Why you need to think like a publisher to become future-proof on content.
How to prepare for a future without Facebook
Decrease your dependency on social and Google
Avoid silo and channel thinking
Combine creative production with media buying
Set up a central content department including stakeholder management and editorial board
Balance between brand building, thought leadership and marketing campaigns
Report on business objectives instead of vanity metrics
In my book, I collect my 20+ years of experience with the best books on strategy and content. Crafted and written with a little help of AI :)
The outline in a nutshell. Tune and tweak in the details and pick what is relevant for you.
It’s a belief: First things first. Why the belief and the support from the C-suite is non-negotiable
• Part 1: Basics and Fundamentals. What do you need as a basic before you can even think about creating and publishing content
• Part 2: Structure. How to bring structure to your content and use data and research to make decisions.
• Part 3: Organization and Content Team. What you need to realize the central content production and media buying. From the employees to an organizational structure. Including that important stakeholder management. And to make a decision to in-house or not.
• Part 4: Tools and processes. What you need in workflows, processes, and tech. Plus: how to improve your brief to your agencies. ‘Sh*t in is sh*t out’ and having great content starts with yourself.
Key takeaways • Engagements dropped significantly between 2017 and 2018, but they appear to have recovered at the start of this year • Political content is dominant on the web, making up more than a third of the most engaged posts • Fox News had the most stories in the top 10,000 stories for the year so far, with 438 between it and its subsidiaries • Native video is still the most engaging native content, with average engagement on the top posts nearly 50 percent higher than any other format • Outside of political content, there were not many angry reactions on Facebook’s native content, and Angry reactions made up fewer than one percent of the reactions to the top 10,000 posts
The importance of email over social in specific customer acquisition.
“That makes it hard to justify hunting for subscribers on platforms like Facebook, (…) Instead, (…) rely heavily on their owned tools and channels, specifically paywall and email, to gather new customers”
“People move through the purchase journey on their own terms, seamlessly shifting between search and video.” “Our research shows that, on average, advertisers who run YouTube video ads in addition to Google Search ads see 3% higher search conversion rates and a 4% lower search cost per acquisition compared to advertisers who run Google Search ads alone.”
Search, video, and the purchase journey
Discover the role of Google Search and YouTube video in the purchase journey, and how marketers can use one channel to influence the other.
Speed, value, agility and transparency wanted by marketeers.
What do client-side business leaders want? Brilliant strategies? Mind-blowing creative? Category-busting innovation? Technological wizardry? Lower billable rates? The rock sensation Queen said it best…. they want it all and they want it now! And even though (half-jokingly), this is most certainly true, a more pragmatic look at the market shows marketing leaders with a growing desire for partners that can operate collaboratively, nimbly, quickly and effectively.
Creative leaders gain currency in c-suite
In business, the creative discipline has historically been confined to the marketing function and deployed as an adjunct to business or product strategies cooked up elsewhere in the organization. The phrase, “make it pretty,” best captures this ethos. But times are changing, and design leaders increasingly find themselves at the helm of successful start-ups, in an advisory capacity at VC firms, or in newly minted C-level roles at traditional brands.
Smart marketing move by WODbottom, sending a ‘thank you for ordering’ email note the day after the order. And a funny delivery txt message, linked to the UPS notification. First received the UPS message (3h after actual delivery in the mailbox), then the SMS, followed by, a more formal, WODbottom email.