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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

The Rise of the Like Economy - The Ringer
www.theringer.com
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uses the social network to promote her business... set up various safeguards to avoid becoming too emotionally invested ... a web browser plug-in ... replaces the social network’s endless stream ... with a single inspiring quote.... hired a social media manager ... because she could no longer stand the addictive feedback loop ... She had been a …

The Infopocalypse – umair haque – Medium
medium.com
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undoing radicalization is not as simple as filling people’s heads with “accurate” facts. A radicalized person will not — cannot — accept them... you need to first make the radicalized person... capable of not feeling threatened, unsafe, and wounded ... It’s very, very hard. It takes social bonds to be restored somehow — oft through therapy, educat…

“Is anyone reading our work?”: what researchers want from policymakers
medium.com
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"“Policymakers seem to need answers yesterday,” reflected the young scientist from Italy. “That’s the direct opposite of how science works.”" - first report from the K4P audience research.The key finding from me was that scientists want to see their work taken up by policy, but seem at a loss on how. A platform which was explicitly built around ma…

Opinion | How to Monitor Fake News - The New York Times
mobile.nytimes.com
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Facebook and Twitter... algorithms ... are off limits ... almost impossible to monitor... make millions of what amount to editorial decisions, pumping out content without anyone fully understanding what is happening... opaque and slow to be discovered... government should require social media platforms ... open application programming interface.…

It's the (Democracy-Poisoning) Golden Age of Free Speech | WIRED
www.wired.com
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the capacity to spread ideas ... no longer limited by access to expensive... infrastructure. It’s limited instead by one’s ability to garner and distribute attention. And right now, the flow of the world’s attention is structured... by just a few digital platforms:... tincreasingly stand in for the public sphere itself... at their core... They’re …

Should we consider fake news another form of (not particularly effective) political persuasion — or something more dangerous? » Nieman Journalism Lab
www.niemanlab.org

What if “persuadability” isn’t the right metric to look at? ... Information warfare expert Molly McKew, who specializes in U.S.–Russia relations... "There aren’t good tools to evaluate the impact of shadow campaigns... Information and psychological operations ... are not just about information, but about changing behavior... of more than 36,000 …

The Automatic Weapons of Social Media – NewCo Shift
shift.newco.co
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the response from the platforms is the equivalent of politicians’ “hopes and prayers” after a school shooting... irrefutable proof that these actors are leveraging social media ... to force divisive and often false narratives into our public discourse... Twitter, Facebook, and Google have not taken a more ambitious approach to stopping abuse of…

How Advertising’s Killing Itself – Eudaimonia and Co
eand.co
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Which did the ad industry choose?... It tried to ignore technology and automation... when that didn’t work, it bought the machines.... It didn’t invest in research, development, innovation... develop new services, new ways, new formats, new ideas, whole new ways of helping institutions and people relate, connect, and bond... So the broken relatio…

Stop Calling It Fake News. – Harvard Kennedy School PolicyCast
hkspolicycast.org
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it just felt like the conversations that we were having subsequently were actually pretty shallow and actually pretty useless, because we were talking over each other because everybody meant different things... we can only really start talking about interventions if we understand what we’re talking about... I say, “Please don’t use the term.” “Yea…

Building Credibility Indexes from Fact-Checking to #TackleFakeNews
medium.com
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Fake News is suddenly on the boil in the Brussels Bubble. Here are some ideas I brainstormed earlier this week. Comments welcome.

If your job consists of Tweeting for someone else, you owe it to yourself to think of something else in 2018
medium.com
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“If your job consists of Tweeting for someone else, you owe it to yourself to think of something else in 2018. Particularly if you’re under 35."It’s early January, and so time to add to the slew of “What you should do in 2018” posts sloshing around the Net.

Are you fluent in AI?
www.niemanlab.org

Reuters designed a social monitoring tool, the Reuters News Tracer, which can identify events that are breaking on Twitter, analyzing millions of tweets with almost 80 percent accuracy.

20/12/2017
Learning from #EUSuperGirl & Luc van den Brande (Top3ics, December 2017)
mathewlowry.myhub.ai
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I’ve recently published five posts on three interrelated ideas, two projects one report and a workshop. That happened because the competition brought a Brussels Bubble Outsider to Brussels. Which happens to be one principle of the participation model I presented at the EWRC workshop. Full circle.

Former Facebook executive: social media is ripping society apart | Technology | The Guardian
www.theguardian.com
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The short-term, dopamine-driven feedback loops that we have created are destroying how society works....exploit[s] a vulnerability in human psychology” by creating a “social-validation feedback loop”... you don’t realize it, but you are being programmed

The EU Lobbyist's quick guide to Influencers
www.slideshare.net
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The EU Lobbyist's quick guide to "influencers"

Bias, Bullshit and Lies: Audience Perspectives on Low Trust in the Media | Reuters Institute for the Study of Journalism
reutersinstitute.politics.ox.ac.uk

Even in a world where people increasingly get news from social media, the professional news media is still seen as largely to blame for low trust... Reuters Institute for the Study of Journalism examines the underlying reasons for trust and distrust ...Bias, spin and hidden agendas come across as the main reasons...perceived decline in journalisti…

Does the Brussels Bubble care enough?
medium.com
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Engaging Europeans with the EU requires a new Brussels Bubble culture - fourth of several posts written in reaction to Luc van den Brand’s Reaching out to EU Citizens: A New Opportunity.

EU SuperGirl meets Luca Jahier
www.facebook.com
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The second meeting Madeleina Kay had was with Luca Jahier. It went longer, and the wifi cut out midway this time - see the 2nd part of this lovely chat.

Don’t poison the hearts and minds you’re trying to win
medium.com
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Could hybrid crowdfunding allow public Institutions to support citizen-driven projects without killing them in the cradle?- 2nd post in reaction to Luc van den Brande’s Reaching out to EU Citizens: A New Opportunity

5 Ways to not write a useful report
medium.com
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Writing a report full of recommendations? Watch out for these 5 classic mistakes.- first of four posts written in reaction to Luc van den Brande’s Reaching out to EU Citizens: A New Opportunity.

How a Blind Man Improved Written Advice for Everyone
betterhumans.coach.me
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Write a summary in a sentence or two at the start. Proceed straight to the recommendations, followed by the arguments for and against... Derek Sivers offers similar advice: to hone your writing, hire a translator.

29/11/2017
Once considered a boon to democracy, social media have started to look like its nemesis
www.economist.com
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“We wanted democracy... but got mobocracy.”... Bots generated one out of every five political messages posted on Twitter in America’s presidential campaign last year... “we need to reform our attention economy.”... groups which had mostly been excluded from the mainstream media... developed the dark arts they would use to further their agendas..…

Why Is Social News Bad for Democracy
medium.com
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“fake news”... is grossly inadequate to explain the nature and scale of the problem... is being used by politicians... against the fourth estate and an excuse to censor free speech... There are four distinct motivations ... political, financial, psychological (for personal satisfaction) and social (to reinforce our belonging to communities or “tr…

Happy Birthday BlogActiv, and Bye Bye (for now)
mathewlowry.myhub.ai
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Saying goodbye to my oldblog on my old platform’s 10th birthday.

15/10/2017
The Cost of a Clap
medium.com
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A Mathematical Journey Into How Medium Payment [Probably] Works for Premium Authors

What Makes a Good, Un-Sleazy Lead Magnet? 9 Utterly Clear Examples
fizzle.co
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"lead magnets” or “freebies” or “opt-in incentives,” and they are insanely effective for growing your email list. And not only that, they can be excellent for growing trust with your audience as well... In this post you’ll learn: What makes a GOOD freebie What’s working for others (9 examples) How to design the right freebie for your business

Countering Fake News
www.forbes.com
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how do we put the genie back in its bottle? Here are three approaches... If the first model leaves it to the legislator and ultimately the courts to decide what constitutes fake news, the second outsources responsibility to social media.... Instead of killing the story, you surround that story with related articles so as to provide more context a…

Outrage .com – On Advertising – Medium
medium.com
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outrage explodsd... because it allowed us to make the story about ourselves... we could effortlessly and instantaneously join a global conversation... attracted more agreement from our following than resentment, and invigorated our social capital. We were putting our best face forward, aligning ourselves with an ethical and moral high ground, virt…

AI will fundamentally change how we manage content | TechCrunch
techcrunch.com
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Content management is about to undergo a foundational shift as artificial intelligence and machine learning bring long-sought order to enterprise content... the more content you collected, the harder it was to manage... machine learning algorithms actually work better with more data, and that has the potential to fundamentally alter how we think …

Fake News in Social Networks
arxiv.org
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exposing agents to the possibility of fake news can be an effective way to curtail the spread of fake news in social networks. Our results also highlight that information about the users' private beliefs and their social network structure can be extremely valuable to adversaries and should be well protected.

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