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Mark Lotse guides you through content marketing

CONTENTS

  1. What is content marketing?
  2. Reasons for content marketing
  3. Objectives of content marketing
  4. First steps in content marketing
  5. Content marketing strategy
  6. Hero, hub and hygiene content - help for content planning
  7. Examples in content marketing
  8. Content Marketing Trends
  9. Content marketing tools
  10. The right organization for your content marketing
  11. 6 Gründe, warum Content Marketing nicht funktioniert
  12. Weitere Informationen und Blogs

With content marketing, you show your potential customers what is important to you from the very first contact with your brand: that your customers are satisfied and have exactly the information they need to make an informed purchase decision. And that will be remembered positively!

DIFFERENTIATION FROM INBOUND MARKETING

Actually, there can be no question of differentiation here! Symbiosis is a better term.

CONTENT MARKETING is an important, if not essential, component of inbound marketing.

INBOUND MARKETING is about "being found by the customer", while the classic outbound model is about actively approaching customers. Inbound marketing is the method, content marketing the tool to achieve this.

USER BEHAVIOR HAS CHANGED.

In the past - or, let's be honest: often still today - it was sales that developed a prospect into a customer in the b2b business. Marketing was there to provide the right material, such as an informative presentation, a brochure or product sheets. At that time, however, the customer's purchasing decision process was still different.

Man in shopIN THE PAST, SALES WAS INVOLVED RIGHT FROM THE START.

Right from the start, the prospective customer contacted the sales department to request and compare information. A good sales representative was able to exert a lot of influence on which criteria the potential customer ultimately included in their purchase decision.

Reasons for content marketing

TODAY, GOOGLE ACCOMPANIES THE FIRST 57% OF THE DECISION-MAKING PROCESS.

Today, the whole thing works differently: b2b customers also consult Google first. You can now find almost all information in self-service: checklists, eBooks, blog posts, reviews, discussion forums, etc. Nowadays, if someone researches a topic in detail, they may end up knowing what they need better than the salesperson themselves! Studies have found that 57% of the purchase decision process has already been completed before a sales representative is contacted!

Consequence: modern marketing has a far greater responsibility. It must ensure that relevant information is already discovered and considered by the potential customer when they are still in the information-gathering phase.

Objectives of content marketing

The main goal of content marketing is still to sell, because this is simply the nature of marketing.

QUANTITATIVE GOALS

Used correctly, a good content marketing strategy and its implementation means a lot of work! It is clear that the whole thing should not just be a means to an end, but must follow clear business objectives. And in the end, of course, the goal is always to sell! Modern tools and the right sales & marketing stack further simplify the content marketing process. After all, good content ultimately means more leads and new customers.

QUALITATIVE GOALS

Of course, content marketing also contributes to your image. Potential customers will recognize your expertise in certain topics that you position yourself for - and may come to you of their own accord the next time they need to make a purchase!

First steps in content marketing

Do you want content marketing to be an important part of your marketing activities in the future? So far so good - but where to start? Start with your current starting point and your intended goals. The subsequent content marketing process that you initiate is then a cycle that basically always repeats itself:

Person talking in front of laptop

Let's be honest: there is already plenty of mediocre content out there - and prospective customers can now distinguish very well between this and really high-quality, consistent content. A well-thought-out content strategy is therefore essential.

Not to mention how much time and money you'll save if you invest in a content marketing strategy upfront: Producing content that doesn't pay into your goals is simply uneconomical and probably hard to justify at some point. And how are you supposed to make successes visible later on if you haven't thought about what you want to achieve by when and how in advance?

The content marketing strategy

Corporate, product and marketing strategy

It may sound a bit philosophical, but the following also applies to content marketing: only those who know who they are and where they want to go can define the next steps that will get them there. What is the plan for the coming years? What is your mission? What makes your brand and your product unique and how does it solve your customers' problems?

The target group

If you want to target your potential customers, you should know them well. Who are your content marketing activities aimed at? Which companies do you want to win over (and which not)? Who is the key decision-maker here, what makes them tick and what information do they need to make a purchase decision?

Goals and conversion

Contrary to popular belief, success in content marketing can also be measured. Here too, it is important that you get an overview of your current engagement, lead and conversion figures and set yourself a clear goal on this basis: What do you want to achieve by when using content marketing?

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The brand story

The core of your brand is what sets you apart from the competition. That's why your brand essence should resonate in every communication with your prospective customers - especially in content marketing. Which message and which topics are important to you from a brand perspective? What is your tone of voice? What impression do you want to make?

Content planning

Now it gets more concrete! Based on the personas, the purchasing decision process and the interests of your potential customers, first topic clusters are created, then specific content. Which content format is best? Which tools can be used to create it? And who will take care of what and by when? All of these questions flow into a detailed editorial plan and thus form a precise roadmap for your content production.

Content channels

Distributing your hard-earned content to the widest possible audience? That would be easy, but not effective. Find out where your target group really hangs out and where they are receptive to your information. Which channels should you use? How should you adapt your content to the respective channel? And how can you simplify this distribution process with software tools?

Dialogue and community

In the best case scenario, communication with your prospective customers is not a one-way street - but even that is easier said than done. Building and managing an active community requires careful consideration: Which channels do you want to use and who is responsible for the dialog there? What are the do's and don'ts in your community? How and with which tools can you manage the exchange?

Content promotion

Perhaps a little push via paid promotion will do your content some good at the beginning. Which offers make sense for you? How much would you like to invest and who will take care of the campaigns? In which areas (for which keywords) do you primarily want to be found?

Help for content planning

HERO, HUB AND HYGIENE CONTENT GENERATE LEADS.

As already described, an essential part of content planning is the editorial plan that needs to be filled. In theory, anything is possible here - the world of topics and content formats is wide open to you. But what really makes sense for you? And how do you use your time and financial resources as efficiently as possible when planning and producing content?

The Hero, Hub, Hygiene model can give you some initial guidance. A distinction is made between three types of content, each of which addresses different information needs of the interested party and differs in terms of publication frequency and production costs.

You can find out exactly what the Hero, Hub, Hygiene model is all about and which companies are already using it successfully in our blog article.

Content marketing

examples

Enough of the gray theory, now let's move on to good examples. It is important to remember that "good content" often concerns the entire content of a sender and its structuring - and not just individual content marketing components. Prime examples that you can often read about are, of course, companies such as Coca-Cola or Red Bull. We have picked out b2b examples at very different levels for you:

thyssenkrupp

thyssenkrupp: Blogging and storytelling for more humanity
Admittedly, we are also starting with a corporate giant here - but thyssenkrupp's #engineered blog is a good illustration of how content marketing can be used to package complex, sometimes highly technical topics in a vivid way and at the same time provide small glimpses behind the scenes of the Group. Stories from different areas and initiatives of the company give it a face and thus make it more approachable - a factor that should not be neglected in the b2b sector either.

hootsuite

Hootsuite: Video content and trending topics as emotional triggers
Anyone who deals with content and social media marketing has certainly heard of the social media management software Hootsuite. The company is deeply rooted in social media - no wonder they know exactly which topics and trends to use to create a viral effect for their content. In this example, Hootsuite puts itself in the spotlight in a very entertaining way by capitalizing on the hype surrounding the HBO series Game of Thrones. The result: over 1 million views and 700 comments.

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Fiducia & GAD IT AG: Not afraid of new content formats
The fact that the IT service provider for VR banks, headquartered in Karlsruhe, is not afraid to be colorful is evident from its brand identity. But the company is just as consistent when it comes to content formats - and has exactly the right instinct. Video content, both for b2b and end customers, provides information and at the same time dusts off the image of the IT and finance sector with a fresh look. In its podcast LABS, Fiducia & GAD IT AG also regularly talks about the questions that concern its b2b customers and interested parties.

Man in coffee shop

Content Marketing Trends

PILLAR CONTENT

The term "pillar content" was coined by the inbound marketing platform HubSpot. It refers to a content strategy that has a positive effect on the findability of your content. The Google algorithm is getting smarter and smarter and has long since stopped evaluating just the bare content of a page, but also its context and added value for the user. It is therefore extremely helpful to bundle information on important topics and thus form a topic cluster. Sounds a bit abstract? Find outhow it works in this blog article.

VIDEO CONTENT

Who hasn't experienced this situation: you're on the move and want to find out about a topic in a nutshell - do you read a blog article or watch a short video? In most cases, the choice falls on the video, especially on mobile devices. And that's exactly how your potential customers feel. The video format helps to illustrate and simplify even complex content. Paired with a well-thought-out storytelling concept, your content can not only be presented in an entertaining way, but will also be remembered for longer.

PODCASTS

Reaching potential customers exactly when they have time and are receptive to your information - that probably describes the podcast phenomenon quite well. Where we used to listen to traditional radio, e.g. on long car or train journeys, while cooking or in the bath, we now listen to podcasts. Give your company a voice with a nice presenter or present your topics in a relaxed discussion. The important thing here is: Put everything on the sympathy and entertainment card.

PERSONALIZED CONTENT

The more content you offer on all channels, the greater your prospects' desire for content that is tailored to them. This can start with a personal approach in an email or chat. It becomes more complex when you use automated processes for your website. These provide your potential customers with exactly the information they need at each stage of their customer journey. For example, a returning prospective customer needs different content than a newcomer. Someone who has already been in personal contact with you needs more specific content, etc. There are a number of marketing automation tools to help you map these workflows - e.g. HubSpot.

EVEN MORE TRENDS

And the content marketing trends are constantly evolving. We have summarized what's on the agenda for 2024 in a blog article on the evolution of content strategy .

Have fun discovering it!

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The bigger the topic of content marketing has become in recent years, the more companies have set themselves the task of supporting content marketers with useful tools for their ongoing content marketing activities. Some focus on specific areas of content marketing, others can be used as a comprehensive content marketing tool across the entire process from content planning to distribution and analysis. A few examples are

Content marketing tools

Ubersuggest

This free SEO tool is helpful for getting started with search engine optimization and getting a lot out of it with little effort. For example, it suggests keywords for which your site could be optimized.

Scompler

This is also a platform for strategic content marketing that covers the entire content marketing process, from planning and production to publishing and analysis.

HubSpot

The all-in-one platform maps your entire content marketing including interfaces to sales on request - from email marketing, social media and blogging to marketing automation.

Ryte

How well does your website perform in terms of on-site SEO? With Ryte, you can carry out comprehensive analyses and quickly identify optimization potential.

Of course, there are countless other small or even larger tools that you can use to partially or completely map your content marketing. 

The right organization for your content marketing

Because content marketing differs fundamentally from classic outbound marketing in many ways, the requirements for the content marketing team and its organization also differ from conventional standards.

WHO DO YOU NEED?

Of course, this also depends on how big your company is and which tasks you want to (and can) cover internally. In all cases, however, you need a content strategist who is in charge of the team and never loses sight of the goals and the way to achieve them. One or more multimedia-savvy content producers take care of the content and manage your content agencies. An employee should also always keep an eye on the technology and ensure that your website meets all standards at this level too. And last but not least, it makes sense to have an analyst in the team who continuously monitors the success of the content and reports to the strategist in the team.

HOW SHOULD YOUR TEAM BE ORGANIZED?

Proactive, dynamic and interdisciplinary work is the be-all and end-all when it comes to planning and creating relevant content. Especially in today's digital age, where our biggest source of information is always in our pocket, relevance means, above all, timeliness. Information needs must be recognized and addressed quickly - ideally even before your potential customer has recognized them themselves. E-mails, social media posts or chat responses must not be long in coming. These are the demands your prospective customers have of you today - and your team should be correspondingly agile. For its organization, this means above all flat hierarchies, short (decision-making) paths and clear responsibilities.

6 REASONS WHY CONTENT MARKETING DOESN'T WORK

Content marketing is already an integral part of your marketing - but success is still a long way off? There could be many reasons for this. First of all, it could be because you haven't been at it long enough. Content marketing is a discipline that requires one thing above all else from you and your team: staying power! In contrast to completed performance campaigns, content marketing is designed for long-term success.

However, a lack of the desired initial success could also indicate that there is a problem somewhere in your processes or strategy. We have summarized six typical mistakes in content marketing (and how you can avoid them in the future) for you in one of our blog articles.

Content marketing has been on the rise in Germany since 2013 - which means that there are already many experts in this country from whom you can get valuable tips - regardless of whether you want to get started with content marketing or simply need new inspiration and food for thought. But there are of course also many pioneers and companies internationally from whom you can learn a lot. Here are a few media that we can recommend to you:

(Some of the links contain german content only) 

Content Marketing Blogs

Podcasts

Further information and blogs

 

Twitter channels


events