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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

Social Media and the Hunter Biden Report - The New York Times
www.nytimes.com
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The platforms started doing what people concerned about disinformation have been asking for, and immediately came under fire from people concerned about censorship.When The New York Post published a story supposedly incriminating Hunter Biden "YouTube largely did nothing, Facebook deprioritized the Post story (slowing spread until 3rd party f…

Facebook Stymied Traffic to Left-Leaning News Outlets: Report
gizmodo.com

Facebook's 2017 newsfeed algorithm tweak intentionally reduced traffic to left-leaning outlets " to avoid adding fuel to critics’ argument that the platform has an anti-conservative bias"... and overcorrected."Mother Jones saw a roughly $400,000 drop in the site’s annual revenue"

Opinion | Trump Is Staking Out His Own Universe of ‘Alternative Facts’ - The New York Times
www.nytimes.com
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In less than a year... weekly church-attending white Protestants convinced that Donald Trump was anointed by God to be president grew from 29.6 percent to 49.5 percent... Capitalizing on that devotion is integral to Trump’s re-election ...all-enveloping digital campaign website... campaign app... a self-contained, self-reinforcing arena where Trum…

Disinformation For Hire: How A New Breed Of PR Firms Is Selling Lies Online
www.buzzfeednews.com
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for manipulating public opinion... automation and artificial intelligence “can quickly generate traffic and publicity much faster than people.”...If disinformation in 2016 was characterized by Macedonian spammers... Russian trolls... 2020 is shaping up to be the year communications pros for hire provide sophisticated online propaganda operations .…

How politics became our identity - YANSS 133
youarenotsosmart.com
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political scientist Lilliana Mason ... new book, Uncivil Agreement ... we actually agree about most things... “our conflicts are over who we think we are, rather than reasoned differences of opinion... Our opinions can be very fluid... if we wanted to come to a compromise we could, if there were not these pesky identities in the way... we disagree…

Fighting fake news is a losing battle, but there are other ways to win the war.
mondaynote.com
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the next iteration of technology applied to politics will be a huge leap forward with a greater ability to target people... address each of the 156 million of registered voters on the US with personalized messages.... a falsehood delivered in a personalized way is likely to be more efficient but less visible than a blatant lie put on Twitter; it w…

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…

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…

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
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…

Did better broadband make Americans more partisan?
www.theguardian.com
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a research paper ... found depressing proof that the web is fuelling segregation.... matched the attitudes of those who did and did not have broadband with data on partisan hostility... Greater use of the web ensured that an admirer of Jon Stewart would think that conservatives were not just mistaken but stupid, or a viewer of Fox News would wor…

Trash talk: how Twitter is shaping the new politics | Technology | The Guardian
www.theguardian.com
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You may not care about social media now, but if you read a newspaper, listen to the radio or watch TV, then it’s shaping your world already... The real game is hardening your own support in ways dramatic enough to be picked up by the mass media ... the easiest way of doing that is to pick a rollicking fight... Lacking an established political mac…

Meeting People Where They Are
medium.com
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On Tuesday, the American people will see a multi-platform streaming and social broadcast of the State of the Union that reflects the ways people experience live events in 2016. We’ll be reaching people where they are — and making it possible for them to engage, respond, and share the President’s speech themselves in new and different ways... vide…

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)

Pew: Cell Phones, Social Media and Campaign 2014
www.pewinternet.org
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"Cell phones and social media platforms like Facebook and Twitter are playing an increasingly prominent role in how voters get political information and follow election news, according to a new national survey by the Pew Research Center." Interesting that Republicans are more suspicious of "traditional media filters", given Fox News. - Cell Phon…

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