What's the best in content marketing

Content Marketing: Marketing Explained About Content

Time for a little confession on my part: There are moments when content marketing really gets on my nerves. There, I said it.

Namely whenever I read for the tens of thousands of times how important "content with real added value" is.

Cool, thanks for the tip!

Are you familiar with that? So we agree.

The thing is: Not correct this is not a statement. Just not helpful either, because "content with added value" is just as vague as the term "content marketing". What is “added value” for whom?

So let's save the general talk.

1. The "more" in "added value": How you can add value to content

"Do it better than the others" is the basic rule in content marketing. At first glance, that sounds very logical. At second glance it is "Do better" not a very helpful tip.Oh soooo, so don't make it worse than the competition! Well then!


So here we are with our first dilemma:

You orientate yourself in your content strategy frequently searched terms or trending topics. Sure, because why should you produce something that nobody wants to see? Now you are not alone after all, the competition has exactly the same goal. And how should I put it - no topic in the world can be processed "uniquely" a million times ...

The solution: Rethink your claims. You don't have to reinvent the wheel, you just have to give it new impetus.

Okay, no more philosophical wisdom - what I want to say: Find your personal spin on a topic, for example using one of the following methods.

Extend a post that goes down well.

Do you have a few blog articles, videos, etc. that are consistently performing well? Then you definitely can still get a little more out. search yourself a subtopic from one of these posts and expand it into a separate content piece. You can refer to this in the original content.

By the way, “But that just doesn't give enough content” does not count as an excuse (mostly)!

For example, let's say you've written an extensive advisory article. A lot of text calls for a lot of visual material to loosen up - and there we are: how about one additional infographic? (More useful tips on content expansion can be found at Ross Jones from Moz.)

One more note: don't be afraid of long-form content!

Yes, writing an article with several thousand words is a lot of work, firstly, and secondly, you may have doubts whether it is even worth all of the effort.Nobody reads that anyway.I understand that. But there are various studies that prove exactly the opposite: If it fits the topic, are extensive content the clear winners.

In this SEMrush study, e.g. B. analyzed more than 1 million articles and found, among other things:

Articles with more than 7,000 words generate almost four times as much traffic and 43% more shares than articles with an average length (900 to 1,200 words). "

The keyword is 10x content and topic clusters - there is more to this in a conversation with Samuel Schmitt:

Find small details that are not available anywhere else.

Think about the key message or the central theme of your content piece. And now think about whether there is any approach to it that you haven't come across before - even if there is another one little detail is. (In Devesh Khanal of Grow and Convert these details are called originality nuggets.) Possible approaches are:

  • a contradicting point of view ("Why XY is not as easy as everyone says")
  • a reading list as a supplement to the contribution
  • a list including categorization instead of mere enumeration
  • a critical attitude

By no means do I mean by the last point that you should downplay your competition or present false facts as correct.


So how's that going then?

Khanal, for example, mentions models from Rand Fishkin and Brian Dean from Backlinko and shows constructive weaknesses in it. For us as users, this is interesting information, apart from the majority mash à la "as I said a hundred times ..." and, above all, well-founded criticism.

Lesson learned: If you have your Justify criticism and can show a well-founded point of view, don't be afraid to challenge common opinions.

Work with experts.

You can't possibly be an expert on everything yourself. So as soon as you deal with a topic that may not (yet) be entirely yours - get appropriate Quotes from professionals! Ideally, you can even get someone on board to write the post for you or to re-read it your own expertise expanded.

Or you can conduct an interview with experts. Depending on which content formats you mainly use, you can use a conversation like this in multiple ways: in text form, as a video, or as a podcast episode.

The factor is expertise, by the way also from an SEO point of view an important step. (You know what has to come next: Google E-A-T!)

Make your results the number 1 contact point.

Beware, this is where it gets labor-intensive again: a sure way to attract attention is when you Conduct examinations and make the results available to others as a source. In the best case, you provide data and facts on your side that bloggers and journalists can quote because it is such dataso far nowhere else.

Of course, you have to have the resources for this first. If that is not the case, there is an alternative:

Collect multiple study results or similar and prepare them clearly in a single post. So other people don't have to click through every single source, but can find everything in your article in one place. The saves content producers an incredible amount of research time and believe me: you will be thanked.


Try the "X vs. Y" format.

Why only write about one thing when it could be two? Comparison content like "Service 1 vs. Service 2" is a good way to To gain trust. Because no matter what you compare: You are unlikely to shamelessly advertise your own product. If so, we have to talk again about the purpose of content marketing ...

By being relatively neutral Juxtapose products or services, you are already helping the users. At this point they are already faced with a specific decision for one side or the other grateful for clues.

Structure your content better.

Last but not least, “more” refers to "More structure". It's critical to how well your audience will find their way around. That in turn makes it much easier to take away even large amounts of information from the post. Brian Dean recommends e.g. B. for blog poststhe PBC formula:

  • Preview: What happens in this post?
  • Benefit: What do you get out of it as a reader?
  • CTA (call to action): Request to continue reading

More on how to best build up text content can be found in our guide to SEO texts!

Pick up trending topics.

The faster you can take up a new industry-relevant topic, the better. In addition, however two comments on the keyword "trend":

  1. Nowadays it is easy to talk about a trend.

Yoga, for example, is repeatedly referred to as a “trend sport” - one could also speak of a “trend sport cycling”. (Innsbruck, for example, is really not a big city and here I could immediately list about 5 yoga studios.) Just because something is called a trend doesn't necessarily mean that it is actually an innovative topic.

  1. Trend or not - the quality of the contribution still has to be right.

Of course, you want to be faster than the rest of the world, but that doesn't make content creation happen in a hurry. Imagine your contribution is one of the first on the topic - and goes down in history as the most wrong one that has ever been published on it. Embarrassing…

One way of tracking down such trends is (unsurprisingly) Google Trends. So that you can get a feeling for how this can work, we will now make a little digression into practice.

Excursus: An example from Google Trends

Let's say you search for the term “oat milk” on Google Trends. (Yes, I went full hipster.) This keyword itself would no longer be a trend, but we're always looking for a twist - see above!

Screenshot: Google Trends for the search term "oat milk" (03/27/2020)

On the right below this window you can see the similar search queries. And this is where it gets interesting:

Screenshot: Related searches on Google Trends (03/27/2020)

At first glance they are the same two subjects in the eye:

  • the production - can you do it yourself? How trustworthy is industrially produced oat milk?
  • the pleasure factor - how do baristas use oat milk? What about the foaming? What does oat milk taste like? Which coffee does it go with (I'm Team Filter Coffee. There, I said it.)?

Next you could choose one of the terms and check a keyword tool of your choicewhether something could be made of it. I'm using Ahrefs' Keyword Explorer in the example:

Screenshot: Ahrefs Keyword Explorer, Keyword "how is oat milk made"

Aha! Now we know that this is actually an issue some people interested. We can also estimate that there is a certain distrust of industrially manufactured products and that users are wondering whether oat milk is healthy. And that's just the very first look at the results.

Unless there is thematically useful for your company you could theoretically let off steam on the subject of oat milk and write a comprehensive article. Taste, production, DIY potential, health aspects - you name it. If you are one of the very ambitious, you could also produce a video in which you try your hand at frothing oat milk. (If you have any hot tips: hit me up!)

This is a very rudimentary example, but the point should be clear: You just have to know where to look.

I personally watch z. B. also like to Reddit and gutefrage.netwhich opinions and questions a certain keyword raises (which of course does not work equally well with all topics). Warning: If you get stuck in a thread and suddenly 2 hours just disappeared ... don't say I didn't warn you 😉

2. The perfect video content

Video content is still on the rise. And yet again and again we see that customers are almost reluctant to produce video content. If you are still skeptical yourself: let's just let a few numbers speak for themselves.

For example, the previously mentioned study by SEMrush showed that Articles without any videos have 92 percent less traffic generated. And a report by Wyzowl on video marketing 2021 with more than 800 participants showed that 86 percent of companies used videos as a marketing tool. Explanatory videos were used most often.

I don't know how you see it, but ... wasn't video slowly becoming a fixture in your strategy?

Just like with all other content formats, the motto for videos is: level up! Namely like this:

  • Optimize the video description with suitable keywords.

This is a matter of honor anyway and probably not groundbreaking news for you. Much more detailed tips on YouTube SEO can be found in the linked guide or here in the video: