How to: contentmarketing


Every form of content is different. From stimulating posts for various social channels to fully optimized web texts and from business interviews to inspiring blogs: content is everywhere and comes in many forms.

Of course, the text is an important part of the entire content, but cohesion between all components is even more important. For example, when creating all kinds of utterances, you will have to deal with additional elements such as images, hashtags, emoticons, design, and the platform on which the statement is published. With the latter, you can think of user-friendliness of the platform in question, how it was designed, and what possibilities or obstacles the design contains. When a visitor visits one of your platforms, you naturally want to make sure that they become interested quickly. That requires content that is suitable for your website, but also the various social channels. Each of these channels is viewed differently and therefore, also requires a different representation of the content.

Optimize your output

You have a pretty image, matching and popular hashtags or emoticons and a text that fits seamlessly with both your tone of voice and the area of ​​interest of your target group. Then you’ve just created a piece of content relevant to your audience, right? Although these conditions form the basis of quality content, it does not mean that this gives an instant guarantee for success.

When drawing up your communications, you must also consider any questions that the reader can ask and at what times he/she comes into contact with the content in question. Consider, for example, the time of publication, which preferably connects to the moment that most of your target group is active online. It is also quite useful to respond to the findability in search engines. You should optimize blogs and other web texts based on Search Engine Optimization. Speaking of SEO, this is a valuable part of the world of content. Search engines love user-centered content, so you can imagine that deepening your target audience is essential. Remember: No matter how well written your text is, if it’s not optimized for search engines, chances are it’s hard to find.

Attention, please!

Attention is most likely something you would most like from your target audience. Therefore, it is wise to take into account the amount of time your target audience pays attention to your content. In many cases, your readers decide within seconds whether what they are viewing or reading is worth their time. Make sure you excite them in this short time frame and put the primary or most striking information from your message at the front of the text. If necessary, you can add power to the first few words or phrases with a matching emoticon so that this part of your message comes out well and even stands out among the other posts on a social timeline.

The moment someone sees your content for the first time, they should instantly understand what it is about. Therefore, work mainly with active, short, and catchy sentences. Don’t: “In our new blog, we would like to tell you something about the best way to pick up and apply content marketing”, do: “Content marketing? This is how you do it!”.


Last but not least: commerce. For many of our customers, the use of content ultimately achieves a commercial goal. Keep in mind that you do not push your target group in a specific direction, but that you inspire them, attract them, or even bind them to you. If your content has won consumer attention, make sure that you stimulate it in such a way that your brand, product, or company sticks. This way, you build a positive interaction, and the consumer can decide to return to your channels at a later time.

Take notes, because below you will find several tips that you can immediately apply to your current web texts, blogs, and social posts. Let’s get to work!

  • Synonyms – Do not always use the same words to describe something, but try to write around it, refer to it or look for suitable synonyms. That makes reading a lot more pleasant.
  • Kill your darlings – No matter how much you can and want to tell you about a topic, don’t make it longer than necessary. Especially with online texts, you must take into account the limited attention span of your target group.
  • Show, don’t tell – If you want to make something clear through numbers or other data, put it in an infographic. This way, your target group gets the facts with just one look.
  • Create unity – Provide a clear statement of your services, products, or message. For example, choose one tone of voice and describe a product or service the same way in every text, so that there is no confusion.

Are you curious about what the use of qualitative content marketing can mean for your company? Then contact us for a kick-off session, and we will carefully find out where the opportunities lie!