Professional content marketing

Introduction: Current challenges in marketing

Basics of content marketing

• Definitions and Success Factors in Content Marketing.
• Relevant and unique content: What really matters.
• The content marketing manager in the company.

Content and AI: Opportunities, Limitations, and Practical Applications

• AI-generated content: unique, relevant, and effective?
• An Overview of AI Tools: Which Tools Support Which Tasks?
• A Side Note on SEO, GEO, and User Intent—and How AI Can Help.

The 9 Elements of a Content Marketing Strategy – Explained and Applied

• Goal Matrix and Budget: Making goals measurable and allocating resources effectively.
• Target Audiences: Understanding and effectively targeting target audiences, audience segments, and personas.
• Market Potential: Assess the market's economic potential and use that assessment to set realistic goals.
• Positioning and editorial vision: Sharpen the brand’s core message and communicate it consistently.
• Customer Journeys: Strategically designing the path from initial contact to conversion.
• Engagement Strategy: Effectively integrating organic and paid media efforts.
• Channel and Platform Strategy: Selecting the right channels and platforms for the right target audiences.
• Editorial and Marketing Plan: Align content types, publication schedules, and product offerings.

For each item: Write down your specific next steps right away—by the end, you’ll have your own personalized roadmap.

marketing marketing tools put to the test

• Real-time analysis of your own content marketing channels, content, and activities.
• Developing specific ideas for improvement.
• AI-powered analysis: Which tools can help with the evaluation?

Booster ideas for content marketing

• The interplay of influencer marketing, content marketing and paid media.
• AI in Practice: Workflows, Automation, and Scalable Content Production.
• Content Marketing – Best Practices and Inspiration for Your Daily Work.