What is content marketing?

Dennis Benjak



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Content marketing aims to convince users of the company and its services through content. The goal is to win and keep him as a customer. In contrast to classic advertising, however, the aim here is to let the user convince himself and not to actively address him with “advertising”, but to advise and help him.

What is content marketing?

Good content helps users solve problems by providing them with useful information. This helpful information builds trust.Through entertaining copy that directly advises the customer, you get their attention.

In the longer term, the goal is to establish customer contact and thus win over the customer.The content (content) can appear in various forms, such as:

– blog item
– video
– e-book
– webinar

The two most common forms are content in the form of blog articles and videos.

What gave rise to content marketing?

Content marketing has been used by companies for a bit longer to market products and reach their actual target audience. The change in buying behavior isn’t the only factor in why content marketing has evolved into a method all its own in recent years. The importance of search engine rankings and the evolution of the web, as well as the shift away from traditional media, are also responsible.

The effect of content marketing

First and foremost, this selected form is about winning over a perhaps future customer with convincing arguments.

This task is accomplished by responding to the interests of the target group and satisfying the information needs of your own target group.

The user should build trust in the company and its products through high-quality content.

Here, a distinction must be made between onpage and offpage measures in content marketing. The content that is published on your own site is onpage. Content published via guest posts on other people’s blogs, online magazines or guidebooks is part of off-page optimization.

Advertising or content marketing?

This should not be an either/or decision, as both marketing channels not only have their raison d’être, but also need each other. Consequently, classic advertising and content marketing complement each other.

To ensure a consistent brand presence, you should distribute consistent messages across both channels. That’s why it pays to plan and coordinate advertising and content marketing in consultation with each other. The interplay between content makes your entire communication more credible.

The differences:

Advertising is often related to specific occasions (such as holidays, store openings, winter sales) and focuses on a product or brand. Its purpose is direct sales and it usually works with the help of a push strategy, such as spots on TV or the Internet.

Content marketing, on the other hand, is more timeless and long-term in nature, relating to and focusing on the needs of customers. Built image and trust are the pillars that ultimately lead to sales. Content marketing is based on the pull strategy, where users search for solutions via Google.


So content marketing is not just about creating high-quality, informative content that convinces users of the added value of the website they are visiting. Content marketing goes much further than that.

The content created, which is intended to bind customers and users to the company or institution, is marketed using various channels such as social media or blogs and internal and external links. Of central importance in content marketing is increasing the reach of the website.

Want facts to prove why content marketing makes sense? Here I’ll give you 7 reasons to do content marketing.


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