Posts

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

/in /by

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 .
Content is king - never has this rule of thumb been more accurate than today. In times when the digital transformation of communication is well advanced and the rapid development of social media has created new channels and platforms for information and interaction. But what does this mean specifically for daily practice in the marketing departments of companies? How can content be used strategically and overambitious activism be avoided? Important questions that also occupied the Marketing Club Hanover with its members and guests. Especially because there is still little reliable data and facts on this topic. Therefore, the lecture by Prof. Dr. Hans Christian Riekhof, expert for International Marketing, was eagerly awaited. He was invited to the lecture of the same name on March 21.

Content is king – Prof. Riekhof presented facts about digital transformation in Hanover

/in /by
How can content be used strategically?

Content is king – never has this rule of thumb been more accurate than today. In times when the digital transformation of communication is well advanced and the rapid development of social media has created new channels and platforms for information and interaction. But what does this mean specifically for daily practice in the marketing departments of companies? How can content be used strategically and overambitious activism be avoided? Important questions that also occupied the Marketing Club Hanover with its members and guests. Especially because there is still little reliable data and facts on this topic. Therefore, the lecture by Prof. Dr. Hans Christian Riekhof, expert for International Marketing, was eagerly awaited. He was invited to the lecture of the same name on March 21.

Vivid examples from practice

His empirical study “Content Marketing Strategies in Corporate Practice”, written with Teresa Jacobi, can be considered an important building block in closing this gap. In his lecture, he summarized the most important results. Using some practical examples from various industries, he illustrated how content becomes communicative strategy.

Action recommendations for club members

Uwe Berger, President of the Marketing Club Hanover, rated the evening as a special enrichment for the club: “The lecture was a current but always scientifically based view of the current status quo of content marketing in German companies. With action recommendations and integrative answers for daily communication business, Prof. Riekhof provided our members with an inspiring evening that excellently depicted the transformation of the media mix.”