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
mathewlowry.myhub.ai
Storytelling and EU projects - some guidelines I wrote for the 2017 “EU in my Region” blogging competition, which I’m managing for the EC’s DG REGIO.
www.fastcocreate.com
"an interactive mission, with all other elements of the campaign designed to direct people to experience it.... a range of media including TV, online rich video takeovers and a 30-second You Tube trailer." That doesn't scratch the surface of what I reckon is probably the best thing I've seen online all year. A must see.
znconsulting.com
While possibly a bit naive regarding Facebook's motivation for crucifying organic reach, some good points here: "- Talking doesn’t equal connecting: It seems that many brands take their audience for granted. Liking a page doesn’t always imply interest. ... - Paid reach won’t substitute for great storytelling: While paid reach might get more visib…