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?
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Relevant resources
futureof.news
the big media institutions knew that they really couldn’t leave their business models, they were locked in... there really is an open question to whether digital journalism will replace the profit margins of traditional journalism... one huge issue in journalism today is how a couple places, particularly Facebook, are becoming a major source of…
gigaom.com
"trying to game the algorithm doesn’t work, and that the only real secret to getting lots of interaction from Facebook for your content is to create and post great content (this was always Google’s argument as well). But what is great content? ... is it clickbait that drives people to share, or is it in-depth analysis of important topics?... by g…
blog.chartbeat.com
Not all shortform content is clickbait - Chartbeat thinks Circa shouldn't worry. "The depressing truth of the Internet is that short-form content hangs out on the same end of the distribution curve of the Internet as long form when it comes to attention. ... the majority of pageviews get fewer than 15 seconds of engagement. Facebook is looking …
gigaom.com
"Facebook seems to be trying to get more transparent about how the algorithms ... function, with a statement on Monday about cracking down on “clickbait.” ... But despite the attempts at openness, the bottom line remains the same: Facebook is a black box. No one really has any clue why the site chooses to show or hide certain content... what com…