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

Great content is f*cking expensive; it starts around € 30-45K for the first year, the second year, from € 15 - 20K. Getting it out there will cost you even more. Sure, you can get it cheap(er). Yet, content that moves any needle requires serious inve...

How do we start with AI and maximize value? For individuals, there are more than enough guides and how-to's by self-proclaimed AI gurus. It's never been easier to learn how to prompt, how to maximize value, and how to fool around. For businesses and ...

Typing in a prompt, copy-paste-polish the output, and publishing that as content of your own will not move your needle. You choose the AI or human writing combination that best suits your brand and situation. There is no good or bad; all options have...

This one is especially for my B2B audience. In my B2B content series, this ‘problem behind the problem’ is indispensable. → This is the starting point and overarching message in your content strategy. Show that you care and understand your audience a...

Content isn’t always the answer. It’s not the golden nugget we hope it is. Neither is social. For both goes, do it well or not at all.High-quality content is crazy expensive; the ballpark for the first year is € 30k to € 45k, and for every next year,...

The content rules still apply: add value, be you, sexy easy on the eye. And what's the budget you need?  What to do with AI and what with social? Note; this blog is focused on SME B2B content, small and medium enterprises. If you’re a large(r) B2B br...

What's wrong with those B2B people putting their content behind a spiked gate? If you are a bit like me, you get immediately irritated and frustrated by making an effort to click, fill in a form, leave your details to get a whitepaper, and then be st...

Quality over quantity. It's not about more; it's about better. I don’t know where to start my rant about over-ambitious, not-achievable content strategies —developed by so-called gurus, content strategists, and agencies.When you plot such a content s...

Getting reach on LinkedIn is an algorithm game. And that changes every few weeks: Below you'll find the most recent updates, credits to Richard van der Blom  At the end of this post, the original listicle with tips and tricks from February, completed...

Hello, 2024! Change is calling. We’re in a new, exciting, disruptive era. AI is blowing everyone’s mind, and it’s going to shake things up (finally!). Next to AI, there's also something else going on… content and marketing. One of them is causing a p...

I don't know why… but in most corporates, mobile-first content is still reviewed on a laptop.Is it laziness or just a lack of awareness? Mobile-first means mobile-last in the reviewing process.Every time I publish, I toggle (on the laptop) to a mobil...

The concept of brand storytelling and content marketing often are used interchangeably. Both sound sexy and a bit mysterious. And I get it; you want to shine and use the buzz and jargon to impress others.In reality, both are complimentary – not inter...

Now that the dust has settled a bit, what to do with AI and content? We’re heading for the second half of 2023; it’s time to get serious.  → Most content producers are playing and fooling around with it but can’t bridge prompts to strategic implement...

I guess we’re all convinced of the importance of long-term storytelling, content, and the necessity to use this for building your brand. Unfortunately, in daily content practice, brands still focus on short-term content, campaigns, conversion, and pe...

Knowing we’re in a new society with a different outlook and expectations on brands and our content behavior has changed, why not tap into this and vamp up your brand storytelling with a content platform?These are the five steps to successBusiness cas...

Content planning becomes complicated over time. Me and my ego were convinced we could do this; us, some hacks, and our brilliant mind.In the beginning, content planning is all rainbows, unicorns, and sunshine; after a while, the fuzziness creeps up y...

What are the indispensable tools, tips, and tricks for a content strategist? Notice, this is not a hack how-to guide with the nitty gritty tips on content production; this is about how to keep the overview so others can excel in the production. ...

Part two with the indispensable tools, tips, and tricks for a content strategist. This is about how to keep the overview so others can excel in the production; this is not a hack guide and the nitty gritty tips on how to make content.  ...

A bit too often, pride is still a campaign, either rainbowy gay-washed and too obvious or too carefully almost invisible, corporately ticking the box.  While the intentions are good, the execution still s*cks. A dear friend (M, 46) lives in London, t...

We all know ChatGPT is the way forward. Yet how to go from average to good to great? We're all stoked about the features and possibilities; we should prevent producing more content instead of better content. ChatGPT can assist you in the latter if yo...

Saving and doing are still two different things. Brands claim they’re customer-centric; however, in practice, they definitely prioritize their own marketing interests with their content focused on inside-out product features. And the success is measu...

In this AI and ChatGPT jungle, it becomes easier to recognize copy that's been written by them. Here are a few pointers that give it away. Please keep in mind this goes for the thought leadership pieces, where the author claims knowledge. Using ChatG...

‘Brand persona’ sounds a bit sketchy, doesn’t it? Yet this pops up frequently. I already wrote about the brand persona in my book, and now it looks like more brands are picking this up.I’ll shortly explain why it matters and what it is. And I’ve stol...

Sometimes we can learn the most from those super passionate smaller brands. We don’t always have to look at the big ones to be inspired. Especially regarding content, as most of us don’t have big brands' budgets.It's the brand voice that creates the ...

POV. Short for ‘point of view.’ You’ve seen it popping up all over socials in the last year. Mostly used by content creators to indicate that the viewer (that’s you) must watch the video from the creator’s (their) perspective. Or they use the POV to ...

Especially now, with ChatGPT, it's so easy to produce more and more, rather shitty, content. Please, realize that more isn't always better. You don’t need new content; you can repeat what you already have. Just wrap it slightly differently, and you'r...

We all have been flirting and playing with it for a few months. The ChatGPT experts are popping up like weeds, and you stumble upon prompt after prompt advice. In the AI jungle is difficult to keep sight of the bigger picture because we’re getting so...

We all have been flirting and playing with it for a few months. Here's what you need to know and what I learned to get the most out of it. First and foremost. ChatGPT is not an assistant; it's your wingman.  Second, it's still me who has the brains a...

A little series on working with creators.  To prevent dropping an extensive manual on you, I've split it into three blogs. Click on the links to read the details (duh). And please, check out the original sources before jumping to any conclusions. And...

The (social) world is changing. To reach an audience, brands must work with creators or influencers. What are the differences? And how to get the most out of the collaboration? Brands need to understand the societal changes, do their homework to find...