Content Marketing – What’s on it?

As a part of online marketing, content marketing aims to reach new target groups by making high- quality and relevant content available. The content must be of use and added value for the respective target groups. Content marketing input, also known as inbound marketing, can include texts, images, videos and (info) graphics.

Basically there are 2 reasons for content marketing: 1. users do not want to be constantly flooded with advertising. 2. companies have recognized that instead of expensive advertisements, good content can generate just as much and above all targeted attention for a company, its products or services.

How does dissemination work?

The distribution of content, so-called content seeding, is carried out not only on the company’s own website but also on blogs and social media platforms such as Twitter, Facebook, etc. The seeding of content also takes place in the form of newsletters, webinars, videos or white papers. It is hoped that the further distribution on the Internet will generate links, so-called backlinks, in order to gain relevance for search engines and thus achieve a better ranking – this process is also known as linkbite.

A distinction is made between unique & shared content. Unique content remains on the own website and is not shared. The shared content, also called teaser content, is very well, a part of it or completely, distributed and should encourage the users to go to the website to get more information.

What is a content synergy?

Content Marketing

Key-Element Content Marketing

In this context it is possible to enter into so-called content synergies with partners. Usually both partners come from different/complementary areas. They complement each other and together they are able to provide a rather sober product or service with a story, emotions, etc. through a cooperation. Because they come from different areas, for example a manufacturer of climbing ropes and a provider of guided climbing tours, there is no danger of cannibalizing each other, but they provide each other with traffic.

Connection SEO & Content Marketing?

SEO (SEO = Search Engine Optimization) search engine optimization and content marketing complement each other or are directly dependent on each other. A good SEO decides on the findability of content and the quality of the content, for example keywords, the topicality and the contentwise agreement with campaigns, and thus on the search engine ranking of Google – the so- called SERPs (Search Engine Result Pages).


The phenomenon is not new and it is not a short-term hype. Content marketing has become an absolute “must” in the course of progressive digitalisation. It represents a forward-looking way of retaining customers in the long term and successfully positioning your own products and services online. The ultimate goal of content marketing is to attract users to your website through interesting content and to keep them on your website(s). It is crucial to build trust, to establish (customer) loyalty and, if necessary, to achieve an action, a so-called “CTA” (CTA = Call to Action), e.g. registering for a newsletter, downloading software or, in the best case, purchasing a product/service.