Here is an example of Content Marketing results: Our own podcast downloads
In content marketing, companies develop their own content. This content can serve various purposes for users: it can inform, entertain, or explain a topic. Additionally, specific values represented by the company can be conveyed.
Companies pursue various content goals in content marketing. The most common goals are new customer acquisition (leads, sales) and employee recruitment. From a broader perspective, it is about engaging customers at all points in their customer journey or customer lifetime – from initial information to product selection, usage, loyalty, or re-engagement.
There are many different content formats in content marketing, which we describe here using concrete examples. What all formats and platforms have in common is that reach is not generated through paid advertising, but through users’ interest in the content.
The company’s own website is the central hub in content marketing. Here, one has absolute sovereignty. Many companies position themselves purely for advertising here. The consequence: far too few visitors come to the website.
With an SEO strategy, one aligns their website with the topics and content that their own customers are searching for. Simultaneously, there is the opportunity to utilize the content developed for this purpose across all other channels and platforms. The result is a coordinated content strategy, where relevant messages are conveyed across all channels.
We have analyzed and described the potential of SEO as a content marketing channel in numerous case studies. Here is an example from two large companies in the healthcare sector:
LinkedIn is the social media platform for professionally relevant topics. However, many companies use LinkedIn only as an advertising platform or to populate their company page. The truly relevant content, however, takes place on personal profiles.
Therefore, anyone who wants to use LinkedIn in content marketing needs a content strategy for employee profiles (e.g., CEO, but especially subject matter experts). For this, one clarifies who stands for which topics – and how to implement these on LinkedIn. The result: Thought Leadership Content.
We ourselves have been sharing professional content on LinkedIn for many years. Through this, we have generated several million impressions over the years, established thousands of relevant contacts, and received numerous customer inquiries. All without a single cent of advertising budget.
Here we describe our experience and our playbook:
A podcast is a content marketing format that goes in-depth. Here, companies have more space and time to explain topics and backgrounds. Furthermore, the audio format is very personal. Possible formats within a corporate podcast can include employee interviews, as well as professional topics.
We ourselves have had our own podcast for over six years. From experience, we can say: A podcast generates many excellent conversations and contacts – if one refrains from crude advertising. Podcast listeners are above average in education and very knowledge-oriented.
Here we discuss our personal insights from over 300 episodes:
A newsletter plays a central role in content marketing. Through it, interested users can be engaged – and repeatedly shown new relevant content. Furthermore, with a newsletter – similar to a website – one is not dependent on the algorithms of platforms.
It is crucial here that the newsletter is not purely promotional, but is also filled with helpful content.
For example, our own newsletter regularly has an open rate of over 40 percent. The central growth lever for one’s own newsletter audience is, in turn, SEO and channels like LinkedIn. Here, too, one can see how all channels and platforms interlock.
Is TikTok just joke content? No – the opposite is true. The platform shows each user exactly what they want to see. The longer one watches a specific video, the more often similar content is displayed.
It is therefore a content-based algorithm that functions independently of followers. At the same time, many young people are active there. For companies, this means they must also clarify exactly what content they want to create – and in what manner. Similar to LinkedIn, TikTok content works well when presented by authentic individuals.
We ourselves are active on TikTok and also share our professional content there. Many videos generate thousands of impressions:
We are Fabian Jaeckert (right) and Benjamin O’Daniel. For many years, we have worked as consultants for marketing teams. We combine two worlds: Fabian is the technical expert, and Benjamin handles all topics related to content development.
Fabian and Benjamin were recommended to us by a prominent figure in online marketing. The SEO concept they developed both revealed new opportunities for us and confirmed existing approaches. It was highly beneficial to gain an external perspective. Their concept now serves as a guiding star that will guide us going forward. Some aspects have already been implemented, and others are ready for implementation.
“How can we improve our content marketing? How can we expand our formats and reach?”
These fundamental questions are behind every project for which we are brought on board.
Our approach: We only consult where we ourselves have gained many years of experience.
In our consulting, we analyze existing content and develop concrete format ideas for content marketing. These can be website formats that rank successfully on Google. However, other formats and channels are also possible.
We then present the results in compact two-hour online workshops. In these workshops, we share our screen, conduct analyses, and demonstrate what those responsible in companies can specifically address.
Sounds interesting?
We would be pleased to arrange a video conference for an introductory meeting (30 min).