14. Contingency-Centric Content Management: Mastering Content Overload with Smart Content Marketing

Content is elementary for every communication measure, is expanded daily, and is subject to constant change. In the introductory section, the article explains why content has changed a lot in recent years and why it often no longer functions as usual today. Today, we can play or place content on over 8000 (https://​chiefmartec.​com/​2020/​04/​marketing-technology-landscape-2020-martech-5000/​. Accessed: April 27, 2020.) different marketing channels/technologies. In addition, adblockers, firewalls, the explosion of touchpoints, and scarce time reserves in the target group make things more difficult.

It is questionable which content in today’s content overload still has a chance and how it can be successfully placed with a target group and within the search engines and channels.

The CCCM (Contingency-Centric Content Management), which is also based on behavioral psychology and belongs to the category of soft-selling, is considered promising here. This content shows that psychosocial benefits for customers can often be more relevant than factual-functional benefits (Esch 2016). The application increasingly uses industry-relevant information from the legal-political environment, the trend toward further education, and the social environment. The company positions itself as a knowledge pioneer and supporter with concrete benefits for the target group. In extreme cases, the company even protects the target group from legal consequences. These measures create a high level of trust among the target group and ultimately ensure higher sales of the company’s products/services. In this article, it will be shown how this has already been successfully implemented in practice and how smart content marketing works against content overload.