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Designing Effective Content Marketing Posts

In: Advertising Impact and Controlling in Content Marketing

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  • Thomas Hörner

Abstract

Content marketing articles can be designed in various ways to achieve the greatest possible advertising effect. On the one hand, these is the effective design of good arguments that are processed cognitively by recipients. On the one hand, such good arguments must have an appropriate argument structure, on the other hand they must be carried out relationally matched to the target group. On the other hand, it is often unconscious cues that work through heuristic processes and make content marketing more effective. Examples are the targeted use of bullet points, the use of the mere exposure effect from psychology or the effect of expertise. Again, it is important to consider the relational meaning of such cues for content marketing keepingthe great individual diversity of communication recipients in mind and therefore to design the cues in a variety of ways—for the greatest possible overall effect of content marketing.

Suggested Citation

  • Thomas Hörner, 2023. "Designing Effective Content Marketing Posts," Springer Books, in: Advertising Impact and Controlling in Content Marketing, chapter 0, pages 123-160, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40551-9_8
    DOI: 10.1007/978-3-658-40551-9_8
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