Abstract
Problem: Content overload. Solution: Enhanced targeting based on solid research. Market research institutes are sometimes considered the natural enemy by marketers. We would like to argue: relax. Research does not 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 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. It concludes with a milieu-based discourse analysis of award-winning branded storytelling in the sportswear and automotive sectors.
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- 1.
For further information, see www.sinus-institut.de/sinus-loesungen/milieu-infopakete/.
- 2.
For further information, see https://www.sinus-institut.de/sinus-loesungen/digitale-sinus-milieus/.
- 3.
For further information, see www.sinus-institut.de/fileadmin/user_data/sinus-institut/Bilder/MIND/Listening_to_Asia_MIND_Study-Online.pdf.
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Further Reading
Du Plessis, C. (2015). Academic guidelines for content marketing: Research-based recommendations for better practice. Proceedings of the LCBR European Marketing Conference pp. 122–129.
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Edwards, J., Calmbach, M. (2020). More Signal, Less Noise: Targeted Content Marketing with Sinus-Milieus. In: Wesselmann, M. (eds) Content gekonnt. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-24620-4_9
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