Only a very small part of companies have so far developed a content marketing strategy. What are the success factors? Our empirical study is now available for download.

Content Marketing: The Brand as a Media Event

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Content Marketing: The Brand as a Media Event.

An empirical study by Prof. Dr. Hans-Christian Riekhof, PFH Göttingen 2017

Lecture on March 21, 2017, Marketing Club Hannover
Prof. Dr. Hans-Christian Riekhof, International Marketing, PFH Göttingen 2017

Content Marketing means inventing or discovering exciting stories for a brand or a company, staging and preparing them and ensuring their distribution, especially also in the media. What is behind the underlying idea of communicating without selling?

A very small part of companies have so far developed a content marketing strategy or use a corresponding concept paper. Content Marketing is not so new at its core. Are the potentials already exhausted? What goals are pursued with it? What expectations are associated with it? The present study report provides insight into the success factors.

You can learn more in the complete study, which you can download here .
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