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Digitales Content-Marketing: Themen mit Thought-Leadership-Potenzial in digitale Content-Formate übersetzen und vermarkten

In: Brand Evolution

Author

Listed:
  • Alena Kirchenbauer

    (Hochschule der Medien)

Abstract

Zusammenfassung Im eBranding bilden marken- und produktbezogene Inhalte und Themen den Ausgangspunkt des Themenmanagements. Immer mehr Markenhersteller streben nach dem Aufbau einer digitalen Themenführerschaft zu markenrelevanten Inhalten. Dazu setzen sie auf digitale Content-Formate, um für ein bestimmtes Themenfeld als sog. Thought Leader wahrgenommen zu werden. Im Beitrag werden für digitale Content-Formate relevante Themen skizziert und Planungsinstrumente und Prozesse eines strategisch angelegten Themenmanagements vorgestellt. Distributionsmodelle aus dem digitalen Content-Marketing tragen maßgeblich zur strategischen Ausspielung und Bewerbung der Content-Formate bei. Als Schlüsselelement beim Aufbau einer digitalen Themenführerschaft bildet das digitale Content-Marketing daher das Rahmenkonzept dieses Beitrags.

Suggested Citation

  • Alena Kirchenbauer, 2022. "Digitales Content-Marketing: Themen mit Thought-Leadership-Potenzial in digitale Content-Formate übersetzen und vermarkten," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 667-682, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-35916-4_30
    DOI: 10.1007/978-3-658-35916-4_30
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