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Erfolgsfaktor Brand Content: Content-Marketing für Online-Branding und SEO

In: Brand Evolution

Author

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  • Jasmina Sophie Klein

Abstract

Zusammenfassung In Bezug auf die Marketing-Aktivitäten von Unternehmen gewinnt Content-Marketing stetig an Bedeutung und erfährt eine zunehmende Professionalisierung durch die Entwicklung einer umfassenden Content-Strategie. In diesem Zusammenhang rückt das Branding-Potenzial von Content-Marketing verstärkt in den Fokus, was sich in verschiedenen Ansätzen zur Verknüpfung von Content-Marketing und Branding, wie dem Begriff des Brand Contents oder dem Konzept der Marke als Redaktion zeigt. Daneben weist der Einsatz von Content-Marketing zahlreiche Schnittstellen zum Handlungsfeld der Suchmaschinenoptimierung auf. Die Verknüpfung von Content-Marketing mit diesen beiden Schnittstellen – Branding sowie SEO – wird in diesem Beitrag näher beleuchtet.

Suggested Citation

  • Jasmina Sophie Klein, 2022. "Erfolgsfaktor Brand Content: Content-Marketing für Online-Branding und SEO," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 645-665, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-35916-4_29
    DOI: 10.1007/978-3-658-35916-4_29
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