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

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


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Title: Content Marketing: The Brand as a Media Event – Empirical Study of PFH Göttingen
Author: Hans-Christian Riekhof

Results of an empirical study of PFH Göttingen
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 company, staging and preparing them, and ensuring their distribution, especially in the media. What is behind the underlying idea of communicating without selling?

A very small part of the companies has so far developed a content marketing strategy or uses a corresponding concept paper. While 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 report on the empirical study provides insight into the success factors.