Structured Approach for Topic Finding

Thomas Hörner ()

Chapter Chapter 7 in Advertising Impact and Controlling in Content Marketing, 2023, pp 105-122 from Springer

Abstract: Abstract Content marketing does not have any directly advertising content. It does not talk about products, brands or companies. The selection of content marketing topics is rather guided by the interests of the customers. Content Marketing informs, helps or entertains in a more editorial-journalistic sense. Suitable topics for content marketing can be found in marketing practice, for example, with the life area association method or the personified product method. Online tools can also support topic finding. Finally, the found topics are selected and prioritized with marketing objectives in mind.

Date: 2023
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DOI: 10.1007/978-3-658-40551-9_7

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