By Guest Contributor Carlijn Postma
Author of Binge Marketing, Carlijn Postma, gives us an overview of her original binge marketing methodology to understand the key difference between a target group and audience in your marketing strategy.
So far we’ve talked about what binge marketing is and how to transform your brand into a television series. Now it is time to talk about your audience.
THE SELFISH APPROACH OF A TARGET GROUP
I’m sure that you have a perfectly written description of your target group. Maybe even translated into personas. Now stop there for a while. Because there is a huge difference between a target group and an audience. When you start with binge marketing, you want to convey your story in text, video and sound. To do that you need readers, viewers and listeners. In short: you must have an audience. And an audience manages itself. Unlike a target group, an audience decides for itself it wants to be an audience. A target group is a rather selfish approach taken by the brand. The brand determines what its target group is, regardless of whether that target group agrees.
TRANSLATE YOUR TARGET GROUP INTO A DESCRIPTION OF YOUR AUDIENCE
Now you don’t have to throw away all your data about your target groups. You’ll need it again for your distribution strategy and of course for research. But now you are working on your binge marketing strategy and that’s why you need to translate your target group into a description of your audience. What is it you, as a brand, can logically talk about and is of interest and relevance for your audience?
That is also the start of your audience’s journey and your storyline which is adapted from your plot summary as we’ve discussed in episode #3. You can imagine that this is a quite crucial part of your strategy: This is where you match your story to your audience’s needs. In the last episode of this blog series, I will explain the audience journey. It will give you insight on what content is relevant to your audience at what moment in their journey. These insights are the ingredients for your episodes. Match that to your plot summary and you can start your binge marketing experience.
Can’t wait? Just binge my book and it will all be clear before Christmas.
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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