Content marketing in the zettabyte era must be not only customer-centric but also systematic.
Problem: content overload. Solution: enhanced targeting based on solid research. Market research institutes are sometimes considered the natural enemy by marketers. We beg to disagree: relax. Research doesn’t aim to replace creative instinct but rather to feed it with empirical insight. After explaining why current market conditions make research-based targeting necessary, this article from 2020 introduces the SINUS-Milieus target group model and positions it as the foundation for a content marketing strategy based on data, drama, design, and distribution.
- Which kinds of data can be used to define customers’ needs?
- Which elements of drama capture customers’ attention?
- Which visual (and audio) designs resonate with customers’ tastes?
- Which distribution channels (touchpoints) best reach customers?
The article concludes with a milieu-based discourse analysis of award-winning branded storytelling in the sportswear and automotive sectors. It was published in “Content gekonnt” (“Slick Content”).