Corporate Design ist kein Kinderspiel – Teil 4

Content-Marketing als Marketingstrategie –nicht neu aber effektiv

Wenn die Usability der Website größtenteils gewährleistet ist, sollte man sich um den Content kümmern, damit dieser dann problemlos eingepflegt werden kann. Bei uns lief das Ganze ziemlich parallel ab. Warum? Weil der Content nicht ausschließlich von der Abteilung Digitale Medien stammt. Von wem kommt der Content denn dann? Von was für einem Content rede ich hier überhaupt? Okay, fangen wir ganz von vorne an.

Die Idee unseres neuen Website-Konzepts sieht so aus: Wir wollen Content-Marketing betreiben. Content-Marketing bedeutet, dass nicht die Leistungen eines Unternehmens in den Vordergrund gestellt werden, sondern durch verschiedene themenbasierte Inhalte informierend, beratend und unterhaltend die Zielgruppe angesprochen werden soll. Durch interessanten professionellen Content, Sympathien zum Autor oder Fragen zu einem Artikel können dann neue Kontakte entstehen und im Idealfall Neukunden akquiriert werden. Der Content muss zielgruppengerecht sein und sollte thematisch zu den Leistungen, dem Know-How und den Zielen des Unternehmens passen.  Aber allein der Content auf unserer Website reicht natürlich nicht aus –denn jemand, der etwas über das Leistungsspektrum, über die Ansprechpartner oder die Geschichte des Unternehmens wissen möchte, muss natürlich auch die gewünschten Informationen finden. Deswegen gibt es auf unserer neuen Website eine sehr strikte Trennung zwischen einer redaktionellen Magazinseite für das Content-Marketing und einer werblichen Unternehmensseite. Dieser Punkt ist ganz eng mit der Usability einer Website verbunden und bedarf genauen Überlegungen. Man muss herausfinden, wie der Benutzer geführt werden will, damit er vom Content zur Unternehmensseite gelangt und umgekehrt. Dafür, und zur Contentgenerierung wurde eine wöchentliche Redaktionssitzung ins Leben gerufen.

Noch ein Team? Blickt da überhaupt noch jemand durch?

Natürlich blickt man da noch durch. In der Redaktionssitzung sitzen die fünf Geschäftsbereichsleiter für Druck, Digitale Medien, Prozessoptimierung, Lettershop und Verpackung. Dann noch unser Geschäftsführer und ein paar andere Kollegen, die bei der Umsetzung der neuen CI mithelfen. Die Intention dieser Sitzung: Content finden, über fertig geschriebenen Content reden und ab und zu über den Aufbau der Website diskutieren. Passenden Content zu finden ist gar nicht so leicht, darüber zu schreiben auch nicht und zu einer Website hat natürlich auch jeder eine eigene Meinung. Aber durch Diskussionen entstehen ja bekanntlich die besten Ideen.

Die Autoren lassen sich durch Zeitschriftenartikel und aktuelle Themen aus der Druck- und Medienbranche inspirieren und sammeln so Themenideen. Wer einen Artikel zu einem Thema schreiben möchte, trägt sich in unseren Redaktionsplan ein. Dabei legt jeder Geschäftsbereichsleiter seinen Schwerpunkt natürlich auf das, wovon er die meiste Ahnung hat – auf Inhalte zu und über seinen Geschäftsbereich. Da entstehen teilweise wirklich spannende Artikel, die nach dem Fertigstellen vom Geschäftsleiter abgesegnet werden müssen und nach mehrmaligem Korrekturlesen von der Abteilung Digitale Medien eingepflegt werden. Nachdem ich die ersten zwei Redaktionssitzungen miterlebt habe, wurde ich gefragt, ob ich auch Autorin werden und Content für die neue Website liefern möchte. Natürlich will ich das! Mein erster Artikel liegt nun auch schon fertig im Abgabe-Ordner.

Ohne Suchmaschinenoptimierung (SEO) läuft das beste Content-Marketing nicht

Natürlich müssen wir im Web gefunden werden. Besser gesagt: Google muss unsere Artikel finden. Das geschieht durch Keywords. Diese Keywords sind Wörter, die im Artikel und vor allem in der Artikelüberschrift vorkommen müssen, weil sie von Suchmaschinen sehr gut gefunden werden können. Somit kann Google bei Suchanfragen unseren Artikel im Ranking weit oben positionieren. Das kann gegen Bezahlung von Google natürlich noch weiter optimiert werden, aber auch kostenlos funktioniert dieses Ranking durch Vergeben von ausreichenden und richtigen Keywords. Diese Keywords müssen von unseren Autoren ausgewählt und zur Selbstkontrolle in den Redaktionsplan eingetragen werden.

Was machen plötzlich Pferde in der Druckindustrie?

Ein kleines Beispiel für einen fertig geschriebenen Artikel, der noch einmal überarbeitet werden musste: Die Grundlage des Artikels war eine Metapher. Diese Metapher wurde auch in der Überschrift verwendet. Super interessante Überschrift, hat zum Weiterlesen motiviert und beinhaltete einen netten Vergleich. Einziges Problem: Über Google wären Pferdeliebhaber auf den Artikel gestoßen, nicht aber unsere Zielgruppe, die nach Content aus der Druckindustrie suchen. Für solche Fälle arbeitet ein Informationsmanagement-Student im Master (Ja, es gibt tatsächlich Leute, die meinen ersten Studienversuch durchziehen) bei uns, der alle Artikel auf Suchmaschinenanfragen optimiert. Dadurch musste die Pferdeüberschrift leider weichen. Eins sei verraten: Es ist echt schwer es Google und dem Leser gleichermaßen Recht zu machen. Entweder es passt für Google-Anfragen aber der Leser wird nicht angesprochen oder der Leser wird durch die Überschrift mitgerissen aber Google schickt eine völlig falsche Zielgruppe auf unsere Artikel.  Da das passende Mittelmaß zu finden ist gar nicht so leicht. Wie ihr seht, liegen SEO und Content-Marketing ganz eng beieinander. Kurz gesagt: Erfolgreiches Content-Marketing hängt von einer guten SEO ab.

Die Überschrift steht, aber was spricht den Leser sonst noch an?

Eine Überschrift sagt viel aus, aber sieht immer etwas trist und langweilig aus. Das kann man aber ganz einfach ändern, indem man zu jedem Artikel die passenden Bilder einbettet. Ein lustiges Bild, das aussagekräftig zur Überschrift passt und zum Lesen motiviert ist Gold wert. Zwischendurch einen Artikel mit einem Bild aufzulockern ist ebenfalls sehr ansprechend. Wichtig in unserem Fall ist, dass die Bilder eine bestimmte Tonalität haben, damit sie zu unserer Corporate Identity passen. Glaubt mir, solche Bilder in Bilddatenbanken zu finden ist nicht leicht! Man kann Stunden damit verbringen, sich Foto über Foto anzuschauen und so zu interpretieren, dass sie inhaltlich zum Artikel passen könnten.

Außerdem motivieren kurze, interessante Zitate zum Weiterlesen, denn man möchte wissen, was oder wer sich hinter dem Zitat verbirgt. Diese hervorzuheben und dadurch Platz zwischen Absätzen zu schaffen, lockert einen langen Text auf.

Das Endergebnis – Usability, Content, SEO… Kann die Website gelauncht werden?

Noch einmal kurz zurück zur Usability aus meinem letzten Blogeintrag. Ihr wisst nun alles über unsere Anforderungen an den Content. Außerdem wisst ihr, dass unser Content über Google-Anfragen gefunden werden kann. Wenn jetzt also jemand bei Google einen Suchbegriff eingibt und auf einen unserer Artikel gelangt, wollen wir natürlich, dass er den Artikel liest und spannend findet. Aber wir wollen auch, dass er auch  auf unser Artikel-Repertoire aufmerksam wird und Artikel zu anderen Themen liest. Nur, wie bekommen wir das hin? Genau hier kommt die Usability wieder ins Spiel.

Ihr kennt das von Amazon: Ihr seid online am Shoppen und sucht ein Produkt. Ah, Produkt gefunden, ab in den Einkaufswagen. Und schon werdet ihr auf etwas aufmerksam gemacht: „Kunden, die das hier kauften, kauften unter anderem auch dies und das.“ Oh man, danke für die Info. Amazon, du machst mich irgendwann pleite und kaufsüchtig.

Dieses Prinzip ist keine Neuerfindung und jeder kennt es, aber es ist effektiv. Deswegen haben wir uns das zu Herzen genommen und wenden das Prinzip auf unseren Content ähnlich an. Wenn der Leser den Artikel zu Ende gelesen hat, bekommt er drei Vorschläge zu Artikeln mit einem ähnlichen Thema, die er anklicken und durchlesen kann. Da es sich teilweise um Fortsetzungsartikel handelt, ist die Motivation auf den nächsten Artikel zu klicken natürlich groß. Wir wollen dem Leser Inhalte zu ähnlichen Themen der gleichen Kategorie anbieten, da dieser sich offensichtlich für Themen der Kategorie interessiert. Dadurch erhält der Leser ein größeres Informationsspektrum wird wir können ihn auf unserer Seite halten –und eventuell landet er ja dadurch ja mal auf unserer Unternehmensseite und wird auf unser Leistungsspektrum aufmerksam.

Ein Ausblick –der Printbereich, unsere Kunden und die Mitarbeiter

Die einen kümmern sich um das Digitale, die anderen um Print… und ich bin immer mittendrin. Aus dem digitalen Bereich habe ich aber nun genug aus dem Nähkästchen geplaudert. Im nächsten Beitrag geht es um den Printbereich. Außerdem wichtig: Wie erfahren unsere Kunden vom neuen CD und wie werden Mitarbeiter in die neue Identity integriert? Es wird spannend!

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