Brilliant Reads: content today, journalism tomorrow & our 2016 briefing events

Why content is more than just ‘stuff’

In a piece for Campaign last week, Dave Trott recounts a story about a roundtable on content for senior ad people. He says that he asked for a definition of content, and the event left him with the impression that it is “seen as just stuff” and that “the delivery systems are what’s important, not the content”.

Lauren responds to that suggestion in this post, arguing that while some agencies and brands may define content that depressing way, plenty of others don’t. She offers her own definition of content: a piece of information or idea that means something to a specific person in a specific time and place. Good content starts with the audience. You identify information they need or an idea they will be engaged by, that has a meaningful connection to your brand. You choose the right format to convey it. You select a publishing channel so that it reaches the right person at the right time.

What is content anyway?
3 minutes

Using a Slackbot to deliver content at the right moment

While you’re thinking about content delivery, take a look at how we integrated our voice, tone and style guide with enterprise communication tool Slack. Now, instead of our lovingly crafted guide gathering dust in a shared folder, it is immediately accessible via the communication tool we all use every day.

Need content? You could ask a Slackbot
3 minutes

BuzzFeed, why articles are no longer definitive and the emotions behind the headlines

BuzzFeed Founder and CEO Jonah Peretti wrote this note to employees, outlining the strategy for the next 12 months – which boils down to being more global and more cross-platform. Peretti highlights the potential that comes from the scale and breadth of the BuzzFeed operation, and the ambition to have a positive impact on its audiences and the wider world. In refocusing the company after the ‘explosive growth of the past year’, BuzzFeed is once again reinforcing its credentials as a publishing force to be reckoned with.

A cross-platform, global network
9 minutes

Why are we allowing the constraints of print media to dictate the news?

In this piece from NYT labs, we are urged to consider the true potential of iterative, evolving news content. The key to this (currently) imagined future lies in what is sometimes called the semantic web – intelligent tagging of content at the point of creation, which allows information to be used in numerous ways.

The future of news is not an article
8 minutes

The emotional challenges of ‘hybrid media’

Traditional media are looking to BuzzFeed and other social news platforms for inspiration and guidance in the new media landscape. This piece, from the LSE journalism and society blog, looks at the challenge of harnessing data to create news that is not only shareable but beneficial and that breaks out of our individual social echo chambers.

How journalism is turning emotional and what that might mean for news
16 minutes

2016 briefings featuring Forrester Research

We are hosting two complimentary briefings on how to connect more in 2016: featuring concise trends presentations from Forrester and Brilliant Noise, followed by a Q&A and a group discussion.

Wednesday 25th November – content strategy
Make your content connect more in 2016
Featuring Ryan Skinner, senior analyst at Forrester Research

Tuesday 1st December – digital transformation
Make your organisation connect more in 2016
Featuring Martin Gill, VP, principal analyst at Forrester Research

Both sessions will be held in central London. To register your interest contact