The edge kopenhagen shared presentation 190926

Binge Marketing
The best scenario for building your brand
Carlijn Postma
Content Marketing Strategist / Owner, The Post (The Netherlands)
Use #bingemarketing

“OKAY
JUST ONE
MORE”
@carlijnpostma #bingemarketing

+8
MINUTES

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 mutual interests of your audience and your brand.
This will gain trust and is the basis for achieving your marketing goals.

1. “IT’S ALL ABOUT
AUDIENCE
DEVELOPMENT"

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

2. CREATE CONTENT IN
SERIES

3. FOCUS ON MUTUAL
INTERESTS

MARKETING
DIRECTORS
ARE THE
SHOWRUNNERS
OF THE BRAND

“IT’S ALL ABOUT
AUDIENCE
DEVELOPMENT”
Robert Rose
contentmarketing expert
TRANSLATE YOUR BRAND INTO
A KICK-ASS TELEVISION
SERIES: EVERY PIECE OF
CONTENT IS AN EPISODE

INGREDIENTS
PLOT
SUMMARY
1.WHO AREYOUR
MAIN
CHARACTERS?
2.WHAT ISYOUR
DECOR?
3.WHAT 3 - 5
THEMES CAN WE
RECOGNIZE?
4. GENRE

PLOT SUMMARY
CAMERANU.NL
We follow photographers and filmmakers in the exercise of their hobby, in their search for creating
better images. We see a mother trying to capture small moments of happiness in her family every
day. A man who goes out early to capture the awakening of nature in video. A young woman with
the ambition to become a successful food blogger ... Everything to be able to experience that one
moment over and over again. Or to share that most beautiful picture, so that others can experience
it as well. We see how these people talk about the images from their passion. Professional and
semi-professional photographers and film makers and experts at cameranu.nl look along with their
stories and give tips on how the images can be made even better, making the experience even
more intense.
@carlijnpostma Linkedin.com/in/carlijnpostma

MAIN CHARACTERS
CAMERANU.NL
We follow photographers and filmmakers in the exercise of their hobby, in their search for
creating better images. We see a mother trying to capture small moments of happiness in her
family every day. A man who goes out early to capture the awakening of nature in video. A young
woman with the ambition to become a successful food blogger ... Everything to be able to
experience that one moment over and over again. Or to share that most beautiful picture, so that
others can experience it as well. We see how these people talk about the images from their
passion. Professional and semi-professional photographers and film makers and experts at
cameranu.nl look along with their stories and give tips on how the images can be made even better,
making the experience even more intense.

DECOR CAMERANU.NL
creating better images. We see a mother trying to capture small moments of happiness in her
family every day. A man who goes out early to capture the awakening of nature in video. A young
woman with the ambition to become a successful food blogger ... Everything to be able to
cameranu.nl look along with their stories and give tips on how the images can be made even better,
making the experience even more intense.

GUEST APPEARENCES
CAMERANU.NL
We follow photographers and filmmakers in the exercise of their hobby, in their search for creating
better images. We see a mother trying to capture small moments of happiness in her family every
day. A man who goes out early to capture the awakening of nature in video. A young woman with
the ambition to become a successful food blogger ... Everything to be able to experience that one
moment over and over again. Or to share that most beautiful picture, so that others can experience
it as well. We see how these people talk about the images from their passion. Professional and
semi-professional photographers and film makers and experts at cameranu.nl look
along with their stories and give tips on how the images can be made even better, making the
experience even more intense.

THEMES CAMERANU.NL
creating better images. We see a mother trying to capture small moments of happiness in
her family every day. A man who goes out early to capture the awakening of nature in video. A
young woman with the ambition to become a successful food blogger ... Everything to be able to
cameranu.nl look along with their stories and give tips on how the images can be made even
better, making the experience even more intense.

BUT WHAT
DOES YOUR
AUDIENCE
THINK IS
RELEVANT TO
HEAR FROM
YOU?

JOSEPH
CAMPBELL
THE HERO’S
JOURNEY

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

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

ORDINARY WORLDS
CAMERANU.NL
1. I like to make photo’s/video’s but I don't have
any special equipment.
2. I like to make photo’s/video’s and have
special equipment.
3. I like to make photo’s/video’s and earn (a part
of) my money with it.

1. ORDINARY
WORLD
I like to make
photo’s/video’s, but I
don't have any
special equipment.

2. CALL TO
ADVENTURE
Practical
• I would like to
make better
photo’s/video’s
with my mobile
at a conference
• How can I make
good
photo’s/video’s
on my mobile
with low light?
• Etc…

3. REFUSAL
OF THE CALL
Perception
• I don’t think it’s
possible with my
mobile
Practical
• I don't want to
carry extra
equipment.

4. MEETING THE
MENTOR
Professionals and
semi-professionals
(influencers) and
experts of
CameraNu

5. CROSSING THE
THRESHOLD
Okay, I’m curious.
Let’s get some more
knowledge.

6.TESTS,ALLIES,
ENEMIES
(CONTENT)
COMPETITION
• Other online
retailers like
Amazone.com etc.
• YouTube how-to’s
• Influencers on
mobile
photography
• Event organizers

7. THE APPROACH
I would like to know
more about it. Can
CameraNu help me?

8. CENTRAL
ORDEAL
I want one more
good reason why
I've come to the
right place with
CameraNu.

9. THE REWARD
CameraNu has the
best, most reliable
and relevant
information for me.

10. THE ROAD
BACK
I want to be kept
informed about new
topics that I can
learn from or get
inspiration from.

11.
RESURRECTION
I feel enriched with
the knowledge and
information about
the solutions that
CameraNu (and its
community) provides
me with.

12. RETURN
HOME WITH THE
ELIXER
I can use the
information and
continue to follow
the community.

THE AUDIENCE
JOURNEY GIVES
YOU INSIGHT
IN WHICH
CONTENT IS
MOST
PROMISING.

FOR THE MOST PROMISING
CONTENT, CREATE
FORMATS. A CONTENT
FORMAT IS A RECURRING
FIXED TEMPLATE IN WHICH
THE CONTENT CHANGES
EVERY TIME.

SEASONS &
EPISODESSerial: following the audience journey

SEASONS &
EPISODESProcedural: one format, different subjects
usually based on one step in the audience journey like the trigger

E-mail me for the
next episode
carlijn@thepost.nl

CARLIJN
POSTMA
OWNERTHEPOST(AGENCY)&
CONTENTMARKETING
STRATEGIST
Author & speaker
Content Marketing Woman of the year 2017
Chairman Platform Content Netherlands
E: carlijn@thepost.nl
M: 0031 6 1400 18 28
L: LinkedIn.com/in/carlijnpostma
T: @carlijnpostma
CARLIJN
POSTMA
EIGENAAR &  
CONTENT MARKETING
STRATEEG
Auteur
Content Marketing Vrouw van het Jaar 2017
Voorzitter Platform Content

The edge kopenhagen shared presentation 190926

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