Newsroom Think Like a Publisher - Fleur Willemijn

AI writes your plan or your draft in 90 seconds. But nobody tells you how much time and skill it takes for that to be any good.

When I used AI as ‘just a writing tool’, I didn’t give in to the temptation and I stubbornly stuck to starting …

Your CEO and CFO think AI makes marketing more efficient, so they expect it to cost less. As CMO, you want that too. But you fear the moment AI at scale makes your brand sound like everyone else's.

You can do both, by design: save with AI …

Force Copilot on people who never truly learned it, and they'll see a weaker AI and work around it. Let them use the tool they prefer, and they take your data with them.

Stop pretending Copilot is the best AI. Sell it on what it is: the …

Every brand working with AI runs into this. You want the speed, but not the errors that come with it. You can have both, and stay safe and on brand. It’s actually quite simple, if you know how.

36.5% of marketers say incorrect …

Old books give you judgment your competitors aren't feeding into their AI. Want an unfair advantage in 2027? Read books from 1916, 1936 and 1983.

Everyone else consumes the same hyped, newest posts, podcasts and newsletters about AI. Some …

The least glamorous layer of your brand and marketing is now the one AI search depends on most.

Build this base layer deliberately, or watch AI find your competitor's product instead of yours.

Nobody …

These are the books I keep recommending — and gifting to people who don't know they need it. Yet.

No ranking, the first is just as good as the last.

AI adoption isn't the question anymore. Depth is.

44% of organizations now report AI scaling across the enterprise, up from 38% a year ago. The share using AI in three or more functions climbed from 51% to 56%.

→ Training built for …

Not seeing results on LinkedIn? Your feed filled with slop?

It’s not you, it’s—

Actually. It is you.

Most people use LinkedIn wrong, then wonder why it’s not working. Usually, it …

HubSpot just surveyed 1,505 marketers for its State of Marketing 2026 report. 53% say they can't differentiate their content in an AI-saturated market. 

Most will tell you they have a POV. Almost none of them can say it in one …

Something is happening as AI becomes more normal: the more we use it, the more we seem to crave everything it can’t give us.

We want AI to take on the heavy lifting, help us move faster, and let us do things we couldn’t do before. But that …

You can't say who approved the last ten pieces of content your brand published. Or which ones AI touched, and how much. That's a governance gap on your website, unowned, waiting for someone outside your company to ask the question first.

As …