SEO Glossary: Content Marketing




In a nutshell: What is content marketing?

Content marketing is used in a business or marketing process and is an important communication strategy. The aim is to address a specific target group with the help of relevant and valuable content. Ultimately, this generates interested parties and potential customers.


What is content marketing?

Content marketing involves creating relevant content, for example in the form of images, videos or podcasts. This addresses a specific target group that shows interest and wants to learn more about the topic being discussed.


Content marketing pursues the following goals:


  • Acquisition of new customers
  • Improving or modifying the image of a company
  • Increase awareness of a person, brand or product


Not only the creation of relevant and interesting content is an important part of content marketing. The channels or measures on which content is distributed are also important.


These include:



It is also important to know that content marketing does not involve the dissemination of advertising information. The aim here is to disseminate informative and high-quality information. This should provide users with clear added value in order to ultimately turn them into interested parties and customers.


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What is necessary for a good content marketing strategy?

In order to create a content marketing strategy, planning is essential. Before getting down to the actual work, a few important questions should be clarified. This is the only way to ensure that content marketing will be successful later on.


Among other things, the following points should be taken into account in the strategy:


  • Target group: Which companies or people should the content marketing be aimed at? Which target group should be addressed, what makes this group tick and what information is required to generate customers later on?


  • Conversion goals: If content marketing is launched, the first small successes can be measured shortly after the start. Among other things, lead and CONVERSION FIGURES. It is also important to know: What are the conversion targets? How many leads should be generated in a certain period of time?


  • Content planning: Now it's time to plan. Which formats make sense here? Which tools support the creation of content? When should which content be published and where? An editorial plan also helps here.


  • channels: The next step is to get the created content into circulation. It is important to know where the target group is located. Which channels will the content be distributed on? Does the content possibly need to be adapted to individual channels?


  • Promotion: Initially, it makes sense to start the content marketing project with a small advertising budget. How high should the budget be in a given period?


How can online store operators use remarketing?

Without having to go to great technical lengths, online store operators can use well-known providers such as the REMARKETING TOOL FROM GOOGLE-ADWORDS remarketing tool. Bing also offers such a tool.


To do this, a corresponding tag is simply integrated into the source code of all store pages. Cookies then track user behavior so that the ads are displayed accordingly in the network.


In the settings of the remarketing tool, it is now possible to make individual fine adjustments. For example, certain interest groups can be selected here to receive a corresponding ad.


What forms of content marketing are there?

Content marketing can take many different forms in order to disseminate certain information and reach a target group.


The following forms are possible, among others:


  • E-Books
  • Blog posts
  • Infographics
  • Games
  • Surveys
  • Tutorials
  • Advisor
  • Lexicons



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Conclusion on the topic of content marketing

Content marketing is ideal for reaching specific target groups. The aim is to increase awareness levels, improve images or attract customers. A wide variety of forms, strategies and channels are available to achieve results.


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