Designing Persuasive Texts
Lecture 1 – Stephanie Knoors: Not a One-Night Stand
A video in which something goes wrong, a strong quote or a content blog. Content is available in all shapes
and sizes. But how do you ensure that you address the target group you want to reach? This is where
content marketing comes around. With content marketing you always look fort he sweet spot. The point
where your target group and the values of your brand find each other. This is where you build a relationship
with your consumer, which is based on confidence. Because how dop you convince the consumer to like your
brand or to purchase a product when they live in a world where they are constantly exposed to so much
information that they can barely process it?
Content marketing
“Content marketing is a strategic marketing approach focused on creating and distributing
valuable, relevant, and consistent content to attract and retain a clearly defined audience
and ultimately to drive profitable customer action.”
1. Content marketing strategy
‘sets the course for content marketing for the next 2 years.’
2. T
a
r
g
e
t
group strategy
‘looking for the sweet spot between the brand promise and the needs of the target
group.’
1
, 3. Content creation
Hero // Create broad awareness. ‘Go big’
content that can go viral.
Hub // Focus on specific target groups.
Build a relationship.
Hygiene // give answers to the needs and
demands of the consumer.
Lead // content which leads to action or
conversation.
Hero and Hub content is pushed to the consumer. Hygiene content is for consumers who
themselves look for content. All these types of content bind consumers to a brand, with the
final step of converting.
After the Hero content, Hub
content, such as behind-the-
scenes or blogs give an insight to
the brand and allow the
consumer to get to know it. A
relationship is built.
Albert Heijn makes its money by
selling products in a supermarket.
However, they also create how-to
videos, for which they do not get
money. This is hygiene content, is
consumers search how to cut an
avocado, Albert Heijn is there
with a helpful video.
2
Lecture 1 – Stephanie Knoors: Not a One-Night Stand
A video in which something goes wrong, a strong quote or a content blog. Content is available in all shapes
and sizes. But how do you ensure that you address the target group you want to reach? This is where
content marketing comes around. With content marketing you always look fort he sweet spot. The point
where your target group and the values of your brand find each other. This is where you build a relationship
with your consumer, which is based on confidence. Because how dop you convince the consumer to like your
brand or to purchase a product when they live in a world where they are constantly exposed to so much
information that they can barely process it?
Content marketing
“Content marketing is a strategic marketing approach focused on creating and distributing
valuable, relevant, and consistent content to attract and retain a clearly defined audience
and ultimately to drive profitable customer action.”
1. Content marketing strategy
‘sets the course for content marketing for the next 2 years.’
2. T
a
r
g
e
t
group strategy
‘looking for the sweet spot between the brand promise and the needs of the target
group.’
1
, 3. Content creation
Hero // Create broad awareness. ‘Go big’
content that can go viral.
Hub // Focus on specific target groups.
Build a relationship.
Hygiene // give answers to the needs and
demands of the consumer.
Lead // content which leads to action or
conversation.
Hero and Hub content is pushed to the consumer. Hygiene content is for consumers who
themselves look for content. All these types of content bind consumers to a brand, with the
final step of converting.
After the Hero content, Hub
content, such as behind-the-
scenes or blogs give an insight to
the brand and allow the
consumer to get to know it. A
relationship is built.
Albert Heijn makes its money by
selling products in a supermarket.
However, they also create how-to
videos, for which they do not get
money. This is hygiene content, is
consumers search how to cut an
avocado, Albert Heijn is there
with a helpful video.
2
