Articles tagged with 'about me' & 'books' & 'trends' & 'confessions' | Think Like a Publisher - Fleur Willemijn

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 comes with …

Digital used to mean fast, easy, always on. Now it means something else too: fake, until proven real.The rise of analog has been on trend reports since 2019. Vinyl, Leica, no makeup makeup, run clubs and offline clubnights. But it's not about …

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.

Someone tells you it's AI-generated. You've already decided: low effort, low quality. And you haven't read a word yet.You're not entirely wrong. A lot of AI content is bad.But you're wrong about why.  

Scanning copy for em dashes like they're evidence of AI? Let's be honest about what that is. It's lazy. The same kind of lazy as writers who let AI write for them without thinking. You're just doing it from the other side of the page.Here's what …

The AI problem isn't awareness. It's that nobody at the top knows where or how to start. So they don't. AI isn't a tool problem. It's a thinking problem. And it can only be solved from the top.Now, they accept what bubbles up from the silos instead. …

The market is drowning in content. And marketing's response is to make more. AI made it cheaper, so the assumption became: produce more, reach more, grow more. But volume was never the problem to solve. And ‘more’ has never been the answer.

If you want to get the most out of AI in your marketing and content, start here.Most people use AI by slapping it on top of their existing workflow and hoping it makes everything better. Usually it just makes average content faster.The real …

Using AI for content production can save you up to 40% of your time. This sounds like the magic trick to lower the costs of your content team, right?Well, sorry to bring the bad news; it isn’t. → Yes, initially, you save ~40% time. But done …

How much content do you need? It’s much less than you think. About 10% of your content drives 90% of your traffic. If that isn’t 5-95 by now, thanks to AI overviews now replacing clicks in Google search results.We’re in a content burnout. That AI …

Forget the hacks and growth tricks. LinkedIn engagement comes down to a few simple things. It’s not rocket science. It’s barely science. It’s not about going viral or chasing a one-off hit. It’s about building real connections: they like you, …

AI slop looks perfect on the outside, but it’s empty on the inside. The problem isn’t AI. It’s how we’re using it. Here’s how to stop slop: hire senior thinkers, not just mid-level doers, always audit all your content for brand distinctiveness and …

It’s not you. It’s… actually, it is you. What’s wrong with B2B marketing and marketers? As if the label B2B gives you the excuse to make it as boring as possible, drown in jargon, trying to look impressive, and old school gate your content.

The next big shift isn’t AI. It’s analog. The ‘unplugging’ isn’t withdrawal. It’s a renewal and huge opportunity, in a world full of noise, where originality and clarity will cut through. This digital detox trend is already visible in Gen Z, and …

Tap into how planners on the agency side work their magic. You might just ‘borrow’ a thing or two. I’ve unapologetically stolen and remixed insights from Charles Wigley, blended with my own 25 years on the client side, working with marketers who …

Together, we can take your marketing content from good to great. From quick and small to medium and bigger, long-term investments. If this resonates and you’d like to explore working together, just reach out. I’d love to connect.

Facing inconsistency, inefficiency, is your content strategy falling apart after the first month, and are you struggling to prove ROI? You’re not alone. It’s time to look at your content operations (content ops) before slamming on AI. Many …

In 2026, we're done with the AI and the fake; we become more intentional, and from time to time, escape. More than ever, we want the real, authentic, personal attention, human connection, and meaning.  Yet, all needs to feel seamless and …

The real problem: most AI ethics missteps aren’t intentional. They’re baked in. But ethics are just not really on our marketing radar. The 5 risks and 3 things you can do today.

Marketers have an obligation: do no harm. Did you know that there are fines up to 7% of your global revenue, 44% of AI systems show gender bias, and being ethical can be a brand advantage? 

Apple has a habit of teaching us new behaviors long before we realize it. They did it when they removed the home button and when Face ID became the default way to unlock, pay, and confirm. And now, while testing the public beta of iOS 26, 3 design …

To stay visible in 2026, this is what you'll need to do: behave like a creator, be consistent, and simplify. More content is not the answer… Nothing I’m about to say is new. Brands have simply overlooked it or ignored it for far too long. And I …

Revealing the trend for 2026, ‘unshittification’. We're done. We're fed up with the AI-generated and automated fakeness. We're numbed by the algorithm fixing that results in more of the same content. We're tired of the fast-paced microtrends. We …

It's the paradox between the sender's focus on efficiency and the receiver's experience of annoyance and feeling overlooked. If you want to stand out, be noticed, get a faster response, and give the other a sense of appreciation and being seen, make …

How much can you trust AI? Especially when you’re using AI for research and insights. It’s good to be aware that AI’s sole objective is to please you, not to tell the truth. 3 x how to recognize the fake news, hallucinations, and bias traps.

What's going on and how to be different? We’re too busy and focused on efficiency, algorithms enable and strengthen homogeneity, and AI isn't helping; it’s a summary of the internet, and here to keep you happy. Remember, we admire the ones who are …

Kindness is underrated. It isn’t soft; it’s a leadership advantage. Negativity is clickbait, provokes engagement, and is therefore pushed by the algorithm. But please realize that criticism kills the vibe and makes you look ugly.

These are my uncommon books—the ones not everyone recommends but absolutely should. The best-kept secrets. My five book recommendations to improve your marketing and content skills and to shape and sharpen your brand, marketing, and content …

What’s hot and what’s not? I zoom in on 3 trends that stand out. I'll start with the most important one: human connection and authenticity. Followed by the social media fatigue and quality to stand out in our AI-driven world. In short, less content …

Did you know 50% of people recognize and engage less with AI-generated content? If you want to use AI for your content marketing strategy and are looking for a head start, this is what you need to know and apply.