Links have always commanded significant focus when it comes to increasing organic search performance.

Over the years, SEOs have built them by any means possible — legitimate and otherwise.

This move has led brands and SEOs to create huge volumes of content, often in a silo, with the pure purpose of building links to drive organic search performance.

Meaningful Brands is Havas Group’s measurement of brand strength, and over the last 10 years, the Meaningful Brands have outperformed the stock market by 206 percent.

The study found that content delivered by brands is underperforming to such an extent that it’s having little impact on business results or people’s lives.

Eighty-four percent of people expect brands to produce content.

The text above is a summary, you can read full article here.