Content marketing in practice

Content marketing heralds a new era of marketing. Traditional marketing has lost the trust of consumers in many places, and they are increasingly turning away from it. Instead of slogans, it focuses on value creation; instead of superlatives, it offers problem-solving; and instead of flashy banners, it provides substantial content through white papers, informing customers and prospects without overwhelming them with advertising clichés. This book addresses content marketing in a practical manner and encourages implementation. It covers a wide range of topics: content marketing is a multifaceted challenge. The main chapters deal with all relevant subjects, such as strategy, planning, goals and target audiences, production, content and media formats, quality criteria for value-creating content, research for topic ideas, distribution, and success measurement.