Union Investment EN
One of the biggest financial services providers in Germany redesigned its content strategy and implemented this process technologically with dirico.
Strategic content marketing
Tell me a story!
Modern marketing lives on stories. Instead of relying exclusively on simple advertising slogans, today’s marketers need to tell stories. They write and talk about topics that are highly relevant to their target groups. This creates added value for the audience, which ideally then takes a closer look at the company, its products and services. Trust in the brand grows – and ideally a close customer relationship as well.
Marketing with a master plan
A strategic approach and editorial planning is required to ensure that not just “any” topic is simply taken up in content marketing. The following aspects are particularly important:
- Knowing and defining target groups
- Identifying relevant topics
- Dividing topics into categories
- Making a prioritization
- Devising a thematic plan for the whole year
- Deriving topics and measures from this plan
- Converting the topic plan into an editorial plan
- Measuring the success of the topics
