The document discusses different types of online content for marketing innovative products and receiving a German award. It outlines five categories of online content: information portal, showroom, online marketing mix, lead generator, and sales engine. For each category, it provides examples of relevant keywords, what type of content should be included, and what visitors are looking for from that particular content. The overall document provides guidance on developing an optimal mix of online content types to promote products or services for the German innovation award.

1. German Award for innovative products in the category of „Online Marketing“

12. Information Portal Showroom Online Marketing Mix Lead Generator Sales Engine

15. Relevant keywords: scientific, technical or user-friendly

16. Content supplies features & empirical values and communicates data

19. Relevant keywords include product names, type designations

20. Content shows photos and videos & communicates benefit

23. Relevant keywords reflect the respective added value

24. Content offers download and other value-adding services

27. Keyword combinations: product/service & promotion/bundle

28. Promotional content, advantages of online purchase