Content expectations haven’t just shifted in the last few years; they’ve fundamentally changed. AI has made it easier than ever to produce content at scale, but volume alone doesn’t create value. In 2026, high-performing content must do more than simply get published. It must earn attention.
This article is an overview of what Brandpoint leaders are seeing in real-world content creation today.
In this blog, we’ll cover:
- The biggest shifts shaping content expectations
- What brands often get wrong in the AI era
- What high-performing content needs to do to stand out
High-performing content in 2026 isn’t about doing more. It’s about doing the right things, intentionally.
The Shift in Content Expectations
Audience expectations are higher than ever, attention is harder to grab, and content is now expected to do multiple jobs at once — from improving discoverability to creating genuine emotional connection. Across our team’s perspectives, one shared shift stands out: high-performing content must be more intentional, more targeted and more human.
That shift is reflected in how brands think about credibility and relevance. As Annette Albrecht, Director of Sales, Growth & Strategy at Brandpoint, explains:
“We’re seeing a growing emphasis on bylined placements and more precise regional targeting. Brands want content that feels credible, authored and relevant to specific audiences — not generic.”
Where content appears matters just as much as how it’s crafted. MaDonna Sheehy, Brandpoint’s Director of Marketing, notes that audiences increasingly seek stories in environments they trust:
“Niche publications are playing a much bigger role in successful marcom campaigns. Audiences want stories in the communities they already trust, and content — earned or paid — has to authentically reflect what matters to them.”
At the same time, expectations around what content must deliver continue to rise. Laura Malm, our Senior Manager of Creative Services, points to the need for content that balances strategy, emotion, and discoverability:
“Content has to do more than ever before — support marcom goals, appeal to AI for GEO, and meaningfully connect with readers. Emotion and tailored messaging make the difference, and the human touch is what gives content heart.”
The biggest shift isn’t about format or channel — it’s about expectation. Content now has to be strategic, discoverable and genuinely meaningful to the audience it’s meant to serve.
What Brands Get Wrong in the AI Era
Many brands assume that AI’s most significant impact on content is speed and scale. The reality is that AI hasn’t changed how much content brands should create — it’s changed how intentional that content needs to be. As MaDonna puts it:
“Most savvy content consumers can tell when something is AI generated, and when they notice, the reaction is rarely positive. AI is valuable for strategy, research and workflow support, but fully generating content can damage credibility and alienate core audiences.”
The misconception often comes down to volume. Laura notes:
“Brands think quantity is the key to winning in the AI era. In reality, quality is just as important, if not more.”
Winning in the AI era requires credible content, consistent messaging and a thoughtful cadence across the PESO model. AI hasn’t lowered the bar for content; it’s raised it. Brands that mistake volume for value risk becoming invisible.
If you’re navigating how AI and modern search are reshaping discovery, read 11 Quick Do’s and Don’ts of AI-Driven Search and Branded Content.
What High-Performing Content Needs to Do in 2026
Rather than following a checklist, high-performing content in 2026 is guided by a set of shared principles. These principles reflect a shift toward more intentional planning, stronger storytelling, and a clearer understanding of how content is discovered and consumed in an increasingly crowded landscape.
Principle 1: Plan for visibility, not just publication
High-performing content starts with a plan for where it will live, how it will be found, and how it will perform — before it’s ever created.
As Annette explains:
“Teams should build a plan that includes both paid and earned placements. If you only plan for earned and it doesn’t break the way you hoped, you’re stuck. Budgeting for paid from the start helps ensure you get the visibility and results you need.”
Publishing alone is no longer enough. Content needs a distribution strategy that considers earned and paid placements, along with the environments most likely to surface that content to the right audience. MaDonna adds that where content appears is now a critical part of visibility:
“Audiences want stories in the places and communities they already trust. Niche publications are playing a much bigger role in helping brands show up credibly and meaningfully.”
Visibility today is often earned based on where and how content shows up, not just how many clicks it gets. For more on that shift, see Brandpoint’s The Visibility Economy: Why Impressions Are the New Clicks.
Principle 2: Tell stories that connect — not just inform
In a world of oversaturated content, information alone isn’t enough to capture attention. High-performing content in 2026 connects with audiences on a human level through authenticity, emotion and relevance. As Laura notes,
“It’s the human touch and emotionally resonant messaging that give content heart and help it meaningfully connect with readers. Tell stories that matter and connect with target audiences. Be authentic.”
MaDonna adds that authentic storytelling starts with deep audience knowledge:
“Be relentless about knowing your audience inside and out. Where are they online, who do they trust, and what influences their decisions? The more you understand them, the more your content can feel relevant and genuinely connect.”
Stories that are thoughtfully tailored to the audience they’re meant to reach feel more intentional and credible, making it easier for brands to stand out in a crowded landscape.
Principle 3: Design content for humans and AI
Content that performs well in 2026 is designed to be understood by both people and AI. While a strong message still matters, structure, format and clarity play an equally important role in how content is discovered, interpreted and surfaced. Laura explains:
“Content has to be created with both readers and AI in mind. Considering AI and GEO strategies and using clear structures like FAQs, Q&As and bylined articles helps readers understand and discover content.”
Visually driven elements such as video with subtitles and infographics supported by strong metadata further strengthen discoverability, making content easier to find, consume and trust across platforms.
Read more about this angle in 3 Steps to Build a 2026-Ready PR Campaign, where we explore how AI-driven search and evolving discovery behaviors influence modern PR and content strategy.
Principle 4: Get more mileage from what you create
Content shouldn’t be built for a single post, placement or one-and-done moment. In 2026, the teams getting the strongest results are designing content with longevity in mind, then extending it intentionally across channels through cross-promotion and re-publication. Laura adds:
“One of the easiest ways to extend a strong story is to expand your format portfolio. Turning one idea into FAQs, listicles, video or visual-forward content helps it travel further across channels.”
When reuse is the plan from the start, high-quality content continues working long after its initial publish date. Getting more mileage from content not only increases visibility but also helps strong ideas perform well over time instead of fading after a single release.
Principle 5: Allow space to learn and adapt
Perfection is a moving target in a landscape that keeps changing. Teams need to build systems that allow them to iterate, learn and improve over time, rather than waiting for perfection.
As MaDonna puts it,
“Test and try. Maintain a steady feedback loop of what pieces get traction, which angles get attention, which channels work best, and what falls flat. Don’t be afraid to adjust.”
That kind of ongoing learning, paired with strong fundamentals, is what keeps content strategies effective. And as Laura reminds us, it’s important to give yourself grace, keep learning as you go, and refine your approach with each cycle.
High-Performing Content Earns Attention
In 2026, the brands that win aren’t the ones publishing the most content. They’re the ones showing up consistently with a strategy, not just a campaign, and prioritizing visibility through intentional storytelling instead of speed for speed’s sake.
High-performing content in 2026 doesn’t chase trends. When content is clear, credible and created with purpose, it’s more likely to be found, trusted and remembered by the right audiences and systems.
Curious how these principles apply to your content strategy? We’re happy to talk through how visibility, storytelling and distribution can work together for your goals. Contact us to learn more!
