Attracting new target groups
with the relevance analysis
More and more companies trust in content to raise their profile, and rightfully so. Unfortunately, fundamental questions are often left unanswered beforehand: Which target group do we want to reach? What kind of content do we need for that? What is our goal as a company?
We too believe that good content is a great way to attract new target groups and new customers. In order to achieve that, it is crucial to provide user-relevant content which is both part of his or her immediate interests and in line with the brand or product in question.
Scientifically proven and efficient.
This is why every content strategy is based on a detailed relevance analysis. We developed this method together with the University of Granada and are improving our approach regularly.
The relevance analysis
„… identifies the most promising customer-relevant subjects based on different data sources and helps us define the ideal range of topics for branded and unbranded digital platforms.
At the same time, brand- and product-related topics with a high search volume are being identified. These function as an enabler for additional traffic increase on a brand’s platform.”
We successfully used this method for several of our customers like Telefónica, AUDI or Open-Xchange. Not only did the results serve as the basis for the content strategy, it also provided us with concrete next steps for the overall brand communication.
The three phases of the relevance analysis:
Connecting to the user’s world
Every potential customer is unique and so are his or her interests. Brand-specific subjects can be a part of that, but often they aren’t. This leads to brands not being able to find a connecting factor and limiting the possibilities of approaching potential future customers.
The relevance analysis identifies links and relations between topics and, especially, correlations with the core brand topics by scanning websites, blogs, news sites and forums for keywords and semantic relations between them.
Claiming relevant topics
The findings lead to a weighted set of topics that match both sides. The brand will be able to claim topics that are in the user’s relevant set and so become part of it.