Archives For Content Strategy

See how, interestingly, if you combine information & function & visual form without story, you get “boring”. Something that looks good but isn’t that interesting.

Similarly, if you combine visuals, information & story without considering functionality and your goal, you get something useless.

Source: What Makes A Good Data Visualization? — Information is Beautiful

“But the top trafficked stories are never those. I mean, because of social media and the way it works, you can drag a horse to water and you can actually shove that horse’s face in that water and force it to drink. You can do a lot of things by getting very enticing headlines and things, but you can’t make that horse tell its other horse friends that the water is good unless that water is good.”

Source: Talking Shop With Social Media Wizard Ben Dreyfuss | | Observer

Provocative headline to drive clicks, but there is truth here that everyday advertising agencies just DO NOT UNDERSTAND.

Simply put, content marketing doesn’t work because it needs two attributes to be successful, a long-term commitment and high-quality content. And both of these requirements have high demands in terms of time and effort. Because of this, they are often ignored in an attempt to make content marketing more scalable and easier to deploy.

But unlike SEO and PPC, you’re not dealing with an algorithm when it comes to content marketing. You’re dealing with the reactions and emotions of your living, breathing customers. And that can’t be gamed, hacked, or exploited. Instead, you need to plan and deploy a content marketing campaign with the same care and attention that you would any other major company initiative.

Once you know who they are you want to help them. You do this by solving their problems. So, instead of producing content that’s all about you and your company, you should produce content that answers questions and helps them solve the challenges they face. As I’ve stated many times before, no one wants to download your brochure.

This means you shouldn’t be killing yourself to produce new content every single day. But rather, you should focus on producing high-quality pieces. As long as you’re doing that consistently, then arbitrary cadences don’t matter as much.

Content Marketing Doesn’t Work – Forbes.

All content needs to be made interesting. What you’re doing as a writer is introducing variable rewards into your story. Everything that engages us, all pieces of content are engineered to be interesting,” he said. “Movies aren’t real life, books aren’t real life, your article isn’t real life. It’s manufactured to pull us one sentence after another through mystery, through the unknown. It’s a slot machine. Your article is a slot machine. It has to be variable. So just because an experience introduces variability and mystery — that’s good!”

Slot machines perfected addictive gaming. Now, tech wants their tricks | The Verge.

“With the legacy social networks crossing the decade mark and prioritizing monetization over organic reach, it’s time for brands to reevaluate their approach to Always-On content.

For example, “National Doughnut Day” shouldn’t be part of your content strategy this summer, unless your company sells donuts.

Instead, audience insights, corporate priorities, time of year and publisher format should all inform your editorial calendar and your paid promotion plan to ensure the right consumers will see your content.

Every action should generate measurable awareness or drive conversions beyond the vanity metrics on the mainstream social media channels.” —Greg Swan, space150

via 5 online best practices for businesses | Minnesota Business Magazine.

So instead of just seeing your shares in buckets (100 Facebook, 50 Twitter, 30 LinkedIn, etc.) you see exactly how that content spread in a tangled web from it’s original sharer to other channels.

BuzzFeed Just Cracked the Code on How Social Content Spreads, and It’s a Big Deal.

See also:
Introducing Pound: Process for Optimizing and Understanding Network Diffusion

The Sound of Wikipedia Being Edited

Really excited to share this post our team at space150 worked up this week: Meerkat: Mobile Live Streaming Best Practices and the below infographic.

Meerkat App Infographic

Can’t wait to see how this kind of technology is adopted consumers, and then by the major social networking players. It has the potential to disrupt what we’ve thought of as best practice content and mobile engagement strategy. Exciting stuff.

Read the post here.

First a robot wrote an LA Times article about an earthquake. Now the AP will have a robot write baseball articles.

Rather than fear or dismiss this, I’m interested in thinking through how algorithm-based editorial could be used on the branded content side at scale. And from a hyper-localization perspective.

We shouldn’t discount the need for humans in the editorial mix, but we shouldn’t overly rely on it just because we always have.

Automated Insights, a company that provides language generation software to The Associated Press and other organizations, announced Wednesday the news cooperative will use the software to produce thousands of stories about collegiate sports.

The Associated Press will begin publishing automatically generated sports stories this spring, beginning with Division I baseball, according to a press release.

“This new partnership will allow AP to cover more college sports of interest to our members and their audiences,” said Barry Bedlan, AP’s deputy director of sports products. “This will mean thousands of more stories on the AP wire, which will remain unmatched in the industry. Every college sports town will have some level of coverage.”

via AP will use software to write NCAA game stories | Poynter..

Poynter: Most of The New York Times’ most popular items last year weren’t news stories