"Companies are too busy to simply work through issues"

Jasper von Hardenberg is the managing director of our partner CRTN Marketing GmbH. We asked him about the challenges of data-driven communication and why he relies on Scompler when selecting technology.

Jasper, why is data-based identification of topics becoming increasingly important?

We observe the same challenge at many companies. Requests for new topics and content are coming at communications teams from all sides. Whether it's the board, sales, product management, trade fair team or current trends such as Black Friday. People are far too busy to deal with all these topics and often lose sight of which of these topics are really relevant and which are not. Customer and user centricity is something you have set out to achieve and this cannot be achieved by working through wish lists, but only with continuous data analysis.

Where do you see the biggest challenges in this area?

The biggest challenge is certainly the human factor. Most communicators are not yet used to making decisions based on data. It is therefore important to find a sensible way to incorporate data insights into the editorial process. The Scompler topic score can be very helpful here, but the right talent and data tools must also be available so that this can be maintained in everyday editorial work.

Okay. But what role does content play in this?

A very central one, because without content this work makes no sense at all. Only if we know which keywords our content should and can rank for, only if we know which formats and topics work in social media or advertising, only if we know which content leads users to our products, can we publish content that achieves its goals.

How can the digital findings now be incorporated into the strategy?

A good content strategy manages to combine knowledge about the interests of the target group with data from digital reality and activate this knowledge in a meaningful way for the brand and product on all relevant channels. This is a multi-complex mental task based on market research, digital analytics and corporate strategy, for which you should take the necessary time.

What role does CRTN play in this?

Our team of strategy, data and content experts has been helping brands, newsroom and communications teams to make meaningful use of data in content strategy and editorial work for over 6 years. In doing so, we help our clients make rapid progress in concentrated project work or are an ongoing part of the editorial team.

How do you use Scompler for this?

Scompler is the only tool on the market that can map a state-of-the-art content marketing strategy in all its facets and thus transfer it to everyday editorial work. We have seen far too often that the important and good considerations from the strategy phase get bogged down on charts in everyday editorial work. This does not happen with Scompler .

What makes the topic so topical overall?

Content marketing is becoming even more relevant with the advent of the cookie-free age: Consistent integration with CRM or SEO and SEA work are just the first examples of this. More than ever, digital content must be planned and managed in a cross-channel and performance-oriented manner. And this only works with the right tool.

Many thanks to Jasper von Hardenberg for the interview!