Posts in English

On this page, you can check out all the posts I’ve written in English, most of which are exclusive to this blog. Some I published on other site and syndicated here.

Hope you’ll enjoy it. Looking forward to your thoughts and feedback!

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Exploring the idea of the minimum viable content strategy

Exploring the idea of the minimum viable content strategy

Many organizations struggle with documenting and putting into practice a content strategy. Most of the time, it just seems too vague and unclear, especially with reg1rds of all the noise on the topic. Which is why I want to explore the idea of the minimum viable content strategy.

What if we killed communication departments alltogether to align on the story?

What if we killed communication departments alltogether to align on the story?

As I was taking my evening walk last week I started to think about the different projects, conversations and experiences I had in the past few months and years. What became clear to me is that many organizations are „disfunctional“ in terms of effectively telling their story for the age we live in…

What’s a good persona? This video might make you rethink yours

What’s a good persona? This video might make you rethink yours

Personas are a key technique to getting serious about „centric“ content for stakeholders. In the rush of creating personas we often overlook what matters most…

Why I moved on from inbound marketing to (strategic) content marketing

Why I moved on from inbound marketing to (strategic) content marketing

I used to be an „inbound marketing“ enthusiast. As I gathered experience in the field I moved on to (strategic) content marketing. I want to share the why from my personal experience (which is not „the truth“ 😉 ) …

#ContentFails no. 1 – mind your metadata, confusing unsubscribe, more metadata & Localization UX

#ContentFails no. 1 – mind your metadata, confusing unsubscribe, more metadata & Localization UX

When it comes to „content“, a lot can go wrong… From time to time I stumble upon small or big „content fails“, which I believe can be eye openers, so I want to start sharing them with you and continue if I get positive feedback.

Content formats and how our brain processes them [Infographic]

Content formats and how our brain processes them [Infographic]

Different content formats are being perceived differently by our brains. This infographic from Main Path Marketing shows how our brains processes different types so that you can better understand their effect and align it with your communication goals. 

Content marketing planning: designing a strategic storyline

Content marketing planning: designing a strategic storyline

Planning for content marketing is often done under the wrong impulses. Either we get pressured by channels („it’s been a while we published something“), by formats („hey we need leads, let’s do a webinar / a whitepaper“) or jumping on the new shiny thing („infographics are cool now, let’s do one as well!“). To avoid these pitfalls that don’t do much for your strategy in the long term, you should design a storyline…

[Comment] To become a thought leader, you need actual thoughts to lead with

[Comment] To become a thought leader, you need actual thoughts to lead with

The answer is not „more content“ but „better content“. In an age of content shock, a study states the obvious (but maybe that’s a good thing)…

Content marketing entails a change management process (and here’s a 3 step model for you)

Content marketing entails a change management process (and here’s a 3 step model for you)

Content marketing cannot be implemented overnight… it’s a change management process, especially if we are talking about a strategic approach. In this post I want to explain why and introduce you to a 3 step model you can use for getting everyone on board.

Please stop oversimplifying Content Marketing!

Please stop oversimplifying Content Marketing!

There is a dangerous trend towards oversimplifying content marketing, leading to confusion and even boredom with those people we want to reach… Allow me to say: please let’s stop oversimplifying content marketing.

By calling it Content Marketing, we’re often missing the point…

By calling it Content Marketing, we’re often missing the point…

The more I use and think of the term content marketing, the less happy I am with it. Why? Because we’re often just missing the point.

[Video] Interview at Digital Marketing Live: Why Content is the future, businesses need to become more story-centric and seeing content as a strategic business asset

[Video] Interview at Digital Marketing Live: Why Content is the future, businesses need to become more story-centric and seeing content as a strategic business asset

I had the great pleasure of being interviewed at digital marketing live in Amsterdam. On the menu: companies need to become more interesting, what it means (there are many ways to be interesting!) and handling content as a strategic business asset. Thank you to my friend an colleague Peter Van Dijk for recommending me to

International Marketing 101: Dear US-companies, there is no „European market“

International Marketing 101: Dear US-companies, there is no „European market“

When US-based companies choose to expand internationally, the European market is obviously on the shortlist (especially in digital). That’s already a mistake.

Facebook needs to figure out how people can share BETTER (and be more relevant)

Facebook needs to figure out how people can share BETTER (and be more relevant)

Past week, several articles reported that Facebook is worried about how people share content on the platform. This is something I have been thinking about for a while. Allow me to share a few thoughts with you.

A powerful content marketing tool for handling content operations: ScribbleLive Plan

A powerful content marketing tool for handling content operations: ScribbleLive Plan

I am excited to join the announcement of the launch of ScribbleLive Plan, a powerful content marketing tool allowing businesses to handle content strategy and operations on a single platform.

Looking back on 2015 / Jahresrückblick 2015

Looking back on 2015 / Jahresrückblick 2015

To all / an alle: I usually post either in one language or another but for this post I’ll make an exception and write in all three languages! Pick the language of your choice (if you want to check if I translated well, feel free :-D) English: The year 2015 comes to an end… It

3 types of content consumption patterns (and how a brand can fit in)

3 types of content consumption patterns (and how a brand can fit in)

„Content“ is such a vague word, that it may be difficult grasp how it relates to the real world and those who „consume“ (I prefer experience) it out there. Based on several months of serious market research (well, observing people on the train), I want to point out the three types of content consumption patterns I identified.

It’s not about how long your content will be seen, it’s about delivering the story

It’s not about how long your content will be seen, it’s about delivering the story

Do you still think of content as a commodity (using content for marketing) or content as an experience? A discussion in a Google Plus community made me think…

Strategy: Why chasing clicks doesn’t do us any good…

Strategy: Why chasing clicks doesn’t do us any good…

We are chasing clicks like there’s no tomorrow, just because digital marketing allows us to do so. But this is dangerous…

B2B Content Marketing in Germany – 5 things you need to know

B2B Content Marketing in Germany – 5 things you need to know

If you want to do B2B Content Marketing in Germany, there are aspects you should be aware of, before planning and launching your initiatives. Based on my experience, I want to list some distinguishing and important aspects of the market, which might help you avoid costly errors.

Content Marketing without SEO? 5 Things you can do when no one searches for your content

Content Marketing without SEO? 5 Things you can do when no one searches for your content

Can you do Content Marketing without worrying about SEO? What if no one actually searches for your content in search engines? Here are 5 tips for you if you want to reach potential customers through channels other than search engines (SEO).

International content marketing and localization: 3 frameworks to get you started

International content marketing and localization: 3 frameworks to get you started

International Content Marketing is trickier than you may think. It’s not enough to translate your content! Here are 3 frameworks you might want to use when planning your strategy.

Brands acting like publishers is NOT Content Marketing!

Brands acting like publishers is NOT Content Marketing!

Content Marketing is often explained with the short sentence „brands should act like publishers“. This is a terrible explanation. Why? Let me explain.

What Spotify can teach you about Content Marketing

What Spotify can teach you about Content Marketing

The music streaming service Spotify can teach content marketing professionals a number of things which can improve how our content is organized and distributed. Here they are.

Emotions and social media engagement – what about platform semantics?

Emotions and social media engagement – what about platform semantics?

Emotions and social media engagement have been discussed many times before. Activating emotions are best for getting followers / fans to interact. But aren’t there other factors we are missing? Obvious factors which actually make a difference?

Content Marketing for musicians – Music is just the beginning

Content Marketing for musicians – Music is just the beginning

Is the music industry doomed? Is technology killing the music industry and artists we love so much with it? Content Marketing for musicians: here’s why it’s the way to go…

Why inbound marketing is a mindset | the story of a millenial

Why inbound marketing is a mindset | the story of a millenial

Inbound Marketing is more than a set of tactics that have always been around. Inbound Marketing is a mindset to me… Why that is? You’ll read it here.

Global Content Marketing – When Content crosses borders (a book recommendation)

Global Content Marketing – When Content crosses borders (a book recommendation)

With the ever-growing adoption of content marketing and further globalization of communications and marketing, it seems unavoidable that content marketing needs to stretch beyond borders. Pam’s book is a great way to start if you’re interested in content marketing strategies on an international level. I got to ask her a few questions…

The 10 Marketing articles you should’ve read in 2014!

The 10 Marketing articles you should’ve read in 2014!

As digital marketers, we have experienced the Content Shock with full force. I digged into my „pocket“ and got out the 10 posts very best posts on digital marketing I read in 2014… Enjoy!

Come to the dark side of social sharing… You’ll be surprised.

Come to the dark side of social sharing… You’ll be surprised.

This post was originally published on relevance.com | An excellent Blog you should subscribe to! (seriously, it’s one of my favorite publishers in things digital marketing & content marketing) In late 2012, Alexis Madrigal, senior editor at The Atlantic, published an article titled “Dark Social: We have the whole history of the web wrong.” The

From Content to Social Content: 3 Tips for more engagement

From Content to Social Content: 3 Tips for more engagement

Engaging people on Social Networks is getting harder and harder. Social Content has its own rules. The truth is: most companies don’t lack Content.

From Content Marketing to marketing Content

From Content Marketing to marketing Content

As the amount of Content pushed out there is increasing minute by minute, a shift is happening as I write these lines. One could say that we’re moving from content marketing to marketing content.

How to use social media with a multilingual following

How to use social media with a multilingual following

The digital revolution has made the world a village. The web 2.0 and especially Social Media have played a major role in this. However using these networks when you’ve got an international and multilingual audience isn’t that easy. Based on my experience I can give you a few tips for Facebook, Twitter and Google Plus.

Why Clickbaiting isn’t such a great traffic generation tactic after all

Why Clickbaiting isn’t such a great traffic generation tactic after all

I stopped counting the articles promising me the ultimate HOW TO guides for… anything. Of course, in our era of content abundance it is essential to draw attention to your stuff and work on distribution even harder than before. But we are litterally drowning in so many „ultimate guides“ that we might just stop believing in these click baits… Why? Because our expectations weren’t met.

Understanding Communication as a Service

Understanding Communication as a Service

As the number of communication channels explodes and consumers are more and more empowered, companies have to take another approach to communication with customers. If you are going to interrupt them, at least make it useful!

Craftsmen from Latvia winning with outstanding Content

Craftsmen from Latvia winning with outstanding Content

It seems like every day, hundreds of how-to posts are published telling you how to publish interesting and entertaining branded content. However, in the end it comes down to how much you love your work, doesn’t it?