Page 22 - AeM_March_2020

BEST
PRACTICES
&
STRATEGIES

The 50 most important content

marketing formats

In her book Touch.Point.Sieg. Kommunikation in Zeiten 1. What do we want to achieve - and what not?
der digitalen Transformation, Anne M. Schüller
identifies the 50 best content marketing formats that 2. Who do we want to reach - and who not?
can be quite helpful to figure out what works best for If you can’t define your desired target groups
your business.
precisely, you cannot produce appropriate
“The more complex the performance of a company, the content. But if goals and target groups are
more content communication makes sense”, she says. determined, it is the turn of question three:
Anyway, what’s for sure is the fact that digitization and
the Internet are pushing the trend towards content 3. What can we write about - and what not?
immensely. Most companies have a lot of specialist
knowledge - otherwise they wouldn't exist. This
Quality content is the top choice for marketers, since
content marketing aims to reach the right target group knowledge should be collected, viewed,
with relevant, useful, informative and entertaining supplemented, prepared for the desired customers
messages – that are usually offered free of charge. and played out at the appropriate touchpoints.
Here, the company is only discreetly present as the
author that aims to draw interest with credible know- Which leads us to the last question:
how and who tries to gain trust with specialist 4. What is currently moving the market and
knowledge. Not to mention that content marketing customers - and what is not?
intends to keep loyal, existing customers; occupy
themed-related merchandise, increase brand attraction, This question is elementary, because content only
and secure competitive advantages. works if it is suitable both for the respective
purpose and for the addressee.
In order to meet the targeted goals with content
communication, there are mainly two questions that
need to be addressed:

March 2020: Content Marketing: authenticity, transparency & quality instead of keyword battle 22