(Content) What is content marketing?
Content marketing is the design and creation of relevant content that brings informative, advisory or entertaining added value to the target group. The added value appropriate to the target audience that the created content should offer is definitely at the forefront in this marketing discipline!
(Content) Why is content marketing important?
As explained at the beginning: Content is everywhere, online and offline, and communicates with people from all over the world. Content is all-encompassing and incredibly important for every industry and every small business area.
Content marketing and the creation of interesting value-added content suitable for the target audience offers solutions for all types of businesses. You should know that thanks to the digital age, people, users, and customers are largely informed and gain in-depth expert knowledge when needed. Hence, it is difficult for companies to inspire their target audience with plain advertising promises or even win them as returning customers.
Content marketing gives you the opportunity to communicate and interact with your target group. By creating informative, advisory, or entertaining content, you can win customers and turn simple users into brand fans.
What are the goals of content marketing?
- Creating interesting and relevant content can have different goals:
- Making connections and acquiring new customers
- Increased reach and awareness
- Increase in sales
- Customer relations and loyalty
Depending on your goal, you should consider what content you can use to get your users excited about you and your brand. The question of content distribution, i.e. on which channel and when your content should be published, arises when creating specific and targeted content.
What is good content?
Content is not just content. If you really want to use content marketing for yourself, you must first understand that quality is particularly important in online marketing. It’s about meeting the user (your target customer) and winning them for you. And you can only do this if your content has something to offer and ideally offers more than your competitors’ content.
To generate the benefits of content marketing for your own company, good content must be provided to the reader. Good content requires special attention to the target audience and above all unrivaled and at best unique added value. If you have bad content and unnecessary text on your website, readers and customers are quickly out of the way and directly into the competition.
What is content marketing? And what’s the point?
Private publishing, corporate publishing, corporate journalism or branded media – content marketing has many names. Whatever it is called, there is a simple but very effective idea behind this term: creating content that adds value to the target audience.
This means: This is not related to advertising information. Rather, content marketing is a method of creating added value for the target audience with high quality, informative and entertaining content. Because this content is rated by the customer much more positively than advertising information, which, among other things, strengthens customer loyalty and loyalty.
The main goals of content marketing are to increase company / brand awareness, acquire new customers and retain customers.
Content marketing in the B2B field
In the B2B industry, the main problem with content marketing is the attitude of most executives. In the B2B area, it dominates sales and marketing compared to the B2C area. Because in most B2B companies, terms like positioning and branding are less thought about deals and sales. Not selling anything to the customer through content, but allowing them to buy, is therefore often associated with various internal discussions. This discussion is often linked to the question of meaning or measurability. For example, the short question, what’s the point? Or how much turnover or how many deals are we making with it? As a rule, this is the main objection to content marketing. To clarify this situation, first of all the target question should be specifically clarified. With the help of good content, the relevant target audience can be reached. At the same time, good content, reasonably distributed, provides new touchpoints with relevant target groups. This is of course measurable, but not by the target value of sales, but by baseline figures like reach or cost per 1000 people. These parameters allow a comparison with conventional sales activities.
Formerly known as marketing, marketing has the task of recognizing changes in the market and responding to them in a competitive way. There are a variety of marketing strategies that are intended to serve a company’s goals. The four “P’s” should serve as instruments. Product, Price, Promotion and Location. Product and service policy, price policy, communication policy and sales policy in German.
(To implement marketing strategies in concrete actions, there is a marketing mix. For ideal marketing, all strategies need to work together.)
The product and service policy should ensure that the wishes and needs of the customers are met. It is used, for example, when the environment changes due to competitors, suppliers or consumers and as a result sales are required to be secured. In this context, the pricing policy, also known as price management, aims to create purchase incentives with the help of sales pricing. Upper and lower price limits are determined. The most important function of marketing in the business world is communication policy. It is used for communication [communication definition] between existing and potential customers and the company in the form of advertising.
Ambush Marketing – Pusudan Advertising
Special situations require special precautions: Today, (almost) everything is no longer allowed only in war and in love – increasingly in the field of marketing as well. Where competition is looking increasingly aggressive and advertising is becoming more and more critical, companies are increasingly turning to borderline tools to stage their products effectively. Thanks to the tactical combination of skill and immorality, sneaky marketing is probably the most controversial form of advertising in the struggle for media attention. Ambush marketing: Even the translation of the term from the English reflects the negative connotations of this form of advertising. Means something like an ambush, ambush, or robbery. In German, the terms parasite marketing or parasite marketing are therefore often used in lieu of marketing in ambush. This refers to free driver marketing activities in which an outsider takes advantage of the media attention of an event, usually from major sporting events such as the football world championship, the European championship or the Olympic Games, without himself sponsoring it.
The purpose of ambush marketing or traps is to be perceived by the advertised as a supposed sponsor, to be positively associated with the event and thus benefit from the event – through positive image transfer and, of course, the possibility of excluding the competitor. Above all, it is the official sponsors that often have to lose most of the expected impact. As a rule, Ambusher and sponsors are from the same branch and are direct competitors. Trap marketing can be implemented in many different ways. In some cases, decoy marketing is used when the official sponsor’s opponent secures TV sponsorship rights. However, many other forms of product advertising in a venue or its immediate surroundings, such as flyer distribution or powerful banner advertisements, also fall under the scope of lurking marketing. Other manifestations are the sponsorship of a subcategory, a simultaneous marketing campaign about the event, the use of photographs or other recordings of places or events on the subject of advertising, with high memorable value for reproducing warning or reminding slogans. event. Trap marketing activity can only be punished, and rarely proven, in cases of deliberate and knowledgeable misleading the consumer.
Integration of marketing measures
(The magic word integration is important for the success of all marketing activities of a company: an integrative approach when implementing the marketing mix, coordinating all internal and external measures, and being able to use the resulting synergy effects for the best positioning of the company can be placed on the market and perceived as trustworthy by the customer.
Are you interested in a position in marketing?
Would you like to deal with content management, newsletter marketing or competitive analysis and develop your own marketing campaigns? As an employee in the marketing department, you must be familiar with web analysis tools and convince your creative and communicative streak. If you have a very good understanding of offline and online marketing channels and know which key performance indicators need to be optimized, you should look at the entry-stage job change for suitable positions in marketing. Regardless of whether it’s an internship or trainee, junior or senior position – there is something for everyone here.