Those who measure and scale too small are always on the safe side. At the same time, however, the successes remain very
Posted: Sun Feb 02, 2025 8:48 am
One and the same content can make a big splash at one time and go largely unnoticed at another; the latter even if a very visible opinion leader takes up the topic. The real art therefore lies in recognizing when a topic is particularly relevant for one's own reference groups.
But you can only achieve this by participating in discussions elsewhere and not just stirring up your own content. Monitoring topics and other opinion leaders remains essential.
Building a lasting reputation with influencers through good content bank data and also maintaining relationships with them directly: This is the way to achieve constant visibility.
“One hit wonders” rarely make for great success
But a single piece of content is rarely the deciding factor for success. Good content marketing bears fruit in the long term. In every discipline of corporate communications - whether press work or advertising campaigns - there are these "one hit wonders" that suddenly attract a lot of attention with a single action - see above. But not only are they almost impossible to plan, they are also rarely the sole decisive factor for success.
Content marketing is on the right track when access numbers on all platforms are constantly increasing and this is consistent with positive, qualitative feedback. In this respect, you should be really happy about one big success. But you don't have to be sad if it doesn't keep happening.
However, if it turns out to be a completely isolated event, then something is seriously wrong with content marketing and it is time to rethink and revise your own concept!
But you can only achieve this by participating in discussions elsewhere and not just stirring up your own content. Monitoring topics and other opinion leaders remains essential.
Building a lasting reputation with influencers through good content bank data and also maintaining relationships with them directly: This is the way to achieve constant visibility.
“One hit wonders” rarely make for great success
But a single piece of content is rarely the deciding factor for success. Good content marketing bears fruit in the long term. In every discipline of corporate communications - whether press work or advertising campaigns - there are these "one hit wonders" that suddenly attract a lot of attention with a single action - see above. But not only are they almost impossible to plan, they are also rarely the sole decisive factor for success.
Content marketing is on the right track when access numbers on all platforms are constantly increasing and this is consistent with positive, qualitative feedback. In this respect, you should be really happy about one big success. But you don't have to be sad if it doesn't keep happening.
However, if it turns out to be a completely isolated event, then something is seriously wrong with content marketing and it is time to rethink and revise your own concept!