Good content starts with a Google search

Content marketing is a term that is often interpreted in completely different ways. A simple Google search can help to track down relevant topics for the marketing target group and to start the activities.

In times of the Corona, not only has there been a digital transformation in many companies. Marketing has developed very strongly in the direction of “digital first”. Personal contacts, whether between brand and target group in the B2B or consumer sector, were digitally replaced: The newsletter, social media presence, website or YouTube channel took over the contact with customers and advice on the products which previously often took place in person. And nowadays, the first contact between customers and brands usually takes place digitally.

Good content is the door opener. For example, a brand who manages to pick up his customers with good tips in a blog article on a topic will get attention and can advertise their own products at the end of an article. Word of this content marketing principle gets around, but it is a broad field by which many understand something different.

At the Dmexco @ Home, Matthäus Michalik, founder and managing director of Claneo from Berlin, on “Search-Driven Content-Marketing”, with which the agency Google wants to move into the center of activities. “There are tons of definitions of content marketing. Every company interprets it differently, but we think that the focus should always be on the target group and their interests, ”says Michalik. The Berliners understand search-driven content marketing to be an intersection of SEO (search engine optimization) and content marketing. As the name suggests, the search for good topics for the content begins with the search engine, because, according to Statista, 72.5 percent of users see Google and Co as a relevant source of information.

This is how the customer journey often begins with Google. “This is exactly where we start with content marketing, because this way we can better understand what the target group is looking for,” explains Michalik. Here, the answerthepublic.com tool helps to find the frequently asked questions on a topic such as “headphones”. The questions then help to clarify which questions should be answered by the content – if the company wants to become an authority on the topic. In addition to obvious questions such as “Which headphones offer the best noise-canceling” or “Which headphones for video conferencing?”, This method also spits out more specific starting points such as “When should headphones be used for children?” Or “Which headphones should you use with pacemakers?”

Anyone who creates content that answers these questions can build customer relationships, for example by creating a content hub such as a blog that deals with headphones. This first contact is still a long way from a purchase, but the brand can position itself with the customer if the customer is currently in his research phase for the next headphone purchase and is looking for the answers to his questions.

According to Claneo, there are three types of content:

• Inspirational content, such as content from influencers.
• Expert content strengthens the expert position.
• Basic content ensures constant traffic and visibility.

For every brand, content marketing means effort that should be worthwhile – it is accordingly important to formulate and pursue goals when creating content. In the first step, content draws attention to the brand. Anyone who regularly publishes content on social media, for example, is present with the target group. From a brand perspective, interaction with the customer is often desired. Achieving this goal can promote content, for example if it uses checklists to help customers decide whether they are more of an in-ear or over-ear headphone type. Registrations for newsletters or prior to downloading guides generate customer data that, as prospective buyers, turn into leads. In perspective, the leads can develop in the direction of purchase – which is of course the goal of the activities. “Customers who are interested in advice in magazines, for example, also convert better. Content can therefore ensure that the conversion rate improves, ”explains the managing director. “In addition, the content contributes to brand perception in every phase. At some point the consumer knows that the brand is the right one when it comes to headphones – because they can answer all questions. “

Not only as a result of the corona restrictions, customers today usually do their own research before buying in order to find the right product or brand. Content marketing is an investment, but a direct investment in customer relationships – even if not everyone is about to go to the checkout to buy. Since the trend will continue in the direction of “digital first”, it is therefore worthwhile to start or expand activities in content marketing.