Future-proof your Content

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.

More information

Content Podcast

Sorry for non-Dutchies … it’s in Dutch :), date of recording May 2017.

Future of video content

#Future of #video #content: “You need to create stuff that’s not only visually stimulating but also intellectually stimulating, where the viewer is learning something, laughing, or being enlightened.” It’s about passion, niches, and personal premium.

Published by Google, so pretty focused on YouTube (duh…) Nice read

Branded Content

“With Airbnb Magazine, we’re looking to flip the script on traditional travel-centric content,” she says. “That means positioning travel as accessible instead of exclusive, and prioritizing people over places. The magic of Airbnb comes from human connection and creating a space for belonging, and we wanted that to be at the heart of our magazine.” And more nice #insights on #branded #content

3 content buckets YT

“95% of last year’s beauty content on YouTube fell into three buckets”

Read and learn from the beauty brands

https://www.thinkwithgoogle.com/advertising-channels/video/beauty-videos-on-youtube/?utm_source=promo&utm_medium=email&utm_campaign=2019-04-29-twg-us&utm_content=cta&mkt_tok=eyJpIjoiWVRJeU9EVXlNV1k1TXpVdyIsInQiOiJIR2RrbGJLUGJOOW5tOGllUDE2MnlSYk5KZE0zU05oY3M5Q3drbmVQT2RlOTFoTENuTUl0OHhEV1ZvaWJRMWZVMm0rQ2MwdzE5VXFjd3ZcL21XNEdvUEZqYmhUd29pbHA2bjFpWThwaFRsd0o1eTRqTVwvVDJcL1F5U04rNXJSMUJmWCJ9

Content First Approach

“We are currently in a period of #transition towards a new paradigm of #communication. Brands like Mercedes and Net-a-Porter have fully embraced the #content-first approach,…”

https://www.thedrum.com/opinion/2019/05/10/what-consumer-demand-great-content-means-brands

“Whether brands choose to in-house or to out-source, partially or completely depends on culture and their attitude to innovation. However, both approaches respond to the power that consumers must curate their own media, editorial and commercial communication – and filter out anything that doesn’t satisfy their desire for great content. Quality will out.”

Netflix on social


GUTE-URLS

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“How the streaming giant presents itself as a TV and movie super fan and uses meme-able, self-aware social media content to keep us watching more.”

“two significant goals for 2019. The first is to engage more on Reddit, where its presence is scarcest. The second is to bring more of its meme-happy approach into the real world, to merge the social energy with unique, in-the-flesh experiences that can then be turned into more social content.”