Today, content marketing is a central component of successful digital communication - and for good reason. If you want to be visible on the web in the long term, you need high-quality, targeted content that delivers added value and doesn't just aim to sell. But content marketing alone is often not enough: To ensure that content is actually read, shared and distributed, the strategic approach of content seeding is worthwhile. You can find out exactly what this means, how both concepts work together and how you can strengthen your online presence with targeted measures here - with many practical examples from the industry and helpful tips that you can use immediately.
How content marketing and content seeding work together
Content marketing is not a short-term advertising campaign, but a long-term strategy in which companies create and distribute relevant, valuable content in a targeted manner in order to attract and retain their target group[1][3]. This content does not emphasise the product, but provides answers, exciting stories or practical knowledge - creating trust and brand presence that has a lasting effect[1][3]. The creation of content is important, but its distribution - known as content seeding - is just as crucial.
Actionable tips for implementation
- Publish your content on various channels - from social media and blogs to specialist forums.
- Use influencers as multipliers to expand your reach in a targeted manner[2][4].
- Adapt your content to the respective format and target group of the platform.
A classic example: an e-book provider provides influencers with free copies so that they can recommend the book on their social media channels and thus reach new readers[4]. Lifestyle brands also benefit: They produce engaging videos that are specifically shared by influencers, building trust with the target audience[2][4]. Or think of Red Bull, which regularly shares content with extreme athletes on social media and thus appeals to a large, engaged community[6].
BEST PRACTICE with one customer (name hidden due to NDA contract) and then the example with at least 50 words:
An international software company launched a content seeding campaign for a white paper on the topic of digital transformation. The white paper was initially published on the company's own blog and optimised with relevant keywords. In addition, selected industry experts helped to share the paper on social media, in LinkedIn groups and forums. This multiplied the reach within a few weeks and the company gained numerous qualified contacts who actively discussed the topic. The campaign strengthened the brand presence and positioned the company as an expert in the field of digital innovation.
Successful content marketing through targeted content seeding strategies
For content marketing and content seeding to be successful, you need more than creative ideas and beautiful texts. You need a clear objective - such as more traffic, higher interaction or more interested parties - and consistent planning. The most important steps are
- Define goals: What do you want to achieve with your content? More visibility, leads, transactions or expertise?[8][9]
- Know your target group: Understand the needs, questions and platforms of your target group - keyword empathy map[8].
- Plan content: Which topics, formats and channels suit your target group? Blog articles, videos, podcasts, infographics or e-books?
Another example: A medium-sized mechanical engineering company launched a content seeding campaign with technical instructions and case studies that were shared specifically in specialist forums and via LinkedIn. The content triggered discussions, was disseminated several times and brought the company new contacts and greater visibility in the industry.
The success of content seeding can also be seen in the B2C sector: a food start-up shared recipes and cooking videos on Instagram, Facebook and YouTube - and ensured that this content was distributed by food bloggers, influencers and communities. The result: the brand was regularly recommended and was able to address new target groups in a targeted manner.
BEST PRACTICE with one customer (name hidden due to NDA contract) and then the example with at least 50 words:
A provider of online courses wanted to significantly increase the number of participants. The company developed a content seeding strategy in which selected experts from the industry shared experience reports and case studies in their networks. At the same time, webinars and free mini-courses were placed on various e-learning platforms. The content was specifically shared by teachers, coaches and communities, which led to a significant increase in registrations and increased brand awareness at the same time.
Measure, learn and improve content marketing
Successful content marketing depends on regularly measuring how your content is received. Analyse metrics such as clicks, shares, comments and conversions to understand which content and channels are delivering the best results[9]. Set clear KPIs and regularly adjust your strategy to continuously improve.
A practical example: companies in the service sector often find that practical „how-to“ videos on YouTube and LinkedIn are particularly well received. If this content is specifically shared by well-known authors or industry experts, both reach and interaction increase significantly.
The exchange within online communities such as Reddit or Quora can also provide valuable impetus, because real target groups speak out there and talk openly about their needs[2].
BEST PRACTICE with one customer (name hidden due to NDA contract) and then the example with at least 50 words:
A consultancy firm for digital transformation wanted to make its expertise even more visible. To this end, it regularly published specialist articles that were shared by its own employees, but also by external experts and in relevant groups on LinkedIn and Xing. The content was provided with tracking links so that it was clear which posts were the most successful. Based on this data, the topics and formats were developed further in a targeted manner - and the company achieved an increasing reach and more qualified enquiries.
iROI coaching as a companion for your content marketing
Content marketing is not a sure-fire success, and when it comes to the strategic placement of content - content seeding - many companies realise that professional support is necessary. iROI coaching helps companies to develop their content strategy, find suitable multipliers and measure the success of their measures.
Clients often report that they were initially unsure about content marketing and content seeding, especially when it came to choosing the right topics, channels and measurement methods. A structured approach helps here: From defining goals and creating content to distribution and monitoring success, iROI coaching provides customised support to achieve sustainable results.
My analysis
Content marketing is more than just writing the occasional blog post - it's a comprehensive, data-driven strategy for customer engagement, branding and lead generation that gains impact through targeted content seeding[1][3]. Companies that strategically distribute their content not only reach more people, but also build trust and expertise. It is not individual actions that count, but consistent implementation and ongoing learning from the results.
Practice shows: Those who practise content marketing professionally and work specifically according to the multiplier principle benefit from sustainable visibility, a strong community and long-term business relationships. Content marketing is therefore a key success factor for companies that want to remain visible and relevant in the digital age - and it is definitely an investment in the future.
Further links from the text above:
Haufe Akademie - Content Marketing: Definition and meaning[1]
Wikipedia - Content marketing[3]
Neustadt - Content seeding - which content for which channel?[2]
Krauss - Optimised content seeding guide: strategies & examples[4]
DIM Blog - Content Seeding[6]
acquisa - Content seeding: definition, strategies and examples[8]
Sprinklr - Content Marketing Guide: Definition and strategies[9]
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