Newsroom Think Like a Publisher - Fleur Willemijn

It’s not only the men who think visually; we all do. If I say ‘black lace,’ you immediately have something in mind.In content production, the visual is the most underestimated element. Not talking about social here; talking about written content. …

We pretend AI is THE solution for content. It’s not. Don’t get me wrong, ChatGPT and BARD are amazing, yet now it’s up to the content nerds to use them to produce better content, not more content. I don't hear enough about the art and craftsmanship …

Content is the sexiest and most misunderstood tool in an organization. Mostly, it’s embedded in the marketing department.  Yet, the other departments also produce like crazy.Marketing content: focused on the lower funnel, activation, and performance …

Let's be honest; there’s no such thing as swift and easy. Good content is still expensive; it takes time and effort to produce. Yet, 60% of all content is clutter (Havas, 2017), and with the rise of ChatGPT, I’m afraid this number will rise quickly. …

Content is no rocket science. All you need to do is get your audience's attention. You can do this with an expensive agency with mind-blowing polished content. There's also another way. Cheaper. Faster. More transparent. More authentic.  This type …

Getting to the point immediately, ChatGPT is fantastic. Blowing everyone's mind, especially with its newest release combining text, visuals, video, and audio. That having been said, I’m scared and bracing for the enormous sh*tload of mediocre …

Cutting to the chase, content is expensive, and it’s hard to get a grip on it. Speaking from experience, the origin of this is the absence of a real content strategy. Brands think they have a content strategy; mostly, it’s a spin-off of their …

Behind-the-scenes content. Admired often, very seldom executed in excellence. To start, why do you produce behind-the-scenes? Two reasons. And don't forget to check the ‘Please, don’t…' in the last paragraph.  

Deinfluencing is the newest social trend. Normal human beings tell us why not to buy a product, a product they bought, thanks to influencers. It all started in the beauty and lifestyle category and is moving to other areas and heavily marketed …

Content. It’s about a ‘fuck yes’ or ‘no.’ There’s no in-between or a ‘mwah.’Annoying as hell; all that subpar blah blah content. Speaking as a CMI, WARC, and AMMA content award judge, I am astonished by the number of crappy cases. WTF?? Marketers, …

To start, the core proposition of this new kid in town, TikTok, is to entertain with short-form videos. It's considered ‘social,’ in reality, TikTok is anything but social. It's an outreach platform with a focus on reach. Driven by a supersmart …

This is not a step-by-step manual on how to write a job description (JD). These are the secret tips that really make a difference in finding the right one. Be transparent, be real.So out with the old and in with the new. Think before you writeDon't …