Excellent.org selects the top picks of blog posts from 2020 and thus reports on content marketing, unique selling proposition, home office, trust funnel and user experience, the picture shows a typewriter with a sheet of paper saying Best Of 2020

Our top picks of blog posts from 2020

„Happy New Year!“ We hope you have had a good start to the new year and are looking forward to the future full of beans. But before we look ahead with enthusiasm, we would like to take a look back and reflect a little. The year 2020 was a truly extraordinary year that none of us will forget in a hurry. However, amidst the many bad news, there were definitely positive experiences and moments. Lots of posts were published on the EXCELLENT.ORG blog, packed with all kinds of added value. We have therefore picked out our top four picks and want to review them once again.

Trust Funnel – Why the Marketing Funnel is no longer sufficient

Right at the beginning of the year, we started with an article about the so-called trust funnel. We at EXCELLENT.ORG have always wanted to create more trust. Through genuine customer reviews, we increase the credibility of our customers and give many people security. Not surprisingly, then, the trend is moving more and more towards customer loyalty, trust and relationships.

The trust funnel is a departure from the original AIDA concept. In this case, it was merely a matter of persuading the customer to make a purchase, with little attention paid to the post-purchase phase. In the trust funnel, however, there are two further important steps even after a purchase has been made: retention and advocacy. The main focus here is on customer loyalty, i.e. helping customers with questions or problems, and actually inspiring them. Only in this way will they be happy to recommend your company to others of their own accord.

If you want to learn even more about the trust funnel, take a look here.

5 tips to master the home office

It’s obvious that a post about home office can’t be missing in 2020. So back in March, our team got together (virtually) and combined the best tips for working from home into one article. This covered a wide range of areas, such as the workplace, working hours, and even communication with colleagues when you’re no longer sitting next to each other.

After so many weeks of remote working, it can certainly only do you good to take another look at these tips.

Excellent.org: 5 tips to master the home office, the picture shows a desk with two plants a water bottle, a laptop and a desktop, the desktop says "Work hard anywhere"

Unique Selling Proposition (USP) – How to find and formulate your unique selling proposition.

Again and again you hear about the USP, the unique selling proposition of a company. In June, we therefore collected and wrote down all the important information about this construct. The result is a great basic article that we refer to over and over again.

A unique selling proposition is now an absolute must in almost homogeneous markets! This is the only way you can be successful in the long run and survive on the market. The most important thing is that it is not just an additional benefit. Instead, your USP should above all be unique, relevant to the target group, economical and defensible.

Read here how you can find and formulate your own personal USP.

Content marketing convinces through credibility

Even marketing that is not directly aimed at selling a product can achieve significant benefits for companies. For example, providing valuable content that adds value to your customers can contribute to the success of your business. This can include blog posts, tutorials, guides, infographics, and more.

Learn more about the benefits of content marketing in this post.


These and many other interesting posts appeared on our blog last year. This year, you can look forward to many more relevant and timely topics. Until then, feel free to browse through the last weeks and months again. You are sure to find one or the other topic that can drive your business forward.