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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

Design thinking was supposed to fix the world. Where did it go wrong? | MIT Technology Review
www.technologyreview.com
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Good history of design thinking."IDEO’s way of working: a six-step methodology for innovation called design thinking... Key ... was its replicable aesthetic, represented by the Post-it note:... Not too precious, not too permanent... promises a fast-moving, cooperative, egalitarian process", but is also "disruptive, startup-flavored …

The narrative power of “abolish the police” - Vox
www.vox.com
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don’t think about “abolish the police” as merely a policy proposal... Think about it as a narrative ... to change how people think... an objective to rally behind... a lesson in how... the broader left ... needs to work on its storytelling skills as much as its policy proposals...“storytelling” [is] ... a three-act structure ... a character with a…

Covering Climate Change and Countering Skepticism in Australia - Nieman Reports
niemanreports.org
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when climate skeptics in government and media control the message and the channels, it becomes fact for people like councilor Allen that Australia’s fires... have “nothing” to do with climate change... Climate skepticism runs deep in Australia, origin of ... Murdoch’s media empire... long history of climate science denial and diversion... in the w…

Slower, quieter, more measured and thoughtful » Nieman Journalism Lab
www.niemanlab.org

the high pitch of outrage, constant outrage, is exhausting and overwhelming... every story should ... tell you something new that you need to know about the world. Or ... move you and help shift the way you understand the world...How much of our best storytelling... helps us understand people, power, and the world...What could we learn from the wr…

Opinion | Books May Be Dead in 2039, but Stories Live On
www.nytimes.com
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An op-ed from the future... In the age of cheap and accessible virtual reality, most consumers prefer to experience their narratives rather than read them... Virtual reality has given us a post-literacy landscape more grimly banal than Bradbury could ever have imagined... Books may be dead, but the stories ... the narratives that delight and disma…

Lessons for Social Change Communications Strategy From the US Marriage Equality and Antismoking Campaigns
ssir.org
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Organizations must connect their causes to the personal aspirations of their audiences to transform public attitudes... having a majority is not enough... You need a majority that can’t be eroded or peeled away... in 1996... 27 percent of the US public supported legal recognition of same-sex marriages... 60 percent in 2015 ... the new normal... ac…

The Drama of Rules: What Storytelling Can Teach Us About Human Nature
medium.com
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Stories are a cultural universal — there isn’t a single country... that isn’t steeped in stories and storytelling. If something is universal, there’s a good chance it’s the product of evolution, not culture... stories, despite all their variety, contain some common essence ... Think of the structure as a bony skeleton that we rarely notice…stories…

12/01/2019
Want to Improve Your Customer Experience? Teach Your Team to Tell Better Stories
www.inc.com
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Bezos and his team ... removed PowerPoint ... Instead, they distribute six-page narrative-based memos, that all attendees read in silence at the start of each meeting... "Reports should be distributed, presentations should be presented." ... if a report primarily conveys information, then stories produce an experience... facts and stories can be …

The power of fiction to change people’s minds – YANSS 113
youarenotsosmart.com
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One of the most effective ways to change people’s minds is to put your argument into ... a story — but not just any story. The most persuasive narratives are those that transport us. Once departed from normal reality into the imagined world of a story, we become highly susceptible to belief and attitude change.... learn from psychologist Melanie C…

Should we consider fake news another form of (not particularly effective) political persuasion — or something more dangerous? » Nieman Journalism Lab
www.niemanlab.org

What if “persuadability” isn’t the right metric to look at? ... Information warfare expert Molly McKew, who specializes in U.S.–Russia relations... "There aren’t good tools to evaluate the impact of shadow campaigns... Information and psychological operations ... are not just about information, but about changing behavior... of more than 36,000 …

Gaza at work
www.gazaatwork.com
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a multimedia project ... shows there is more to Gaza than tragedy and conflict... tells the stories of Wissam the doctor, Salwar the kindergarten bus driver, Mustafa the potter, Eid the strawberry farmer and Samera the driving instructor, through the lens of their working days... a rare and unique window into the soul of a Gaza that is vibrant, dy…

13/12/2017
The Digital Change Agent’s Manifesto | HuffPost
www.huffingtonpost.com
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it is important for change agents to identify and solve real problems by developing the important skills for collaboration, storytelling and influence... Although digital transformation is one of the biggest trends in business today ... many still do so as a grassroots effort driven by resourceful individuals — digital change agents ... Digital c…

With its first Facebook Messenger bot, ProPublica is collecting reader stories about hate speech » Nieman Journalism Lab
www.niemanlab.org

ProPublica published an in-depth investigation into the algorithms that Facebook uses to determine what it considers “hate speech” ...Facebook’s rules were being inconsistently applied... to learn more ... its first Facebook Messenger bot... to collect stories about people’s experiences with hate speech on Facebook... to help quantify the organiz…

The best shot at overcoming vaccination standoffs? Having doctors listen
theconversation.com
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Clinicians should aim to understand parents’ values and engage in genuine, respectful conversations; these processes can help vaccine-hesitant parents feel heard and understood... Recognizing cognitive biases ... can also help ... omission bias may lead parents to blame themselves more if a child develops a vaccine-related side effect ... than ...…

A Positive Story Must Be At The Heart Of A New Pro-EU Party
www.huffingtonpost.co.uk

‘Vote Leave Take Control’ and ‘Make America Great Again’... future-focused, inspirational and told a sufficiently broad story for enough people to see a reflected image of themselves and their country that they could feel good about... get out of rebuttal mode, ditch the anaemic, snore-inducing, negative messages ... and go all in with a muscular…

Storylining: the best-kept secret of successful strategic communication
www.steveseager.com
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Welcome to GAME — a four step process to improve the quality of your communications — and storylining, the step that comes before storytelling... moving straight to storytelling without first crafting strong, logical, persuasive key messages ... results in a ‘failure to communicate’ … when we don’t take the time to think from our audiences’ perspe…

Q&A: How Reebok masters reactive storytelling
www.newswhip.com
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reactive storytelling... quickly, nimbly, be part of the cultural conversation in a meaningful way... When you don’t have budget to put behind your campaigns, real-time or reactive storytelling is a really powerful tool to intercept consumers where they are and get them to believe in you...

An interview with Vice's social media team
www.newswhip.com
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someone that saw a Facebook native video had a higher likelihood of clicking on a link post in the near future ... we look at top performing articles and then see if we can turn them into short form videos for Facebook... we strive to be original storytellers... We understand what the mission is. It’s not just to get views... it’s always to be tel…

The Storytellers of Democracy - The Atlantic
www.theatlantic.com
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Interactive and participatory media allows viewers to get involved, to become expressive, and give voice. It is inviting and contagious for those who share views—seeing enough notes and posters in public makes it more welcoming to add your own... civic action... moves from digital support to public support only when it is clear that such actions h…

Storytelling and EU projects: guidelines for the 2017 “EU in my Region” blogging competition
mathewlowry.myhub.ai
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Storytelling and EU projects - some guidelines I wrote for the 2017 “EU in my Region” blogging competition, which I’m managing for the EC’s DG REGIO.

5 Quick Storytelling Tips from Top Storytellers Like the National Geographic
medium.com
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Every great company story must be anchored in a human story and told through a personal human lens.

15/04/2017
The key to writing a Pulitzer Prize-winning story? Get emotional
theconversation.com
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What distinguishes Pulitzer Prize-winning stories is not only painstaking journalistic work ... but also the use of emotional storytelling... because objectivity tends to be seen as emotionless, emotional storytelling tends to be viewed as anathema to good journalism. The winning stories... show that it’s possible to retain objectivity and also st…

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…

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…

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 …

How to engage readers with digital longform journalism
www.americanpressinstitute.org
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Major enterprise stories — stories that take deep dives and attempt to inform readers in substantive ways or to elicit impact... require considerable resources... the potential audience is limited... how can journalists get readers to complete these long pieces?use multiple elements and platforms to tell the story... the parts that pull your reade…

Coda Story, focused on deep dives around single themes, is now tackling a “post-truth” Eurasia
www.niemanlab.org

We have ideas for sponsored Codas, that are of interest to specific groups.

If you dream big, you can redefine the way we tell stories in the digital age – The Washington Post – Medium
medium.com
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Raising Barriers... took readers to eight countries across three continents and examined the divisions between countries and peoples through interwoven words, video and sound... we used every multimedia tool in our arsenal. Here’s what we learned from the experience

Introducing Journalism 360 : An Immersive News Initiative
medium.com
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we’ve seen a steady increase in the number of journalists experimenting with immersive storytelling to tell important stories in new ways... Journalism 360, an initiative to build a network of journalists willing to tackle those challenges and share what they’re learning. With this effort, we’re looking to support experiments, provide training wor…

What the Associated Press has learned from a year of VR
digiday.com
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Most events are not designed for VR... The rule of thumb is ‘would you look around you in a certain situation?’ if the answer is yes, then ...maybe there is an opportunity to create a VR experience short storytelling is better for breaking news... stick to longer time frames for feature stories

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