How Businesses Squander the Potential of Their Content

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You have a company blog and send emails – strategically sound in content and aimed at a target consumer. So far, so good: task done, “content marketing” ticked off. This grasp of content marketing puts you ahead of many of your competitors – but you’re still squandering potential. Why? If you let your content be guided by an inbound marketing strategy, you’ll generate customers automatically. Sounds too good to be true?


Big-name brands have shown the way: the focus of content marketing is not on the product, but the content itself. A maker of energy drinks tells stories of extreme sportsmen. Manufacturers of sports shoes operate blogs with running tips. Online fashion stores, naturally, curate fashion magazines. Content marketing hones in on the natural interests of potential groups of customers.

This represents an enormous shift: brash, explicitly advertorial messages have given way to target group-relevant content. A revolution – content is king! What many have forgotten: the revolution continues…


Many companies’ content strategies fail to take into account that site visitors undertake a so-called “buyer’s journey”. At any one time, a visitor will be located in a particular phase: are they looking for basic information? Are they already at the stage of comparing prices? In each phase, the visitor should find tailored conent that corresponds to their interests and needs. How do companies achieve this?

An important element of inbound marketing are the forms that site visitors must fill out in order to obtain content. If, for example, an insurance company offers an e-book download with a checklist for purchasing insurance, this download can be made conditional on the visitor filling out a form. If the form requests an email addresss, this anonymous visitor then becomes a lead – one that is tracked (according to data protection regulations and cookie guidelines) from that date onwards. The buyer’s journey begins.

If the lead fills out more forms and demonstrates a particular type of activity, we can say that they have become a market qualified lead or even a sales qualified lead. The step from sales qualified lead to closed sale should ideally be very small – if all previous steps have been carefully planned and fulfilled.

This process of marketing automation requires a great deal of strategic know-how. Which persona do we wish to address? What type of content do they want to read? If these questions have been answered in depth – a challenging process! – marketing automation can actually function quite simply (with a tool such as HubSpot, for example). Users visit your website, receive perfectly tailored content for their stage of the buyer’s journey and eventually become your customers, while you have a scalable system that continually generates new customers. If there’s one thing we can say for sure: your content really can do more!

Interested in content marketing, inbound marketing and marketing automation? We deal with these subjects on a daily basis – for ourselves, our customers and for anyone with an interest. We’d love to answer your questions!


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How Businesses Squander the Potential of Their Content

Founder & CEO

Gerrit Grunert

Gerrit Grunert is the founder and CEO of Crispy Content. Always revved up, he is a goldmine of creative ideas which are infectious to everyone around him. Gerrit knows how to utilise the full potential of this explosive mixture - both at work and in his leisure activities. While he continues to work towards his childhood dream of becoming the fastest guitar player in the world and tests his endurance in cycling races, he is also instigating the content marketing revolution from the Crispy Office.Unser Team