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WHAT CONTENT MARKETERS USE TO CREATE MEDIA YOU ACTUALLY CARE ABOUT

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Here’s how content marketers spot influencers, search-optimize their writing, conduct surveys for deep-dive research and more.

ontent’s a funny thing. Writers often chafe at the word for its almost Orwellian lack of descriptiveness. Add a hashtag, and #content doubles as an ironic acknowledgment of the online impulse toward eternal passive consumption. Infinite scrolls calls for infinite output.

With all that demand, it can feel like no one grasps the paramount importance of crafting thoughtful content that genuinely resonates — be it a blog post, a research roundup, the perfect viral video or some other piece of produced work — quite like those who create and amplify it do.

Unlike traditional advertising, content marketers bring brands to consumers’ attention not with invasive ads, but by entertaining and educating them. For San Francisco-based Tanaz Ahmed, currently of HackerRank, that has entailed being both creator and strategist. In addition to blog-writing, podcasts, research projects, customer interviews, she has also had a hand in social media, SEO and plenty else throughout her career. 

“Content marketers set strategies; it’s not just writing whatever comes to mind,” Ahmed said. “It’s usually part of broader campaigns. People sometimes aren’t aware that’s part of our role, and such a big part.”

Another Bay Area-based content marketer, Amisha Gandhi, focuses on B…

Read full story at https://builtin.com/growth-hacking-marketing/content-marketing-tools

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Google’s Advertising Platform Is Blocking Articles About Racism

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On Martin Luther King Jr. Day this year, the Atlantic decided to recirculate King’s famous “Letter From Birmingham Jail,” which the magazine had run in its August 1963 issue and republished, in print and online, in 2018. Several hours later, the publication’s staff noticed that Google’s Ad Exchange platform, which serves many of the ads on the Atlantic’s website, had “demonetized” the page containing the letter under its “dangerous or derogatory content” policy. In other words: As part of its efforts to protect advertisers from offensive internet content with which they would not want their products to be associated, Ad Exchange had locked out one of the most important texts of the civil rights movement.

Google controls more than 30 percent of the digital ads market. A big chunk of that business happens through Ad Exchange, a marketplace for buying and selling advertising space across the web. According to its publisher policies, Google does not monetize, or allow advertising on, “dangerous or derogatory content” that disparages people on the basis of a characteristic that is associated with systemic discrimination—race, gender, sexual orientation, disability, etc. As the policy outlines, this might look like “promoting hate groups” or “encouraging others to believe that a person or group is inhuman.” Because of the scale of Google’s ad-serving business, however, it can’t enforce this policy on the front lines by hand, so instead the company uses an algorithm that, in part, scans for offensive keywords in articles. But the system doesn’t always take context into consideration. Several mainstream publishers, including Slate, have had articles demonetized under this policy when covering race and LGBTQ issues.

Read the entire article @ Slate.com

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