Author: Carlijn Postma

Carlijn Postma is a Dutch author, speaker and content marketing strategist. In 2010 she published her first book about Twitter, a bestseller in The Netherlands. Last June her latest book was launched: Content Marketing in 60 minutes, an inspiring and practical book. Carlijn is also founder of The Post, an agency for content marketing, and owner of Bind Academy.

By carlijn-postma published October 15, 2017

How to Take an Audience-First Approach to Your Content

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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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By carlijn-postma published November 17, 2014

5 Steps to Mind Map Your Content and Increase Its Reach

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You spent hours sweating over a blog post to make it as appealing and complete as possible. 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 Facebook and LinkedIn. And then? Don’t just cross your fingers and hope for the best. Turn to mapping to ensure your content reaches your target audience and makes the biggest impact possible.

Consider this example: Rabobank publishes a Dutch magazine, Dichterbij, for its customers. An editorial team selects the topics, interviews the sources, takes the photos, writes the articles, and edits and designs the magazine. After a few weeks of work, the magazine is published and mailed, and that’s the end of it — but it doesn’t have to be.Continue Reading

By carlijn-postma published September 18, 2014

Why We Should Take the Brand out of Branded Content

shared posts-red backgroundCould 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