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Overview: Content Strategy

Are you creating the content your audience actually wants to consume, or are you just talking about yourself?

What sort of content will your audience read, out of the endless supply at their fingertips? Formal news articles or blog posts from your staff and readers? An event calendar updated daily, or a longread every month? Static web pages, or a deeply granular database with faceted search?

And have you figured out how to get it to them, develop engagement around it, and translate that success into something concrete, fulfilling your mission? How many of the friends and organisations in your network amplify your message regularly?

Need answers? Get in touch.

More services: start with Communication strategy.

Relevant resources

Study: You Can't Change an Anti-Vaxxer's Mind | Mother Jones
www.motherjones.com
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Vaccine denial is dangerous... you might think it would be of the utmost importance to try to talk some sense into these people. But there's a problem: According to a major new study in the journal Pediatrics, trying to do so may actually make the problem worse.

What an academic hoax can teach us about journalism in the age of Trump » Nieman Journalism Lab
www.niemanlab.org

Alan Sokal attempted to prove that the influence of postmodern ways of thinking in the humanities had reached the point where academic nonsense was indistinguishable from academic sense. As a physicist, Sokal found writing about science to be particularly offensive... Sokal was conducting an experiment to see if “a leading North American journal o…

Eli Pariser Predicted the Future. Now He Can’t Escape It.
backchannel.com
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Pariser’s work has led him to believe that blaming fake news for fractured discourse is a red herring... The filter bubble explains a lot about how liberals didn’t see Trump coming, but not very much about how he won the election... my guess is that talk-radio, local news, and Fox are a much more important piece of that story than random conservat…

The Backfire Effect – You Are Not So Smart
youarenotsosmart.com
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People on opposing sides of the political spectrum read the same articles and then the same corrections, and when new evidence was interpreted as threatening to their beliefs, they doubled down. The corrections backfired. Once something is added to your collection of beliefs, you protect it from harm... Just as confirmation bias shields you when y…

Virtual and Augmented Realities: Asking the right questions and traveling the path ahead
medium.com
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Now feels like the right time to take a step back, look at the landscape of VR and AR, and share a bit on how we think about the space: where we are, where we’re going, why it matters to Google, and why it matters to the world... VR can put you anywhere, and AR can bring anything to you... in time, these points on the spectrum will blur... let’s c…

Q&A: How Reebok masters reactive storytelling
www.newswhip.com
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reactive storytelling... quickly, nimbly, be part of the cultural conversation in a meaningful way... When you don’t have budget to put behind your campaigns, real-time or reactive storytelling is a really powerful tool to intercept consumers where they are and get them to believe in you...

Inoculation theory: Using misinformation to fight misinformation
theconversation.com
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A little bit of something bad helps you resist a full-blown case... Inoculating text requires two elements. First, it includes an explicit warning about the danger of being misled by misinformation. Second, you need to provide counterarguments explaining the flaws in that misinformation... explaining the misinformation technique completely neutra…

Fact-checking Clinton and Trump is not enough
theconversation.com
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a bias likely to cloud the minds of the audience – the halo effect.... when we see something we like or dislike, and associate this emotional reaction with something else... “illusory truth effect.” This bias causes our brains to perceive something as true just because we hear it repeated... the illusion of control bias occurs when we perceive o…

Backfire effect and Brexit (Top3ics, May 2017)
mathewlowry.myhub.ai

I’ve been meaning to blog about the ‘backfire effect’ cognitive bias since first coming across it last December. It went to the top of my ToBlog list thanks to a little serendipity...

You're not going to believe what I'm about to tell you - The Oatmeal
theoatmeal.com
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This comic was inspired by this three-part series on the backfire effect from the You Are Not So Smart Podcast.

A how-to guide for collaborative journalism projects
medium.com
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a comprehensive Electionland case study. This 66-page playbook provides a detailed account of how Electionland was conceived, planned, and executed as the teams involved worked to track and cover voting on Election Day in 2016.

Miles of Ice Collapsing Into the Sea
www.nytimes.com
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We went to Antarctica to understand how changes to its vast ice sheet might affect the world.

An interview with Vice's social media team
www.newswhip.com
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someone that saw a Facebook native video had a higher likelihood of clicking on a link post in the near future ... we look at top performing articles and then see if we can turn them into short form videos for Facebook... we strive to be original storytellers... We understand what the mission is. It’s not just to get views... it’s always to be tel…

The neuroscience of changing your mind
youarenotsosmart.com
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for your most cherished beliefs about things like climate change or vaccines or Republicans, instead of changing your mind in the face of challenging evidence or compelling counterarguments, you resist... your challenged beliefs then grow stronger.

Media Manipulation and Disinformation Online
datasociety.net
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"Internet subcultures take advantage of the current media ecosystem to manipulate news frames, set agendas, and propagate ideas..." plus a lot more: it's a 100+page report

Here’s how Jay Baer would fix your broken content marketing and social media
medium.com
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there are more than 1.97 million blog posts published online every single day... four (specific) ways that marketers can fix their broken content marketing and social media programs...

Everything You Ever Wanted to Know About Marketing Communications
medium.com
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A communications strategy answers the question, “Why are we doing these activities?”... if you’ve been doing customer discovery and using the value proposition canvas, you know a lot about each customer/ beneficiary.

Wikipedia founder Jimmy Wales launches Wikitribune, a large-scale attempt to combat fake news » Nieman Journalism Lab
www.niemanlab.org

combat fake news by combining professional journalism with volunteer fact checking... professional journalists will be paid to write “global news stories,” while volunteer contributors will “vet the facts, helps make sure the language is factual and neutral... transparent about the source of news, posting full transcripts, video, and audio of in…

This site publishes high-touch, time-intensive data visualizations (and has a business that sustains it) » Nieman Journalism Lab
www.niemanlab.org

every individual picks their idea, we vet it ourselves and make sure the data’s there, that it’s interesting, and we just go off and do it... We specifically seek out stories that aren’t news related, because we don’t want to compete in that space

The Storytellers of Democracy - The Atlantic
www.theatlantic.com
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Interactive and participatory media allows viewers to get involved, to become expressive, and give voice. It is inviting and contagious for those who share views—seeing enough notes and posters in public makes it more welcoming to add your own... civic action... moves from digital support to public support only when it is clear that such actions h…

Here’s a list of initiatives that hope to fix trust in journalism and tackle “fake news”
medium.com
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an extensive list of projects, initiatives and tools created to fix trust in journalism and false/fake news and misinformation

A simple reward system could make crowds a whole lot wiser
theconversation.com
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if everyone has the same information, the crowd is no smarter than a single individual... a diverse collection of opinions, especially including minority views, is crucial for creating a smart group... we have an innate desire to imitate our peers... it may also be because of a rational, profit-seeking motivation... The more complex the situation…

Storytelling and EU projects: guidelines for the 2017 “EU in my Region” blogging competition
mathewlowry.myhub.ai
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Storytelling and EU projects - some guidelines I wrote for the 2017 “EU in my Region” blogging competition, which I’m managing for the EC’s DG REGIO.

What does fake news tell us about life in the digital age? Not what you might expect » Nieman Journalism Lab
www.niemanlab.org

in hot pursuit of the perpetrator, we discover a trail of evidence leading to our own doors... the issue of fake news ... an opportunity for public reflection, political economic imagination, and more thoughtful... interventions around the organization of the platforms and infrastructures which pattern our lives in the digital age... a shift from…

19/04/2017
Labeling fact-check articles in Google News
blog.google
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Google News determines whether an article might contain fact checks in part by looking for the schema.org ClaimReview markup. We also look for sites that follow the commonly accepted criteria for fact checks.... use that markup in fact-check articles.

You Draw It: Just How Bad Is the Drug Overdose Epidemic?
www.nytimes.com
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Brilliant piece of data journalism

Is There a Narrative Vacuum Surrounding Climate Change?
nautil.us
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Each side of the climate debate accuses the other of exaggeration and suffers from its own... sometimes feel like a shouting match in a roomful of children wearing earplugs... We have allowed our political, national, economic, and cultural narratives free play ... where... are the narratives from science itself? Where is the science teacher?... p…

5 Quick Storytelling Tips from Top Storytellers Like the National Geographic
medium.com
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Every great company story must be anchored in a human story and told through a personal human lens.

15/04/2017
A Field Guide to Fake News
fakenews.publicdatalab.org
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A Field Guide to Fake News explores the use of digital methods to trace the production, circulation and reception of fake news online.

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