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Content

In: Media Center in der Unternehmenskommunikation

Author

Listed:
  • Andreas Kohne
  • Marc J. Friedrich
  • Christine Siepe

Abstract

Zusammenfassung Das Sprichwort „Content is King“ gilt auch für das digitale Media Center. Journalisten, Blogger, Influencer, Kunden, Investoren und Multiplikatoren möchten selbstverständlich gute Inhalte finden, die ihre Erwartungen erfüllen. Unternehmen benötigen eine durchdachte Content-Strategie, ein konsequentes Themenmanagement und eine kontinuierliche Redaktionsplanung, die auf die Unternehmens- und Kommunikationsstrategie abgestimmt sind und die die individuell passenden Kanäle berücksichtigen. In diesem Kapitel geht es um die Herangehensweise an die Content-Strategie und das Themenmanagement. Wir zeigen umfassend die verschiedenen Content-Formate auf und wie sich diese umsetzen lassen. Mittels Storytelling nähern sich Unternehmenskommunikatoren den Geschichten, die die Zielgruppen als hochwertigen und relevanten Content bezeichnen. Zunehmend wichtiger wird hierbei der User-Generated Content.

Suggested Citation

  • Andreas Kohne & Marc J. Friedrich & Christine Siepe, 2021. "Content," Springer Books, in: Media Center in der Unternehmenskommunikation, chapter 4, pages 67-109, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-34489-4_4
    DOI: 10.1007/978-3-658-34489-4_4
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