Wrap Your Content Around Regular Events

How do you ensure your content flows continuously? Publishing around current events, seasons and holidays are a great place to start. News organizations are masters at this. No example shines brighter than the month of December. Year after year, they run stories about Christmas decorations. More recently, they’ve put a “green” spin to it by focusing on LED technology and energy savings. Later they cover snow storms and how they make trains run late. Then, there are sales in the stores. It’s the same in all Christendom!

You can do the same by using recurring events to generate ideas and create flow within your content streams. All it takes is a list of relevant events, some thinking and planning to create content that is both relevant to your audience and to the event. Unlike TV channels and newspapers whose content must always fill the same containers, online publications are more agile. However, publishing content that’s both good and relevant remains a challenge. Using recurring events, your publication efforts can be organized and you can start to orchestrate relevant story arcs that your audience will care about. Your ideas will flow! Populating your editorial calendar is bound to become a breeze.

What Type Of Event?

Look for near-global events like Christmas or Easter to begin populating your calendar. Don’t forget to turn to more local ones as well. Both can be very handy. For example, in Geneva (Switzerland), we have an official chestnut tree near the parliament hall. The secretary of the parliament, as part of her job, reports the blooming of the first bud. This first leaf marks the official beginning of spring in the state of Geneva and this event is covered by local news every single year.

All the examples above focus on mainstream news. You shouldn’t limit yourself to their events, however. Dig around your organisation and the online communities you’re part of. Be as specific as you can because each online community and organisation has their own pulse. You will be sure to find many events relevant to your niche. In particular, pay attention to:

  • Industry-specific online celebrations such as Social Media Day or Ada Lovelace Day.
  • Anniversaries and birthdays related to your industry’s leading companies and people,
  • Trade shows,
  • Conferences,
  • Awards,
  • Earning reports release dates,
  • and Product release dates.

How To Connect Events And Content?

Choosing relevant events is always best. However, they don’t have to be tied to the themes you cover. Get creative! It’s all a matter of finding the right angle to connect events and content.

Lifehacker — the productivity blog from Gawker Media — specializes in tips and how-tos. For a number of years now, the week of Halloween triggers Lifehacker’s Evil Week. It has become an awaited rendez-vous and fans get excited about it. Myself included. They create or repurpose content with an evil twist, so you can protect yourself (that’s their claim!). For example, in 2012, they talked about:

Another example of successful cyclical content from Lifehacker is their yearly post  “The Best Time to Buy Anything in 2012” which works so well that they have a canonical version they pledged to keep updated.

More niche communities also have their special moments. In the web design community, the «24 ways to impress your friends» advent calendar publishes great articles about cutting edge techniques. They’re geeky treats which aren’t always practical to use day to day because of poor browser support or industry standards. The period of the advent works great to make an event out of this content’s publication and gather the audience around it.

Even when the connection between the content and the events is far-fetched, it can still work. Tying together relevant content and getting it to your audience in a timely fashion is the ultimate goal.

Hit Or Miss

No one can guarantee your first efforts will be a success and you will have to resort to trial and error to get the mix right. Define success metrics in order to decide which initiatives to push and which ones to abandon.

Unfortunately, some content-event couples will simply not work or the content will prove too complicated to craft. Lifehacker tried a lot of combinations. In 2010, they held a Spring Cleaning Week, for example. It didn’t happen again in 2011 or in 2012. In fact, at the end of 2010, Nick Denton from Gawker Media moved the company away from yearly programming to a TV style weekly schedule. He said:

themes will be moved to a programming grid which owes more to TV than to magazines. For instance, Lifehacker’s personal finance coverage is popular with both readers and advertisers; like much of our more helpful content it is often lost in the blog flow. From next year, it will be showcased at a regular time, say Fridays at 3pm, a personal finance hour.

Pack your calendar full of relevant events: yearly, quarterly, monthly and weekly. Reflect on how best to cover them and launch experiments. Adapt and repackage your content. If it doesn’t work, don’t be afraid to abandon some events.

Be Reasonable

Very few have the resources to imitate Gawker’s hour-by-hour programming. Small teams or single-authors shouldn’t tire themselves trying to keep up with publishing powerhouses. Anyway, most of us don’t need to publish such high volumes of content.

However, publishing content tuned to the daily memes of your social media platforms of choice can do wonders. If you have a column about wine, think about publishing it on Wednesdays to take advantage of Twitter’s #WineWednesday.

By observing weekly rhythms and attaching corresponding hashtags to your tweets, you can widen your reach. Wine is just an example. Mashable published a list of Twitter’s daily memes such as #MusicMonday and #ThankfulThursday.

Start small! Go back to the basics and commit to #FollowFriday, for example. Tweet about what makes each person you follow worth following and add a #FollowFriday hashtag. One or two additional tweets a week is easy to put out and will represent a useful service to your followers. Such recommendations have reach and they are already content.

Using seasons and memes to plan your content can make your publishing life a lot easier. Start researching upcoming and recurring events in your area and “park” them in your editorial calendar. Oh, and once your content plan is in place, don’t forget to actually write the articles!

I wrote « Wrap Your Content Around Regular Events » on the Paper.li blog, it was originally published on February 25, 2013. Reproduced here with permission.

Low cognitive budgets for web projects

A cognitive budget measures the amount of time and attention the stakeholders allocate to various aspects of their business. I am especially interested in the amount willingly given to the website and other web initiatives. Web teams can work around financial constraints. However, when the stakeholder cognitive budget is low and the web team doesn’t have much power, delivering great work becomes exponentially more difficult.

Way too often, the website is a dumping ground for content and there’s, therefore, little need to discuss or even think too much about it. As for homepage real estate, carousels and slideshows make it easy to never have a conversation about that at all. So it follows that the website is a solved problem. It’s off the managers’ plate. The people in the last office before the server room have to upload things they receive by e-mail from all over the organisation and never talk back. No editorial back-and-forth. Congratulations. That’s a non-issue.

Or is it? When things are set up like this, uneasiness creeps in. People responsible for communicating through the website aren’t sure they’re reaching their target. They feel that something is off kilter. Sometimes anxiety reaches levels that warrants an e-mail to the web person with questions about the templates’ age or alerting them to a lack of « sexiness ». Of course, the website has no appeal. It is an ever-expanding closet holding three ring binders that each and every person in the organisation can add to.

When dissatisfaction reaches their ears, people ask for prettier wallpaper and wider doors to the closet, at least in part, because mandating technical fixes or redesigns doesn’t tap into their cognitive budgets. That’s when good teams or good webmasters come back with questions about branding and goals and content workflows which, in such an organisational culture, never get answered because web stuff is supposed to be a non-issue. It’s supposed to be cheap in terms of money and cognition.
It’s OK to cut corners but avoiding thinking about your organisation’s website isn’t a smart move. Websites are infrastructure that is important to your business.

When the culture is to treat the web as a solved problem and neither allocate sufficient cognitive nor monetary resources, there’s very little that can change in terms of introducing digital governance and content strategy even though these tools can bring positive change and make the website run more smoothly.

Have you tried strategies to work around this? Would you care to share stories?

Puis-je inscrire tous mes contacts à ma newslettre?

Quoi que l’on fasse, il faut résister à la tentation d’ajouter soi-même des noms et des adresses mail à une newslettre. Ces personnes qui n’ont pas donné leur consentement se désinscriront ou pire considéreront vos envois comme du spam et le feront savoir à vos fournisseurs de solution e-mail.

C’est sans doute la pire chose qui puisse arriver. Les fournisseurs de solution e-mail comme MailChimp, par exemple, appliquent une tolérance proche de zéro pour le courrier non-sollicité. Ils doivent se différencier très clairement des organisations qui envoient du spam.

Les filtres anti-spam réagissent à la provenance des mails. Si plusieurs mails frauduleux ou non-sollicité proviennent d’un même serveur, les filtres vont simplement bloquer ce serveur. Comme les fournisseurs de solution e-mail utilisent des serveurs communs à tous leurs clients, ils ne peuvent pas se permettre de voir les e-mails  envoyés par ces serveurs être considérés comme du spam et ne plus arriver à leur destination.

Les dénonciations pour spam sont comptées pour chaque envoi et pourraient vous valoir un blâme — chez MailChimp, si le pourcentage de plaintes dépasse les 5% des mails envoyés. En cas de récidive, votre compte est fermé et votre liste perdue.
En marketing email, le consentement est une notion centrale. On appelle cela le « permission marketing« . Lorsque des visiteurs vous donnent leur adresse mail pour votre newslettre, ils vous donnent explicitement la permission de les contacter. Le contrôle de consentement double ou double opt-in en anglais permet de s’en assurer. Il vaut mieux activer cette option pour éviter que des tiers puissent inscrire des personnes sans leur demander la permission.

L’autorisation de contacter une personne pour des mails promotionnels a une très grande valeur. Si vous n’abusez jamais de cette autorisation, il y a toutes les chances que vous puissiez la conserver et même approfondir votre relation avec cette personne.

La bonne conduite est donc très très rentable sur le long terme.
La pertinence des messages doit toujours être la plus élevée possible et concerner toute la liste pour ne pas entamer ce capital de confiance. Si vous faites preuve de parcimonie, de respect envers les personnes qui vous ont donné leur adresse mail, et que vos messages sont intéressants, cette confiance se développera et votre liste s’allongera. Dans le cas contraire, vous risquez de recevoir des blâmes et de perdre votre liste.

Si vous souhaitez vraiment allonger votre liste, attirez des personnes réellement intéressées. Vous pouvez les inciter à vous donner votre adresse en leur promettant un cadeau de bienvenue comme un e-book exclusif.

10 steps to live-tweet debates

Live tweeting panels is hard. 140 characters is very little. The main goals when covering an event alone is to testify that the event has taken place and that people following either in-person or on a live stream have gotten something important out of it. This encourages attendance for the next events obviously and raises the profile of the organizer.

Go through the list of panelists and search their presence on social media. That maybe frustrating in an academic setting because you’ll often find that they don’t have one. However, you may be surprised! Some prominent figures in the academic world are pretty active on Twitter. Journalists and politicians are also often on social media. Try to memorize their twitter handles or make a list on your laptop. Panelists will retweet you if you show up in their notifications. Accidental subtweeting can be embarrassing but it’s bound to happen.

Announce the event, live-tweet and possible streaming a few days in advance. Give all the necessary details. If many or all of the participants are active online, prepare an announcement tweet featuring each of them. Schedule those tweets at regular intervals. Keep in mind that you might have to mention each of them for fairness’ sake.

Choose your #hashtag with care. Discuss hashtag with coworkers. Go for the obvious one. If the event is about current affairs, chances are there will be one already. Look at trending topics. Make a few searches about the subject of the event. The hashtag will come to you. If all this fails, invent one. If the topic is too controversial, try flying below the radars by using the name of the organizer and the date. Being roped into arguments about the event’s organisation and the choice of panelists during the live tweeting of the event is a nightmare. Try to avoid that even if it means loosing a little visibility.

Be there early. Find a good place. Next to the center aisle is good so you can get up to take pictures. Before the event, encourage people to join one last time and comment positively on the attendance. If there’s a live stream, add a link in those first tweets.

Be accurate. If you’re not sure that the tweet accurately conveys the things that have been said, don’t send it. It’s better to have a partial account than an inaccurate one. If you engage the responsibility of the event’s organizers, misrepresenting the guests could impact their ability to get guests in the future.

Focus on tiny statements. They might seem inconsequential in the grander scheme of the debate but that’s all you can count on. In fact, chances are the grander scheme of the debate will escape you because you’ll be busy trying to catch tweet-worthy soundbites. There’s no way you can follow, synthesize and live-tweet a debate at the same time. If you need a synthesis and live-tweets, take two different people. You can count on partners, especially if the panel has members of the press on it. There will be journalists in the audience. Follow them and publicize their content.

Describe the topic in general. If you can’t be accurate and focus on tiny statements, describe what is being discussed without conveying judgments or opinions. Tell who is speaking and what topics he focuses on without going into details that might introduce inaccuracies. This technique works especially well with pictures.

Post pictures. Pictures do well on Twitter and they don’t require detailed Sit in a place where no empty seats show. Enlist coworkers with phones to send you pictures during the event. You will be able to post pictures from various angles.

Be fair. Find a way to mention and represent every single panelist. Sometimes, this is going to be hard. Some people don’t make tiny statements especially if they get emotional. Use every trick in the books to give them the most equal possible air time. The casual observer of your live-tweet should be able to reconstruct the guest list from your tweets.

Do not make public comments on the quality of the coverage. It isn’t your place to comment on the quality of the partners’ work. You need them. You can count on your followers and the guests themselves to point things out and issue corrections. But do not like or comment on them. Interfere only to kick and ban assholes.

After the event. Round up pictures and take the good ones and put them in a Facebook album (if you got a page) as a long term testament of the event. Since it’s a public event that is publicized, you can tag people in it. If you tag the panelists, you have to tag all of them.

You can keep posting about your event until you announce the next one. Take advantage of transcripts, round-ups, video and audio as they come out.

Carousels work great but not for communications

Slideshows or carousels are wonderful. They provide ample space for everything to be on the homepage for weeks. There is no need to hold meetings about the website. All stakeholders think they are getting a fair deal and appropriate amounts of exposure for their content. You may even whisper to yourself that your visitors get a well-rounded idea of your organisation’s activities.

Since the space is unlimited in the carousel, it’s free and harmless. There is no need to argue over what’s more important. Everyone in the organisation can just phone the webmaster and order a new slide. Something comes up, the web gal puts an announcement online as fast as she can copy-paste and markup, adds a new slide. Peace is kept. We’re all happy.

Except. Messages don’t get through. Experts have written about the fact that carousels don’t get people to click and take action (a sequence of events otherwise known as « conversion« ) and also about how carousels are a nightmare both in terms of search engine optimisation and in terms of your site’s ease of use. If effective communications are a real priority, that should be unacceptable.

Carousels are hurting your organisation. You assume it works without having checked. This creates a huge dead angle: it makes all discussions of web governance and due process irrelevant since everyone can request the creation of homepage content. Your web presence could accomplish so much more. You could rock.

Why do we refuse to? We fear tense discussions and accusations of insubordination. We don’t want everybody yelling in a meeting or, worse, agree and hold grudges. We all love peace but we have to weigh that against our need to get our messages across.

Carousels don’t work. You might be OK with that for peace’s sake. But if you’re convinced yours is an exception, at least, measure it and face the facts.

Photo credit: Two carousel pigs, hand-made in the late 19th century (Cirkuskarusellen in Gröna Lund, Stockholm). Photo taken by H. Pellikka. CC-BY-SA.

Elevator Pitch

I’m flying to Barcelona on Tuesday for a few vacation days before going to Confab Europe 2014. Looking forward to meeting people I admire, I promised myself to write an « about page » for my site and brush up my resume to find a coherent and concise way to introduce myself.

I have to marvel at people who always could narrow their roles to a single job title — I struggle with that. And it is a problem in conferences and other events. I, either, do too many things or am reluctant to accept a single label. We all do what projects require — don’t we? But it’s an unhelpful answer. Whispering « I am called webmaster, an anachronism, from eons past. I do… everything » is too theatrical, not much more useful and increasingly inaccurate. « Jack-of-all-trades » does have negative connotations.

Hence, I devoted last week-end to taking my own advice and return to my « Skills and Professional History Assessment ». It is a magical document which I periodically update to keep professional anxieties at bay. According to this inventory of my present skills and responsibilities, I do CMS customization, copy writing, editing and social media community management on various projects. Now I just have to memorize that and say it clearly 🙂

What this also tells me is that I am indeed focusing more and more on content management. It is good news. What is still lacking is the strategy and organisational change part. Small team, huge organisation — learning a lot every day. If I keep at it, it will come.

To humanities graduates seeking employment

Lots of friends I had left behind in university ranks are now considering entering paid employment. Even though unemployment is low in Switzerland, getting a job is still difficult. Transitioning from a liberal arts education into the « workforce » is an especially long ordeal. So I worry…

The worst part is fear. Politicians and employer union representatives keep screaming that there are too many college educated people who they label as « unemployable ». It’s HR-speak for « useless ». It saddens me. It carries a lot of stigma. It takes a long time and a lot of effort to wash the label off. When counsellors at the unemployment office, friends or family say you have to work on your « employability », what they mean is you have to weasel out of being useless. These levels of jargon and condescension are hard to stomach. No matter. They’re right on some level: you will have to change, gain experience, etc. However, you’re not as far behind as you might think. It’s a matter of attitude and learning to market your skills.

Young humanities graduates are squished between romantic ideals of our « calling » as defenders of the besieged humanities and the harsh realities of a world which seems in perpetual crisis. At my graduation ceremony, the dean of our faculty told us that starting a career would take 18 to 24 months of suffering. Right after that, an 80 year old alumnus said that it was our responsibility to « shine a light » upon the world and dispense humanistic lessons on scientists, engineers and bankers who seem to run things (poorly). If you’ve ever bought into the idea that your role would be to impose humanist values upon the uncaring, you better saddle up. It’s gonna be a hell of an attitude adjustment.

Such arrogance gives credence to the prejudice we face from employers — in fact. They don’t care about our values, what we learned about the human condition by analysing the Prose Edda, or the inconsistencies of chivalric discourse uncovered by Chaucer’s tongue-in-cheek humour. Calling knights hypocrites may get you somewhere among gender studies and feminist intellectuals, but in most workplaces it only makes people snigger at your inadequacies and question your competence. Nobody cares. The phone’s ringing — you better get to it.

GIF of Robin Scherbatsky from the TV show "How I Met Your Mother" Crying under a desk while drinking wine from a bottle

If they don’t care about medieval literature, what do employers care about? They care about weird shit like getting things done on time and under budget. Since you took two years to submit that twelve page paper about « Hamlet », you may not see yourself as an ideal candidate just yet. But don’t worry. You just have to adapt. Unlearn some old habits and learn some new ones. That’s really what this 18 month period is about. Wave goodbye to your humanities student self.

All young graduates are in the same boat. Or at least they face the same rushing river. Even people who got degrees which seemed more marketable when you started college need to adjust. It’s raining MBAs and they are more prone to grandiose expectations than humanities students.

Once you are sufficiently distraught and poor, you’ll have no scruples left. You’ll use our secret killer-rhetoric techniques to sell yourself. There are lots of experiences which come from growing in the humanities you can sell. For example, do you remember when you had to get the signature of two super-busy professors, run from one department to the next, talk to twelve administrative assistants and five teaching assistants just to register for an exam? And then had do it all over again to get the credit? Believe it or not, this kind of grit is marketable. Put that down on your resume: You know how to navigate horrible backwards bureaucratic systems and get results. That will come in handy because there are lots of bureaucratic systems in large organisations. And it’s only an example of all the things you manage very well already.

  • Revisit your past, every growth opportunities, every teachable moments and every task. Make a list.
  • Then, gather job postings that might interest you and analyse them as you would a literary text.
  • For each task description, prepare arguments with stories about how you already did a version of that.

Always speak to the fear. Looking for a job is scary. Hiring might even be scarier. The people across the table from you are scared out of their minds — always. Their hire may be a mistake and they will look bad if you under perform. It is very important that you raise no alarms in their minds. As humanities students, we always were taught to address complexity and unpack simplifications to expose flaws. Do that in private. In public, you’ll get farther by reassuring people.

I don’t expect any of this to sink in and make a difference on your first reading. There are a few resources that might help you, though, such as the classic podcast « Back To Work » — especially episode 7. Statistics do say that you’ll have a hard time no matter what you read off the internet. Make the best out of that time and learn as much as possible about yourself, work and how to get things done.

Eventually, you will find a nice job and you too will know the joys of being baffled by office politics, bewildered by unclear hierarchies, perplexed by obscure expectations and inconvenienced by endless rambling meetings.

GIF of Kermit the Frog applauding in a panic

Have faith, dear reader. Have faith.

Quelques questions à se poser au delà du choix d’un CMS

Un jour, dans une librairie informatique, une femme s’approche du rayon consacré au web. Hésitante, elle s’approche du libraire et lui dit: « Bonjour, je suis secrétaire dans une petite association et on m’a chargée de créer un site web. Je ne sais pas quel logiciel choisir ». Le rayon devant elle était rempli de livre avec des titres – sans aucun doute un peu effrayant comme « HTML & CSS », « Créez votre site avec Joomla », « Bien commencer avec Drupal », etc.

Le libraire réprime un soupir et se lance : « Vous pouvez utiliser Joomla ou Drupal, ils ont une bonne communauté et sont bien documentés même s’ils sont un peu compliqués. Ils offrent toute la flexibilité nécessaire… ». La dame continue de regarder autour d’elle avec un air perdu et finit par dire : « J’aimerais vraiment aller au plus simple, je crois que je vais demander à des amis ». Le libraire sentait qu’elle allait bientôt tourner les talons et sortir mais ne savait pas comment la retenir.

Je suis intervenu et ai osé un petit: « Ou alors, heu, WordPress, sinon ». J’ai relancé la conversation mais j’ai commis une erreur en me focalisant, moi aussi, sur le système de gestion de contenu. Je ne sais pas si elle est repartie avec une pile de livre sous le bras. Je suis sorti peu après. Si je devais hasarder un pronostic : elle est ressortie de cette librairie encore plus confuse.

Cette situation m’a fait réfléchir aux projets webs sans moyens des associations et autres auto-entrepreneurs. Ils pensent souvent ne pas pouvoir faire appel à un professionnel. Souvent, une personne du staff va devoir se retrousser les manches et se lancer dans le monde fascinant de la conduite de projet web.

La plupart du temps, le premier réflexe de personnes non natives du web est de se rendre dans une librairie et d’aller à la section informatique. Malheureusement, les livres généralistes qui traitent de tous le processus: de la définition des besoins, du développement de la stratégie et finalement de la création de sites et autres comptes sur les réseaux sociaux sont trop souvent absents des rayons, semblent trop abstraits et généralistes.

Pourtant, quel que soit la taille du projet, la sélection du CMS ne devrait jamais intervenir en premier. Malheureusement, les rayons des librairies ne donnent pas cette impression: ils sont pleins de livres spécifiquement basés sur les documentations de CMS libres et de technologies aux noms exotiques comme HTML et CSS. Ils encouragent les débutants à se focaliser sur les outils plutôt que de réfléchir en terme de buts, de public et de stratégie.

Avant de vous lancer dans la partie informatique, en choisissant un système de gestion de contenu, une solution hébergée ou autre, faites quelques recherches autour de ces quelques axes:

  • Contraintes. Quelles sont les ressources que votre organisation peut allouer à la communication sur le web ? Quelles sont les contraintes légales qui s’appliquent à votre organisation ? Les réponses à ces questions définiront les efforts que votre organisation pourra fournir sur le long terme en courant le minimum de risques.
  • Gouvernance et processus de travail. Qui a le pouvoir de décision sur votre présence en ligne ? Comment le travail est organisé au sein de l’organisation ? En posant ces questions ouvertement, vous démarrerez des discussions salutaires sur la conduite du projet.
  • Les buts de l’organisation. Que voulez-vous accomplir ? Quel type de relations souhaitez-vous établir avec vos publics ? Comment vos efforts de publication en ligne vous aideront-ils ? Pour chaque but, définissez une donnée statistique et trouvez une manière de la mesurer.
  • Les publics cibles. Qui sont-ils ? Quelles sont leurs besoins ?
  • Le contenu. Quels contenus possédez-vous dans vos brochures, affichettes et autres publications ? Est-il adapté ? Commencez un audit de contenu en listant chaque morceau de contenu que votre organisation possède et pourrait mettre en ligne.

Votre phase de recherche sera toujours incomplète. Vous pourrez la compléter en cours de route et faire des ajustements. Le fait de vous poser ces questions au début du projet vous mettra dans les meilleures dispositions pour la suite. vous saurez comment compléter ou adapter vos contenus utiles et intéressants. Avec les fruits de votre travail de recherche, vous pourrez approcher un ami, un libraire spécialisé ou un professionnel pour qu’il vous aide à choisir, personnaliser et configurer un système de gestion de contenu puis à le publier enfin sur le web pour le meilleur prix et les meilleures retombées possibles.

Rétro-ingénierie de stratégie de contenu

«How to Reverse Engineer the Perfect Content Strategy» de Simon Penson (@simopenson), fondateur de l’agence de marketing de contenu Zazzle, explique comment extraire un plan de contenu d’un magazine. Il explique comment les publics sont segmentés. Selon lui, on peut baser une stratégie de contenu sur l’observation d’autres publications comme un magazine de qualité.
Faire le plan du magazine en notant les différents types d’article que vous rencontrez page par page peut constituer une bonne base de réflexion pour créer un plan. Pourtant, ce raccourci n’en est pas vraiment un. Il faudra tout de même se poser des questions du style:

  • Pour quel public voulons-nous publier: les employés, les employés potentiels, les prospects, les clients?
  • Quels contenus intéresseront le public cible?
  • Comment sera produit le contenu?
  • Quel volume de contenu peut-on produire en maintenant une bonne qualité?
  • Quelle fréquence de publication allons-nous adopter?

Mais c’est un point de départ intéressant et une façon d’observer la concurrence 😊