The Power of Content Marketing

Build Trust, Drive Sales, and Lead Your Market
Erscheinungsjahr 2026
ISBN: 978-3-032-38729-5
Verlag: Springer

Buch, Englisch, 249 Seiten, Format (B × H): 155 mm x 235 mm

Reihe: Management for Professionals

This practical guide empowers entrepreneurs, marketers, and business owners to create content that drives real business results. In a digital world where attention is scarce and trust is essential, the book offers a long-term strategy rooted in clarity and customer value. Readers will learn how to define goals, understand audiences, and craft compelling stories across formats and channels. Using proven techniques and step-by-step frameworks, it demonstrates how to build visibility, engagement, and growth without relying solely on paid advertising. Whether scaling a startup or growing an established brand, readers will find the structure and tools needed to make content work harder and deliver lasting results.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Guetz, Bernhard

Fachgebiete

• Mathematik | Informatik EDV | Informatik Professionelle Anwendung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsmathematik und -statistik
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management

Inhaltsverzeichnis

1. Welcome to the Fabulous World of Content Marketing.- 2. Content Marketing Is a Timeless Principle.- 3. The Core Content Styles Model.- 4. Defining Goals.- 5. Your Content Mission Statement.- 6. Understanding Your Audience & Personas.- 7. Analysis.- 8. From Ideas to Content.- 9. Choosing the Right Formats.- 10. Editorial Planning in Practice.- 11. Long-Term Success & Sustainability.- 12. The Future of Content Marketing.- 13. From Content to Meaning, and Beyond.

Über Autor(innen)

FH-Prof. Dr. Bernhard Guetz, BA, MSc, is Professor of Digital Marketing & Sales and Program Director of the Bachelor's Degree Program in Digital Marketing & Sales at CU – Carinthia University of Applied Sciences. His work combines academic research, higher education, consulting, and practical marketing expertise. He specializes in digital marketing, content marketing, customer experience, business development, and strategic communication.

In addition to his academic role, he is the founder of Guetz Consulting and serves on the Management Board of Competence Circle Marketing. He is the author and co-author of numerous scientific publications and books on digital marketing and content marketing, with a strong focus on bridging the gap between research and practice.