Working in a large firm has its advantages

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Image by Gerd Altmann from Pixabay

No one could have predicted the impact of Covid-19, and that includes the Disney empire. The plague damaged Disney’s revenues immensely. Its amusement parks were immediately shut down. Its blockbusters to-be, like the live-action version of Mulan, were delayed almost indefinitely. But Disney still has plenty of money in its reserves. It could have easily count its losses while waiting for the cinemas to reopen, as some of its competitors did. Instead, Disney elevated the growing need for content on-demand, that Disney’s fans can watch at home, to launch Disney+. Less than a year post its launch, Disney+ is considered to be Netflix’s second-largest competitor (after Amazon Prime Video), with over 86.8 …


Teamwork matters more than you know

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Photo by Sheri Hooley on Unsplash

Hiring a content manager can boost your organization’s marketing performance on so many levels. It is excellent for creating a unique tone of voice for your brand. It is beneficial for SEO and producing mass loads of content in a shorter time. Also, it is excellent for the creative team to have a wordsmith on board. But many organizations tend to get too excited about hiring a content manager for the first time — and perhaps go a bit too far.

It is often in job descriptions that I see content managers described as the professionals who “write, edit, and own” different kinds of written materials. This means handling SEO writing, copywriting, PR, social media marketing, assisting a senior manager (by writing content for talks and presentations), and managing the entire content niche in the organization — all at the same time. …


The LGBT fight against keyword blocking is going underway, Burger King’s moldy burger is winning awards, and another company is adapting to post Covid-19 era

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Photo by Unsplash
  1. New York Attorney General Letitia James has pleaded with Google and Apple to offer only apps developed by health officials for monitoring Corona patients in the app stores 😷. She also asked the two companies to bring more information from their suppliers about their privacy policy. This request follows a recent June survey, which found 71% of Americans do not intend to use monitoring apps due to concerns that commercial companies are misusing users’ information >> https://bit.ly/2Nfh5oS

2. YouTube is facing racial profiling class action ⚖ — The lawsuit comes from four African-American filmmakers who claim that YouTube’s algorithm discriminates against users. It should be noted that similar claims have also come up in a class-action lawsuit from the LGBT community last August. It is a sensitive time for Google to discuss racial profiling, and not only because of Black Lives Matter. Youtube CEO recently announced a $ 100 Million Fund to “Echo and Develop the Voices of Black Skin Creators in the Community” >> https://bit.ly/37IdKIa.


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Photo by Canva

A weekly summary of anything that is new and disrupting in the marketing industry.

This time, we dig into the continuation of the struggle on disinformation, as well as a slow — however optimistic — recovery from the crisis.

1. Despite its failed past attempts, Facebook is still testing news editing 📰. The technological giant once hired news editors to curate content for the users, fired the editors after replacing them with an algorithm only to archive it after it was said to promote “fake news.”

The new feature, Facebook News, is available to American users clicking on the More button on the app. It contains carefully selected filtered news (from trusted sources, with a great mass of users, and more). There is also an option to filter content based on tags, such as the Black Lives Matter protest. …


Smart practices used by the most prominent brands

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Photo by camilo jimenez on Unsplash

Elections are now being held in Israel for the third time within one year. Even when the third time isn’t quite the charm, it’s natural for everyone to want their content to be “elected” in terms of views and organic reach. Understandably, they believe the message will have a maximum impact if they respond to events in real-time. However, to get people’s attention, it’s not enough to write something powerful. You need to know the territory and conquer it creatively, to collaborate, and show devotion to the brand’s values. How? Here’s a story.

Back in 2018, the price of a 30-second Superbowl commercial was five million dollars. But in 2013, what got viewers’ attention was not a commercial. …


Just think of writing as your second job

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Writing a novel is a long-term adventure. You can’t finish and edit it in a few short sessions, like a short story, or a few hours, like a blog post. How long this adventure lasts? It mostly depends on you, writers. Do you work full or part-time? Do you write inside or outside of your residence? Do you write in the morning or the evening? And do you have kids, a very needy dog, or other distracting factors?

It’s been two years since I’ve started writing City of Dry Bones, a Hebrew horror thriller set in rural Israel, during the National Novel Writing Month in Tel Aviv. During that time, I got to speak with many writers, with different lifestyles and more or less free time than my own. Most of them have yet to finish their novel, and hopefully will do so in the current November or afterward. Those who had completed reported the writing lasted one to five years (!). I’m referring to writing only. …


The Q&A website is one of the few online places where Israelis and Palestinians can openly discuss the conflict — but not necessarily with one another

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Image by Bruce Emmerling from Pixabay

I never chose to be on the Israeli side of the conflict. I was born in central Israel. My native language is Hebrew. Like almost all of my friends, I served in the IDF. But even though I vote just like the next guy, I don’t tend to disclose my political opinions. For Quora, that didn’t matter. The minute I signed up, Quora noticed that field on Facebook informing that I am a veteran and started on sending targeted questions to my inbox:


What we can learn from the world’s biggest brands’ translation mistakes

A lost tourist holding a map
A lost tourist holding a map
Image by Grégory ROOSE from Pixabay

Imagine the following situation: You’re dragging a suitcase along the dining area at the airport to grab some overpriced snack before boarding your flight. All of a sudden, a scary poster seeks your attention. It informs you of some extraordinary dishes that will make you eat your fingers just to savor the taste of the dish. This not the opening scene of a low budget horror movie, but a true scenario that occurred in JFK airport, where passengers read a poster produced by the Chinese extension of KFC.

The Chinese KFC management branch removed the poster quickly, but the source for the mistake is clear. The verb lick in Chinese translates into eat in English, which ended up with the message that American diners have to pay with their fingers for munching on chicken wings. The Americans had a similar mistake when they tried to appeal to the Chinese market with the slogan “Pepsi brings you back to life.” Nobody in the American office considered that the slogan translates natively into “Pepsi brings you back from the dead.” Chinese culture is rich with mentions of the undead, and nobody needs Pepsi for a resurrection. …


In the end, we only hear certain parts, and remember even less

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Photo by Juja Han on Unsplash

Documentaries in general, and true-crime documentaries in particular, are my favorite genre on Netflix. I have already watched Kidnapped in Plain Sights, Evil Genius: The True Story of America’s Most Diabolical Bank Heist and Fyre: The Greatest Party That Never Happened and I keep browsing for more. However, I am the only one among my friends who like the genre, so when they are finally interested in what I am watching, I have to recreate the story for them. …


Digital natives wanted their jobs to “make a difference”, and some companies exploited that. This is how you win the generation’s trust back

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“Blood” test for a non-rotten tomato (photo by Pexels)

Back in the day, everyone wanted to work at Theranos. It was a MedTech company that intended to revolutionize the way blood tests are conducted and analyzed, by narrowing the sample needed for the test to a single drop. The company’s CEO and founder, Elizabeth Holmes, used to appear frequently on worldwide media. With bright blue eyes and Steve- Jobs-inspired jumpers, she discussed her so-called “mission” to make a breakthrough in affordable healthcare. …

About

Or Rozenberg

Content manager, writer & thinker. My Website: https://orrezz.wixsite.com/home

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