Kleinkes Quick Guide to Content Marketing for B2B Small and Medium-Sized Enterprises

How SMEs Can Gain More Visibility on the Market
1. Auflage 2025
ISBN: 978-3-658-48970-0
Verlag: Springer
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 137 Seiten

Reihe: Business and Management

This Quick Guide is the ideal resource for small and medium-sized B2B companies looking to boost their market visibility through content marketing. It provides a clear structure for beginners and time-constraint marketing professionals, covering all key steps—from setting goals and analysis to planning, production, and management—while addressing the unique characteristics of the B2B sector.

This edition introduces the topic of generative AI and its effective use in content marketing is thoroughly explored. The author explains how to use AI tools effectively and covers optimal prompting strategies and areas of application. Important topics such as ethics, data protection and copyright are also addressed.

The guide includes numerous checklists for an organized, step-by-step approach, additional online working materials for individual implementation, and a comprehensive practical example.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Kleinkes, Uwe

Inhaltsverzeichnis

More visibility in the market with content marketing.- Compact foundational knowledge.- Rules for content marketing in B2B SMEs.- Content marketing in five steps: goals, analysis, planning, production, management.- Generative AI in content marketing: tools, prompting, areas of application, ethics, data protection, copyright.- Practical example.

Über Autor(innen)

Prof. Dr. Uwe Kleinkes is a professor of technology marketing at Hamm-Lippstadt University of Applied Sciences and has many years of experience in B2B marketing in various roles for small and medium-sized companies. He also successfully led marketing efforts for over 300 international SMEs as a part of a business network.