The basic idea is simple: people search the web for answers, not for advertising. Those who provide these answers are perceived as competent and stay in people's minds. A plumbing company that explains what to do about a blocked drain builds trust – and is present exactly when someone has the problem and is looking for a professional.
Content marketing covers various formats: blog and guide articles, FAQ pages, videos and tutorials, checklists, newsletters or social media posts. It is closely linked to SEO, because good, unique content is precisely what Google rewards. A well-thought-out editorial plan ensures publishing happens regularly and on the right topics, rather than aimlessly now and then.
The process starts with topic and keyword research: what questions does the target audience ask? This produces an editorial plan, then content is created, published, distributed and its impact measured. Content marketing is a long-term strategy – results build up over months, but in return good content keeps working for you afterwards.
Costs depend on scope. A well-researched, SEO-optimized specialist article costs roughly CHF 200 to 800 in Switzerland depending on length. Ongoing support with strategy, regular posts and analysis often runs CHF 1,000 to 5,000 per month (without guarantee).