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.
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Relevant resources
ghost.org
"platform focused solely on professional publishing... open source tools for independent journalists and writers ... sustainable business around a free core application, funded by a premium platform as a service to run it on... non-profit foundation ... can never be bought or sold... [all] revenue reinvested into the product and the community…
medium.com
In all the urgent debate about regulating, investigating, and even breaking up internet companies, we have lost sight of the problem we are trying to confront: not technology but instead human behaviour on it... in their search for someone to blame, government outsource fault and responsibility, egged on by media (whose schadenfreude constitutes …
medium.com
the fear is that the platform will change without warning, and teams will have ended up wasting precious time and effort before they get a chance to get it right or reap the benefits if they do.
digiday.com
Publishers are placing big bets on social platforms like Facebook and Snapchat, praying that fishing for audiences outside their owned sites will eventually pay off in new readers and advertising... it’s still a gamble... payoff in audience and ad dollars is uncertain. Plus, fishing expeditions are hardly free. Hiring more staff is just part of t…
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…
buytaert.net
What does the rise of digital distributors mean for the Open Web?... is there a point at which distributors create enough value for publishers to stop having their own websites? If distributors are capturing market share because of a superior user experience, is there a future technology that could disrupt them? And the ultimate question: who will…
www.theawl.com
One of the best longreads re: the future of news media I've read in a while: "Websites... have been able to accumulate enormous audiences with incredible speed by harvesting referrals from social networks... Websites plausibly marketed these people as members of their audiences, rather than temporarily diverted members of a platform’s audience.…
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 …