Companies are too busy to topics work through topics .

With over 12 years of strategy experience, Jasper von Hardenberg has been a digital planner from the very beginning. From his work for traditional, digital and content marketing agencies, he knows how crucial the convergence of conventional marketing and digital analytics is for successful communication.

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

We observe the same challenge at many companies. Communication teams are bombarded with requests for new topics content from all sides. Whether it's the board of directors, sales, product management, the trade fair team, or current trends such as Black Friday. People are far too busy topics all these topics and often lose sight of which of these topics are topics relevant and which are not. Customer and user centricity is something that has been set as a goal, but this cannot be achieved by working through wish lists, only through continuous data analysis.

The biggest challenge is undoubtedly the human factor. Most communicators are not yet accustomed to making decisions based on data. It is therefore important to find a meaningful way to incorporate data insights into the editorial process. The Scompler topics can be very helpful in this regard, but the right talent and data tools must also be available to ensure that this can be sustained in everyday editorial work.

This is a very important point, because without content, this work makes no sense at all. Only when we know which keywords our content should and can rank for, only when we know which formats and topics work topics social media or advertising, only when we know which content leads users to our products, can we publish content that achieves its goals.

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.

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.

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 into everyday editorial work. We have seen far too often that the important and good ideas from the strategy phase end up gathering dust on charts in everyday editorial work. This does not happen with Scompler.

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!