Maze & Friends does content marketing from Vienna for brands that want to win people over with knowledge rather than volume. We find the questions your customers really ask and answer them in guides, videos and case studies that get found.
In short: Content marketing wins customers with helpful content instead of direct advertising: with guides, videos, case studies or newsletters that answer real questions. Maze & Friends is a content marketing agency from Vienna and produces copy and films in the same team, starting from your company’s knowledge. What we measure is whether content gets found and brings enquiries.
Many companies produce content to the rhythm of the calendar: a few posts every week, a blog article every month. Hardly anyone asks who is supposed to read it and what they should do afterwards.
The result is general tips that every competitor publishes in just the same way. Since text AI became available to everyone, there is more of that than ever, and mediocrity has lost its value. What gets found, cited and recommended is content only you could have written.
The knowledge for it usually exists in-house already, with management and sales. It rarely makes it onto paper. In a workshop or in interviews, we draw it out and turn it into content for every channel.
First we find out which questions your customers ask Google and which ones your sales team hears every week. That produces a topic plan in which every piece has a clear job and a KPI we measure it by.
In a workshop, we draw out your team’s knowledge and record it in writing: processes, typical cases, objections and your customers’ questions. At Planungsbüro Grassl, this knowledge base feeds every format, from the brand film to the newsletter, without anyone having to explain the same thing twice.
A good guide answers a question completely. The answer sits at the top, the sources at the end, and in between everything a decision-maker needs to think further. We write for people with little time, and we build every article so that Google and AI assistants recognise it as a reliable source and can name it in their answers.
A well-planned shoot day delivers short videos and photos for many channels. Experts from your company explain in their own words what they do, and that carries more weight than any voiceover.
Decision-makers believe projects more than promises. We write case studies with the starting point and verified figures, and we film client testimonials without memorised lines.
A piece of content is only finished when it reaches its readers, through search, newsletter, LinkedIn or ads. Every month, we show which pieces get found and which trigger enquiries.
In the call, we clarify your goal and audience and look at which content already exists. Then you get a fixed-price quote.
Search data and questions from sales produce a prioritised topic plan. You approve it.
In one session with your team, we gather knowledge and examples. The result is the source for every format.
Copy and shoot day come from the same team. You approve every piece before it is published.
We publish on your website, and for every piece we plan where else it can find readers, in the newsletter or a campaign, for example.
Every month you see what gets read and what brings enquiries. We expand strong pieces and rework weak ones.
Social media is one of the channels through which content reaches its readers. Content marketing starts earlier, with the customer’s question. A post in the feed usually disappears quickly; a good guide can be found through Google for a long time. How we look after channels is described on our social media marketing page.
Content marketing and SEO interlock: search data shows which questions are asked, and content marketing supplies the answers. Our SEO page describes the technical side.
And we don’t produce for volume. A few pieces that bring enquiries suit us better than many that nobody would miss.
When buying decisions take a long time and several people have a say, guides and case studies supply the arguments before your sales team calls. For the iSi Group, a content plan led to the film “iSi World”. The result: +150% reach and twice as many B2B enquiries.
Anyone courting companies or skilled workers has to explain why here of all places. For the Vienna Region, we created blog posts and company portraits in video form that tell the location’s story first-hand, embedded in a social media strategy with 5.5 million reach in four years.
Explaining products makes them easier to sell, because customers get their questions answered before they buy. For Canal Toys Deutschland, we wrote guides on the questions parents really ask.
Industries
Regions
The questions people ask before deciding on content marketing, and the answers that bring clarity.
Content marketing means winning customers with helpful content instead of direct advertising. A company shows its knowledge, in guides, videos, case studies or newsletters for example, and answers the questions customers have before making a decision. Whoever delivers the most helpful answer gets found and, ideally, gets the enquiry.
Typical examples of content marketing are guide articles, explainer videos, case studies, downloadable checklists and newsletters with expert knowledge. It becomes effective as a system: at Planungsbüro Grassl, a workshop produced a knowledge base that feeds the brand film, short videos, guides and newsletter. One idea, explained cleanly once, works there in many formats.
A content marketing agency plans and produces content that attracts customers and measures what it delivers. That includes topic research, copy, video and photo, and distribution through owned and paid channels. The goal makes the difference, because good agencies measure by enquiries and revenue. At Maze & Friends, copy and film come from the same team that is responsible for the strategy.
A content strategy starts with the goal and the audience; topics only come afterwards. Next, you collect your customers’ questions from search data and sales and rank them by importance. Then you decide which piece of content answers which question and on which channel it appears. Finally, you define how you measure success, by enquiries or newsletter sign-ups, for example.
You measure the success of content marketing by the enquiries and purchases that come about through content. Page views show whether a piece is read; Google Search Console shows whether it is found. What matters is the connection between the two, meaning which guides people read before they get in touch, and clean tracking in GA4 lets you trace exactly that step by step. How we set it up is described on the website & tracking page.
Content marketing is a lever with a lead time, because content first has to be found and trust first has to grow. A guide needs time before Google classifies it, while a video in a campaign reaches people as soon as it runs. That is why we combine both: content that keeps being found and paid distribution for the start. We show progress monthly against the baseline values.
AI can help with research and structure, but it doesn’t replace your company’s knowledge. Content made only of general knowledge now exists in abundance, and it stands out neither on Google nor in AI answers. We use AI as a tool. The substance comes from workshops and interviews with your team.
More technical terms, briefly explained: Marketing glossary
Bring the questions your sales team answers again and again. In a free strategy call, we show you which of them have the greatest potential in search and sales. Then you get a fixed-price quote.
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