Content Strategy

30 Under 30 Media 2018: Meet The Young People Driving And Defining Content
November 15, 2017 at 3:51 pm

When asked about her biggest wins of 2017, Jazmine Hughes, associate editor of New York Times Magazine, listed a couple of expected accomplishments: her first feature for the publication and the Letters of Recommendation column that she edits. But Hughes also mentioned something less typical for someone with her title. She had met a woman who…

BuzzFeed Now Has 19 People Writing Commerce Content
November 15, 2017 at 1:18 pm

BuzzFeed’s commitment to commerce revenue continues to grow, and as a result, it’s begun pursuing commerce revenue more like a regular publisher might: through search. After more than two years of experiments focused on identity-focused listicles like “39 Fucking Awesome Gifts For Anyone Who Loves to Swear” or “27 Gifts Only Math and Science Nerds…

Social Media Platform Changes You Might Have Missed in October
November 8, 2017 at 2:25 pm

Facebook Stories, new Instagram Story features, Snapchat Context Cards and a potentially massive shift in how we consume content on Facebook… catch up with all the social platform changes you need to know from last month. A new feed, dubbed “Facebook Explore,” launched on desktop, after being tested on mobile devices. This feed showcases content…

‘Trust in News’ Study Shows More Trust for Print Publications Than Digital
November 7, 2017 at 2:35 pm

Trust is the topic that won’t go away. On either side of the pond, leaders with very different temperaments are dealing with issues of declining trust in very different ways. Whatever their differences, however, the knock-on effect to mainstream media — tacitly held responsible for failing to fully represent shifting public sentiment when they aren’t…

In Race to Win Subscribers, Some Publishers Have a Head Start
October 25, 2017 at 2:11 pm

As Google and Facebook gobble up an ever-larger share of the digital advertising pie, subscriptions and other paid content offerings have been pitched as an antidote for publishers’ financial woes. But not everyone is sharing in the riches equally, according to a new report from the trade group Digital Content Next. The 20 publishers that…

How Vogue.com Tailors Engagement Around Search, Social & Direct Traffic
October 25, 2017 at 1:44 pm

Vogue.com defines its content strategy by platform, optimizing content based on the behaviors of consumers that access the site directly, through Google, and on Facebook. Using audience analytics tools like Parse.ly and Google Analytics, Vogue can determine the type of content that will resonate most with these audience verticals and improve content discoverability, explained Vogue.com’s…

How Vogue Uses Analytics to Increase Discoverability & Expand Its Audience
October 25, 2017 at 1:37 pm

Vogue.com’s associate director of audience development Abby Sjoberg explains how the website optimizes reader engagement from three distinct traffic sources: direct, social, and search. Using data tools like Google Analytics and Parse.ly Sjoberg and her team can determine what type of content readers are looking for on different platforms and optimize Vogue.com's content strategy. This…

Creating Content for the Voice Activated World
October 13, 2017 at 2:32 pm

Voice is an area set to explode for digital content creators, with several competing technologies now available using advances in artificial intelligence (AI) to provide consumers with voice activated services either via their own mobile devices or increasingly through bespoke devices, or ‘assistants’. These include Google’s Assistant, Apple’s Siri, Microsoft’s Cortana and Amazon’s Alexa. Speaking…

Welcome To The Age Of Cheap Overseas Information
October 4, 2017 at 12:15 pm

As ad dollars that used to fund journalism pour into the coffers of Facebook and Google, the information business is experiencing a trend familiar to other American industries: The product they produce is now competing with cheaper versions coming from overseas. Content farmers in the Philippines, Pakistan, Macedonia (of course), and beyond are launching websites…