Name: Creating single-use, disposable content should be a crime
Uploaded: 2022-04-08T16:30:03.013Z
Duration: 1156
Description: Brand strategist Carlijn Postma sets herself up as an investigator into what she calls 'single-use disposable content'. In this engaging short film, she explains why its use is ineffective and expensive and presents us with the idea of 'binge marketing'.

Creating Single Used Disposable Content Should Be A Crime (1)-1.m4v

Using single use content should be a crime.vtt

English

{{00:00:08}}
Hello, anybody there?

{{00:00:14}}
Can you hear me?

{{00:00:16}}
Okay, I'll try again later.

{{00:00:36}}
It all started back in 2022,
right after the cookie crisis.

{{00:00:42}}
The year we now remember as
the moment audiences regained

{{00:00:45}}
their power of choice.

{{00:00:48}}
I just started out as an
investigator at the federal

{{00:00:50}}
bureau of audience concerns.

{{00:00:53}}
I've always been an advocate
of sustainable marketing.

{{00:00:56}}
Empowering marketeers to invest in
a good story and create evergreens

{{00:01:00}}
for the marketing strategy.

{{00:01:03}}
The cookie crisis shook the world
of marketing to its core, but

{{00:01:07}}
it brought me closer to my goal
to stop the stream of unwanted

{{00:01:12}}
single use, disposable content.

{{00:01:16}}
But unfortunately, some marketeers
still close their eyes to it.

{{00:01:22}}
Like marketing strategist, Mark Connor.

{{00:01:34}}
Are you Mark J.

{{00:01:35}}
Connor?

{{00:01:36}}
Occupation, marketing strategist.

{{00:01:41}}
Who wants to know?

{{00:01:44}}
I'm an investigator at the federal
bureau of audience concerns.

{{00:01:47}}
But the question you should ask
yourself is how you got into this mess.

{{00:01:53}}
You were brought in here for
questioning and the suspicion of

{{00:01:56}}
creating single use disposable
content and distributing it without

{{00:02:00}}
the consent of your audience.

{{00:02:02}}
What federal bureau is this again?

{{00:02:06}}
This is the federal bureau of audience
concerns established in 2022 to protect

{{00:02:12}}
the audience from unwanted targeting
with single use disposable content.

{{00:02:17}}
What does that even mean?

{{00:02:20}}
Well, Mark, it means that you're
in big shit, but you know, I don't

{{00:02:26}}
think I can really blame you, can I?

{{00:02:28}}
Well, as a marketer, you are educated
in a world with endless opportunities

{{00:02:33}}
for marketers to stalk their audiences.

{{00:02:36}}
The only thing you needed was one click
on your website, and then you had them.

{{00:02:40}}
You could just follow them
all over their social lives

{{00:02:43}}
for the rest of eternity.

{{00:02:45}}
Yeah, it's true.

{{00:02:46}}
But then we lost all that data because
it was with privacy regulations.

{{00:02:51}}
I mean, we're talking the history here.

{{00:02:53}}
Well, let me explain
what I think happened.

{{00:02:57}}
I think that you knew perfectly well
that you had to invest in building

{{00:03:00}}
your own audience, audiences that
choose to connect with you, that like

{{00:03:04}}
your brand and your content, but you
also knew that it could take a really

{{00:03:09}}
long time to build that own audience.

{{00:03:12}}
Like the godfather of content
marketing, Joe Pulizzi once said it

{{00:03:15}}
could take up to 18 months to build
a decent audience, but you didn't

{{00:03:19}}
have that time because you had
to deliver on your sales targets.

{{00:03:23}}
And we all know that 18
months don't fit in Q1.

{{00:03:28}}
So what did you do?

{{00:03:31}}
You started to create more campaigns
and as a result, a larger part of

{{00:03:35}}
your budget was needed for paid
media to meet your sales targets.

{{00:03:39}}
And you did.

{{00:03:40}}
So everybody happy, you think.

{{00:03:43}}
Just doing my job, lady.

{{00:03:45}}
Are you?

{{00:03:46}}
What you're doing is spending
precious time and money on

{{00:03:49}}
single use disposable content.

{{00:03:51}}
What disposable content?

{{00:03:53}}
Single use disposable content is
content that is created to last for

{{00:03:58}}
one day, one week or one campaign.

{{00:04:01}}
And the way I see it, you
are guilty of that charge.

{{00:04:06}}
Well, you've got me inspected.

{{00:04:10}}
Guilty as charged..

{{00:04:11}}
I created some disposables, so what?

{{00:04:13}}
I mean, people still
buying our products.

{{00:04:16}}
I met my sales targets.

{{00:04:18}}
What, what's the problem?

{{00:04:20}}
What about the time and the
money that your team and the

{{00:04:23}}
agencies you work with are wasting
to create these disposables?

{{00:04:27}}
Let alone the money that is
needed to distribute it to

{{00:04:30}}
your audiences repeatedly?

{{00:04:33}}
Only because you lacked to
invest in quality content that

{{00:04:36}}
your audience really wants.

{{00:04:38}}
You lacked to invest in a real story.

{{00:04:40}}
And so you ended up with
creating single use waste.

{{00:04:46}}
My sales went up 7% and our brand
awareness/ increased from 67 to 72%.

{{00:04:54}}
I honestly don't see the crime here.

{{00:04:57}}
You can only say that
marketing costs money.

{{00:05:01}}
So yes, I'm guilty of
spending money on marketing.

{{00:05:06}}
It is my job to investigate unwanted
targeting and content waste.

{{00:05:11}}
Do you remember those
plastic grocery bags?

{{00:05:14}}
We carry them home and
we threw them away.

{{00:05:18}}
What's your point?

{{00:05:19}}
Well, maybe you remember the
large number of plastics that

{{00:05:23}}
we used for takeaway food during
the lockdowns five years ago?

{{00:05:26}}
People carried it home, put it on
a real plate and to the packages

{{00:05:30}}
away thinking they were gone,
but were they're really gone?

{{00:05:35}}
Or are they still floating
around somewhere in our

{{00:05:38}}
subsidised waste system?

{{00:05:40}}
Or even worse, in the ocean?

{{00:05:44}}
Can I have some water please?

{{00:05:46}}
Did you bring your own bottle?

{{00:05:49}}
You're going to charge me for that too?

{{00:05:51}}
I have.

{{00:05:55}}
You know, your disposable content
is just like the plastic bag.

{{00:06:02}}
Aimlessly floating around in the
far reaches of the internet because

{{00:06:06}}
nobody's interested anymore.

{{00:06:12}}
And that content is still consuming
energy waiting for the next

{{00:06:23}}
content audit and it's verdict.

{{00:06:25}}
Reuse recycle or permanently delete.

{{00:06:30}}
But what if, what if you had invested
in a story as good as a television

{{00:06:35}}
series, instead of creating single
use disposable content, you would

{{00:06:40}}
have had several timeless seasons
by now with relevant episodes.

{{00:06:44}}
And that's what you're holding.

{{00:06:46}}
That is evergreen content.

{{00:06:50}}
But our campaigns are
based on customer needs.

{{00:06:55}}
I mean, they're always relevant.

{{00:06:58}}
Funny thing, relevance.

{{00:07:00}}
Things always seem relevant at
the time they are made, but if you

{{00:07:04}}
had followed the audience journey
and you would have known that

{{00:07:07}}
relevance is always subjective, it's
time-related and very, very personal.

{{00:07:13}}
The only thing you had to do is be
ready with the right content at the

{{00:07:17}}
right moment and the right place.

{{00:07:20}}
Oh, pretty words.

{{00:07:22}}
I mean, I can't just sit and
wait for them to come to me.

{{00:07:26}}
I have to deliver all my targets.

{{00:07:28}}
But what, what have you had
invested in sustainable serial

{{00:07:33}}
content ever since 2022?

{{00:07:35}}
You would have had at least four
seasons with multiple episodes

{{00:07:39}}
of evergreen content, all
relevant, which means season one

{{00:07:43}}
still attracts new audiences,
ready to binge all your content.

{{00:07:47}}
Binge?

{{00:07:47}}
I think I heard that word before.

{{00:07:52}}
A couple of years ago, the content
marketing world conference.

{{00:07:58}}
Binge marketing is what they call it.

{{00:08:01}}
That's right.

{{00:08:02}}
Let me refresh your memory.

{{00:08:03}}
Can you please read this for me?

{{00:08:13}}
Binge marketing is a sustainable
marketing strategy that allows you to

{{00:08:18}}
build a long-term relationship with
your audience through the use of serial

{{00:08:22}}
content, based on the shared interests
of your audience and your brand.

{{00:08:32}}
This earns you the trust of
your audience and allows you

{{00:08:35}}
to lay the foundations for
achieving your marketing goals.

{{00:08:40}}
Mark, what if you had invested in
a sustainable marketing strategy?

{{00:08:45}}
What if you had put in the
effort to create a long-term

{{00:08:48}}
relationship with your audiences?

{{00:08:50}}
And what if you would have
created content that was based

{{00:08:54}}
on the shared interests of
your brand and your audiences?

{{00:08:59}}
Well, I, you kept on focusing
on a short-term KPIs and that's

{{00:09:05}}
why you're in this mess, Mark.

{{00:09:07}}
Because you were deliberately
creating single use, disposable

{{00:09:11}}
content that only benefited you.

{{00:09:20}}
Oh, don't worry, mark.

{{00:09:21}}
I'll get you, and your
audience, out of this mess.

{{00:09:35}}
[Music plays]

{{00:09:57}}
[Music plays]

{{00:10:33}}
Hello?

{{00:10:38}}
Anybody?

{{00:10:39}}
Can you hear me?

{{00:10:40}}
Can you see me?

{{00:10:41}}
Yeah.

{{00:10:42}}
Yes, you can see me, can't you?

{{00:10:43}}
You.

{{00:10:44}}
Oh, wow.

{{00:10:45}}
This is great.

{{00:10:46}}
Every real working wormhole.

{{00:10:49}}
Whoops.

{{00:10:50}}
Steady, steady, steady.

{{00:10:53}}
Okay.

{{00:10:54}}
Okay.

{{00:10:55}}
Oh, hi everyone.

{{00:10:57}}
I'm from the future.

{{00:10:57}}
And I have got a message for you, but I
have to be quick because this wormhole

{{00:11:02}}
will implode in about 10 minutes or so.

{{00:11:04}}
And I don't know what's
going to happen after that.

{{00:11:06}}
So let's be quick.

{{00:11:09}}
I am talking to you from
2027 and audiences have taken

{{00:11:13}}
over complete control again.

{{00:11:15}}
They are in charge of their
own bubbles of information,

{{00:11:18}}
their own bubble of content.

{{00:11:20}}
It has been a mess for several years,
but my job at the FBAC is done now.

{{00:11:25}}
No unwanted single use
content is getting access

{{00:11:28}}
to the audiences anymore.

{{00:11:31}}
And the FPAC was shut down last year,
which is a good thing of course.

{{00:11:36}}
But if you still want to have
access to your audiences, then

{{00:11:40}}
you have to act now and you
have to start your sustainable

{{00:11:43}}
marketing strategy right now.

{{00:11:45}}
That's also why I've been searching
for is wormhole to get you

{{00:11:48}}
this message, but don't worry.

{{00:11:50}}
I'm going to help you.

{{00:11:51}}
I'm going to help you by adding six
words to your marketing vocabulary.

{{00:11:56}}
And those six words
can be life-changing.

{{00:12:00}}
So the first word, are we still there?

{{00:12:04}}
Are we still there?

{{00:12:05}}
Okay.

{{00:12:06}}
Steady, steady.

{{00:12:07}}
Okay.

{{00:12:08}}
Okay.

{{00:12:08}}
So the first word you would
like to add is audience.

{{00:12:12}}
Because in the future, we don't
talk about target groups anymore.

{{00:12:15}}
And target group is created
from the perspective and

{{00:12:18}}
the goals of, of the sender.

{{00:12:20}}
Whether the target
groups want it or not.

{{00:12:23}}
That's why we started to
use the word audience.

{{00:12:26}}
An audience can decide for itself
if wants to be your audience or not.

{{00:12:31}}
I can remember a poster back in the
days that said I'm a target group to

{{00:12:35}}
many, but an audience to only a few.

{{00:12:39}}
I think you must be able to download
it somewhere in your near future.

{{00:12:45}}
The second word you have to
start using is evergreen content.

{{00:12:49}}
And you can learn from the ones
who already know for decades, and

{{00:12:53}}
no, they're not in marketing yet.

{{00:12:55}}
Well, not in your time at least.

{{00:12:57}}
The experts you can learn from are
the creators of films and series.

{{00:13:01}}
They know how to create
evergreen content.

{{00:13:04}}
You know, in 2027, people are still
watching Friends and Seinfeld,

{{00:13:08}}
attracting new audiences every year.

{{00:13:12}}
And also Marvel is still creating
new characters and, oh, well,

{{00:13:16}}
you know, Captain America
is a woman now, I'm sorry.

{{00:13:20}}
I didn't mean to spoil that.

{{00:13:22}}
But anyways, these creators
of films and series, they know

{{00:13:26}}
how to tell a compelling story
and how to retain an audience.

{{00:13:30}}
Not because the audience
is forced to watch it, but

{{00:13:32}}
because they want to watch it.

{{00:13:35}}
The third word that will
help you is serial content.

{{00:13:39}}
If you want to become part of
your audience's bubble of content,

{{00:13:42}}
you need more than one piece.

{{00:13:44}}
It's a mission impossible to even
think that you can create an audience

{{00:13:48}}
with only one piece of content.

{{00:13:50}}
Besides, you want your audience to be
able to subscribe in any way possible.

{{00:13:55}}
But audiences nowadays
are really selective.

{{00:13:59}}
If they think you're annoying or
irrelevant, you'll just get blocked.

{{00:14:03}}
So you have to work really
hard and well with only one

{{00:14:07}}
episode, your chances are low.

{{00:14:11}}
And you know what else
you can do in this regard?

{{00:14:14}}
Those creators of films and
series, they never actually

{{00:14:17}}
end their story, do they?

{{00:14:20}}
They always add a cliffhanger.

{{00:14:27}}
Ooh, I almost lost you there.

{{00:14:30}}
Well, didn't they always
end with a cliffhanger?

{{00:14:33}}
Because they know our brain
needs closure to a story before

{{00:14:37}}
it can get peace of mind.

{{00:14:38}}
And to make sure that you want
to start the next episode.

{{00:14:44}}
So why did marketers in
your time always create such

{{00:14:47}}
round, finished stories?

{{00:14:49}}
Most of the time in a single version.

{{00:14:51}}
And why would you give it
all away in only one episode?

{{00:14:54}}
One piece of content.

{{00:14:56}}
It probably didn't benefit
the quality either.

{{00:15:00}}
So, try to never ever finish your
story in only one piece of content,

{{00:15:05}}
one episode and use referrals
like previously in, or in the

{{00:15:10}}
next episode, we'll dive into.

{{00:15:12}}
That way your audiences know
that there is more available.

{{00:15:17}}
Number four, the audience journey.

{{00:15:20}}
Yes, that's right.

{{00:15:20}}
We're talking about the
audience journey nowadays.

{{00:15:23}}
What content is relevant to your
audience and what time and place?

{{00:15:27}}
Hmm.

{{00:15:28}}
You could compare it to a wormhole.

{{00:15:30}}
Find the right wormhole to your
audience and stream relevant content

{{00:15:35}}
to that specific time and date.

{{00:15:38}}
Well, you might think that I'm
only talking about video here,

{{00:15:41}}
but people are streaming photos
and articles and podcasts, too.

{{00:15:46}}
The only thing you have to
remember from this is that

{{00:15:49}}
you're actually creating a
database of evergreen content.

{{00:15:54}}
Evergreen content that is created
independently from time and place.

{{00:15:59}}
And that benefits your
audience and your budget.

{{00:16:03}}
Now that so many marketers have used
the audience journey to calculate

{{00:16:07}}
what content resonates within their
audiences, the total amount of

{{00:16:12}}
content waste has declined severely.

{{00:16:16}}
And you can already start using it
too, because the audience journey

{{00:16:19}}
was already explained in this book
from 2020 called Binge Marketing.

{{00:16:24}}
Okay.

{{00:16:25}}
Only two more words to add.

{{00:16:27}}
I think we're going to make it in time.

{{00:16:29}}
Okay.

{{00:16:29}}
So the first one or actually
number five is a plot summary.

{{00:16:34}}
What if your brand was
a television series?

{{00:16:37}}
What would it be about?

{{00:16:38}}
You can compare that to
the back flap of a DVD box.

{{00:16:42}}
Oh, I'm sorry.

{{00:16:43}}
You're way past that too.

{{00:16:45}}
Well, then have a look at Imdb.

{{00:16:48}}
The summary of a series,
what is it about?

{{00:16:50}}
And then create one for your brand.

{{00:16:52}}
That is a plot summary.

{{00:16:54}}
And then every piece of
content, every episode has

{{00:16:58}}
to fit in that plot summary.

{{00:17:02}}
And the last word is showrunner.

{{00:17:04}}
Think and act like a showrunner.

{{00:17:06}}
Showrunner for a series at a streaming
service, because they don't want

{{00:17:10}}
you to create the news for today,
they want you to build upon a

{{00:17:13}}
database of episodes that can be
watched or better, binged for years.

{{00:17:18}}
So no subscriber feels like
unsubscribing at any moment.

{{00:17:23}}
And you can do the same
thing for your brand content.

{{00:17:27}}
Yes.

{{00:17:27}}
Yes.

{{00:17:27}}
I hear you.

{{00:17:28}}
You think you don't have a
compelling story to tell?

{{00:17:32}}
Well, let me make one thing very clear.

{{00:17:34}}
If you're not passionate about your
brand or your products or your content,

{{00:17:39}}
then you won't even make it to 2027.

{{00:17:42}}
But if you use all your creativity
and you search through the

{{00:17:46}}
database of streamers like
Netflix and Disney and Prime, but

{{00:17:51}}
also the ones with the greatest
branded content like bites.com,

{{00:17:55}}
still a startup in your time.

{{00:17:57}}
But I'm sure you will find a way to
reshape your story and to find a story

{{00:18:04}}
that is based on the shared interest
of your brand and your audience.

{{00:18:09}}
And you'll make it,
you'll make it to 2027.

{{00:18:13}}
So those were the six words you
have to add to your vocabulary.

{{00:18:17}}
Audience, evergreen content,
audience journey, serial content,

{{00:18:23}}
plot summary, and showrunner.

{{00:18:26}}
And then there is one last
really, really important thing

{{00:18:29}}
that I have to share with you.

{{00:18:32}}
Oh, no.

{{00:18:33}}
Oh, no.

{{00:18:34}}
It's going to implode.

{{00:18:35}}
I have to get out of here.

{{00:18:37}}
I'm sorry.

{{00:18:37}}
I, I I'll try to find another
wormhole in a new future.

{{00:18:41}}
I'm going to get out
of here, but act now.

It all started back in 2022,
right after the cookie crisis.

The year we now remember as
the moment audiences regained

I just started out as an
investigator at the federal

I've always been an advocate
of sustainable marketing.

Empowering marketeers to invest in
a good story and create evergreens

The cookie crisis shook the world
of marketing to its core, but

it brought me closer to my goal
to stop the stream of unwanted

But unfortunately, some marketeers
still close their eyes to it.

I'm an investigator at the federal
bureau of audience concerns.

But the question you should ask
yourself is how you got into this mess.

You were brought in here for
questioning and the suspicion of

creating single use disposable
content and distributing it without

This is the federal bureau of audience
concerns established in 2022 to protect

the audience from unwanted targeting
with single use disposable content.

Well, Mark, it means that you're
in big shit, but you know, I don't

Well, as a marketer, you are educated
in a world with endless opportunities

The only thing you needed was one click
on your website, and then you had them.

You could just follow them
all over their social lives

But then we lost all that data because
it was with privacy regulations.

Well, let me explain
what I think happened.

I think that you knew perfectly well
that you had to invest in building

your own audience, audiences that
choose to connect with you, that like

your brand and your content, but you
also knew that it could take a really

Like the godfather of content
marketing, Joe Pulizzi once said it

could take up to 18 months to build
a decent audience, but you didn't

have that time because you had
to deliver on your sales targets.

And we all know that 18
months don't fit in Q1.

You started to create more campaigns
and as a result, a larger part of

your budget was needed for paid
media to meet your sales targets.

What you're doing is spending
precious time and money on

Single use disposable content is
content that is created to last for

And the way I see it, you
are guilty of that charge.

I mean, people still
buying our products.

What about the time and the
money that your team and the

agencies you work with are wasting
to create these disposables?

Let alone the money that is
needed to distribute it to

Only because you lacked to
invest in quality content that

And so you ended up with
creating single use waste.

My sales went up 7% and our brand
awareness/ increased from 67 to 72%.

You can only say that
marketing costs money.

So yes, I'm guilty of
spending money on marketing.

It is my job to investigate unwanted
targeting and content waste.

Do you remember those
plastic grocery bags?

We carry them home and
we threw them away.

Well, maybe you remember the
large number of plastics that

we used for takeaway food during
the lockdowns five years ago?

People carried it home, put it on
a real plate and to the packages

away thinking they were gone,
but were they're really gone?

Or are they still floating
around somewhere in our

You know, your disposable content
is just like the plastic bag.

Aimlessly floating around in the
far reaches of the internet because

And that content is still consuming
energy waiting for the next

Case Study

Brand strategist Carlijn Postma sets herself up as an investigator into what she calls 'single-use disposable content'. In this engaging short film, she explains why its use is ineffective and expensive and presents us with the idea of 'binge marketing'.