Content Marketing and Content Strategy

Heinz Wittenbrink (@heinz)



  • Was ist Content Marketing?
  • Was unterscheidet Content Marketing und Advertising?
  • Wie verhalten sich Paid und Owned Media zueinander?
  • Ist/wie sehr ist Content Marketing eine Reaktion auf den Medienwandel?
  • Ist Content Marketing nur digital?

  • Welche Rolle spielt die Beziehung zur Zielgruppe?
  • Wie stehen Botschaften und Produkte zueinander
  • Welche Rolle spielt das Storytelling im Content Marketing?
  • Welches Verhältnis haben Content Marketing und Content-Strategie zueinander?
  • Welches Verhältnis haben Content Marketing und Social Media zueinander?

  • Welche Bedeutung hat redaktionelle Unabhängigkeit im Content Marketing?
  • Wie organisiert man Content Marketing erfolgreich?
  • Auf welche Daten muss Content Marketing zurückgreifen?
  • Sind Content Marketing und Inbound Marketing dasselbe?
  • Was bedeutet Content Marketing als Job Description?

"Every Company is a Media Company":

Why brands become publishers

We live in a society in which we are more and more digitally connected to each other. In this society the public sphere is no longer produced by the mass media. More and more economic processes are happening publicly and in a networked way. Whoever is participating in society is producing content about themselves and about everything they are doing and is perceived via this content.

Content strategy is nothing more than a strategic approach to this content. Content marketing means to use this content in a targeted way for marketing purposes.

Brands are perceived via content because they are acting today in a networked way, publicly and in realtime.

Illustration: 1983~enwiki at English Wikipedia. [License: CC BY-SA 4.0

New media - new audiences

It is easier to publish than not to publish

Customers inform themselves online before all

Search engines promote quality content

In social media good content is a conditon for success

Content everywhere: from digital to mobile revolution

Classical ads and banners have lost traction

Scarcity of attention has replaced scarcity of information

Filters are replacing gatekeepers and mediators

The business models of publishing houses and media companies are obsolete

The era of one-way, single-threaded, brand-directed mass communications is officially over. ... The only way to reach your audience in today’s information-drenched, content-saturated world is through Epic Content Marketing that emotionally connects with the people you are trying to reach." (Pulizzi (2013), loc. 96-104)

The Role of Content in the Consumer Decision Making Process

Content marketing is owning media as opposed to renting it (Pulizzi (2013), loc. 244)

Changing relations between brands and customers

Customers regard brands as networked problem solvers

Customers and brands are connected 24/7 in realtime

The mass of disposable data is growing exponentially

Owned media as alternative to paid media

"Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action."

Content-Marketing is about content published by brands which

  1. satisfies an interest for content which does not end with the purchase of a product,
  2. supports sales.

Content Marketing is a task for content strategists. It is closely related to other purposes of content (e.g PR, Service).

Joe Pulizzi - Content Marketing World

Illustration: TopRank Marketing

License: CC BY 4.0

History of Content Marketing

Things that can be improved by Content Marketing:

  • image of the company
  • brand perception/branding
  • trust in your products and/or your company conversions
  • reach (viral effects)
  • acquisition of new customers/leads (Löffler, S. 220)
  • your positioning with respect to the competition
  • findability and visibility on the web
  • SEO rankings
  • return rate for your products
  • customer retainment
  • time spent on your pages (Löffler, S. 220)
  • chance to get relevant and high quality backlinks
  • probability of positive social media reaktions (likes, shares) comments)
  • bounce rate
  • chance to get organic, cost-free traffic (Löffler, S. 220)

Facts: Content Marketing B2C

CONTENT MARKETING MARKETING 2018 Benchmarks, Budgets, and Trends—North America

Facts: Content Marketing B2B

2018 B2B Content Marketing Report: CMI & MarketingProfs


  1. Brands today have different and by far more touch points with customers than they used to have. On the other site they are losing the traditional media channels controlled by their budget in a quasi monopolistic way.

  1. Control of the digital touchpoints has been transferred to the customers.

  1. The value propositions of brands are getting more complex and more networked. Brands are perceived aus parts of a media world. The value proposition of a brand has become more complex and more networked.

  1. For these reasons brands are transformed into complex content offers. Content provides opportunities for continuous interaction from raising awareness to consolidating loyality.

  1. Only radically user centered content marketing provides the chance to reach customers in a manner not limited to isolated contacts and interactions.

Pulizzi, J. (2013). Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less. McGraw-Hill Education. Retrieved from