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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

Fake news. It's complicated. - First Draft News
firstdraftnews.com
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the term fake doesn’t begin to describe the complexity of the different types of misinformation (the inadvertent sharing of false information) and disinformation (the deliberate creation and sharing of information known to be false)... once you start breaking these categories down and mapping them against one another you begin to see distinct patt…

Assimilation and the immigration debate: shifting people’s attitudes
blogs.lse.ac.uk
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according to ... data, many UKIP voters will change their views on immigration if politicians can reassure them by highlighting the impressive rate of assimilation already taking place in British society... all ethnic groups – including the majority – want their community to have a future... It’s rare for stories such as these to shift people’s a…

Seeking truth among 'alternative facts'
theconversation.com
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There are always “alternative facts.” What matters is how we decide which of those alternative facts are most likely to be true... Conway’s statement based ... on a much older tradition of deciding what is true: the argument from authority.... the culmination of a long retreat from the scientific perspective on truth... pitted against creationist…

Why Facts Don’t Change Our Minds
www.newyorker.com
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If reason is designed to generate sound judgments, then it’s hard to conceive of a more serious design flaw than confirmation bias... a trait that should have been selected against. ... it must have some adaptive function... related to our “hypersociability.” ... Living in small bands of hunter-gatherers, our ancestors were primarily concerned wit…

I’m a Scientist. This is What I’ll Fight For.
the-macroscope.org

scientists and their supporters need to paint a positive vision of the future, where science re-affirms its moral authority, articulates how it will help us, and advances a noble cause

Is ‘fake news’ a fake problem? - Columbia Journalism Review
www.cjr.org
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We know little about the amount of fake news an average citizen consumes, or how it fits into their overall news diet... What we found calls into question the severity of the fake news crisis.... We gathered data for both the real and fake news sites from comScore... First, the fake news audience is tiny compared to the real news audience–about 1…

How to cover pols who lie, and why facts don’t always change minds: Updates from the fake-news world
www.niemanlab.org

Several contributors suggested that different media organizations could come together both on a reporting level and on a broader level. There’s the idea for a “‘pooled’ White House new dashboard,” “a new kind of aggregation site for specific topics.”

AI and the end of truth
venturebeat.com
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our current misinformation problem is only the tip of a massive iceberg — and this looming disaster starts with AI...when we see a picture that seems very unlikely, we naturally assume that it is photoshopped... with AI, we are heading toward a world where this will be the case with every form of media: text, voice, video, etc.

What News-Writing Bots Mean for the Future of Journalism
www.wired.com
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an AI system that could generate explanatory, insightful articles... foster “a seamless interaction” between human and machine... Heliograf software identifies the relevant data, matches it with ... the template, merges them, and then publishes different versions across different platforms... alert reporters via Slack of any anomalies it finds in…

19/02/2017
Dear Journalists: Stop Leaving Your Communities High and Dry
medium.com
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Community engagement is about shifting that perspective. It’s about continuously listening, interacting and serving a community. How did the work contribute to the community reaching its goals? Far too often, journalists are obsessed with telling the story. And the story is good. But the story. isn’t. enough. design thinking ... can help us achi…

18/02/2017
Total recall: the people who never forget
www.theguardian.com
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Price was the first person ever to be diagnosed with what is now known as highly superior autobiographical memory, or HSAM, a condition she shares with around 60 other known people. She can remember most of the days of her life as clearly as the rest of us remember the recent past

Why Spiegel thinks Community is the killer app for EU Communications (Top3ics, Feb 13)
mathewlowry.myhub.ai

Three articles unpacking the relationship between community, communications, content and EU communications.

Fake news’ power to influence shrinks with a contextual warning
techcrunch.com
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pro-active warnings designed to contextualize and pre-expose web users to related but fake information in order to debunk factual distortion in advance... the more detailed warning was about twice as effective as the general warning at shifting opinion towards acceptance of climate science consensus despite exposure to fake news. Warnings were pre…

09/02/2017
Here's What Facebook's Live Video Filter Bubble Looks Like - BuzzFeed News
www.buzzfeed.com
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But millions of people chose to skip the media ... and watch the speech live, via Facebook... greeted with a litany of comments and emoticon reactions, all colored by the point of view of the outlet broadcasting it...a live or real-time filter bubble, where a viewer’s perceptions of a live event are colored by the commentary that surrounds it.

How Focusing on Content Leads the Media Astray
hbr.org
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author of The Content Trap and professor at Harvard Business School, talks about the strategic challenges facing digital businesses, and explains how he and his colleagues wrestled with them when designing HBX, the school’s online learning platform... success for the best companies does not come from making the best content, it comes from recogniz…

How Can We Change The Medium?
medium.com
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the most recommended stories on Medium have either to do with startups, life or productivity. Sometimes, all three topics are squeezed in a single story — How to be super productive in your startup and change your life… If we can undo the follower bias, I think everybody becomes a writer and nobody really becomes a celebrity.

Scientists Need to Stop “Othering” the General Public
extranewsfeed.com
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Scientists often speak of the “general public” as a group that is far removed from the academic circles that they belong to.... Scientists have “othered” the general public... there is no such thing ... except for in very specific contexts (i.e. vaccine developers are not the general public vs those who do not develop vaccines when one is speaking…

Psychology: One topic, three angles (Top3ics, Feb 2)
mathewlowry.myhub.ai
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Yet another variation on the Top3ics format: exploring three facets of one topic, highlighting one outstanding resource (plus a few extra links) for each.  Today’s theme... psychology

Cognitive bias cheat sheet
betterhumans.coach.me
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Wikipedia’s list of cognitive biases ... is a bit of a tangled mess... groups 175 biases into vague categories (decision-making biases, social biases, memory errors, etc) that don’t really feel mutually exclusive to me, and then lists them alphabetically... a simpler, clearer organizing structure to hang these biases off of... biases help us addr…

With the 2020 report, The New York Times charts a course for its future – Poynter
www.poynter.org
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still ... publishing "dutiful, incremental pieces," ... designed to fill a daily print edition... dominated by long strings of text... a series of goals for areas including visual journalism, reader engagement, newsroom training and diversity... new content management system... build stories with visual elements and examine what the final produ…

Why Leadership = Storytelling
medium.com
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Leadership is the art of inspiring others to make a story come true. Therefore, if you’re leading people, you’re telling them a story ... great storytellers ... are going to recruit better... darlings in the press... raise money more easily ... close amazing business developer partnerships... have a strong and cohesive corporate culture ... core…

Thanks to Trump, Scientists Are Going to Run for Office
www.theatlantic.com
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Many scientists are asking themselves: What can I do?... the answer from ... 314 Action is: Get elected... most scientists view their work as pure and noble, and politics as a dirty game... since Trump’s victory, “many more scientists are realizing why their voices are needed... Scientists bring a unique perspective in how they ... think about …

Can Marketplace reach an audience beyond those who already care about explainer journalism?
www.niemanlab.org

Marketplace wants to reach a more diverse audience... to raise the economic intelligence of the country... podcast... to approach explainer journalism ... through a group conversation... Our attempt to get the answer is going to be transparent... audience, can you help me with this?

The Vast Funding Machinery of the European Union - SPIEGEL ONLINE
www.spiegel.de
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EU money flows from Brussels into thousands of projects and ideas. Why does nobody notice?... some of the worst storytellers happen to be located in Brussels ... majorities in society and the media believe that the European Union belongs in the dustbin of history... eternal Brussels congresses where elitist Eurocrats engage in nothing but myopic …

Fake News Is About to Get Even Scarier than You Ever Dreamed
www.vanityfair.com
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incipient technologies appear likely to soon obliterate the line between real and fake... you or I will be able to create fake digital clips as easily as regular people created fake-news stories

28/01/2017
Boosting CuratorBots with faceted search
medium.com
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Building a good CuratorBot required no coding skills. But a great CuratorBot needs faceted search. Can it be done without programming? - second instalment of Adventures of a non-Coder in the World of Chatbots…

Why each side of the partisan divide thinks the other is living in an alternate reality
theconversation.com
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To some liberals, Donald Trump’s inauguration portends doom... to many conservatives, it’s a crowning moment ... as if each side is living in ... a different reality.... information avoidance... all of us ... ward off any new information that makes us feel bad, obligates us to do something we don’t want to do or challenges our worldview... we’re …

Medium, and The Reason You Can’t Stand the News Anymore
medium.com
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today’s news outlets are all in a no-win situation where they are forced to contribute to the causes of their own demise to survive... well-meaning people try to “fix” the news. But instead, those methods erode trust in all news outlets... You can draw a straight line from the bad incentive structure forced upon news outlets to the unprecedented d…

Publishers use Instant Articles bundle for daily must-reads
digiday.com
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Publishers are using Facebook’s latest Instant Articles update, which lets publishers post multiple articles within one post, to publish regular editions of must-read content straight to the platform.... akin to receiving a daily email with the day’s top stories, but readers won’t have to leave Facebook to get it... option to subscribe to get aler…

Journalism, Media and Technology Trends and Predictions 2017 | Reuters Institute for the study of Journalism
reutersinstitute.politics.ox.ac.uk
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... fears about how changing technology is affecting the quality of information and the state of our democracy. ... heated debate about the role and size of tech platforms and the extent to which their activities should be regulated. Artificial Intelligence (AI) takes over from mobile as the hottest topic in technology...Expect widespread innovati…

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