Guest Post: Become the topic of conversation with content marketing

PR and Social Media Expert Bernhard Lermann

Content Marketing

If Dr. Johann August Unzer would have had a company website, it would have been a very lively place. The practicing physician from Altona, Germany, was the publisher of the well-known medical weekly journal “Der Arzt” („The Physician”) as well as the author of numerous medical, philosophical and early psychological essays. His home was a central point for society in Altona. On the painting of Johann Jacob Tischbein, which caught my attention during a visit at the  German Museum of Medical History in Ingolstadt, he portrayed himself as a well-connected, scholarly medical scientist and author. He is surrounded by letters from colleagues and his hand rests on his best-seller: “Der Arzt” (“The Physician”), published 1759 to 1764 also as a set of 12 books.

Dr. Johann August Unzer, physician and networker

Unzer dedicated himself to topics that were discussed intensively in the medical world of the 18th century. He wrote for example “De sternutatione”, a discussion about sneezing. And he wrote down his “Gedancken vom Einfluß der Seele in ihren Körper” (“Thoughts on the influence of the soul on its body”). Burning questions that wanted to be answered.

Since the invention of a search engine, however, one must no longer consult experts nor call nor mail a letter in order to find answers; the answer appears on the computer screen within milliseconds – delivery free of charge.

Google prefers high-quality content

Sophisticated content marketing for companies utilizes the new possibilities of searching for answers. A company website is no longer optimized towards products but rather towards topics. One of the reasons for this is that Google prefers “high-quality” content that supplies answers and currently neglects outdated methods like keyword frequency.

But the one-time creation of content is not enough. The up-to-datedness of content is important; users and search engines prefer fresh content, whether that’s text, images, informative graphics, or video clips. An interaction with a graphically pleasing interface will, for example, offer easy entry into a topic, which is particularly recommended for complex matters and generates a long user session.

Know-how generates topics

If one focuses on the customer‘s needs, the customer’s trust in that brand increases immensely, which will automatically result in higher sales volumes. Schwarzkopf’s story of success is often told: the internal website was completely revamped, and since early 2011 presents itself like a thematic portal in the style of Vogue or Madame. Complete with topics regarding hair – and since then with fantastic hit-rates.

The engineering blogs of Indium, a developer and producer of special alloys for component production show how to create high-quality content in the B2B segment. Indium recognized that company’s content capital is made up of the Know-How of its staff and its network.

In order to create high-quality content it is necessary for marketing, PR, and distribution to work together on a daily basis. Distribution staffs are familiar with their customer’s needs, the PR department develops topics in alignment with these needs, and marketing prepares the content according to the various formats and knows the best distribution channels.

Once content is placed, it works “round the clock“, on the web

Many companies balk at the high expenditure of time for the production of content. It’s not for impatient people: such measures don’t have immediate effects but they improve the reputation of the company bit by bit. However, since content works round the clock for the company once its placed, success can be seen faster and is effective for a much longer time than in printed customer magazines, for example.

For as long as he was alive, Dr. Johann August Unzer refused offers to teach as a professor in Copenhagen or Goettingen. His publications were highly recognized and solidified his reputation as an expert in his field. He surely had enough well-paying patients.

In this context, content marketing is nothing new. For a company it is today much easier to connect with its target group. Once upon a time one placed its message exclusively into commercial breaks, which interrupted customer discussions, but today it’s possible to participate in the discussion. Once this is understood, one can use content marketing to provide suggestions regarding the direction into which the discussion may go.

Bernhard Lermann supports customers from the semiconductor, industrial electronics, logistics and IT industries and small to medium size businesses for Lermann Public Relations. He designs story lines for content marketing strategies and for company videos and regularly writes specialized contributions for companies from his core segments.

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