Why do you need content that connects, directs, and inspires? Because it turns people into customers.
In the virtual world content is everything. And it’s everywhere. What you would like your customers to see is content that positively positions your brand and your products.
Channel content that directs people to your website. Onsite content that will inform them on your offer and inspire them to do what you would like them to do: ideally, they will become your online customers.
Strategizing your content, we will think of what you would like to achieve and how you can do it. And we’ll plan and implement your omnichannel distribution in the German-speaking markets.
But developing your content, we’ll think pizza. Why? Because everyone loves the basic recipe. But depending on their taste they want it in different configurations and with different ingredients.
+ content strategy
How to use your content as a powerful sales force in Germany
1 What is content?
From a consumer perspective, content is what they see when they are online (and partially also offline).
Ideally, when they look for products/services you offer or information on your brand, they will find what you would like them to know, plus what others tell them about it. The former is produced and placed by you directly, the latter can be influenced by you.
You tailor your content to the requirements of your target groups and place it in the channels that are useful to reach them:
- your own(ed) media (website, social sites, newsletters and other customer communication pieces)
- paid media (ads)
- earned media (websites and social media accounts of others).
2 Why do you need managed content?
Content connects your brand to consumers, in their varying states of awareness, at various touch-points along the omnichannel customer journey. At any time.
If you do not manage/influence the content consumers find on your brand you will miss out on the positive impact you can create. Moreover, you will not be able to counterbalance any negative content that others post.
For you to connect with consumers, your content can be fresh, informative, or even bold and provocative if this helps to inspire customers to learn more about you and your products. But it should always be targeted at your actual buyer groups.
3 Operational cycle
Content management is a cycle of tasks that you need to repeat.
Your strategic tasks include analyzing existing content, developing a content strategy, its narrative and messaging, and channel distribution plans.
At the production level, you should focus on continuing creating and distributing German SEO content for individual target groups.
At the operational level you need to manage the content process, always keeping an eye on KPI achievement.
4 What you need
Start with a German website (the home of your content). For this project and your campaigns, you will need inspiring visual content (photos, graphic material, videos) and different types of text.
For your German customers, you will want to prepare your content in original German writing or translation: from cornerstone through news snippets, brochures and blog articles to customer newsletters.
You should also produce German language versions of your video and audio material. Moreover, you will want to produce imagery that connects locally.
5 Strategy & content mix
How you mix these elements depends on your objectives and your target group’s preferences, and the respective content strategy that combines both.
A content audit will tell you how your content performs in terms of SEO, channel engagement, and on-site conversion.
If you are not selling mass products that are accessible (price) to almost any consumer, you may want to consider addressing both intended users and actual buyers. This would certainly be the case with high-priced consumer goods and B2B goods & services.
Five key success factors of content strategy:
Content for Sales
Make content an integral part of your sales force
Utilize your website to inform, entertain and convert
Ensure SEO relevance of all your content
Develop an omnichannel strategy to reach customers
Think pizza when you create your captivating content