Tag Archives: facebook

Friday #Content Reads: 6.5.16

content video strategy

A list of my most interesting content strategy-related reads this week…

Here’s What Makes The Guardian So Successful On Facebook
A great insight into FB distribution strategy at the Guardian. And if you like that, find out what Buzzed are up to in the video space as well.

Facebook videos live fast, die young
We all knew this right? but still interesting read…
‘While YouTube and Facebook have established themselves as major hubs for mobile video, the lifespan of content on each platform is markedly different. Put in astronomical terms, a Facebook video is a brief supernova, peaking early and then quickly fading out; a YouTube video is more like a cooling star that emits a small flash of light then slowly decays.’

Facebook is going to start showing you pieces people actually read
Time online is back people!

With a scripted daily comedy news show, Mic looks to add a little late night TV to the social video mould 
Interesting to see how Mic is choosing the comedy format to increase reach amongst the millennials. Again, it’s an example of a team that has been given the freedom to experiment.

How to build audiences by engaging your community
Great starter-guide for approaching community journalism in your newsroom.

Netflix Knows Which Pictures You’ll Click On–And Why
Essential reading…
“One of Netflix’s earliest findings was that interest tended to drop off when an image touting a show or movie contained more than three people. It seems that users find it hard to focus when there are too many people, and may not be able to absorb cues about the storyline. This was a surprising insight for Netflix, given that some shows are popular precisely because they have large casts. Orange Is the New Black is a good example of this. “While ensemble casts are fantastic for a huge billboard on the side of a highway, they are too complex at small sizes,” Nelson says. “They are ultimately not as effective at helping our members decide if the title is right for them on smaller screens.”

Content Strategy Links of the Week, November 28

Here’s a roundup of top pages I’ve been reading this week:

Teenagers and tweens watching TV half as much as adults, Ofcom finds 
“Tweens and teens watch just half the amount of live TV as adults each day, and choose to “top-up” viewing by watching clips on services such as YouTube, Vimeo and Vine, according to new research by the UK media regulator.”

It’s not just about print vs. digital media — it’s about culture
Interesting table included here looking at the differences between legacy media and ‘digital-first’. Worth looking at…

This building is an organism for making newspapers
In the Agile world we often talk about how locating people in an office is just as important to product output as knowledge. With that in mind, take a look at this diagram from a 1920s newspaper company.

Digital Publishing: There’s No Place Like Home
Some choice quotes here:
“According to the analysis, a user who visits a news site directly spends, on average, 4 minutes and 36 seconds per visit, while a Facebook user spends just an average of 1 minute 41 seconds on your site. In addition, direct visitors view about five times as many pages per month as Facebook users, and visit the site three times as often.”

“Even though they’re a smaller percentage of overall traffic, app users listen to much more audio,” said Perry. “Mobile users might visit a couple of pages and stay on the site for five minutes, but our app audience seems more willing to listen to a stream for an hour.”

“Despite the reduction in traffic, newspaper homepages harken back to the historic place the front page of a newspaper had in the community. Forgive me for sidestepping into marketing speak, but editors should think of their news organization’s homepage as their ultimate brand statement.”

How are brands driving TV ad viewers online?
“It’s either a case of brands not understanding the importance of driving TV viewers online or they already assume it’s a pointless exercise because viewers disengage as soon as adverts appear.”

How Technology Is Changing Media
An in-depth look at how BuzzFeed is leading the industry’s trends in social, mobile, and video.




Hannah Smith on making shit stick: The Content Marketing Show, November 2013

Following the brilliant cm show earlier this year I thought I’d attend the third event this year and report back. Here are the notes that I’ve gathered from the event.

  • Distilled’s Hannah smith discussed how to engage your clients at that discovery stage in her ‘throwing shit against the wall and seeing what sticks’ presentation. Quoting Mark Zuckerberg “people may be more interested in a squirrel dying outside your window than children dying in Africa.” Our attention is dictated by our facebook newsfeed so our content marketing strategy needs to adapt to these conditions.
  • People need to love your marketing if they are going to share it.
  • Content should be goal driven. What you create depends on what you want to achieve. It’s not always easy to create a story to attach a story to persuade to covert. Self-serving messaging (blatant PR) will not get people to share and may even damage your brand.
  • You brand is not what you sell, it’s how you sell it. People talk about ‘off brand’. Redbull was highlighted as a good example, a publisher of extreme sport content, a new business model. Businesses need to think beyond their products and content marketers need to help them with this. Also Simply Business, The Happiness Generator, UK festival finder for the trainline.com.
  • How do you figure out what your audience wants, needs? Find people in your target audience, ask them about the problems they face, what do they do online, offline? What do they share, what sites do they read, where do they shop?
  • What works for one company might not work for another. Find what works for you. Frame your content appropriately – is social media bad for your phone example.
  • Hannah recommended the ‘Made to Stick’ book.
  • Hannah signed off by stating there are no guarantees, you just need to launch and see what happens. Failure is part of the process.
  • Pick your battles, if your client has no appetite for content that entertains or educates then just concentrate on conversions. Then revisit.
  • Address the issues with the content at the beginning.
  • Make your content goes further, across all browsers and devices. Make sure your social buttons work, particularly on mobile.
  • Make your headline and social share copy ‘clicky’. Hannah referred to Upworthy’s content strategy deck.
  • Make sure you have retargetting pixels across everything you do. Test paid promotion – it increases reach.
  • Plan to fail, agree what success looks like before the project.