Content Marketing

Content Marketing The two-day seminar for everyone who produces content and wants to see impact rather than just output: you learn to find topics that are actually searched for, to set up an editorial plan and to measure what a piece achieved. By the end you have a plan for one quarter.

Content Marketing at a glance

• Format: 2 days on site + self-learning track
• Level: basic to advanced
• Participants: max. 16 people
• Language: German (English on request)
• Certificate: AEI certificate of attendance
• Investment: €490.00 plus VAT

Content marketing rarely fails for lack of creativity. It fails because nobody knows what to write about, because the blog has not been updated in eight months and because at the end of the year nobody can say what the posts achieved.

The second reason is structural. Without an editorial plan content comes in waves: three posts in one week, then nothing for two months. Search engines and readers behave the same way — they come back when something comes, and otherwise not.

This seminar works on planning. You find topics with demand, assign them to a goal, build a calendar a small team can keep and decide what you will measure. Instead of volume the point is a rhythm that holds.

What you take away

• A method for finding topics with real demand instead of gut feeling.
• An editorial plan for a quarter that you maintain yourself.
• An assignment of content types to funnel stages.
• An approach for reusing existing content instead of writing new.
• Metrics that connect content with revenue without bending it.

Your learning objectives

• You choose topics by demand and goal, not by idea.
• You distinguish formats that create visibility from those that sell.
• You build an editorial rhythm that holds with your resources.
• You reuse one piece across channels without repeating it.
• You measure impact with two or three metrics instead of all of them.

The levers at a glance

Topics decide, not texts. An average text on a searched topic does more than a brilliant text on one nobody looks for. Topic selection is the first and most important step.

A rhythm beats a campaign. Four posts a month for eight months do more than twenty in three weeks and then nothing. Regularity is not a virtue but a calculation.

Reuse is not laziness. A good piece is a chapter, a conversation, a newsletter, three posts and one chart. Whoever reinvents every format produces a third of what would be possible.

Content rarely sells directly. It accompanies a decision over weeks. Whoever demands the last click as proof measures only the smallest part and gives up the rest.

Your support inbox is free market research. The questions customers ask before buying are the questions to write about — with the words they use, not the ones the industry uses. Whoever mines that inbox has a topic list for a year.

Who is this seminar for?

For people who plan, write or own content.

• Marketing leads without their own editorial team.
• E-commerce managers building organic traffic.
• Content owners running a blog or guide section.
• Freelancers and small teams doing content themselves.

Writing experience helps but is not required. It is about selection and planning, not style exercises — and whoever does not want to write can still own the plan.

The seminar is not suitable for teams introducing a content platform technically. We work on topics, plan and impact.

Investment and dates

Participation costs €490.00 plus VAT, including the self-learning track, materials and certificate of attendance. There are six dates per year in Berlin, Hamburg, Cologne, Munich and live online, plus an in-house variant for teams. You will find all dates in the list on this page.

For the exercises bring your existing content if there is any. Anyone starting from zero works on a topic from their own offering.

After the seminar

You keep the materials, your editorial plan as a spreadsheet and a list of open topics with demand. With that you can start the first piece next week instead of writing a concept.

The plan holds topic, goal, format, channel and owner for each piece. Whoever no longer maintains it after four weeks sees exactly there that the rhythm was too large — and can shrink it instead of abandoning it.

Quality has a floor and a ceiling. The floor is factual correctness and a clear answer to the question in the title. The ceiling is craft, and it takes time that most teams do not have every week. Aim for the floor reliably.

Two weeks after the seminar you receive a short follow-up: the first piece and its first numbers.

For teams the seminar is available as an in-house event with your own topics. The procedure stays the same, the examples come from your offering.

Programme: 2 days

Day 1 – Content marketing fundamentals

• What content marketing can do
• Topic and audience
• Content plan and editorial calendar
• Formats and channels
• From topic to piece
• Quality and consistency

Day 2 – Production

• SEO and content
• Distribution and reuse
• Content marketing metrics
• From content to revenue

Both days run from 09:00 to 16:15 with breaks in the morning, at midday and in the afternoon. Short self-checks sit between the blocks so you can test where you stand before moving on.

Each day has three parts: an introduction to the pattern, an exercise on your own topics and a review in the group. At the end of day one your topic list stands; on day two the plan for a quarter.

The seminar includes a self-learning track. It contains the patterns from both days as short units with examples and one self-check each. You can work through it before the date to clarify terms, or afterwards to repeat what stuck and what did not.

Our approach

We work on your topics, not on a collection of good examples. At the start of each exercise you decide which audience you want to reach and which decision your content should prepare; at the end stands a piece that serves a goal.

The exercises are short and repeat in variations. That is deliberate: a sense for topics with demand comes not from watching but from repeatedly testing ideas against search queries and customer questions.

Every block ends with a sentence you could show a colleague: which topic, which audience, and which number tells you it worked.

We work in pairs, in small groups and in plenary, with changing partners. Every participant gets feedback on their topic choice, not just on their text. Group level and participant count are deliberately limited: with 16 people no anonymous lecture is possible.