ContentMarketing is reader-centric, content-rich utilityCommunication in the form of good content. She is in a thoroughly digitized and at the same time tired of advertising Welt the really big hit. Just wondering how to go about it properly.

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1. What are the most important goals in content marketing?

In content marketing that is Companys although present, it appears only discreetly as the originator. Objective it is rather, about high-quality Background and suitable know-how to arouse interest, to impart expertise, Trust and to introduce the intended target persons to the provider and its products.

Content marketing also wants to make existing customers loyal, occupy a theme world, provide topics of conversation, brand attractiveness increase and secure competitive advantages. Content is therefore aimed at directly addressing existing and potential customers customers as well as to a broader public.

2. Why is the importance of content marketing increasing?

After the number of touchpoints, that is the points of contact between the provider and the market, is constantly growing, the customers are becoming more and more spoiled and the Methods lead generation are becoming more and more sophisticated, new, fresh content is constantly needed to feed the (potential) customer base appropriately.

In addition, consumers are increasingly immune to the usual advertising babble of providers. Finally, due to the increasing number of portals and channels on the web in Future more and more unused content is required. Class counts, not quantity. Better one piece of really good content than ten miserable ones.

3. Is content marketing expensive?

The answer is yes and no. True, you can save a lot of media budget, so Money, which used to be in classic Advertising raft. However, for content production, you need more resources to produce substantial content draw up and to place. In addition, content is classified as more serious, trustworthy and therefore more attractive than advertising. That pays off.

For a long time, the buzzword of content shock has been around. Not only is there far too much content material, it is massively useless, inaccessible, annoying. What is useless for a recipient, will land carelessly on the content graveyard. 08 / 15 content goes down mercilessly. Bad content is incredibly expensive.

4. How fast does content marketing work?

Even if your content is really good, it takes patience. Breakthrough results are usually only after months. In practice, a mix of inbound and outbound activities, ie content coupled with traditional advertising measures, makes sense, especially if fast results are required.

Unfortunately, many companies are still very neglectful when it comes to content. In a lengthy decision-making process, umpteen people have a flyer that ends up in the trash unread Eyes awake. Content, on the other hand, that Internet forever, should an assistant create it in a hurry? In such a case, the content is completely ineffective.

5. Can content score with sustainability?

Content is with the Sustainability front. An ad is viewed for a maximum of two seconds on average, if at all, and is then immediately forgotten. A banner is clicked away without being seen if you don't have an adblocker anyway. Postbox advertising, if it is allowed to end up in the postbox at all, goes straight into tray P. And what people do when commercials are on TV is well known.

If, on the other hand, you place content on your own website and / or on third-party platforms on the web, it will do its job in the long term. Online-Content works 24 hours a day, 365 days a year. This way, a prospect can find you even if you are on vacation or closed for the weekend. In any case, content almost exclusively reaches young target groups digitally. Since this is mainly controlled via smartphone, it must be mobile-optimized and user-friendly.

6. What does content need to make it work?

If content is to work, it needs more than this sober, almost technocratic sounding Term implies. In her practical book “Think Content!”, Miriam Löffler points out out that the term in English as well as in French, Italian and Spanish as much as satisfied in the sense of glad and happy means.

This brings us much closer to the subject. Everything that falls into the content category, on the one hand, is about substance, that is, well-founded knowledge that has been prepared with qualitative depth. On the other hand, it is also about emotionalizing elements. Because, ideally, something useful is always entertaining too. Amusing explanatory videos, touching pictures and original infographics are popular examples.

7. Is storytelling helpful in content marketing?

Our brain thinks primarily in pictures and stories. In contrast to the abstract, as well as a jumble of letters and numbers, these generate greater neural activity and thus a greater willingness to take action and make decisions. For this reason, moving practical reports and gripping success stories help providers to attract more interested parties and clear increased chances of graduation.

In addition, not only company-specific stories are told. The customers and employees produce a lot of content material themselves by reporting on their experiences and experiences, especially on the web. Such User Generated Content (UGC) or Employee Generated Content (EGC) plays an increasingly important role in the market.

8. What role does content play in search engine marketing?

The more complex a company's services are, the more likely content communication is Sinn. Digitization and the internet are driving the trend towards content immensely. If you are looking for something specific using a search engine, you want information that will help fast and uncomplicated any Problems to solve.

For example, anyone who gets the first worry lines because of a few lost hairs first wants an overview. So he googles “Hair loss – what to do?” and not “Alpecin Liquid”. Who good answers to urgent Ask and shows himself to be a friend and helper, is at the top of the search engine hits. The content naturally leads to the right offers.