No time right now?
With the growing flood of information, getting noticed through content marketing becomes more and more difficult. The right strategy and efficient management of the content are decisive for success. These tools can help with that.
The temptation is great: a blog post here, a few photos there. And sales are already skyrocketing. But it is not that easy. No more. The topics are occupied, channels used, claims staked. To be seen is becoming more and more complex and expensive. For companies, this means that they have to be more targeted. What is needed are content marketing strategies that make it possible to get through to the target group: with relevant content that encourages action. This applies to companies of all sizes and even to solo self-employed. “Anyone who produces content needs a strategic framework,” emphasizes Svenja Teichmann, managing director of the content marketing and online agency Crowdmedia in Hamburg.
According to the expert, this basic framework should consist of the goals, the target group and the core story. Even if it sounds trivial, the goals are often the first hurdle: Companies must first be clear about the goals they want to achieve with their content marketing. Is it the traffic increase on the website? The sale in the shop? Should the image be improved or the awareness of a product increased? It is important that the goals set can be measured using key figures.
With the help of Scompler, the Swiss Salvation Army has succeeded in bringing an overview and structure into topics that are to be used. (Screenshot: Salvation Army Switzerland)
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The second element of this strategic framework is dealing with the target group. In order to put yourself in the shoes of your potential customers, a suitable means is to define so-called “personas” – that is, target persons who represent the target group. Profession, hobby and demography belong in the characterization as well as their interests and above all their problems. Because only when a company knows what “pain” its target group has, it can create relevant content. Finally, it depends on what story a company wants to tell. Occupying topics or even becoming an opinion leader in certain subject areas is especially important for B2B companies. But also in the B2C sector, companies can position themselves as problem solvers or maintain a certain image through their content. Such strategic considerations are part of content marketing. Even and especially small companies and the self-employed should not neglect the strategic part. Those who have limited resources must use them in a particularly targeted manner. “Even self-employed people should take a few hours to devote themselves to the content strategy and, in particular, think about the needs of the target group,” advises Teichmann. The larger the company, the more complex the strategy-finding process becomes.
Capture content channel-neutral
The channel silos are always a challenge. Especially in medium and large companies, problems in content marketing often arise when different people are involved or several channels are controlled with different responsibilities. Sales, HR, marketing, support, social media, website, SEO – all of them need content. So these departments produce their own content. More and more and more and more confusing. Every man for himself. This makes the “content marketing” system error-prone. Then it can happen, for example, that content is duplicated, repeated unintentionally, incorrect cross-references creep in or the entire timing is no longer right. “It is more productive to capture content in a channel-neutral manner,” recommends Teichmann. In a second step, suitable channels should then be identified and the topic prepared for each channel. The central question is: What is the topic – and how can it be played on the channels?
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