Content marketing is a marketing discipline where content is used to mediate between supply and demand. The term “content” is a generic description that includes elements like articles, videos, emails, infographics, advertising material and much more. Content marketing can be considered a meta discipline, or a discipline that accounts for elements from other marketing disciplines.

In a content marketing strategy, all necessary touchpoints for customer conversion are analyzed and formulated. Depending on where the customer should be converted, certain requirements are necessary in order to create a good foundation. That is why a content marketing strategy has a modular structure. The total price is comprised of the costs of the individual sub-strategies and their preparation. The minimum investment is €5.000.

You should do content marketing if your services or products are advice-intensive, complex and expensive. It’s suitable for you when the decision-making process for the customer takes a long time and requires trust between the buyer and seller. Tailor-made content along the customer journey supports a successful sales process.

Content marketing has both one-off and recurring costs. One-off costs are: planning, research, conceptualization, and supporting software. The production and distribution of content leads involve recurring costs. With an investment of approx. €5.000 per month, we provide twelve months of all digital communication tactics for your website, blog, email marketing and social media.

One of the first content marketing examples known to the general public is the “The Furrow” published by John Deere in 1899. The “Michelin Guide”, the restaurant guide published by the tire manufacturer for cars, has also been in circulation since 1900. Notably, the “Michelin Guide” came about because of a flat tire and Michelin was looking for accommodation along the way.

Multi-channel content marketing that reflects all current digital trends and even helps shape them can be found within a sales-oriented B2B content marketing software known as HubSpot. By the way, we are a certified partner and would be happy to support you in the implementation of this powerful software.

Advertising agencies “advertise” with the creative interpretation of brand values to gain attention from potential customers. They “push” their message via advertising media, e.g. a banner or commercial, to the target group. That’s it. On the other hand, content marketing takes into the account a target group’s informational requirements, and makes them available on all communication channels. This includes presenting content in various formats beginning with the initial impression through to when the potential customer decides to purchase. This is pull marketing. If you want to guide and retain your customers across all channels from the first contact through to a conversion, hire a content marketing agency.

An online marketing agency develops, controls, analyzes and optimizes all marketing measures across all channels, which is done with a sales perspective. A content marketing agency additionally provides you with the content that is used in your marketing and sales methods. They also have the same communicative and sales expertise. Since it is the content itself that converts a customer during digital communications in addition to price and product, you should always give preference to a content marketing agency.

Contact us for any further questions you might have.