Newsroom Think Like a Publisher - Fleur Willemijn

Part 2. Data and structure for content

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Minimal viable content pages

Use data to produce expensive content for what works

17
June
2020
| 20:59 Europe/Amsterdam
One of the biggest 'complaints' about content is that it is expensive. Expensive to produce and expensive to publish. Aside your ego gets dented when that all that expensiveness isn't …
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Content eco-system

WTF and the benefits

28
May
2020
| 10:15 Europe/Amsterdam
A content eco-system. Another buzz word or worth to spend your time and resources to get it? Quite biased, I kindly recommend you need it. The benefits are proven time over time for my clients. Most …
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Analyse your competitors content

This is so obvious and simple, yet actually never done by anybody

20
May
2020
| 10:06 Europe/Amsterdam
General benchmark, give or take, about 50% of your www traffic comes from SEO. Or should come from SEO.  No need to explain an SEO strategy drives organic growth, is a ‘cheap’ way to drive …
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Data for content

'I promise you, you will be surprised by the outcome'

04
May
2020
| 14:49 Europe/Amsterdam
A data-driven content strategy is easier and cheaper than you realize. With smarter usage of Google, you can produce content your audience actually wants to read. As the days that brands dictate what …
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How to structure content

Once you know the trick, it's very easy

03
May
2020
| 12:34 Europe/Amsterdam
Long story short: structure in your content brings cohesion, defines the gaps, and simplifies planning. Opposite, the lack of structure makes your storytelling a lot harder, less effective and your …
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Long-form content on the rise

The growing need for a counterweight to the short and the snappy.

29
April
2020
| 19:26 Europe/Amsterdam
In the hunt for the readers and to be the first, the news becomes entertainment with the objective to sell advertising pixels or seconds. In addition, the fast-paced superficial social channels used …
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Part 1. Basics and fundamentals to get in place

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Social first

Adapt the drumbeat and break the rules

09
April
2020
| 12:45 Europe/Amsterdam
Define the status quo. Social first takes mobile first a step further. With social first you flip the perspective and produce content with their expectations and preferences in mind. Social savvy …
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How to measure your goals and progress

Transparant, simple and keeps you accountable with OKR

31
March
2020
| 14:14 Europe/Amsterdam
Defining your goals, measure them, and keeping yourself and or the company accountable is easier said than done. A common struggle, with an easy fix. Let me explain the magical OKR concept first …
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Chapter 1 available (PDF)

21
March
2020
| 13:34 Europe/Amsterdam
Proud to be loud! The first part of Chapter 1 is available as a free download. Given the crazy unrealistic days we live in right now, I didn't want to wait any longer until I publish all releases …
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Build a brand before products

Why it matters: to become relevant and make the emotional connection

13
March
2020
| 07:43 Europe/Amsterdam
The key takeaways:  It is about a long term view and mindset, 'make the pie bigger and not to make our slice bigger. If we get more people doing this, the slice by definition gets bigger.’  Build …
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Be distinctive

Dare to be different and to stand out

06
March
2020
| 19:04 Europe/Amsterdam
If you cannot explain your distinctive identity in a few simple words than you probably don't understand it well enough. Nobody likes everything and everybody likes something. Avoid being …
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It starts with a belief

Undeniable, indispensable and non-negotiable

05
March
2020
| 16:30 Europe/Amsterdam
The most important and non-negotiable element of content excellence is a ‘belief’. A belief that content is essential to build your brand by providing stories to your audience, based on their …
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Brand safety and content

How to control your content distribution and prepare for if that sh*t hits the fan

01
March
2020
| 14:33 Europe/Amsterdam
Brand safety is an important hot and often misunderstood topic. Explained in a nutshell: some brands avoid social to prevent that their content is placed next to extremists. Living out of fear, brand …
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Share content from others

Why and how to, make use of the excellence that is already out there

27
February
2020
| 09:01 Europe/Amsterdam
You are quite an egocentric prick if you only speak and write about yourself, with an 'I know it all’ attitude. To claim leadership is to acknowledge and to share those great insights, opinions …
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Interviews. Great insights and lessons learned from the best

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'Data feeds creativity' by MediaMonks

What doesn't kill you, makes you stronger

02
July
2020
| 10:33 Europe/Amsterdam
Sicco Wegerif, Managing Director Europe at MediaMonks, the content practice of S4, explains ‘when data is built into the creative process early on, you can build much more personalized content. …
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Tags
interview
data

Brand building on social

Knocking over the current beliefs on audience growth, engagement KPIs and micro-targeting

24
February
2020
| 07:31 Europe/Amsterdam
Keeping the 5 rules for brand building in mind, the impact is huge on the current beliefs for social as a channel. From audience or follower metrics to engagement KPIs and micro-targeting beliefs. If …
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basics
strategy
long term
interview

‘Get your mandate in place before you start’ by Toyota

'Make mistakes' and how to speed up content production whilst creating the magic

10
February
2020
| 19:42 Europe/Amsterdam
One of the biggest learnings is that ‘you never can be too early to manage expectations.' ‘To set up an effective content campaign, you need time. At least a year. And you need a budget for …
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interview

What big brands can learn from a small retailer

Aim to make the best better and invite your customer in your process. How a local retail shop thrives in a very competitive market

02
February
2020
| 08:09 Europe/Amsterdam
Go from ‘listen to customer’ to ‘invite your customer’. ‘Invite them to your process.’ Small costs, priceless output. ’Talk to the customer every day. Selling is not a one-way game’ Pete tells me. …
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interview
customer-centric

‘Stick to your brand voice’ by WodBottom

Customer care that makes you giggle and resonates with who they are

21
January
2020
| 07:27 Europe/Amsterdam
Either you are a big brand, or a small one, knowing and breathing your own identity is what sets you apart from your competitors. Being distinctive works. Embrace your creative character, explained …
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interview
customer-centric

‘Character Gives Respect’ by G-Star RAW

Don't lose your distinctiveness to the sales figures

19
January
2020
| 11:34 Europe/Amsterdam
Some brands fall in the pitfall and turn into a sales machine once they grow from a start-up to a mature brand. They risk losing their distinctiveness to the sales figures. But, if you have a solid …
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interview

'How to keep your CFO on board for brand-building' by Les Binet

Too significant and good, not to share. Three shameless copy-paste Q&As from the WARC interview

19
January
2020
| 08:09 Europe/Amsterdam
Spoiler alert, it is all about the finance. From the challenge to make the (business) case for long-term brand investment, over-reliant on performance marketing, to the key
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Tags
basics
data
interview
long term

'Content to stand out' by Flinders

Use data to set your product and content strategy

14
January
2020
| 06:00 Europe/Amsterdam
The secret of success is the content Flinders creates. They focus on the data first. Not on the furniture. Do your Google and YouTube research on what your audience is looking for to develop your …
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interview
data

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Share the knowledge

Yes, I wrote all content

09
July
2020
| 15:45 Europe/Amsterdam
In all honesty, I was quite blown away when people told me they didn't realize I wrote all the content on this website. Me, myself, and I collecting insights, evaluating cases, doing interviews, …
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about me

All about data for content (PDF)

Download now

21
June
2020
| 16:10 Europe/Amsterdam
The PDF with all blogs related to #data and #seo for content contains: How to structure content Data for content Analyse your competitors content Minimum viable content pages How to measure …
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basics
data
structure
about me

Eat the frog alive

Unlock, get things done and move the needle

06
April
2020
| 08:33 Europe/Amsterdam
Easily said and honestly easily done in 5 steps. In these corona days, I find it rather difficult to get myself together and actually do anything. All my assignments canceled or postponed, the …
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about me

Chapter 1 available (PDF)

21
March
2020
| 13:34 Europe/Amsterdam
Proud to be loud! The first part of Chapter 1 is available as a free download. Given the crazy unrealistic days we live in right now, I didn't want to wait any longer until I publish all releases …
Read more
Tags
basics
about me
strategy
long term

Digital publishing

Chapter by chapter releasing a book

10
February
2020
| 17:40 Europe/Amsterdam
Finding a publisher is damn difficult. Honestly, getting denied time over time again isn't that bad, feedback improved my writing and made the book to what it is today. Yet, what is content if it …
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about me

How to find great visuals

Tips and tricks to get your images

08
February
2020
| 19:57 Europe/Amsterdam
The content magic is in the combination between the image and your words. Finding great visuals is one of the most difficult parts of writing. You want to stay away from the obvious usual suspect …
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basics
about me

Don't pretend to be what you are not

Stay true to who you are

08
February
2020
| 15:48 Europe/Amsterdam
'Do you do your interviews in Dutch or in English' a friend asked diplomatically. For a very short moment, I felt a bit offended with an obnoxious fixed mindset. Yes. I am Dutch. And you do …
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about me

Books

Reading is candy for the mind

01
February
2020
| 19:45 Europe/Amsterdam
Amazing books to broaden your horizon, to surprise, to inspire and to give you that sparkling new energy. My personal favorite must-read and re-read books are in bold. This is a very difficult and …
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about me
about me

How to 'read' this website and table of contents

Use the tags or bounce from release to release

01
January
2020
| 06:21 Europe/Amsterdam
Week by week I publish and release the individual paragraphs of my book. You can bounce from release to release by using the tags. Or check out the table of contents. Each paragraph has its own release, indexed by tags. At the end of each chapter, you can download the PDF.