Content Marketing

Content marketing meets design thinking – focus on the user perspective

Content marketing meets design thinking – focus on the user perspective

Content marketing without the user or customer perspective is not successful. This is a major challenge for many companies and their marketers: no longer just talking about themselves and their products or services, but rather developing relevant content for the target group. In this article I would like to show you how to keep the …

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Google’s Mobile First Index from 03/2021 will be the new crawl standard

Google's Mobile First Index from 03/2021 will be the new crawl standard

Google’s mobile indexing is fast approaching. Originally, Google wanted to completely switch its website crawling from two different crawlers (desktop and mobile) to the mobile bot in September 2020. The deadline has now been pushed back to March 2021. Both better for you, you still have time to prepare your websites for the change. Have …

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From a simple persona profile to a concrete buyer persona

From a simple persona profile to a concrete buyer persona

The development of personae is particularly useful in areas such as marketing, sales or product development to get an accurate picture of your target group. For example, personae can be part of a social media marketing strategy and serve as a basis for creating target group-specific content. However, there are differences between a simple persona …

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The lead management process – How prospects become buyers

The lead management process - How prospects become buyers

Houston, we have a problem. Not just us, to be precise, but many companies. Specifically, it is about wasting money due to a lack of sustainability and consistency in the organization of customer acquisition. We know it all too well ourselves: Collecting leads with the help of webinars and white papers is not difficult, but …

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5 Rings of Buying Insight: Unmask the buying decision process

5 Rings of Buying Insight: Unmask the buying decision process

Helena, 43 years old, married, Mercedes driver etc. – most companies and their marketing departments work with purely hypothetical collections of demographic data and expect valuable insights from them. In fact, however, information such as age, gender or relationship status only has limited significance. For B2C customers, fictitious persona profiles may be a good way …

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