The role of content marketing in corporate strategy
In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information here.
Depending on the company's goal, content marketing sometimes takes on a bigger role, sometimes not quite as big. Above all, however, the role can also change and take more space in the corporate strategy over time. Because it is also clear that in the modern marketing world, content marketing offers a variety of opportunities and positive approaches that can have a far-reaching impact on corporate strategy.
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Conveying authenticity and expert status with content marketing
Content marketing offers a unique opportunity to leverage internal company resources for external communication by:
- uses internal knowledge from different departments and
- uses employees as multipliers for the company's content.
By using your own expertise as the basis for content marketing, you can reinforce your standing as a specialist and expert in your field in terms of external perception and communication.
If, in addition to this knowledge, you also have one or more faces that you can depict as a reference for the content on the one hand and integrate into the marketing strategy as ambassadors on the other, this promotes authenticity and customer proximity.
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Helping to shape corporate strategy with content marketing
No matter how big the role of content marketing may be at first, it can grow over time. And it can increasingly fulfill new functions in its new role. Over time, for example, content marketing can also shape corporate strategy and open up new paths for it.
With the help of the feedback that readers and consumers give on the respective content (above all analytics data on dwell times, call volumes, comments, shares), the marketing team can open up new fields of ideas. This can result in new topics for content, as well as possible new content formats and distribution channels.
At the end of the day, the role of content marketing can even go so far as to inspire new products, improvements, or relaunches based on the new ideas and customer feedback, which in turn influences content marketing. The result is a kind of strategic perpetual motion machine that constantly feeds into the company's goals.
Conclusion: No matter what role content marketing is (initially) assigned in the corporate strategy or what size this role is designed to be: If content marketing is integrated into corporate development, it will always contribute to corporate goals and strategies.
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