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Flanke 7 GmbH: Jamstack Websites + Performance Marketing

“You definitely need content marketing in your strategy!” - Anyone new to the market today will very quickly hear that nothing works without content marketing. While this is true, it means something different for every company. While for some the whole thing works great via social media, others score points with a well-maintained blog. The fact is: all content marketing needs a good strategy - we have an article on this for you in our 

. Once this is in place, it's time to plan the content. We have outlined how to go about this and what you should look out for in 5 steps so that you have a simple but stable content plan. 


To begin with, we need to determine the content goal. We first need to determine what we want to achieve with the content and why we decided on content marketing in the first place. There are various goals that companies set themselves: 

You can increase awareness of your brand or company, drive more traffic to your website, gain leads or subscribers, acquire more customers, strengthen customer loyalty, stand out from your competitors or be perceived as an expert in your industry. 

We often want to achieve all of these goals by tomorrow, which is nonsense and will never work in reality. It is therefore better to focus on one main goal and align all measures with it. 

If you know your goal, you should also consider how you can measure its achievement (or non-achievement). Some goals are difficult to measure, so we always advise having another goal that is easier to measure. 


Second step: Determine content medium and content formats

The goal is known, now it's about getting there - and for this we need the right medium and the right formats. 

There are various options for the medium: 

It is best to concentrate on one medium and use different test strategies, as not every medium suits the company or the target group. 

Another tip: it's better to do less and do it right! What this means is that multiple media also require more resources. However, if these are limited, it is better to limit yourself to fewer or even just one and focus more intensively on this. 

Once you have decided on a medium, you now have to choose the right format. Of course, this is related, because an e-book is different from a video blog. Here, too, it is important to focus intensively on a few or even just one format and to do things right rather than trying to play everywhere. 

Videos are currently the number 1 trend format, which is also reflected in almost all media. Be it on social media or on websites and even blogs - videos deliver the best conversion rates. However, it is also important that you don't just choose a format because it is currently trending, but because it fits in well with your content strategy.


Good, we know our goal, have decided on the medium and format and now it is important to decide what content we want to offer. This should - of course - match the strategy. 

Here are a few examples of content options that also serve the overarching goal of content marketing - namely: offering added value. 

It is also important that the mix is balanced so that your channel doesn't get boring. In addition, the right combination can also build long-term traffic, which should not be ignored. 

An example: A mix of company, personal and influencer content shows different aspects of your company and your personality. Occasional guest content brings fresh perspectives, and targeted sales content promotes products and services.


Now it's important: How often do you want to post? You should take your own day-to-day business and resources into account, otherwise you will overload yourself and will not be able to maintain the quality that is crucial for the target group's perception. 

A little research is also very useful here so that you can get an idea of when your target group is active on channels such as Instagram or LinkedIn. This information serves as a framework for orientation. Top rule: post regularly. 

The content calendar is also very useful because it helps with planning. Whether analog or digital - with documentation, you always know what you have already told and what not. With a calendar, you can also plan 3 months in advance, which is of course great if your day-to-day business suddenly takes over. 


This is primarily about a uniform appearance - ideally, these aspects are already defined in your corporate identity and corporate design, if not - here is an overview of what is important: 

These framework conditions should also be regularly adapted and further developed. Because if you post regularly, you also learn a lot about the community and the reactions and can improve your own content based on this. 


What is a content plan again and why is it important?

It's actually nothing more than a project plan for activities, milestones and deadlines. 

First, you determine the general direction of travel with your content strategy by answering the following questions: Where do you want to go? Why do you want to get there? How do you roughly want to get there?

In the content plan, you then describe in detail the specific steps you will take to implement this strategy. You answer questions such as: What exactly do you want to do? How exactly do you want to do it? When exactly do you want to do it? The content plan is therefore a tactical plan and much more than a simple editorial plan.

A content plan is important because it increases your probability of success. Without preparation, the risk of failure is high and if you make mistakes during preparation - we all make mistakes - you can avoid things going wrong during implementation. 

And that brings us to the end of Part 1 - because yes! There will be a second part in which we have collected tips for you that can help with content creation. 

What have we learned? A content plan is essential for successful content marketing as it provides clear structures and goals. It increases the likelihood of success by describing in detail what, how and when something should be implemented. A well-documented plan saves time, avoids errors and ensures efficiency and focus. 


So, pencils out and let's get planning. You can find more articles in the 

The 1x1 of content planning - Part 1 

App or website? Or both? When it comes to visibility on the Internet, there are not only many possibilities for companies, but also challenges. Developing a website that fully represents your company doesn't just happen in passing. App development is no less complex, in most cases even more comprehensive, time-consuming and therefore more expensive. 

Anyone who decides on an app is then faced with the question: mobile or desktop? Not an easy question to answer either, bearing in mind that nobody knows which trends will set the tone tomorrow. 

Now there is also a hybrid variant, a mix of both, so to speak: Progressive Web Apps. 


Progressive Web Apps (PWA) are hybrid websites that work like traditional smartphone apps, but are accessible via a browser. This combination of website and app can be indexed by Google in a similar way to conventional websites. 

The indexing of a website is important because it determines the visibility of the website. The index is a large structured directory from which Google's algorithm draws its information. A website can only appear in the search results if it is listed in the index.

Progressive web apps also offer users the option of using content in a similar way to native apps and are available on different platforms. "Mobile first" is still very important, especially for developers, because a lot of content from the WWW is accessed via smartphones or tablets. So if you offer a hybrid version of a website (PWA) that also performs well on smartphones, you can gain a decisive advantage. 

PWAs offer all the advantages of native apps without the need for installation. They are easier to develop, crawl and use, which is another reason why they are an attractive option for mobile applications.


The technology behind PWAs goes back to a Google initiative.

Website operators have various options for making their content available to mobile users: mobile optimization or native apps. 

Native apps are installed via app stores, while responsive web design adapts websites to all devices. The apps are independent systems and are usually not directly accessible via search engines.

Google has responded to the growing use of closed web systems and introduced app indexing, which allows links to app content to be created and indexed. We have learned that indexing is crucial for visibility, and this applies not only to websites but also to apps.

With app indexing, app results now appear in Google search even if the app is already installed on the device.

Google promotes Progressive Web Apps (PWA), which combine the advantages of apps and websites. PWAs can be used without installation, adapt to different devices and also work with a poor internet connection. Actually mega, right?

Google defines PWAs as reliable, fast and user-friendly. And of course not to forget: What Google likes is usually more visible than what Google doesn't like. 


Now it's getting a bit technical, but we'll try to keep it as simple as possible. If you would like to read about how PWAs work and understand this in more detail using a practical example, you are welcome to take a look at 

Progressive Web Apps (PWA) are based on three main components: Service Worker, Application Shell and Web App Manifest. And we'll explain them now. 

JSON stands for JavaScript Object Notation and is a data format or data exchange format that is available in an easy-to-read text form. A JSON object begins with a curly bracket - for anyone who has ever seen website code and asked themselves the question.


We have mentioned some of the advantages from time to time in the course of this article, but here is an overview of all of them. 

The development of Progressive Web Apps (PWA) is significantly cheaper than native apps and requires less maintenance. This is partly due to the fact that it is less complex to build a PWA - less complex, ergo less expensive. 

Updates can be made continuously without the need to be tied to app stores, which allows webmasters to promote their PWA themselves. And there are also no costs for app stores. 

The content of the PWA can be indexed and therefore rank in search results. As Google is behind the initiative, there is also app indexing and therefore some push from Google. 

As there are no platform restrictions, users can use the content of the PWA with any mobile device. This is also great, because apps for smartphones have to be adapted to the operating system of the end device - which is not the case here. 

Web content can be used with almost any connection quality and the user's loyalty to their own web content is increased by "installing" the PWA. So if we fall back into the Stone Age for a few days (without an Internet connection), PWA content can still be viewed. 


Website or app? There is a third answer to this question with PWAs, which offer companies a great way to increase their visibility on the web. They combine the benefits of websites and native apps, making them a flexible and cost-effective option. Companies that are realigning their digital presence (want a new website or have even considered an app) should seriously consider implementing PWAs, as the benefits are undeniable. 

Progressive web apps - an overview 

Chat GPT here, image generator there - the possibilities surrounding everything related to Artificial Intelligence (AI) and what you can do with it are currently exploding. Creating images has not only become super easy but also incredibly fast. It is becoming increasingly difficult to clearly distinguish between AI-generated content and real photos.

In marketing, AI is being used more and more, and we are far from reaching the end of its potential. For consumers, it is becoming harder and harder to know what is real and what has been created by AI. Is this a problem? And what can we do about it? Enter a brand that is resisting this trend and setting an example.


We went on a search and quickly stumbled upon a 

, showing us that everyone is beautiful - free from algorithms.

Twenty years ago, in 2004, Dove, a Unilever brand, started the #RealBeauty initiative to portray women as they exist in the real world. Without filters and the like. But this is not just a stance; the company wants to provide evidence for it and thus uses the watermark 'No Digital Distortion' on all its images. In 2024, the brand is taking stock and examining through a study how views on beauty among women and girls have changed over the past two decades. The survey included 33,000 people in 20 countries.

The results of the study clearly show us what we need to do and where the world stands today. Here’s a 

"1 in 3 women feels pressured to change something about their appearance due to what they see online – even though they know these images are often edited or AI-generated. The rise in AI usage poses one of the biggest threats to beauty in the past 20 years. Therefore, it is more important than ever to show true beauty."

So our perception is faced with the challenge of not being influenced by artificially created content. Not an easy task, but all the more important.

We once asked Chat GPT to depict "the diversity of beauty" in a picture. 

Vielfalt von Schönheit.jpeg

We can see that different nations are represented and the picture is certainly "diverse". However, there is more to it and beauty is not fully represented. 


Dove wouldn’t be Dove if they didn’t do more than just conduct a study. So what to do? Of course, a campaign. And share it across all channels and possibilities so that as many people as possible become aware of the danger we face. And this has certainly not been bad for Dove's image either.

Watch Dove's video yourself, form your own opinion - we find it a successful positioning: "

If you don’t get goosebumps from this. #KeepBeautyReel by Dove is probably the best statement in recent times about the dangers of AI that we are still unaware of.


Media Content Changes the Perception of One’s Own Body

All smooth, no belly, with great skin, tan, simply beautiful - that’s how people present themselves on the internet, on social networks. We are all surrounded by content that is edited and suggests a picture of beauty that is far from reality.

The fact is that our perception of ourselves, our own bodies, and even our abilities changes, depending on the content we are exposed to. What we see, we become - that’s how our brain works.

The psychiatrist Jacques Lacan studied this in the last century, of course without Instagram and Facebook. He 

 how even toddlers see and recognize themselves for the first time: "This is the original adventure in which a person first experiences that they see themselves, reflect on themselves, and perceive themselves as different from what they are. This is the essential dimension of humanity that structures their entire fantasy life."

What we see shapes us, changes us - and for teenagers on social media, that’s about 5,000 images per week that are seen and even interacted with. The phenomenon has been studied for a long time, even Facebook is aware of the negative impacts. However, not much has changed yet.

 has an article that explores this topic and provides statistics such as: ...30% of teenagers are concerned about their appearance. ...18% feel pressured by the social media beauty ideal.

Content on social media leads people to perceive themselves differently, doubt themselves, and no longer find themselves beautiful. There is also a link to the development of mental illnesses such as eating disorders being studied.

We compare ourselves too much - and possibly with something that has been artificially created.


Anyone who reads, hears, or sees about AI today is confronted with the opportunities and possibilities: increased productivity, cost savings, new skills, and so on.

All of this is true, important, and crucial for the world to continue developing. But as always, everything has two sides - and the dark side is considered by critical voices to be more dangerous than wars or atomic bombs.

Whether rightly so or not - we’ll leave that open for now. Because one fact is: misinformation through AI is commonplace. This doesn’t just affect false news, fake headlines, and the like. But also content that does not correspond to reality - the wrong kind of beauty, for example.

We all have the responsibility and duty to think about a healthy, natural, and conscientious use of AI’s possibilities. One that does not make us ill. One that benefits us. You can read more about the risks and dangers of AI in the 

The integration of various possibilities through Chat GPT and similar technologies can lead to a significant increase in efficiency. Furthermore, there are many new skills that can now be added to the team - without having to build up personnel. We are at a point where the world is excited about the gadgets of AI and eagerly awaits what will be possible tomorrow.

But we must not forget that this also changes us and that the artificial is artificial and reality still looks different. We need more companies that, like Dove, set a good example so that we can still distinguish between what is real and what is fake tomorrow.

Flanke 7 GmbH

Jamstack Websites + Performance Marketing

Marketing becomes a success factor with Flanke 7:

Projects (All projects)

Display 7

Do you like our projects?

Blog (All posts)

The 1x1 of content planning - Part 1

Progressive web apps - an overview

Artificial Intelligence Meets True Beauty