Profile

Cover photo
Rachel Lovinger
Works at Razorfish
Lives in New York City
699 followers|133,415 views
AboutPosts

Stream

Rachel Lovinger
moderator

❖ Jobs  - 
 
Some folks I know at Martha Stewart Living are looking for a Metadata Manager & Taxonomist to work on digital projects. Not exactly a content strategy  position, but it's content strategy adjacent! #metadata  #taxonomy
Metadata Manager & Taxonomist MSLO is in search of  an experienced Metadata Manager to join the Digital Product Development team.  This role is responsible for the designing & implementing of taxonomies as well as championing and leading the strategy, effectiveness and best practices of metadata as well as how data can enhance the experience & findability of MSLO digital properties. Responsibilities Coordinate, assemble and maintain business and ...
1
Add a comment...

Rachel Lovinger
moderator

▸ General repartee  - 
 
The Facebook Content Strategy Fellowship is back. So, if you know a student who might like to learn more about content strategy, tell them to apply! 
3
3
Rachel Lovinger's profile photoHannah Adcock's profile photoSascha Stoltenow's profile photoKelly Harbaugh's profile photo
 
I should add - the fellowship grants an all-expenses-paid trip to Confab Central. Here's some more info on the Confab blog: http://confabevents.com/blog/the-2014-facebook-content-strategy-fellowship

(We're going to have a post about it on Scatter/Gather soon too).
Add a comment...

Rachel Lovinger
moderator

▸ Governance  - 
 
My new post on Scatter/Gather is about why some people really don't like the word "content".
The lowly carrot, elevated to an art. Photo by T.Tseng. Let's talk about the word “Content”. When you have a word in your job title, you tend to notice how people are reacting to it. When I started working in the field of content strategy, the impression was that no one wanted to hear about ...
10
3
Destry Wion's profile photoSascha Stoltenow's profile photoMichael Zachrau's profile photoSteven Kamminga's profile photo
2 comments
 
Hard to argue with this line: "Hating on the word “content” is like a chef saying “I don’t make food.". In fact we could say content is another essential sustenance we need to survive. 
Add a comment...

Rachel Lovinger
moderator

❖ Jobs  - 
 
A friend & coworker has been passing around this link for a job opportunity at UNICEF. They're looking for a Taxonomist. Could be a great opportunity for one of the information scientists among us!

#taxonomy #search
2
1
Rachel Lovinger's profile photo
Add a comment...

Rachel Lovinger
moderator

▸ General repartee  - 
 
The first wave of SXSW talks have been announced, including a 4-hour version of the Content Modelling workshop that I do with +Cleve Gibbon. I haven't had a chance to go through all of it, but +Kristina Halvorson has a featured talk ("Go Home Marketing, You Are Drunk") and +Sara Wachter-Boettcher will be doing a workshop on Content Everywhere. Anyone else going?

 
2
Cleve Gibbon's profile photoDestry Wion's profile photoEdge5 Marketing's profile photo
3 comments
 
It would be AMAZING to attend this fantastic event.
Add a comment...

Rachel Lovinger
moderator

❖ Jobs  - 
 
Another exciting job opportunity! My friend +Maggie Stanphill heads up Content Strategy at Google, and they're looking for a Content Strategy Lead to join the team in Mountain View. #google
15
6
Sascha Stoltenow's profile photoMaggie Stanphill's profile photoKaren Hodkinson's profile photoWebpresence Ltd's profile photo
10 comments
 
Maybe that's your next move, Destry :)
Add a comment...
In her circles
407 people
Have her in circles
699 people
Irene Walker's profile photo
Isabella Salomonsson's profile photo
Brigitte Alice Radl's profile photo
Doreen Moran's profile photo
Sophie Ekwe-Bell's profile photo
Krista Thomas's profile photo
Meredith Pressman's profile photo
Bob Maynard's profile photo
Robert McCutcheon's profile photo

Rachel Lovinger

Shared publicly  - 
 
Love this movie. Just thinking about it makes me laugh. The story has its weak points, but Will Ferrell is at his best as Buddy the Elf.
When one of Santa's elves learns that he's actually a human whom Santa inadvertently brought back from an orphanage when he was a baby, he sets out for NYC to track down his r...
5
Drew Wallner's profile photo
 
It's a holiday staple in our family, and I think of it every time I consume or shop for maple syrup.
Add a comment...

Rachel Lovinger

Shared publicly  - 
 
 
A friend & coworker has been passing around this link for a job opportunity at UNICEF. They're looking for a Taxonomist. Could be a great opportunity for one of the information scientists among us!

#taxonomy #search
View original post
2
Add a comment...

Rachel Lovinger
moderator

▸ Governance  - 
 
Another good one from +Robert Rose. He makes the case for a clearer distinction between Content Marketing and Content Strategy - and working harder to apply the right people with the appropriate skill set to the respective areas of responsibility. Lots of good points made, and I hope this opens up more constructive conversations about the relationship between the two disciplines.

http://contentmarketinginstitute.com/2013/10/content-strategy-content-marketing-separate-connected/  
[I also posted this to the end of a long thread from several months ago. but I don't want it to be buried there so I've made it a new post as well.]

#ContentMarketing  
11
3
Content Strategy Forum's profile photoSascha Stoltenow's profile photoDan York's profile photoJean Hoffmann's profile photo
8 comments
 
+Rachel Lovinger Better, even. Thank you.
Add a comment...

Rachel Lovinger
moderator

▸ Content (the glue)  - 
 
I somehow missed this last week, but just became aware of the big reveal that actual people were behind the @Horse_ebooks twitter account. I then went down a rabbit hole of reading reactions to the event, and it's kind of fascinating. I can't say I was ever really into @Horse_ebooks- the few times I stumbled across retweets I thought it was charming enough, but didn't give it a lot of thought. 

However, the things that this reveal are bringing up in people are really interesting - strong emotions of disappointment and sadness and anger. 

It's an odd twist on the "authorship" debate. People loved @Horse for the seemingly random beauty of it's nonsensical tweets. Can they still appreciate that beauty when it turns out that it wasn't a bot scraping eBook material, but was actually intentional writings by two human beings? Does the context of it being "performance art" change the meaning of the content so much that it ruins it for people?

The second thing that seems to get people upset is the idea, long suspected by some and now confirmed, that these efforts were part of a very slowly played campaign, now being used to promote some new media projects by the owners of the account. That may not have been the original intention, but that's what it's become, and this is somehow less palatable than the original attempts of this account to promote the sale of ebooks. Admittedly, those promotions were much more transparent. But it's interesting that these verbal gems have lost their luster now that they've been revealed to have a previously undisclosed purpose. It makes me think about why some attempts at "branded content" catch on, some don't, and some make people really, really angry.

I don't have any conclusions from all this, but after reading so many articles about it this afternoon, I had to share!

I'll add some links to some of the things I've been reading.

#BrandedContent  
7
1
Rachel Lovinger's profile photoTimothy Halloran's profile photoJoe Pairman's profile photoTobe Freeman's profile photo
10 comments
 
Thanks for sharing this, Rachel. I must admit, I was a bit disappointed when I heard the truth about @Horse_ebooks. The appeal of the account to me was the idea that a bot was surfacing random bits of human communication, and sometimes they'd accidentally be really poetic, just as Dan Sinker says. The disappointing thing isn't what the account owners really were or weren't trying to promote; it's just finding out that the random poetry was actually carefully crafted.
Add a comment...

Rachel Lovinger
moderator

▸ Content (the glue)  - 
 
I'm not sure why, but I found this kind of amusing. I don't have access to the full report, but it made me wonder if people's attitudes towards email marketing are improving because they like email better, or because companies are getting smarter about the content of those emails. 

If anyone has read the full report, let us know if they get into discussion of the source of that shift. Or, if you have opinions on it based on your own experience, I'd love to hear that too. 

#email #contentmarketing
Why Read This Report. Forrester used Consumer Technographics® data to evaluate consumers' attitudes toward email marketing and found that these attitudes have improved significantly. Marketers can harness these attitudes if they address the aspects of their email programs that users complain ...
1
1
Rachel Lovinger's profile photoKevin Potts's profile photo
2 comments
 
Very interesting. I'm sure it's a variety of factors, and not just "people are getting more used to email." I just wonder how well a report like this can capture all the influences at play. 

I also want to point out that I'm not asking anyone to post or share unauthorized copies of this report. Just interested in discussing the ideas behind it. :)
Add a comment...

Rachel Lovinger
moderator

▸ Tech & design stuff  - 
 
Great piece by +Cleve Gibbon on Content APIs. I think it's so important for Content Strategists to get involved in these kinds of discussions, so they can help make sure these things are designed to support strategic content goals. 
14
3
Darren Pike's profile photoSally Bagshaw's profile photo
Add a comment...
People
In her circles
407 people
Have her in circles
699 people
Irene Walker's profile photo
Isabella Salomonsson's profile photo
Brigitte Alice Radl's profile photo
Doreen Moran's profile photo
Sophie Ekwe-Bell's profile photo
Krista Thomas's profile photo
Meredith Pressman's profile photo
Bob Maynard's profile photo
Robert McCutcheon's profile photo
Places
Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Currently
New York City
Previously
New York - Paris - Prague - Albuquerque
Links
Contributor to
Story
Tagline
My primary G+ account
Introduction
Soul of a hippiechick, spirit of a cyberpunk, lifelong infovore
Bragging rights
"International Guest Speaker"
Work
Occupation
Content Strategist
Employment
  • Razorfish
    Experience Director, 2006 - present
  • Time Inc.
    various, 1999 - 2006
Basic Information
Gender
Female
Apps with Google+ Sign-in