Two more bodies were recovered, while three people remained missing on the second day of rescue operation in Leh’s avalanche-hit Khardung La Pass, located at an altitude of 18,380 ft.“After two days of rescue operations, seven bodies have been recovered. Three remain missing, for whom the rescue will resume at the first light on Sunday. The seven bodies are being airlifted to Zanskar on Sunday morning so that they can be handed over to their families,” deputy commissioner of Leh, Avny Lavasa, told The Hindu. The rescue was called off on Friday evening due to inclement weather and was resumed on Saturday morning. High-tech gadgets, including human detectors, and sniffer dogs were used to trace the civilians buried under snow, said an official.Five locals killed in the avalanche were working as porters with the Army. Two vehicles carrying 10 civilians were swept away and buried under the avalanche of approximately 20 ft depth and 800 m length which hit the Khardung La Top-South Pullu stretch on the world’s highest motorable road on Friday morning. The rescue is being jointly carried out by the State police, the Army and the State Disaster Response Force. It is likely to enter a difficult phase on Sunday as the meteorological department forecast more snow in Kashmir and Ladakh in the next three days and possibility of more avalanches in the upper reaches.Fresh avalanche warnings Divisional Commissioner, Kashmir, Baseer Ahmad Khan on Saturday issued avalanche warning for nine avalanche-prone districts of Kashmir division.“The warning has been issued for the avalanche-prone areas of district Anantnag, Kulgam, Budgam, Baramulla, Kupwara, Bandipora, Ganderbal, Kargil and Leh,” said Mr. Khan.People living in areas were advised “not to venture out to avoid the loss of lives”.“Deputy Commissioner are asked to take all the precautionary measures and to keep the SDRF, police and para-medical staff with ambulances in readiness to avert any untoward incident,” said Mr. Khan.
MOST READ LATEST STORIES SEA Games hosting troubles anger Duterte Manny Pacquiao’s knockout loss against Juan Manuel Marquez in 2012 did not bother him as much as the setback he suffered against Floyd Mayweather Jr. in 2015.According to Hall of Fame coach Freddie Roach, Pacquiao was never the same fighter in the aftermath of being stopped as a pro. But he explained that Pacquiao, who suffered stoppage defeats in the early days of his career, saw the knockout loss as just another part of the sport.ADVERTISEMENT Hotel management clarifies SEAG footballers’ kikiam breakfast issue “Manny Pacquiao knows that being knocked out is part of the sport and accepts it more than anyone else,” Roach told boxingscene.com. “It’s part of the sport, unfortunately, things happen and that night things did not go our way.”Pacquiao (60-7-2, 39 KOs) is training under Roach, best friend Buboy Fernandez and strength and conditioning coach Justin Fortune for his defense of the World Boxing Association (WBA) “regular” welterweight title against Adrien Broner (33-3-1, 24 KOs).FEATURED STORIESSPORTSPrivate companies step in to help SEA Games hostingSPORTSUrgent reply from Philippine football chiefSPORTSSEA Games: Biñan football stadium stands out in preparedness, completionThe contest scheduled Jan. 19 at MGM Grand in Las Vegas, with Showtime Pay-Per-View carrying the bout.In the same Las Vegas venue in 2012, Pacquiao faced Marquez for the fourth time in their rivalry. Private companies step in to help SEA Games hosting New season—not ROY plum—on Perkins’ mind TS Kammuri to enter PAR possibly a day after SEA Games opening In the sixth round, Pacquiao appeared to be on the verge of securing a stoppage win when Marquez, in the final seconds, clipped him with a perfect counter and the Filipino star was knocked unconscious.While there was always some talk of a fifth encounter, Marquez made a career decision to reject that option and eventually retired.“We were a a punch away from getting the same result on the other side. If Manny had not lost his balance, he would not have been beaten that way,” Roach recalled.“When they knocked me out the first time I was never the same, but Manny Pacquiao sees it as part of the sport and that’s why I think he’s so efficient.”In 2015 also in Las Vegas, undefeated five-division world champion Mayweather beat Pacquiao by unanimous decision in the bout billed as “The Fight of the Century.” —BOXINGSCENE.COMADVERTISEMENT SEA Games: Biñan football stadium stands out in preparedness, completion Manny Pacquiao part of 2019 SEA Games opening ceremony PLAY LIST 00:36Manny Pacquiao part of 2019 SEA Games opening ceremony00:50Trending Articles00:44Manny Pacquiao on Floyd Mayweather: Let him enjoy retirement02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City01:07Trump talks impeachment while meeting NCAA athletes02:49World-class track facilities installed at NCC for SEA Games02:11Trump awards medals to Jon Voight, Alison Krauss SEA Games: Biñan football stadium stands out in preparedness, completion LOOK: Joyce Pring goes public with engagement to Juancho Triviño Sports Related Videospowered by AdSparcRead Next Is Luis Manzano planning to propose to Jessy Mendiola? Don’t miss out on the latest news and information. View comments
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack SEO Topics: Originally published Jun 22, 2007 11:55:00 AM, updated October 01 2019 JULIET: ‘Tis but thy name that is my enemy; Thou art thyself, though not a Montague. What’s Montague? it is nor hand, nor foot, Nor arm, nor face, nor any other part Belonging to a man. O, be some other name! What’s in a name? That which we call a rose By any other name would smell as sweet; So Romeo would, were he not Romeo call’d, Retain that dear perfection which he owes Without that title. Romeo, doff thy name, And for that name which is no part of thee Take all myself. I will leave to Juliet any thoughts about how appealing Romeo would be if he had a different name. But what I can tell you is that your domain name has a big effect on your ranking in Google and other search engines. Here are some of the reasons to look into buying a premium domain name.1) Look bigger than you are. Even a small business can look big on the Internet if you have the right domain name. If you are a local marketing firm, you look like you know what you are doing if your URL is www. LeadMarketing .com instead of www. MyCambridgeMarketing-Online .net And, usually a premium domain is far less expensive than many other marketing activities.2) Get more traffic. With the right domain name, you can get more traffic to your website in two ways. First, some people will just type in your domain into the browser address bar and see what happens. If you own the domain, your website will be what comes up! Second, if you have good keywords in your domain, it is much easier to get ranked on the first page of search results, driving more traffic to your website. Google and other search engines assume that if you have keywords for a search in your domain, then that website is a good search result that has relevant content, and that means you get ranked higher.3) Upstage your competition. What better way to stand out from your competition than to have a website with the best URL for your industry? How would you feel if your competitor all a sudden ended up with the perfect domain name?4) Acquire an asset. Most marketing expenses are impossible to recover any portion of the cost. The nice thing about premium domains is that they are an asset you can always sell later. And recently, most domains have been increasing in value, so you might even end up making money on your investment. Of course, past performance is no guarantee of future results.Now that we have covered some of the ways that a premium domain can benefit your business, let’s discuss how you can evaluate a domain to decide how valuable it will be. Here are some of the things to think about so you can choose the best name for your company.1) Generic keywords are good. Most businesses really can’t spend the money to build a brand around their company name, this is especially true for small businesses. So, if you can buy www. computers .com, you should do it, since it will be better for you than www. gateway .com.2) Avoid punctuation and extraneous words. Adding a dash into a URL makes it harder to type and look less professional, so avoid it if possible. Also, adding generic words like “my” or “best” or “the” or “online” to the start or end of your URL is not a good idea. They don’t add any value.3) Try to get a .com domain. Unless you are a nonprofit or outside the US, most people assume your business will have a .com domain extension and will usually have trouble remembering your URL if it ends in .net or something else. Domains ending in .com have always been in higher demand and command higher prices than any others.Now that you understand the value in having a premium domain and how to pick a good domain, maybe you should think about buying one? If you are interested in buying a premium domain, there are a number of services to do so. At HubSpot we have used BuyDomains.com before and we have found BuyDomains to be a great place to buy a premium domain.Have you bought a premium domain? Have you found it to be a useful tool for your business? Leave a comment below and let me know.
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Marketers considering ads always ask me the same thing: “How much should I spend?”It’s a good question — an important question — but it’s the wrong question. The right question is: “For every dollar I spend on ads, how much will I get back?”If you know the answer to that question, or at least have an educated guess, it matters less how much or little you can spend. To help you figure this out, we’re launching a free tool called the HubSpot Advertising ROI Calculator.This simple calculator allows you to explore how different metrics will impact the profit and ROI you can expect from ads. It will help you get the math right, so whether you have $100 to spend or $100,000, you won’t have to guess at the outcome. Ready to give it a try? Click here to check out the HubSpot Advertising ROI Calculator.How to Plan for Ad Spend SuccessToo many marketers tell me about getting burnt by ads. They build an AdWords campaign to rank for important search terms, it drives clicks, traffic, and leads, but ultimately their ad spend outweighs the impact of the ads.These marketers end up learning a really expensive lesson — one that could be easily prevented by following these simple steps … 1) Do the math.Ads aren’t right for everyone. Some industries have extremely high competition with astronomical CPCs. Some products have too low of an average sales price for the economics to work.To determine if ads are worth your time, run the numbers specific to your business through our calculator. With the tool you can explore how a change in numbers, a lower CPC or higher close rate for example, will impact a campaign. This will give you a better idea of what it will take to create an ads campaign that makes you money.2) Never set it and forget it.Try not to look at ads as a shortcut. It’s possible to get to a place with ads where they become a recurring source of profit … but typically that’s not how things start.Don’t be surprised when a week after your campaign launches your ads aren’t generating tons of profit. Examine the data and make improvements to your ads targeting, creative, and landing pages.Incremental improvements in clickthrough rates and conversion rates can have a huge impact on profit. Use the ads calculator to explore the impact these changes could have. Watch your ads like a hawk for the first month and you’ll avoid big mistakes.3) Don’t place your ads in a vacuum.Ads act like a megaphone to amplify your marketing campaigns and content. The more complete and well developed your campaigns are, the better your ads will perform.Think about it: Which ads do you think perform better? Those promoting your homepage or those promoting a remarkable piece of content that helps someone?Bingo. Those promoting awesome content.Campaigns that use ads should be treated like other campaigns. Establish your goals first, build great content, focus your message and optimize your landing pages, then figure out how ads can help amplify your message. Taking this combined approach and only using ads as a strategic component of your marketing campaigns will pay off.So how much should you actually spend on ads?Assuming you’ve run the numbers and now know what you can expect in terms of profit and ROI, it’s time to launch a campaign. To do this you’ll have to make two budget decisions, regardless of where you are advertising:Total campaign budget or duration: How much do you plan to spend in total? How long will the ads run for? Be aware that if you don’t set a limit there will be no maximum or end date.Daily budget: How much do you want to spend a day?There are two ways I see most marketers use ads, short-term and long-term. Let’s take a look a both …Short-term ads. Budget = at least a few hundred dollars over a month.When marketers use ads for a short-term goal, it’s usually to jump start a campaign or boost content that needs a bump. These ad spends are generally smaller and shorter, but can be large.If you have a few hundred dollars to spend, spend it this way. Create a social post that promotes a piece of content and then use your ads to boost the post. Facebook, Twitter, and LinkedIn all have good solutions for this. Make sure you use the social network that gives you the best targeting for your persona and returns the most valuable leads. Measure this by assessing the quality of the leads generated after the campaign.Long-term ads. Budget = at least a few thousand dollars over a quarter.Ads can be a great solution in a pinch but if you really want to use ads strategically build them into your overall marketing strategy. This means more consistent, quarterly ad spends.Consider how potential customers make purchase decisions and use ads to influence them. This may mean always relying on search ads or retargeting to make sure prospects find you when they are ready to buy. You’re more likely to accumulate better data taking this approach, which will allow you to get more sophisticated in how you optimize your ad spend.Whatever budget you choose and whichever approach you take, make sure to ask a lot of questions about your ad spend. Even with the right approach, it’s easy to burn through money fast. Safeguard yourself by knowing what to expect and having clear expectations. Originally published Jul 19, 2016 6:00:00 AM, updated August 03 2017
Because of their exceptional traction, roast will introduce your blog to new audiences — the State of the Twittershere introduced the Inbound Marketing Blog to newspaper readers and France and Canada for the first time. This, in turn, will help expand you blog’s reach. State of the Twittersphere cartoons On the Inbound Marketing Blog, we’ve been using Spinach – Healthy, Thoughtful Posts Ian-S Clearly a great blog Tabasco – Articles That Start Fires You should work hard to make sure you’re good at these posts — that you can whip them out, and that your readers engage with them and like them. runaway wind rmburnes Inbound Marketing & the Next Phase of the Web ” is a good example. , Roasts – Big, Hearty Projects I hosted. For this blog, I focus on five categories of posts. Last week report is a great example. It took a lot of time to pull the data together and do the analysis, but it got great traction. Download the free Advanced Business Blogging webinar Content Types Jurgen Appelo Like this article? massdistraction Raisin Bran – Useful, Everyday Posts The challenge with a roast is to make sure you pick the right project. It’s a lot of time to invest in a single article, so you need to make sure you’re producing interesting, unique information. to add levity. However you accomplish it, the key to successful chocolate cake posts is simple: have fun. , got me thinking about food as metaphor to describe them, so I thought I’d share what I came up with. thrives on a mix of content — but what type of mix? These are posts that take a lot of time, but that get a lot of attention and inbound links. Our and What do you think? , These are the posts that establish your business and your blog as a thought leader. They’re posts that probe new developments in technology and changes in your industry. They’re generally a little longer than typical posts, and they take longer to write. My Post ” Originally published Jan 23, 2009 8:22:00 AM, updated October 20 2016 Chocolate Cake – The Sweet Stuff What kind of posts do you publish on your business blog? Topics: A Message for the Post Office: Direct Mail Is Dying .” This upset a lot of our readers who rely on direct mail. They spoke up — sometimes in sharp tones — in the comments, and we had a lively discussion. Lots of people linked to the article with posts of their own, and the result was that a lot of the nuance about direct mail and its status was uncovered. You can’t do these posts everyday. But they’re an important part of your overall blog mix. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack , barron Make sure you do these from time to time (and take the time to do them well), but don’t do them too often. Too much spinach, and your readers will get tired of it. Flickr Photos: Every so often you need to write an article that asks tough questions. These posts might upset a few of your readers, but they also launch important, valuable conversations. For example, last week I did a post called ” Every blog needs fun stuff that goes down easily and shows that you don’t take yourself too seriously. These types of posts come in all sizes, shapes and forms. If you publish a business blog, you probably know how easy it is to get stuck in a rut, writing the same articles over and over again. videos
What the Fk is Social Media? How to interact on Twitter: @ Intro Survey by B to B Magazine and the Association of Natinoal Advertisers ! Register here: Most looking to implement in the next year (1) blogging (2) mobile (more for BtoC) karenrubin Webinars are almost exclusively for B2B – 48% of B2B marketers said they were effective, only 6% of B2C said they were effective www.HubSpot.tv , 13 hours of video is upload to YouTube every minute : If you’ve been watching HubSpot TV for the past year, you’d be ahead of the curve! Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack More focus on demand generation – from 39% to 47% of people – also a drop-off of people saying brand building was the goal 3 out of 4 Americans use social technology – Forrester HubSpot TV 1 Year Anniversa Marta Kagan, @ Marketing Takeaway Closing Watch the Tweetup Promo Video: Download the free webinar JamonHolmgren asks, B to B marketers embracing social media at an increasing rate Microsoft and Yahoo sitting in a tree…K.I.S.S.I.N.G! “Providing accurate, useful information that informs in a non-self-promoting manner gains credibility,” mzkagan Managing Director of US for Espresso Originally published Aug 2, 2009 8:54:00 PM, updated July 04 2013 81% of BtoB marketers using LinkedIn, then Twitter, then Facebook (Twitter much higher for B2B, Facebook lower for B2B) 5 billion minutes spent on Facebook each day Blogging in a Flooded Market Shouldn’t Mean Failure Marketing Takeaway “Bing also surfaces only the top 5 results for many queries, meaning a higher concentration of clicks on those top results.” Webinar: How to Use Online Video for Inbound Marketing Defininga “tweet” for the uninitiated and explaining how to create an accountdoesn’t resonate with everyone. “Why would I want to do that?” is acommon reaction. However, demonstrating the power of Twitter as adiscovery engine for what is happening right now through our Search andTrends often awakens a sense of wonder which inevitably leads to a muchmore compelling question, “How do I get involved?” “thebig takeaway is that Bing will now power search on Yahoo! and Yahoo!’ssalesforce will sell the premium (non-self service) search advertisingfor Yahoo!/Bing” http://itunes.hubspot.tv/ You will want to optimize for Bing since it will have a reasonable % of market share , @ Social Media Defamation Lawsuit “Beyourself and blog about the things that excite and interest you(without sounding like a commercial, of course) and you’ll be fine,” Don’t panic! You have some time on this onebut be aware that it is going on and you will probably want to optimizefor it eventually. : Make sure you understand the engagement process for your customers. Marketing Takeaway #2 “Themore you can build relationships and trust with the online leaders inyour community, the more traffic you’ll get on your site, and the morepeople you’ll be able to convert to leads and sales,” ” Top 10 Things the Microsoft/Yahoo! Deal Changes for SEO Bingvalues “keyword use in subdomains and root domain names (Google lovesexact keyword matches, but Bing really likes any keyword placement inthe sub or root)” Headlines Forum Fodder: 57% of B2B marketers “using social media channels” compared with 15% two years ago : As a business, monitor and respond on Twitter, but think twice before blowing anything up. New Twitter homepage puts search at its heart ry Tweetup Marketing Takeaway Next Week: Bonafied Marketing Genius Doing it Right http://www.youtube.com/watch?v=UKaJs4L290A UPDATED: Rounding up the buzz… Will one Chicago woman’s Tweet cost her $50,000? http://hstv1year.eventbrite.com “Rememberthat Yahoo! said full implementation may lag up to 24 months (2 years)behind regulatory approval (which itself could take months), so you’vegot some time.” mvolpe mzkagan Twitter Puts Search at Core of Homepage with AmandaBonnen: “@JessB123 You should just come anyway. Who said sleeping in amoldy apartment is bad for you? Horizon Realty thinks its ok.” Episode #51 – July 31st, 2009 HorizonRealty says she “maliciously and wrongfully published the false anddefamatory Tweet on Twitter, thereby allowing the Tweet to bedistributed throughout the world.” (She has 20 followers.) “What can I add to the conversation that a better programmeror graphic designer or SEO professional hasn’t already covered?” 93% of social media users believe a company should have a presence in social media Social media use soars among b-to-b marketers : Don’t tweet anything you wouldn’t mind having on the front page of Google.com. – Publish something creative on Slideshare. Marketing Tip of the Week , and @ in your tweet. How do you get started with YouTube, video podcasting, live streaming, or viral videos. Marketing Takeaway to learn how to use online video to grow your business with inbound marketing. Episode Length: 23 minutes, 23 seconds Subscribe in iTunes:
This guest post is written by Paul Gillin , writer, speaker, and online marketing consultant. Catch Paul speaking at the Inbound Marketing Summit in Boston, MA this October. Register with the code HUB200 and get $200 off the ticket price. If you follow social media marketing closely, you’ve probably heard the story of Fiskars , the Finnish maker of fine cutting tools that has used a private social network to dramatically boost specialty store sales. What’s less well-known is how customer communities have transformed the way this 300-year-old company does business.I wrote about Fiskars’ remarkable community of crafting enthusiasts called the Fiskateers in the introduction to my latest book, Secrets of Social Media Marketing. The company has leveraged this group to take its message to the under-utilized channel of small retailers. Reaching these merchants would have been prohibitively expensive if done by a core marketing team. So Fiskars let its customers do the talking. The result: a threefold increase in year-over-year sales.I recently caught up with Suzanne Fanning, Director of Communications at Fiskars Americas, to see how the program was going. In a word, very well. What I hadn’t understood from earlier interviews was the degree to which quality customer feedback comes to pervade everything the company does. The Fiskateers demonstrate why social media should be thought of as much more than just a marketing program.Some basics: Prospective Fiskateers must fill out an application form to gain entry. While the company rarely turns down applicants, this requirement gives members a feeling of belonging. Once you’re a Fiskateer, you’re special to Fiskars.And boy, are you special! When my wife, a hopeless crafting enthusiast, heard about this program, she immediately applied. A few months later, the company invited her to a local member meeting. Some 30 Fiskateers spent an entire day swapping techniques, trying out new tools and generally bonding with each other. Dana came home that day laden down with hundreds of dollars worth of merchandise. It’s safe to say she will be a Fiskars customer for life, and she’s not shy to share her enthusiasm.More Than a WebsiteThe company does plenty of live events at the local and national level to connect members with each other and with Fiskars. Its overarching goal isn’t to sell more scissors as much as to “have that emotional bond with consumers,” Fanning told me. “Customers didn’t have that bond with Fiskars the company, but scrapbooking and crafting is a very personal and intimate thing. We wanted to tap into that and say “We understand. We get you.”The meeting Dana attended was hosted by two Fiskars representatives, one from communications and the other from engineering. In fact, nearly every meeting of the Fiskateers now involves someone on the product development side. The value of the Fiskateers as a driver of product innovation was the great unexpected dividend of the whole program, Fanning said.At first, people on the business side resisted the idea of bringing customers into the product development process. There are competitive concerns, and frankly, engineers aren’t known for inclusiveness.Once the dialogue began, however, that resistance quickly melted. “We started with small projects to make Fiskateers feel like they were giving input and quickly they realized we were getting fabulous insight,” Fanning said. “They really wanted a voice in our company.”Speak, Customer!That voice of the customer now pervades nearly everything Fiskars does. Fiskateers are polled for advice early in the development process and the group has even taken responsibility for naming some new products. Engineers, who initially doubted the value of the community, renamed themselves the “Fiskaneers.”Fiskars now channels most of its first-line market research through the group, saving money and time. It no longer conducts expensive focus groups. Research has shown that the Fiskateers almost perfectly reflect the larger community of crafting enthusiasts.Fanning remembers one product manager who approached her looking for ideas for new shapes to head to the company’s line of cutting templates. Fanning posted the request to the Fiskateers and gathered 70 good ideas within 12 hours.Next LevelWith a hit on its hands, Fiskars is running with it. Some Fiskateers have been qualified as official product demonstrators. A new website now lets members submit and rate ideas for new products. Product managers hold live chat sessions to get feedback. Vendors of sewing machines and magnifying glasses devices have offered to buy advertising on the site.The lesson: social media is about much more than marketing. Anyone who touches or serves customers in any way can benefit from a closer relationship with those people. Recent McKinsey research revealed that a majority of companies that have bought into Web 2.0 marketing are finding benefits in other areas of their organization. Many say social media is changing the way they do business. Just like it has at Fiskars.Not every company can create a community like the Fiskateers, but then again, Fiskars never expected its program to be such a runaway success. Instead of looking for people who were passionate about cutting tools, it focused its energy on people who cared about what you could do with cutting tools. The results were more than a pleasant surprise. The company originally expected to recruit no more than about 200 Fiskateers. It will soon welcome its 6,000th member. Paul Gillin is a writer, speaker and online marketing consultant who specializes in social media. He’s a veteran technology journalist and the author of two books: The New Influencers (2007) and Secrets of Social Media Marketing (2008). Fiskars is an example of the kind of new media success stories the Inbound Marketing Summit will showcase. Discounted Inbound Marketing Summit Pass Marketing thought leaders will converge on Gillette Stadium in Foxboro, MA, October 7-8. Reserve your place at the conference now . Use the code HUB200 to get $200 off the ticket price. Topics: Social Media Originally published Sep 9, 2009 8:15:00 AM, updated October 20 2016 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
PR firms are naturals at and the blogosphere because of their relationship building skills. I’m not saying that they can do what they did in the past, but if they follow Originally published Nov 17, 2009 8:30:00 AM, updated March 21 2013 are becoming more and more available and affordable. The knowledge of your average SEO consultant or lead generation expert is now being codified and made available. Even though the knowledge base is changing at a rapid rate and will continue to change at a rapid rate, it’s maturing like all knowledge industries do. So, PR firms that are equipped with writes and start providing direction for the many activities required for an inter-disciplinary inbound marketing strategy. goes on to write can now do SEO, PPC and lead generation without a huge staff of technical resources and quants. to learn the findings from HubSpot’s recent research on new releases. leveraging social media While I applaud Brian’s focus on expanding the size of the funnel (lead dev), there are more nuanced activities that go on: positioning, messaging, crisis communications, relationship-building, training, etc. Such activities might only offer a tangential or indirect impact on lead development, but, they are still critically important to companies of all sizes. Based on my experience working with all kinds of agencies as HubSpot’s partner program manager, I believe that The Convergance of All Marketing Disciplines in-house analytical people PR firms are the best positioned Is PR Dead in order to serve clients effectively. : Based on my recent conversations with many different types of agencies, there is general agreement that now is an unprecedented time of convergence between all of the marketing disciplines. Creative content creation A few weeks back, HubSpot’s CEO, Brian Halligan, asked the question, ” PR Firms Will Probably Lead the Inbound Marketing Revolution If I were asked Brian’s question, I’d answer, “PR is not dead. PR firms will probably lead the way.” There are few SEO firms that are signing up clients at $10k/month for SEO alone anymore. PR firms are having a difficult time getting the retainers they’re used to getting without knowing how to help clients attract traffic through social media and search. Ad agency budgets are shrinking and PR agents are being asked to help clients move online. Web developers are struggling to sign up new clients for $50k website development work without a clear plan that demonstrates a 3 month ROI on that expenditure. they may be able to use Social Media to help evolve their industry. : Understand the value you are getting from your PR agency and their services. you need to be an expert at all things inbound marketing PR firms have tight ongoing high retainer relationships with their clients. PR firms are brought on as advisors and stewards of a company’s brand. From that perch, it’s much easier to Unless you are Rand-Fishkin-good at SEO or a Chris-Brogan-big in social media, PR is NOT dead. But, PR needs to change. With the highest retainers out of most types of agencies and often the least accountability to direct measurement of ROI, PR firms seem to have the most to lose. Brian wrote a follow-up post today that despite its provocative title is thoughtful and largely spot-on. PR firms are excellent content creators. tree photo by The lines between ad agencies, PR firms, marketing consultants, SEO firms, web designers and developers, are blurring. Firms can no longer pretend that their industry isn’t changing. is the most time consuming and difficult and most critical part of inbound marketing. SEO and lead generation can not be done without effective and creative content creation. We could probably spend a lot of time debating what’s more or less important in a PR mix, but we might miss the big point that PR and marketing are changing in a seismic way. Todd Video: How to be Smarter than Your PR Agency It’s a provocative question for a blog title. But, the blog post and the ensuing responses started a great conversation about how inbound marketing is changing PR. New PR guru, Todd Defren to offer inbound marketing services. Here’s why: influence the most important people in a company Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack and Who do you think is best equipped to lead the inbound marketing revolution? Who has the most to gain? The most to lose? Who will lead the way? Inbound marketing training Download the free video ?” marketing software Nezitic[x] Marshall Kirkpatrick’s guidelines for pitching bloggers None of this is new this year, but the problem with PR has become more acute.
When companies spend thousands of dollars developing a specific brand name or logo, they do so for a reason. This simple personification of the company’s image is often the one shot that businesses have to give their potential customers a quick and simple view into their business practices, goals and services. A company brand builds trust and credibility as well as focuses on specific demographics to drive traffic. Date and time: Never forget that the words you use to express your company are your portal to a prospective customer’s world. You must show them how you can make their life easier, more profitable, happier and more productive. If you can convey this message in all aspects of your content-driven marketing campaign, you can be successful in convincing your customers of how valuable you are to them. More than anything, treat your content with great care. The value of your content to your consumers can create a brand that people want. However, if your content is produced poorly, it could spiral your business into mediocrity. ‘t quite as easy with content. You must use your content to express yourself to your chosen demographic in a way that they will understand. Our online order form takes mere seconds to fill out. What are the distinguishing features of your services? What do you offer that your competitors cannot match? Are you a small business that can treat clients with personality or are you a super-business that prides itself on speed? Nail down the unique aspects of your business and your brand can be created with effective and interesting content. Have someone else read your work. It is best to use a professional editor. However, having a few employees or friends read your work can bring some hidden errors to the surface. Wednesday, April 14, 2010 at 12:30pm EST Your Credentials Product or Service Selection Consider whether this is a true statement. If you have multiple fields requesting payment information and order confirmation, this statement is probably not true. It may seem like a very small detail; however, honesty and clarity are always better than sales pitches. Tell your potential customers what information they will need before ordering. Take the image that you want to present to the public seriously, no matter what that image may be. When you talk to another person face-to-face, you have a distinct advantage. You can exchange ideas, ask questions, receive feedback and formulate your pitch based on what you know they want. A Originally published Apr 14, 2010 10:30:00 AM, updated October 20 2016 . You can also follow Corry on Your Resources 1. Avoid Hyperbole In Your Business Content BrandSome hyperbole is fairly obvious when it creeps from casual conversation into web site content. However, hyperbole can also creep into business content without you knowing it. These are broad statements that any company with a solid business plan could use to promote their services. They may not be as obvious as statements like “I could sleep for a century” or “Making this web site will kill me.” However, they can often be just as detrimental. Consider some examples: 3. Make Your Content Match Your Brand Use lists and short paragraphs. Readers will most likely be scanning your content to get the main ideas. Use these ideas as your headers and create content that can be easily summarized. Image:Depending on the strength and focus of your content, you might find that consumers begin to associate specific attributes with your business. By focusing on your image, you can quickly delegate your competition into a category that most people would consider bland. Suppose that you are a business that sells surfboards primarily to an 18-24 college student demographic. Beyond taking social media seriously, your content should be designed to grab their attention and convince them that you are their best choice. Try doing the following in this market: Reserve your spot now We offer quick and easy customer service that is accessible to everyone. 5. Focus on Your Company’s ImageTake into account how you want your visitors to view you as a company as well as how you are currently viewed in the industry. Every piece of content on your web site needs to define who your company is and what you offer that caters to your market’s individual needs. Some key talking points could include: 6. Leverage Your Key Content Branding ApproachesChoose some aspects of your business that you can use to create a specific vision of how your company values certain fundamentals of good business. Try choosing from the following when drafting content: Why should content be any different? In fact, branding your business with content is a way to show your web site visitors that you are the only solution to their problem. If you are in a competitive market saturated with “only solutions,” you need to, at the very least, use content to show your New Media thought leader, Brian Solis, will share how to implement and manage a Social Media Optimization (SMO) program. isn Personality:Try to highlight the aspects of your business that make you human. Many companies use pictures of their employees to reveal personality. However, it might be a good idea to use content in the same way. Try including personal profiles written in the first person. You can also include quotes from your employees to highlight what they enjoy about working with your company. copywriters. For more great information about improving the quality of your web content, visit Corry’s Content Writing Blog potential customer Character:Who are you? Where do you come from? What are your stances? Be honest and authentic. One wrong move in trying to be something that you are not could destroy your company image. Check your content for spelling and duplicates. Don’t simply rely on a spell checker. Read your content several times over a period of a few days to catch every error that you can find. Content Marketing cliff1066™ However, this SEO 2. Discover the Strengths of Your Business and Use ThemAbove all, the content on your web site should have a purpose and it should drive home the reasons why potential customers should buy from you. Perform some research and discover what your business does best. More often than not, such research reveals regional strengths. Without knowing it, you might be the only business in the area that sells a specific product. This could set you up to offer same-day delivery to your region. That is a selling point that sets you apart from your competition. Your content should highlight that aspect of your business. Customer Service Value Outsource your content. Sometimes it’s better to admit that you are not a writer and trust a professional writer to handle your content. If you have the funds in your budget and value the image of your company, it is best to make sure that your content brand is written well the first time. Knowledge that You Bring to the Table Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Use clever and humorous language designed to grab the attention of your audience. Topics: Use simple sales pitches to which college students can relate. Region From Which You Operate can more easily decide whether they trust you or not when they are actually looking you in the eyes. why you are their very best solution. Avoid listing too many facts and statistics. These will often turn your demographic off. Technology that You Use Live Webinar: Social Media Optimization Is The New SEO With Brian Solis Twitter. Photo Credit: 4. Create Flawless ContentNothing turns web readers off faster than content saturated with spelling or grammatical errors. Such mistakes show that you did not feel the need to invest much time or money into the face of your business. This can have a detrimental effect on the image of your company’s reliability and credibility. Check and recheck your content for errors and make sure that it stays focused and centered on your main ideas. Follow these steps for error-free and professional content: Speed of Your Service Do a prewrite. What information will you include in your content? How will you structure your words to be the most effective? What research materials will you use? potential customers Corry Cummings is the owner of Content Customs, which is a professional team of How? This statement is nowhere near specific enough to brand your business with content. Almost every business could make this claim – and many do. Exactly what about your customer service makes you special? Can you post any specific testimonials or statistics about your service? to increase your visibility in social media! Include personal statements about your experiences with a product. Tools Available to You The following is a guest post by Corry Cummings, owner of Content Customs. Your Business Experience
Improve Your Pitch’s Chance of Survival Author: Solis’ article discusses some very interesting data gleaned from recent research by ExactTarget and CoTweet. The goal of the 1,500 consumer-survey was to identify top motivations for following brands on Twitter. Of those surveyed, the research found that 72% publish blog posts at least monthly, 70% comment on blogs, and 61% write at least one product review monthly, proving that social consumers are both vocal and connected. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack The Most Influential Consumers Online are on Twitter Steven Depolo on BrianSolis.com . While we all want to make our content credible by supporting it with data, this article discusses the reality that research can often be tainted and explores the ways in which it can get that way. marketing tool belt users are the most influential social consumers online today. Solis also cites similar research that supports this conclusion and reveals that a significant percentage of Twitter users share opinions about companies/products, make recommendations, and seek guidance. Sean D’Souza Author: . on Search Engine Journal As a popular influencer, Chris Brogan receives his fair share of pitches. In order to help you avoid contributing to bad PR, his article highlights some great ways to improve your pitches and their effectiveness. 2. As marketers, we’re all strapped for time. Unfortunately, when it comes to D’Souza says it best: “Research makes things interesting, but your own case studies are just as interesting.” While Sean is hardly saying you avoid using facts in your content, he does believe that your time is better off spent writing what you know and sharing your experiences, not spending hours upon hours researching data. His recommendation is to put your research on an egg timer. , Evergreen content can help drive traffic 5. Marketing Takeaway: improve the quality of your content optimize your older content to make it more functional today public relations Do you publish a blog post, promote it, and then forget it exists? It doesn’t have to be that way. In fact, promoting and optimizing evergreen content can do wonders for your business months — even years — after it’s been published! Matthew Stibbe 3. have a presence on Twitter Photo Credit: It’s obvious — the use of technology makes marketing more effective and efficient. We all have a number of go-to tech tools in our Marketing Takeaway: building relationships , but Stibbe’s article highlights a few you may be missing out on or overlooking. , a rushed pitch is likely to end up in journalists’ and bloggers’ trash cans. , you’re missing out. Why Being Too Diligent About Your Facts Can Hurt Your Content 10 Ways to Use Technology to Enhance Marketing Author: Your consumers are talking about you on Twitter. If you don’t polish your presentations Business Pitches on MarketingProfs Daily Fix Blog In this week’s top inbound marketing article, Chris Brogan shares his best tips for improving your PR pitches and increasing their chances for survival. Scott Cowley Some of Brogan’s tips include targeting the right influencers, humanizing and personalizing your pitches, being concise, making it easy, and on Copyblogger D’Souza’s article provides some great food for thought when considering the use of “facts” in Twitter Chris Brogan Author: Author: your content Topics: Marketing Takeaway: on ChrisBrogan.com His article mentions a number of great ways to use technology to increase productivity, , increase concentration, and facilitate collaboration, to name a few. Originally published Sep 27, 2010 8:00:00 AM, updated October 20 2016 In summary, the research concludes that Marketing Takeaway: 4. . Some of his suggestions include optimizing for relevant keywords already driving traffic, freshening up content by removing aging signs, and making your old post titles more boring (and thus more functional). to your site and convert visitors into leads. In this article, Scott shares some great ways to 1. Crafting a good pitch takes time and effort. If you don’t do the work, your pitch will end up in the trash. Brian Solis Technology is a great asset for marketers. Use the tools it offers to your (and your marketing’s) advantage. Marketing Takeaway: 3 Creative Ways to Drive More Traffic to Old Blog Posts When it comes to old blog content, don’t enlist the “set it and forget it” mindset. Optimize old content and continue to reap the benefits.
One of my least favorite things that happens to me at work is writer’s block. I stare at my screen — the cursor taunting me maniacally. Why can’t I just think of something to write? … Have I blogged about everything inbound marketing-related already?(The answer, of course, is I haven’t.) If only I could get someone to give me an idea — I could just run with it. Blog Post Topics Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Jan 16, 2014 8:00:00 AM, updated September 03 2018 What to Write About in a Blog PostUnderstand your audience.Start with a topic and a working title.Write an introduction.Organize your content.Write. Topics: And I know I’m not the only one who wishes for this. Search Google and you’ll find nearly 10 million hits for writer’s block. It’s a true problem that we all battle as we try to grow our business with inbound marketing. So my team and I got thinking: What if we could solve this whole writer’s block issue so people could spend less time getting mocked by cursors and more time building their business? Click here to try our free Blog Ideas Generator tool.Thus, the Blog Ideas Generator was born. To kick-start your creative process, the Blog Ideas Generator will come up with a week’s worth of custom topics for you — all in a matter of seconds. Bonus: The tool won’t just come up with ideas willy-nilly. Blog topics will make or break the success of your blog posts — so your topics will be both search-friendly and interesting to your audience. Using keywords you provide, the tool will come up engaging titles tailored to those terms. That way, you’re always featuring relevant, but interesting posts on your blog.If you’re one of those types who likes to dive in and play around with it immediately, go on: try it out for yourself. If you’re the type who likes to be walked through using tools step by step, that’s cool too. Just keep reading. How to Use the Blog Ideas GeneratorUsing the Blog Ideas Generator is quick and easy. Here’s all you need to do:1. Put in terms you’d like to blog about, and click “Give Me Blog Ideas.” You use one, two, or three terms. If you need help coming up with them, ask yourself these questions:How do people describe your products or services?What problems do your products or services solve?What industry keywords do you want to rank for on Google?I’m filling out this tool as if I were blogging for HubSpot, so I chose the terms “social media,” “blogging,” and “calls-to-action.”2. We’ll give you a week’s worth of ideas based on those keywords.Keep in mind that the titles might not be 100% perfect for the terms you chose or grammatically correct. Feel free to change them up to make them work better for you. Here’s what I got for the terms above: You can use this tool as many times as you want — so hit “Try Again” if you want to use different terms.3. Your editorial calendar is set for the next week!Now, it’s time to schedule your blog ideas in a publishing order that your team agrees on. As a general rule, internet users tend to search and click through to easier, more lighthearted articles early in the week, and pursue the “meatier” topics later on, around Thursday. Plan wisely!4. Fill your editorial calendar for the next year.Satisfied with the week’s worth of ideas you received? With the Blog Ideas Generator, you can actually plan your editorial calendar for the entire year with 12 months of content ideas by filling out a simple form, accessible next to your first five ideas.5. You’re ready to get blogging!(And if you need help with that, we’ve got some blog post templates you might enjoy.)So next time you’re strapped for content ideas or just need to get out of a writer’s rut, check out the Blog Ideas Generator. In a matter of seconds, you’ll have five brand-new blog post ideas. And who knows? Maybe one of those ideas will spark one even our algorithm didn’t think of! 😉
The demand for content strategists is outstripping supply, and with good reason: They produce the fuel that drives the inbound engine. Because it’s a relatively new role, however, universities aren’t yet churning out journalist-grade writers who double as experts on the machinery of search, demand creation, and social media. Instead, content strategists tend to emerge from various corners of the current marketing and media workforces.CMOs can feel like they’re playing a high-stakes game of Whack-a-Mole when recruiting for a content strategist position. There’s simply no telling where they’re hiding. Yet for companies running the inbound marketing playbook, it’s such a foundational hire that the CMO may feel like she has little choice but to stand by the game console, waiting to bag the first critter to pop up his head.Fortunately, I’ve hired for the role and helped others land quality content talent. Let’s put down the foam mallet and explore some reliable ways to land not just any content strategist, but the right one.1) Focus on Skills, Not TitleThere just aren’t that many legitimate content strategists out there, so don’t get too tangled up in looking for people with the ideal title. You are far better off searching for candidates with foundational skills like blogging, SEO, marketing automation, design, video production, even coding.Writing is a prerequisite. After that, I look for one additional core skill. If you are hiring only a single content strategist, I’d suggest the secondary skill be design. Analytics and SEO can be taught more easily than can writing or design.2) Follow the LeadersThanks to “ego trap” marketing, the internet is chock-full of lists cataloging prominent content professionals. Even if you aren’t in a position to hire one of the top names, creep their profiles to discover who they follow on Twitter. You are sure to find a long list of practitioners who, at the very least, have earned the hard-won attention of influencers in the space. (Hey, it’s a start.)3) Fish Off of the Longest PiersThere are a number of prominent blogs that are dedicated to inbound and content marketing. The Content Marketing Institute, Copyblogger, MarketingProfs, B2B Marketing Insider, and this blog, all come to mind as hotbeds for quality guest contributors. You may also want to scour dominant blogs in your own vertical market. Generally speaking, the better the blog, the higher the bar for guest writers to clear — a standard that’s likely to become even more stringent given recent Google comments.Simply put, if any of these blogs has published a post by an outside content strategist, odds are, the writer is a good one. The blog hasn’t only surfaced a candidate for you to contact, but it’s also helped with your due diligence. It’s a two-point victory.4) Trust the CrowdThere are a handful of sites, many premium, that search the social graph on a given topic to identify the people most influential on a given subject. For example, Little Bird, a company I advise, can quickly generate a list of hundreds of “insiders” on the subject of “content strategy.” Names are ranked by how many other insiders are connected to them. It also allows you to identify “emerging” influencers, or rising stars in a given industry. This particular list may be useful for smaller companies or those with tighter budgets. In any event, the crowd can be a reliable way to surface and vet candidates.5) Look for ClustersLinkedIn is, obviously, the go-to starting point for sourcing candidates, but avoid focusing only on scanning profiles. Instead, join content marketing groups and monitor activity level. Perhaps more relevant still is Inbound.org, an active community of inbound marketers — many of whom embody the ideal art-meets-science profile that makes for a successful content strategist. Inbound.org also includes a job listings board.6) Follow the Speaking CircuitYou don’t have to attend every marketing conference to know who is presenting. Simply check out the agendas for marketing-related events, like Content Marketing World, Authority and INBOUND, to see who has been invited to speak. Alternatively, you can run the same process for industry events in your particular market. Identify relevant topics on the agenda and … shazam! An instant list of highly trusted voices in the space. Most speakers also upload their presentations to SlideShare, which will give you visibility into their creative skills as well as their storytelling ability.7) Check Your Reading ListRemember that many of the best content strategists didn’t start out as marketers at all. They came from the ranks of journalism. So ask yourself: Who do I read regularly? What are my favorite blogs or news sites? Jot down a short list and reach out to the reporters. Sure you may have to teach them fundamental marketing skills, but the most important ability — the capacity build an audience with words — is likely there in spades.Several pillars — freemium pricing, engaging tools and apps, a rich web experience, relevant and welcome email, and, perhaps most importantly, smart content — form the foundation of an effective inbound marketing program. But for many CMOs, the content strategists have proven to be an elusive hire. Mix these seven tips with a little online sleuthing, and you might just find the perfect fit for your organization. Just make sure they aren’t currently on my team, okay? Content Marketing Strategy Topics: Originally published May 27, 2014 8:00:00 AM, updated February 01 2017 Don’t forget to share this post! 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Originally published Sep 2, 2015 12:00:00 PM, updated February 01 2017 You know what gets discouraging? Sending out emails, but not receiving any responses. At all.So how do you send a networking email that people will actually respond to?Writing an effective networking email that gets results takes more effort than simply typing up a few sentences in a “compose” window.Brian Balfour, VP of Growth for Sidekick, receives hundreds of networking emails, but he responds to only a fifth of them. Now he’s sharing his tips to write an email that stands out amidst a flooding inbox.According to Brian, there’s a simple five-step framework to writing a networking email that even the busiest of people can’t ignore.Click through the presentation below to dive into his steps so you can get your networking hustle on. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Email Marketing “Email is still the predominant channel to build new relationships.” [tweet this!]”Make your name look familiar to someone before you email them.” [tweet this!]”When sending a cold email, size matters. Keep it short.” [tweet this!] Topics:
Now that the shine is worn off of mobile commerce, we’re starting to see that some of the technology we got so excited about isn’t as useful as originally thought. If you’re considering a mobile app for your ecommerce business, you may want to take a look at some of the latest statistics. Better to know whether your new app will make you money before you invest everything, right?When Consumers Use AppsA study by RetailMeNot asked mobile shoppers how often they shop on their phones and tablets through apps. The results may surprise you. While many do use retail apps on their mobile devices, they do so very infrequently. Over half, at 57%, use their apps once per month or less. Only 10% say they use their apps once per day or more.Those who do use their apps on a daily basis might encourage you to continue developing your ecommerce app. We’re all for it, if you’re sure your app is one consumers would actually download and use.How Many Use AppsA very small amount of users keep more than two retail-based apps on their phones and tablets at any given time. In fact, only 39% have one or two, and 39% say they have more. A discouraging 21% of consumers say they don’t have any commerce apps on their phones at all.Before you develop and launch your app, you have to be sure that your customers will find your app important enough to download and use above all other ecommerce and commerce-based applications. After all, there is only so much memory on mobile devices, and many retail apps are deleted in favor of entertainment.Back to the WebThere are some encouraging numbers here, even with the distinctly discouraging statistics. Quite a few consumers do actually download and use retail apps, even if only sporadically. The rest of your customers still interact by mobile device; they just do so by visiting your mobile site.In fact, the study shows people are much more likely to visit your website for almost any online shopping activity, except for redeeming gift cards and loyalty program points. When checking store hours or locations, 66% will visit your website as compared to 45% using your app. To check reviews, 50% visit your website and 31% use your app. If they want to use their gift card or loyalty points, however, 19% will use their app, while only 12% visit your site. If you plan to use app-based loyalty programs and stored-value cards, then you could very well find that developing your app is worth the trouble and cost.What This MeansWe know apps once seemed like a must-have, but maybe you should focus attention and funds elsewhere. In fact, a great mobile site could do anything your app might do, and consumers are more likely to use that than to download your app. As long as you’ve put significant work into developing a mobile friendly website, your customers should be able to shop, redeem, visit, search, browse, and otherwise enjoy your ecommerce company without the need for an app. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Mobile Apps Originally published Sep 17, 2015 7:00:00 AM, updated February 01 2017
Content Creation Originally published May 12, 2016 6:00:00 AM, updated February 01 2017 Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Inbound is no longer something entirely foreign to marketing teams: Globally, three out of four marketers prioritize an inbound approach.This means that brands are producing content at an accelerated rate, and in order to remain competitive, you need to consistently produce something that is compelling enough to generate a ton of shares. However, is this kind of guaranteed success even possible?Fractl recently turned to Chip and Dan Heath’s SUCCESS model from Made to Stick: Why Some Content Ideas Survive and Others Die to determine if there’s a concrete formula behind what elevates something from good to great.We began our analysis by selecting three of our most successful content marketing efforts to date. In total, the following three campaigns earned 2,300 press mentions and more than 140,000 social shares:”Hotel Hygiene Exposed”: We collected samples from nine different hotels and tested them through a third-party laboratory to answer one simple question: Which hotel rooms are the dirtiest?”Reverse Photoshopping Comic Covers”: Comic books depict vastly different figures (think men with massive biceps and women with incredibly tiny waists), so we used Photoshop to see what familiar superheros would look like if they reflected the average American body type.”Sexually Suggestive Emojis”: We scraped Twitter to discover how users are expressing themselves with flirtatious and sexually suggestive emojis across Europe and the United States.Below I’ll walk you through the Heath brothers’ six principles — simple, unexpected, concrete, credible, emotional, and stories — and explain how they were used throughout these campaigns to help you generate similar, highly shareable content.6 Principles of Successful Ideas1) SimpleTo gain your audience’s attention quickly, connect everything to one point so that a key concept is easily understood. For instance, in the case of emojis post, we condensed a month of tweets from the United States and more than 50 European countries into 14 easy-to-read charts and graphs. With help from these visuals, readers can easily identify global trends in how these emojis are used in less than 10 minutes.2) UnexpectedAnother easy way to earn someone’s attention? Offer data that disproves an easily held assumption. In the case of hotel hygiene post, lab testing allowed us to surprise readers with a shocking finding: The nicest hotels actually had the most germs.3) ConcreteThe Heath brothers say something is “concrete” in its ability to be described through sensory language. For the photoshopping post, we didn’t need to rely on a ton of additional content to visualize the campaign’s core message other than presenting the before and after images — the exaggerated body proportions next to each other served as powerful standalones.4) CredibleReaders want to see data that is trustworthy, and teaming with outside agencies is a great way to boost authority. For the hotel hygiene post, we boosted credibility by using a third-party lab to test the four samples collected from the nine different hotels.5) Emotional As much as you can boost credibility through numbers, remember that audiences have a desire to make a personal connection with content, as well. In the case of the photoshopping post, body image is already a highly emotional topic, so connecting the campaign to this much larger issue added an additional layer that helped boost shares.6) StoriesDuring production, continually ask yourself one question: Would I share this campaign with my friends? Your content should tell a story — and some of the best content reveals more than one story.Identifying staggering data points is an easy way to uncover multiple stories. In the emojis post, the fact that the gender division becomes especially striking when looking at which users are tweeting the more suggestive emoji combinations could lead to a much larger discussion.The biggest takeaway from our research? Although there is no one-size-fits all formula, aligning content to fit these six principles can help you produce campaigns that will earn high-quality links and shares.Check out the infographic below for additional insights from the study. It takes a closer look at key emotional drivers for each campaign, the different ways your content can earn credibility, what makes something visually appealing, and more. 113Save 113Save
Ecommerce and Amazon Topics: Originally published Aug 9, 2016 10:54:00 AM, updated August 02 2017
Offshore Energy kicks off its 10th anniversary year with a bang and is proud to announce the launch of its new and improved website on www.offshore-energy.biz. Sleek design, easy navigation and updated functionality mean a better customer oriented website.“High customer satisfaction has always been one of our main goals. In the past ten years we have always tried to serve our clients the best we could. The new website is the result of an extensive research that led to a combination of innovative digital technology and a new look and feel that facilitates our clients in the best possible way,” stated Annemieke den Otter, business unit manager events at Navingo, responsible for the organization of Offshore Energy Exhibition & Conference.The new website offers visitors a structured overview of what the possibilities are for taking part during Offshore Energy Exhibition & Conference, what visitors can expect as well as background information. An integrated exhibitor portal, a clear overview of business opportunities and soon also detailed information on the exhibition floor plan, the program and conference speakers, among other things, bring the website to a higher level. The improved navigation and the expanded features allow for a user-friendly experience.The website was developed with internet marketing company HVMP.Offshore Energy Exhibition & ConferenceOffshore Energy Exhibition & Conference (OEEC) is one of Europe’s leading offshore energy events. It is unique in bringing together the oil & gas, offshore wind and marine energy industry. With the industry in transition OEEC offers offshore energy professionals the ideal meeting place to network, discuss and learn about the future of energy.OEEC 2017 will be held at Amsterdam RAI Exhibition and Convention Centre on 9, 10, 11 October 2017.