Werbewoche Industry Report "Content Marketing
The fourth of six industry reports from Werbewoche 2016 was published on July 15. Here is an overview of the topics and authors.
The industry report is a new, 16-page special publication that appears six times a year under the Werbewoche label and takes a very targeted look at various sections of our industry. The fourth industry report on the topic of content marketing will be published on July 15 and is available to holders of a license to read Werbewoche, a Subscription of the advertising week here as WebPDF downloadable.
These topics await you:
Pseudojournalism
Content marketing threatens the fourth power in the state
Content marketing borrows the credibility of journalism and deprives it of advertising resources. According to a Frankfurt study, all DAX companies already practice this form of PR.
The author: Petra Sorge is Editor-in-Charge, Online at the political magazine Cicero. Her topics are politics, business, digital and ide media column. She is a member of netzwerk recherche and a jury member of the "Initiative Nachrichtenaufklärung".
Content Marketing
Communication of the future - or bubblegum for the brain?
Companies should ask themselves how sustainable their content really is and not publish a lot of content at any price. What level of content do you offer your stakeholders in content marketing? Do you only want to offer so-called bubblegum content or in-depth information?
The Author: Klaus Eck is managing director of the Eck Consulting Group. In November 2015, he founded the content marketing agency d.Tales. The consultant and keynote speaker has been supporting brands in the digiatalization of their corporate, marketing and communication processes for more than 18 years. He has published four specialist books and numerous publications in magazines on content marketing and reputation management. In addition, he has been running the specialist medium PR-Blogger since 2004. He is also a lecturer at the Electronic Media School in Potsdam (content marketing), FH Joanneum in Graz (content strategy) and at the Hamburg Media School (digital journalism).
Corporate Communications
Content marketing as an opportunity for medium-sized businesses
Professor Dr. Manfred Uhl, Faculty of Business at Augsburg University of Applied Sciences, on the useless dispute over the interpretation of content marketing and corporate publishing.
The Author: Prof. Dr. Manfred Uhl received his doctorate after his studies at the University of Augsburg. This was followed by scientific activities at the Institute for Applied Media Sciences at the Technical University of Ilmenau, Thuringia, among others. Uhl then spent ten years in various management positions in marketing and corporate communications at international and regional companies. This was followed by teaching positions at several universities. Since 2010, Uhl has been Professor of Marketing and Corporate Communications at the Faculty of Economics at Augsburg University of Applied Sciences. At the same time, he is active as a speaker for companies, associations and in management training as well as in projects in the national and international profit and non-profit sectors. www.hs-augsburg.de
Speed means success
Content velocity as a decisive competitive factor
Delivering the right customer experience to the right person at the right time requires an increase in content velocity. All channels must be quickly and consistently filled with content that matches the platform.
The Author: Stefan Ropers is Managing Director Central Europe at Adobe. He is responsible for driving the transformation of the Creative Cloud, Marketing Cloud and Document Cloud businesses. Adobe is transforming the world through digital experiences. With its creative, marketing and document solutions, anyone - from independent artists to international corporations - can create content and make sure it reaches the right people at the right time.
Video as the supreme discipline
Content and video marketing
The Author: Qris Riner is co-founder of Nemuk AG, digital marketing agency in Zurich. The agency specializes in content, video and digital marketing. www.nemuk.com
High-profile representatives of the industry also revealed to the Werbewoche industry report "Content Marketing" which of the three most important rules CM providers must observe if they want to help shape the market of the future: Daniel Kaczynski, CEO and owner Swisscontent, Marco Demont, Co-Founder and Managing Director ipmedia, Arne Bergmann, CSO Admeira, Oliver Johnson, Head of Digital Marketing, Coop, Viviane Egli, Managing Director Primafila
Following:
Industry Report Direct
November 18; with Advertising Week 19/2016
Industry Report Industry Balance Sheet
December 16; with Advertising Week 21/2016
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