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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More services: start with Communication strategy.
Relevant resources
blog.hubspot.com
Beat this: "Each day, HBR.org publish five to seven pieces of top-notch content with a staff of fewer than 10 full-time digital editors and no full-time writers ... four million unique visitors every month." What really stood out for me was how they get the "expert take", using the Content Partnership model I used when trying to decentralise com…
www.baekdal.com
@baekdal explores "a complete and total blind spot in the newspaper industry ... based on a business model that used to work in the old days of media, but was as a result of scarcity." Newspapers, he argues, are "the supermarket of news ... [but] upermarkets only work when visiting the individual brands is too hard to do... But on the internet, e…
www.vox.com
We wanted to see where Americans think Ukraine is and to learn if this knowledge (or lack thereof) is related to their foreign policy views
nymag.com
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 …
www.niemanlab.org
"we essentially write new content that we then throw away at the end of the day. Content shouldn’t die by design... topical contexualization... means guiding readers through large, convoluted news topics. ProPublica’s topic pages get us closer to contextualizing huge topics. For every major series that they cover over time, there’s a landing page…
www.niemanlab.org
The rapid evolution in newsmedia provides a lot of ideas for better content strategies in a less organisational, more networked society. One such concept is ideas-based, or fluid, beats for journalism: "... a way for reporters to be human-centric rather than newsroom- or bureaucracy-centric", according to the latest piece in Niemanlab's Journalis…