Content marketing in the zettabyte era must be not only customer-centric but also systematic.

Problem: content overload. Solution: enhanced targeting based on solid research. Market research institutes are sometimes considered the natural enemy by marketers. We beg to disagree: relax. Research doesn’t 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 from 2020 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. 

  • Which kinds of data can be used to define customers’ needs?
  • Which elements of drama capture customers’ attention?
  • Which visual (and audio) designs resonate with customers’ tastes?
  • Which distribution channels (touchpoints) best reach customers?

The article concludes with a milieu-based discourse analysis of award-winning branded storytelling in the sportswear and automotive sectors. It was published in “Content gekonnt” (“Slick Content”).


The authors:

Overview SINUS studies


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