Clients choose service providers they trust. Content that answers their questions demonstrates expertise long before the first meeting.
Define your audience
Who decides, who influences, and what do they worry about? A managing director cares about cost and risk; an IT manager about integration and security; a department head about daily usability.
Choose topics that matter
- Questions customers ask in sales calls
- Problems your services solve
- Comparisons and decision guides ("Flutter vs. React Native")
- Costs and processes explained transparently
- Industry regulations and changes (for example the ECC end of maintenance)
- Case studies and lessons learned
Formats
- Guides and pillar pages – comprehensive resources
- Blog articles – focused answers to specific questions
- Checklists and templates – practical value, ideal for lead generation
- Case studies – proof of results
- Videos and webinars – personal connection
- LinkedIn posts – reach decision makers directly
Distribution
Content needs promotion: newsletter, LinkedIn, sales follow-ups, partners and paid promotion for key pieces. Internal links connect articles to service pages.
Repurpose
Turn one guide into several articles, social posts, a webinar and a checklist.
Quality over quantity
Original insights, real examples and clear structure beat generic content. Write for people first; search engines reward helpful content.
Measure
- Organic traffic and rankings
- Engagement (time on page, scroll depth)
- Newsletter sign-ups and downloads
- Leads influenced by content
Consistency
A realistic, steady publishing rhythm beats bursts of activity followed by silence.
We help IT and service companies plan, write and distribute content in German and English.