In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information here.
What a beautiful, orderly world of content marketing it would be if we could say that certain types of content always work in specific industries.
A simple example shows that this is not true: a direct bank such as N26 appeals to a completely different target group than the Kreissparkasse in Buxtehude. Although both companies belong to the same B2C sector, the average age and user behavior on the Internet are completely different.
And this is precisely where the key to successful content marketing in any industry lies. The industry or sector is less relevant. Rather, the target audience is the key to choosing the right types of content.
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What the content type should ultimately be based on?
The detailed factors that determine which type of content works are as individual as the company itself that is engaged in content marketing. Nevertheless, content marketing should not and must not be a complete trial-and-error model that consumes vast sums of money.
There are several pillars that provide valuable insight into how to successfully build your content marketing.
The product/service:
What you want to market plays the most important role. Many other factors that influence the success of your content marketing strategy and thus also the appropriate content types can be derived from the product or service.
After all, the product itself largely determines who will actually buy it later on. This means that the target group is determined by the product range, and in the next step, the type of content must be just as well suited to this target group as it is to the product.
The target group:
The chosen content type should, above all, be suitable for the target group. This means that it makes a difference whether you are doing content marketing for B2C or B2B.
Demographic characteristics should also be taken into account: Does my product appeal more to a young target audience or an older one, more men or more women, more introverted or extroverted people, active consumers or inactive ones?
The company's goal:
Another factor that influences the choice of content type is the question of what goal I am actually pursuing with my content. Do I want to generate a constant stream of traffic, do I want to generate leads and conversions, or both? This is where the preceding factors come together and set the direction.
The customer journey:
Finally, the content offered should also be chosen to suit the phase the customer is currently in. A helpful guide or video tutorial can be useful during conversion or after purchase to convince or retain the customer. Informative blog posts, on the other hand, raise awareness at the very beginning of the customer journey.
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Target group + company goal + customer journey = content type
The calculation is relatively simple in theory, but in practice it naturally requires some fine-tuning. Nevertheless, it can be said that the right type of content is relatively unaffected by the industry. Other factors are more decisive here.
In addition to the product, target group, company goal, and customer journey phase, it can also be crucial whether you are currently working on generating or maintaining a constant stream of content or want to generate targeted peaks with special campaigns—here, too, the choice of content type should differ from the type chosen for basic content in order to attract the necessary attention.
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