Live lecture

Strategic content marketing - from marketing technique to management discipline

"Content presents companies and marketing professionals with a variety of challenges. Content marketing is predominantly understood as a marketing technique that is part of online marketing alongside others, such as social media, email marketing or search engine marketing. And those who follow this view are primarily concerned with using content to achieve tactical goals, such as driving more traffic, generating leads or increasing fans and followers. The main problems here are tactical and technical.

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, it also means that content fulfills very different purposes everywhere in the company and on different channels. And this in turn poses a major problem for marketing departments and marketers: their work is becoming increasingly complex, there are more and more formats, channels and structures, and marketers are often simply "overwhelmed" by the possibilities. This leads to a sense of being driven, to more actionism and ultimately to inefficiency and ineffectiveness. But complaining about it doesn't help.

And here you can find the live presentation:

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

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