Marketing – more than just content

Marketing – together with sales and services – is in the process of transformation. Workflows need to be rearranged and especially content needs to be thought through anew. Customers don’t care about your point of view anymore, they want content that speaks directly to them and their needs.

Which strategies lead to success depends on the customer. You need to turn content marketing into a strategy and not just a buzzword.

The ec4u blog informs

– What you can do to address your B2B and B2C customers correctly over different channels and buyer phases.

– How you can create content that is for your customers but also delights your search engine optimization (SEO) strategy.

– How the alignment with sales can lead to more defined content.

We help you create strategies for your individual buyer personas, channels and events. Simply contact us to find out more.

Find out more

And now: enjoy our blog!

Good content: Anything you write should mainly be for your readers not for Google

In our last contribution to our content series on SEO strategies we are providing tips on how to write a good SEO text with added value for your customer. You should present proposals, check your product environment and find out what challenges your potential users might have.Write about it. Try to see the bigger picture …

Your SEO text is more than an offering to Google

Content is King was my predicting message at the beginning of this series, and then the article on content is to be found at the very end. But knowing that article spinning, keywords and links make SEO-enthusiasts’ hearts beat faster, and content is often seen as the “Emperor’s New Clothes”, I wanted to discuss these …

Should external links be forbidden on your blog?

Anyone who writes a company blog shies away from external links due to the risk of getting penalized by Google. But is this a justified concern or do link recommendations actually have  significant benefits?

Quality over quantity: keywords don't need to take center stage in your texts

In my blog this week I’d like to discuss the question whether a great number of keywords automatically has a positive impact on rankings, and why keyword research is only necessary, if writers do not set high quality standards for themselves in terms of creating texts.

Article Spinning: your readers won't like it

It’s no easy task to write a captivating article. 800 words including keyword search require more than half an hour of your time, so anyone who wants to create an entertaining and informative piece of content for their readers must give the matter some serious thought.

Hidden SEO text: do you think, Google doesn't notice?

In our new blog series, editor Juliane Waack points out the most significant features of good SEO and why some SEO practices cause more harm than good. “Content is King” is a powerful slogan making many SEO experts and marketing specialists believe that any website benefits from as much content as possible. Especially SEO text, …

Are B2B customers really only professionally involved in buying decisions?

Occasionally I find suggestions on the internet concerning the different customer approaches in B2B and B2C. It is often argued that B2B companies want to be informed about relevant content rather matter-of-fact and in an unemotional way. B2C companies on the other hand are said to prefer information with a personal and emotional touch. Isn’t …

,
street signs in opposite directions saying choice

In the last blog article we wrote about the advantages and implementation requirements of Eloqua A/B testing. The method is not really a novelty, but often underrated when it comes to its influence on the marketing performance. Today, I would like to share with you some best practice examples, which we just recently implemented with one …

,
Eloqua A/B Testing: we show you the right way

Email marketing remains until today one of the most important media for providing customers with content and getting in touch with them. Striving for optimized email campaigns is omnipresent, and collecting best practices is a constant effort to boost marketing ROI. But when asking ourselves what the email recipient is really interested in, we are …

,
Lead Nurturing: know who your leads are before you start nurturing

Lead Nurturing is the supreme discipline of modern lead management. That’s why we have released numerous blogs on this topic, focusing on the basic principles: What is lead nurturing? What types of nurture emails are there? What are the goals? Today, we would like to go a little deeper and address the challenges and questions …

,