Nyenrode juni 2023.pdf

Strateeg, auteur & spreker
CONTENTMARKETING
VOLGENS DE PRINCIPES VAN HOLLYWOOD
Nyenrode Digital Marketing Strategy
12 juni, contentmarketing

15.00 uur Welkom
15.10 uur CONTENTMARKETING VOLGENS DE PRINCIPES VAN HOLLYWOOD
15.35 uur Individuele opdracht: Schrijf je plot summary o.b.v. de ingrediënten
uit de presentatie. Neem je positionering (behoefte, belofte, beleving) als
input en als toets.
15.55 uur Terugkoppeling
16.05 uur DE PUBLIEKSREIS: WAT IS DE CONTENTBEHOEFTE VAN HET PUBLIEK?
16.30 uur PAUZE
16.40 uur Uitleg opdracht en indeling in groepen
17.10 uur Terugkoppeling
17.25 uur Feedback en afronding
PROGRAMMA

WARNING!
SPOILERS
#bingemarketing

WAT IS
BINGE
MARKETING?
Bingemarketing is een duurzame marketingstrategie waarmee je
door de inzet van seriecontent, gebaseerd op de gezamenlijke
interesses van jouw publiek en je merk, bouwt aan een
langetermijnrelatie met je publiek. Zo krijg je het vertrouwen en
leg je de basis voor het realiseren van je marketingdoelen.

1.“IT’S ALL ABOUT
AUDIENCE
DEVELOPMENT"

“I AM A
TARGET GROUP
TO MANY
BUT AN
AUDIENCE
TO ONLY
A FEW.”

2. MAAK CONTENT
ALTIJD IN SERIE

3. FOCUS OP DE
GEZAMENLIJKE
INTERESSES

JOUW JOB TO BE DONE
Wat is het ultieme doel dat je wilt bereiken met contentmarketing:
- Vergroten inhoudelijke bekendheid?
- Thought leadership?
- Verhogen sales?
- Verhogen leads?
- Veranderen / verstevigen reputatie?
- …
#bingemarketing

“IT’S ALL ABOUT
AUDIENCE
DEVELOPMENT”
Robert Rose
contentmarketing expert
VERTAAL JE
(MERK)VERHAAL NAAR
HET SCENARIO VAN
EEN TELEVISIESERIE.
ELKE UITING IN
CONTENT IS EEN
AFLEVERING VAN
DIEZELFDE SERIE.

INGREDIENTS
PLOT
SUMMARY
1.
WIE ZIJN JE
HOOFDROLSPELERS?
(EVT. GASTROLLEN?)
www.carlijnpostma.com

2.
WAT IS JE ARENA?
(PLAATS,TIJD,
OMSTANDIGHEDEN)
INGREDIENTS
PLOT
SUMMARY

3.
WELKE 3-5THEMA’S?
INGREDIENTS
PLOT
SUMMARY

4. GENRE?
INGREDIENTS
PLOT
SUMMARY

5. De MacGuffin
INGREDIENTS
PLOT
SUMMARY

”WE DON’T DO
LIVE SPORTS OR
NEWS BECAUSE
WE ARE
ON-DEMAND.”
Ted Sarandos at Cannes Lions

WAAR GAAT
JOUW SERIE OVER?
Neem je positionering als input (belofte, behoefte, beleving).
Vertaal dat naar de samenvatting van je serie en doe dat via de
stappen:
- Hoofdrolspelers (en gastrol)
- Arena (plaats, tijd en omstandigheden)
- Thema’s (3-5)
- Genre
- Optioneel: MacGuffin

EN WAT VINDT JE
PUBLIEK
RELEVANT OM
VAN JOU TE
HOREN?

JOSEPH CAMPBELL
THE HERO’S
JOURNEY

FINDING
NEMO

1. ORDINARY
WORLD
Marlin lives in the coral with his only
son Nemo.

2. CALL TO ADVENTURE
Marlin watches Nemo swim out in the
open ocean and get caught by
divers.

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

4. MEETING THE MENTOR
Marlin meets Dory who gives him
courage and advice.

5. CROSSING THE THRESHOLD
Marlin starts his big journey in open
sea accompanied by Dory.

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.

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.

8. CENTRAL ORDEAL
Then Marlin is stung by jellyfish and
almost dies.

9. THE REWARD
Marlin has survived death and gets
reunited with Nemo.

10. THE ROAD
BACK
Another challenge: Dory gets stuck
in a net.

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.

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

THE HEROES
JOURNEY APPLIES
TO ALMOST EVERY
MOVIE
D
E
P
A
R
T
A DV E NTU R E
R
E
T
U
R
N
Beth Harmon is an
orphan and lives in an
orphanage.
1
ORDINARY
WORLD
CALL TO
ADVENTURE
2
3
4
5
6
7
8
9
10
11
12
REFUSAL OF
THE CALL
MEETING THE
MENTOR
CROSSING THE
THRESHOLD
TESTS, ALLIES,
ENEMIES
THE
APPROACH
CENTRAL
ORDEAL
THE REWARD
THE ROAD
BACK
RESURRECTION
RETURN WITH
THE ELIXER
Beth has a raw talent for
chess and is drawn to it.
Although at first she is not
allowed to play chess, but
Mr. Shaibel, the janitor helps
her secretly. At the age of
16 she's adopted and the
real journey to becoming a
woman starts.
Beth is a great talent,
but she’s always
fighing her inner de-
mons. Thinking she’s
not good enouhg
without drugs or
alcohol.
The janitor in the orphana-
ge, mr. Shaibel learns her
how to play chess. He’s not
the only mentor, but very
important in the first part
of her life.
Beth is getting
more self-confident
after winning all
chess contests. As
long as she has her
drugs
On her journey Beth
meets many friends,
some are competitors
first, but in the end the
all grow a weakness for
Beth and her talent. Like
Townes, Harry, Benny,
and the twins Matt and
Mike. These friends help
Everything she has
learned so far and all the
help she got from her
friends builds up to her
first grand tournament:
The US Open, where she
plays one of her best
friends: Benny.
It looks like Beth has gi-
ven up. She doesn’t really
know what to do with
herself now her adoptive
mom died. She slides
deeper into alcohol and
drugs.
Beth has found herself
back with help from
her friends. She goes
to Russia to play the
world champion:
Beth is playing at the
world championship
in Russia. She has
one more challenge:
winning without fal-
ling back on drugs.
After defeating Bor-
gov, Beth feels very
self confident. She’s
now ‘giving back’, by
playing chess with
some ‘mr. Shaibel-like’
old men playing chess
in the park.
Beth has finally fought
her inner demons. She
has grown from a pawn
into the white queen.
HERO’S JOURNEY
HERO’S JOURNEY
HERO’S JOURNEY
H
E
R
O
’
S
J
O
U
R
N
E
Y
HERO’S
JOURNEY
H
E
R
O
’
S
J
O
U
R
N
E
Y
HERO’S JOURNEY
HERO’S JOURNEY
HERO’S JOURNEY
H
E
R
O
’
S
J
O
U
R
N
E
Y
HERO’S
JOURNEY
H
E
R
O
’
S
J
O
U
R
N
E
Y
start
THE HERO’S JOURNEY
THE HERO’S JOURNEY
ALS BASIS VOOR DE
CONTENT STRATEGIE

THE HERO’S JOURNEY IS
PRECIES DEZELFDE REIS ALS
JE PUBLIEK MAAKT TIJDENS
ZIJN PERSOONLIJKE
ZOEKTOCHT.

ORDINARY
WORLD
Your audience is
living their live and
not waiting for you.

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

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
• ...

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

MEETING THE MENTOR
Who can help the audience
cross the threshold?
Influencers? Clients with
experience?

CROSSING THE
THRESHOLD
The audience is curious /
needs / wants to know
more.

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.

THE APPROACH
The audience is open for
rapprochement and for
content from your brand that
is relevant to their journey.
• A coupon for a trial box (can also
be distributed by peers)
• Free access to other (gated)
content for a period of time
• etc.

CENTRAL ORDEAL
The audience wants one
more good reason why it
should trust you.
• Extra information on how easy,
healthy, biological the meal box is
(depending on the trigger /
resistance)
• Or: explain how easily you can
pause your subscription
• etc.

THE REWARD
The audience trusts and
appreciates the content of
your brand and might
consider you.
You have established a
mental connection.

THE ROAD BACK
The audience is open to
more relevant content from
your brand.
• Subscribe to the platform
• Subscribe to newsletter
• Subscribe to …

RESURRECTION
The audience feels enriched
with the content of your
brand and can use it for
their journey.
You can ask them to:
• Share content from the
platform
• Share a review (and get a
discount on the next box)
• ...

RETURN HOME WITH
THE ELIXER
The audience can move on
with their lives. Back in the
ordinary world, or
transformed into a new
world, but enriched thanks
to your content.
• I know now that there are great
options to cook healthy and varied
meals despite a busy schedule
…and they live happily ever after in
your funnel.

DE PUBLIEKSREIS
GEEFT JE INZICHT
IN WELKE
CONTENT HET
MEEST
RELEVANT IS OP
WELK MOMENT IN
DE REISVAN JE
PUBLIEK.

CASE: DE BUURMAN
1. Hoofdrolspelers
De Buurman. De Buurman is een fictief personage, niet in beeld. Hij is de verteller van het verhaal. Bijna journalistiek. Hij is
vriendelijk, dichtbij, nieuwsgierig naar en op zoek naar kennis over gezonde, duurzame keuzes als het op voeding aankomt.
Gastrollen:
Experts op specifieke onderwerpen. Denk aan voedingsdeskundigen, artsen, ecologen, koks etc. De Buurman stelt
hoorbaar of niet hoorbaar vragen aan deze experts. Het antwoord is relevant voor het publiek van De Buurman.
2. Arena
De verhalen (content) spelen zich af in het decor van grote veranderingen in onze omgeving en bewustwording van het
voedselsysteem en klimaatverandering.
3. Thema’s
• De herkomst van ons eten
• Wat is gezond en hoe weet je dat?
• Praktisch: tips, recepten van chef-kok
• Innovatie en alternatieven in ons voedselsysteem
4. Genre
De verhalen zijn inspirerend en positief. Een optimistische documentairestijl die mensen aan het denken zet.

DE BUURMAN
In deze serie volgen we De Buurman in zijn zoektocht naar antwoorden op het vraagstuk rondom ons
voedselsysteem. Wat is goed en wat is niet goed? Kun je die vraag überhaupt wel beantwoorden? Of bestaan
er simpelweg meerdere waarheden? En hoe kunnen mensen zich een mening vormen en zich aanpassen aan
deze grote vraagstukken als de antwoorden elkaar tegenspreken?
In deze serie vertellen verschillende experts, zoals voedingsdeskundigen en artsen waar je op kunt letten als
je boodschappen doet. Ook ecologen vertellen wat intensieve veeteelt nu echt voor gevolgen heeft op de
omgeving. En een boer legt uit waarom groente uit het seizoen beter is voor het klimaat. Buurman’s eigen
chef-kok laat je ervaren waarom het zoveel lekkerder en gezonder is en helpt jou om zelf gezonder,
duurzamer én gevarieerder kunt eten.
De Buurman geeft een podium aan al deze vraagstukken en helpt de consument bewuster te worden van
zijn eten en de herkomst ervan. Deze serie laat het publiek kennis nemen van en meeleven met de grote
vragen van dit moment, maar helpt ook direct bij het maken van keuzes met praktische tips, downloads van
‘spiekbriefjes’, recepten en natuurlijk de Maaltijdbox en alle producten in de winkel die al zorgvuldig zijn
geselecteerd.

THE ORDINARY WORLD
Groep 1: Ordinary world 1:
Ik realiseer me dat ons voedselsysteem niet houdbaar is en zou graag mijn
positieve bijdrage leveren.
Ik wil graag gezond en duurzaam koken zonder er veel tijd aan te moeten besteden
Ik ben verantwoordelijk voor de inkoop van vers en gezond eten voor mijn
personeel
Ik ben verantwoordelijk voor de inkoop van vers en gezond eten voor mijn
bewoners

DE PUBLIEKSREIS
GEEFT JE INZICHT
IN WELKE
CONTENT HET
MEEST
RELEVANT IS OP
WELK MOMENT IN
DE REISVAN JE
PUBLIEK.
AUDIENCE JOURNEY
AUDIENCE JOURNEY
I NST R U CTI O N
start
A
U
D
IE
N
C
E
:
D
E
P
A
R
T
U
R
E
|
B
R
A
N
D
:
F
I
N
D
AU D I E N C E: A DV E NTU R E | B RA N D : R ETAI N
ADVENTURE
D
E
P
A
R
T
R
E
T
U
R
N
A
U
D
I
E
N
C
E
:
R
E
T
U
R
N
|
B
R
A
N
D
:
A
C
T
I
V
A
T
E
Try to create awareness for a
problem or alternative in the
ordinary world. Your audience is still
unaware of it. (Mostly through mass media,
advertising or pr)
Reassure your audience.
Authentic content helps,
e.g. from influencers such
as bloggers, journalists or
reviews. You can also use
trailers to the content provi-
ded in the next phase of
their journey.
What or who can help your
audience overcome their
doubts of fear (refusal of
the call)? Win the trust of
your audience by giving that
information by someone or
something trustworthy.
The first step towards
a loyal and committed
audience must be made here.
The audience is open to your
information. They are leaving their
‘known world’ for an ‘unknown world’.
You can guide them through.
Find out who your
‘content competitors’ are and
make sure the quality of your content is
better than their’s, or can be found easier! If
you can’t compete, try to collaborate. Inter-
view their experts and / or quote them in your
content. Find brand / media partnerships or
other collaboration.
Focus on
relationship.
You are only one step
away from a loyal audience.
Give them one more good rea-
son why they should trust you or
why you are the ‘go to brand’ for
their challenge.
Focus on engagement:
Keep your audience enga-
ged. Reward them too with
something nice or relevant.
Don’t lose
sight of your
audience now. Continue
to engage and retain your
audience with additional,
relevant or personal content.
For example, by e-mailings.
Zoom in on the subject or
discuss related topics. New
topics can also be stimula-
ting. Offer services!
If you have not yet
succeeded in binding
the audience to one of your
channels yet, then this is your last
chance. Make sure you provide your
audience a lasting connection with
(the content of) your brand.
The awareness on the chal-
lenge that started this journey has
decreased to a minimum again. But if you
did well, you have a connection now. So the con-
tent focuses on creating new triggers and keep
offering help content. Learn from your data!
Find new
perspectives for the
idea that develops in the head of
your audience. Be available for (additional)
questions. You can actively offer your help in
this part of the journey.
CONTENT ANGLE
CONTENT ANGLE
C
O
N
T
E
N
T
A
N
G
L
E
CONTENT
ANGLE
C
O
N
T
E
N
T
A
N
G
L
E
CONTENT ANGLE
CONTENT ANGLE
CONTENT ANGLE
C
O
N
T
E
N
T
A
N
G
L
E
CONTENT
ANGLE
C
O
N
T
E
N
T
A
N
G
L
E
CONTENT ANGLE
Challenge your audience to
look for more information on
the subject or make them
aware of their latent need.
Try to figure out in
what mindset of your
audience you can be rele-
vant (but are not relevant
yet)
1
ORDINARY
WORLD
CALL TO
ADVENTURE
2
3
4
5
6
7
8
9
10
11
12
REFUSAL OF
THE CALL
MEETING THE
MENTOR
CROSSING THE
THRESHOLD
TESTS, ALLIES,
ENEMIES
THE
APPROACH
CENTRAL
ORDEAL
THE REWARD
THE ROAD
BACK
RESURRECTION
RETURN WITH
THE ELIXER
What
triggers
make your
audience move.
What makes them look
for more information (that
you as a brand can give them)
Get insights from search, sales
and other data)
What makes them stop looking
for more information? What
demotivates them in the
journey on this subject?
The audience is willing to
except tips and advice.
Someone with experience
can help them.
The audience realises
that they need/want
more information.
Your brand is being
tested now: “What do
others say about this? Who
else can give me this kind of
information?”
If you have survived
the test, your audience
is open to change and is
starting to trust you.
Its now or never. Your
audience wants one last
reason to convince themselves.
You’ve made it!
Your audience trusts you.
The audience
now wants to be
kept informed about
new topics from which it
can learn or get inspira-
tion.
The audience
feels enriched with
the knowledge and in-
formation it was provided.
The audience can move on with
the new information / know-
legde / experience they’ve
been given.
AUDIENCE JO
URNEY
AUDIENCE JOURNEY
AUDIENCE JO
URNEY
A
U
D
IE
N
C
E
JO
U
R
N
E
Y
AUDIENCE
JOURNEY
A
U
D
IE
N
C
E
JO
U
R
N
E
Y
AUDIENCE JO
URNEY
AUDIENCE JOURNEY
AUDIENCE JO
URNEY
A
U
D
IE
N
C
E
JO
U
R
N
E
Y
AUDIENCE
JOURNEY
A
U
D
IE
N
C
E
JO
U
R
N
E
Y
The audience journey is based on Joseph Campbell’s hero’s journey. A universal
story structure framework that is used by film makers all over the world. The hero’s
journey can help you create better stories. But it’s not the only use of this frame-
work. You can also apply it to your audience.
Your audience is taking the same journey on their personal quest as the hero in a
movie. It will provide you insights -in advance- into what content is relevant to your
audience at a specific moment. For you as a brand, this means that you can calculate
better -again, in advance- which content will contribute the most to your and your
audience’s goals.

VOOR DE MEEST KANSRIJKE INHOUD,
MAAK JE FORMATS.
EEN CONTENTFORMAT IS EEN
TERUGKEREND VAST SJABLOON
WAARIN DE INHOUD TELKENS WISSELT

Bedankt!
Voor vragen:
carlijn@carlijnpostma.nl

biites.com/channel/binge-marketing

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