«Content is King»: This quote by Microsoft founder Bill Gates from 1996 is more relevant today than ever. Content is more than the heart of marketing- the quality of content determines the success or failure of marketing measures. While first-class content can help even mediocre marketing strategies succeed, poor content can doom even the best strategy to failure.
The shift from traditional, direct product selling to «story selling» has long since begun, paving the way for selling products- as well as services- through stories. In addition, companies build greater brand loyalty because companies with interesting stories are more interesting and relevant to people.
People love good stories, so that means that companies need to become storytellers. But how can a brand specifically plan, or rather tell, creative, authentic and purposeful stories? The well-known and classic editorial plan is only one tool- but how do you even fill one? And how do you avoid simply rushing from one editorial plan to another?
The answer lies in strategic content planning: the ability to plan content for the long term makes daily work easier for those responsible for content, and not only excites people, but also search engines - because search engines love good stories, too. Long-term planning also creates more resources for content creation, which benefits quality. In addition, good content with an exciting story increases the chance of the posts going viral and therefore attracting new customers.
Thomas Besmer, also lovingly named"Besmo" amongst his colleagues, is an old player in the digital business – he has been playing in the online industry since 2005. His CV includes positions at AZ Direct, CSS Versicherungen, Farner Consulting and Comparis, before he joined the Hutter Consult AG in December 2017. In his capacity as Senior Consultant and Head of Consulting, 'Besmo' is responsible for comprehensive consulting activities with a focus on analysis, business development and the further expansion of our agency services.
As a father of two, he never gets bored. Whether it's building Duplo trains or spending hours digging. Yes, digging - you read that right ;-). There is and will be a programme after work. And even if the quiet minutes have become significantly less, he enjoys every moment with his family. Some of which he also shares in his podcast «Die Mustergatten».
Branding and digital marketing? These are Anne's passions, which she has been able to successfully implement in companies with a focus on jewelry and watches in the luxury segment over the past few years. So it's no coincidence that the Luxembourg native completed her master's degree in International Luxury Management after earning her bachelor's degree in media management with a focus on PR and communications.
From Cologne, to Reims (France) via Milan, Anne finally arrived in beautiful Switzerland and (luckily for us) plans to stay here. Nevertheless, she is always drawn to faraway places where she can really experience nature on her self-planned road trips, like Iceland or British Columbia. At home, she also likes to be in nature. Then with her dog Ellie, who follows her only in Luxembourgian - and no, it is not a fantasy language.
Besides her mother tongue, German, English and French, Anne loves to speak GIF - and this over whole conversations!