74 percent of online consumers get frustrated when content is not personalised to their interests. With the data available, brands should deliver the experiences their audiences ask for across channels. Join this session to learn how you can unlock key insights to drive lasting customer loyalty.

1. HOW TO CRAFT
CONTENT FOR
YOUR AUDIENCE
DATA MEETS STRATEGY MEETS BRAND
Stefanie Söhnchen
Head of Global Social Media & Marketing Partnerships

2. STEFANIE SÖHNCHEN
HAPPY TO
MEET YOU!

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4. FOCUS
STEP 1

5. Page 5 How to craft content for your audience
FOCUS
As with all business
endeavours, you need a
strategy for creating
content with the help of
data:
Have a clear idea why and
for what you are using data
STEP 1

6. Page 6
FOCUS
To achieve that it helps to answer some basic
questions (and to keep their answers in mind):
1. What do you want to say as a brand?
2. To whom do you want to say it?
3. Where do you want to say it?
4. Why do you want to say it?
STEP 1
How to craft content for your audience

7. BE REALISTIC AND
RELEVANT
STEP 2

8. Page 8
BE REALISTIC AND RELEVANT
When crafting your content strategy, data and knowing the environment you operate
in are crutial. That includes:
Media usage behaviour is ever changing.
This might mean that you need to learn new skills, get different equipment,
change how you use advertising money.
Different markets have different expectations.
That is true for the types of content, use of language and even emojis.
Different channels enable different results.
I.e. algorythms or new features can dictate what you should be doing where.
STEP 2
How to craft content for your audience

10. EXPLORE, EVALUATE,
ADJUST
STEP 3

11. Page 11
EXPLORE, EVALUATE, ADJUST
Which data sources might be relevant to you – once or on a re-occuring basis – can
be a matter of exploration. Here are some we use:
Facebook Custom Audience Insights
For: What are followers interested in? Which other brand pages? What are
their characteristics?
CTR & Completion rates i.e. of Insta Stories
For: Which content is more engaging. How to tell a story? How much to say?
What sparks discussion?
For: How to phrase CTAs? How to connect audiences for momentum or self-
regulation?
STEP 3
How to craft content for your audience

12. Page 12
EXPLORE, EVALUATE, ADJUST
Which data sources might be relevant to you – once or on a re-occuring basis – can
be a matter of exploration. Here are some we use:
Opening times and rates of newsletters
For: When to communicate? How to order and promote content?
SEO on the website and on the blog
For: How to phrase content? How to make ppl find our content
Performance insights
For: What is being clicked / what converts?
STEP 3
How to craft content for your audience

13. GET INSPIRED
STEP 4

14. Page 14
GET INSPIRED
Keeping an eye on your own stuff is really
important. But what‘s going on elsewhere is also
very helpful with finding out “what to do more
of“.
Here are some potentially interesting sources:
• What do other brands do?
• Industry newsletters
• Expert input on LinkedIn
• Google AdWords Keywords
• Trending topics according to market (Google
Trends, Twitter Trending Topics etc.)
STEP 4
How to craft content for your audience

15. BE PROFESSIONAL
STEP 5

16. Page 16
BE PROFESSIONAL
If you really want to continously produce data-
oriented, on-brand-content you‘re going to need a
team or at least rope in colleagues from other
departments for editorial input. Here‘s who you
might need:
• Editors or topic experts
• Channel owners (PR? HR?)
• Designers
• SEO specialist
• Performance specialist
• CRM manager
• Decision maker
STEP 5
How to craft content for your audience

17. Page 17
SUMMARY
• Lots of data input sources are already there – internal and
external ones
• You need to have a clear idea what you want and why in order to
not lose focus
• Based on this you need to choose the right data sources to
inform your content decisions
• You very likely will need a team or at least a regular editorial
meeting in order to achieve this
How to craft content for your audience

18. PROUD TO SHARE
ANY QUESTIONS?