In addition to countless blogs written by experts, journalists, lifestyle icons, chefs, musicians, etc., companies are increasingly creating their own corporate blogs. As a news channel for corporate communication and as a content hub for content marketing strategies, blogs contribute to increasing a company’s visibility and image. Messe Frankfurt has also initiated a number of renowned topic-related blogs surrounding its events.
One recommendation we have from the outset is to carefully consider whether video actually is the right way to communicate your message. Sometimes simple text or charts can actually convey the desired information faster to users and provide a quick overview at a glance. Videos make sense and gain attention, but only if they are worth watching for the user.
According to the internet facts report published in September 2013 by the Arbeitsgemeinschaft Online Forschung e.V. (AGOF – working group for online research), “Internet users are particularly open to advertising campaigns”. More than 23 million German users said that they had often become aware of interesting products through advertising and, in many cases, made their purchases directly online.
It is therefore no surprise that advertising banners, pop-ups and layer ads are in wide use and that almost all advertisers value their efficiency when it comes to customer acquisition and increasing sales. The online advertising market grew to 6.47 billion euro in 2012 in Germany alone. This information is collected by the Online-Vermarkterkreis (OVK – Circle of Online Marketers), in which German banner advertising providers are organised. According to this, the internet is the second largest advertising medium following television in the media mix. The consulting firm PricewaterhouseCoopers (PWC) estimates annual industry growth of 2.8 per cent until 2016.
There is often much more to be said than there is space for on a purely functional and commercial website. This can include industry studies, use cases, best practices, support tips for customers, a look behind the scenes and current business activities. Therefore so-called corporate blogs have been established in the past few years, which run alongside and independent of the corporate website. They are used to post rather uncommercial articles on a regular basis, which extend beyond the concept of the website itself.
Moving images are an important part of modern company marketing. This is not only due to the many advantages that video as a medium provides as compared to text with regard to image and product advertising, but also due to its preferential treatment in search engines. The portal used most for publishing is Youtube, which is the second largest search engine worldwide after Google and an excellent option for attracting traffic to your own site.
However, Youtube works differently from search engines like Google. The users here are not only recipients, but play an important role as on other social media sites by way of comments, clicks and subscriptions. It is important to make optimum use of this power. In addition to this, the following measures are recommended for achieving the greatest possible SEO effects:
Numerous blogs and books on the topic of search engine advertising provide tips for successful AdWords campaigns. Everyone agrees that an AdWords campaign requires careful planning in advance. This could begin, for example, with defining the targeting. In which languages and regions should the ads be displayed? Which target audience (interests, age, and gender) should be addressed? Should mobile devices or even the user’s current location be taken into account?
92 percent of the companies surveyed by Intershop for its 2013 e-commerce report also sell their products online. To advertise this channel an eye-catching appearance in search engines is necessary. This includes search engine advertising (SEA) as well as search engines optimisation (SEO) for the organic page rank. According to the B2B Marketing Benchmark Report 2013 by Optify, these results are responsible for attracting approximately 41 percent of site visitors in the B2B sector.