As one of the Van Gogh Museum website managers, Fransje is responsible for content creation and website optimization. Being immersed in a story is one of her favorite ways to spend time and she has a never-ending curiosity to find out how stories are putting a spell on its readers and how museums can use that in their advantage. Fransje’s work is at the intersection of online marketing and storytelling: the storytelling formats on the Van Gogh Museum website allow the museum to adopt vividly to ever changing user needs and user behaviours. Also, she has launched new ways of structuring stories to hook the reader. More recently, she is fascinated by strategies to stop giving away storytelling content for free.