Contingency-Centric Content Management: Mastering Content Overload with Smart Content Marketing

Olaf Mörk ()
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Olaf Mörk: Mörketing, Neumarkt

Chapter 14 in B2B Marketing, 2021, pp 343-366 from Springer

Abstract: Abstract Content is elementary for every communication measure, is expanded daily, and is subject to constant change. In the introductory section, the article explains why content has changed a lot in recent years and why it often no longer functions as usual today. Today, we can play or place content on over 8000 ( https://chiefmartec.com/2020/04/marketing-technology-landscape-2020-martech-5000/ . Accessed: April 27, 2020.) different marketing channels/technologies. In addition, adblockers, firewalls, the explosion of touchpoints, and scarce time reserves in the target group make things more difficult. It is questionable which content in today’s content overload still has a chance and how it can be successfully placed with a target group and within the search engines and channels. The CCCM (Contingency-Centric Content Management), which is also based on behavioral psychology and belongs to the category of soft-selling, is considered promising here. This content shows that psychosocial benefits for customers can often be more relevant than factual-functional benefits (Esch 2016). The application increasingly uses industry-relevant information from the legal-political environment, the trend toward further education, and the social environment. The company positions itself as a knowledge pioneer and supporter with concrete benefits for the target group. In extreme cases, the company even protects the target group from legal consequences. These measures create a high level of trust among the target group and ultimately ensure higher sales of the company’s products/services. In this article, it will be shown how this has already been successfully implemented in practice and how smart content marketing works against content overload.

Date: 2021
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DOI: 10.1007/978-3-030-54292-4_14

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