How to 'read' this website and table of contents
Use the tags or bounce from release to release
Finding a publisher is damn difficult. Honestly, getting denied time over time again isn't that bad, feedback improved my writing and made the book to what it is today. Yet, what is content if it doesn't reach the audience. If the knowledge stays on my computer, nobody benefits. Hence, flipping the perspective and practicing what I preach, I decided to publish by myself, online, piece by piece.
Week by week I publish the individual chapters and paragraphs of my book. Each has its own release, indexed by tags. At the end of each chapter, you can download the PDF with the collection of the releases that create the chapter. First to expect in Spring 2020.
You can bounce from release to release by using the tags, you can search for topics or you can just go with the flow and read what resonates.
Four chapters
Four main elements, once the corresponding content is online, I add the link
1. First, build some solid basics and fundaments with a firm strategy and identity, download the first part in this PDF
2. Second, create a content structure based on data and using tags, themes or topics
3. Third, set up a central and agile content team
4. Forth, get your tools and processes in place
Interviews
From theory to operational excellence. Deepend by interviews with the most inspiring peers from top-class agencies and amazing brands. From the big, international and corporate to the start-ups and pro-athletes. All interviews
Table of contents
A sneak peek of what to expect in 2020. Going with the flow, some of these paragraphs will change and update over time.
Chapter 1 'the basics and fundamentals' for content, download the PDF
3 Key takeaways for content excellence
Four elements of how to think like a publisher
'How to keep your CFO on board for brand-building' by Les Binet
The content basics and fundamentals
Long term brand building content
'Epic content marketing tips' by Joe Pulizzi
... the items below are not in the PDF yet
Four mistakes in content strategy
How to measure your goals and progress
Content to contribute to business objectives
Set your KPIs
Reporting Tips
Measure progress with OKR
Fill the top of the funnel
Use a brand persona for content consistency
Sonic identity and content
How to make a podcast, insights by WPK
The audience first for the best content
Learn them something new
Content follows media spend
Create a threesome: content, media, and production
Common content mistakes
Chapter 2 'content structure' to create an overview
What is Content
Content Strategy
Indexing your content
Analyse your competitors content
Use Google Data
Content and SEO: tips and tricks
Long-Form or Short-Form
Webcare for Content
Big Rock Content: Nike and Audi
Chapter 3 'team needed' to excel and speed up
In-housing or Agency?
Silo-agnostic from a PR perspective
Your content team
Organizational setup
Content Team Members
Make it a habit
Manage your content stakeholders
Set up and editorial board
How to use an editorial calendar
Content efficiency tips
Prepare and preproduce content
Re-use and repeat content
Repurpose content
Customer care integration
Social first instead of mobile-first
Crisis communications and content
Chapter 4 'tools and processes needed'
How to set up your distribution
Use and abuse newsroom platform
Email isn't dead yet
How to audit existing content
Set up the workflow
Speeding Up Production Process
How to keep track of content trends
Writing tools for great content
Writing tips to keep going
A preliminary list of the interviews, expect more in the next months
'How to keep your CFO on board for brand-building' by Les Binet
'Content to stand out' by Flinders
‘Get your mandate in place before you start’ by Toyota
What big brands can learn from a small retailer
‘Stick to your brand voice’ by WodBottom
‘Character Gives Respect’ by G-Star RAW
'Context for content for success' by Nuud
'Wake up!' by IMA on influencers
ACHTUNG! on the importance of your brandstory
'Long term effectiveness with content' by DDB
'Brand building on social' by Callum McCahon
Don't Bullshit by WPK
Think beyond the sound logo by Massive Music
5 Briefing Tips by Massive Music
Don't Be Vanilla by Sizzer
Content for People by Universal Music
Make Your Own Podcast by WPK
Two Tips for Content Excellence, by S4 Media Monks
Kelloggs on using data to optimize
S4 MediaMonks on Data and Creativity
Help for +280% 'Want to Buy a Samsung' by WPK
What brands can learn from a pro-kitesurfer
The best books to read
And more to read on digital publishing and content
Don't pretend to be what you are not
Perfection is the enemy of progress
Practice what I preach. From getting denied by publishers to digitally publishing by myself. Scarry as sh*t and gives energy like hell. Loving every moment of it
Week by week I publish and release the individual paragraphs of my book. You can bounce from release to release by using the tags. Or check out the table of contents. Each paragraph has its own release, indexed by tags. At the end of each chapter, you can download the PDF.
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