Tweetable about content marketing

When was the last time you explained the passive offside rule to your partner? Rejoice, it goes a little more demanding: When was the last time you explained content marketing to your customer? Football is a game with rules. Social media is a discipline in search of rules. The most recognized one, from my point of view, is that of content marketing. It regulates the quality of the content. And this is decisive. Content marketing is therefore a rule that sets new standards so that advertising and marketing messages continue to have realistic chances of being effective in the age of the social and mobile web. The following is an overview of content marketing (CM), condensed to Twitter length. These are impulses with signposts to exciting fields of action in marketing communication.

#DefVol1. Content marketing accurately anticipates needs and results in messages that are loved and welcomed. #Def- Vol2. Content marketing is the eagerly awaited antidote to the unwelcome bombardment by interruptor marketing. #DefVol3. CM is a content creation and distribution process with the goal of understanding, engaging and driving users to profitable actions. 2 x Aldo Gnocchi, leading Swiss CM specialist on demand: #Content Marketing was understood as helping your target groups make good decisions in the buying process. #Content Marketing is not a discipline, but a way of thinking with a focus on multi-value content for decided target groups. 2 x Michael Stelzner, Founder Social Media Examiner on demand: #SocialMedia - Great content without social media is like burying treasure in your backyard. It might be valuable but no one sees it. #SocialMedia - Great content with social media is like providing an endless supply of water to weary desert travelers. The free #GuideMichelin showed the way to motorists as early as 1900, and later to restaurants as well. Michelin, a pioneer of content marketing. #Smarter- CitiesChallenge is a CM program. IBM teams have helped 100 cities find solutions to problems for 3 weeks at a time. #MissionStatement - On creating one for content marketing, Joe Pulizzi advises. "Enable parents to spend more time with family." #Subscriber - All content marketing user paths should lead home to owned media. Mass is subscribers and their dwell time. #Influencer - Their authority is indispensable in building sustainable networks. Winning them over is the starting point in content marketing. #Budget - Open your Wallet, writes J. Pulizzi. Good content marketing increases marketing efficiency. Time to reallocate budgets. #ROI - Content marketing generates 3x more leads than traditional marketing, according to Eloqua.com, and costs 62 percent less, according to Demandmetric.com. #Journalists from Forbes are being poached by General Electric for content marketing. Talent streams that prove the change. #DirectorOf- Content - This is the title that will soon be used by rows of companies to hire specialists to build content marketing. #Cultural change - CMO.com is Adobe's content site and popular industry news source. Content marketing turns companies into publishers - with consequences. #Engagement - Consumers are keen on content. In 2010, they engaged with 5, in 2011 already with 10 contents on the way to the purchase decision. Source: Google ZMOT study. #Infotainment is high on Millennials' agenda. 80 percent of 19- to 34-year-olds expect tailored and entertaining marketing content. Source: Edelman Millennial Study. #Mrand loyalty is an important effect of CM. According to a survey, 70 percent feel more connected to corresponding brands thanks to CM. #IIwantToSeeThatNotToSee you can click on Facebook. Re-regulate your attention game. Inappropriate content threatens the red card. #Longform contributions bring better results. In content marketing, users expect topics with depth. The top articles in the Google ranking contain an average of 2000 words. #Contribution frequency - Mashable recommends 3 quality posts of 700 words each per week for content marketing. #Snackables - When in doubt, publish short posts more often than long ones rarely. With high frequency you stay in the conversation and please the SEO. 1TP4Debates - Ever thought of letting employees or customers debate topics? Hubspot uses this form as part of its content marketing. #Podcasts are suitable for content marketing, which is especially targeted at busy and mobile people. It is a rapidly growing form. #Gifs&Slideshares - The SEO Journal recommends this unequal but successful double for use in content marketing. Try it out! #umblr is a very easy-to-use blogging platform in terms of interactions, updates and display formats. Try it out! #Embedding - Integrate Slideshare presentations, Storify reports, and YouTube videos into their blogs and websites via embedding code. #Recycling - CM pioneer Pulizzi advises content recycling. For example, upload existing PPPräsis to Slideshare. Longer posts work better. Joe Pulizzi, asked about upcoming budget conflicts: #ContentPromotion - Not sure of the conflict... I think (in the future) smart companies will leverage more paid to promote their content. We close with Brian Solis and his question: #Mediumism - Marketers suffer from mediumism, caring more about the medium than the content that goes into it. What if we thought more about engagement?

Beat Hürlimann

More in-depth links and more tweets about content marketing can be found at Huerlimanncc.com