Series creators are heroes at creating cliffhangers. That way, Netflix makes sure you keep watching an episode. You might want to apply the same thing to the marketing of your business. You'll hear how in this podcast.
Build a storyline
If you lump all your company's content together, what is your brand about? Carlijn Postma, founder of content marketing agency The Post, takes us through the process of content marketing. Wendy van Ierschot, podcast maker for BNR, entrepreneur (VIE People) and investor (VIE Tech Capital) searches in her podcast for the answer to the question: what can science and knowledge, which is connected to human behaviour, bring us for inspiration and how do we get a head start?
To build a cliffhanger into your marketing, you need a storyline. By setting up a storyline, you can capture the attention of your audience. Carlijn Postma has developed a method with which she can develop a storyline linked to your brand. In this podcast she gives insight in that methodology.
Define your target group but focus on creating an audience
Carlijn Postma describes the difference between a target group and an audience. We know that you want to use a marketing strategy in such a way that it connects with your target group. But it is even more important to look at how you can turn that target group into an audience. An audience voluntarily follows your story and can become a fan of the company or product. To hold your audience while they consume your content, you can also use a cliffhanger. Thanks to this cliffhanger they immediately look forward to the next piece of content. If you don't want to fall for that by the way, it's better not to watch the whole episode. That way, you avoid being caught by the cliffhanger. Also useful if you regularly end up going to bed too late, because Netflix is so good at this.
Use your content smartly
Realise that as a brand you also have a story to tell. It is not necessary to make a series on the level of Netflix. And it's really not just about video. A clear textual format or an audio format also help you structure your storyline and the content of your episodes. Then use that valuable content to make your brand stronger. For example, use the content of an article or video online to attract your audience to your website. Postma: "You can make smart use of your content, you don't always have to post the whole content. It is smarter to post a teaser first, maybe a fragment again and only then the whole content.
Want to know more about this topic? Listen to the podcast on your favourite podcast platform and check out the links below. Questions or input for the podcast? Please contact Wendy van Ierschot at wendy@viepeople.com.
Links
https://www.managementboek.nl/boek/9789024427680/bingemarketing-carlijn-postma
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