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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

Blogging on Platforms and on MyHub.ai: 3 options
mathewlowry.myhub.ai
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Should you blog on dedicated blogging platforms like Medium, or on your Hub? It's not an either/or.

The long, complicated, and extremely frustrating history of Medium, 2012–present » Nieman Journalism Lab
www.niemanlab.org

Medium was never something that we would get to define. Instead, it’s turned out to be an endless thought experiment into what publishing on the internet could look like.

26/03/2019
How Medium’s Curation, Distribution and Paywall Systems Work for Writers
blog.medium.com
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We don’t charge for hosting, we never put ads on your content or share your data, and we will only put your story behind the Medium paywall if you choose to take advantage of Medium distribution beyond your followers.... We recommend stories to millions of Medium readers every day on our personalized home page, in our email digests, and in our mob…

27/02/2019
No thank you, Mr. Pecker – Jeff Bezos – Medium
medium.com
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Rather than capitulate to extortion and blackmail, I’ve decided to publish exactly what they sent me, despite the personal cost and embarrassment they threaten.

18/02/2019
The Cost of a Clap
medium.com
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A Mathematical Journey Into How Medium Payment [Probably] Works for Premium Authors

The evolution of The Economist’s social media team
medium.com
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We need to strike a healthy balance between striving to reach more readers across platforms over which we have zero control, with bringing them back to... our apps and website... here’s how we’ve changed our approach over the past year:... an over-reliance on social media can leave us particularly vulnerable to sudden changes by platforms. Ultim…

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.

Before you Repost it, ReThink It
www.linkedin.com
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Reposting your blog on LinkedIn and Medium is a no-brainer. Which is precisely the problem - it takes no brains.

Who’s Afraid of the Big Bad Medium?
medium.com
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By the time Cameron wrote “Orbital Content” in April of 2011, almost all visits to A List Apart and zeldman.com were triggered by tweets and other third-party posts... SO JUST WHY are we afraid of Medium?

25/01/2016
Why not make the lack of synchronisation a feature of your blogging, and not a bug?
medium.com

"I’m posting different things in different places, not just reposting the same thing over and over" - in response to Shel Holtz and Dave Winer on Medium

22/01/2016
8 Tips for Using Medium Effectively | craigconnects
craigconnects.org
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Here are 8 tips for using Medium effectively:

29/12/2015
A Click-Bait Experiment
medium.com
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Garnish your post with a photo of a cute little kitten and animal-lovers will flock to your button like zombies to a brain smorgasbord... good writing ... does not presently guarantee an audience on Medium... risks becoming a click-bait factory, a lame production line pumping out articles around the same limited themes...it needs to radically i…

Ev Williams on Medium’s future and listening to his gut
www.theverge.com
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the next phase of Medium is about linking writers with brands, with Medium acting as the go-between, vetting creators. Meaning, in part, a native advertising hub filled with long-tail content.... There’s going to be sponsorships and branded dollars on the platform. Our vision is to connect quality creators with brands who may want to work with the…

Have you lost your collective minds?
medium.com
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political polarisation creates groupthink creates more polarisation, which prevents ideas from circulating and developing.... Pumping resources into ensuring one side of US politics is overrepresented on Medium is bad for US politics, and bad for Medium - In response to Influencer Outreach: Progressive Politics (job ad on Medium)

Platforms, distribution and audience
ben-evans.com

Blogging has never been easier but getting read has never been harder... The problem isn't freedom or openness but distribution... you might post it on Facebook or Google Plus. Your friends might see it ... (though this is largely random) and they might share it ... You might post it on LinkedIn and your network might see it ... and LinkedIn migh…

A Cynic’s Guide to Writing the Perfect Medium Post
medium.com
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it’s been recommended over 6,500 times... the problem is this: the article is… crushingly insubstantial... there are dozens of similar pieces churning around Medium at any time: how to listicles, life-hack guides, autodidactic treatises on ‘personal growth’ etc etc... in the spirit of “if you can’t beat them join them”, here is my hastily co…

I love responses — I love to respond and I love the get them
medium.com
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I am, however, not loving what responses are doing to my profile page. There is value in a response, to be sure, and I don’t want to lose that but when a reader visits my page, it is littered with my responses to other articles — interesting stuff for me and the respondee, not so much for the new reader. - I love responses — I love to respond a…

08/09/2015
WHY MEDIUM IS GOOD FOR YOUR WRITING CAREER
medium.com
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If you already have a blog, consider posting new or old blog posts on Medium. This is what I do, and it’s helped breathe new life into old work.... - WHY MEDIUM IS GOOD FOR YOUR WRITING CAREER — Personal Growth — Medium

27/08/2015
Facebook, Medium, and the Personal Press Release
www.theatlantic.com
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Facebook seems to be giving Notes a reboot... looks like nothing else on the website: It has a clean, white-space-filled design with extravagantly readable type. It looks, in other words, like Medium. - Facebook, Medium, and the Personal Press Release - The Atlantic

21/08/2015
My Medium adventure (Top3ics, 4 August)
mathewlowry.myhub.ai

Last week’s edition included 13 links across 3 topics. This week I go the ‘Special Edition’ route and focus on one topic: Medium. 

A thriving Medium would be fabulous
medium.com

IN RESPONSE TO: Thanks for sharing this.  “While this makes sense it would make more sense if Medium existed in a vacuum… most authors are prepared to put up with a second-class authoring tool in return for a shot at a first-class audience. ”

04/08/2015
Why every blog post should be crossposted to LinkedIn and Medium
medium.com
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While most the activity on LinkedIn occurred within the first 24 hours after posting, Medium was more of a slow burn... led to shares from outside networks. Of the 1,500 views of my article, 500 came from Facebook, 400 from email, and nearly 300 from Twitter... For years, we’ve been warned away from such tactics... in a world in which Facebook …

The Web of Relationships We Have to Save
medium.com
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IN RESPONSE TO The Web We Have to Save... Unlike a blogger, it’s very hard to isolate and ban Facebook or Twitter. A blogger can be placed in jail, a network of people on a platform with millions of users is much harder... [BUT] these platforms have their own censorship mechanisms... Facebook is doing better now but ... many things were bloc…

How to Win on Medium (or Anywhere)
medium.com
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I don’t post on my website anymore, at least not with the goal of getting any traction. Instead, I post almost entirely on Medium... the success I’ve see on Medium is in direct correlation to my commitment to sharing my voice .. create and share, not for the sake of getting anything in return, but do so because you are choosing to be generous…

02/08/2015
The Web We Have to Save
medium.com
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The rich, diverse, free web that I loved - and spent years in an Iranian jail for - is dying.Why is nobody stopping it?... The hyperlink was my currency six years ago... represented the open, interconnected spirit of the world wide web ... a way to abandon centralization ... and replace them with something more distributed, a system of nodes an…

Writing on Medium
medium.com
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While it most obviously appears to carry on in the tradition of blogs, it always seemed to me as something more nostalgic ...  an attempt to modernize early internet communities ... It is trickier to form a community like that on Medium now. Interface elements do not encourage discovery... We will know Medium is on to something when there ar…

10/06/2015
Introducing Letters
medium.com
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"We’re very excited to announce the launch of a new feature for Publications. We’re calling it Letters. ... It’s a way of connecting with your followers and starting a conversation. It’s delivered to the inboxes of all your followers. It’s also a post, so it can be recommended, highlighted, built upon, and have a life of its own." - Introd…

How Medium is re-imagining comments
mathewlowry.myhub.ai

I quite enjoyed the experience of reposting to Medium, and really like how Medium is evolving as a platform, particularly how they are… … re-imagining comments with Highlight, Comment & Respond… these three interactive features echo the ‘nibble, bite, meal’ content model, but in the other direction, from you back to the …

Finally decided to kick Medium’s tyres
medium.com
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Finally kicked Medium’s tyres. Result: an unfair comparison between my post originally on BlogActiv with a new version on Medium. Unfair because Medium is all about the content [and] I reduced the historical blah-blah... Medium’s editor is as good as they say, import post function worked like a dream.

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