“People are 20 times better at remembering stories than mere facts.”

I started with content marketing over 20 years ago. Back then, at the publishing house where I worked, it was called corporate marketing. Since I actually come from a completely different field – I'm a qualified lawyer – I was immediately captivated by content. Later, I was also able to become actively involved in the industry association Content Marketing Forum I was able to contribute something I absolutely loved. I remain fascinated by the power of content. For example, people remember stories 20 times better than mere facts. This is because stories activate far more areas of the brain. With this knowledge in mind, implementing content strategies and continuously optimizing them becomes particularly exciting.

Actually, on social media. I find it astonishing when people feel they have to comment on everything. Nobody can be an expert on every topic. In my opinion, it's more appropriate to simply remain silent sometimes. The same applies to comments. I find the often offensive tone particularly appalling.

Good content is achieved through strategy. If I know who I'm creating content for, what topics are important to users in my field, and if I have a clear goal, then I've already achieved a great deal. You also need to consider what kind of content users need at each stage of their decision-making process – and then offer it accordingly. Furthermore, the content must be written to suit the target audience and also take SEO into account. This sounds like work, and it is. Content marketing is a marathon. But the result is worth it.

…the basis for communication.