CMW bingemarketing - blue print audience journey - Carlijn Postma
CONTENT MARKETING WORLD 2019
TO ALMOST EVERY
TAKING ON HIS
What is the mindset of your audience in which you can
Be relevant in the near future, but are not relevant yet.
Describe the whole journey in I (first person).
2. CALLTO ADVENTURE
What triggers the audience to start thinking about the idea
or the problem? This can be an internal motivation, but
also an external trigger (like an episode / piece of content /
You can get a very long list of triggers by analyzing data.
Then try to categorize those triggers. For example into
‘practical’, ‘emotional’, ‘how to’ etc.
3. RESISTANCE OFTHE CALL
What resistance does the audience have? This is about
the resistance within the same ordinary world; often
it is in opposition to the triggers.
Here you can get a very long list of resistence by analyzing
data as well. Then again try to categorize them.
4. MEETINGTHE MENTOR
Who's the mentor to your audience? Who can assist them
in their doubt, challenge and quest from the call to
adventure? Are these your employees? External experts?
Internal experts? Or maybe your clients? Influencers?
The audience has now arrived at the border. The border
between the world he knows and the unknown world it’s
about to enter. That sounds wonderful and it is in a movie.
In the audience's journey, this can simply be the world in
which it is going to immerse itself in a subject, an emotion
or a product.
6.TESTS,ALLIES AND ENEMIES
The audience is looking for more information and
comparative material: 'Who else can tell me about this?’,
'Is it true what is being said?' And so your audience
googles about it, they ask for tips and advice in their
environment and want to know everything. Here they
also meet new friends, other brands (or mentors of those
brands) who work in the same domain and with the same
company. But also literally content competitors. For you
as a brand you can find out if there is space for your
content or, if not, who you should partner with, or just
stay away from this trigger because it is to crowded.
In this phase of the approach of the inmost cave it really
comes down to it. Facing the dragon, as it is called in the
monomythe. The audience takes on an extra challenge on
their personal journey. This is the moment that you can
come to the fore as a brand. You now have to prove to
your audience that your content is what it needs and that
you as a brand are the most reliable. Here you are
looking for the burden of proof of your story. This is a
good time for many brands to bring an extra service to
the fore, for example.
8. CENTRAL ORDEAL
It's on or under. The ultimate test, the final phase. Will the
audience come along? Or does it drop out? Or as in the
monomy- the: Will the main character make it? Or will he
die? As a brand, you can once again use your mentor to
assist the audience with advice and action. Your audience
must start believing in you. It must be trusted that your
brand is the only one with the best and most relevant
content. You can often use a review of all the convincing
reasons from previous phases for this phase. No literal
repetition, but a fragment or a trailer, possibly with
In binge marketing, the theme of the reward is always
trust in the brand. The reward is the last phase of your
audience in the unknown world. It did all the testing,
it took on all the challenges it needed to be convinced
and it passed all the tests. At least that goes for the
audience that is still present. Even in the previous phase,
the central order, you will have lost part of your audience
again. But the audience that has passed all the tests and
is still present, has confidence in your brand.
10.THE ROAD BACK
Now it's a matter of keeping that feeling, that trust. So
before the audience gets back into a mindset in which
you as a brand no longer matter, you want to be able to
bring your audience back to your content at any relevant
moment. This means that you are looking for an
opportunity to set up a first-line communication with the
audience. You prefer to make this connection with your
audience on your own brand's channel.
The audience feels enriched by the content of your
brand and can return to its own, familiar world, in which
you as a brand do not directly matter. If you still don’t
have the opportunity to contact your audience in the first
line, this is your last chance. The trigger that started the
journey is starting to fade into the background.
12. RETURN WITHTHE ELIXIR
It's over. Your audience has completed its journey and
turns back to his ordinary world. The triggers have hit the
ground. But the audience did take something from his
journey. This can be certain knowledge or wisdom, but
also an emotional or social addition to his life. And it
owes that to your brand, among other things. Audiences
who have consciously subscribed to your newsletter,
installed an app or subscribed to your podcast can now
be seen a loyal committed audience.
THE BEST SCENARIO FOR BUILDING
(Only available in Dutch and looking for a
publisher on the American market.)
Author & speaker
Content Marketing Woman of the year 2017
Chairman Platform Content Netherlands
M: 0031 6 1400 18 28
Content Marketing Vrouw van het Jaar 2017
Voorzitter Platform Content