Content marketing

Businesses have now turned into publishers. Owned media including the company website, newsletters, or social media profiles make it easier to share content. We make sure your content finds its way to target groups and delivers real value.

What is content marketing?

Content marketing is a strategic approach to marketing. The goal is to create and distribute relevant content that delivers value to clearly defined target groups. The content should appeal to and engage prospective customers.

That makes content marketing an important component of corporate and product communications — in addition to PR and media relations. Whereas PR normally takes the perspective of the company and seeks to make a positive influence on public perceptions by involving journalists and other stakeholders, content marketing focuses on the customer.

content-marketing-b2b-webThe benefits of content marketing

Today's decision-makers have already completed 57 percent of their buyer's journey by the time they contact the seller for the first time according to a study by Accenture. And in the B2B Buyers Survey 2019 by Demand Gen, 79 percent of decision-makers claimed that relevant content from the chosen seller had an influence on their purchase decision.

Content marketing lets companies generate attention among their target groups before any contact takes place. This inbound marketing approach allow us to get your company and its solutions on the short list of attractive buyers.

An additional advantage of content marketing is that the entire process from content creation to distribution and validation is completely under your control. Communications activities can be implemented faster without interference from gatekeepers, and success is easier to measure with your own tools.

All of this, however, requires the necessary time and personnel, which results in significant costs and demands discipline and professionalism from your marketing and communications team. Because without high-quality content that delivers value to the relevant buyers, you won’t reach your target groups — visitors to your site will bounce away. That’s why lead gen only works with high-quality, relevant content.

We can handle it for you

With many years of experience in B2B communications, we know how complex sales decisions are made within companies. We leverage this knowledge to select, together with you, topics, content formats, and seeding strategies that best fit your company, objectives, and target groups.

We rely on a journalistic approach combined with a deep knowledge of marketing and high-quality writing. This allows us to generate content that delivers value to your target groups, conveys your messages and, of course, is also entertaining to read.

Examples of content types

  • Videos
  • Case studies
  • Corporate blog articles
  • E-books
  • Infographics
  • Newsletters
  • Podcasts
  • Social media posts
  • White papers

Your voice in tech

Dr. Haffa & Partner is your B2B agency in Germany for targeted communication that gets results.