The criticism of content marketing is often that it is nothing more than disguised advertising. Research in strategic management shows that a good basis for content marketing can be created by stakeholder-centered corporate management. 

In the digital public space, companies notice one thing above all: The customer is getting closer. Despite the traditional of issuing flyer, they are more informed in digital spaces. Their attention is very, very, very finite due to the overabundance of information on the internet. And they publish something themselves, also about companies.  

Those who waste users' time by addressing them inappropriately risk a lot: If you make a wrong impression here, you would have been better off staying offline. 

Hyper-Competition: Short-term Strategies Are No Longer Enough  

Companies have their hands full anyway: "Technology and information exposed all business activities to a true global competitive situation," said management consultant Joachim A. Kappel, describing the changed context for companies as early as 2003.  

And further: A "technology-driven information revolution" is underway, creating new business environments of "excessive speed," which calls for a "paradigm shift for organizations, both internally and externally." This trend continues to this day.  

The US-American strategy professor Richard A. D'Aveni calls the phenomenon "all against all" "hyper-competition": Strategies that are too briefly thought no longer bring long-term success. 

Some people are not unjustifiably worried because, after all, anyone who dares to go digital is also exposed and closely monitored - by customers, partners, their employees, and the competition. Every contradiction is noticed - publicly. To survive in the context of hyper-competition, D'Aveni proposes seven initiatives or measures with which companies can gain a sustainable competitive advantage. First and foremost is the satisfaction of the stakeholders. 

Orientate Yourself To The Needs of Stakeholders 

This insight is not new: orienting oneself to stakeholder groups' needs is gaining importance in strategic management. The stakeholder view has arrived in corporate practice.  

But what applies to a company's strategy should apply even more to its communication. So if you want to win a flower pot in the digital world, you certainly do not do so without well-made content that meets the needs of the target group - the competition between the content is too great and the users' attention too limited. 

Simultaneously, companies' promises are becoming more verifiable - in terms of the quality of products or services, prices, and employee mood. Digital communication is highly relevant for your image.  

In this context, communication research establishes: Organizations are increasingly under pressure to legitimize, and "communication is advancing to the decisive means to enforce organizational interests and thus secure the organization's long-term existence. 

Value Versus Contact: A Legitimate Deal 

Content marketing communications are often accused of being nothing more than advertising. Even advertising of the very nasty kind, because it wanted to conceal the fact that it was advertising.  

If one calls to mind the goal of stakeholder-oriented corporate management, however, there are significant parallels. Because even in content marketing, the needs of those who have or could have demands on a company are clearly in the foreground.  

In this case, high-quality content marketing can be described as the most consistent conclusion for communication in the digital world if it puts the needs of stakeholders in the foreground.