Content Marketing: Wie kann Ihr Business davon profitieren?
The Magic of Content: Inhalt als Business Asset begreifen
1. The Magic of Content
Inhalt
als
Business
Asset
begreifen
Microsoft
Österreich
Wien,
21.1.2014
Brigitte
Alice
Radl
brigittealice.radl@gmail.com
@brigitte_alice
2. Google
Trends
Content
Marketing
&
Content
Strategy
KOMPLEXITÄT
QUELLE:
Google
Trends
(eingesehen
am
18.1.2014)
3. USAGE
93% of B2B marketers use content marketing.
Percentage of B2B Marketers
Using Content Marketing
7%
do not
use content
marketing
ᮣ Last year, 91% of b2b marketers
said they used content marketing.
93%
use content
marketing
KOMPLEXITÄT
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
3
VieW & SHare
SponSored by
4. Österreich:
Mehr
relevanter
Content
150
befragte
Marketing-‐
&
PR-‐Fachleuchte
• 89
%
haben
von
Content
Marketing
gehört
• 58
%
setzen
Content
Marketing
ein
• 61
%
wollen
künftig
mehr
für
Content
Marketing
ausgeben
Wichtigstes
Ziel:
Brand
Awareness
Größte
Herausforderung:
Produktion
von
relevantem
Content
QUELLE:
Content
Marketing
in
Österreich.
Peter
Hajek
und
Alexandra
Siegl.
2013.
5. The
Content
Charmer
QUELLE:
h#p://www.wallsave.com/wallpaper/1024x768/magical-‐mickey-‐mouse-‐blog-‐archive-‐fantasia-‐magic-‐91587.html
6. „Content
marketing
is
a
marketing
technique
of
creating
and
distributing
relevant
and
valuable
content
to
attract,
acquire,
and
engage
a
clearly
defined
and
understood
target
audience
–
with
the
objective
of
driving
profitable
customer
action.“
Content
Marketing
Institute
21. "Content
strategy
is
the
first
step.
The
PLAN
how
we
create,
deliver
and
govern
content.
Content
Marketing
is
how
we
take
that
plan
and
leverage
it
to
attract
and
retain
customers."
Joe
Pulizzi,
The
State
of
Content
Marketing,
2011