Many Companys don't even know what content treasures are hiding in their cupboards, drawers and file folders. These must be in the Welt be sent out to win new business. 4 steps to success.

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Content strategy: Give away what you know. Sell ​​what you can.

Interesting content often does not reach the public simply because some elders still believe Background be power. "We can't just spread our expertise on the market like that," managers often tell me. "In the end we just feed it to the competition."

So please! In a sharing economy, all of the world's knowledge is available to everyone at any time. What cannot be found on your website can be found elsewhere. And once you are there, then you are first gone. “Giving away what you know to merchandisewhat you can do, ”advises communication expert Kerstin Hoffmann.

Of course, this doesn't apply to the crown jewels of one Company: Strategies for success, manufacturing processes, secret recipes, company patents. But advice articles should be public. Then it cannot happen that someone else puts such knowledge online for the first time and then claims it for themselves.

1. Sifting content

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Anyone who has nothing to say gets caught fast in Oblivion. Only the one who constantly renews himself in the consciousness of customers anchored, remains in memory. Therefore, create a veritable pool of content from which you can draw as planned. To do this, an inventory is first made:

Once the quantitative analysis is done, the content quality is tuned:

Once the inventory is complete, the following arise Ask:

In this way, you check your content stock as part of a content audit and determine what is intended for the Measures is suitable and what is still missing.

2. Create new content material

Who systematic contentMarketing operates requires a constant flow of content material. The question of finding a topic quickly arises. To do this, first enter all the topics that could interest your target groups. There are various ways to do this Methods use, for example this:

Once the list of topics has been created, the suggestions are first clustered and then evaluated. Evaluation criteria are, for example, the relevance for selected target persons, the suitability for individual phases in a customer's purchasing process, the effort involved in the Implementation and so on.

3. Evaluation criteria for content selection

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The evaluation criteria to be defined determine which topics are used and in what order. Please do not allow yourself to be guided solely by your own assessment. That's a quick way to get it wrong. Rather, check them out Significance of the topics from the customer's point of view.

In addition, it must be continuously examined which topics in the Industry, among customers, in the Society and in the ecosystem Internet are currently being discussed or are about to make a breakthrough. A classic helper for this is Google Trends. This allows the popularity of topics and terms to be analyzed over time. In addition, synonyms can be placed against each other.

For example, it can be determined whether the People more like one Hairdryer or a hairdryer search. The result of such research can have a huge impact on how well your content performs. A great side effect: you start talking in the language of the customers. Company-internal terminology that nobody understands outside is extremely dangerous: what people do not understand, they do not buy.

In addition, the content of the competitors must be checked regularly in order to differentiate oneself from them or, even better, to top them. You bid for this – with Courage to be different – ​​content material that the competition is so not Has. In addition, the content owner must react immediately to daily events or sudden incidents. Because content also needs relevance.

4. Plain text content instead of buzzword bubbling

Each content needs an analysis of style and tonality: Are the texts useful at all? Informative and emotional at the same time? Is the language customer friendly, entertaining and concrete? Or do you communicate stiffly and distanced, academically and incredibly cryptic?

In texts in particular, we tend to express ourselves sedately and stilted, and preferably in epic length. Bloated, meaningless, cliché-like and foreign-word-riddled management slang comes in Business everywhere before. I call that buzzword bubbling. But that doesn't get you very far.

Nobody wants to decipher nebulous ramblings. Bad Communication creates general confusion and retreat. Or it causes misunderstandings that can lead to wrong conclusions and finally to fatal wrong decisions. “The language in the company tells the truth about it Character”, writes the author Gabriele Borgmann in her handbook “Business-Texte”.


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