campaigns lives. Because now, influencers on those platforms have more tools at their disposal to create even more engaging and high-quality content.

So there you have it! Will you be implementing an influencer marketing strategy in 2026 after reviewing these impressive influencer marketing stats? If the answer is yes, don't forget to contact a Meltwater representative to learn about our Meltwater influencer management solutions.

Tip: These are the best social influencer management platforms and social influencer marketing tools.

Are brands shifting budgets toward smaller creators?

Yes, brands are increasingly shifting budgets toward micro and nano creators. Smaller creators are prized for authenticity and measurable engagement, which drives real results beyond impressions. This reflects a broader trend away from big-name influencers toward creators with genuine niche impact.

Do consumers trust influencers more than brands in 2026?

Yes, data shows that consumers are increasingly trusting influencers over traditional brand messaging. Influencers are typically seen as more relatable and authentic, especially when content feels real and personal.

Are virtual influencers gaining traction in 2026?

Yes, virtual influencers and AI influencers are growing, but they aren’t replacing human influencers. Instead, they’re becoming a complementary strategy for specific goals like round-the-clock content, novelty branding, and creative storytelling.

Learn more about the current status of influencer marketing, tactics, tools, and more in our free Ebook:

The Most Important Influencer Marketing Statistics for 2026

Bill Gates wrote these famous words in a 1996 essay: "Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting."

This was back when the internet was still in its infancy. Businesses and consumers alike were still testing the digital media waters. The internet wasn’t yet on our phones, much less in nearly every household. So much has changed since 1996, but Gates’ prediction remains truer than ever — content is the king of digital marketing.

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online (DemandSage, 2025), it’s no surprise that many marketers embrace a content-first perspective.

Here's a closer look at what content marketing is and why it matters more than ever.

What do content marketers and content managers do?

What are the different types of content marketing?

What are the benefits of content marketing?

What should be in your content marketing toolkit?

Digital content creation and content marketing examples

How Meltwater can help with content marketing

Tip: Stay on top of content marketing trends and make sure you learn about the most important content marketing metrics to measure.

Content marketing is the intentional approach to creating valuable, useful, relevant content for online audiences that encourages a specific action from the viewer.

The idea is that when brands can promote value to the user above anything else, users will be more informed, and sales will naturally follow.

Don’t BS your audience. Content marketing is supposed to be all about answering the audience’s questions. Giving them what they’re looking for.

Truth be told, the whole internet could technically be considered “content.” What sets regular content apart from digital content marketing is intention.

A hallmark of content for marketing purposes is that it steers away from traditional marketing messages. Rather than promote an item or brand in a sales-y way, content marketing focuses more on providing and proving value to audiences and less on immediate sales.  

Marketers have a goal in mind, whether it’s to build brand awareness, improve lead generation, drive sales and other conversions, gather audience feedback, or similar goals. From there, a content marketing manager, also known as a content marketer, decides which type of content will help them achieve that goal.

Tip: Every content marketer should perform a content audit every once in a while to make sure their content is always up-to-date.

Regardless of how you market to your online audience, content plays a key role in your strategy. It’s the images, videos, and posts you share on social media. It’s the landing page people see after they click on your pay-per-click (PPC) ad. It’s the variety of links that show up on search engine results pages to match a user’s query and guide them to your brand.

The good news is that you don’t always have to start from scratch. 82% of marketers repurpose content across various social media channels (Meltwater, 2025). Repurposing content helps you get more mileage out of your best-performing assets, saving time and effort while keeping your messaging consistent across every platform and touchpoint so your brand shows up with the same story, no matter where buyers find you.

From SEO to inbound marketing, social media to PPC ads, brands rely on quality digital content creation to get seen and boost conversions. Here are some of the different types of content marketing you’ll want to explore:

<table class="table-primary">
  <thead>
    <tr>
      <th>Content type</th>
      <th>What it is</th>
      <th>What it’s used for</th>
      <th>Why it works</th>
      <th>Examples</th>
    </tr>
  </thead>
  <tbody>
    <tr>
      <td><strong>Blog posts</strong></td>
      <td>Written articles published on a brand’s website</td>
      <td>Education, SEO, thought leadership</td>
      <td>Builds authority over time and attracts organic traffic</td>
      <td>How-to articles, explainers, opinion pieces</td>
    </tr>
    <tr>
      <td><strong>Infographics</strong></td>
      <td>Visual representations of information or data</td>
      <td>Simplifying complex topics, increasing shareability</td>
      <td>Easy to scan and understand, highly shareable</td>
      <td>Data visualisations, process diagrams</td>
    </tr>
    <tr>
      <td><strong>Videos</strong></td>
      <td>Visual and audio content designed to inform or engage</td>
      <td>Awareness, engagement, education</td>
      <td>High engagement and strong storytelling potential</td>
      <td>Explainer videos, tutorials</td>
    </tr>
    <tr>
      <td><strong>Ebooks</strong></td>
      <td>Long-form, in-depth written content</td>
      <td>Deep education, lead generation</td>
      <td>Provides high-value insights that justify sign-ups</td>
      <td>Topic deep dives, practical guides</td>
    </tr>
    <tr>
      <td><strong>White papers</strong></td>
      <td>Research-driven, authoritative documents</td>
      <td>B2B education, credibility building</td>
      <td>Positions brands as experts using data and analysis</td>
      <td>Industry research, solution-focused papers</td>
    </tr>
    <tr>
      <td><strong>Case studies</strong></td>
      <td>Real-world examples of customer success</td>
      <td>Consideration and decision-making</td>
      <td>Builds trust through proof and results</td>
      <td>Customer success stories</td>
    </tr>
    <tr>
      <td><strong>User-generated content (UGC)</strong></td>
      <td>Content created by customers or users</td>
      <td>Trust-building, community engagement</td>
      <td>Seen as more authentic than brand content</td>
      <td>Social posts, testimonials</td>
    </tr>
    <tr>
      <td><strong>Influencer content</strong></td>
      <td>Content created with or by influencers</td>
      <td>Reach, credibility with niche audiences</td>
      <td>Leverages existing trust and influence</td>
      <td>Sponsored posts, collaborations</td>
    </tr>
    <tr>
      <td><strong>Reviews</strong></td>
      <td>Customer opinions and feedback</td>
      <td>Purchase influence, social proof</td>
      <td>Helps audiences make informed decisions</td>
      <td>Product or service reviews</td>
    </tr>
    <tr>
      <td><strong>Checklists</strong></td>
      <td>Step-by-step actionable content</td>
      <td>Practical guidance, task completion</td>
      <td>Simple, useful, and easy to apply</td>
      <td>Planning checklists, process lists</td>
    </tr>
    <tr>
      <td><strong>Slide decks</strong></td>
      <td>Presentation-style visual content</td>
      <td>Education, storytelling, idea sharing</td>
      <td>Clear structure and visual clarity</td>
      <td>Strategy presentations, educational decks</td>
    </tr>
  </tbody>
</table>

A content marketing blog is among the lowest-hanging fruit for brands. Blog articles provide customers and potential customers with relevant and useful information, and as a bonus, they provide a natural way to promote your products or services. For example, if you sell a software product, your blog might include articles about its unique features, tips on how to use it, or answers to common questions.

Blogs also boost your brand’s search engine optimization (SEO), which is essential for helping people find you via search engines like Google. Your articles help you reach people who are searching for what you offer. Do some keyword research to come up with content ideas that will resonate with your users. Build each blog around a unique keyword to keep your ideas focused and relevant.

To get even more mileage from blogs for your content marketing strategy, you can share posts to social media and in your emails. Sharing your articles with those audiences gets more exposure for your blog.

Tip: You can also leverage videos for SEO on YouTube

Infographics are like blog posts but more visual. Instead of sharing information in an article format, you can turn your ideas into graphics. These are light on text since the images do most of the talking. They’re ideal for turning complex or boring topics into engaging content.

These are especially helpful for tough subjects because the human brain processes images much faster than text. Information that might take a person several minutes to read and understand can be presented in an infographic and understood in a fraction of the time.

Infographics are 30 times more likely to be viewed compared to text-based content (DemandSage, 2026), plus colorful graphics can increase conversions by up to 80%. Finally, infographics are super shareable!

It's no secret that video content has taken the online world by storm. Video now accounts for 82% of all internet traffic and is one of the most popular content types (Synthesia, 2025). 

Videos help bring ideas to life, are easy to digest, and turn complex concepts into easy-to-understand topics. For instance, you might offer a step-by-step look at how to perform a specific task with your product.

Because of their widespread appeal and ability to share lots of details quickly, videos are a great way to bring more value to your audience.

Tip: When creating videos, make sure to follow the correct social media video sizes and specs! Get inspiration from 50 ideas for video content.

Ebooks are excellent tools in any content marketing strategy focused on generating qualified leads. Pick a topic that relates to your brand and requires a more in-depth explanation than the average blog post can offer. Then let your audience download the ebook in exchange for a small fee or their email address. That way, you’ll generate leads who are truly interested in the topic, and you can continue helping them learn more about your brand and product or service.

For middle and lower funnel leads, case studies can pack a powerful punch. Case studies give an in-depth look at a customer who has used your product or service and the results they gained. They rely on real stats and figures to illustrate the story and usually contain quotes from the customer about their experience.

Similar to ebooks, white papers offer another way to build trust with your audience. The difference between a white paper and an ebook is that white papers tend to be more data-driven. They’re filled with research and present information factually. They are a great way to highlight original research you have that other brands don't. Because the data does the talking, you can use white papers to promote your brand in a non-salesy way.

User-generated content (UGC), is content created for your brand by real users or customers. It might be a video or photo of them using your product or a tutorial showing others how something works. UGC carries a lot of weight because it’s made by real people, not your brand. Users trust UGC and see it as raw, honest, and unbiased.

Tip: Check out these user-generated content examples, learn more about the UGC LLM citation layer, and understand why UGC is the new visibility engine.

Influencer content is similar to UGC. The difference is that influencer content is usually commissioned by the company or brand, whereas UGC happens organically.

You can hire influencers to promote your product or service to their audience. This helps you expand your reach and adds a layer of authenticity to the process because you’re not creating the content yourself. It's one of the most effective content formats because it's like getting a personal word-of-mouth recommendation rather than a typical marketing message. 49% of consumers rely on influencer recommendations, and 69% trust what influencers say and recommend (Meltwater, 2024).

Another form of UGC, online reviews and customer testimonials, is an example of high-converting content. They give direct insights into your product or service, are created by your customers, and shed light on their personal experiences.

The Meltwater Blog

Best PR Conferences to Attend in 2026

The Most Important Influencer Marketing Statistics for 2026

The Power of Content Marketing: A Complete Guide

How to Track LLM Prompts and Measure AI Visibility

70+ Social Media Stats for 2026

What is Brand Management and Why is Good Branding Important?

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