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Content-Marketing

In: Digitale Markenführung

Author

Listed:
  • Karsten Kilian

    (Hochschule Würzburg-Schweinfurt)

  • Ralf T. Kreutzer

    (Hochschule für Wirtschaft und Recht)

Abstract

Zusammenfassung Das Content-Marketing, fallweise auch als Content-Management bezeichnet, beschreibt die vom Unternehmen bereitgestellten Inhalte, die es zu erstellen und wertschöpfend zu kommunizieren gilt. Die Aufgabe ist zentraler Bestandteil der Unternehmenskommunikation und des Marketings. Im Kern geht es um eine „Kommunikation über Bande“. Im Zuge eines Content-Marketings werden Interessenten und Kunden werthaltige Informationen als Vorbereitung eines Kaufes zugeleitet, ohne unmittelbar auf einen Kauf abzuzielen. Was werthaltig ist, liegt im Auge des Betrachters. Neben informativen Inhalten stellt das Content-Marketing auch rein unterhaltsame Inhalte bereit.

Suggested Citation

  • Karsten Kilian & Ralf T. Kreutzer, 2022. "Content-Marketing," Springer Books, in: Digitale Markenführung, chapter 5, pages 153-182, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-34351-4_5
    DOI: 10.1007/978-3-658-34351-4_5
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