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Content platforms
July 2021 in Distribution and Discovery


Of course, Instagram, YouTube, Twitter, LinkedIn, Pinterest and many other platforms are part of the standard repertoire of content marketing. No wonder, because there is already an audience there that marketers can therefore reach more easily and quickly - provided they have the right content.

But what if none of the known platforms offers the right environment or the necessary possibilities?

Why social media in particular should not be the only platform is answered below.

In these cases, it may be worthwhile to offer your own, very focused solution and implement it via your website. In addition, there are several other platforms outside of Facebook and Twitter that are just waiting to be conquered by you.


In the following sections, you will find that you already have a content supply chain with your company that will not leave you out in the cold. First trust your gut feeling and write about the topic from your company that you yourself are most interested in, that has exhilarated or surprised you.

Content seeding

Use platforms to draw attention to your company in terms of content and information. Scatter your professional articles, short comments, picture and video files like small seeds on a huge flower bed. Just like flowerbeds, you don't have to do much more with good content than watering from time to time, pulling weeds and really only fertilizing when the soil is chalky.

Next to your flower bed is a small sign with your company's address and perhaps an explanation of what you grow. Passers-by will associate the colourfulness of the plants with your company and perhaps stop by your shop to learn more about the wonderfully fragrant flowers.

Just don't forget where you have scattered your content, and check on those sprouts regularly.

Takeaways Content-Seeding

  • So you already know that getting side tracked is not the only answer to successful content marketing.

  • Many platforms can be managed by yourself.

  • If you distribute content widely, you need to keep track of it!

  • You want to learn more about the possibilities of content seeding? Then take a look here!

Corporate Blog, Opinion Articles and Professional Articles

The corporate blog is one of the most important channels for content marketing. You present yourself as an expert in your industry and can answer specific questions at length. Writing blog posts will automatically generate new ideas for your other channels. For example, a blog post can be supplemented with a YouTube video or an Instagram survey.

In the best scenario, the blog articles come not only from your marketing team, but especially from all your colleagues. Also guest contributions from suppliers, bachelor students as well as colleagues from abroad make your corporate post more colourful and entertaining. A corporate blog complements the usual press releases that are not read by all members of your interest group and do not provide for dialogue.

These could be topics on your corporate blog:

  • Colleagues from different departments talk about their everyday life
  • Sports events and sporting successes of the company are celebrated
  • Short profiles of different locations or subsidiaries are presented - perhaps with video messages?
  • Actions for a good cause should definitely be commented on
  • Product presentations
  • Share impressions from trade fairs or other events
  • Celebrate company anniversaries
  • Comment on awards and certificates
  • Use the blog for timely crisis PR
  • Let the management write

The more colourful the bouquet of topics and the more diverse the team of authors, the greater the added value for your readership.

Benefit from the comment function, shares and likes under your blog articles and turn this communication channel into an in-house dialogue platform.

Search engines love blogs! Information-rich, newly posted or regularly updated content is rated by search engines as relevant for users and customers, and they rank your blog higher. In the best case, this generates more traffic to your homepage, and in no time you have the numbers your management requires recognizing content marketing as an effective communication tool.

However in addition to the corporate blog, you should continue to publish commentaries and articles in specialized media. You can analyse technical issues excitingly, offer solutions to challenges in your industry, or comment on developments that affect your company or your interest group.

Takeaways: Corporate Blog & Dialog

  • ✍

    If you want to appear as an expert in your industry, you need a corporate blog.

  • ✍

    The more varied your topics and your team of authors, the better!

  • 📣

    Find out what your multi-channel storytelling could look like here.

FAQ, Knowledge-Base, Course Programmes, Podcasts

Content marketing helps you position yourself as an expert and, above all, as a trusted advisor to your target group. What could be better than your FAQ?

An FAQ can be the first contact between the company and the outside world. Some people want to get information before they pick up the phone or write an e-mail.

You can get the content from your colleagues in sales and customer service, from surveys and, of course, from the topics and questions that are searched for most, in search engines.

A knowledge base is also useful if the product range and services you offer need explanation and are diverse. It is generally ok, if you don't want to explain and reveal the topics in detail.

Who uses an FAQ or knowledge base?

These could be existing customers who have problems or questions about the product, delivery conditions, warranty and service.

Or future customers who want to know more about the product and service, but are still hesitant to ask you the questions directly.

Or perhaps specialist dealers or suppliers who want to find out more about your processes. With an FAQ or a knowledge database about your processes, you provide an initial insight and relieve your colleagues in customer service.

You will not only be perceived as a technical expert, but also as someone to turn to instead of being forced to rely exclusively on third-party sources.

Even if you go the extra mile with a knowledge base, a glossary or an FAQ - it pays off in the end. This is also because new entries are always being added. This creates new content regularly, which in turn is evaluated positively by search engine algorithms.

Above all, your stakeholders feel that their needs and questions are taken seriously. FAQs and knowledge bases are confidence-building instruments!

The next level in your external perception as a subject-matter expert are course programmes, workshops or seminars.

Customers who invest in machines or software that require explanation do not want to end up in your hotline because of every other error message. So accompany your customers when they take the step into self-employment and train the operating personnel or the users.

The same applies to traders or suppliers, should the work process involve the use of certain ERP systems or your platforms.

All these services can be perfectly held or prepared online. There are now many training tools that you can be used for this purpose.

Content for the ears: the corporate podcast

Podcasts have been springing up like mushrooms for a few years now. This is because the audio formats significantly shorten traffic jams on the motorway or make the long journeys on the train, short. Not only entertaining but also informative, podcasts are becoming more and more popular.

Especially technical and scientific podcasts that publish specific niche topics have an eager audience. Knowledge is conveyed in podcasts in an entertaining and understandable way.

Podcasts are thus the digital evolution of radio, with divisions in listener preferences.

You can invite experts on specific issues or ask colleagues who have been with you for 15 years about the development of the company. Or you can have the managing director and the trainee discuss all topics in the podcasts.

You can stream and manage podcasts via your website or via various streaming services.

Takeaways: Knowledge & Expert Content

  • ✍

    Customers, suppliers and your customer service will appreciate a good FAQ.

  • ✍

    Course programmes and seminars build trust with your customers!

  • ✍

    Technical and scientific podcasts create easy access to complex topics.


The linchpin of your company's digital visibility is your website. It is the shop window into the heart of your brand. With this digital business card, you inspire customers and employees alike.

Your users, customers and the general public will find everything they are looking for here. Be it the product range, the overview of services or FAQ and knowledge databases.

The service hotline and contact form are easy to find. Your blog is just as much at home here as job advertisements and the opportunity to register for the newsletter. Journalists and media representatives can quickly find the latest press releases and register for additional image and video material in the newsroom.

You show your locations worldwide, introduce colleagues and management.

Use the communication independence on your website and portray the individuality of your company fully. Show the difference through carefully crafted video material or a separate training room for your customers or suppliers.

Or release whitepapers, studies and exciting product presentations through prior registration (lead generation).

The entire external perception of your company on the Internet starts here. The website is your content hub.

From here, you control social media interaction, link forum posts and embed YouTube videos.

Another advantage that is often overlooked: All the data and information that comes in and goes out via your website is yours.

To illustrate this once again, it is worth making a direct comparison with social media.

Takeaways: Corporate Website

  • ✍

    A website is more than a blog and the hotline - but both must be present!

  • ✍

    White papers and studies secure leads

  • ✍

    Think of influencers like journalists and opinion leaders

  • 📣

    You don't know which CMS suits you best? Talk to our IT experts!

Social Media Networks

With a well thought-out content strategy, you can increase your brand awareness via social media. Often you join an already existing community. New accounts in particular are pushed by algorithms and receive a lot of attention.

Moreover, on these platforms, it's dead easy to enter into an exchange with your fans and build up an audience.

Find out in advance which social network your customers and target groups are on. You can extract a lot from the data provided by Facebook or LinkedIn. The big networks do the target group analysis for you automatically. All you have to do is post funny pictures, emotional videos and authentic content.

Show the human side of your brand.

Unfortunately, there's a catch. Because you only rent the success on social media. Neither the followers nor the reach nor the likes are really yours. Your company account or your profile is nothing more than a nameplate on a skyscraper with a zillion floors.

Your landlords (in this case, the major networks) can demand to be let into your apartment at any time. They can order "repairs" that make no sense to you at all and which actually hurts you. In addition, craftsmen in the form of service providers run through your apartment every day.

Social media behaves in a similar way. You pay your rent in the form of data. Like many tenants, you're bound to ask yourself whether it's not better to invest in something of your own in the long term.

We all know that building a house or renovating one also involves cost traps. That's why there are experts who can help you build your own four walls.

With rental agreements, as with any other social network, it all comes down to the conditions in the end, eventually becoming a very successful connection.

Takeaways: Social Media Networks

  • ✍

    Use the reach and existing communities for your success!

  • ✍

    Show the people behind the brand.

  • 📣

    Our social media team will show you how to surf the algorithms!

Video Platforms

On the one hand, video platforms are part of social networks, but on the other hand, they are also part of search engines. In fact, YouTube is the second largest search engine in the world.

You should definitely use this reach to engage your customers and target groups and share exciting content and formats about your company and brands.

Meanwhile, there's hardly a story that can't be told. Whether it's videos with Pets, Production Lines, Fails - people like to be entertained.

We all get caught up in a web of content and information. At the same time, we have a thirst for new adventures, memorable facts, and the deep sense of connection on the web.

Video formats cover these needs and, thanks to smartphones, are very quick to create by yourself.

Topics that work well on YouTube are:

  • Q&A
  • Events (Live broadcasts of discussions)
  • Tutorials/How-to
  • Product testing (something for your development department?)
  • Behind the Scenes
  • Podcasts
  • Animation

Whether you post your formats to YouTube, TikTok or Byte is up to you and your audience.

Takeaways: YouTube & Video

  • ✍

    You want to be found on YouTube!

  • ✍

    Your videos are not shown in the daily news, so: buckle up to fill the gap!

  • ✍

    The variety of topics is just as large as for the corporate blog

  • 📣

    You would like technical support? We will be happy to put our experts at your disposal

Communities, Forums und Peer Groups

As a brand or business, you should thoroughly understand and know your community and your customers' peer groups.

A community corresponds to what you know from classic PR as "Partial Public" or "Stakeholder". Partial public means a group of people who 

  • Engage with a topic or product or share common interests
  • Have different opinions on the subject
  • Interact with the company or with other members of the community

On the outside world, this can be the neighborhood, the toddlers' group or all the members of a sports club. Online, communities are created through social media structures. For example, you don't necessarily have to be a member of a Facebook group - it's enough to "Like" a company page or a post. In this way, you show your colors and are part of a large community.

But your company also has a community or various partial public. At this point, it should also be emphasized that you as a company cannot determine who belongs to it or not. Therefore, you should not talk about target groups at this point either. However, personas can help you later, to better manage communication with your partial public.

Your community consists of all stakeholders in your entrepreneurial environment,

  • Colleagues
  • Management
  • Suppliers
  • Shareholders
  • Customers
  • Applicants
  • Former employees
  • Media
  • Journalists
  • Bloggers
  • Competitors

Online, you meet people as readers of your blog posts, as commenters, as "haters" or "trolls," as fans and followers on social. Or as users of various forums.

Special forums and platforms are used for exchanges about your brand and your products. Look, listen! You don't necessarily have to actively participate yourself. This can even severely disrupt the neutral exchange between the individual members of your community. It takes a certain amount of composure to hand over control of the communication and critical discussion of your brand into the hands of third parties. But in the end, it pays off because you signal that the opinion of your community really matters to you.

Let your community help shape your digital world!

The longevity of forum communication is particularly noteworthy. Especially with more complex topics or products, posts are often displayed that are already several years old.

Everyone probably has a favourite already, because of a thread from the year 2002 that provided the solution to their own problem!

Always understand constructive criticism, even in forums, as a kind of free quality management. When people take the trouble to point out potential for improvement, the bottom line is that they are convinced of you and want to support you. Another advantage of forums (digital and on-site) is that no one hides in an echo chamber or filter bubble. Those who engage in forum exchanges can't help but confront their own issues and question their own stance on them. This process welds the community together.

What do Peer Groups do?

Peer groups are much more homogeneous than communities or forum members. The term from social psychology is mainly used for teenagers and young adults. Here, people of the same age and like-mindedness come together and influence each other. We all remember the fraternity in our school and their behaviours.

As adults, we may no longer be in a fraternity, but are influenced by our closest caregivers - family members, close friends, partners, children and colleagues - especially in our purchasing decisions.

A shared understanding of values and a sense of "we" are also important here.

As consumers or users, peer groups are our own personal influencers.

When and why are these primary groups important for you as a company?

If there is frequent interaction within these peer groups, a lot is done together and, for example, joint successes are celebrated, then the purchase decision will be influenced by the peer group. Who hasn't asked friends or other reference persons for advice before buying a car? Or before trying out a new hair color at the hairdresser?

Services or products that require explanation in particular benefit from the mechanisms that operate within a reference group.

This is where your content takes hold. Share test results, awards, and successes to bring your company to the attention of your potential customer's peer group.

Takeaways: Communities

  • ✍

    Get noticed by more people than you realize at the first moment

  • ✍

    Critical comments show you solutions and potential for improvement

  • ✍

    Forums provide endless content!

  • 📣

    Would you like to know more about your target groups or recommendations for forums and discussion groups? We are happy to help.

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