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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

Proof of concept: AI-supported knowledge management
mathewlowry.myhub.ai
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A neural network to help web content authors efficiently and completely characterise their content using the site taxonomy. Accuracy improves with use.

Big Lies and Rotten Herrings: 17 Kremlin Disinformation Techniques You Need to Know Now – Byline Times
bylinetimes.com
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During the Cold War, the Soviets conducted over 10,000 disinformation operations, with up to 15000 KGB officers. Europe a target since 2015. Goal: weaken western democracy from within. This article sets out their most pertinent tactics:1) Narratives: post-Western world (the West no longer dominates); anti-(elite, EU, NATO) narratives; danger narra…

COVID-19 Disinformation: Two Short Reports on the Russian Dimension – ‘Reframing Russia for the Global Mediapshere: From Cold War to “Information War”?’
reframingrussia.com
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The EU’s main task force for fighting Russian disinformation is in danger of becoming a source for disinformation itself, and so of skewing policy decisions... public discourse throughout Europe... EUvsDisinfo’s misrepresentation of Russian COVID-19 media coverage ... analysed is troubling. Two ... methods are particularly problematic....From omis…

Policy Brief: Future of Democracy (pdf)
www.bertelsmann-stiftung.de
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to make participatory democracy a reality, it is essential to avoid only paying lip-service to the idea of participation — and give citizens a real say...European federalists are hoping to gain momentum for treaty change. Many member states are afraid of that very outcome...Citizens’ participation is being tested out far more commonly across Europ…

Killer Slime, Dead Birds, an Expunged Map: The Dirty Secrets of European Farm Subsidies - The New York Times
www.nytimes.com
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The map juxtaposed pollution in northern Italy with the European Union subsidies paid to farmers in the region. The overlap was undeniable... The map was expunged from the group’s final reports... an approximation confirms ... the most heavily subsidized areas had the worst pollution...the bloc’s $65-billion-a-year agricultural subsidy program ...…

From #EP2009 to #EP2019: a lost decade?
medium.com
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It’s taken me over ten years to move from enthusiasm, through frustration into a Zen-like state where I no longer blog about EU comms. But when the Eurobloggers called, I had to answer ;)- my link in the #EU09vs19 blog chain …

Europe Against the Net
medium.com
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three documents from Europe about regulating the net:.... I see danger for the net and its freedoms posed by corporate protectionism and a rising moral panic about technology... Articles 11 & 13: Protectionism gone mad... Article 11 link tax... likely cover many of the snippets shown ... to give you an idea of what they lead to….No exceptions are …

Does it make sense to refer to EU officials as “unelected bureaucrats”? - The Economist explains
www.economist.com
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Every government has bureaucrats, who are by nature unelected. The EU, with about 33,000 civil servants, is dwarfed by the British ... 400,000. ... many senior ones are appointed rather than elected; yet this, too, is true of all governments.... the 28 commissioners ... are nominated by member countries and approved by the European Parliament, whi…

23/10/2018
Fighting fake news is a losing battle, but there are other ways to win the war.
mondaynote.com
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the next iteration of technology applied to politics will be a huge leap forward with a greater ability to target people... address each of the 156 million of registered voters on the US with personalized messages.... a falsehood delivered in a personalized way is likely to be more efficient but less visible than a blatant lie put on Twitter; it w…

We need a credibility indicator marketplace to fight disinformation
medium.com
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To counter disinformation and revalue quality journalism we need a competitive ecosystem of credibility indexes to stimulate innovation and avoid a Ministry of Truth, de facto or otherwise.- more on Medium

Countering Fake News
www.forbes.com
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how do we put the genie back in its bottle? Here are three approaches... If the first model leaves it to the legislator and ultimately the courts to decide what constitutes fake news, the second outsources responsibility to social media.... Instead of killing the story, you surround that story with related articles so as to provide more context a…

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 …

Facebook, Twitter, and Google are still failing to curb hate speech, EU says - The Verge
www.theverge.com
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Tech companies may face new legislation after struggling to comply with voluntary code of conduct... Under a code of conduct announced in May, Facebook, Twitter, Google, and Microsoft agreed to review and respond to “the majority” of hate speech complaints within 24 hours

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

Towards a 21st century EU Communications Strategy
mathewlowry.myhub.ai
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With independent journalism increasingly looking like an endangered species, a EU communication strategy that helped European media build the European Public Sphere would be a smarter longterm move than propaganda and brochureware

Terrorism, Migrants, and Crippling Debt: Is This the End of Europe?
www.vanityfair.com
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from a locked-down Brussels to a grieving Paris to a refugee camp in Greece, Henry Porter reports on the European Union’s existential crisis.

08/01/2016
The challenges of reporting Europe | Reuters Institute for the study of Journalism
reutersinstitute.politics.ox.ac.uk
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it is close to impossible to report well on the European Union. The bureaucratic monster only makes great news when it fails, and even then either you, your editor, or your audience will misunderstand the reasons why.

11/12/2015
Russia: half-hearted EU propaganda no match for robust policies
euobserver.com
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"a year after Russia swallowed Crimea, the EU is moving into the propaganda business in a bid to win an information war it is currently losing... the EU’s spin-team is to be largely made up of the same civil servants who have so miserably failed to convince the bloc’s own citizens of the benefits of Europe. Having worked with EU officials for alm…

30/03/2015
Is primetime TV advertising the right way to connect citizens to the EU?
mathewlowry.myhub.ai
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Is primetime TV advertising the right way to connect citizens to the EU?

Will Politico fill a media void in Europe?
www.cjr.org
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"Politico is launching a European edition ... with ... Axel Springer... to cover “not just Brussels but European politics and policy more broadly,”" CJR sees a few problems ahead: "- the 28 member countries have distinct identities and interests, so a one-size-fits-all outlet does not necessarily fit anyone... - the European Union has no shared…

Personalise your storytelling by mining your archives
storyline.theaustralian.com.au
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Personalise your storytelling by mining your archives: The Australian launches Storyline: getting something out of its first 50 years and making it relevant to readers.

"political class detached, remote, incompetent, venal, illegitimate". Neat #EP2014 explainer video from @guardian. Quote from...
embedded-video.guardianapps.co.uk

“political class detached, remote, incompetent, venal, illegitimate”. Neat #EP2014 explainer video from @guardian. Quote from European elections: union left sullen by fury and frustration with political class

Saving the eurozone; not the people
www.vox.com
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Great example of modern US longform content from Vox, where they use a specific style to link to one of their 'content cards'. Plus a killer quote on the 'blame Brussels' syndrome: "... banks that owned eurozone government debt were saved, and so were institutions around the world ... Meanwhile, politicians got to take credit for keeping their c…

A German journalist and camera crew have fun with the EP gravy train in "Scandale au Parlement Européen : Argent facile,...
mathewlowry.myhub.ai

FalseA German journalist and camera crew have fun with the EP gravy train in “Scandale au Parlement Européen : Argent facile, champagne à gogo et autres privilèges. This sort of film iseasy to make and so becoming commonplace. And people in the Brussels Bubble wonder why they are not so widely loved elsewhere?

23/02/2014
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...

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.

This is simply brilliant.
www.youtube.com

This is simply brilliant.

04/07/2013
Vacancies: Specialists required to build bridges
mathewlowry.myhub.ai

The lack of specialists in EU-oriented blogs is impeding the development of the European online public space.

Lisbon and the Euroblogosphere: my first use of the "c"-word
mathewlowry.myhub.ai

That's right - curation. Now officially Web2.0-buzzword-of-the-month (not quite sure which one).

How many eurobloggers can dance on the head of a pin?
mathewlowry.myhub.ai

So the debate about the Euroblogosphere, or the Eurosphere, or the European Public Sphere, or web2eu, or the European online public space, of whatever-we-call-it-next-week, has sparked again into life, like a Frankensteinian monster with dodgy spark plugs screwed into the base of its neck.

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