So how do you make it better?
Posted: Sun Feb 02, 2025 8:49 am
Even seemingly boring products contain excitement and stories – but not like this!
No story develops on its own. What doesn't work in advertising, content marketing won't fix. What's more, what advertising can still achieve has absolutely no place in content marketing.
Let's briefly recall what content marketing actually means. It means developing exciting, interesting, useful or entertaining content around a company and its products. This is how a company convinces the relevant interlocutors of its own professional qualifications, builds a brand and visibility and anchors itself positively in the minds of stakeholders. To do this, you need a content strategy that is embedded in the overall communication, and you have to discover and develop the content, the specialist knowledge and the stories within your own company.
In addition, you need faces, brand ambassadors who credibly represent the company to the outside world and who, through their personal networking, ensure that relationships are created and grow on virtual channels.
(Almost) everyone knows it, but relatively few actually do it well.
Why do so few people do it really well?
Why is that? There is a lack of budget, there is a lack of human resources. There is not even a lack of insight that something has to be done. But the view of content marketing is often distorted in a strange bank data way. Because often there is simply no outside perspective to answer the question: Why should someone look at this and take a closer interest in it?
The transfer is apparently more difficult than often thought, especially if the change of perspective has not yet been practiced. With all the theoretical knowledge, how do you do it correctly in practice for your own company? The awareness that content marketing is a very unique discipline, still new to many, with its own rules, has yet to prevail.
Any sender-receiver attitude that is automatically transferred to digital channels can only go wrong. Anyone who believes that because no one is interested in advertising in traditional ways any more, the same content will suddenly be shown unchanged in “channels” is a loser. To do this, you also have to give up your own paradigms of key figures, direct return on investment and the belief in maximum profit with minimal personal availability.
This almost always requires someone, at least initially, to look at things from the outside and help with the change of perspective. The one employee who is sent to a social media course for a few days and is unable to change anything afterward is no longer serving as a fig leaf. If in doubt, she will only be more frustrated afterwards than before because she cannot actually apply anything she has learned and practiced for the first time. She needs support from within the company and, if in doubt, someone at her side, at least for the transition period, to accompany the paradigm shift in the company and to continually provide an external image.
No story develops on its own. What doesn't work in advertising, content marketing won't fix. What's more, what advertising can still achieve has absolutely no place in content marketing.
Let's briefly recall what content marketing actually means. It means developing exciting, interesting, useful or entertaining content around a company and its products. This is how a company convinces the relevant interlocutors of its own professional qualifications, builds a brand and visibility and anchors itself positively in the minds of stakeholders. To do this, you need a content strategy that is embedded in the overall communication, and you have to discover and develop the content, the specialist knowledge and the stories within your own company.
In addition, you need faces, brand ambassadors who credibly represent the company to the outside world and who, through their personal networking, ensure that relationships are created and grow on virtual channels.
(Almost) everyone knows it, but relatively few actually do it well.
Why do so few people do it really well?
Why is that? There is a lack of budget, there is a lack of human resources. There is not even a lack of insight that something has to be done. But the view of content marketing is often distorted in a strange bank data way. Because often there is simply no outside perspective to answer the question: Why should someone look at this and take a closer interest in it?
The transfer is apparently more difficult than often thought, especially if the change of perspective has not yet been practiced. With all the theoretical knowledge, how do you do it correctly in practice for your own company? The awareness that content marketing is a very unique discipline, still new to many, with its own rules, has yet to prevail.
Any sender-receiver attitude that is automatically transferred to digital channels can only go wrong. Anyone who believes that because no one is interested in advertising in traditional ways any more, the same content will suddenly be shown unchanged in “channels” is a loser. To do this, you also have to give up your own paradigms of key figures, direct return on investment and the belief in maximum profit with minimal personal availability.
This almost always requires someone, at least initially, to look at things from the outside and help with the change of perspective. The one employee who is sent to a social media course for a few days and is unable to change anything afterward is no longer serving as a fig leaf. If in doubt, she will only be more frustrated afterwards than before because she cannot actually apply anything she has learned and practiced for the first time. She needs support from within the company and, if in doubt, someone at her side, at least for the transition period, to accompany the paradigm shift in the company and to continually provide an external image.