Content marketing is suitable for both B2B and B2C companies and has the goal to attract new customers with high-quality content that informs or entertains. In contrast to classical advertising measures, potential customers in content marketing approach the company on their own initiative.
A classic example: a potential customer researches in Google for a solution to his problem and ends up on your company blog, where he or she can find all the necessary information. Based on your expertise, the potential customer builds trust in the company and ideally turns into a real customer.
Content Curation refers to the preparation and distribution of external content that could be relevant to the company's target group. In the same way that social media likes to share contributions, this happens in a similar way with content curation. Only here, the content is summarized, expanded with own content or commented, so that readers and prospective customers receive added value.
A pillar page is a page on which a topic is presented as an overview. The author does not go into depth thematically, but names the various sub-areas of the topic, e.g. SEO, and links to detailed cluster pages.
Why is a pillar page useful?
The Pillar Page forms the center for a number of other pages, each of which is linked from the Pillar Page and deals with partial aspects of the topic presented on the Pillar Page. The Pillar Page contains general search terms of a topic in high density and, together with the linked sub-pages (Cluster Pages), which have more specific search terms, creates a relevant topic cluster for corresponding search queries. The keyword density has an attractive effect on the Google Search Engine and leads to a better ranking position for search queries on this topic.
What is SEO and how does it work?
Search Engine Optimisation (SEO) is a method of placing online content prominently in organic search engine rankings. The aim is to use certain search terms, so-called keywords, and thus to have one's own content appear as high up as possible in the search results. This means that the better a website is optimised, the better the page will be found by the search engine. In short: you can only achieve a good ranking with good content.
All websites that are indexed on Google, for example, are searched for the keywords they are looking for when a search query is made on Google. A very complex algorithm then calculates which pages are particularly relevant and displays them accordingly high up in the search results.
What is a white paper?
In a white paper, a company gives readers valuable and helpful information free of charge. A white paper is not an advertisement, it is intended to help the reader find a solution or an explanation for a problem that concerns him or her. The goal of a whitepaper is to generate leads.
What is the difference between a white paper and an eBook?
An eBook is divided into individual chapters: The reader has the possibility to switch between the topics. The tonality is more relaxed than in a whitepaper, where it is more serious and formal. With a whitepaper companies position themselves as experts, the content is more data-based. In contrast, an eBook focuses more on concepts and addresses current trends or ideas.
The big advantage of infographics: They are visual. Our brain can process images better and faster than text. With infographics, companies can convey complex information in an easily understandable way. Infographics quickly arouse interest and are often shared in the social media.