Strategy is strategic

Allow me be the person to, finally, close the door on those “Beginning of the new year” writing conceits. If you don’t have a strategy for your blog, the start of the year is a good time to implement one. Take it away, Jeremy Porter:

Inspired by my recent reflection and subsequent thinking about where I want to go from here with Journalistics, I’ve written a two-part post on how to create an editorial strategy for your blog. My hope is these posts will help you clarify the strategy for your blog, as well as provide me with a timely excuse to do the same for Journalistics.

In this age of content marketing we’re living in, it seems like every organization is blogging in hopes of capturing some inbound marketing magic (you can thank HubSpot for that). Whether you’re publishing on behalf of an organization or for personal reasons, I suspect many of you don’t have a written strategy for your blog. In survey after survey about content marketing, it’s pretty consistent that 40-60% of organizations don’t have a written content strategy.


Over the course of these two posts, I’ll explore this topic in depth, and also providing you with a process you can follow to create your editorial strategy from start to finish.

Good stuff there, go give it a look.

(Anniversaries, when you roll out a new tool or when you see a great essay like that one are all also good times.)


How a graphic can make a big story digestable

Do me a favor and look at this graphic twice. First just glance at it until you find your interest wandering.

Now go back and really study it. Read all of the information that is in there. Consider how that has to be calculated, as a city-wide sort of thing. Consider how you might try to make something of that scale fit into an image and a minimal number of statistics.

Pretty good, huh?

Vox punches in combinations

Left, right, Twitter, Instagram, uppercut … left, Snapchat. Sorry, I was just thinking about a fight sequence from Creed.

Anyway, here’s an enlightening conversation with one of the heavy hitters at Vox. No question that they can pack a multimedia punch.

Allison Rockey, director of programming at Vox, told the team works “very closely” with the rest of the newsroom, in order to get all journalists, editors and reporters to know and understand the “general best practices of social media”.

“We do view social as something that is part of everyone’s job, in a sense.

“But the [engagement] team’s focus is to know all the social platforms in and out, to really be the ones to foster communities and make sure they are growing.

“The people on our team are both doers and builders themselves, but they’re also teachers for the newsroom.”

You might have different limitations than the people at Vox, but there is probably one or two things in there you could modify for your needs. Be sure to read the whole thing.

Dozens of infographic ideas

And, now, an infographic on infographics. Check it out:

It’s like some sort of universal big bang went down where our devices and attention spans got small and we started to skim content a lot more. As a result, marketers and the media noticed, and infographics exploded.

Unfortunately, only a small percentage of infographics deserve the attention they command. That said, our challenge as marketers is to find a way to make a truly great one. One that stands out.


I could have just put the infographic here, but what would be the fun in that? Go check it out.

Meanwhile in Europe

It is always interesting to see what others in the industry are doing. Let’s look at television in Switzerland:

iPhones may not be very good at photographing lunar eclipses, but apparently they’re just fine for television news broadcasts. A local TV news station in Switzerland has ditched standard TV cameras to go 100% iPhone.


Keller says the new use of iPhone cameras allows reporters to go live from anywhere, both on air and online. “It’s up to us to reinvent the grammar of the image, to learn to shoot differently,” Keller says. Since the station is only on air for a few hours each day, this move to iPhones will allow reporters to capture and share much more content for online channels.

When you think about it for a few minutes you begin to see how this could change where you tell stories from, and, thus, how you tell your stories. A Scandinavian outlet is also doing this. The story notes that one place in the U.S. also tried this, but it flopped. Like many things, proper training seems to be the key.