casusbene GmbH
Content Marketing Germamy
How do we go about creating content:
1. Defining the target group
The strategy and concept are derived from the question: Who are the contents aimed at?
Moreover in order to define the exact content requirements the first step is to define the target group. Only when the target group has been determined can you clearly decide, for example, the form of presentation, the distribution platforms and the metrics for measuring success.
Furthermore you gain a greater understanding of the components of the contents.
These are only some of the questions which can only be answered if the target group is defined.
Measuring demand
Since with content marketing the needs and requirements of the consumer are at the forefront it is of fundamental importance to define demand in context. There are different ways of doing this for example:
With needs analysis we use these and other methods in order to verify demand based on specific contents. These subjects form the basic framework for our work.
2. Creating content
When we know about demand then we can start work. Assessing the existing contents plays an important role here. Raw diamonds are often found here which just need the finishing touches to become brilliant content-diamonds to do full justice to the target group’s demand.
The type of content and the scope and form of the presentation have to match the requirements of the target group. The harmonious triad, consisting of existing demand, thematic relevance and suitable presentation, is a key element for the acceptability of the content. I take this acceptance as the basis for the successful, natural dissemination of my contents.
3. Extending range
What good is the finest content if it is not noticed by the target group?
This
is often the weak point with new blogs, shops and media. For that
reason spreading content using various measures is a further discipline
in content marketing. To do this the following can be used:
Selecting the most suitable form of advertising or combinations of various forms depends decisively on the target group which you are trying to reach.
4. Content-Organisation
In order to work really efficiently and to be able to react quickly work steps, tasks and responsibilities must be clearly agreed first. We help you with organising and integrating these work processes as well as with identifying and defining areas of responsibility and accountability.
For example, with regard to organisation the following should be settled:
These and other questions must be sorted out before putting the content marketing concept into practice.
5. Monitoring and measuring success
Content marketing often requires a high level of investment at the beginning and ties up resources in the medium term. This makes monitoring and measuring success particularly significant. Even with the most careful research and planning it can happen that the measures taken fail to have the desired effect. In such cases you have to investigate the cause and make adjustments to the concept. Ultimately all measures and work steps have to be evaluated in terms of their efficiency and success.
Clearly defined metrics and indicators can be used for monitoring and measuring success and provide milestones for the team on the road to success.
We support you in all the subsections of content marketing such as:
Furthermore we offer you tailor-made workshops in order to anchor the new strategy in your enterprise, to learn the skills required and to build up your own resources.
Do you still have questions?
Contact us for more information about our online shop offers!