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Content Marketing. Ziele, Strategien, Instrumente und Handlungsempfehlungen: Ein Praxisbeispiel

Content Marketing. Ziele, Strategien, Instrumente und Handlungsempfehlungen: Ein Praxisbeispiel

          
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About the Book

Bachelorarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Fachhochschule Bonn-Rhein-Sieg in Rheinbach, Sprache: Deutsch, Abstract: Mit der Etablierung des Internets ging eine Änderung im Verhalten der Internetnutzer einher. Aufgrund der großen Flut an Informationen, denen sie im Internet täglich ausgesetzt sind, gehen Nutzer heutzutage sehr selektiv vor und suchen sich genau die Informationen zusammen, die sie gerade brauchen, anstatt wie früher die breite Masse an Werbung zu konsumieren. Sie suchen dabei nach Problemlösungen, nicht nach bestimmten Produkten. Auf diese Änderungen müssen Unternehmen im Rahmen ihrer Marketingstrategie eingehen, wenn sie weiterhin Kunden für sich gewinnen und anschließend an sich binden möchten. Ein Ansatz, der in den letzten Jahren auch in Deutschland immer mehr Verbreitung findet, ist das Content Marketing. Hier steht vor allem der Mehrwert im Vordergrund, den ein Unternehmen seinen Kunden durch relevante, hilfreiche Inhalte bietet. Im Rahmen dieser Bachelorarbeit sollen zum einen im ersten Teil Handlungsempfehlungen bezüglich des Content Marketings erarbeitet werden, die allgemein für jedes Unternehmen gelten. Die Handlungsempfehlungen gliedern sich in die Bereiche strategisch, technisch, inhaltlich und organisatorisch. Um Handlungsempfehlungen aussprechen zu können, sollen im ersten Teil der Arbeit zunächst die Grundlagen des Content Marketings dargelegt werden. Dazu wird in Kapitel 2 der Bachelorarbeit zuerst das Content Marketing in den Kontext des Inbound Marketings eingeordnet und genau definiert. Im anschließenden Kapitel wird dargestellt, warum eine Content-Strategie so wichtig ist, wie Unternehmen diese erarbeiten können und was dabei die wichtigsten Schritte sind. Im vierten Kapitel werden dann die am häufigsten auftretenden Instrumente vorgestellt, die für das Content Marketing verwendet werden können. Der erste Teil schließt ab mit den allgemeinen Handlungsempfehlungen f


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Product Details
  • ISBN-13: 9783668955721
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 76
  • Spine Width: 5 mm
  • Weight: 109 gr
  • ISBN-10: 3668955727
  • Publisher Date: 29 May 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Ein Praxisbeispiel
  • Width: 148 mm


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Content Marketing. Ziele, Strategien, Instrumente und Handlungsempfehlungen: Ein Praxisbeispiel
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