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The Content Strategy Knowledge Base aims to support practitioners, students and teachers of content strategy.

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Business strategy for digital markets

Goop Business Strategy and respective models have been around since the beginning of economics and business administration. Digital Markets are, compared to that, a very young phenomenon. The course will teach existing and emerging Business Strategy Models and how to apply those to the challenges and needs of Digital Markets.

Teachers

Dieter Rappold
Dieter Rappold
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Lecture Reports
10 Apr 2026

From Clicks to Citations: Navigating the Zero-Click Economy in the Age of AI Assistants

The digital landscape is shifting from a "search engine" model based on clicking blue links to an "answer engine" economy where AI provides direct, synthesized information. To thrive, businesses must pivot from traditional SEO to Generative Engine Optimization (GEO), prioritizing expert authority and citable data to ensure their brand is referenced by AI assistants.

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Technology Driven Customer cover image

Lecture Reports
2 Apr 2026

Customer 5.0: How to Future-Proof Your Content Strategy for the Technology-Driven Customer

This article builds on concepts introduced in the class Business Strategy for Digital Markets taught by Dieter Rappold. Expanding beyond the classroom discussion, it explores the Customer 1.0 - 5.0 framework by connecting it to content dynamics and the growing influence of emerging technologies on customer behavior and brand communication, highlighting its relevance for today's strategists.

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Lecture report DR 2

Lecture Reports
3 Feb 2022

Strategy is Dead. Long Live Strategy!

What exactly is strategy? Why do we need it? How do we create a successful business strategy? And why do some say strategy is dead? Dieter Rappold explained at the beginning of his course 'Business Strategy for Digital Markets', why and how business strategy has totally changed in the digital space, and why strategy is even more important because of these changes. The new landscapes of digital business strategy are the playground for relevant content strategies.

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