• Wirya Hassan


Content marketing" is one of the basic concepts for the training of modern marketers.

Classic advertising, which relies on advertising promises and a one-way communication style, has less and less chance of success in today's world. The breakthrough of digital media is increasingly leading to a self-determined lean-forward mentality among the consumer. To gain his interest, you need content that actually interests him.

Common formats for web content are blogs, videos, picture galleries, tutorials or white papers. The mix and weight you choose depends on the target group. In any case, the basis of your content strategy should be text. Because text content is one of the most important SEO factor these days. Anyone who wants to be found on the net, needs high-quality and individually written text contributions. Of course, you can achieve the same effect with, for example, AdWords, but only and for as long as it is paid for. Get long-term traffic with good, text-based content.

1. Define goals

As in any marketing, pure actionism in content marketing is not very effective. Therefore, first of all determine what special benefits you expect from your campaign. Typical goals include:

- Brand Awareness: Your brand or a specific product should become better known.

- Customer loyalty: By adding value and strengthening trust, the business relationship with the customer should be strengthened.

- New customer approach: Your content should reach new audiences and turn them into customers of your company in the long term.

- Improve your image: You want to stand out as experts among the competition and sharpen your profile.

Define your target audience and align your content to their questions. It can be helpful to break the target group down to an ideal type of the visitor - also called persona (characteristics such as: region, age, occupation, interests, income). To do this, you use data from eg customer service, Google Analytics or Facebook Insights. The goal must ultimately be to deliver the perfect content for this person.

2. Define strategy

It is not wrong to intuitively deal with web content, you often meet with spontaneity and current topics the nerve of the hour. Nevertheless, the foundation behind your activities should be a predefined strategy. These include theme and production plans as well as the timely publication of your content. But a watertight content strategy includes more than that:

- Competitive Analysis: Look at the topics and niches serve your competitors serve. With unique selling points you have more trumps in hand to inspire users for your content.

- Speech & Keywords: In general, you will want to net their visitors on the net. In any case, develop the right address for your respective audience and consistently pull it across all communication channels. Also, define "Love Words" - a list of words that you would like to associate with your company's products and image. On the other hand, you can set “no-words” that you do not want to associate with your business.

- Content Audit: Review existing content according to audience relevance and compliance with your business goals. If necessary, adjust or delete inappropriate content altogether. The following questions will help you to screen:

• Are the contents discoverable? (H1 / H2 tags, correct metadata, etc.)

• Are they readable? (Outline, colouring)

• Are they understandable? (adapted to the target group, spelling)

• Is your content activating? (Call-to-action, comment function)

• And are they worth sharing? (Emotional reaction, attachment points)

- Publication plan: Now specify in which intervals you want to produce which content for which format. Note the time required for research and procurement of means of production. Good planning is months ahead of actual implementation.

- Set budget: Content marketing is cheap and sustainable, but by no means free. Even if you create or have your content created in-house, you have to factor in the working hours invested in the task. If you want to create videos, you need appropriate equipment and editing software. In addition, you should consider advertising budget to support your shared content in the social networks and Google, at least initially to jump start the project.

3. Content production

The most important aspect first: curating content does not mean stealing content. Do not be tempted by the temptation to take over content in the copy and paste fashion. For one, of course, for legal reasons, on the other hand Google either demotes does not list duplicate content. If you do not employ In-house staff to create texts or multimedia content, think about hiring a content agency or look for freelance copywriters. An in-house force that is familiar with the style and values of your company makes sense, not least because of the short communication channels. Engaging an agency is more impersonal and more complicated, but the result after a certain time can be of a high professional level. Decide for yourself which aspects are most important to you. As a rule, production will proceed in the following way:

• Editorial topic selection

• Agreement regarding the content format

• Definition: Content owner

• Fixing the deadline

• completion

Start with fewer formats if you are not sure if you can follow the production schedule. High-quality content that appears tightly timed is more important than a mass of content that often has to be postponed.

4. Sprinkle content

Once the content has been created, classic marketing will increasingly intervene in the ongoing process. In addition to sharing the content through their own channels and investing a startup budget for better visibility, cooperation with industry-specific influencers is a long-term option. These can be online magazines, blogs, cult people or other companies. It is important to find these and convince them of your own content or a worthwhile cooperation.

Do not write bulk mails to potential partners. The danger that nobody answers and at the same time you lose reputation in these is high. Personalized cold calling should only be done in an emergency. It is always better to look for influencers around the company. You'll be surprised to see who's among your customers, and what kind of contacts can be made by your employees as you take a closer look. In case of doubt, an external PR agency can assist in the beginning. Put a special focus on social media activities. Only here you have the opportunity to trigger virality with emotional and creative content. And that's the best thing that can happen to you. It means that people are self-interested in your content and share it with their circles. Virality is unpredictable, but you can create the conditions for entertaining content with an interesting angle. Think of social networks, that they are not in a "one-to-many" environment here. You are expected to participate in emerging communication on an equal footing. If you want them to interact with your content, then you must be the first to encourage an incipient interaction.

5. Content controlling

Just as important as the initially discussed content strategy and target group analysis in advance is the controlling after the publication of your content. This should be a regular process and not an annual compulsory procedure, otherwise you risk alienating the visitor.

Recognize the questions and needs of your target group and develop your formats from the knowledge gained. Often content is not tracked because it lacks tools and know-how. The analysis is indeed a very manual process; you have to match and evaluate the numbers on your channels themselves. This cannot be completely delivered by any one tool. View downloads, clickthrough rates, podcast views, RSS subscriptions, newsletter signups, and more. and gain the necessary insights from the sum of your data. Nevertheless, there are a few helpers to make your job easier:

- Google Analytics: The best known and beyond that is the Google Analytics tool. The functionality includes the real-time analysis of your pages, a high customization of the user environment, a visualization of user behaviour and much more. The scope of this tool is large enough to represent your own analytic need and yet easy to understand when you get started.

- Piwik: An open source alternative to Analytics is Piwik. The biggest advantage is ethical: Piwik is 100% compliant with data protection. The IP addresses of the visitors are, for example, encrypted and anonymized. Of course, this also implies a few limitations on the tracked details, yet the tool provides excellent performance and should provide sufficient information in most cases.

- Web trends: A paid alternative is Webtrends. Especially large companies, which require a larger range of functions and do not want to leave their data to Google, receive a specialized solution here. Another bonus is the very responsive support.

- Raven Tools: The paid, currently only English-language Raven Tools is more than a pure analysis software. For $ 99 a month, you get a powerful marketing and SEO software that is committed to being more detailed and easier to use than Google's top dog in analytics.

- HootSuite: The also commercial HootSuite is a social networking tool that combines all relevant data from your accounts under an intuitive user interface. It also allows you to interact with your community directly from the tool. Basic features like scheduled postings, the dashboard and simple analysis reports are already available for free. The Pro & Enterprise Updates start with € 7.19 per month., Or an individual tariff for large companies and authorities.

In addition, you should use the free "Google Alert" to keep track of competitors and your business related issues. Simply enter the desired term at google alerts and you will receive regular e-mail updates about your topics.


With all the necessary meticulousness in implementing your strategy, the core element of good content marketing is high quality, informative, entertaining content that has been created with joy and adequately represents your business. The content should be activating and talking to the visitor. Formal attention should be paid to matching page titles, the density of essential keywords (about 2%) and description texts. If you consistently implement the points mentioned here, you will not want to miss out on content marketing as part of your marketing mix.

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