Samstag, 25. Oktober 2014

Content is king

Servus Erdnuss

Here we are again. Writing about a very interesting topic called  CONTENT MARKETING!

The traditional world of marketing has changed. While consumers continue to tune out traditional, intrusive marketing communications, they increasingly crave the type customer-focused information that content marketing delivers.
But what exactly is content marketing?

"Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action."
Content marketing is about providing relevant and valuable information or content to current and potential customers for the purpose of attracting and retaining customers, building trust, branding, awareness, and positive sentiment. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it. By 2014, Forbes Magazine's website had written about the 7 most popular ways companies use content marketing. In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93% as part of their overall marketing strategy.
Content marketing is the art of communicating with your customers and prospects without selling. You are delivering information that makes your customers more intelligent. By delivering consistent, ongoing valuable information the buyers ultimately reward the company with their business and loyalty. (Source: Link)
Content marketing is being used by some of the greatest marketing organizations in the world. Why? Because it works.
How Red Bull takes content marketing to the extreme. Find out here
How a content marketing plan could look like according to Bruno Bucher. Let’s have a look:

The content marketing plan

1. Summary
In the abstract it comes to the following question: What are the critical areas of the content marketing plan which are relevant for decision taking?
A. Specific target size
B. Type of content
C. Content topics
D. Communication channels
E. Resources

2. Target size
Which objectives should be achieved through content marketing?
What benchmarks of key performance indicators will be defined?

3. Target group
The target groups will be defined according to the following criteria:
A. Are they looking for information?
B. How do they use social media?
C. Which networks do they prefer?
D. What professional responsibility do they have?
E. What problems do they try to solve?
F. What keep them off a cooperation?
G. How do they measure success?
H. What do they read, listen, see

4. Areas of responsibility
For each content project a competent person will be defined for the
project management.

5. Editorial plan
In the editorial plan the individual topics will be determined to
which content will be generated and published.

6. Content WorkflowThe Content Workflow is described as a process which describes all continuous positions and shows the interfaces to all involved. 

Interested in finding out more about the seven content marketing trends 2014 ? Find out here

And remember: If we can do it you will do just fine. Let's conquer the digital world together.

Kommentare:

  1. A really interesting topic. I wonder how the percentages of the Swiss Companies would look like ;)

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    1. According a basis survey of FCP 2014 (conducted by the Swiss market research institution Zehnvier) content driven company communication comprises around a fifth of the marketing budget.
      Companies in Germany, Austria and Switzerland invest 5.8 billion Euro in content driven company communication a year, which represents a plus of 23 percent compared to the year 2012.
      To find the study click the following link: http://www.marketing.ch/wissen/blog/Wissen/Blog/die-bedeutung-von-corporate-publishing-und-content-marketing-nimmt-weiterhin-erheblich-zu-4288

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