Content-Marketing 2022 (ft. Christina Kniewasser)
I'm talking with Christina Kniewasser about the value of content and demand-driven content marketing in practice.
Further relevant videos and links:
📺 Content Marketing: The 5 Key Factors Today: • Content-Marketing: Die 5 Schlüsselfaktoren...
📺 SEO Texts 2022 Playlist: • 5 Mythen, die deine SEO-Texte ruinieren
📚 Content Marketing: https://www.evergreenmedia.at/ratgebe...
📚 Content Marketing Strategy: https://www.evergreenmedia.at/ratgebe...
📚 Content Strategy: https://www.evergreenmedia.at/ratgebe...
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Contents:
0:00 Introduction
2:41 Content & SEO Today
2:52 How do you evaluate SEO-focused content?
5:11 What do you think have been the biggest changes over the years?
7:04 What would you say to someone who doesn't understand the value of content?
9:18 SEO-Driven Content Marketing in Practice
9:22 What are the most common content marketing fails you see in companies?
11:57 What should you pay attention to when developing an SEO-driven content strategy?
13:09 What's important when briefing content creators?
15:05 Outsourcing vs. In-house Content
15:30 Advantages and disadvantages?
20:02 Why does self-created content from clients generally perform worse?
23:27 Further Education Tips
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What would you describe as your SEO approach?
It's important for me to take a step back and look at things from a distance:
✔️ what the client wants,
✔️ what users want to see,
✔️ and how we can combine both.
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HOW DO YOU EVALUATE SEO-FOCED CONTENT?
I immediately consider the following points:
💡 How is the page structured?
💡 Are the right elements in the right places?
💡 Does the text answer my questions as a user?
💡 Do I leave the page satisfied?
💡 Or is the text exactly the same as the competition's?
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WHAT HAVE YOU THINK BEEN THE BIGGEST CHANGES OVER THE YEARS?
⭐ Google is getting better and better at recognizing search intent.
⭐ Keyword density is becoming less important.
⭐ We now write exclusively user-centered texts.
⭐ Empathic content marketing, meaning putting yourself in the user's shoes, is becoming increasingly important.
⭐ Search engine manipulation has evolved into search engine optimization.
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WHAT WOULD YOU SAY TO SOMEONE WHO DOESN'T UNDERSTAND THE VALUE OF CONTENT?
💎 Content is an investment that lasts.
💎 Content is part of corporate communications and branding, and therefore essential for a strong brand.
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WHAT ARE THE MOST COMMON CONTENT MARKETING FAILS YOU SEE IN COMPANIES?
❌ Content marketing is understood as "We have a blog"
❌ Content is written for the C-suite
❌ Content is published at any cost without strategy or goals, just for the sake of having content.
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WHAT SHOULD YOU CONSIDER WHEN DEVELOPING AN SEO-DRIVED CONTENT STRATEGY?
You should try to find the sweet spot between "What does the target audience want to know?" and "What is my expertise?"
When planning, I need to consider:
✔️ Who is my target audience?
✔️ What are my content marketing goals?
✔️ Thorough keyword research
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WHAT IS IMPORTANT WHEN BRIEFING CONTENT CREATORS?
⭐ The content creator should get to know the client.
⭐ The content creator should develop an understanding of the company and its business model.
⭐ The client should understand that the content creator has the most important role in SEO.
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OUTSITE CONTENT VS. IN-HOUSE
IN-HOUSE:
Advantages:
✔️ Cost savings
Disadvantages:
❌ Expertise in user-centricity and SEO is usually lacking or extremely outdated.
❌ You need to be able to fully utilize the individual.
❌ Internal company perspective
OUTSITE:
Advantages:
✔️ Content specialists know exactly what they're doing.
✔️ You gain an external perspective.
✔️ Content is written for users, not for the C-suite
✔️ Targeted investments are possible
Disadvantages:
❌ Time required to familiarize oneself with the brand and business model
❌ Extensive coordination needed at the beginning
❌ Expensive, but delivers significantly better results with the right partner
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WHY DOES CUSTOMERS' SELF-CREATED CONTENT ACTUALLY PERFORM WORSE?
Our experience allows us to pinpoint exactly what users want to see and in what language they want to see it. Customers typically can't think from their own perspective, often struggle with systematic implementation, and lack the necessary expertise.
🌐 German, German-speaking, Germany, Austria, Switzerland
#ContentMarketing #ContentCreation #ContentProduction