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Siegfried SchneiderCMO, Red Dot Design
Content marketing is no longer just a trend, but an established discipline in modern online marketing. It plays a central role, especially for enterprise companies operating in complex markets. But why is content marketing indispensable today? Quite simply because potential customers no longer respond to traditional advertising alone. They expect content to be visible, useful, and offer them real added value.
In this guide, we show you step by step how content marketing works, which strategies are successfully implemented, and how you can achieve your content marketing goals. Whether you work as a marketing manager, product manager, or in corporate communications, you will find practical tips here that can be implemented immediately.
Dabei legen wir besonderen Fokus auf die Bedürfnisse von Enterprise Companies im B2B-Bereich.
This guide is structured to take you from the basics to advanced strategies. Each section builds on the previous one and provides you with not only theoretical knowledge, but also concrete recommendations for action that you can use to produce content that appeals to potential customers and ensures more conversions in the long term.
Content marketing is more than just a marketing measure. It describes a strategic approach in which companies create and distribute relevant content to address and retain their target audience.
What makes it special is that instead of simply placing advertisements, the aim is to provide potential customers with useful content, answer their questions, and guide them through their decision-making process. The core of content marketing is that content is not geared toward short-term sales, but rather toward building trust and expertise.
A blog article, white paper, or webinar are examples of formats that demonstrate that content works when it meets the information needs of the target audience. Good content solves problems, provides guidance, and thus builds a long-term relationship between the company and its target audience.
So why is content marketing so important? Because traditional advertising is getting less and less attention. People skip ads or mentally tune them out. But when you produce content that offers real added value, potential customers naturally take notice.
And the better your content marketing strategy is planned, the more likely you are to not only achieve reach, but also build lasting customer relationships that lead to more conversions.
Content marketing goals are the foundation of any successful strategy. Without clearly defined goals, it is difficult to measure whether your content is working. Typical goals include lead generation, brand awareness, customer loyalty, and increased sales.
For enterprise companies, this means creating content that supports both short-term and long-term business goals. It is particularly important that content marketing goals are measurable and realistic. Key performance indicators (KPIs) play a crucial role here.
KPIs such as traffic, dwell time, bounce rate, and conversion rate allow you to track how effectively your content is resonating with potential customers. If relevant content leads to a decrease in bounce rate, this clearly shows that your content is appealing to the right target group.
But goals alone are not enough. How these goals are linked to business processes and the expectations of potential customers is also crucial. For example, if you are aiming for more conversions, you should develop content along the entire funnel—from the first touchpoint to the final purchase decision.
This ensures that content is visible, continuously delivers added value, and contributes measurably to the success of the company.
A content marketing strategy is the foundation on which everything else is built. Without a clear strategy, every measure will come to nothing. Key components include a precise target group analysis, the definition of content marketing goals, the selection of relevant formats, and a structured content marketing process.
This is the only way to ensure that content is visible and can have the desired effect. Content marketing is particularly exciting in a B2B context. Here, potential customers expect not only information, but also in-depth solutions to complex problems.
A content strategy must therefore take into account that purchasing decisions are often made by multiple stakeholders. This means that in content marketing, you need to develop content that appeals to both decision-makers and users.
Another factor for success is discipline. Successful content marketing requires clear processes and consistent implementation of content. This is the only way to create content marketing that delivers long-term results.
It is important to regularly check whether the strategy still aligns with the company’s goals. This ensures that content marketing works and that content both achieves organic reach and builds lasting customer relationships.
Successful content marketing in the enterprise sector differs significantly from smaller projects. Large organizations have more complex structures, often multiple target groups, and require processes that are scalable.
Here, it is important that content remains visible and does not get lost in the noise of information. An example: While fast-paced social media campaigns are at the forefront in the B2C sector, the B2B environment is all about well-researched white papers, case studies, and webinars.
This content provides added value and shows potential customers that your company offers the right solution for their challenges. Online marketing plays an important role here, as it bridges the gap between content strategy, search engine optimization, and distribution.
Support from a marketing agency can be useful in this context, especially if internal resources are lacking. Best practices show that companies are more successful when they pursue a clear content marketing strategy and demonstrate discipline in its implementation. Ensuring that content is visible and achieves organic reach is a key success factor.
The content marketing process describes the path from the initial idea to the distribution and measurement of content. It is the common thread that ensures that no important steps are omitted in content marketing.
Large companies benefit particularly from a clearly structured process, as it helps to pool resources and set priorities. A typical process includes topic research, content creation, publication, and analysis of the results.
In content marketing, it is important to produce content that is optimized for both potential customers and search engines. You should always keep in mind that content works when it answers relevant questions and offers solutions.
Visual content, user-generated content, and other formats such as webinars or podcasts play an important role in the process. They ensure that content becomes visible and reaches a larger target audience.
Tools such as ChatGPT open up new possibilities for creating content faster and developing creative ideas. Used correctly, every piece of content becomes a building block that organically builds reach and delivers added value.
Content creation is the creative core of the content marketing process. This is where you develop the material that will later convince your target audience. Blog posts, white papers, case studies, and videos are formats that can be particularly effective in content marketing.
It is important to produce content that not only informs but also inspires. A successful example is the combination of blog articles and visual content such as infographics. While texts go into depth, infographics can make complex relationships quickly comprehensible.
User-generated content—i.e., content created by users themselves—further enhances credibility and creates proximity to the target group. There are many tips and tricks for content, but the most important one remains: focus on added value. Content only works if it answers questions and solves problems.
Also, make sure that content remains relevant and is updated regularly. This is the only way to ensure that content remains visible and your brand is perceived as an expert in the long term.
Content Marketing and SEO are inextricably linked. Without search engine optimization, even the best content remains invisible. SEO ensures that Google and other search engines index your content and make it discoverable for potential customers.
A strong content strategy integrates SEO from the outset. This means identifying keywords, optimizing content, and creating the technical conditions necessary for content to be visible. Organic growth in reach is only possible if SEO is taken into account in content marketing.
But SEO is more than just keywords. It’s about creating relevant content along the funnel that engages users at every stage of their customer journey. Useful content in the awareness phase, detailed case studies in the consideration phase, and clear calls to action in the decision phase are crucial.
This ensures that content works and motivates potential customers to get in touch.
KPIs are the tool for measuring success in content marketing. Without them, it remains unclear whether your strategy is working. Key performance indicators show how content marketing is being used to achieve goals such as more conversions or brand awareness.
Relevant KPIs include website traffic, dwell time, bounce rate, leads, and social shares. Each of these values provides information about whether your content is resonating with potential customers. A declining bounce rate and rising interaction rates indicate that content is effective and offers added value. Especially in the enterprise sector, it is important to link KPIs to corporate goals.
This is the only way to determine whether content marketing actually leads to increased sales or stronger customer loyalty. Analysis also allows you to identify which content is visible and which needs to be optimized.
Tools are indispensable for implementing content marketing efficiently. From planning and creation to analysis, there are a variety of solutions available to support companies. Tools such as ChatGPT offer new opportunities to develop ideas or pre-structure texts.
When used correctly, they save time and promote creativity. SEO tools help optimize content for search engine optimization. Analytics tools, on the other hand, show which content works and which needs to be adjusted.
Workflow management tools ensure that the content marketing process remains structured and transparent. It is particularly important for enterprise companies that content marketing is based on solid structures.
Tools make it easier to maintain discipline, use resources wisely, and ensure that content is visible. This is the only way to build organic reach in the long term and successfully implement your content marketing strategy.
Successful content marketing depends on content being consistent, easy to find, and available to potential customers at all times. This is exactly where DAM (digital asset management) software comes into play.
While many companies still store their content in scattered folders, on local computers, or in various cloud solutions, a DAM system ensures centralized, structured management of all digital assets. This data pool is intuitive and easy to search, e.g., through AI features.
This includes images, videos, documents, presentations, and even user-generated content. The biggest advantage is that your content remains visible and relevant and can be used for different channels in no time at all. Another aspect is increased efficiency. Speed is key in content marketing, whether you’re creating new campaigns or updating existing content.
DAM software ensures that teams always have access to the latest version and are not working with outdated data. This reduces the error rate and speeds up your workflow. This directly contributes to your content marketing strategy, as good content only has an impact if it is published quickly and in high quality.
DAM is indispensable, especially in the B2B sector, where complex products need to be explained and multiple stakeholders often need to be convinced. It enables the targeted delivery of relevant content along the funnel—from awareness to decision.
The result: a seamless content marketing process that not only builds organic reach, but also ensures more conversions in the long term.
When it comes to content marketing, there are many tips and tricks that can make the difference between success and failure. One important point: make sure that the content you publish actually delivers added value. This is the only way to reach potential customers and build trust.
Another tip: Use different formats. Blog articles, white papers, videos, or user-generated campaigns offer different approaches and increase the chances of your content being seen. This allows you to reach different target groups at the same time.
Successful content marketing also means continuous testing and optimization. Analyze which content offers added value, where the bounce rate is too high, or which topics achieve more conversions. Learn from this data and continuously optimize your content strategy.
This is the only way to ensure that content works and makes a real contribution to the long-term success of your company.
Because purchasing decisions are complex here, and content builds trust before potential customers are willing to make contact.
Blog articles, white papers, case studies, visual content, and user-generated campaigns are particularly effective.
Depending on the objective, initial effects may be visible after just a few weeks. However, content marketing requires several months to achieve lasting results.
Content marketing focuses on adding value through content, while online marketing often relies more heavily on short-term campaigns.
Content marketing has long been more than just a buzzword. It is a long-term discipline that helps companies build trust, address potential customers, and achieve measurable results. A content marketing strategy with relevant content ensures that content works, builds organic reach, and delivers added value.
Content marketing is not about creating content for its own sake. It’s about providing potential customers with information, engaging with them, and answering their questions. This is the only way to create successful content marketing that has a lasting impact.
Looking ahead, trends such as visual formats, user-generated content, and tools like ChatGPT will open up new opportunities. However, it remains crucial that content marketing requires clear strategies, discipline, and a focus on relevant content. Those who adhere to these principles will be successful in the long term.
Daniel Lücke
Director Software Solutions
Gemeinsam mit meinen Kollegen versuche ich, unser Produkt jeden Tag besser zu machen und der Partner zu sein, der unseren Kunden hilft, erfolgreich mit ihren Medien- und Produktdaten zu arbeiten.