Articles tagged with 'confessions' | Think Like a Publisher - Fleur Willemijn

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.

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.

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 …

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? 

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.

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. 

Sustainable success isn’t built on big moments or on AI; it’s built on mastering the boring basics and repeating them relentlessly.

One of my biggest ‘icks’ when talking to a CMO or CEO is their never-ending need for ‘new’ content. It's so stupid, displaying old-fashioned content thinking. Besides, it's wasting the scarce content budget on more mediocre stuff instead of …

A rant and my frustration with marketers who don't distinguish between plan and planning. The one thing that makes this even worse is that often, they are not even aware they are making this mix-up. And that really hurts your business and my …