Could you give our readers some background details about yourself?

I live near Heidelberg and in Schwäbisch Hall (yes, both) – these are towns in Southern Germany.

I work at SIGNal Reklame, a medium-sized company that does most notably fleet branding, signage and merchandising. At the same time I am studying “online media” on a bachelor degree course where I try and tweak many practical things and skills, like shooting a film, programming and web design.

Outside of work and studying, I do sports, especially at my football club and meet friends: Festivals, barbeque, surf riding, volleyball, and philosophical discussions, whatever. I’m interested in many things – that makes my work-life balance lovely.

How did you get into web marketing? How long have you been involved in the industry?

At the age of ten years old I developed, with a friend, my first ever website. Whilst I was improving my web design skills I also started to read tech news online. The possibility to publish whatever I want fascinated me. So I created my blog (today in 2009 and– by the way – started to work as a journalist. Whilst working to promote my blog I discovered SEO and thought about marketing strategies and ad agencies’ creative work.

Writing is great, but writing isn’t enough (for me).

Today I combine my journalism and web design skills as a marketer – and I love it!


Which do you prefer SEO or Social Media? … and why?

Spontaneously: Social Media. Seems to be less complicated. Ha ha.

As a marketer you mustn’t dissociate SEO from Social Media. Think of Google(+), or Facebook’s newsfeed (lately a kind of search engine).


What do you feel are the most 3 common mistakes businesses make when dealing with their Social Media?

  • Too many companies talk about their products only, scatter them, and don’t communicate their identity to the web community.
  • Some CEOs act too fast. They follow trends – with a short sighted strategy – and don’t think about ROI. Social Media is still their playground, but Social Media has left its childhood behind.
  • Most businesses, which use Facebook as their only marketing channel, shouldn’t. They should also consider other channels, like mailings or press releases on a corporate blog.


3 rules businesses should adhere to when looking to create good content marketing?

  • Develop a scalable strategy. Be open to progress (including new online channels).
  • Have in-house someone who writes like a journalist but thinks like a blogger. The content must be well written, and appeal to the target group.
  • Not only give your content to Facebook and other networks. Also own your content. “For almost all brands, that means a website on your domain and where you set the rules of engagement” – Avinash Kaushik (read this article:


What defines “good” content marketing versus “awesome”?

Good content marketing describes the “basic” marketing that requires at least high-quality content in order to achieve specific goals of a strategy. With high-quality content I mean well written/produced content that follows general rules, like journalistic standards.

Awesome content marketing stands out because the content not only addresses a targeted group it also goes viral and reaches many people who share your content spontaneously. Thus, more people of your target group notice your content and generate you more leads.


Whats the biggest web design/content marketing mistake people make and what should they learn from it?

One of the biggest mistakes is to do too much.

You think you know what you can, and often you do things better than others. That may be true, however, you can’t do everything. Avoid this and support others instead: Guide them and offer them chances, so you can stay focused on your key topics and profit from the connections simultaneously.

Is SEO Dead? Should SEO’s learn PPC? (Editors note: I’ve used both successfully for years)

SEO isn’t dead, and doesn’t die, but it changes with new networks and technologies.

To tap the full potential of a campaign, the team must know and should often combine both SEO and PPC.

SEOs should have at least a basic understanding of how pay per click campaigns work, and PPC’s should know SEO. Too often, companies burn money because of a lack of knowledge.


Whats your best outreach technique for getting bloggers interested in your content?

Support them, interact with them, and reach for a win-win situation!

It’s pretty much as in “real life”: When you want a cookie from an alien, you don’t ask for it. You start talking to him, you trigger him with a piece of chocolate, and maybe you offer him a second piece in exchange for a cookie and a little smile.

When you offer bloggers, customers, journalists, fans, etc. benefits, they recognise you.


Please do follow Kevin over on Twitter here:

I’d like to thank Kevin for his time and his answers, they certainly gave us some food for thought! If you’re in the world of All Things Web and would like to be featured on our blog give us a shout, we’d love to hear from you.