Content marketing - useful content instead of empty words

by Guidebook

With content marketing, you can attract the necessary attention without getting on your target group's nerves. The alternative to classic advertising is relevant, elegant and extremely effective - and by no means only interesting for the "big players". A short introduction to the topic for beginners. 

Flashing advertising banners, superfluous spam emails and glaring pop-ups... Advertising in the classic sense is becoming increasingly unpopular. To protect themselves from this, today's enlightened user uses ad blockers, spam filters and a good dose of ignorance. And the more aggressive and obvious a company is in its advertising, the less attractive it appears at the end of the day.

But of course you must Somehow draw attention to yourself and do marketing. Because nothing comes from nothing and if you don't radiate anything to the outside world, you will remain hidden forever. But how can you do that without advertising?

The solution: advertise your company, without To advertise - through content marketing.

What is content marketing anyway?

That is a very good question. And since I don't want to reinvent the wheel, I will resort to a definition of the Content Marketing Institutesback. Because it gets to the point (I take the liberty of a free translation from English):

Content marketing is a strategic marketing method. The focus is on creating and distributing relevant and useful content that attracts and engages a clearly defined target group - and ultimately drives customers to (profitable) action.

In other words, it's all about giving your target group through meaningful content - You have to offer real added value, such as useful information, professional advice or entertainment. In this way, you give people exactly what they are looking for on the web. You strengthen your reputation and indirectly convince potential customers of your company.

Of course, your "ultimate goal" here is also to get the target group to use your offers at some point. But in content marketing, potential customers are not directly asked or even urged to buy products or services. Rather, they are guided to do so in a roundabout way.

A big difference to conventional advertising

This subtly elegant marketing method is in contrast to the obvious "advertising" that we all hate in the depths of our hearts.

Advertising invites the potential customer to directly purchase a certain offer. This is done, for example, via commercials, banners or email marketing. The company and the offer are the focus here. Details about an offer and promises to solve a problem XY serve as sales arguments.

But there is a catch: Tangible evidence that these promises can be kept is not provided by such frontal marketing methods. Nor do they promote a genuine customer-company relationship. In addition, classic advertising always disturbs the user or pulls him out of his actual activity. As a rule, the user is not looking for advertising, but it is forced upon him.

The content of a good content marketing strategy, on the other hand, is exactly what the customer is specifically looking for: the answer to his questions or the (partial) solution to his problem.

And that, of course, is rated much more positively than garish and annoying "-80% SSV discount" displays.

Advantages of content marketing and possible tools

Instead of investing too much money in advertising, you should therefore rather invest your resources in good content marketing. Because that brings several advantages at the same time:

  • it gives the user what he needs
  • creates Trustthat a company really understands what it is doing.
  • awakens Interest for more
  • increases the Reach on the net...
  • ... among other things because content can be disseminated excellently on social media platforms (advertising, on the other hand, is not shared by anyone).
  • is good for the SEO (because Google also loves good content)
  • creates indirect insights into the offers of a company
  • makes you independent from advertising partners

Content marketing does not follow a pattern. There are various formats that are suitable for this purpose - and perhaps you are already using one or the other on your site! For example:

  • Corporate blogs
  • eBooks
  • Webinars
  • White paper
  • Videos
  • Newsletter
  • Podcasts

Which tools you choose ultimately depends on your target group, your company profile and also your resources. And of course there are Other content formatswhich can also be used wonderfully for marketing. And also Social mediaare used for this purpose

But before you start producing and distributing content like crazy, you need a sophisticated strategy. Who is your target group? What content is relevant - and in what format? Which channels should be used to distribute this content? How much time do you need for this?


Many people now know how wonderfully advertising can lie. Therefore, we expect more than simply advertisements and castles in the air. We don't want to be obviously talked into something, but rather make a conscious decision in favour of it. And we want to convince ourselves in advance of the competence and likeability of a company. Content marketing offers you the opportunity to show yourself from your best side, to attract your target group to your site through high-quality content and ultimately to win them as customers - and keep them in the long term.

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