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Overview: Content Creation & Marketing

At the end of the day, you’ll need content.

It’s not enough to have a content strategy – you also need content, and you need to get it out there if you want it read. News articles, interviews, blog posts, in-depth explainers, web pages, press releases... all have their own specific form and goals, and all need to be promoted differently.

But it’s not just a question of text: you’ll need an array of content to explain your message and get it out there. A news article for your website, for example, needs not only an illustration for the article itself, but additional images and even short audiovisual to get traction on social media. And it will need to be accompanied by a variety of texts, which can be tested, refined and boosted in real-time.

Need help? Get in touch.

More services: start with Communication strategy.

Relevant resources

Public Service Bots Should Support the Open Web
chatbotsmagazine.com
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3rd of my posts for Chatbots Magazine: Chatbots allow governments and other public bodies to provide citizens highly customised content and services. And invade their privacy. Citizens deserve better choices. 

How to plan your digital strategy with the PROSPER framework
econsultancy.com
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The PROSPER framework is a jargon-free planning model designed to help marketers create consistent work in a digital world.

13/02/2017
There may be an antidote to politically motivated reasoning. And it’s wonderfully simple. - Vox
www.vox.com
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While we would like to believe we can persuade people ... with evidence, studies show the other side is likely to become even more deeply entrenched in its view in the face of more information... “politically motivated reasoning,”... people use their minds to protect the groups to which they belong from grappling with uncomfortable truths. The mot…

How Can We Change The Medium?
medium.com
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the most recommended stories on Medium have either to do with startups, life or productivity. Sometimes, all three topics are squeezed in a single story — How to be super productive in your startup and change your life… If we can undo the follower bias, I think everybody becomes a writer and nobody really becomes a celebrity.

Technofascism and the three percent
techcrunch.com
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everyone is intransigent now ... Social media acts as a massive collective Sorting Hat, silently assigning most of us to filter bubbles wherein our beliefs and biases are rarely challenged. News (or “news”) sources rise up to cater... slowly, these isolated groups do what isolated groups do... become more extreme. Increasing extremity in one group…

Scientists Need to Stop “Othering” the General Public
extranewsfeed.com
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Scientists often speak of the “general public” as a group that is far removed from the academic circles that they belong to.... Scientists have “othered” the general public... there is no such thing ... except for in very specific contexts (i.e. vaccine developers are not the general public vs those who do not develop vaccines when one is speaking…

Hidden Figures and The Hope for More Real Science Stories
filmschoolrejects.com
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Hidden Figures serves as a sort of blueprint as to exactly how STEM stories can also be financially viable crowd pleasers

The Majority Illusion in Social Networks
arxiv.org
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structure of the underlying social network can dramatically skew an individual's local observations, making a behavior appear far more common locally than it is globally... "the majority illusion," ... As a result a behavior that is globally rare may be systematically overrepresented in the local neighborhoods ... facilitate the spread of social c…

Publishers use Instant Articles bundle for daily must-reads
digiday.com
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Publishers are using Facebook’s latest Instant Articles update, which lets publishers post multiple articles within one post, to publish regular editions of must-read content straight to the platform.... akin to receiving a daily email with the day’s top stories, but readers won’t have to leave Facebook to get it... option to subscribe to get aler…

This Is Why You Hate Me – Medium
medium.com
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when I saw the potential of the Internet, I thought it would be solved. The web would allow us to come together, not just across the world, but across the park, across racial lines, across our many divides... everything turned upside down. The open communication network we thought we were building turned into a hunting ground for trolls and spamme…

When Bloggers Ruled the World – Medium
medium.com
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Back in 2004, I was one of about thirty people to become the first bloggers ever to get a press pass to a major party’s convention... we were the story. We were followed around by mainstream media, and at any given moment, at least a few of us were giving interviews on radio or TV... it was a great honor to be in the room for Obama’s breakthrough …

12/01/2017
How We Built a Successful Influencer Marketing Strategy – Convince & Convert – Medium
medium.com
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Find influencers, and partner with them to create Youtility content that helps people make better decisions about their home, auto, boat, motorcycle, etc. But at the operational level, this kind of program creates a number of questions, starting with, “What influencers do we want to work with, and why?”

The Psychology of Writing and the Cognitive Science of the Perfect Daily Routine – Brain Pickings
www.brainpickings.org
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cognitive psychologist Ronald T. Kellogg explores how work schedules, behavioral rituals, and writing environments affect the amount of time invested in trying to write and the degree to which that time is spent in a state of boredom, anxiety, or creative flow... High-intensity noise that exceeds 95 decibels disrupts performance on complex tasks b…

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

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.

Redesigning Waxy, 2016 edition
waxy.org
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I think Jason Kottke nailed it back in 2013...the blog died. In 2014, people will finally notice... I think they’re still worth fighting for. Ultimately, it comes down to two things: ownership and control... There’s no guarantee ... platforms will be around ... ten years from now... Here, I control my words. Nobody can shut this site down...

Fake News: Be Careful What You Wish For – Whither news? – Medium
medium.com
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Do we really want to set up Facebook or Google as censors ... to decide what is real and fake, true and false?

Hoaxy: A Platform for Tracking Online Misinformation
cnets.indiana.edu

Hoaxy will allow researchers, journalists, and the general public to study the factors that affect the success and mitigation of massive digital misinformation.

Misinformation on social media: Can technology save us?
theconversation.com
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my research team’s analysis of data from Columbia University’s Emergent rumor tracker suggests that this misinformation is just as likely to go viral as reliable information... limiting news fakers’ ability to sell ads... a step in the right direction. But it will not curb abuses driven by political motives... Using BotOrNot, our colleagues found…

Russian Agents Are Not Behind Every Piece of Fake News You See
fortune.com
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the evidence of this orchestrated Russian intelligence effort to hack the outcome of the American election... seems flimsy at best... saying is that Russia took advantage of the social web’s desire to just share things without reading them. It may be true, but so does every other media outlet.

Machine learning can fix Twitter, Facebook, and maybe even America
techcrunch.com
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Perfectly open communities always go sour. You need filters. Every functional community has them. And that’s where machine learning comes in... If you can detect trolls, you can protect the people they’re trolling by muting or putting a warning over the trolls’ posts... Twitter... already have a way of screening out porn. Why don’t they do the sam…

FIVE new LinkedIn tips
www.linkedin.com
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Does what it says on the tin.Prospect Commonality: ‘View recent activity’ on a connection's profile page "will show you what is hot topic for this prospect, what pain points they are suffering from, what’s getting them excited and what opportunities they are discussing"Hiding your connections: " Your competitor’s profiles are fertile and rich grou…

Scandanavian Legacy Publishers are Thriving on Social Media
www.newswhip.com
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Legacy media is thriving in Scandinavian news feeds... public broadcasters in all four countries seem to be competing strongly on Facebook... what do Scandinavian legacy publishers have to their advantage...?... many Scandinavian publishers see platforms such as Google and Facebook as only one part of their audience development strategy... small…

Publishers are using their newsletters as labs for new offerings
digiday.com
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Today, the newsletter is a petri dish, where audience-development teams tinker .... Publishers that treated email as its own animal saw benefits including massive boosts in traffic and upticks in digital subscribers... subscribers are disproportionately loyal ... an ideal group to test ideas on

22/11/2016
What if you can’t quit social media, because you’re career does depend on it? (Topics, Nov 22)
mathewlowry.myhub.ai

Today I have just one Topic: Quit Social Media. Your Career May Depend on It. This advice, from Professor Cal Newport in the New York Times, may seem counter-intuitive. Which is exactly the point.

Quit Social Media. Your Career May Depend on It
www.nytimes.com
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the market rewards things that are rare and valuable. Social media use is decidedly not ... Any 16-year-old with a smartphone can invent a hashtag ... The idea that if you engage in enough of this low-value activity, it will somehow add up to something of high value in your career is dubious ... snake oil and flimflam... why not also expose your…

There are at least eight promising business models for email newsletters » Nieman Journalism Lab
www.niemanlab.org

what we were doing was akin to “curation”: picking the best gems of news and analysis, and constructing a narrative around them for time-pressed readers drowning in the information overload of the web. And we were forging a direct relationship with our readers. That led me to talk with colleagues in other media organizations... understand the tre…

17/11/2016
Technology's Mindfulness Racket
newrepublic.com
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disconnectionists don’t seem to have a robust political plan for addressing their concerns; it’s all about small-scale individual action. “Individuals unplugging is not actually an answer to the biggest technological problems... We must subject social media to the kind of scrutiny that has been applied to the design of gambling machines in Las Veg…

5 Big Tech Trends That Will Make This Election Look Tame
singularityhub.com

If you think this election is insane, wait until 2020... technologies like AI, machine learning, sensors and networks will accelerate. Political campaigns get ... so personalized that they are scary in their accuracy and timeliness. The single most important factor influencing your voting decision is your social network… so you can bet that politi…

How the Internet Is Loosening Our Grip on the Truth
mobile.nytimes.com
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many of us have burrowed into our own echo chambers of information. In a recent Pew Research Center survey, 81 percent of respondents said that partisans not only differed about policies, but also about “basic facts.”... if you study the dynamics of how information moves online today, pretty much everything conspires against truth... when confron…

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