The document discusses different types of online content for marketing innovative products and receiving a German award. It outlines five categories of online content: information portal, showroom, online marketing mix, lead generator, and sales engine. For each category, it provides examples of relevant keywords, what type of content should be included, and what visitors are looking for from that particular content. The overall document provides guidance on developing an optimal mix of online content types to promote products or services for the German innovation award.