Amplified Content Marketing

by Michael Stuart

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‘Not there yet’: Amazon is a looming giant in influencer marketing

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Launched two years ago, Amazon’s influencer program still isn’t quite going anywhere, say brands, agencies and influencers. Most people don’t know about the program. It invites celebrities, micro-influencers and, in some cases, regular people with moderate followings to sign up for their own…

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Younger generations are actually better at telling news from opinion than those over age 50

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According to a new analysis from the Pew Research Center, Americans ages 18–49 were more likely to accurately categorize factual statements as facts and opinion statements as opinions.

 
Among the opinion statements, roughly three-quarters of 18- to 49-year-olds (77%) correctly identified the following opinion statement, one that appeals more to the ideological right – “Government is almost always wasteful and inefficient” – compared with about two-thirds of older Americans (65%). And younger Americans were slightly more likely than older adults (82% vs. 78%, respectively) to correctly categorize this opinion statement, one appealing more to the left: “Abortion should be legal in most cases.”
 
This stronger ability to classify statements regardless of their ideological appeal may well be tied to the fact that younger adults – especially Millennials – are less likely to strongly identify with either political party. Younger Americans also are more “digitally savvy” than their elders, a characteristic that is also tied to greater success at classifying news statements. But even when accounting for levels of digital savviness and party affiliation, the differences by age persist: Younger adults are still better than their elders at deciphering factual from opinion news statements. Beyond digital savoriness, the original study found that two other factors have a strong relationship with being able to correctly classify factual and opinion statements: having higher political awareness and more trust in the information from the national news media. Despite the fact that younger adults tend to be less politically aware and trusting of the news media than their elders, they still performed better at this task.
 
 
This corroborates the footnote of a recent American Press Institute study which found that only 43 percent of Americans thought it was easy to distinguish opinion from news on digital news sites and social media.
 
The API researchers found that 52 percent of adults under age 30 said it’s at least somewhat easy to tell them apart on social media, versus 34 percent of adults 60 and older: “The level of ease was about the same for younger adults across all media types.” The study also noted that the young folk were understandably less familiar with print jargon like “op-ed” than the older adults.
 
 
A different recent Pew study found that while 57 percent of American social media users expected the news they encountered there to be “largely inaccurate,” younger social media news consumers were — unsurprisingly — more likely to say social media has “impacted their learning for the better” (48 percent of those age 18 to 29, compared to 28 percent of those age 50 to 64).
Op-eds have been playing a much larger role in the news cycle these days, with Trump’s anonymous underling writing in The New York Times and the president’s error-ridden contribution to USA Today. Instead of fighting with terms that are quickly becoming arcane, there are a few options beyond cheering the fact that rising generations of news consumers understand the newspaper layout.
 
What is Fake News?
Fake news is in the News these days, so what is it? The term is most often used to describe completely fabricated stories, but can also be applied to a broader continuum of news. Many news outlets will exhibit some form of explicit or implicit bias while not falling into the fake news category. Assessing the quality of the content is crucial to understanding whether what you are viewing is true or not. It is up to you to do the legwork to make sure your information is good.
 
  • Fake News: Sources that intentionally fabricate information, disseminate deceptive content, or grossly distort actual news reports.
  • Satire: Sources that use humor, irony, exaggeration, ridicule, and false information to comment on current events.
  • Bias: Sources that come from a particular point of view and may rely on propaganda, decontextualized information, and opinions distorted as facts.
  • Rumor Mill: Sources that traffic in rumors, gossip, innuendo, and unverified claims.
  • State News: Sources in repressive states operating under government sanction.
  • Junk Science: Sources that promote pseudoscience, naturalistic fallacies, and other scientifically dubious claims.
  • Clickbait: A strategically placed hyperlink designed to drive traffic to sources that provide generally credible content, but use exaggerated, misleading, or questionable headlines, social media descriptions, and/or images.
 
The International Federation of Library Associations and Institutions (IFLA) published a summary in diagram form to assist people in recognizing fake news.
Its main points are:
 
  • Consider the source (to understand its mission and purpose)
  • Read beyond the headline (to understand the whole story)
  • Check the authors (to see if they are real and credible)
  • Assess the supporting sources (to ensure they support the claims)
  • Check the date of publication (to see if the story is relevant and up to date)
  • Ask if it is a joke (to determine if it is meant to be satire)
  • Review your own biases (to see if they are affecting your judgement)
  • Ask experts (to get confirmation from independent people with knowledge).
 
Read more at https://www.ifla.org/ifla-publications, including the latest IFLA journal, October 2018, is a special about Privacy, https://www.ifla.org/files/assets/hq/publications/ifla-journal/ifla-journal-44-3_2018.pdf
 

Fact-checking The sites below generally review specific news stories and claims.

  • Displays news coverage from “left”, “right”, and “center” sources. Use with caution as the categories are generated by users and reflect public perceptions of each news source rather than any actual bias in the individual articles displayed.
  • A product of the Annenberg Public Policy Center, this site is terrific for checking up on political claims.
  • Fake news database, tasked with “tracking fabricated news created to mislead”
  • The Pulitzer Prize-winning Politifact researches the claims of politicians and checks their accuracy.
  • One of the oldest debunking sites on the Internet, Snopes.com focuses on widely circulating urban legends, news stories and memes.
  • Hoax-Slayer specifically focuses on email hoaxes, identity theft scams and spam.
  • Focused primarily on political stories.
 
Watch this video tutorial about how to choose your news https://www.youtube.com/watch?v=q-Y-z6HmRgI
With the advent of the Internet and social media, news is distributed at an incredible rate by an unprecedented number of different media outlets. How do we choose which news to consume? Damon Brown gives the inside scoop on how the opinions and facts (and sometimes non-facts) make their way into the news and how the smart reader can tell them apart
 
 
Illustration by Sabrena Khadija used under a Creative Commons license.
 
Curated by Mike Stuart, 1stonline.us
 

Attracting Audience Attention

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How to Attract an Audience with Creating Captivating Content

 
 

To be successful, every business has to tell its stories.

These days, such stories are usually told through posting content online in blogs, articles and social media.
  • But just pushing content onto the web is meaningless if it doesn’t interest the audience. In an online world bursting with billions and billions of pages of content — with new content being added every minute.
  • how do you ensure you’re creating compelling content that generates views?
  • Whether it’s defining the details that will capture interest, timing your posts to grab the most views or choosing the right venue for your message, there are strategies that will help your online voice be heard.

1. Cater Content To Customers

As a printing company, our target companies are other businesses that need printed collateral, as well as individuals that have a specific need. Content about our latest printer is not effective. However, design tips or examples for wedding invitations, how-tos, or graphic design tips for other businesses will create value that organically leads to sales. Your content does not have to revolve specifically around your goods or services. Rather, cross-pollenating your content into the desired industries you would like to sell to is an effective way to create value and sales. – Brandon Stapper, Nonstop Signs
 

2. Choose The Best Platform For Each Message

Different channels accomplish different types of engagement. Facebook is great for showing company culture. We find images and behind-the-scenes videos get the most likes and shares. For Twitter, we’re testing tweets that are story driven; you create a thread, and each tweet links to different content that threads up around a point. This is a great way to repurpose multiple pieces of content, and it drives conversation with people commenting on tweets. Instagram is obviously image and video driven. The trick with Instagram is choosing the right hashtag to get the right visibility. If you’re looking for leads, you’ll need users to download an asset that’s useful. We’ve been doing checklists on how to do something accompanied by a case study that proves it works. – Kerry Guard, MKG Marketing
 

3. Write Step-By-Step Guides

I’ve noticed that some of our best content is how-to guides that show users a step-by-step process on how to implement something on their own website. This has helped gear us to becoming more of a resource-based blog where customers can find information on how to make their own sites better. Find out what guides your customers want and write a detailed, step-by-step process that will help them. You can even turn some of your most popular ones into content upgrades in exchange for email addresses. – Jared Atchison, WPForms
 

4. Round Up The Experts

When producing content, a helpful strategy is to include experts with relevant experience on the particular topic you are producing content around. By including these experts and their take on a specific issue, you’re providing them with a platform to share their thoughts and ideas and increasing your chances of them sharing your content with their audience — “seeding” the content with additional readers. If the content is well-received, the results will compound from there. – Brandon Pindulic, OpGen Media
 

5. Answer The Questions You’re Always Asked

Answering tough questions about our industry has been a boon for traffic to our site. Some of our top-performing pieces are articles on how much an app costs to build and on how much money an app can make. Think about the questions clients or potential clients ask you all the time, and then go and create blog posts to answer those questions. – Ryan D Matzner, Fueled
 

6. Take On Trending Topics In Your Industry

I’ve noticed that the content that tends to get the most engagement on my company’s blog and my social media channels is around topics that are disruptive to the industry. For example, in the digital marketing industry, some of my most shared and engaging content dealt with new trends, such as voice search and mobile AMP (accelerated mobile pages). The keys for greater engagement and cultivating thought leadership are to provide helpful context and actionable information that empowers your readers. Don’t be a journalist, be a thought leader instead! – Kristopher Brian Jones, LSEO.com

7. Pitch Solutions, Not Products

No one wants to hear your sales pitch. No one is as excited about your product as you are. What they want to see is someone like them who’s struggling with the same issues. Then they want to see you fix those issues. Case study marketing is the way to go. It’s organic, it’s not just about you and others want to share it. At Enlighten we spend a remarkable amount of time working with clients after the sale to follow up and document the successes. These successes become inspiration for others that see them. Case studies have people asking you for help rather than you asking them for business. – Jeremy Jacobs, Enlighten

8. Integrate Insightful Interviews

Interviews are a great way to generate traffic to your site. Find people in your industry to interview and send them a few questions. You can then post your article in a question-answer format and optimize it for SEO. The trick is to find people that your audience is interested in learning from and asking them questions the audience would like to know. You can create a poll on your site to find out who your audience would like featured on your site. – Chris Christoff, MonsterInsights
 

9. Livestream For Authenticity

Content that receives the most engagement for us is livestreaming on Instagram. For instance, after I released my most recent book, I did a handful of Instagram livestreams with other entrepreneurs, and each segment received more engagement than any other type of content marketing we produced. Livestreaming is the most transparent way to showcase your knowledge and expertise without sounding scripted or rehearsed. – Kristin Kimberly Marquet, Creative Development Agency, LLC

10. Tap Into Holiday Spirit

Is there an important date or popular holiday coming up? Injecting your brand (in an authentic way) allows you to take advantage of its popularity. Posting content that taps into the interest of a given date almost always guarantees fantastic engagement. Holidays such as Christmas or Valentine’s Day are obviously days you want to take advantage of. You can also time your content to coincide with the release of a popular movie or more niche holidays, such as “National French Fry Day” or “Star Wars Day.” Timing your content to highlight special days allows for predictability. It’s simple, and you can easily track results. It also allows you to tap into niche or international audiences that you may not otherwise reach. – Shu Saito, Fact Retriever
 
 
 
mike stuart, 1stonline.us
 

Younger generations are actually better at telling news from opinion than those over age 50

Curated by

According to a new analysis from the Pew Research Center, Americans ages 18–49 were more likely to accurately categorize factual statements as facts and opinion statements as opinions.

 
Among the opinion statements, roughly three-quarters of 18- to 49-year-olds (77%) correctly identified the following opinion statement, one that appeals more to the ideological right – “Government is almost always wasteful and inefficient” – compared with about two-thirds of older Americans (65%). And younger Americans were slightly more likely than older adults (82% vs. 78%, respectively) to correctly categorize this opinion statement, one appealing more to the left: “Abortion should be legal in most cases.”
 
This stronger ability to classify statements regardless of their ideological appeal may well be tied to the fact that younger adults – especially Millennials – are less likely to strongly identify with either political party. Younger Americans also are more “digitally savvy” than their elders, a characteristic that is also tied to greater success at classifying news statements. But even when accounting for levels of digital savviness and party affiliation, the differences by age persist: Younger adults are still better than their elders at deciphering factual from opinion news statements. Beyond digital savoriness, the original study found that two other factors have a strong relationship with being able to correctly classify factual and opinion statements: having higher political awareness and more trust in the information from the national news media. Despite the fact that younger adults tend to be less politically aware and trusting of the news media than their elders, they still performed better at this task.
 
 
This corroborates the footnote of a recent American Press Institute study which found that only 43 percent of Americans thought it was easy to distinguish opinion from news on digital news sites and social media.
 
The API researchers found that 52 percent of adults under age 30 said it’s at least somewhat easy to tell them apart on social media, versus 34 percent of adults 60 and older: “The level of ease was about the same for younger adults across all media types.” The study also noted that the young folk were understandably less familiar with print jargon like “op-ed” than the older adults.
 
 
A different recent Pew study found that while 57 percent of American social media users expected the news they encountered there to be “largely inaccurate,” younger social media news consumers were — unsurprisingly — more likely to say social media has “impacted their learning for the better” (48 percent of those age 18 to 29, compared to 28 percent of those age 50 to 64).
Op-eds have been playing a much larger role in the news cycle these days, with Trump’s anonymous underling writing in The New York Times and the president’s error-ridden contribution to USA Today. Instead of fighting with terms that are quickly becoming arcane, there are a few options beyond cheering the fact that rising generations of news consumers understand the newspaper layout.
 
What is Fake News?
Fake news is in the News these days, so what is it? The term is most often used to describe completely fabricated stories, but can also be applied to a broader continuum of news. Many news outlets will exhibit some form of explicit or implicit bias while not falling into the fake news category. Assessing the quality of the content is crucial to understanding whether what you are viewing is true or not. It is up to you to do the legwork to make sure your information is good.
 
  • Fake News: Sources that intentionally fabricate information, disseminate deceptive content, or grossly distort actual news reports.
  • Satire: Sources that use humor, irony, exaggeration, ridicule, and false information to comment on current events.
  • Bias: Sources that come from a particular point of view and may rely on propaganda, decontextualized information, and opinions distorted as facts.
  • Rumor Mill: Sources that traffic in rumors, gossip, innuendo, and unverified claims.
  • State News: Sources in repressive states operating under government sanction.
  • Junk Science: Sources that promote pseudoscience, naturalistic fallacies, and other scientifically dubious claims.
  • Clickbait: A strategically placed hyperlink designed to drive traffic to sources that provide generally credible content, but use exaggerated, misleading, or questionable headlines, social media descriptions, and/or images.
 

The International Federation of Library Associations and Institutions (IFLA) published a summary in diagram form to assist people in recognizing fake news.
Its main points are:
 
  • Consider the source (to understand its mission and purpose)
  • Read beyond the headline (to understand the whole story)
  • Check the authors (to see if they are real and credible)
  • Assess the supporting sources (to ensure they support the claims)
  • Check the date of publication (to see if the story is relevant and up to date)
  • Ask if it is a joke (to determine if it is meant to be satire)
  • Review your own biases (to see if they are affecting your judgement)
  • Ask experts (to get confirmation from independent people with knowledge).
 
Read more at https://www.ifla.org/ifla-publications, including the latest IFLA journal, October 2018, is a special about Privacy, https://www.ifla.org/files/assets/hq/publications/ifla-journal/ifla-journal-44-3_2018.pdf
 

Fact-checking The sites below generally review specific news stories and claims.

  • Displays news coverage from “left”, “right”, and “center” sources. Use with caution as the categories are generated by users and reflect public perceptions of each news source rather than any actual bias in the individual articles displayed.
  • A product of the Annenberg Public Policy Center, this site is terrific for checking up on political claims.
  • Fake news database, tasked with “tracking fabricated news created to mislead”
  • The Pulitzer Prize-winning Politifact researches the claims of politicians and checks their accuracy.
  • One of the oldest debunking sites on the Internet, Snopes.com focuses on widely circulating urban legends, news stories and memes.
  • Hoax-Slayer specifically focuses on email hoaxes, identity theft scams and spam.
  • Focused primarily on political stories.
 
Watch this video tutorial about how to choose your news https://www.youtube.com/watch?v=q-Y-z6HmRgI
With the advent of the Internet and social media, news is distributed at an incredible rate by an unprecedented number of different media outlets. How do we choose which news to consume? Damon Brown gives the inside scoop on how the opinions and facts (and sometimes non-facts) make their way into the news and how the smart reader can tell them apart
 
Illustration by Sabrena Khadija used under a Creative Commons license.
 
Curated by Mike Stuart, 1stonline.us