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 goal is to address a specific target group with the help of relevant and valuable content. Ultimately, interested parties and potential customers are generated from this.


What is content marketing?

Content marketing involves generating relevant content, for example in the form of images, videos or podcasts. A specific target group is addressed, which shows interest and wants to learn more about the topic.


Content marketing has the following goals:


  • Acquisition of new customers
  • Improvement or modification of 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 a 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, its planning is essential. Before starting the actual work, some important questions should be clarified beforehand. This is the only way to ensure that content marketing will be successful later on.


Among other things, the following points should be considered 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 from it later?


  • 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 goals? How many leads should be generated in a certain period of time?


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


  • channels: Then it's a matter of finding circulation for the content created. It is important to know where the target group is located. So 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 kick off the content marketing project with a small advertising budget. How high should the budget be in a certain period of time?


How can online store operators perform 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 can be used. Bing also offers such a tool.


For this purpose, 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 on the network.


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


What are the different forms of content marketing?

Content marketing can take a variety of forms to disseminate specific information and reach a target audience.


The following are some of the possible forms:


  • E-books
  • Blog posts
  • Infographics
  • Games
  • Surveys
  • Tutorials
  • Advisor
  • Encyclopedias



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Conclusion on content marketing

Content marketing is an excellent way to reach specific target groups. The goal is to increase awareness, improve images or win customers. A wide variety of forms, strategies and channels are available to achieve results.


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