Content Marketing

Crisis communication whitepaper
How broken is our media system? Follow-up to the invented Winnetou shitstorm
Expert panel: How does the strategic come into strategic content marketing?
If you want to manage content across channels and in a topic-centered way, you can no longer avoid Scompler !
Content marketing meets newsroom: We have to stop thinking from the channel!
Integrated communication - strategic, topic-centered and across silos
Content marketing at HRS: visibility, transparency, transformation
From Lange's point of view: No alternative to content strategy and content marketing

On the one hand, the terms "content marketing" and "content strategy" are part of the marketing furniture. On the other hand, they are still used quite arbitrarily. Even the question of why one or the other is needed is rarely answered in concrete terms. Here are four answers.

Whitepaper on the Content Maturity Matrix
Organizations in transition: old and new roles in (content) marketing
A content strategy requires a degree of change management

A sustainable content marketing strategy requires a certain degree of transformation. Without this, many / most content strategies will fail, at least in the long term. Why? That's what I want to explain in this article.

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Content marketing tools - HubSpot vs. Scompler

"Aren't HubSpot and scompler competing products? What's the difference?" I am often asked this question. In this article, I would like to briefly discuss this and indirectly address the difference between content marketing and inbound marketing.

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10 steps to strategic content marketing
Long-term benefits beat short-term fascination: content marketing is more than just a cool campaign!
Why personas are more than the familiar target groups with a face and a pet

Various consultants and agencies have been talking about personas for years now. However, in my experience, they have not really caught on in many companies, partly because this tactic is not taken seriously. I would therefore like to use this short article to explain (as succinctly as possible) why personas are something other than a nice gimmick with existing target group definitions.

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Blog parade: Topic plan, editorial plan, production plan. When do you need what for what in strategic content marketing?
Content marketing: the better social media?
The incredible stupidity of the advertising industry