Strategic content marketing—from marketing technique to management discipline

"Content" presents companies and marketing professionals with a variety of challenges.
Although "content marketing" is predominantly understood as a marketing technique that is part of online marketing alongside others such as social media, email marketing, and search engine marketing.
Those who share this view are primarily concerned with using "content" in such a way that it achieves tactical goals, such as generating more traffic, creating leads, or increasing the number of fans and followers. This raises primarily tactical and technical problems.

Communication that does not create value will find fewer and fewer recipients. All marketing will become 'content marketing', making the term 'content' obsolete.

Mirko Lange

But this view falls rather short. Too short. Because every form of marketing and communication works with "content". From a technical point of view anyway, but increasingly also from an "ideological" point of view. This is because "content" is communication that, in contrast to advertising, is geared towards the needs of the recipient. That is what is new about the term "content", that is the core insight of content marketing. But soon there will be nothing other than "content". At least nothing else successful. Because anything that does not meet a need will simply no longer reach the target groups in future.

On the one hand, this means that content is everywhere. On the other hand, however, content serves very different purposes throughout the company and across different channels
. And that, in turn, poses a major problem for marketing departments and marketers: their work is becoming increasingly complex, with more and more formats, channels, and structures, and it is not uncommon for marketers to be simply "overwhelmed" by the possibilities. This leads to a sense of urgency, more actionism, and ultimately inefficiency and ineffectiveness.
But complaining about it doesn't help.

I topic this topic in my presentation at IFRA and showed approaches on how companies can deal with it.

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