EcommerceWiki Week 2019 - Amsterdam

Marketing according to the principles of Hollywood - The Post

by Carlijn Postma

The best scenario for building your brand

You probably know that stories can be used to explain things or to add emotion to brands… but did you know that the most used storytelling model: the hero's journey by Joseph Campbell, is also a very effective model to get to know your audience before you start creating content? I've been developing, testing and at this point proving through several cases that this journey is exactly the same journey your audience is taking. And there are a lot more things we can learn from Hollywood. Nowadays we all need an audience for our brand’s content, so if you’re still looking for examples in marketing, you’re looking into the wrong direction. Let’s have a look at the best content we know and learn from it

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About the Speaker

Carlijn Postma

Carlijn Postma is a content marketing strategist. She is an author, blogger and speaker and has her own content marketing agency with over 20 employees. Last year Carlijn was rewarded with the title Content Marketing Woman of the year for her contribution to the field of content marketing. In 2014 she was mentioned at #27 on the international list of influencers on the subject of content marketing by Onalytica. And this year she made it to the list of 'talents who determine the future of communication'. A few of her articles were published on CMI blog. Her new book by the title 'Marketing according to the principles of Hollywood’, the best scenario for building your brand will launch in september 2019.

A chat with Carlijn

Ecommerce Foundation (EF): What are the 3 most common mistakes brands make when communicating themselves online?

Carlijn Postma (CP): First of all: building a brand with (online) communication is an overall task for multiple teams. For example teams like corporate communication, marketing communication and sales. Somehow those teams tend to forget that they are part of a big ‘job to be done’ and not only working for their own KPI’s. That’s why we still see brilliant corporate commercials and when you end up on the website, the story does not proceed and they only try to get you to buy something. Those teams have to get out of their silo’s and start building an audience together. Fully integrated. It is much easier to sell something to a loyal audience than to sell it to someone that does not know you or has a connection with you yet. 

That brings us to the next 2 common mistakes:

Brands still think they can persuade their target group into consuming their content at the time they want to tell something. Brands need to focus on building an audience for their story. “I am a target group to many, but an audience to only a few.” The audience decides, not the brand. Create an audience for your brand before you need it.

And then the third common mistake is the focus on one piece of content at a time instead of thinking serial. What if you compared your brand to a kick-ass tv-series? What is the content of your brand about? Who are its main characters? What themes? What decor? What genre? Nowadays we need a 360 degrees approach of brand design, tone of voice and experience. That is why you have to think about what the content of your brand is about. The easiest way is to think of it as if it were a tv-series. Not literally, but metaphorically speaking. And then start creating episodes. Every piece of content should be a recognizable episode of your series. You don’t have to see (read or listen to) them all, but if you watch the third, maybe you’re interested in the fourth as well. At least they recognize the brand in all their content. You can spread your information or inspiration to multiple episodes. And you are building a loyal audience along the way.

EF: How do you successfully build a branded and at the same time compelling customer journey?

CP: The customer journey should not be leading in your communication. It is based on the KPI sales. We have to start thinking about creating an audience. I work with the audience journey. That is based on a model used in Hollywood: the hero’s journey. This journey is used to build the movie in a way the audience will keep on watching during the whole movie. And that is exactly what we want in content marketing. Keeping our audience involved in our content. That is why I take a lot of learnings for marketing in the 21st century from Hollywood: they know how to create content that will create an audience.

EF: How do we efficiently integrate new media into our business and branding?

CP: Media are part of our distribution strategy. Once you know what episodes you need you also have to decide where to publish them and where you have to distribute your trailers to get the right audience for your episodes. The media are not leading, but your episodes and your audience are. If there is a new media platform, just add it to your distribution. It doesn’t change the basis of your episodes, only the form or the content of the trailer.

Carlijn’s next book is called ‘Bingemarketing, the best scenario to build your brand’. As the title suggests it is about the principles of Hollywood, applied in marketing. It will be launched in September 19. 

A few articles she wrote:

Practical Info

07/16/2019 10:30 (Europe/Amsterdam)
1 hour
Digital Branding