Carlijn Postma is a Dutch content marketing strategist, author and speaker. 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 200 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. Follow her on Twitter @carlijnpostma.
You spent hours sweating over a blog post to make it appealing and complete. You spent weeks of intensive preparation to produce an eye-catching video. You finally have your content in shape and publish the end result.
You promote it with a few tweets and updates on LinkedIn, Instagram, and your newsletter. And then?
Don’t cross your fingers and hope for the best. Turn to mapping to ensure your content makes the biggest impact possible.Continue Reading
How do you identify an effective space in the content arena for your brand? Take a journey with your audience.
We developed the audience journey as a tool for content marketers. Its sole purpose is to align your brand’s content with the needs of your audience. It is based on the hero’s journey – a model commonly used in storytelling to attract and retain the attention of the audience throughout a narrative. And that’s why we use the same 12 steps of the hero’s journey but in a modified form.
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Could you describe the company you work for to a potential client in a hundred words? How many words would you have left if you deleted references to your company name, any of your brand names, and all the superlatives you’ve used? What remains is what I call independent content — a good story that’s authentic, focused, and relevant. It’s exactly what good content marketing should be.
It’s easier said than done, of course. Legions of marketing and communication professionals had their training during the era of mass communication, resulting in the belief that the best way to attract attention is to talk long and hard about themselves. This approach is frowned upon in content marketing.Continue Reading
