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Content marketing has become an important part of the digital strategy for many companies. In contrast to traditional advertising, high-quality content such as blogposts, how-to videos and whitepapers do not disturb, but convince potential customers with helpful information.
The Internet offers people new approaches in their search for solutions and content: Without being able to narrow down their question or specifically name their desire, they come into contact with content. This is where content marketing comes in: The desired target group is addressed with the help of user-relevant content and thus convinced of a product, a company or a service. Inbound marketing has a similar approach, using various tools and optimizing strategies to accompany visitors along their customer journey. In recent years, both approaches have become effective alternatives to traditional advertising - but how does content marketing differ from inbound marketing?
Customers buy differently than they did ten years ago! This fact presents e-commerce companies with new challenges: How to reach potential customers in the fragmented web? Which marketing strategies are effective to generate new leads? And how do you create positive user experiences to increase sales? The ever faster developments in online marketing demand entrepreneurial flexibility and agility in implementation. Inbound marketing has established itself as a holistic marketing strategy for accompanying potential customers through to a successful purchase. With helpful content as well as customer-centric marketing and sales tools, the customer is put in the centre and thus ensures a better user experience and more sales. On 16 and 17 May 2017, as pioneers of inbound marketing in the EMEA region (Europe, Middle East and Africa), representatives of HubSpot partner agencies met to exchange ideas in Dublin. The HubSpot Summit invited the most qualified agencies to share what's new in online marketing and the changing challenges of being an agency. Blackbit was there as a HubSpot Silver Partner to gather new insights into the future of online marketing for the optimal consultation of our customers.
High-percentage information with a touch of entertainment
The product photos shine in the best light, the design is in its final form and the shop can go online - only one thing is missing: the product description. It is often difficult to produce texts that not only state the obvious, but also provide information and added value. What needs to be said? What is too much?
8.25 seconds - that's how short an average Internet user can or wants to concentrate on one thing today. That's roughly equivalent to the attention span of a goldfish! How do marketers still manage to get their messages across despite declining attention and a constantly increasing flood of data? With snack content! Short, concise content for in between. Typical examples are short videos, gifs, images, tweets or other social media posts.