Presentation: Strategic content marketing - from marketing technique to management discipline

The slides from my presentation at the Marketing Management Congress on November 15 in Berlin. It's about a new understanding of content marketing: no longer as a single communication technique such as SEO, e-mailing, social media, corporate publishing, campaigning and many others, but as a management discipline. We call it "Strategic Content Marketing" (SCOM) and that's exactly what it is: communication management!

Please click on the slides to display the next page. You can go back one slide using the red button at the bottom left and you can also view the presentation in full screen mode using the gray button at the bottom left.

If you would like to have the presentation (also as an open PPTX file), please send me an e-mail to [email protected]. Thank you very much!

The author

Photo of the author

Mirko Lange

Founder Scompler

Mirko Lange has been a communications consultant for 27 years and a lecturer at several universities since 2001. In 1999, he founded one of the first consulting firms for online PR in Germany and made a name for himself as the first specialist for corporate communications on the social web in 2008. In 2010, he advised Deutsche Bahn ("Facebook Ticket") and Nestlé ("Kitkat"), among others, on crisis communications, which were hit by the first "shitstorms" in Germany. As a result, Deutsche Bahn, for example, aligned its entire communication to the social web, a process that Lange accompanied. This project resulted in the communication management software Scompler. Scompler now has more than 300 customers, including 6 DAX companies.

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