Content Marketing
Relevance comes before reach.
We plan content around your goals and your customers. The strategy comes first, then the first post.
Seven steps that repeat.
Set goals
We separate communication goals from sales goals and make both measurable. Long-term goals need different content than short-term ones.
Build personas
We describe people instead of anonymous target groups, with their problems and goals. The input comes from sales, support and engineering.
Sharpen the brand
We look at competitors and brand identity and put the mission into one sentence. That gives the guiding idea every piece of content follows.
Plan the journey
A touchpoint analysis shows where people meet your brand. Then we define which persona needs what in which phase.
Plan content
Topics come from your customers’ problems, not from the product. The content plan records format, persona, headline, status and keywords.
Distribute
We choose channels by push and pull and mix owned, paid and earned reach. One piece of content becomes several formats.
Measure and test
The metrics are set before launch. A/B tests show which version works, and the result feeds the next round.
Every phase needs different content.
Someone seeing you for the first time needs something else than someone about to buy. We assign every piece of content to a phase.
Attract
The first impression. What counts is the brand’s why and formats that are quick to take in.
Consider
People compare. Explainers and comparisons help, without sales pressure.
Convert
Just before the decision. Landing pages lead clearly to the next step.
Loyalty
After the purchase. Newsletters and further content keep the connection.
What a strategy is made of.
01
Persona
A profile with the daily life, problems and goals of a typical person. In B2B we separate decision makers, preparers and specialists.
02
Guiding idea
It follows from mission and persona and is short. Every channel sticks to it, so the message stays consistent.
03
Content plan
The central table for all content. It covers date, owner, persona, status and keywords where needed.
04
Headlines
A headline meets readers where they are and stays specific. Vague promises and clickbait damage the brand.
05
Distribution
Pull content answers what someone is searching for. Push content creates a need nobody has searched for yet.
06
Metrics
Metrics turn gut feeling into a decision. A single number says little, the context is what counts.
What you get.
- A strategy paper with goals, mission and guiding idea.
- Persona profiles based on interviews with your sales and support teams.
- A journey map with a touchpoint analysis.
- A content plan with topics, formats, owners and keywords.
- A landing page concept with copy structure, headline and a clear next step.
- A media plan with a measurement concept and a test plan.
Where it usually goes wrong.
- 01
Content gets made before there is a strategy.
- 02
The channel sets the topic instead of your customers’ question.
- 03
Headlines stay vague or lure with exaggeration.
- 04
Research questions and purchase intent share one page, which costs trust.
- 05
A metric is read on its own or not evaluated at all.
Your checklist.
Use it to check where you stand. Every open point is a good start for our conversation.
- Goals are measurable and split into communication and sales.
- At least one persona is described with problems and goals.
- The mission fits one sentence, the guiding idea follows from it.
- Competitors and their topics are known.
- Touchpoints are listed and assigned to phases.
- The content plan names persona, format, owner and status per post.
- Research and purchase content are separated on the website.
- Metrics are set before launch, an A/B test is planned.
Frequently asked questions.
How quickly does content marketing work?
It is a long-term strategy. Brand and search visibility grow over many contacts, not through a single post.
We are a small team. Does it still work?
Yes. We start with one service, one persona and one topic. The formats follow what you can handle internally.
Do we need paid ads?
Ads reliably bring the first contact. We plan them so that the dependency on them shrinks over time.
Is a newsletter still worth it?
Yes, especially for loyalty. It can be split by topic and convinces through content rather than advertising.
How do you measure brand awareness?
We combine several signals, such as brand searches, direct visits and organic reach. Single surveys are often inaccurate.
Do you use AI for copy?
For drafts, summaries and ideas, yes. Your brand’s attitude and voice remain the work of people.
Let’s talk about your project.
The first conversation is free and takes half an hour.