Content That Makes an Impact–and a Career That Grows With You
Katrin Presslauer, Digital Marketing Manager at Riffbird GmbH
What I liked best was the practical focus. I completed my bachelor’s degree at a university. I immediately noticed the difference here. In many ways, it’s a huge advantage to learn from instructors who understand how businesses operate. The examples help both with studying for exams and with day-to-day work.
She was already working in digital marketing before starting her master’s program. So it was clear early on that her thesis should also address a topic that interested her professionally and would advance her career. Narrowing down the specific topic initially required several conversations and discussions with her advisor. Ultimately, she decided to examine the benefits marketing agencies derive from digital content and the content formats they use to achieve this.
For her master’s thesis, she analyzed 1,081 publications from ten successful marketing agencies in the DACH region. The posts were categorized by their benefits–informing, advising, and entertaining–as well as by their formats: text, image, video, and audio. Among the value-adding content, advisory posts were the most common, followed by entertaining and informative content. Text formats were by far the most frequently used. Most of the content appeared on the agencies’ own websites, followed by platforms such as LinkedIn, Facebook, Twitter, and Instagram. The results show which content marketing activities successful agencies use and what insights can be derived from them for the development of relevant digital content.
Today, she works as a Digital Marketing Manager at the Carinthian agency Riffbird. There, she advises and supports clients in various areas–from content marketing and search engine optimization to social media. The fast-paced nature of the industry requires continuous professional development. Newsletters, podcasts, and digital learning platforms help her keep up with trends, explore new topics, and continually expand her professional expertise.
Even alongside her full-time job, she works on her own projects. By registering a business, she has already taken a step she had been planning for some time. In the long term, she would like to further deepen her knowledge of digital marketing, share her experience, and take on a more active role as a consultant.
She recommends that students gain practical experience while still in school. A suitable job or internship makes it easier to bridge the gap between theory and practice. At the same time, studying while working requires good time management, consistency, and intentional breaks. “It’s important to stay on top of things and make time for studying. At the same time, you should value access to experienced instructors and professional knowledge.”