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CONTENT Marketing in 3 Minuten | gedankengut.media - WEB & PRINT
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Content Marketing in 3 Minuten erklärt
Wir sind von passiven zu aktiv suchenden Konsumenten geworden. Denn (fast) immer, wenn wir etwas suchen, machen wir, ohne lange nachzudenken, eine Suchanfrage bei Google. Als Konsumenten sind wir daher viel weniger auf klassische Werbung angewiesen. Und deshalb auch weniger dafür empfänglich. Darum ist klassische Push-Werbung auch viel weniger wirksam als früher. Für Unternehmen werden daher in der Marktkommunikation Pull-Strategien und eine individuelle Ansprache des Kunden immer wichtiger.
1. Was ist Content Marketing?
Content Marketing vermittelt dem Konsumenten keine oberflächlichen Botschaften (Wir sind besser, wir sind billiger, wir sind cooler …) sondern versucht, Kunden mit nützlichen Inhalten zu begeistern (Pull-Strategie). Wer also nützliche Inhalte und unterhaltsame Stories in seine Marketingstrategie integriert – und nicht nur schöne Produktbilder und Preisangebote -, der betreibt CONTENT MARKETING.
2. Der Sinn und Zweck von Content Marketing
Heute sind neben dem Preis vor allem zwei Themen im Verkaufsprozess und somit im Marketing entscheidend:
Aufmerksamkeit erreichen
Vertrauen aufbauen
Und genau dafür setzt man Content Marketing ein.
3. Was Content Marketing bewirkt
Was guter Content und somit gutes Content Marketing beim Kunden bewirkt:
Guter Content erregt Aufmerksamkeit
Guter Content ist spannend und bietet dem Kunden einen Nutzen
Guter Content schafft Vertrauen
Wie guter Content und somit gutes Content Marketing IHNEN nutzt:
IHR Unternehmen wird im Web gefunden und erhält Aufmerksamkeit
SIE können beim Kunden Vertrauen aufbauen (die wichtigste Währung im Verkauf heutzutage)
SIE können bestehende Kundenbeziehungen vertiefen
SIE können neue Kunden gewinnen
4. Einsatzgebiete für Content Marketing
Content Marketing gibt es im Web und im Printbereich
WEB:
Blogs: Redaktioneller Inhalt, der nicht ihr Unternehmen, sondern die Bedürfnisse ihrer Kunden in den Mittelpunkt stellt. Das erweckt Interesse und schafft Vertrauen.
Optimierung bestehender Websites: Inhaltliche Optimierung und Suchmaschinen-Optimierung (SEO)
Integration von Social-Media Kanälen wie Facebook, Twitter, Instagram, …
Mehr als 100 Jahre hat man fast ausschließlich „Push-Marketing“ als Werkzeug im Marketing eingesetzt. Also Werbung, die einem ungefragt aufgetischt wird: Anzeigen, TV- und Radiowerbung, Postwurfsendungen, Plakate, … Das Problem: Klassische Werbung wirkt von Jahr zu Jahr weniger …
… zu PULL-Strategien
Daher wird seit einigen Jahren vermehrt „Pull-Marketing“ eingesetzt. Das Internet und die daraus resultierenden neuen Techniken im Online-Marketing haben neue Möglichkeiten eröffnet, wie man mit seinen (potenziellen) Kunden in Kontakt treten und kommunizieren kann. Wesentlich ist dabei, dass man dem Konsumenten keine (Werbe-)Botschaften aufdrängt, sondern mit interessanten und nützlichen Inhalten anzieht. Dafür braucht es redaktionellen Content.