Insights, tools and research to advance journalism

Taylor Lorenz

Be pragmatic

Since experimentation costs time and money, even in the best cases, it’s critical to remain pragmatic when approaching new platforms. While experimentation is key, publishers who strategically approach new platforms and products are bound to see greater returns than those who post non-cohesive scattered content across a wide range of platforms. Often, it’s beneficial not […]

Integrate distributed content into the newsroom process

Sparking a cultural shift toward distributed content within a newsroom can prove especially challenging for smaller, regional, and more traditional publishers, some of whom even still maintain separate print and digital staff. One good starting point for such publishers is to get traditional editorial staff involved in content creation on new platforms. This could be […]

Build relationships with platform companies

Even publishers with the most social media-savvy newsrooms can feel at a disadvantage when Facebook rolls out a new product. A common complaint we heard from publishers at all levels is that it’s difficult to build partnerships with social media platforms. They seem to be holding all the cards. Even large publishers often feel in […]

Launch platform-first sub-brands

An increasing number of forward-thinking publishers have delved deep into the world of distributed content by launching sub-brands with content tailored specifically to the platform they live on. BuzzFeed launched its first distributed-only team in 2014 with BuzzFeed BFF, an experimental group within BuzzFeed and that created native content on Vine, Tumblr, Instagram and more. […]

Leverage community and partnerships to be more effective

Another popular way publishers have established themselves on new platforms is through a community-driven approach. Take Jersey Shore Hurricane News as an example. Launched after Hurricane Sandy, this news brand focused on local New Jersey news. The brand started with a shared Facebook page and Instagram account, and it is built around contributor culture. None […]

We’re all in this together

One of the biggest takeaways from our summit was that all publishers, large and small, experience many of the same headaches when approaching distributed content. Even publishers in prime positions, like Mashable, which is both a Facebook and Snapchat media partner, still don’t feel in a position of power. A coveted spot in Snapchat Discover […]

Choose the right platform for you

The most important first step when you’re beginning to consider distributed channels, people told us, is to determine what type of platforms to embrace and which to hold off on. Do not try to do everything at once. Set criteria for determining which new platforms to explore and think about what existing assets you can […]

Distributed content: The best ways to build sustainable platform strategies

The potential audience for news has never been larger, yet reaching that audience directly has never been more of a challenge for publishers. Thanks to the explosion of social media and smartphones, people are consuming content constantly, but they are far less likely to discover or consume that content on publisher websites. Websites will, of […]

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