1. The document outlines Carlijn Postma's keynote on "Binge Marketing", a sustainable content marketing strategy based on creating content in serial form around shared audience interests, similar to television series. 2. Binge marketing involves translating a brand story into the scenario of a great TV series, with ingredients like main characters, themes, genres, seasons and episodes. 3. Postma uses the example of the movie Finding Nemo to demonstrate how the Hero's Journey monomyth applies and can be used to engage audiences through content. 4. Examples are also provided of how to map the Hero's Journey framework to a specific target audience persona to create a compelling narrative for a content series.

1. KEYNOTE
AMSTERDAM, NETHERLANDS ~ SEPTEMBER 8 - 9, 2022
DIGIMARCONEUROPE.COM | #DigiMarConEurope
DIGIMARCONNETHERLANDS.NL | #DigiMarConNetherlands
Carlijn Postma
FOUNDER
THE POST
Binge Marketing,
The Hollywood Way to a
Sustainable Content Marketing
Strategy

2. Brand strategist,
author & speaker

4. WARNING!
SPOILERS

5. OKAY, JUST ONE MORE…

6. +8
MINUTES

7. WHAT IS
BINGE
MARKETING?
Binge marketing is a sustainable marketing strategy that allows
you to build a long-term relationship with your audience
through the use of serial content, based on the shared interests
of your audience and your brand. This earns you the trust of
your audience and allows you to lay the foundations for
achieving your marketing goals.

8. 1.“IT’S ALL ABOUT
AUDIENCE
DEVELOPMENT"

9. “I AM A
TARGET GROUP
TO MANY
BUT AN
AUDIENCE
TO ONLY
A FEW.”
~ your customer ~

10. 2. ALWAYS CREATE
CONTENT IN
SERIES

11. 3. FOCUS ON THE
SHARED
INTERESTS

12. ”We don’t do live sports or news,
because we are on demand.”
Ted Sarandos at Cannes Lions

13. “IT’S ALL ABOUT
AUDIENCE
DEVELOPMENT”
Robert Rose
contentmarketing expert
TRANSLATE
YOUR BRAND
STORY INTO
THE SCENARIO
OF A GREAT
TV SERIES

14. WHAT IS YOUR
JOB TO
BE DONE?

15. INGREDIENTS
PLOT
SUMMARY
1.
WHO ARE YOUR
MAIN CHARACTERS

16. 2.
WHAT IS YOUR
ARENA?
(PLACE, TIME,
CIRCUMSTANCES)
INGREDIENTS
PLOT
SUMMARY

17. 3.
WHAT 3-5 THEMES?
INGREDIENTS
PLOT
SUMMARY

18. 4. GENRE?
INGREDIENTS
PLOT
SUMMARY

19. SEASONS &
EPISODES
#bingemarketing

22. MY HEROES #bingemarketing

23. #bingemarketing

24. CMO’S
ARE THE
SHOW RUNNERS
OF THE BRAND

29. WHAT DOES
YOUR AUDIENCE
WANT TO HEAR
FROM YOU?
@carlijnpostma #bingemarketing

30. JOSEPH CAMPBELL
THE HERO’S
JOURNEY

32. 1. ORDINARY
WORLD
Marlin lives in the
coral with his only
son Nemo.
@carlijnpostma #bingemarketing

33. 2. CALL TO
ADVENTURE
Marlin watches
Nemo swim out in
the open ocean and
get caught by divers.
@carlijnpostma #bingemarketing

34. 3. REFUSAL
OF THE CALL
Marlin is afraid of
open water and
doesn’t swim after
Nemo out of fear.
@carlijnpostma #bingemarketing

35. 4. MEETING THE
MENTOR
Marlin meets Dory
who gives him
courage and advice.
@carlijnpostma #bingemarketing

36. 5. CROSSING THE
THRESHOLD
Marlin starts his big
journey in open sea
accompanied by
Dory.
@carlijnpostma #bingemarketing

37. 6. TESTS, ALLIES,
ENEMIES
Marlin and Dory
meet the ‘vegetarian’
sharks (look like
friends, are not) and
the pelican (looks like
an enemy, is not),
they meet with the
turtles… etc.
@carlijnpostma #bingemarketing

38. 7. THE APPROACH
Dory swims into the
lights, which are
jellyfish. Marlin has to
overcome another
fear and has to save
Dory from the
jellyfish.
@carlijnpostma #bingemarketing

39. 8. CENTRAL ORDEAL
Then Marlin is stung
by jellyfish and
almost dies.
@carlijnpostma #bingemarketing

40. 9. THE REWARD
Marlin has survived
death and gets
reunited with Nemo.
@carlijnpostma #bingemarketing

41. 10. THE ROAD
BACK
Another challenge:
Dory gets stuck in a
net.
@carlijnpostma #bingemarketing

42. 11. RESURRECTION
All lessons learned
need to be applied:
Marlin has to let
Nemo go again and
has to trust it will
work out well.
@carlijnpostma #bingemarketing

43. 12. RETURN HOME
WITH THE ELIXER
Marlin and Nemo
come back home
and apply the lessons
they learned.
Everybody lives
happily ever after.
@carlijnpostma #bingemarketing

44. THE HEROES
JOURNEY APPLIES
TO ALMOST EVERY
MOVIE
#bingemarketing

45. THE HERO’S JOURNEY IS THE
EXACT SAME JOURNEY YOUR
AUDIENCE IS TAKING ON HIS
PERSONAL QUEST.
#bingemarketing

47. IN TERMS OF TARGET GROUP
Highly educated women with a good job and a busy social life, aged 25 to
45. They think sports and eating healthy are important. They love cooking
and good food, but have too little time to be creative every day of the week

48. IN TERMS OF A PERSONA
This is Sascha. Sasha is married to Eric and they have two daughters. Lisa,
who is 13 years old, and Anna, who is 9. Sasha is communications manager
at a health insurance company and works 4 days a week in quite a hectic
environment. On Tuesday evening and Sunday morning she runs with a
running club. Sports is very important to her and her family members. She
wants to cook healthy, preferably biological, meals, but with all the different
schedules of her family members she finds it hard to be creative every day
of the week.

49. IN THE ORDINARY WORLD
Despite my busy schedule I find it important to cook healthy and varied
meals.

50. ORDINARY
WORLD
Your audience is
living their live and
not waiting for you.
@carlijnpostma #bingemarketing

51. ORDINARY
WORLD
Despite my busy schedule I
find it important to cook
healthy and varied meals.
@carlijnpostma #bingemarketing

52. CALL TO ADVENTURE
• I am looking for recipes (quick, healthy, varied,
biological, etc)
• I want more variety in my weekly meals, but I
don't have time to be creative every day
• How can I cook daily healthy meals without
spending too much time on it?
• How can organize healthy dinners better
(food prepping?)
• My neighbour has a weekly meal box
• Meal boxes were praised in a consumer test
• ...
@carlijnpostma #bingemarketing

53. REFUSAL
OF THE CALL
• It's too expensive
• It's difficult to cook these meals
• It still costs a lot of time
• I should be able to fix that myself, don't I?
• I don't like cooking
• I don't believe a meal box saves time
@carlijnpostma #bingemarketing

54. MEETING THE MENTOR
Who can help the audience
cross the threshold?
Influencers? Clients with
experience?
@carlijnpostma #bingemarketing

55. CROSSING THE THRESHOLD
The audience is curious /
needs / wants to know
more.
@carlijnpostma #bingemarketing

56. TESTS, ALLIES, ENEMIES
(CONTENT) COMPETITION
The audience is looking for
more information and
comparative material: "Who
else can tell me about this?”
• Comparison sites
• Reviews of people who have used
it before
• Bloggers and vloggers cooking with
meal boxes
• Bloggers and vloggers about
organizing busy lives
• etc.

57. REMEMBER:
NEVER EVER FINISH
YOUR STORY
carlijnpostma.com

58. Strateeg, auteur en spreker