When you’re in SEO, the word “quality” comes up surprisingly often. 

And, for all the recent gains made by other tools, let’s be real: It’s still largely Google that decides what “quality” means. 

In the recent past, quality often meant skyscraper content that crammed every little fact you possibly could into one massive piece of content. But that’s been upended by recent algorithm changes, not to mention the proliferation of AI-generated content.

So what makes for quality content in 2025?

My colleague, Amy Rigby, chatted with 8 content strategists from around HubSpot Media to gather their top tips for creating quality — and the real ways they put those tips into action.

In today's email: 

• How HubSpot Media thinks about quality in the age of AI
  
  
• How to use Morning Brew's own demand engine
  
  
• Why video is vital to ecomm marketing

|   Inside Scoop

This week, my colleague Amy Rigby shares 10 tips the HubSpot media team actually uses to create quality content.

As someone who’s made a living writing for the web for over a decade, the term “quality content” haunts me. The bar, it seems, is constantly shifting, ever subject to Google’s changing algorithms and, as of late, AI’s rising influence. It’s a lot.

So, what are the keys to writing quality content for your website, especially in the age of AI? I asked eight HubSpot content strategists for their top tips. I’ll share them inside, along with real-world examples of how HubSpot puts those tips into action.

The first tip:

Organize your content around topic clusters — and stick to them.

When I first started blogging in the early 2010s, a single blog could build up enough domain authority to write about practically any topic — from travel to business to health — and rank well almost every time.

Those days are gone. Google favors topical authority more than ever before.

For example, I had a lifestyle blog that, up until 2020, was ranking number one for keywords about termites. And now, guess what kind of website ranks for those keywords? Pest control sites. As it should be.

Google is doubling down on ensuring that publishers, especially those in “Your Money or Your Life” (YMYL) niches, are writing about the topics for which they have authoritativeness.

In SEO, authoritativeness means that not only do you have the experience and expertise, but you’ve also got a strong reputation and are a recognized source on that topic.

So how are we focusing our experience and expertise? By leveraging topic clusters. Find out how the HubSpot media team is applying this and 9 more tips inside.