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CMW bingemarketing - blue print audience journey - Carlijn Postma


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A blue print of the audience journey as presented on Content Marketing World 2019.

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CMW bingemarketing - blue print audience journey - Carlijn Postma

  2. 2. THE HEROES JOURNEY APPLIES TO ALMOST EVERY MOVIE @carlijnpostma #bingemarketing
  4. 4. 1. ORDINARYWORLD @carlijnpostma #bingemarketing 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).
  5. 5. 2. CALLTO ADVENTURE @carlijnpostma #bingemarketing 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 / campaign). 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. 1. 2. 3. 4. 5. 6. Etc.
  6. 6. 3. RESISTANCE OFTHE CALL @carlijnpostma #bingemarketing 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. 1. 2. 3. 4. 5. 6. Etc.
  7. 7. 4. MEETINGTHE MENTOR @carlijnpostma #bingemarketing 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?
  8. 8. 5. CROSSINGTHETHRESHOLD @carlijnpostma #bingemarketing 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.
  9. 9. 6.TESTS,ALLIES AND ENEMIES @carlijnpostma #bingemarketing 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. 1. 2. 3. 4. 5. Etc.
  10. 10. 7.THE APPROACH @carlijnpostma #bingemarketing 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.
  11. 11. 8. CENTRAL ORDEAL @carlijnpostma #bingemarketing 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 different angles.
  12. 12. 9.THE REWARD @carlijnpostma #bingemarketing 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.
  13. 13. 10.THE ROAD BACK @carlijnpostma #bingemarketing 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.
  14. 14. 11. RESURRECTION @carlijnpostma #bingemarketing 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.
  15. 15. 12. RETURN WITHTHE ELIXIR @carlijnpostma #bingemarketing 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.
  16. 16. @carlijnpostma #bingemarketing BINGE MARKETING THE BEST SCENARIO FOR BUILDING YOUR BRAND (Only available in Dutch and looking for a publisher on the American market.)
  17. 17. CARLIJN POSTMA OWNERTHEPOST(AGENCY)& CONTENTMARKETING STRATEGIST Author & speaker Content Marketing Woman of the year 2017 Chairman Platform Content Netherlands E: M: 0031 6 1400 18 28 L: T: @carlijnpostma CARLIJN POSTMA EIGENAAR & 
 CONTENT MARKETING STRATEEG Auteur Content Marketing Vrouw van het Jaar 2017 Voorzitter Platform Content