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Content Marketing in Practice

This textbook shows specifically how marketers can use content marketing successfully in companies. The prerequisites are clarified and practical guidelines for implementation are developed. Best practice examples from a variety of industries illustrate the path to a successful new marketing approach based on the content and competencies of the product provider.

“Content marketing is a powerful response to changing consumer behavior. As an effective instrument of the marketing strategy, it contributes to sustainably gaining and consolidating the trust of the tech-savvy target group. " Volker Eickenberg, FOM University of Economics & Management

from the content

  • Integration of the content strategy in the communication strategy
  • Model comparisons of content concepts
  • Content production: make or buy?
  • Briefing and management of agencies
  • Best practice examples from: construction, food, banks, industry, cosmetics, ITC

The author

Dr. Claudia Hilker together with Hilker Consulting, advises companies such as PSD-Bank, Axa and Bosch on digital marketing communication with social media, Enterprise 2.0 and change management. Hilker Consulting ensures the professional implementation of the measures and supports customers in reputation management. Claudia Hilker trains specialists and managers in social media marketing and digital leadership. She gives workshops and is a speaker. She writes marketing books and blogs about marketing communications, social media marketing, financial marketing and digital leadership. She did her PhD on social media and holds various teaching positions.

Keywords

Story Content Stories SEO Corporate Blogs Social Media Content Marketing Tools Google Trends Content Marketing Audit Marketing Automation ARA Analysis ROT Analysis Huf Haus Allianz Krones AG Content Curation

Authors and affiliations

  1. 1.Hilker ConsultingDüsseldorfGermany

About the authors

Dr. Claudia Hilker and Hilker Consulting advise companies such as PSD-Bank, Axa and Bosch on digital marketing communication with social media, Enterprise 2.0 and change management. Hilker Consulting ensures the professional implementation of the measures and supports customers in reputation management. Claudia Hilker trains specialists and managers in social media marketing and digital leadership. She gives workshops and is a speaker. She writes marketing books and blogs about marketing communications, social media marketing, financial marketing and digital leadership. She did her PhD on social media and holds various teaching positions.

Bibliographic information