Content marketing is the solution to one of the greatest challenges in corporate communication: while conventional forms of advertising are increasingly considered to be disruptive (keyword “AdBlocker”), content marketing relies on content with real added value. This form of communication is informative, entertaining, authentic, varied, advisory – and ideally tells a good story. This could be the online portal of a spark plug manufacturer, on which those interested in technology will find all they need to know about fitting. Or the customer magazine of a concert promoter with exclusive artist interviews. And a blog is an outstanding possibility for almost any company in order to provide an insight into its working methods and corporate culture for future employees.
Successful content marketing thus creates a relationship of trust between potential customers and companies. People who feel like they are well-advised by a company tend to be willing to use their products or services. At the same time, the reach of the company increases – as customers like to pass on useful content.
This pays off: 94% of company representatives in Germany, Austria and Switzerland rate the effectiveness of their content marketing activities as outstanding, very good or good.
From: CMF‐Basisstudie V 2016 (content marketing forum)
The most important thing in content marketing is a strategic approach. As only a long-term plan leads to success. And this is where we come in. Ultimately, content marketing is also all about one of our specialist fields: empathy. First, we put ourselves in your position – and then in that of your customers. Our proven user-centric working philosophy is thus the ideal approach for your content marketing project.
At the start, we determine together with you the aim of your content marketing measures. The entire further strategy is based on whether the focus, for instance, lies on increasing brand awareness or possibly instead on lead generation. Perhaps you would also like to specifically reduce calls to your service hotline by improving your online content. The more specific the goal, the better the success can be measured using key performance indicators (KPIs). This could be the number of visitors to your website, completed forms or newsletter subscriptions. If the objectives have been determined, we look at the target groups. To do this, we formulate personas in order to find out more about wishes and needs. At the end of this phase, we consolidate our acquired knowledge into a story, i.e. into a strategic core that forms the basis of all further measures.
Once goals and target groups have been defined, we research topics that interest your (potential) customers. When we know what your target group is looking for, we check how well you already answer their questions: we take stock of your communication channels – both digital and analogue. This kind of content audit may bring to light real treasures: this could, for instance, be informative content from brochures, which only need to be properly prepared digitally. What’s more, research and audits tell us what content we need to create from scratch. In the following planning phase, we determine responsibilities and plan resources: who creates the content, who grants approval, who takes care of distribution – and how much time is anticipated to be required for this? With editing plans, we even structure longer periods and thus create the greatest possible transparency for all those involved.
This is followed by the central task in the content marketing process – creating the content. This demands a great deal of creativity, but always using the previously developed strategic basis. The possibilities are diverse: humorously written lists, respectable business interviews, surprising infographics, useful video tutorials or entertaining podcasts. Perhaps the idea of a customer magazine was generated in the planning phase, and this now has to be filled with content. The content format is always a means to an end. The same applies to subsequent distribution via a very wide range of communication channels (website, blog, newsletter, social media, etc.). We use formats and channels that are best-suited to meeting the needs of the target groups. This kind of approach is the opposite of the less promising “let’s-post-something-on-Facebook-and-see-what-happens” method.
After the content has been online for some time, we check whether we are progressing towards our envisaged aims. To do this, we regularly check the key figures that we set right at the start. Naturally, we are also interested in how the posts are received by the target group and where we need to make adjustments. Popular posts are followed up, less popular posts are revised or replaced with new content. So, you see: successful content marketing is a continuous process of creation, evaluation and refinement.
Aktion Mensch, ebookers.com, FUJIFILM, Grundeigentümer-Versicherung, InfoType, Lekkerland Deutschland, Samsung, Trendpiraten, Vaillant
Would you like to know more about content marketing?
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