Abstract
Content marketing does not have any directly advertising content. It does not talk about products, brands or companies. The selection of content marketing topics is rather guided by the interests of the customers. Content Marketing informs, helps or entertains in a more editorial-journalistic sense. Suitable topics for content marketing can be found in marketing practice, for example, with the life area association method or the personified product method. Online tools can also support topic finding. Finally, the found topics are selected and prioritized with marketing objectives in mind.
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Notes
- 1.
The list of life contexts mentioned resulted from an evaluation and consolidation of relevant social science research. Key sources: Baus 2015, p. 20, Deck et al. 2011, Görtz 2004, Henrich and Herschbach 2000, Mohr 1986.
- 2.
The aim within the framework of this practice method is not to make a scientifically exact classification of contexts in areas of life, but the areas of life should only serve as a creative stimulus to come up with new ideas and previously perhaps not considered contexts.
- 3.
Note: The text in this section is based on the text published in Hörner 2019, pp. 131–133.
- 4.
Search volume is thenumber of times a search term is used for a search, for example in a search engine like Google. The indication of a search volume always refers to a certain period of time, often to a month, but in the case of shorter-term trends also to a week. Search volume can be offered as an absolute number of searches carried out (most tools, such as the Google Ads Keyword Planner, usually only give very rough rounded values)—or it is given as a relative number (e.g. in Google Trends in relation to the number of all searches).
- 5.
An important note must be made here: When looking at Google search volume, it is not only important to look at the amount of the search volume. So generic search terms often have a very high search volume, but from an SEO perspective it is very difficult to achieve a good search engine ranking for them. Often it is then moresound approach to focus on three, five or seven other search terms, which may have lower search volumes each, but in total with the same effort generates better placements and more clicks (and thus subsequent awareness). This SEO finding should also be taken into account when prioritizing topics for websites.
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© 2023 The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
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Hörner, T. (2023). Structured Approach for Topic Finding. In: Advertising Impact and Controlling in Content Marketing. Springer, Wiesbaden. https://doi.org/10.1007/978-3-658-40551-9_7
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DOI: https://doi.org/10.1007/978-3-658-40551-9_7
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