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Portfoliomanagement im Content Marketing
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Robert Weller betrachtet in diesem essential Content als Asset, das an sich schon einen Wert fr das Unternehmen darstellt, unabhngig von dessen Nutzung im Marketing, Vertrieb oder Service. Auf Basis von kalkulierten Erwartungen sollen Investitionsentscheidungen erleichtert werden, Einsatzzwecke definiert werden und der Anspruch an die Produktion abgeleitet werden. Darber hinaus werden Mglichkeiten diskutiert, um den Wert des Content-Portfolios durch strukturelle, inhaltliche und gestalterische Optimierungsmanahmen kontinuierlich zu steigern.
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