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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

Facebook to roll out tech for combating fake stories in its Trending topics | TechCrunch
techcrunch.com
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Following the controversial firing of the editorial team who managed the Trending Topics... technology that will help prevent fake news stories from showing up in the Trending section.

How NPR factchecked the first presidential debate in realtime, on top of a live transcript » Nieman Journalism Lab
www.niemanlab.org

NPR... team of more than 20 reporters offering real-time assessments on a live transcript of the debate.... used a transcription service that provides closed captioning via its API and fed the transcript into a single Google Doc where staffers cleaned up the transcription as it came in... more than 50 people had access

28/09/2016
Phantasmagoria – Medium
medium.com
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the reality-based community... people who “believe that solutions emerge from your judicious study of discernible reality... That’s not the way the world really works anymore... We’re an empire... we create our own reality. ... Trump is building on the foundation laid by Karl Rove and other great American fabulists, but he’s doing something funda…

How Morality Changes in a Foreign Language - Scientific American
www.scientificamerican.com
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when people are confronted with moral dilemmas, they do indeed respond differently when considering them in a foreign language than when using their native tongue.

Did Facebook Just Deliver a Crushing Blow to Native Advertising?
medium.com
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One small tag for Facebook, one giant disaster for your favorite publishers... For publishers sharing native ads ... have to tag the brand in the post... that brand’s marketing team gets access to the post’s insights... allow savvy marketers to calculate just how big a margin publishers are taking on these campaigns — and potentially walk away fe…

Lessons from the Facebook Live experiments at International Business Times UK | Media news
www.journalism.co.uk
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Since Facebook made its livestreaming feature widely available earlier this year, publishers have been experimenting with on-the-spot video in a variety of ways... we are starting a series of in-depth articles chronicling their experiments IBTimes UK has been working on three different live video formats: Q&As; with columnists and reporters, panel…

BBC Business aims to attract new audiences on social with 'news you can use'
www.journalism.co.uk
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BBC Business Unit has been experimenting with 'news you can use', a concept which mimics tutorials and informational videos popular with YouTube viewers, in a bid to engage a wider audience on social media... Using just his mobile phone, Shaw is able to shoot videos quickly and easily, wherever he can grab the interviewees.

19/09/2016
How 3 publishers are using Instagram stories for visually compelling storytelling » Nieman Journalism Lab
www.niemanlab.org

media outlets are using different strategies when it comes to Instagram Stories versus Snapchat... I talked with The New York Times, National Geographic, and Sports Illustrated ... to understand how they are trying to make use of Instagram Stories for a new kind of visual narrative.

All hail the Trump-o-Meter
medium.com
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All hail the Trump-o-Meter, a short post on Medium

Journalists Are Failing to Call Out Politicians' Lies
www.theatlantic.com
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repeating a lie, which is generally part of the debunking process, can reinforce it. ... confirmation bias leads people who want to believe something to believe it even more after they’ve been shown they’re wrong.

Blogging competition for the EU Commission’s Regional Policy department
euinmyregion.blogactiv.eu
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Had a great time setting up and running a blogging competition for the EU Commission’s Regional Policy department. It’s not over yet, though: the three winners announced today are coming to Brussels this October as fully accredited journalists to European Week of Regions and Cities. 

12/09/2016
Native Advertising: Another False Messiah? – Whither news? – Medium
medium.com
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MediaRadar said the average renewal rate for sponsor content this year is 21 percent.... Polar recently described renewal rates as “weak,”... We give the advertisers what our standards and ethics forever forbade — confusing our readers about the source of content — and then the advertisers wake up and say, ‘Well, that was fun. But we’re bored with…

New Ways to Control Your Experience on Twitter
blog.twitter.com
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quality filter setting ... can improve the quality of Tweets you see by using a variety of signals, such as account origin and behavior... filters lower-quality content, like duplicate Tweets or content that appears to be automated, from your notifications and other parts of your Twitter experience. It does not filter content from people you follo…

Deepstream: Newsroom tool turns the chaos of livestreams into curated order
medium.com
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Deepstream makes it easy to remix one or more livestreams by adding context and background... by introducing a new role into the livestreaming ecosystem: the curator... easily embed live video into a player that includes context cards... set up with just a few clicks to feature news stories, polls, maps, tweets, free text and more to help you expl…

How to lie terrifyingly well on social media
medium.com
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image... apparently shows the spread of radiation from the Fukushima nuclear accident... being shared widely ... despite the fact that it... shows the wave height of the tsunami... you might want to doublecheck before hitting Share... here’s how

How The Boston Globe is covering the Boston Marathon bombing trial – Poynter
www.poynter.org

covering trials can be tricky... trials don’t always unfold in orderly narratives. Instead, they develop in fits and starts, depending on which witnesses are called and which exhibits the prosecution and defense choose to enter.... attorneys don't actually build narrative... The challenge... to create a way to track those arguments as they're made…

Digital is just getting started – The Long Now Foundation – Medium
medium.com
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summary of Kevin Kelly’s Seminar “The Next 30 Digital Years”, ... part of The Long Now Foundation’s Seminars About Long-term Thinking. a dozen “inevitable” trends will drive the next 30 years of digital progress...

Getting Started in Online, Open-Source Investigations
gijn.org
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we frequently receive emails from a whole range of people asking how they can start doing the sort of online open-source investigation and verification that they’ve seen us doing. The skills and methodologies used are all something that can be learnt through a little persistence, but here are a few pieces of advice to get you started. 

Gimlet Media’s latest membership perk? A Slack channel for die-hards
www.poynter.org
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the company's newest tweak to its membership program is one that puts listeners in direct conversation with the company's staffers. The idea: Give Gimlet's members access to the company's Slack team

New York Times buying experiential agency
digiday.com
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The New York Times is acquiring a marketing agency... Fake Love, an agency that specializes in live experiences, virtual and augmented reality... to grow its revenue in part by offering more ad agency services,.. I’m getting daily requests for [augmented reality]... chatbots. And VR, the market is already hot.

Translating and Promoting Medium Stories
medium.com
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The feature enables Medium users to volunteer to translate Medium stories into the language of their choice. Approved translators see a “Translate” button on Medium stories and clicking that button clones the post and seeds the clone with a Google translate version of the story in the language that they select. They then go in and make the Google …

How publishers can learn more from their newsroom experiments | Comments from media industry experts
www.journalism.co.uk
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David and Petros were there to conduct the FT’s first experiment with livestreaming 360-degree video... we failed to produce a watchable live stream... we learnt eight specific lessons for next time:

11/08/2016
Storytelling and Branded Reality in the Internet of Experiences (and Trump’s Republican Party)
medium.com
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A couple of months ago I included augmented and virtual reality in Top3ics, my occasional newsletter, adding “Consider these as first notes towards a future post.” I then forgot about it. Thanks, Newt Gingrich!

The Increasing Problem With the Misinformed (by @baekdal) #analysis
www.baekdal.com
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The public is no longer uninformed. They are misinformed, and that requires an entirely different editorial focus ... just reporting the news doesn't actually solve the public's needs. Now your focus must be on explaining the news instead.... the newspaper is stuck in an existential crisis ... stop being a newspaper and start being something el…

European publishers are teaming together to translate the news
www.niemanlab.org

From large national newspapers to small independent websites, outlets are working together to cover news across the continent in many languages.

04/08/2016
How Vox Media’s new Storytelling Studio thinks of stories as products » Nieman Journalism Lab
www.niemanlab.org

Vox wants to move beyond the web page to tell compelling stories... That Clinton package was the first public product of the Vox Storytelling Studio... launching on the premise of hypercharging the concept of the story, using all resources available to transform the story into a experiential entity... publications and media companies must continue…

Sure, people like online video, but that doesn’t mean they want to watch your hard news videos
www.niemanlab.org

Even for brands associated with hard news…their top or second videos in terms of Facebook engagement numbers turned out to be animal videos... interest in video news does increase significantly when there is a big breaking news story. But the rest of the time? Online video news is less of a force than publishers might hope... 97.5 percent of time…

12/07/2016
Losing my religion
mathewlowry.myhub.ai
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Brexit, as experienced by a British-Australian comms guy in Brussels.

Ending my relationship with fringe conservative media
medium.com
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No longer will I read or give attention to hyper partisan news entities or the conservative echo chamber... I remember not long ago when tragic events used to bring us together as a nation. Now because of increasingly powerful and extreme echo chambers on the right and left these events tear us apart...In the clickbait era, media entities, aggrega…

Facebook is *really* boosting Live videos – Poynter
www.poynter.org
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Facebook Live videos will appear on many more News Feeds — regardless of whether users Like, Wow or Haha the content. Posts linking out of Facebook will need a lot more user interaction to get the extra eyeballs.

06/07/2016
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