Extbase Variable Dump
array(1 item)
   0 => GeorgRinger\News\Domain\Model\FileReferenceprototypemodified entity (uid=38, pid=18)
      uidLocal => protected790 (integer)
      title => protectedNULL
      description => protectedNULL
      alternative => protectedNULL
      link => protected'' (0 chars)
      showinpreview => protected0 (integer)
      originalResource => protectedTYPO3\CMS\Core\Resource\FileReferenceprototypeobject
         propertiesOfFileReference => protectedarray(36 items)
            uid => 38 (integer)
            pid => 18 (integer)
            tstamp => 1412597233 (integer)
            crdate => 1412597233 (integer)
            cruser_id => 2 (integer)
            sorting => 9984 (integer)
            deleted => 0 (integer)
            hidden => 0 (integer)
            t3ver_oid => 0 (integer)
            t3ver_id => 0 (integer)
            t3ver_wsid => 0 (integer)
            t3ver_label => '' (0 chars)
            t3ver_state => 0 (integer)
            t3ver_stage => 0 (integer)
            t3ver_count => 0 (integer)
            t3ver_tstamp => 0 (integer)
            t3ver_move_id => 0 (integer)
            t3_origuid => 0 (integer)
            sys_language_uid => 0 (integer)
            l10n_parent => 0 (integer)
            l10n_diffsource => 'a:8:{s:13:"showinpreview";N;s:5:"title";N;s:11:"alternative";N;s:4:"link";N;
               s:11:"description";N;s:9:"uid_local";N;s:6:"hidden";N;s:16:"sys_language_uid
               ";N;}
' (157 chars) uid_local => 790 (integer) uid_foreign => 31 (integer) tablenames => 'tx_news_domain_model_news' (25 chars) fieldname => 'fal_media' (9 chars) sorting_foreign => 1 (integer) table_local => 'sys_file' (8 chars) title => NULL description => NULL alternative => NULL link => '' (0 chars) downloadname => NULL showinpreview => 0 (integer) crop => '' (0 chars) autoplay => 0 (integer) l10n_state => NULL
uidOfFileReference => protectedNULL name => protectedNULL originalFile => protectedTYPO3\CMS\Core\Resource\Fileprototypeobject metaDataLoaded => protectedTRUE metaDataProperties => protectedarray(26 items) uid => 788 (integer) pid => 0 (integer) tstamp => 1484727507 (integer) crdate => 1412597055 (integer) cruser_id => 2 (integer) sys_language_uid => 0 (integer) l10n_parent => 0 (integer) l10n_diffsource => '' (0 chars) t3ver_oid => 0 (integer) t3ver_id => 0 (integer) t3ver_wsid => 0 (integer) t3ver_label => '' (0 chars) t3ver_state => 0 (integer) t3ver_stage => 0 (integer) t3ver_count => 0 (integer) t3ver_tstamp => 0 (integer) t3ver_move_id => 0 (integer) t3_origuid => 0 (integer) file => 790 (integer) title => NULL width => 800 (integer) height => 600 (integer) description => NULL alternative => NULL categories => 0 (integer) l10n_state => NULL indexingInProgress => protectedFALSE updatedProperties => protectedarray(empty) properties => protectedarray(15 items) uid => 790 (integer) pid => 0 (integer) missing => 0 (integer) type => '2' (1 chars) storage => 1 (integer) identifier => '/user_upload/blog/2014/02_Oktober_14/loewe_gaehnt.png' (53 chars) identifier_hash => 'c75638410336c91ad4df9ba4970fa86fada05c5b' (40 chars) extension => 'png' (3 chars) mime_type => 'image/png' (9 chars) name => 'loewe_gaehnt.png' (16 chars) sha1 => '5ee05860a7d9281905d7f67f372cd5cce8875dfc' (40 chars) size => 963221 (integer) creation_date => 1430397899 (integer) modification_date => 1430397898 (integer) folder_hash => '66f249411cee7d1baa850127706c4ef5981bed67' (40 chars) storage => protectedTYPO3\CMS\Core\Resource\ResourceStorageprototypeobject driver => protectedTYPO3\CMS\Core\Resource\Driver\LocalDriverprototypeobject absoluteBasePath => protected'/html/sites/baumbalt/htdocs/fileadmin/' (38 chars) supportedHashAlgorithms => protectedarray(2 items) 0 => 'sha1' (4 chars) 1 => 'md5' (3 chars) baseUri => protected'fileadmin/' (10 chars) mappingFolderNameToRole => protectedarray(3 items) _recycler_ => 'recycler' (8 chars) _temp_ => 'temporary' (9 chars) user_upload => 'userupload' (10 chars) charsetConversion => protectedNULL capabilities => protected7 (integer) storageUid => protected1 (integer) configuration => protectedarray(3 items) basePath => 'fileadmin/' (10 chars) pathType => 'relative' (8 chars) caseSensitive => '1' (1 chars) storageRecord => protectedarray(18 items) uid => 1 (integer) pid => 0 (integer) tstamp => 1406208244 (integer) crdate => 1406208244 (integer) cruser_id => 0 (integer) deleted => 0 (integer) hidden => 0 (integer) name => 'fileadmin/ (auto-created)' (25 chars) description => 'This is the local fileadmin/ directory. This storage mount has been created
                     automatically by TYPO3.
' (99 chars) driver => 'Local' (5 chars) configuration => '<?xml version="1.0" encoding="utf-8" standalone="yes" ?> <T3FlexForms> <
                     data> <sheet index="sDEF"> <language index="lDEF">
                      <field index="basePath"> <value index="vDEF">
                     fileadmin/</value> </field> <field index="pa
                     thType"> <value index="vDEF">relative</value>
                      </field> <field index="caseSensitive">
                      <value index="vDEF">1</value> </field> </la
                     nguage> </sheet> </data> </T3FlexForms>
' (583 chars) is_default => 1 (integer) is_browsable => 1 (integer) is_public => 1 (integer) is_writable => 1 (integer) is_online => 1 (integer) processingfolder => NULL auto_extract_metadata => 1 (integer)
configuration => protectedarray(3 items) basePath => 'fileadmin/' (10 chars) pathType => 'relative' (8 chars) caseSensitive => '1' (1 chars) fileProcessingService => protectedTYPO3\CMS\Core\Resource\Service\FileProcessingServiceprototypeobject storage => protectedTYPO3\CMS\Core\Resource\ResourceStorageprototypeobjectsee above driver => protectedTYPO3\CMS\Core\Resource\Driver\LocalDriverprototypeobjectsee above signalSlotDispatcher => protectedTYPO3\CMS\Extbase\SignalSlot\Dispatchersingletonobject isInitialized => protectedTRUE objectManager => protectedTYPO3\CMS\Extbase\Object\ObjectManagersingletonobjectfiltered slots => protectedarray(9 items)max depth logger => protectedTYPO3\CMS\Core\Log\Loggerprototypeobject name => protected'TYPO3.CMS.Core.Resource.Service.FileProcessingService' (53 chars) minimumLogLevel => protected4 (integer) writers => protectedarray(5 items)max depth processors => protectedarray(empty)max depth evaluatePermissions => protectedFALSE fileMounts => protectedarray(empty) userPermissions => protectedarray(empty) capabilities => protected7 (integer) signalSlotDispatcher => protectedTYPO3\CMS\Extbase\SignalSlot\Dispatchersingletonobjectsee above processingFolder => protectedTYPO3\CMS\Core\Resource\Folderprototypeobject storage => protectedTYPO3\CMS\Core\Resource\ResourceStorageprototypeobjectsee above identifier => protected'/_processed_/' (13 chars) name => protected'_processed_' (11 chars) fileAndFolderNameFilters => protectedarray(empty) processingFolders => protectedarray(1 item) 0 => TYPO3\CMS\Core\Resource\Folderprototypeobjectsee above isOnline => protectedTRUE isDefault => protectedTRUE fileAndFolderNameFilters => protectedarray(1 item) 0 => array(2 items) 0 => 'TYPO3\CMS\Core\Resource\Filter\FileNameFilter' (45 chars) 1 => 'filterHiddenFilesAndFolders' (27 chars)
identifier => protected'/user_upload/blog/2014/02_Oktober_14/loewe_gaehnt.png' (53 chars) name => protected'loewe_gaehnt.png' (16 chars) deleted => protectedFALSE
mergedProperties => protectedarray(53 items) uid => 38 (integer) pid => 18 (integer) tstamp => 1412597233 (integer) crdate => 1412597233 (integer) cruser_id => 2 (integer) sorting => 9984 (integer) deleted => 0 (integer) hidden => 0 (integer) t3ver_oid => 0 (integer) t3ver_id => 0 (integer) t3ver_wsid => 0 (integer) t3ver_label => '' (0 chars) t3ver_state => 0 (integer) t3ver_stage => 0 (integer) t3ver_count => 0 (integer) t3ver_tstamp => 0 (integer) t3ver_move_id => 0 (integer) t3_origuid => 0 (integer) sys_language_uid => 0 (integer) l10n_parent => 0 (integer) l10n_diffsource => 'a:8:{s:13:"showinpreview";N;s:5:"title";N;s:11:"alternative";N;s:4:"link";N;
               s:11:"description";N;s:9:"uid_local";N;s:6:"hidden";N;s:16:"sys_language_uid
               ";N;}
' (157 chars) uid_local => 790 (integer) uid_foreign => 31 (integer) tablenames => 'tx_news_domain_model_news' (25 chars) fieldname => 'fal_media' (9 chars) sorting_foreign => 1 (integer) table_local => 'sys_file' (8 chars) title => NULL description => NULL alternative => NULL link => '' (0 chars) downloadname => NULL showinpreview => 0 (integer) crop => '' (0 chars) autoplay => 0 (integer) l10n_state => NULL missing => 0 (integer) type => '2' (1 chars) storage => 1 (integer) identifier => '/user_upload/blog/2014/02_Oktober_14/loewe_gaehnt.png' (53 chars) identifier_hash => 'c75638410336c91ad4df9ba4970fa86fada05c5b' (40 chars) extension => 'png' (3 chars) mime_type => 'image/png' (9 chars) name => 'loewe_gaehnt.png' (16 chars) sha1 => '5ee05860a7d9281905d7f67f372cd5cce8875dfc' (40 chars) size => 963221 (integer) creation_date => 1430397899 (integer) modification_date => 1430397898 (integer) folder_hash => '66f249411cee7d1baa850127706c4ef5981bed67' (40 chars) file => 790 (integer) width => 800 (integer) height => 600 (integer) categories => 0 (integer)
modified uid => protected38 (integer) _localizedUid => protected38 (integer)modified _languageUid => protected0 (integer)modified _versionedUid => protected38 (integer)modified pid => protected18 (integer)
Content Marketing: Gegen das große Gähnen

Content Marketing: Gegen das große Gähnen

Content Marketing
E

s gibt Branchen, die auf den ersten Blick wenig sexy erscheinen. Aber deswegen müssen dort vertretene Marken interessierte Kunden noch lange nicht zum Gähnen bringen.

Maschinenbau, Medizintechnik, Chemie: Ganze Industriezweige plagen sich in der Kommunikation mit einem blassen Image. Dabei haben potenzielle Kunden oft keine blasse Ahnung, was in den Unternehmen wirklich abgeht. B2B-Unternehmen, die nicht auf Anhieb faszinieren, müssen allerdings beim Content Marketing auch Mal über den Tellerrand schauen.

Der Weg zur erfolgreichen Ansprache beginnt in diesem Fall mit einer Analyse der Bestandskunden. Erstellen Sie Profile typischer Käufer. Sammeln Sie die Fragen, die diese in Verkaufsgesprächen häufig anbringen. Fragen Sie außerdem, welchen Nutzen ihre Produkte aus Sicht des Käufers haben. Aus den Antworten lassen sich zumindest hilfreiche und informative Inhalte erstellen.

Denken Sie den gesamten Produktzyklus bis zum Ende durch. Falls Sie eine Software für Fräsmaschinen herstellen, erzählen Sie von den fertigen Produkten. Und zeigen Sie diese statt langweiliger Schaubilder. Lassen Sie Werte sprechen statt Produkte.

Binden Sie außerdem ihre Mitarbeiter ein. Wer könnte besser die Faszination eines Unternehmens in Worte oder Bilder fassen als die Menschen, die den Erfolg verantworten? Schaffen Sie möglichst viele Markenbotschafter und lassen sie diese für ihre Marke sprechen.

Beobachten Sie ihre Branche, kommentieren Sie das Geschehen und setzen Sie eigene Schwerpunkte. Geben Sie Denkanstöße und öffnen Sie sich für Diskussionen. Wenn Sie dann noch Ihre Inhalte mit professioneller Unterstützung ins richtige Format bringen und über relevante Kanäle verbreiten, werden Sie feststellen: Ihre Kunden sind plötzlich hellwach.

(Foto: Tambako The Jaguar, Flickr.com/CC BY-ND 2.0)

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