Relevance Analysis

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:

How the Relevance Analysis works: Identifying user interests to get to know your customer.

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.

How the Relevance Analysis works: Connecting your brand's topics with correlating user-relevant topics.

Finding cor­re­la­ti­ons

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.

How the Relevance Analysis works: Publishing relevant content to position your brand in the user's immediate field of interests.

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.

BREAK THROUGH

THE PERFORMANCE GLASS CEILING

To find out more about our case stu­dies have a look at

Our Work