By Guest Contributor Carlijn Postma
Author of Binge Marketing, Carlijn Postma, gives her expert insight into what marketing trends every marketeer should take note of in 2021.
2021 WILL BE ALL ABOUT ZERO WASTE CONTENT
It has been a crazy year. For some it was about new opportunities, for others it was just hard work to keep their heads above water. But what counted for all of you: You had to go quick and focus on the short-term opportunity and money. So now let’s breathe for a moment… There is light at the end of the tunnel.
Now let’s have a look beyond that light. Are you going to start another rat race and run from campaign to campaign? Have you crafted your marketing goals for 2021 as a year to restore what got lost in 2020? Or can I challenge you to rewrite your strategy and focus on your brand’s role in your customers lives on the long run? Now is the time to restart your marketing with a better foundation instead of building it on loose soil.
THE LONG TERM BENEFITS
Let me explain why this is beneficial on the long run. As I mentioned in episode #3, I still see so much single-use content. Commercials, online video’s, articles, podcasts… all created with a lot of time and money and then used only once or perhaps twice. Let’s call that single-use or disposable content. It delivers on the short-term goals.
What we should focus on is creating evergreen content. Content that does not have to deliver masses of audiences within the campaign period, but build up to masses of audiences within, for example, 18 months. So instead of building campaigns and running from campaign to campaign you are building a database of evergreen content that will appeal to your audiences at the time it is relevant to them instead of when it is relevant to your goals.
Of course, you will target your audience with trailers, advertising and more. You can add urgency, or news or personalized updates to attract people to your content. Or as I like to call it: your episode. But the episode itself is evergreen content, serial evergreen content. Your audience can watch, read, or listen to it at the moment it is relevant to them.
This means that 2021 will be even more about quality content, and zero-waste content. Zero-waste content means clear and specific targeting, so data will matter even more. But the first thing you have start with is, stop and breathe. Find out your brand story and develop serial evergreen content. Start your binge marketing now.
Happy end of the tunnel!
ABOUT THE AUTHOR
CARLIJN POSTMA is a Dutch content marketing strategist. As founder of The Post, a leading content marketing agency in the Netherlands, she translated her unique binge marketing methodology into practice. Her efforts for the content marketing profession have not gone unnoticed. Carlijn Postma is a much sought-after speaker on international stages. In 2014, she was ranked 27th in the international list of most influential people in the field of content marketing. And in 2017, she was awarded with the title ‘Content Marketing Woman of the Year’ in the Netherlands.
How do you build a brand in a time of information overload where the media are so fragmented that you can barely get the attention of your audience? And how do you ensure that everyone tells the same story on all those channels? Carlijn Postma takes you to the place where content is the product and where people know how to attract and retain an audience: Hollywood.
Binge Marketing is not another stuffy marketing book, but a refreshing look at modern marketing so you can be sure that people will want to listen to your story. Not just one episode, but as a loyal and committed reader, viewer or listener. Compare your brand with the scenario of a very good television series and consider every single statement and marketing activity you put out there as an episode of that series. As a true show-runner you can build on your own loyal and involved audience.
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