Angelink becomes content marketing agency
Angelink, an agency known for cross-media advertising, is refocusing its efforts on what is known as content marketing. By joining forces, Angelink aims to develop this emerging market.
The term content marketing, which is still not very familiar to many companies, has been the hottest buzzword in marketing for a good year now. Content marketing is no longer about directing polished advertising messages to a target group, but about creating content that convinces them with its added value alone.
The fact that an advertising agency, of all things, is jumping on this bandwagon is unusual, since content marketing is an actual counter-design to advertising, according to a statement on Wednesday. "The changed media usage behavior, the increasing rejection of advertising and the swarm intelligence of a networked society are increasingly pulling the rug out from under the feet of advertising," explains owner and creative director, Markus Gabriel. For marketing decision-makers and advertising agencies alike, the time has come not just to lament or suppress this development, but to react to it decisively. The key discipline for this is content marketing, which reverses the polarity from push to pull in communication and represents the essence of modern inbound marketing. In addition to the service journalistic approach, Markus Gabriel sees the core competence of Angelink above all in the art of storytelling, in the surprising and emotional preparation of content. Angelink summarizes its range of services on its website as content minig, content creation and content distribution.
In the course of this reorientation, Angelink is joining forces with its previous implementation partner Guave Studios in Au. With a mutual minority shareholding, Angelink (conception), Guave Interactive (web development) and Guave Motion (film production) are moving even closer together in order to better exploit synergies in market development as a content powerhouse. Angelink also works on projects with PR consultant Bernadette Bisculm, who also works in the field of content strategy and content marketing with her company BisCulmCom. As a complementary discipline to search engine marketing, the focus on content marketing also creates new synergies with sister company Yourposition for integrated inbound marketing.
