Image cultivation as a sub-goal in content marketing
Posted: Wed Jan 29, 2025 10:18 am
Content marketing is a relatively new discipline in corporate communications, and its potential is far from being fully exploited. In professional discussions, for example, it is rarely mentioned that it can also be used to improve a company's image. Reason enough, then, to raise awareness of this with this article.
Today, content no longer comes to the target group, but the target group comes to the content. Content marketing can therefore be seen as a reaction to the fact that classic one-to-many communication is "working" less and less in the Web 20 era. To be more precise: it is clearly no longer wanted by an ever-increasing proportion of target groups. Online marketing germany phone number data is feeling the effects of this in the form of declining banner clicks and so-called banner blindness, among other things. And not to forget ad blockers.
Viewed in this way, the provision, promotion and maintenance of high-quality editorial content on the Internet that is both relevant to the target group and linked to the company's own topics seems to be the right way out of the dilemma. Because just like inbound marketing, content marketing "enables" stakeholders to decide for themselves what is interesting and useful for them - in other words, what offers them added value. As users, we benefit from this every day.
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From my point of view as a PR freelancer with an affinity for marketing, however, providers should not view content marketing exclusively as a means of generating leads . That is too short-sighted and leaves valuable potential untapped. This new marketing discipline is also ideal for targeted work on the company image - whether to build it up or to establish it. But in the controversial discussion about content marketing, this aspect is either not taken into account at all or is only dealt with briefly in passing. Svenja Hintz's good and far-sighted article Passion: the basis of good content here in this blog is one of the rare and correspondingly pleasing exceptions. I would like to add another here.
Today, content no longer comes to the target group, but the target group comes to the content. Content marketing can therefore be seen as a reaction to the fact that classic one-to-many communication is "working" less and less in the Web 20 era. To be more precise: it is clearly no longer wanted by an ever-increasing proportion of target groups. Online marketing germany phone number data is feeling the effects of this in the form of declining banner clicks and so-called banner blindness, among other things. And not to forget ad blockers.
Viewed in this way, the provision, promotion and maintenance of high-quality editorial content on the Internet that is both relevant to the target group and linked to the company's own topics seems to be the right way out of the dilemma. Because just like inbound marketing, content marketing "enables" stakeholders to decide for themselves what is interesting and useful for them - in other words, what offers them added value. As users, we benefit from this every day.
Image 2
From my point of view as a PR freelancer with an affinity for marketing, however, providers should not view content marketing exclusively as a means of generating leads . That is too short-sighted and leaves valuable potential untapped. This new marketing discipline is also ideal for targeted work on the company image - whether to build it up or to establish it. But in the controversial discussion about content marketing, this aspect is either not taken into account at all or is only dealt with briefly in passing. Svenja Hintz's good and far-sighted article Passion: the basis of good content here in this blog is one of the rare and correspondingly pleasing exceptions. I would like to add another here.