Extbase Variable Dump
array(1 item)
   0 => GeorgRinger\News\Domain\Model\FileReferenceprototypemodified entity (uid=49, pid=18)
      uidLocal => protected912 (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 => 49 (integer)
            pid => 18 (integer)
            tstamp => 1414409462 (integer)
            crdate => 1414409462 (integer)
            cruser_id => 2 (integer)
            sorting => 8192 (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 => 912 (integer) uid_foreign => 41 (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 => 910 (integer) pid => 0 (integer) tstamp => 1484727508 (integer) crdate => 1414409293 (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 => 912 (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 => 912 (integer) pid => 0 (integer) missing => 0 (integer) type => '2' (1 chars) storage => 1 (integer) identifier => '/user_upload/blog/2014/02_Oktober_14/KW44/prozess_800.jpg' (57 chars) identifier_hash => '50538b9db3da2f9de1fdea5f2dec7d1c51f56121' (40 chars) extension => 'jpg' (3 chars) mime_type => 'image/jpeg' (10 chars) name => 'prozess_800.jpg' (15 chars) sha1 => '01309da8cebbda1e5031e4123549aa914658bf90' (40 chars) size => 133991 (integer) creation_date => 1430398058 (integer) modification_date => 1430398058 (integer) folder_hash => 'be10bd24636dbb4afb00b36e317395ab1ebf3772' (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/KW44/prozess_800.jpg' (57 chars) name => protected'prozess_800.jpg' (15 chars) deleted => protectedFALSE
mergedProperties => protectedarray(53 items) uid => 49 (integer) pid => 18 (integer) tstamp => 1414409462 (integer) crdate => 1414409462 (integer) cruser_id => 2 (integer) sorting => 8192 (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 => 912 (integer) uid_foreign => 41 (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/KW44/prozess_800.jpg' (57 chars) identifier_hash => '50538b9db3da2f9de1fdea5f2dec7d1c51f56121' (40 chars) extension => 'jpg' (3 chars) mime_type => 'image/jpeg' (10 chars) name => 'prozess_800.jpg' (15 chars) sha1 => '01309da8cebbda1e5031e4123549aa914658bf90' (40 chars) size => 133991 (integer) creation_date => 1430398058 (integer) modification_date => 1430398058 (integer) folder_hash => 'be10bd24636dbb4afb00b36e317395ab1ebf3772' (40 chars) file => 912 (integer) width => 800 (integer) height => 600 (integer) categories => 0 (integer)
modified uid => protected49 (integer) _localizedUid => protected49 (integer)modified _languageUid => protected0 (integer)modified _versionedUid => protected49 (integer)modified pid => protected18 (integer)
Content Marketing: Prozess statt Projekt

Content Marketing: Prozess statt Projekt

Content Marketing
E

s gibt immer noch Ansichten zum Content Marketing, die für den erfolgreichen Einsatz extrem hinderlich sind. Nur ein Beispiel: die Abgrenzung zum klassischen Marketing. 

Die größten Missverständnisse und Barrieren lassen sich in drei Bereiche gliedern: 

  1. Content Marketing wird belächelt als Bereich, der nichts mit dem „echten“ Marketing zu tun hat.

  2. Marketing und die damit verbundenen Kennzahlen werden nur im Blick auf einen Beitrag zum Umsatzwachstum betrachtet, nicht als Beitrag zur Festigung von Kundenbeziehungen.

  3. Content wird als Instrument im Marketing gesehen, nicht als eigenständige Disziplin.

All diese Barrieren gründen letztendlich auf einem falschen Verständnis von dem, was der Kunde eigentlich vom Unternehmen erwartet. Heutzutage genügt es nicht mehr, ihn mit Produktinformationen zu versorgen. Eigentlich muss sein gesamtes Empfinden gegenüber dem Unternehmen und dessen Produkten verändert werden. Content Marketing kann daher nur in Form einer ganzheitlichen Strategie dauerhaft erfolgreich sein.

Das bedeutet auch: Die Trennung zwischen Markenführung, Marketing, Produktmanagement und Kundenservice ist kontraproduktiv. Eine Marke überzeugt nur, wenn alle Bereiche konsistent wirken und dem Kunden ein eindeutig positives Erlebnis bieten. 

Um das zu erreichen, muss ein Unternehmen tatsächlich zum Medienunternehmen werden. Die Verantwortlichen müssen Zeit, Geld und die Bereitschaft zu strukturellen Veränderungen mitbringen. Dann können sie eine klare Botschaft formulieren und diese über eine Content-Strategie emotional transportieren. Diese Strategie muss jeden Punkt der Customer Journey berücksichtigen, damit die Markengeschichte jederzeit konsistent erscheint. 

Kurz gesagt: Content Marketing muss als Prozess angelegt werden, nicht als Projekt.

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