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Editorial analytics are stranded in another era. It’s time to take them...
It’s a big business, the analytics industry. It seems that, in this day and age, you’ll find a company offering “Big Data” analysis under every bush, which shouldn’t be surprising given the importance...
View ArticleMedium, publishing and the Emperor’s New Clothes
Last year I spent some time advising at a big content publishing company who were being actively pursued by Medium. When I arrived at the beginning of my consultancy, I was told that the plan was to...
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From scroll depth to read depth: a more precise way of measuring editorial...
In the days following Brexit and the weeks following Donald Trump’s victory, numerous articles were written calling for journalism to do a better job and explain the political landscape more...
View ArticleBreaking out of the ‘echo chamber’– it starts in the newsrooms
Most of us awoke on that fateful Wednesday in early November to a feeling of extreme emotion, be that joy, confusion, anger, disbelief or that indefinable sinking feeling that suggests the world we...
View ArticleAnalytics vs editorial ‘gut instinct’ – which should we trust?
Once upon a time, not so very long ago, the idea of having a data analyst sitting alongside a newspaper editor as they went about their work would’ve been absurd. Not only did the two disciplines not...
View Article59% of readers share articles without reading – here’s why we should care
A recent report in the Washington Post alerted us to the fact that 59% of readers share articles on social media without reading them – a number that sounds fairly shocking, but probably won’t surprise...
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Into Wilfred Thesiger’s Empty Quarter
Good old Wilfred Thesiger. The explorer’s five years in the heat of the UAE desert have inspired countless expats to dip their toes in the shallows of the Rub’ Al Khali, and his books and artefacts...
View ArticleHow Facebook’s algorithm changes will work wonders for editorial content...
Just when you thought it was time to give up on that journalism career and re-train as a teacher, it seems that hope has arrived in the most unexpected of forms. It’s not everyday that good writers...
View ArticleCan single metrics really describe behaviours such as loyalty or engagement?
A recently published Reuters Report helped to further conversation around the notion of a separate set of analytics for online editorial. While there are freely available ways of measuring the success...
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Tohoku earthquake: a live blog from a shaking building
On Friday March 11, 2011, I was at work in Hiroo, Tokyo. As editorial director of Time Out Tokyo, I was most probably tidying up for the weekend – reading the weekend roundup articles that my...
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Marketing through storytelling – an overview for freelancers and small...
If you’ve spent any time considering online marketing, you’re likely to have come across the word ‘storytelling’. It’s something of an industry buzzword, and – as with most buzzwords – it can seem a...
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Working with your neighbours on the digital high street
I’m a big believer in the idea that there’s a cyclical nature to the way content marketing is developing. That much was probably clear from the piece I wrote for the Guardian Media Network. While it’s...
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On useful content: ‘We’re talking about issues, rather than our brand’
Readers of Dig Content will know that I’m a big fan of ‘useful content’. The internet is a noisy place, and I have a feeling that people are tiring of all the flashy bells and whistles that brands...
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Native advertising is only as good as the content you create for it
‘If you’re paying for branded content,’ says Dig Content’s Jon Wilks, ‘it’s better that your readers aren’t thinking, “where’s the soap – I feel unclean”‘ Apologies to all! It has been some time since...
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UK startups doing content marketing well
I had initially thought that this ought to be a ‘listicle’ – something with a randomly picked number in the title, intended to try and grab a few more eyeballs. But it occurred to me that that might be...
View ArticleWhat content people can learn from the music industry
Before we begin, a quick confession. Like many journalists (for that’s what I was before I was drawn into branded content), I began life as a wannabe rock star. I played in countless bands and even...
View ArticleReactive content? There are ways to work faster…
Content marketing may be as old as the hills, but doing it digitally gives you a great advantage: given the right set of circumstances, you can do it ‘live’. It’s not uncommon to hear talk of...
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Multimedia narratives and other uses of longform content
Longform content and its place in the digital world is a much-debated thing. As I’ve blogged before, nobody seems to be able to decide whether we have the attention span for it or not. Personally, I’d...
View ArticleHow brands get around Apple’s secrecy
It says a lot about Apple’s levels of secrecy that the announcement of their iWatch (or Apple Watch) could still pack such a punch. Naturally, there were very strong rumours, but the design – with its...
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Content marketing – it’s a lot older than you think
How many times have you heard (or used) the words ‘Red Bull’ when describing content marketing to someone unfamiliar with the term? For me, it’s several times a week – and judging by a brief...
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