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Hase und Igel
Hase und Igel

Positioning & Content Strategy

Relevance Is No Coincidence

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Everyone Wants to Be Relevant — But Only One Path Leads to the Goal

Understand how your market perceives your topic and product fields, what the needs and use cases are, and on which occasions with which expectations these become “acute”. Besides, communication has two sides: Whatever you want to be – people have to buy it. For this, it is important how you and other players are located. Our AI maps this playing field for you and shows the shortest way into the heads and hearts of your desired audience.

Positioning & Content Strategy with NEUTRUM:
What is it?

What do my stakeholders mean when they call for “more attitude” or demand “sustainability”? For what reasons do customers buy this natural product and how do they prefer to prepare it? Who might be interested in my new development and for what occasion? What topics do I need to talk about to reach the right people? As the “best in DACH” (Stevie Awards 2022 and 2023), our AI solutions show you faster, more neutrally and more interactively than any other method what really makes your market tick and where your opportunities lie. Completely unbiased, our algorithms create a “mental map” of your target groups – and show what is really relevant for them, who plays a role in this context and how you can best reach them.

NEUTRUM Applications for Positioning & Content Strategy

Traffic und Werbung im Wettbewerb
NEUTRUM

AI Targeter

In the Right Place at the Right Time

On which channel and when do I optimally address my customers? And where is the competition? Discover it with the AI TARGETER:

  • Best Sales & Marketing Intelligence Tool (Stevie Awards 2022).

  • Contextual & Semantic Targeting without Cookies

  • The right content on the right channel at the right time

  • Including competitor & advertiser analysis

B2B Client Finder
NEUTRUM

B2B Client Finder

What makes a customer the best customer? And where can I find more of them? The B2B CLIENT FINDER is your dating coach for companies:

  • Find optimal leads with digital twin

  • Determines the drivers for customer value and closing rate

  • Automatically finds the B2B target customers that match them

  • Delivers an evaluated lead list without buying from address marketers

Themennavigator
NEUTRUM

Topic Navigator

How does my target group see the topic? Which camps exist in the market? The TOPIC NAVIGATOR shows you the way to the best positioning:

  • Best Content Analytics Tool (Stevie Awards 2022 and 2023)

  • Your map of what the market is really interested in – and in which context

  • Reveals what activates and emotionalizes

  • Shows how brands and people are positioned

What does Positioning & Content Strategy do for me?

  • Understand which topics are important to your target group and how they are connected
  • Discover the different camps in your market, their use cases and protagonists
  • Identify the occasions, arguments and communication paths that really activate
  • Discover where you and other players are located in the market
This gives you the perfect basis for being truly relevant to your (desired) customers and for being understood – by docking to the appropriate use cases at the right occasions with the right words. And by delivering your tailored content at the optimal time and place.

Success Stories

büromöbel

The Game Mastered

The well-known company is very strong in office chairs and executive chairs. However, the greatest market growth – with particularly attractive margins – is in the gaming chair submarket. With the options available to the company, it’s not too difficult, in principle, to develop a good offering for gamers.
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Spezialchemiekonzern

Faster Than the Crisis

For a global chemical company, even minor incidents can trigger widespread public outrage, jeopardizing the company’s value. Hare & Igel is developing a system to detect, evaluate, and proactively respond to the earliest warning signs of a potential crisis through constant monitoring of public communications.
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berky

The Treasure Map to the Market

Berky, a leading supplier of specialty boats used to maintain dikes, sees new business opportunities in removing plastic waste from waterways. But how should the new market be conquered? Using Hase & Igel solutions, Berky discovers the relevant use cases and industries and identifies typical target customers and suitable partners.
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4.3 WhatzDogs 1

Who Let the Dogs Out?

WhatzDogs wants to make life with dogs less stressful. For the successful market launch of the new app, it is important to find out what issues dog owners are concerned about in which situations, where they go for advice and how and when it is best to reach them. Hase & Igel’s tools show the way for content strategy, channels and timing.
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foerdertechnik-conveyer-belt-5

Market Development with AI

With Hase & Igel’s analysis tools, the industrial company identifies and develops new markets for its product range. Within twelve months, it finds the right countries, industries and use cases, understands the needs and scouts attractive target customers. In this way, we succeeded in growing profitably despite declines in our core segments.
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Cheers to Success

Cheers to Success

Many liquors are drunk especially in bars, clubs and festivals. This one, too. Corona lockdowns thus threaten sales and brand. What to do? Lead agency Drehmoment relies on solutions from Hase & Igel – and finds those drinking occasions, recipes and media for the brand that keep it in the hearts and throats of consumers.
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. Data instead of gut feeling

Data Instead of Gut Feeling

One of the core tasks of an association is to be a concise voice for its members in public. In order to identify the really relevant topics faster and more precisely, to recognize positioning opportunities earlier and to increase campaign capability, AIKA uses data-driven, intelligent NEUTRUM applications.
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Positioning & Content Strategy

à la NEUTRUM – that's how we do it …

  • Persona workshops? In-depth interviews? Design thinking? Nope – we approach it completely differently: We collect all digital expressions of your target group in your desired market and desired area and analyze them with award-winning AI algorithms.
  • These algorithms are specialized in understanding contexts and networks. They show you what the field looks like in the words of the target group, what activates (mobilization) and emotionalizes (sentiment) and who plays a role in this.
  • Since “when” and “where” are also important for your content strategy, our solutions show you for each topic and each camp in which media and at which times you can best publish your content.
  • Because we use behavioral data that has already been accumulated, our solutions lead to results in the very short term – and we can also look far into the past.

And how do I get my Positioning & Content Strategy now?

marktcheck keywords

1 Appointment

Get a non-binding appointment right now, where we can discuss your request together. This way we can find the optimal selection (and, if necessary, combination) of our tools for you and make you an offer.

2 Setup

If you give us the go-ahead, we will set up your solution and either provide you with the software with which you can carry out the analyses yourself, or deliver the collected and analyzed data to you in the software.
themennavigator
content channel

3 Conclude & Analyze

Our solutions support you in drawing conclusions and decisions from the analyses. But we are also available to you personally as experienced sparring partners – everything is possible, nothing is mandatory.

Frequently
Asked
Questions

  • Why shouldn’t I just take a classic approach? Interviews, persona workshops, etc.?

    Hey – we have nothing at all against interviews and persona workshops. They absolutely have their strengths. But they also have considerable weaknesses: When you interview people, you already ask them the questions and possibly even put words in their mouths. You’re already giving them your view of things. And you don’t necessarily get honest answers. The same goes for persona workshops or customer focus groups – these are rather artificial situations that are strongly influenced by how you ask the questions and define the problems. Our solutions, on the other hand, don’t ask questions and hypothesize to anyone at all – they observe how your target groups naturally behave and express themselves in their own words, and from that they show what moves them and in what context. With our solutions you get a real outside view, undistorted and 100% authentic. Which, by the way, is a great starting point for developing personas based on the results of the identified 70 themes and contexts, or for conducting in-depth interviews to find out why a certain camp in the market sees things the way they do.

  • Don’t you just do media response analyses here? That’s been around for a long time.

    Far from it. Media resonance analyses examine who is writing something about you or a topic you have predefined, where and perhaps whether this is positive and mobilizes others. Our solutions for your Positioning and Content Strategy, on the other hand, show you the individual topics, aspects and contexts from the perspective of your audience – what  is being talked about, how, by whom, in what context and on what occasion? Which camp reacts to what kind of argumentation? In this way, you not only count reach and likes, but also recognize the actual drivers of relevance.

  • Are analyses for Positioning and Content Strategy a consulting project for you or can I do them myself with your tools?

    You can definitely do it yourself with our tools – that’s what they’re there for 🙂
    But the right tool selection, the right combination and the optimal setup depend on what you want to find out about which market. We will find out together in a free initial consultation.
    Then you can decide for yourself whether we only provide you with the tools and you start the analyses yourself (Software as a Service), or whether we collect the data for you with the tools and hand them over to you with the results (Data as a Service).
    Of course you can also get inspired by the case studies on this page and directly order the tools you are most interested in – we do not impose our consulting on you 🙂

  • How much does a positioning analysis or a basis for my content strategy cost?

    Oh dear, there it is – the question of all questions. And you already guessed the answer: It depends. It’s a stupid answer, we know. But that’s the way it is. Basically, anything from a medium four-digit to a medium five-digit number can be entered there. The drivers for costs are:

    • How many different “arenas” (e.g. topic areas, product areas, markets, target groups) do you want to investigate? 

    • How many languages should be considered?

    • How deep do you want to zoom in? Do you “only” want to understand which topics and arguments you should focus on, or do you want to extract the perfect advertising slogan from the AI as a result?

    • Do you operate the tools yourself, or should we do it for you and upload the results directly?

    These are the questions we will clarify with you in a free initial consultation. Arrange it now!

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Positioning & Content Strategy
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