Fleur Willemijn van Beinum has been working in the digital industry since 1999 and has worked for 45+ brands. Her expertise is in building brands using content and social.
Meer over Fleur Willemijn van BeinumImpact with content
Why you should take content out of the marketing department
Paperback Engels 2022 1e druk 9789083240039Samenvatting
I believe in thinking differently and approaching content in another way, you can discover its magic and make it accountable. Content is amazing to tell your brand’s story, stand up and out, and add value to your audiences.
60% of all content is clutter - Havas, 2017
All you need to do is take content out of the marketing department and align it with the brand, with marketing as one of the main stakeholders. Why? Content is about brandbuilding and then aligning with activation, not vice versa. Placing under marketing, by default you’ll follow the marketing KPIs and planning.
Think like a publisher and produce your own magazine with your reader in mind. In your magazine, you have a variety of short and snappy reads, long reads and background stories, informational stories, and promotions — all visually attractive, recognizable, and easily accessible. If your reader doesn’t like what you write, they will not purchase your magazine (anymore).
Take content out of the marketing department to create impact
In this book, I reveal the five-step framework for what you need to create impact with content. First, how to set up your content strategy. Second, combine your content assets with media buying to use the social algorithm in your favor. Third, how to become accountable with long-term KPIs and how content contributes to the business. Then the requirements for quality over quantity. And last, the organizational setup and team.
As a devil’s advocate at a high pace, I take you through my lessons learned, pitfalls, experience, and knowledge from 25 years in the industry and working for 40+ top-notch brands and agencies. From the high-over strategy to in-depth operational details to make it applicable.
The difficult made easy. It’s a light read and great with all the hands-on examples - Annemein s., group marketing director
I hope alot of people are going to read this and learn from it. they need it - Raymond d.c., Head of
digital client solutions EMEA
looking forward reading this, you sharing your experience and vision = Marlin G., Sr . PR MANAGER
Specificaties
Lezersrecensies
Inhoudsopgave
Perfection is the enemy of progress 6
Thank you 7
Framework 13
Create impact with content 15
1. Content Strategy 17
What is content? 19
What is a strategy? 22
Your content strategy is not a spin-off of your marketing strategy 26
Case: Oatly ‘no marketing team’ 29
Brand building and activation content 33
You can’t be silent 37
Identity and brand persona 39
Tone of voice 44
Lexicon 46
Writing 48
Visuals 51
Sonic 53
Case: automotive brand persona 55
Case: make your own podcast by WPK 57
Case: Google Duplex, AI is calling 62
Data for content strategy 63
Case: S4 Media.Monks on data and creativity 71
2. Media and distribution 73
Media budget for reach 75
Algorithm, audiences, and targeting 81
Social channels 85
The impact of not going social 89
Social is not for sales 91
Brand building on social 93
Threesome with content to follow media 97
Content ecosystem 101
Website traffic benchmark 105
Reviews and recommendations 107
Case: context for content for success 108
Case: email isn’t dead (yet) 111
Two big trends 113
3. Accountability 115
Business objectives and KPIs 117
Reporting 124
Testing: combine media buying with content assets 127
Case: ‘how to keep your CFO on board for brand building’ by Les Binet 131
Case: OKRs to measure your goals and progress 133
Case: OKRs in practice 140
Case: don’t Bullshit by WPK 143
4. Requirements and structure 147
Great content needs... 149
Your why and leadership 150
Be distinctive 153
Audience first 155
Social also first 157
Create your story 159
Structure content 165
Importance of help content 168
Why content fails 172
Case: two tips for content excellence, by S4 Media.Monks 174
Case: To blog or not to blog 176
Case: how to share content from others 178
Case: build a brand before products 180
Case: what big brands can learn from a small retailer 184
5. Organizational setup and team 189
Not within marketing 191
Content team 195
Stakeholders 198
Involve customer care 199
Case: KLM webcare 200
Case: Nuud on customer care 202
Case: get your mandate in place before you start 203
Editorial board 205
Content efficiency tips 207
Case: automotive brand and the first snow 210
How to set up a newsroom 213
Case: viral Oreo ‘Dunking in the dark’ 217
How to get started 221
Framework 223
Strategy: unlink from marketing 224
Combine media and content production 227
Long-term KPIs and reporting 230
Quality over quantity 232
Serious budgets and seniors 235
Have fun 237
Books 239
Books to read 241
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan