What is meant by content marketing 1

What does ... content marketing actually mean?

Is content marketing “in” right now? Why? What are the advantages? And how do you generate attention with it? We explain it.

Everyone is talking about content marketing right now - why?

Online marketing, ambient marketing, after sales marketing ... everyone who deals with marketing knows that there is no such thing THE Marketing.

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For a few years now you have been hearing a term up and down: content marketing. What does the term mean, what does it mean and how do you use content marketing?

Definition and meaning

As the name itself describes very well, content marketing is about content - that is, content. This mostly refers to texts, for example blog posts in company blogs or guest posts in a guidebook style.

A special feature of content marketing is that the content is created by companies (or via agencies and freelancers acting on behalf of a company) and is usually distributed free of charge.

Content marketing is not a new invention, but a modern term for old wine in new bottles. An example: In pharmacies, content has been tried for many decades to turn visitors into buyers of certain drugs by providing advice brochures or magazines such as the “Apotheken Umschau” free of charge.

Further examples

Content marketing has many forms and facets. Well-known content carriers are:

    • Customer magazines (online and offline)
    • Corporate blogs
    • Videos, e.g. from events or how-to guides
    • Social media channels, e.g. Facebook posts
    • Baking recipes, e.g. on Sanella.de
    • Advisory eBooks or white papers
    • Newsletter

Practical examples of strong content marketing include the Michelin restaurant guide, Deutsche Telekom's “Electronic Beats” magazine and all the free help from Neil Patel.

What are the goals?

The special thing about content marketing is that - in stark contrast to classic advertising - it must not contain any direct sales promotion. Content in which the advertising message is in the foreground is therefore not real content marketing.

Content marketing is about getting users ...

    • to inform
    • to advise
    • or to entertain them.

With content marketing, companies can pursue various marketing or company goals, which are usually combined with one another:

    • Offer information about a product (e.g. newsletter)
    • Providing assistance in solving a problem (e.g. advice, how-to instructions)
    • Position yourself as a “Though Leader” (knowledge / competence carrier), for example through specialist whitepapers or e-books
    • Build the branding / image of a company. Example: With its extreme sports videos, Red Bull is perceived as a cool brand for extraordinary.
    • Generate traffic / attention

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But not only online content is long-lasting! Print also works. Still today. For example, John Deere has been publishing its customer magazine “The Furrow” for 125 years (!). With great success.

Why is content marketing so popular right now?

Quite simply: Because people are increasingly rejecting classic advertising by continuing to zap on television and using ad blockers when browsing the Internet. One advantage of content marketing is that it cannot be hidden by such measures, because the content is embedded “naturally” - for example as a guest article in a specialist magazine.

Share your knowledge with us! Are you an expert in a field? Push your image and become a guest author! Publish a free guest post on StartUpWissen.biz to address a large target group.
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Another plus point is that the advertising message is not in the foreground when it comes to content, instead, for example, advisors should help people with specific questions. Such content is eagerly consumed and even recommended. Good content thus spreads all by itself and free of charge (keyword: viral marketing).

On top of that, online content has another unbeatable value: it is sustainable. A blog post can still be read years later. And if you pay attention to search engine optimization (SEO), it even has a chance of ranking well on Google, Bing & Co.

> SEO: Guide to search engine optimization

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How can the content be disseminated?

There are two types of content marketing: inbound and outbound.

Inbound means that companies use their own channels (“owned media”) to place their content. This includes, for example, a company blog.

Outbound means that external distribution channels (e.g. guest contributions in specialist media such as StartUpWisen.biz) are used to “seed” your content. A distinction is made between “earned media” and “paid media”. With "Earned Media" you have "earned" the distribution for free by sharing the content with friends and fans on Facebook, for example. Paid media include paid placements such as sponsored posts or advertorials.


The era of advertising banners and screaming advertisements is coming to an end. Such marketing measures are seen less and less and their messages fizzle out.

The solution to this loss of attention is content marketing. It is consumed by users with pleasure and - if the content is relevant to them - more widely disseminated.

Content marketing is sustainable if it works. But it usually takes several months before you can celebrate your first successes. For example, because a corporate blog has to slowly and painstakingly build its reputation - with readers and search engines.

Do you want to have a company blog that rocks? The free whitepaper "Company Blogs: Basics, Strategy & Implementation" helps beginners and advanced users with lots of tips and tricks when implementing a company blog.

Image: Photo by Sticker Mule on Unsplash