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Content Marketing: Your Ultimate Guide

Ruzica Beric, June 27, 2023· Content Marketing

Welcome to the fascinating world of content marketing! Do you sometimes feel a little unsettled when it comes to content marketing? Don’t worry, we’ll be your guide and guide you through the jungle of content marketing. Get ready for an exciting journey where we will discover everything important about this brilliant marketing strategy together!

What is Content Marketing?

Content marketing is a marketing technique that aims to create and distribute interesting and useful content in order to appeal to a specific audience and ultimately attract customers. It is about being present on the right platforms and channels and gaining the attention of users with high-quality content.

Content marketing vs. inbound marketing

While content marketing is focused on creating informative and engaging content, inbound marketing takes it a step further and encompasses the entire process from the initial interaction to the sale. Content marketing is thus a part of inbound marketing, which also includes SEO, lead generation and customer relationship management.

Both content marketing and inbound marketing are geared towards attracting customers in an organic way and building long-term relationships. However, there are some differences between the two methods, which are explained in more detail here:

Content Marketing

Content Marketing focuses on creating and distributing high-quality, informative and engaging content. The aim is to capture the attention of the target audience, retain them and ultimately convert them to customers. Content Marketing includes various formats such as blog articles, videos, infographics and e-books. The main task of content marketing is to create added value for the target group and to build trust in the brand.

Inbound marketing

Inbound marketing is a holistic approach that goes beyond content creation. It encompasses the entire process from initial interaction with potential customers to sales and engagement. Inbound marketing encompasses a range of tactics and techniques, including:

  • Content Marketing: Creation and distribution of valuable content.

  • SEO (search engine optimisation): Optimisation of content and website in order to achieve a better ranking in search results.

  • Lead generation: Convert website visitors into potential customers using forms, landing pages and other techniques.

  • Email marketing: communication with leads and customers via personalised emails to inform them of news and offers.

  • Social Media Marketing: Using social media to build relationships and share content.

  • Customer Relationship Management (CRM): Maintenance of customer relationships through personalised communication and customer support.

In summary, content marketing is an important part of inbound marketing, but it does not cover the whole concept. Inbound marketing involves a variety of methods to guide potential customers through the entire marketing and sales process and build long-term customer relationships.

Why is organic customer attraction part of the content marketing strategy?

‘Organically attracting customers’ means attracting potential customers to the company or brand in a natural and non-obtrusive way. In contrast to traditional, disruptive advertising methods, such as television or radio commercials, which are often perceived as disruptive, organic customer attraction relies on the provision of valuable information and content to attract the interest of the target audience.

Organic customer acquisition methods rely on potential customers coming across the company or brand independently and out of their own interest because they are attracted by the content and offerings provided. Examples include:

  • Content Marketing: The creation of high-quality, informative and engaging content that is relevant to the target audience. It attracts potential customers because it helps them solve their problems or answer their questions.

  • Social Media Marketing: By being active on social media platforms and sharing interesting content, you can gain the attention of users and build a relationship with potential customers.

  • Search Engine Optimisation (SEO): By optimising the content and the website for search engines, you get a better ranking in search results. As a result, potential customers are more likely to come across the company when they are looking for relevant information.

Organic customer acquisition thus relies more on long-term relationships and trust, rather than short-term and aggressive sales strategies. This approach is beneficial for both the customer and the company, as it creates a sustainable base for future business and strong customer loyalty.

What are the objectives in content marketing?

The overall goal of Content Marketing is to positively influence the purchasing decision of potential customers by providing them with valuable information and entertainment. There are several sub-objectives that may vary depending on the company and strategy:

SEO: Better rankings

High-quality content and backlinks (links from other websites) help your site to get better in search results on search engines like Google, resulting in higher visibility and more organic traffic.

Attracting new customers

With relevant and interesting content, you can make potential customers aware of you and convince them of your products or services. Content marketing helps to build trust and position your company as a competent partner in the industry.

Lead generation

Lead generation is another goal of content marketing. By offering valuable content, such as e-books or webinars, you can collect the contact information of prospective customers. These leads can then be converted to customers with the help of targeted email marketing or other marketing campaigns.

Increasing brand awareness

Content marketing is an effective tool to increase brand awareness and popularity. By positioning your brand as an expert in the industry and regularly publishing helpful, informative or entertaining content, you can improve your company’s image and expand your reach.

Improving customer loyalty

High-quality content also helps to keep existing customers connected to your business. By continuing to provide them with interesting and useful information, you show that you have an eye on their success and are worthy of their trust. This increases the likelihood that they will buy from you again or use your services.

Building Authority and Thought Leadership

With content marketing, you can strengthen your authority in your field and establish yourself as a thought leader. A thought leader is an expert and/or opinion leader in a particular field or industry. By sharing expert knowledge, industry trends, and best practice tips, you’ll show that you’re up-to-date and in-depth in your area of expertise, adding to the credibility of your brand and opening up more business opportunities.

Overall, the goals of content marketing are diverse and can vary from company to industry. The key to success is to develop the right strategy that is tailored to your specific goals and needs.

What is “content” in content marketing?

Content is at the heart of content marketing. It encompasses the different types of content you create and share to engage and engage your audience. Content can come in a variety of formats, such as:


Videos are a versatile content format that can take many forms, such as explanatory videos interviews, webinars or entertaining clips. They are particularly effective because they can convey complex information in an easy-to-understand and engaging way.

Posts on blogs

Blog posts are articles that convey useful knowledge or experience. They can be posted on your own website or on external platforms to increase your brand visibility and demonstrate your expertise.


Infographics are visually appealing representations of data or information. They are ideal for making complex contexts understandable at a glance and are easy to share on social media.

Social Media

Social media content includes posts on platforms such as Facebook, Instagram, LinkedIn or Twitter. These may be short texts, images, videos or links to your blog posts. Social media allows you to build a direct relationship with your audience and leverage their interactions and feedback to further improve your content.

E-mail marketing

Email marketing involves sending newsletters or automated email campaigns to subscribers to let them know about news, offers or relevant content. Personalised emails can help strengthen customer loyalty and increase conversion rates.


Podcasts are audio content that provides knowledge and/or entertainment. They allow your audience to engage with your content while on the road, cooking, cleaning, or doing other activities. Podcast content may be interviews, stories, or discussions about relevant topics.

White Paper

White papers provide detailed information or research on a specific topic. They are particularly popular in the B2B sector to demonstrate expertise and convince potential customers of your company’s expertise and solutions.

Each content format has its own strengths and is suited to different audiences, themes and objectives. Choosing the right formats and adapting your content to the needs of your audience is critical to the success of your content marketing.

What are the basics of good content marketing?

Some of the basics for successful content marketing are:

  • Relevant Content: Content tailored to the needs of the target audience

  • Personas: fictitious people representing the target audience to better match content to their needs

  • Good content: content that is high quality, informative and appealing

  • Storytelling: Stories that arouse emotions and make the content more understandable

  • Content Production: Regular creation of content to keep the target group happy

  • Relevant content formats: The right choice of formats to suit the target group and the topic

How do I create a content marketing strategy?

You want to get started and develop a successful content marketing strategy? No problem! Here we show you step by step how to reach your goals and master the entire content process, from brainstorming to measuring success.

Step 1: Define objectives

Decide what goals you want to achieve with your content marketing. This could include increasing traffic to your website, generating leads or increasing brand awareness. Set clear, measurable goals to test the success of your strategy.

Step 2: Analyse the target group

Find out who your audience is by analysing demographics, behaviours, and preferences. Then create personas – fictional characters who represent your ideal audience – to better understand their needs and interests and create targeted content.

Step 3: Choose themes and formats

Decide which topics and formats are best suited to your audience and goals. Research which topics are relevant to your industry and create a list of possible content ideas. Choose the right formats, such as blog articles, videos or infographics, that will add the most value to your audience.

Step 4: Create Content

Regularly create high-quality, engaging content that adds value to your audience. Ensure a consistent tone and language that fits your brand. Use storytelling elements to inspire emotion and make your content more interesting.

Step 5: Distribute content

Use Content Seeding (targeted placement of content on external platforms) and Content Distribution (distributing content across multiple channels) to effectively distribute your content. The channels and platforms on which you share your content should be tailored to your audience and objectives. Examples of such channels are social media platforms, email marketing or influencer collaborations.

Step 6: Measuring success

Periodically analyse the performance of your content marketing efforts using KPIs (Key Performance Indicators) to see how successful your strategy is. Some key KPIs include page views, time spent, conversion rate, or social media interactions. Use this data to continuously optimise your strategy and achieve even better results.

Is the success of content marketing measurable?

Of course! It’s easy to track the success of content marketing with KPIs (Performance Measurement Metrics). They show you how well your content resonates with users and how you can optimise your strategy. Let’s take a closer look at some of the key KPIs:

How often do users click on your content?

Page views show you how popular and far-reaching your content is. The more views, the better – that means a lot of people are reading or watching your content.

How long will users stay on your site?

It tells you how long people stay on your site, on average. If they stay, it’s a good sign that your content is interesting and valuable to them.

Are the desired actions carried out?

The conversion rate shows how many users actually do what you want – like subscribing to a newsletter or filling out a contact form. A high conversion rate means your content is effective and gets people to take action.

How often is your content shared and discussed on social networks?

With social media interactions such as likes, shares and comments, you can see how well your content resonates with users and how widely it spreads.

How many users jump off immediately?

The bounce rate shows how many people leave your site immediately without browsing. A low rate means that your content is engaging and encourages users to stay longer.

Is your content linked from other websites?

Backlinks are links from other sites to your content. Many such links show that your content is of high quality and relevance. They can also improve your ranking in search results.

How many potential clients will you attract?

The number of leads generated shows whether your content is helping to attract new customers and move them forward in the sales process.

By keeping an eye on these KPIs and evaluating them regularly, you can measure and improve the success of your content marketing strategy. Always select the metrics that best fit your goals and really help you evaluate your actions.

Successful Content Marketing: Examples of Large Companies

Sometimes it’s easier to understand the power of content marketing when we look at successful examples. Below, we’ll show you two outstanding content marketing examples from large companies. They show how careful planning, creative advertising and a well thought-out content marketing process can achieve impressive results.

Coca-Cola: Share a Coke

Coca-Cola managed to turn personalised bottles and cans with individual names into a viral hit with the “Share a Coke” campaign and put on a true Content Marketing feat. Through personalisation, they were able to strengthen customer loyalty and increase brand awareness.

By giving personalised bottles and cans individual names, they created a viral phenomenon that took customers’ hearts by storm. The campaign not only strengthened customer loyalty, but also increased brand awareness by encouraging customers to share their personalised bottles on social media and engage friends and family. This shows how important a well-thought-out content strategy and a well-planned content marketing process are to achieve the desired success.

Red Bull: Red Bull Stratos

Red Bull is another outstanding content marketing example that shows how brands can push the boundaries of what is possible. With the Red Bull Stratos campaign, the company sponsored skydiver Felix Baumgartner in his record attempt to jump out of the stratosphere.

The live streaming of the event and subsequent coverage enabled Red Bull to reach an enormous range and position the brand as a supporter of adventure and extreme sports. The purposeful planning and execution of the campaign helped Red Bull create a unique and memorable content marketing experience with Red Bull Stratos.

These examples show that a well thought-out content marketing process and a clear content strategy are the key to success. A full-service agency, for example, takes care of all aspects of this marketing method. But with creative ideas and the right planning, smaller companies can achieve similar success.

The Customer Journey: An Exciting Journey for Your Customers

The Customer Journey is like an exciting journey for your customers, where they encounter your brand, products and services. There are different stops and adventures to experience on this journey. So pack your bags and let’s discover the stops of the Customer Journey together!

1.Awareness Phase: The beginning of an adventure

Imagine your potential customer entering a new and exciting world – your brand world. As with any good adventure, it all starts with curiosity and discovery. This is where informative and engaging content comes into play to capture the interest of your future customers and offer them something exciting.

2. Consideration phase: The large selection

Now the journey continues: potential customers have different options, and they want to make the best decision. At this stage, it’s important to showcase your expertise, build trust, and showcase the benefits of your products or services. Be like a tour guide who makes the difference between a good experience and a great one.

3.Decision phase: The decision is approaching

During the decision-making phase, travellers are on the verge of booking their tickets for the big adventure – the purchase of your product or service. Here you should provide them with all the information they need to decide on your offer. Don’t forget to offer them a special extra, such as a discount or a guarantee.

4.Retention Phase: After the adventure is before the adventure

The journey is not over, because now is the beginning of the bonding phase! Your customers are back from their adventure and want to share their experiences and continue to benefit from your business. This phase is about fostering their satisfaction and loyalty. Provide them with support, helpful tips and keep them up to date on the latest news. That’s how they’re sure to book with you again in the future.

By exploring and understanding the customer journey of your target audience, you can create the most engaging and effective content to accompany your customers on their journey, provide them with an unforgettable experience and ensure the success of your content marketing. Adventure, here we come!

Any more questions?

The great thing about content marketing is that it is a strategic method to gain the trust and loyalty of the target group and ultimately to attract more customers. Do you still have unanswered questions despite our guide? Or do you need help with your content marketing strategy? We are happy to help you!