Asset protection in Mauritius is well known due to a stable and balanced legal system.

The following describes what constitutes trust in Mauritius and a foundation in Mauritius, as well as what advantages they provide to the trust manager, the founder of the foundation and the beneficiary. We will study together how to create trust and foundation in Mauritius, and what requirements need to be met in order to establish an offshore trust or foundation.

Creating an offshore trust in Mauritius

The following describes what constitutes trust in Mauritius and why Mauritius is a favorite place for offshore founders to create a trust. The purpose and types of trusts in Mauritius are described, as well as the main advantages of trusts in Mauritius. This section can serve as a guide for potential offshore founders when deciding on the most appropriate jurisdiction. It should be noted that the founders need to clarify the distinction between offshore and offshore trusts: in an offshore trust, assets are stored in another country, and the trust is created according to the laws of an offshore jurisdiction. Learn more here https://offshorecitizen.net/offshore/asset-protection-trusts/.

What is a trust in Mauritius?

A trust in Mauritius must have a trustor, a trustee, beneficiaries and a guarantor. The founder must be an authorized person during the creation of a trust, and the trustee must be of full age in his right mind, who in good faith disposes of the founder’s assets. The main obligation of the trustee is to fulfill the requirements contained in the declaration of trust in the interests of the beneficiaries. The guarantor monitors the trust’s activities and ensures that the trust declaration complies with it, and also ensures that the trust functions in a satisfactory manner. The created trust does not acquire the qualities of a legal entity but allows the founder to transfer its assets from personal property to the ownership of the trust.

Trusts in Mauritius are governed by the Mauritius Trusts Act 2001, which allows for the creation of offshore trusts of various kinds, namely discretionary, charitable, targeted, commercial and foreign. The existence of trusts in Mauritius is 25 years for charitable trusts and up to 99 years for all other trusts. One of the prerequisites for creating trust in Mauritius is an oral or written statement of such an intention. However, trusts must be registered with the Financial Services Commission. Trusts in Mauritius provide a high degree of confidentiality in terms of the founder’s and beneficiary’s personalities, the avoidance of the right to an obligatory share in the hereditary mass, the possibility of moving a trust. In addition, charitable trusts are exempt from taxation.

Why create an offshore trust in Mauritius?

The activities of trusts in Mauritius are regulated by the 2001 law on trusts. Here it is allowed to create trusts, both residents and non-residents, which indicates the intention of the legislator to make trusts accessible to all. The confidentiality of trusts in Mauritius is protected very strictly, in accordance with the law of 2001. There is no requirement to disclose the beneficial owner. In addition, if a trust is created by a non-resident of Mauritius, then it is exempt from taxation and may not be registered. Mauritius occupies one of the first places in the world in the number of offshore entrepreneurs, signed agreements to avoid double taxation with China, Singapore and India, which opens up investment prospects on an international scale. Trusts in Mauritius enjoy a high degree of anonymity. Mauritius is a stable and well-developed financial center where you can safely place your assets. Asset protection in Mauritius is well known due to a stable and balanced legal system.

Assignment of trusts in Mauritius

– Asset protection – usually trusts are used by rich people to efficiently manage their property

– Planning of inheritance – the founders want to freely dispose of their condition, avoiding the right of heirs to an obligatory share in the hereditary mass

– Benefits for children

– Benefits for employees.

Types of trusts in Mauritius

The most popular trusts in Mauritius:

– Discretionary trusts

– Charity

– Trust Trusts

– Commercial trusts

– Foreign Trusts.

Advantages of offshore trusts in Mauritius

– High degree of confidentiality – disclosure of the identity of the founder and beneficiaries is prohibited

– Effective tax planning

– Low trust creation costs

– Protection from creditors

– Asset protection – claims against assets can only be brought in the first 2 years after placing them in a trust

– The costs of creating a trust are small

– Minimum trust registration and reporting procedure

– Property Management.

– The absence of the right to an obligatory share in the mass of hereditary

– Trusts created by residents use agreements on the avoidance of double taxation

– Trusts in Mauritius can be created both by residents and non-residents

– According to the Mauritius Trusts Act (2001), a founder or trustee may also be the beneficiaries

– There is no need to register a declaration of trust.

Creating an offshore fund in Mauritius

What is a foundation in Mauritius?

To create a foundation in Mauritius, 4 basic elements must be observed. First, the founder of trust management is necessary, i.e. The person initiating the creation of a fund The beneficiaries are the second element of the fund. In addition, the fund needs a guarantor (with the same functions as in the trust). Finally, board members monitor and control the fund. the work of the foundation. Funds are usually created when jurisdictions do not fully recognize trusts. Funds in Mauritius are an excellent means of effectively managing assets and assets.

A distinctive feature of the fund is that it acquires the rights and obligations of a legal entity immediately after its creation, which allows the fund to own many companies, act as a plaintiff and defendant in court and enter into agreements with third parties.

In the near future, a law on foundations of 2009 will be adopted in Mauritius, which will ensure the availability of a regulatory framework for foundations, as is already the case for trusts. The foundation in Mauritius is the same trust that has the status of a company and is an independent legal entity.

Types of funds in Mauritius

– Public fund – created by families, groups, etc.

– Private fund – created by private individuals, usually they are represented by private investment funds.

– State Fund

– Mixed Fund – can be created by any of the above-mentioned persons, has properties of a trust and is liable in the amount limited by the guarantees of its members.

Foundation Assignment to the Marshall Islands

– Asset Protection

– Efficient property management

– Protection against claims of creditors

– Protection from the unstable political situation

– Tax planning

– Centralized corporate control

– Profit participation schemes for employees

What assets can be held in an offshore fund in Mauritius?

– Investment portfolios

– Real Estate

– Intellectual property, including patents and copyrights

– Shares and securities of private and state companies

– Bank deposits

– Life insurance policies

Advantages of an offshore fund in Mauritius

– Are legal entities and can enter into agreements with third parties

– Can open bank accounts

– Tax haven

– Ensuring strict confidentiality

– Formation and development of relations with the state and the public

– The strategic geographical position contributes to the development of international relations and relations with other countries around the world, with the result that the fund is located within the international financial center

– The requirements for the foundation are fulfilled in the same way as in the declarations of trust, reflecting the requirements of the founder.

Success control in content marketing: the one-eyed blind man.

Why do not companies invest in success control in content marketing? I want to start my blog post with a very striking parable:

You design a very nice flyer on which, say, you want to present your favorite recipes for your friends. After you put a lot of creativity and brains into the design, you are ready and give the command for printing. And that’s it. They do not care about your flyers anymore. You do not know if someone else takes it out of the printer and distributes it or if your lovingly designed recipes just end up in the trash! You’ve put valuable resources into this little recipe project, without checking whether your friends are interested and whether they like it. If in doubt, no one has read your prescriptions and you’ve wasted your time. But the really curious thing about our little story: you do this again and again!

Sounds absurd, but that’s exactly what the Digital Entrepreneurship Study 2015 of The Digital is about controlling the success of content marketing strategies in companies. Funds are to flow to integrate content marketing into the marketing strategies of the companies, but no funds should be invested in the success control.

Something is going wrong here!

On what fundamentals exactly do companies want to build their content marketing, if not over the traditional “trial and error” principle? Where would you like to start in order to optimize your strategies or to exclude ineffective ones? How do companies want to know what the target group likes? Or which way generates new leads, Facebook likes or actual sales? Is it the whitepaper or is it just the look behind the scenes? Or the last blog post on the corporate blog? Which platforms are suitable for the content and how often should they be made available and when? Nobody will know without adequate and continuous performance management!

Furthermore, the question arises on which basis these companies plan their content marketing campaigns? If you do not want to control if the target audience is attached to your ideas, then you may not even identify a target audience? Or what about the KPIs? Is there simply none? Why define content marketing metrics if you do not want to evaluate them to see them in a larger context? Success control in content marketing is mandatory!

The one-eyed among the blind

Anyway – it’s definitely not enough just to throw content into the ether! In order to be successful, content marketing also relies on the action-reaction principle. One could talk about a content marketing lifecycle that closes only when it’s clear what content marketing has brought the company. A successful content marketing lifecycle can be built by not simply starting, but by strategic content marketing, the goals set, operationalized and measurable and the Zielerreichungsgrad.

On the one hand, strategic content marketing consists of the content marketing strategy including all operationalized elements. On the other hand from operative content marketing, the practical implementation of the previously defined points in various content formats. This includes the ongoing provision and interpretation of analytical data and the readjustment when creating and promoting their own content. Successful content marketing is basically inconceivable without such performance management. Because it helps to find out what kind of needs the personas have and in what form they can be satisfied.

Basically, the result of the above-mentioned study is that all companies investing in continuous performance management will be a step ahead of the pass-the-buck!

Topic finding in the customer magazine – for beginners (and professionals)

Your web presence is up-to-date and mobile capabilities. The product catalog is up to date and professionally produced. But you have not dared to make a customer magazine yet? Although it should be a strategically important element in your communication. Why, as Heike Discher puts it in her blog post “What makes the print so valuable” convincing.

But you think too many reasons speak against a magazine. Because…

  • … we do not have enough topics for a magazine.
  • … our customers already know everything about us.
  • … we always have to tell the same thing.
  • … everything important is on the website and in the catalog.

If that’s your case, then I have good news for you: It’s not true! And I’ll show you step by step way.

Thesis 1: We do not have enough topics for a customer magazine.

If this objection were correct, there would be magazines in Germany neither at the kiosk nor in the companies. The fact is: in 2015, according to the Association of German Magazine Publishers ( VDZ ), around 1,600 consumer magazines were published. And almost 33 million Germans read magazines several times a week, reports the statistics portal statistic.

The Allensbacher Markt- und Werbeträgeranalyse (AWA) 2016 showed that interest in magazines also extends to corporate publications. Five of the ten fastest growing print magazines in Germany belong to this category, according to the specialist portal cpwissen.

But what distinguishes successful customer magazines? The business journalist and author Bettina Blaß sums it up with a buzzword: utility.

You create this value by focusing not on your product or service, but on the reader’s interest. Means: Do not choose your topics primarily from the point of view, which – superficially – helps your sales. Think about what is important and interesting for the reader.

At first glance this may be hard to swallow – after all, the magazine should help strengthen your business. But the reader knows no mercy: He is not interested in another advertising brochure. And what he does not care about, he puts aside.

But how do you find out what is important to the reader? How do you get to the topics?

A few suggestions:

  • Barbara Hallmann from the Deutscher Journalistenkolleg has a suggestion that is as simple as it is good: ask your family and your circle of friends and acquaintances. What would people like to know about your industry and your business?
  • Listen in to your business. Feel your customer advisors, the service team, the salespeople and hotline employees on the tooth: What do customers ask? What one wants to know interests many others as well.
  • Take a look at similar magazines and magazines – certainly those of the competitors! Read them critically with the glasses of an outsider, not an insider: What do you like, what not? What could be done better? What is missing? Here, too, ask outsiders for their opinion.
  • Do not think about the product “around the product”.
  • Set communication goals so as not to lose focus when selecting topics. Stephan Tiersch has explained in his two-part blog post “Why many communication goals are not” in detail how to proceed here.
  • Talk about people, not about machines – or if, then about people on the machines …
  • Whether they are PR or marketing colleagues or outsiders, they need people who stay on the ball, who regularly tap into topics and follow them on. Set up an editorial office to collect and coordinate contributions and ideas. How often the round comes together, of course, depends on how often your magazine should appear. A well-made magazine that comes out three times a year is better than one that appears every month but is bloodless.

Thesis 2: Our customers already know everything about us.

You know your industry, know about new products and background information. But your customer does not have this expertise. He does not have to. He does not want. He wants to have the secure feeling of being in good hands in your company, with your employees, your products or services. The magazine aims to create an emotional bond with the help of good stories.

How do you find these stories? The following questions will help you:

  • How is your product made? Let the reader look over your shoulder.
  • Are there any new trends? What do you make of it? Make an assessment. An important help for your customers. Because you are the expert.
  • What experiences have customers had with your company/products? Let her tell.
  • Who and how are your employees? The youngest, the oldest, the most dedicated …
  • Is the company socially engaged? In sports? For children? For nature?
  • How do you keep up with the training? Further education? Training?

Thesis 3: We can not always tell the same thing.

Themes never stop. Be it new technology, new developments, new trends: the topic may remain the same – but not the story. Staying on the ball is, therefore, a must for you or your editorial team.

A few tips on how to do this:

  • Google Alert, for example, keeps you up to date. Just enter a search term there. This research tool then sends you a notification by e-mail if there is something new about your term on the internet.
  • You can also rely on other search engines when searching for topics and content on the Internet. I admit: Google is probably our favorite search site. But changing perspective can sometimes be helpful. An overview of 25 search engines and how they work, for example, provides the magazine t3n.
  • When it comes to industry knowledge, specialist forums are suitable for topic search. When it comes to finding out what (potential) customers are saying, evaluating social media channels like Facebook, Twitter, Google + and more. helpful. Ideal, of course, if own channels are available. They offer the possibility of market research live.
  • How professionals, that is journalists, research topics, read in the blog article of Mechthild Wachter “Why Googling is still no research. “

Thesis 4: Everything important is on the website and in the catalog.

The magazine has a completely different task. It is more than another information channel. It should also entertain, provide stimulus and benefit, draw a picture of the company. Serve the reader in the magazine interesting, funny, curious, useful and human around your company, your products, your customers and employees, about trends and news.

“Print is perceived as more valuable than digital,” says Joe Pulizzi, founder of the – digitally oriented – Content Marketing Institute in Cleveland. Nevertheless, do not forget network print with the other channels. Many stories can be continued on the company website or on a specialized topic site or content hub, with links to more information, contact addresses, video and event photos, and so on. That’s how your magazine attracts attention, creates engagement – and ideally guides your readers to your website – and ultimately to your products or services.

Conclusion: there are topics. Especially if you have the courage to focus your magazine on your readers instead of seeing it as a better channel for advertising messages. Of course, it makes work to collect topics, sift and implement. But it’s worth the effort. If you run the magazine journalistically – and not sales -, use a living language, stay close to the reader and provide it with useful content, he will gladly reach for it.

Content Marketing Trends 2018 – What's new and what's left?

201712KD Blogbeitrag Content Marketing Trends 2018

Well, how long have you kept your good intentions for the year 2017? The participants of the study Content Marketing Trends 2018 obviously took our blog post from last year to heart: All participants stated that their company has a content marketing strategy. However, only 14 percent have a fully developed and functioning strategy. And the others? For the majority, the strategy is still under construction, with around one-third of respondents saying that they are dissatisfied with the existing strategy. There is still room for improvement for 2018!

As is often the case with good intentions: most of them are still valid next year. Nevertheless, we looked at each other: What are the Content Marketing Trends 2018?

Purpose 1: Invest in content quality

Improving content quality is a key task for 98 percent of respondents in the New Year. What a confession! If you want to achieve success with content marketing, you first need a strategy and goals – only then do you use your budget and resources as effectively as possible. An important part of the content marketing strategy is the development of personas. This ensures that the content is relevant and useful – either satisfying a reader’s need (pull content) or awakening (push content). In the English-speaking world already a big topic: the optimization of content in terms of voice search. Maybe you’re one of those who uses the voice commands “Okay Google” or “Hey Siri”?

Resolution 2: More videos, preferably live

We have already predicted this for 2017. But this trend will intensify even more in 2018: videos. The days when it took an expensive camera to make a good video are over. A smartphone and a tripod are often enough. According to Facebook, live videos are particularly popular with users. They are viewed more frequently and commented ten times as much. What also eliminates this is the elaborate post-production. All the more important is a good planning in advance. Bad light, noise or an unstable internet connection are just some of the technical hurdles that must be circumvented. In terms of content, you should also think carefully about what added value the live video offers the viewers.

Resolution 3: Expanding the Reality

Since September 2017, there is “IKEA Place” in the AppStore – an augmented reality (AR) app, with which you can virtually place furniture in your own home. By the end of 2018, there could be 800 million smartphones around the world supporting sophisticated AR applications. The depictions are already amazingly realistic. That’s why Deloitte predicts the big breakthrough of augmented reality for 2018.

Intent 4: Content over the whole user journey

The importance of content marketing will continue to increase. Companies can come into contact with the users via suitable content, arouse their interest and finally build trust. A common mistake made by companies is to focus on users who are still at the top of the sales funnel or have long been customers. The intent is therefore to provide relevant content for users at every level of the user journey. Neil Patel goes so far as to say, “Content is the fuel for the Buyer’s Journey.” Sounds logical: if the fuel runs out while driving, you will not get to the finish, or there will be no conversions. So plan the content strategy along the whole funnel.

Resolution 5: Collaborate with influencers

“Influencer Marketing” is the buzzword 2018. A recent study proves: Influencer marketing works. And especially with young people. In the age group of 14 to 29 years, every sixth German online user has already bought products that he had previously seen with an influencer. Do not forget: Transparency is king! The users want authentic, transparent brand messages. If the product is to be housed only indiscriminately with as many Instagrammer with as many followers, then that brings nothing. It is better to carefully choose micro-influencers with fewer but dedicated followers – especially for niche products.

The conclusion of Content Marketing Trends 2018:

Despite all trends, one thing remains crucial: the communication mix. And the interlocking of the different channels. In a digital customer magazine, Facebook or Instagram can be integrated into the concept, as well as the cooperation with influencers. A valuable supplement is a print magazine with a personalized address, a newsletter or a live event in which the smartphone is included as a video camera. There are many possibilities – what are you trying out in 2018?

From customer magazine to content marketing: you should pay attention to this

It’s striking that most authors base their thinking and content marketing theorems on a kind of zero situation. The most important target group seems to be the marketing directors of online start-ups. Those who are just starting to rebuild their marketing fundamentally.

Many mature companies, on the other hand, have questions that can not be solved easily with common blueprints. There was already marketing with content operated long before it got the name Content Marketing.

Marketing with content has been around for a long time

In such companies, there is a regular customer magazine as well as a website with narrative elements and a Facebook page. Even e-mail newsletters and press distributors are not inventions of the content marketing age.

Of course, the decades-old customer magazine is an instrument of content marketing. In fact, print magazine has produced content marketing, not the other way round. But be that as it may. Today’s content marketing has grown into other functions, such as SEO, PR 2.0 and reputation management.

Overcome silo thinking

Companies that have been marketing content for a long time and want to take these new features with them are facing different challenges than the start-up. The boundaries between marketing, corporate communication and sometimes even human resources that have been established for years cannot be overcome in a coup d’état. But they hinder the free flow of content. In addition, personnel responsibilities are mostly distributed by channel. Colleague Müller is responsible for the print magazine, colleague Meier for Facebook. The website looks after IT. This results in silo thinking, thematic individual courses, and inefficiency.

One short-term approach to this dilemma is to first focus on one of the existing channels. Due to its high content density, the printed customer magazine is ideal for this. When preparing each issue, large quantities of material are usually researched, viewed and utilized. In addition, seasoned print editors have always been used to thinking in stories and consistently putting themselves in the reader’s seat.

The customer magazine as a starting point for content marketing

With explanations about personas, communication goals, topics etc. you do not have to spend much time with experienced editors. In any case, shorter than it takes to teach editorial work to an SEO specialist …

So why not make the customer magazine the core of the content strategy? In the first step this means:
– Expand topic planning to social media channels.
– Think beyond the traditional journalistic formats when transposing them.
– Always think about seeding in addition to long formats and also work up the content in short formats such as infographics, top ten lists, short presentations, tip boxes, and picture galleries.

Changes in structure and processes are inevitable

That looks still manageable and can work in conjunction with a certain social media management quite first. However, this entry also means changes in workflow and responsibilities and must be well planned.

However, a complete interministerial revision of the structural and procedural organization will become inevitable for a really efficient implementation. Because turning away from channel-specific and turning to a topic-specific way of seeing and working brings about a paradigm shift in the entire professional communication work.

What is Content Marketing?

Tips for a lean start to success measurement

For many companies, measuring success is still new territory. They find it difficult to find the right measure in dealing with key figures. Often the motto is “completely or not at all” – big data or blind flight. The truth is, as so often, in the middle. Find out here how to get as streamlined as possible into the analysis and control of your content marketing and which key figures you really need.

Especially small companies and startups like to orient their marketing activities to “prominent” metrics, which can be determined without much effort, eg visitors to the website, like on Facebook or clicks on Youtube. Each of these values can be music in the ears of a marketer but does not yet give a realistic picture of how successful the content really is from a business perspective. Here’s an example: A whitepaper on your site is downloaded five times a day, and it’s well received on social networks. At first glance, a complete success, at least as far as the marketing of the content is concerned. However, their distribution comes to a sobering conclusion: the leads that flush the whitepaper into your CRM are anything but qualified. This white paper turns out to be a flop from a business point of view, although it can be well marketed. Because it does not contribute to the sale of your product.

What do we learn from this? A measure alone is only part of the truth. To truly evaluate the effectiveness of your content, you need to measure and interpret different metrics in context. Especially at the beginning, it makes sense to concentrate on a few but relevant key figures and to expand them gradually if necessary.

“Lean” Content Scorecard for the start

The most important key figures for your success measurement can be divided into two areas: Key figures for the marketing of content and key figures for the purchasing process. Key figures in the area of content marketing describe the use and scope, or the distribution of content in the network. Purchasing process metrics, on the other hand, describe the customer contacts and sales generated by your content. For the sake of clarity, we map all key figures, broken down into areas of impact, in a Content Scorecard. In this example, for a B2B company offering, among other things, white papers and webinars on its corporate website.

Lean content Marketing_Gastbeitrag_marketing-with-content-Abb2

A Content Scorecard serves as a report sheet to measure the effectiveness of your content. He should be kept as lean as possible, especially if you are just starting to measure success. “Lean” stands for a lean system of few meaningful key figures, which can be optimized on the basis of experience from the live operation continuously.

Key figures for B2B Content Marketing

Start measuring content success at the lower levels of your scorecard, where it’s about tracking the use and reach of your content on the web: How is content consumed on your website or on social media? Is your content recommended or linked in social media? etc. On this basis, you then proceed to measure the impact of your content in the buying process: Does your content generate qualified leads? Does your content help you make purchasing decisions? etc. The most important key figures for your analysis are listed below.

1. Key figures for using your content

How many people have seen or downloaded your content?

  • Number of new vs. returning users who visit your content each day
  • Average time visitors spend with your content
  • Number of registrations and participants for events, eg webinar
  • Number of downloads (white paper, e-book)

2. Key figures on the recommendation behavior of content users

How many people shared or shared your content?

  • Number of links from external sources to your content
  • Likes, tweets, “+1”, shares on Facebook and other platforms

3. Key figures for lead generation

How many people who used your content became leads?

  • Number of Qualified Leads (Sales Qualified Leads, SQL)
  • Number of personal contacts with your sales department (customer calls)
  • Cost per qualified lead

4. Key figures on sales

How many people who used your content bought your product?

  • Total sales (online, offline)
  • Share buyers in the leads gained
  • The share of new customers in the purchases
  • Cost per purchase

Conclusion

Your content is not there just to be consumed. It should also spread on the net, generate leads and help to sell your products. Always measure usage in the context of “hard” sales goals that you track with your content. And that continuously. This is the only way to obtain sound advice on the return on investment of your content from a business perspective.

Is the core story in content marketing a big misunderstanding?

The core story is the proverbial core of strategic content marketing. It brings to the point what distinguishes the company or its products. Is it really like that?

Common schemata for designing a core story in content marketing are based on building the formulation of a corporate mission or on classic storytelling: who, why, how, what? The result of such a derived story puts the company and its products at the center. “We, the … AG, believe that … – that is why we produce products that … – with the result that …” Who makes such a story at the heart of his communication, will talk about himself in the sequence above all.

Above all, content marketing is one thing: user-oriented communication. This refers to the reader benefit. And this is not primarily to find out what distinguishes a particular product. In fact, the reader may even be looking for very different information, entertainment or entertainment. It is precisely this need that content marketing addresses with its content and directs it to the products that are to be marketed. This approach – orientation towards the reader’s benefit – must be consistently applied in the design of the core story. Only then can he consistently pass on the content cascade.

So what does a core story look like, which is consistently oriented towards the reader’s benefit, and how do you get to such a one?

In our experience, it’s often easier to get to the core story than the other way round. Take the fictitious example of a manufacturer of motorhomes. We introduce ourselves to his topics, like the headings of a print magazine. Which categories are interesting for the potential RV buyer and for the RV owner? On the other hand, we often have certain brand attributes, which of course must also be considered. The result of a corresponding creative process might look like this:

Topic 1: Wanderlust (longing, travel fever)
Topic 2: family (community, children, security, pet)
Subject field 3: Nature (sports, enjoyment)
Topic 4: Product (USP, Benefits, Specifications)

Of course, the product should not be excluded. Ideally, the reader reaches the point in the customer journey, where he is also directly interested in the product. The core story, to a certain extent, integrates the essence of all topics – their common intersection. To achieve this, it formulates a challenge or a problem, and the product acts as a solution. For example, according to this pattern (here it is more about the basic mechanics of the story, less about the linguistic elegance …):

“Those who are longing for wanderlust can often think of nothing more than the vast blue sea, majestic mountains in the sunlight, green forests, lakes, and rivers. Doing sports in the wild or with the whole family tree and on the go. Arrive when and where you want. The children can connect, the dog can walk freely. And if the weather does not play along: just drive on, facing the sun. We at Womo make sure that you are on holiday – in nature and yet always at home.
Our family-friendly RVs are characterized by their high variability, driving safety and energy efficiency. ”

Do you really need a core content marketing story?

Strictly speaking, an editorial team does not really need the core story. The topics are actually enough to derive topics and stories. Above all, the main benefit of the core story is that it expresses a certain attitude: the benefits orientation. The benefit of being able to experience yearning, planning the journey, coming up with new ideas is what the content and its sender donate. Incidentally, this also makes great motorhomes. The core story makes it clear that in future it will be written about mountains and the sea, about childcare on vacation, about sports in nature – and occasionally about how this becomes possible: with the camper.

For us, the presentation of the topics in the “content flower” has proven to be successful. The flower shows very well how to understand the core story: as a common intersection of topics. Each individual topic, each contribution can then be placed specifically in a subject area in the content production or in the intersection of several subject areas. The more topics covered, the more the theme of the core story is similar. The further one moves from the center to the outside, the more one pays only to individual aspects of the thematic cosmos.

Social Media Marketing: 10 valuable tips for your business

Kristopher Jones, CEO of LSEO.com and ReferLocal.com, gave a very interesting talk on social media marketing at the March 2015 online marketing rockstars conference. Before a company starts with social media, two questions have to be answered: 1. What goals would I like to achieve through my social media marketing? 2. Do I manage and manage the social media channels myself? And if not, do I hire someone or do I outsource social media marketing to a specialized service provider? Only then it goes to the development of the social media strategy: And only when that is, you should get started.

Social Media Marketing: Here are the 10 most important tips from Kristopher Jones!

1) Stop selling, listen, dear!

Who likes to listen to people who just tell you how great they are? Nobody! So stop selling! Those who only want to sell their products via social media will definitely fail. Because he is ignored. So what to do? To listen! What problems are affecting your target group? This knowledge is very valuable. Use qualitative reporting, quantitative reporting is not enough. And always ask yourself these questions during the interaction:

  • Can I give free (valuable) tips immediately?
  • What free content is available that I can share?
  • Do I – or do I now – have useful information that I can share? For example white papers, how-to guides or new links.

2) Interact and touch!

Conversations on social media always take place between people. So: Be human, natural, authentic! Not only useful content needs to be shared. It can also be personal experiences and experiences that touch other people. So a relationship can be built up with prospects and customers. Very important: answer all questions that are asked. Direct messages and “@ -posts” should always be answered promptly. But please never automated standard texts!

3) Offer added value!

Keep your eyes peeled for valuable content that you can share with your community. Also, look for ways to deliver knowledge to your customers – for example, using links to articles, videos, books, or other experts. It may also be helpful to connect your audience with people outside their network who might be of interest to them. For example, by introducing or recommending.

4) Create and share your own content!

Own and relevant content is a major factor in the success of social media marketing. There are many different formats: reports, interviews, how-to guides, videos, pictures, infographics and much more. Use these different formats and make your content available in different forms. In addition, individual contents have different functions. Think about which goal you primarily pursue: Should the content inform? Should he solve problems? Or just entertained? Always remember your strategy. To use the content really efficiently, it is very helpful to start a blog and display the content on the website in a social media-friendly way. The nice thing: Creating good, social media-enabled content not only pays off on your social media marketing but also on your SEO.

5) Share many pictures and videos!

Pictures and videos have a special power. They usually generate a higher commitment than mere text posts. For example, use Twitter’s ability to add up to three pictures to your tweet. Make sure your push communication is a good mix of text, video, and pictures. Pictures and videos can have a big impact on the brand image.

6) Stay consistent!

Consistently share useful information. This is not always possible, but at least try to provide one useful piece of information per day. And share in-house content at least once a week. And very important: answer direct messages and “markings” quickly.

7) Be always available!

Social media can be ideal for customer service. But: Then it must be ensured that you are always available. When complaints arise in the community, respond as quickly as possible. This not only prevents a shitstorm but often turns anger into satisfaction. But only if you are reachable!

8) Stay focused!

About 85 percent of your community should have a relationship with your product or service. Focus your social media activities on building relationships with customers and attracting new customers. To do this, you must select the social media platforms your customers are on.

And please always remember: The quality of the followers is crucial – not the quantity!

9) Become an influencer!

Build a high-quality community that feels connected to your content and communication and actively participates. As? With the creation of high-quality content that generates engagement and shared. And with quick reactions to questions and comments. Finally, one can conclude Quality = Influence.

10) Analyze and optimize your actions!

Try different things and compare the results. For example, post at different times of the day or week, make different quotes or try different content formats. So you learn and get valuable information for your future social media marketing. And that every day.

Reputation management as dialogue and dominance

” Dialogue and dominance” is a striking shorthand, behind which lie the target coordinates of modern reputation management. “Dialogue” describes the communication of the company on the content level and includes all communicable sense units. “Dominance” means that, with all the desired diversity of opinion, those opinions that are closest to the corporate communications goal will have greater visibility. It’s all about this.

Reputation management is purposeful influencing of opinion

The reputation of a company is the totality of people’s opinions about this company. Anyone who wants to manage the reputation so enters the opinion market. Reputation management is purposeful influencing of opinion. The means of influencing this is communication. This consists of form and content. The form includes the channels and formats, content is what the addressee decrypts – the meaning. For a meaningful reputation management, we recommend a clear strategy and a systematic implementation. Social media management or press work are necessary but not sufficient conditions.

In order to influence opinion specifically about communication, you first need a goal. Reputational management starts with the objective, which is not surprising. Nevertheless, missing goals are not uncommon. In the goal hierarchy of a company, communication goals are among the instrumental goals. As such, they are derived from the marketing goals, even if sometimes you do not like to hear that in the press office. The common target of Marketing and Press Office is the first step towards integrated communication.

Story first. Also in reputation management.

Once the goals have been fixed, the target groups have their turn. For reputation management, these are typically journalists, future and current employees as well as future and current customers of the company. From these groups, the personas to be focused on with communication should be formed. On the one hand, there will probably be noticeable differences in the psychographic analysis. On the other hand, it is recommended to assign each persona their corresponding goals. Who do I want to move on? This has consequences for the subsequent modulation of the topics. (How do journalists rate and use social media in their work??)

Stand goals and personas, it is about to fix the core story. What is the big story of the company I want to tell? Which story should be put together in the minds of the users in the end? Tools to get to the bottom of this story are the brand values, mission/vision of the company, mission statement, and positioning. I hope that everything is there? Well. I recommend thinking at this point about key concepts that should play a role in later communication.

Reputation Management: Core Story

The editorial session aligns the goals of the company with the wishes of the readers

From the core story, the topics to be edited are derived. You can imagine that, like the rubrics of a magazine. If the Core Story (shortened) means “love of the mountain bike”, then the topics can be sport, nature, technology. These and no other topics should be recorded in the future. They form the grid of operative topic planning. From them, the future individual topics are derived. This is how it works: The theme plan consists of a two-dimensional matrix. On the X-axis the subject fields are removed, on the Y-axis the Personae. In the editorial meeting, this theme plan will be filled. You can also plan which keywords should be in the foreground.

When the topics are up, the format is defined (report, report, picture, press release, etc.). If the format is correct, the channel is defined (customer/employee magazine, blog, website, press mailing list, Youtube). The first step is to make the basic selection of the recorded channels. Operational is then selected only from this preselection. If the channel is standing, the definition of the seed follows. Seeding is the promotion of the content. This is a very crucial factor to be found in the network. Because this effect only unfolds its effect if you strategically market your strategically generated content. Ideally, this seed then falls on a well-ordered field. A well-run community cannot hurt in these cases. Continuous interaction on the appropriate channels is, therefore, an ongoing task of social media management in this context.

No room for announcements: Reputation management with SEO and Analytics

It makes sense to make operational decisions about content marketing based on analysis data. Which Persona is where and how long? What topics interest you and how must these themes be tempted to be perceived? The data of the analysis does not only play a role for the distribution of the content, but also for the topic planning. The result is a control loop – an ongoing performance management for communication. The content must appeal to the target audience, otherwise, the effort is pointless.

Dialogue and dominance. These are the target coordinates of reputation management. It is also the paradigmatic basis of content marketing – just as the process outlined above is a content marketing process – content marketing for corporate communications.

Content Marketing wants to do everything – can that be good?

A newcomer comes into the class, and since all the rows of chairs are already occupied, he lays across the lap of his new classmates. They do not prostrate until they realize that the newcomer has something and that the teachers are well received, they all want to be like him. They dress like that, work like him and occasionally indulge him. He himself occasionally claims that he does not need the others and that he alone can fill all chairs. The mood in the class is not good.

Since the new “Content Marketing” stirs up the class of communication disciplines, there is bickering. No wonder if one lays across the chairs. But of course, the metaphor is imperfect. Basically, content marketing is a communication strategy approach that puts the customer benefit in the communication itself in the foreground. Otherwise, he uses the complete instrumental skills of the existing disciplines such as PR and corporate publishing. Together with the analysis possibilities of digital communication, this creates a kind of new “meta-discipline”, as Andreas Quinkert writes. I like the term paradigm but actually better, because of the distinction to the past in a different way of thinking.

Content marketing is integration. But the name is wrong.

For at least 20 years we have been talking about “integrated communication”, “convergence”, “360 degrees”. Now, finally, we have an approach that does what the others promised. However, he does so under a false name. Because the crucial thing is neither the content nor the marketing. Marketing is market-oriented business management. In our context, on the other hand, it is only about the instrumental level, the communication policy. The essence of content marketing is – in short – the customer value ( more detailed here ). So: the right approach, wrong name.

“Paradigm” is not the translation for “new hose”

Actually, nothing is really new about content marketing: I use existing communication disciplines and use them to create customer benefits. I can then transfer the contacts so gained to an inbound marketing process and generate leads in this way. But I can also leave it at the pure image work. That depends on the respective objective. But what quickly becomes clear: The whole project is complex and quickly very small parts. That means I need a clear strategy, a lot of instrumental know-how and good analytical skills. The interaction of all sub-disciplines is based on a common conceptual framework based on the idea of benefit-oriented communication.

If my communication strategy was created along such a framework. And if the communication work is done the inconsistent implementation of this strategy, then the result is content marketing. It makes no difference which medium and which channel is used. It also makes no difference if a PR agency is involved in order to sell the press release. I can also use a creative agency to develop suits for the brand. If the relevant communication module is the result of a content marketing process, then it creates customer benefit and creates a thematic connection to the actual product. And if the user voluntarily and consciously takes this content to heart, then it is content marketing. In this perspective, content marketing integrates the existing disciplines but does not replace them.

Hopefully, the market will not break content marketing

That’s the analytical perspective. But what about the market view? How do the rest of the classmates position themselves – as part of Content Marketing? Hardly likely. In a static world, it would be relatively easy: If I offered the integrated service, it would be called content marketing; if I offered a service, it would remain with “PR.” However, everything is on the move and the cases where it is done with a single discipline are becoming less and less. This means that more and more agencies of various origins are moving in the direction of meta disciplinary content marketing. They lose their profile in the market and their credibility – and thus suffers the profile of content marketing in the market. Content Marketing is then representative of communication.