Content is essential for any communication measure, is expanded daily, and is subject to constant change. The introductory part of the article explains why content has changed significantly in recent years and often no longer works as usual today. Today we can play out or place content on over 10,000 (Chiefmartec, Retrieved September 15, 2022, from https://chiefmartec.com/2022/05/marketing-technology-landscape-2022-search-9932-solutions-on-martechmap-com/ , 2022) different marketing channels/technologies. Added to this are ad blockers, firewalls, the explosion of touchpoints, and limited time reserves of the target group. The question is, which content in today’s content overload still has a chance, and how it can be successfully placed with a target group and within the search engines and channels. Promising here is the SCM (Situational Content Marketing), which also builds on behavioral psychology and falls into the category of soft selling. This content shows that psychosocial benefits for customers can often have greater relevance than factual-functional benefits (Esch, Strategy and technique of brand leadership, Vahlen, 2016a). The use increasingly serves industry-relevant information from the legal-political environment, the trend toward further education, and the social environment. The company positions itself as a knowledge pioneer and supporter with concrete benefits for the target group. In extreme cases, the company even protects the target group from legal consequences. These measures create a high level of trust in the target group and ultimately lead to higher sales of the company’s products/services. This article vividly demonstrates how this has already been successfully implemented in practice and how smart content marketing works against content overload.