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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

Make Your Brain Work Better
medium.com
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"The way we evolved ... is really not the way we have to operate today ... this attempt at hyperproductivity is making us much less productive.'" A podcast worth every minute. I have a few of these techniques down pat, most days, as long as I can work from home, but the whole mindfulness thing is still over my horizon. - 4 Ways to Make Your …

18/02/2014
Consume less news and more ideas of lasting import
www.aeaweb.org
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worth repeating for everyone who thinks that the path to democracy in the EU is measured in column inches...

From Nieman Reports: Detecting threads of Chinese government propaganda over time » Nieman Journalism Lab
www.niemanlab.org

"“Fished out of the shadows, old news coverage in China’s media can provide clues to the family connections of government officials as reporters investigate their financial dealings.”"

More from Andreessen on the media industry
gigaom.com
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Oh dear. "Andreessen mentions the “Chinese wall” that many media entities maintain between the business side and the editorial side. This approach is flawed, he says: “No other non-monopoly industry lets product creators off the hook on how the business works.” Many businesses, Andreessen argues, manage to balance incentives and conflicts and ca…

14/02/2014
FactCheck EU or Grilling Kippers?
mathewlowry.myhub.ai

Original linkTonight I'll be toddling along to Grilling Kippers, a UKIP-focused anti-Eurosceptic campaign from deep within the Brussels Bubble.

Is aggrefilter a good word?
www.mondaynote.com
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Les Echos looks to be doing what I have long dreamed to do for the bloggingportal reboot - deploy semantic analysis to aid content discovery and to underpin a new wave of media and comment. But do we have to call it an 'aggrefilter'? "Les Echos launches its business news aggrefilter ... to gain critical working knowledge of the semantic web." …

"The best explainers are direct, concise and easy to understand. But investigative journalism is rarely any of those things,...
www.youtube.com

“The best explainers are direct, concise and easy to understand. But investigative journalism is rarely any of those things, instead reflecting the messiness of real life… explanation is just the beginning, a gateway into the deep-dive…”

12/02/2014
Putting the context in news
nymag.com
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Damn, some of these ideas I implemented 12 years ago for the EC's thematic architecture. Nice to see them in a different context: First, the problem with current news journalism: "The column inches devoted to the new are column inches not given to the important... this stress on novelty is a holdover from when the cost of making and moving paper …

8 business models for journalism
storify.com

A Storify on 8 possible business models for journalism from Marc Andreessen (Cofounder of Netscape, now VC at a16z). Highlights: (6): "We already see the rise of new kinds of aggregators in the wake of the great unbundling of newspapers & magazines. Signal-to-Noise: "quality can easily coexist with crap. All can thrive in respective markets.... …

12/02/2014
Wolff: Putting journalism cart before advertising horse
www.usatoday.com
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Sobering reality check on new journalism ventures which: "...from a business perspective, hardly be worth commenting on, except for the fact that the people doing the commenting — other journalists — believe that perhaps, in a declining profession, this could be a new life. It's journalism-centricity to a particular myopic degree.. an extreme exa…

12/02/2014
Case study: Visual communication
www.nytimes.com
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Beautiful visual online communication example from NYTimes.com - Extra Virgin Suicide

12/02/2014
Confirmation Bias
boingboing.net
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US authorities seem particularly vulnerable to confirmation bias. Anyone remember http://en.wikipedia.org/wiki/Team_B ? "FBI was already convinced they had their man, so they rationalized away the non-matching elements ... Mayfield being jailed without charge; his home and office burgled by the FBI; his client-attorney privilege violated; his lif…

How to Use SlideShare for Driving Traffic
www.webconfs.com
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"On SlideShare you can upload your presentation and if it gets popular, it can be viewed by millions of people. If you know how to make the presentation, you can not only get traffic to your site, but you can also improve your rankings with Google, expand your followship on sites such as Twitter, Facebook, LinkedIn, Pinterest, etc., attract more s…

Viral math
blogs.reuters.com

Good intro to the maths of virality, and why Upworthy's best friend will kill them eventually: " As a result, there’s a direct feedback loop between C and FBT [Facebook Throttle - the % of friends who will see a user's FB share]: the higher your clickbaitiness (C), the less that Facebook will throttle you, and the more likely that your articles w…

Facebook's Paper Doesn't Scare Other News Apps
mashable.com
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"All of these things are using human powered context to organize and curate content in a better way. This is the rise of editors. It used to be bloggers and now it's organizing all of the activity with proper editors and direction... "

Newspaper: Article scraping & curation
newspaper.readthedocs.org

One for for the Bloggingportal reboot toolbox: "Newspaper is an amazing python library for extracting & curating articles ... delivers Instapaper style article extraction.” - Newspaper: Article scraping & curation — newspaper 0.0.2 documentation

Facebook Paper: Curated Visual News Reader
techcrunch.com
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Seems Zuck's taken Filter Bubble criticisms to heart, combining human & machine curation (now where have I heard that before?) to create what Techcrunch calls “content serendipity” (wish I'd coined that one): "Each Section combines stories chosen by Facebook’s human editors and surfaced by the Paper algorithm [from] a publication, blogger, publi…

Facebook Paper: the video. Click the #fbpaper tag for some thoughts.
mathewlowry.myhub.ai

FalseFacebook Paper: the video. Click the #fbpaper tag for some thoughts.

Facebook Flipboards you out of the filter bubble
mobile.theverge.com
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"You also can't add any site you want, as with a traditional RSS reader. Instead, Facebook has hired a team of content curators to pick stories for you in one of a dozen or so categories ranging from basic news to cute animals." - With Paper, Facebook just blew its own iPhone app out of the water | The Verge

Web Journalism: Bubble or Lasting Business?
www.nytimes.com
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Nice NYTimes tour of the current news startup wave: Key point: "quality, customized advertising on sites with good editorial content was actually a solid business with growing margins... Business Insider has had nine consecutive quarters where the revenue per page was rising.... “There are fundamental secular trends — ad growth, mobile growth, pa…

30/01/2014
9 Ways Social Media Marketing Will Change in 2014
mashable.com
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Points 4 & 8 my favourites: "4. LinkedIn will become the most important publisher. LinkedIn will become a premium destination for industry news, and you need to take part in that ecosystem early and often. Publish original content, network among peers in groups and raise your profile now." 8. Interactive content will trump static content. Expect…

FiveThirtyEight taking shape
www.fivethirtyeight.com
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Looking forward to geeking out: Info architecture: Guessing some serious cardsorting went into this off the cuff remark: "the new FiveThirtyEight will provide coverage of five major subjects: politics, economics, sports, science, and lifestyle. By design, almost any topic in the news can potentially fit into one or more of these categories. " A…

News curation news: 2 Inside(.com) stories
mathewlowry.myhub.ai
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Interesting points emerging from the first two articles I’ve seen about Jason Calacanis’ his new venture, Inside.com.

What The Longform Backlash Is All About
medium.com
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Medium on how magazine editing is morphing as technology transforms online longform: "Online, each story is at best its own magazine, sent out to find its own temporary audience. One article may absorb people who subscribe, or would once have subscribed, to Foreign Affairs; another might absorb devotees of Wired or Men’s Health or Glamour. The au…

Web Journalism Asserts Itself
mobile.nytimes.com
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NYTimes.com on how legacy organisations failed to go digital, leaving field open to tech-first startups: "Vox is a digitally native business, a technology company that produces media, as opposed to a media company that uses technology. Everything at Vox, from the way it covers subjects, the journalists it hires and the content management systems …

27/01/2014
BloggingPortal + PressEurop = ?
mathewlowry.myhub.ai

Last Thursday I finally caught up with Eric Maurice of PressEurop, which recently had its plug pulled by the EC following their decision to cancel its renewal tender some weeks after publishing it.

10 key skills for digital journalists
www.journalism.co.uk
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"As we enter a new year we have crowdsourced a checklist of 10 vital skills for journalists to produce digital content in the most effective ways ... We hope that the mix of skills, techniques and qualities listed below would help journalists to stay ahead of the game in terms of digital innovation, be able to harness the latest tools and techniq…

Ask The Right Content Strategy Questions
www.rebeccalieb.com
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Excellent advice here: "The right mix of content will always be “it depends.” If you’re selling jeans or computers to shoppers at the mall, it probably doesn’t matter that much what Red Bull or Intel or SAP are doing, content-wise. Their activities may provide ideas and inspiration — but at the end of the day, you’re in a different vertical, selli…

The end of tabloids & the new quest for media respectability
gigaom.com
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Apparently, and hopefully, we're seeing: "the end of a print media era defined by high-brow broadsheets and low-brow tabloids. Today, the idea of what constitutes “respectable” media is in flux as the online heirs to the tabloid tradition produce more quality stories and traditional outlets like the New York Times even look to them for inspiratio…

21/01/2014
An intern created NYT's most popular content in 2013... on Dec. 21
knightlab.northwestern.edu
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Not their star reporters. Not their politics coverage. An intern. Who never considered journalism as a career. But knew data visualisation. "On December 21 the quiz was posted and by the end of the year had become the site’s most popular piece of content for 2013." - Behind the dialect map interactive: How an intern created The New York Times’ m…

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