MOST READ Reigning MVP Ben Mbala returned like he never left and University of the Philippines showed it’s a force to reckon with after taking down defending champion De La Salle in a game that saw the Fighting Maroons hit a record-setting 16 3-pointers.READ: UAAP Starting 5: Weeks 1 and 2FEATURED STORIESSPORTSWATCH: Drones light up sky in final leg of SEA Games torch runSPORTSSEA Games: Philippines picks up 1st win in men’s water poloSPORTSMalditas save PH from shutoutCenter: Ben Mbala (La Salle Green Archers) Ben Mbala. Photo By Tristan Tamayo/INQUIRER.netAfter representing Cameroon in the 2017 Fiba Afrobasket, the MVP returned in style. Frontrow holds fun run to raise funds for young cancer patients Brace for potentially devastating typhoon approaching PH – NDRRMC Fire hits houses in Mandaluyong City For the complete collegiate sports coverage including scores, schedules and stories, visit Inquirer Varsity. LATEST STORIES Read Next View comments E.T. returns to earth, reunites with grown-up Elliott in new ad Jun Manzo. Photo By Tristan Tamayo/INQUIRER.netDesiderio wasn’t the lone Maroon, who posed problems for the Green Archers. After Desiderio lit up in the third quarter, Jun Manzo took his turn to finish La Salle off.Manzo had nine of his 17 points in the fourth quarter, scoring late buckets that kept the Green Archers down for the count. Honorable mentions:Ron Dennison (Far Eastern University)Ron Dennison. Photo by Tristan Tamayo/INQUIRER.netThere’s a dilemma concerning Ron Dennison. As good as he is for FEU, he plays the same position as Ravena and that’s a tough competition to win considering that Ateneo has also remained undefeated. Still, Dennison is on a class of his own and his 15 points plus his defensive leadership against UST puts him on this seven-man list.Papi Sarr (Adamson Falcons) Papi Sarr. Photo by Tristan Tamayo/INQUIRER.netPapi Sarr was decent in his first game in Season 80 as he put up 10 points and four rebounds in Adamson’s 88-81 win over UST, but it was in his past two games the 6-foot-8 big man showed his quality. The Adamson center, who is still trying to regain top form after suffering a groin injury before the season started, averaged 15.5 points and 14.5 rebounds against La Salle and National University. BSP sees higher prices in November, but expects stronger peso, low rice costs to put up fight Nonong Araneta re-elected as PFF president LOOK: Loisa Andalio, Ronnie Alonte unwind in Amanpulo for 3rd anniversary Trending Articles PLAY LIST 00:50Trending Articles00:50Trending Articles01:00Chief Justice Peralta on upcoming UAAP game: UP has no match against UST01:37Protesters burn down Iran consulate in Najaf01:47Panelo casts doubts on Robredo’s drug war ‘discoveries’01:29Police teams find crossbows, bows in HK university01:35Panelo suggests discounted SEA Games tickets for students02:49Robredo: True leaders perform well despite having ‘uninspiring’ boss02:42PH underwater hockey team aims to make waves in SEA Games Mbala averaged 33 points and 11 rebounds and although La Salle split its first two games with the menacing big man back, there was no better center in the league than him.Forward: Arvin Tolentino (Far Eastern University)Arvin Tolentino. Photo By Tristan Tamayo/INQUIRER.netRebounding and defense isn’t exactly Arvin Tolentino’s strong suit, yet he delivered when Far Eastern University needed a presence in the middle.Prince Orizu played on and off for the Tamaraws against University of Santo Tomas due to illness and Tolentino took it upon himself to provide the muscle. Tolentino put up season-highs in scoring and rebounding to lead the Tamaraws over the Growling Tigers with 15 points and 10 boards.ADVERTISEMENT In the three games prior to FEU’s match against UST, Tolentino only averaged exactly five boards a game and 9.6 points.Forward: Thirdy Ravena (Ateneo Blue Eagles)Thirdy Ravena. Photo By Tristan Tamayo/INQUIRER.netAteneo had just one game the past week, but boy did Thirdy Ravena make it worth watching.Ateneo currently owns the best record in the league with a 4-0 slate and it’s largely because of Ravena’s strong play.The senior wingman led the Blue Eagles in their 83-65 rout of University of the East with 21 points, on an efficient 7-of-12 shooting, while grabbing eight rebounds.Guard: Paul Desiderio (UP Fighting Maroons)Paul Desiderio. Photo By Tristan Tamayo/INQUIRER.netThe legend of Paul Desiderio continues to grow.Desiderio was hell-bent on toppling the Green Archers and he did that by pouring in a career performance that made him Diliman’s most beloved person in a jersey.The senior guard unleashed 16 third-quarter points to post a career-high 30 and all the while keeping a straight face as La Salle searched for a way to stop him. Guard: Jun Manzo (UP Fighting Maroons) Corey Kluber gets 18th win as Indians beat Mariners Kammuri turning to super typhoon less likely but possible — Pagasa Don’t miss out on the latest news and information. It had been quite a whirlwind week in the UAAP.ADVERTISEMENT
LaVar Ball thinks son LiAngelo’s arrest in China ‘not a big deal’ QC cops nab robbery gang leader, cohort Baynes also had eight rebounds and three assists, and Boston improved to 10-2 even as Horford sat out after being placed in concussion protocol earlier in the day. The Celtics then lost rookie forward Tatum late in the second quarter, when he went to the locker room with a sore right ankle.Coach Brad Stevens said Tatum had X-rays and was fitted with a walking boot as a precaution. He will be re-examined on Thursday.FEATURED STORIESSPORTSWATCH: Drones light up sky in final leg of SEA Games torch runSPORTSSEA Games: Philippines picks up 1st win in men’s water poloSPORTSMalditas save PH from shutoutIt’s yet another blow for a team that lost Gordon Hayward for the season after a gruesome leg injury on opening night.“Until we have only four left, I guess we’re just gonna keep playing,” Stevens said. Kammuri turning to super typhoon less likely but possible — Pagasa View comments RIVALRY REKINDLED?Lakers coach Luke Walton said this generation of players views the Celtics-Lakers rivalry differently than those around for the 1980s matchups.“I think some of them get it, more than others,” he said. “Guys like Lonzo that grew up in LA, I think if you grew up in either one of these cities, you’re probably pretty well schooled on the rivalry. For some of these young guys, they probably don’t know much about it.”Celtics fans chanted “Beat LA!” after Walton was whistled for a technical foul in the third quarter.CELEBRITY SIGHTINGSNew Red Sox manager Alex Cora, New England Patriots players Devin McCourty and Dion Lewis, and rapper DMX were in attendance.UP NEXTLakers: At Washington on Thursday night.Celtics: Host Charlotte on Friday night. Irving also got banged up and had his right leg examined by trainers between the third and fourth quarters. He came back with just over six minutes to play and immediately made an impact, scoring back-to-back baskets to push Boston’s lead back to 100-90.The Celtics led by 48-28 in the second quarter but were outscored 24-13 over the final 6:51 of the half to let the Lakers back into the game.TIP-INSLakers: Only lead of the game was 2-0. … Had 12 turnovers in the first half.Celtics: Shot just 8 of 24 in the fourth quarter. … The 61 points scored by the first half was a season high. … Took a season-high 98 field-goal attempts.LAY OFF BALLCeltics forward Marcus Morris thinks fans should ease up on Ball.“He’s a good kid — it’s his dad,” Morris said. “He’s got a big mouth, everybody knows it. … He has a long time to do this. He’s a young guy. It kind of sucks that he’s gotta go everywhere and they just boo him and boo him and boo him. He’s just a regular player.”Ball said he didn’t take offense to it.“They’re home. I’d boo too if I was a fan,” he said. Japan ex-PM Nakasone who boosted ties with US dies at 101 John Lloyd Cruz a dashing guest at Vhong Navarro’s wedding LATEST STORIES Read Next Giannis Antetokounmpo powers Bucks in bounce back win over Celtics PLAY LIST 02:29Giannis Antetokounmpo powers Bucks in bounce back win over Celtics00:50Trending Articles02:49Robredo: True leaders perform well despite having ‘uninspiring’ boss01:37Protesters burn down Iran consulate in Najaf01:47Panelo casts doubts on Robredo’s drug war ‘discoveries’01:29Police teams find crossbows, bows in HK university01:35Panelo suggests discounted SEA Games tickets for students02:42PH underwater hockey team aims to make waves in SEA Games Brace for potentially devastating typhoon approaching PH – NDRRMC Typhoon Kammuri accelerates, gains strength en route to PH Boston led by 20 in the second quarter before letting the lead shrink to two in the third. Los Angeles then struggled down the stretch, shooting 5 of 18 from the field with six turnovers in the final period.Brandon Ingram and Jordan Clarkson led the Lakers with 18 points apiece. Julius Randle had 16 points and 12 rebounds.Celtics fans gave rookie Lonzo Ball an icy welcome in his first trip to TD Garden. They booed the No. 2 overall pick throughout the night whenever he touched the ball. He finished with nine points, six assists and five rebounds, making just 4 of 15 from the field.With Tatum sidelined in the second half, Boston struggled defensively, and the Lakers exploited the paint for several easy baskets.“They hit us in the mouth and we were kind of shocked,” Kyle Kuzma said. “The second quarter and the secondhalf we fought back.”ADVERTISEMENT MOST READ Stronger peso trims PH debt value to P7.9 trillion Boston Celtics’ Kyrie Irving (11) and Los Angeles Lakers’ Brook Lopez reach for the ball during the first quarter of an NBA basketball game in Boston on Wednesday, Nov. 8, 2017. (AP Photo/Winslow Townson)BOSTON — The Celtics are piling up injuries almost as quickly as they are victories this season.Aron Baynes matched his career high with 21 points, Kyrie Irving scored 19 and Boston overcame injuries to Al Horford and Jayson Tatum to beat the Los Angeles Lakers 107-96 on Wednesday night for their 10th straight win.ADVERTISEMENT Don’t miss out on the latest news and information. CPP denies ‘Ka Diego’ arrest caused ‘mass panic’ among S. Tagalog NPA
What’s behind the display of Chinese flag in Boracay? LATEST STORIES View comments To many, it looked like Creamline was head and shoulders above the competition in the Premier Volleyball League Open Conference and that a championship was virtually preordained.Don’t tell that to the backbone of the Cool Smashers’ offense.ADVERTISEMENT It’s bust for SMB sans Wells Setter Jia Morado said the road to the sweep was filled with obstacles.“But we really made it a point to power through and be there for each other and trust our whole coach staff,” she said.Conference Most Valuable Player Jema Galanza said what the people didn’t see was the perseverance that the team showed, especially under the watch of coach Tai Bundit, who is known to be very stringent when it comes to drills and fitness routines.“We experienced much hardships and sacrifices this conference, there were a lot of stories behind the scene,” said Galanza, who said the players had to be up 5 a.m. for the 6 a.m. grind every single day.ADVERTISEMENT Alyssa Valdez swore that the team’s championship romp late Saturday night, when it blanked PetroGazz in the finale to complete a record sweep of the conference, was far from the smooth run Creamline made it look like.“We went through a lot of struggles and challenges this conference,” said Valdez who scored 19 points in Creamline’s 29-27, 25-22, 27-25 win over PetroGazz in Game 2.FEATURED STORIESSPORTSGreatest ever?SPORTSFormer PBA import Anthony Grundy passes away at 40SPORTSSan Miguel suspends Santos, Nabong, Tubid indefinitely after ‘tussle’ in practiceValdez missed five games in the long, double-round conference but the Cool Smashers still managed to win all 20 matches all the way to the title.“Me personally, I was out a few games and I saw how my teammates stepped up. That’s where I saw our full potential,” said Valdez, who had to divide her time between Creamline and the national team preparing for the Southeast Asian Games. Duterte officials’ paranoia is ‘singularly myopic’ Don’t miss out on the latest news and information. Drilon apologizes to BCDA’s Dizon over false claim on designer of P50-M ‘kaldero’ MOST READ Ethel Booba on SEA Games cauldron: ‘Sulit kung corrupt ang panggatong’ Duterte calls himself, Go, Cayetano ‘the brightest stars’ in PH politics PH women’s volleyball team motivated to deliver in front of hometown crowd PLAY LIST 02:25PH women’s volleyball team motivated to deliver in front of hometown crowd00:50Trending Articles00:50Trending Articles02:11Makabayan bloc defends protesting workers, tells Año to ‘shut up’03:07PH billiards team upbeat about gold medal chances in SEA Games01:38‘Bato’ to be ‘most effective’ CHR head? It’s for public to decide – Gascon02:07Aquino to Filipinos: Stand up vs abuses before you suffer De Lima’s ordeal01:28Ex-President Noynoy Aquino admits contracting pneumonia00:45Aquino agrees with Drilon on SEA games ‘kaldero’ spending issue Priority legislation in the 18th Congress Rice industry paralysis Sports Related Videospowered by AdSparcRead Next Matteo Guidicelli had saved up for Sarah G’s ring since 2014?
SEO Originally published May 21, 2009 8:26:00 AM, updated October 01 2019 Topics: Earlier this week The Boston Globe released its Globe 100 — its annual list of the top 100 public companies in Massachusetts, “ranked by composite performance score.” We pay close attention to our neighbors (particularly their inbound marketing needs and practices), so we thought we’d offer an alternative ranking: search engine authority. We took the The Globe 100, ran their websites through Website Grader, then sorted them according to grade. The results are below (the links will take you to each company’s Website Grader report).So what’s the big difference between companies at the top of the list, and those at the bottom?In a word: content. Top-ranked Progress Software has almost 8,000 indexed pages. As a result, they have a much better chance of winning the SEO lottery than last-placed MicroFinancial (9 indexed pages). You’ll see a similar gap between most top- and bottom-ranked companies. Progress Software Corp. (www.progress.com) 99.8Staples (www.staples.com) 99.5Raytheon Co. (www.raytheon.com) 99.3EMC Corp. (www.emc.com) 97.6Parametric Technology Corp. (www.ptc.com) 96.8Analog Devices (www.analog.com) 96.4Forrester Research (www.forrester.com) 95.5Iron Mountain (www.ironmountain.com) 95.5BJ’s Wholesale Club (www.bjs.com) 95.1Airvana (www.airvana.com) 95.1Pegasystems (www.pega.com) 94Sapient Corp. (www.sapient.com) 93Akamai Technologies (www.akamai.com) 93Zoll Medical Corp. ( www.zoll.com) 93NetScout Systems (www.netscout.com) 93Monotype Imaging Holdings (www.monotypeimaging.com) 93NStar (www.nstaronline.com) 92American Science and Engineering (www.as-e.com) 92Bitstream (www.bitstream.com) 92VistaPrint Ltd. (www.vistaprint.com) 91UniFirst Corp. (www.unifirst.co) 91PerkinElmer (www.perkinelmer.com) 91Sonesta International Hotels Corp. (www.sonesta.com) 91Hittite Microwave Corp. (www.hittite.com) 91Double-Take Software (www.doubletake.com) 91iRobot Corp. (www.irobot.com) 91Parexel International Corp. (www.parexel.com) 90Waters Corp. (www.waters.com) 90SeaChange International (www.schange.com) 90Independent Bank Corp. (www.rocklandtrust.com) 90 Millipore Corp. (www.millipore.com) 89Genzyme Corp. (www.genzyme.com) 89Aspect Medical Systems (www.aspectmedical.com) 89Eaton Vance Corp. (www.eatonvance.com) 89Aware (www.aware.com) 89Safety Insurance Group (www.safetyinsurance.com) 89CRA International (www.crai.com) 88Clean Harbors (www.cleanharbors.com) 87Thermo Fisher Scientific (www.fishersci.com) 87Varian Semiconductor Equipment (www.vsea.com) 86Berkshire Hills Bancorp (www.berkshirebank.com) 85Boston Beer Co. (www.bostonbeer.com) 85Skyworks Solutions (www.skyworksinc.com) 84Phase Forward (www.phaseforward.com) 84Harvard Bioscience (www.harvardbioscience.com) 84Brookline Bancorp (www.brooklinebank.com) 84Cognex Corp. (www.cognex.com) 83Cubist Pharmaceuticals (www.cubist.com) 82Sepracor (www.sepracor.com) 82Cabot Corp. (www.cabot-corp.com) 82Hanover Insurance Group (www.hanover.com) 82Chicopee Bancorp (www.chicopeesavings.com) 82L.S. Starrett Co. (www.starrett.com) 81Alkermes (www.alkermes.com) 80Five Star Quality Care (www.5sqc.com) 80American Tower Corp. ( www.americantower.com) 79State Street Corp. (www.statestreet.com) 78IPG Photonics Corp. (www.ipgphotonics.com) 78UFP Technologies (www.ufpt.com) 78Repligen Corp. (www.repligen.com) 78Beacon Roofing Supply (www.beaconroofingsupply.com) 77Hingham Institution for Savings (www.hinghamsavings.com) 77Affiliated Managers Group (www.amg.com) 77TJX Cos. (www.tjx.com) 75Interactive Data Corp. (www.interactivedata.com) 75Haemonetics Corp. (www.haemonetics.com) 75Altra Holdings (www.altramotion.com) 74United Financial Bancorp (www.bankatunited.com) 73Wainwright Bank & Trust Co. (www.wainwrightbank.com) 73Valpey Fisher Corp. (www.valpeyfisher.com) 72Starent Networks Corp. (www.starentnetworks.com) 71Biogen IDEC (www.biogenidec.com) 71Cynosure (www.cynosurelaser.com) 71 HRPT Properties Trust (www.hrpreit.com) 70Senior Housing Properties Trust (www.snhreit.com) 69Watts Water Technologies (www.wattswater.com) 69Datawatch Corp. (www.datawatch.com) 69 Mac-Gray Corp. (www.macgray.com) 68Century Bancorp (www.century-bank.com) 67Benjamin Franklin Bancorp (www.benfranklinbank.com) 67Enterprise Bancorp (www.enterprisebankandtrust.com) 67Analogic Corp. (www.analogic.com) 65Acme Packet (www.acmepacket.com) 65Arrhythmia Research Technology (www.arthrt.com) 64Westfield Financial (www.westfieldbank.com) 63Hospitality Properties Trust (www.hptreit.com) 62Legacy Bancorp (www.legacybancorp.com) 60Boston Properties (www.bostonproperties.com) 60Bruker Corp. (www.bruker-biosciences.com) 59Psychemedics Corp. (www.psychemedics.com) 59MKS Instruments (www.mksinstruments.com) 59Steinway Musical Instruments (www.steinwaymusical.com) 58CSP (www.cspi.com) 56Global Partners (www.globalp.com) 51Anika Therapeutics (www.anikatherapeutics.com) 46Tech/Ops Sevcon (www.sevcon.com) 45Chase Corp. (www.chasecorp.com) 43Franklin Street Properties (www.franklinstreetproperties.com) 41Atlantic Tele-Network (www.atni.com) 40MicroFinancial (www.microfinancial.com) 33Globe 100 Rank versus WSG Score Trend ChartSearch Engine Optimization Kit Learn more about how you can optimize your site to rank higher in search engines so you get found by more qualified prospects. Download our search engine optimization kit. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Twitter Marketing Originally published Nov 28, 2011 7:30:00 PM, 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 Many of you probably joined Twitter to market a business. While marketing may be your primary focus, the Twitter also emphasizes an element of personal branding you shouldn’t neglect. Have you optimized both your business and personal Twitter presence to enable people to learn more about you and your business?If you haven’t, keep reading. David Meerman Scott shares a set of elements you should optimize within your Twitter profile. Let’s look at the four major components of a Twitter profile for better optimization:1. Your Twitter Background The first component you can optimize is your Twitter background. As a Twitter user, you have the opportunity to upload a custom image or pick one of Twitter’s suggested templates. Don’t use the default. David’s Twitter background, for instance, is an image of an antique typewriter. “It’s like my personality,” says David.A customized Twitter background is great for conveying something about you or your brand’s personality. What is more, it makes you more unique, helping you stand out from the crowd of other Twitter users. Not sure how to go about creating a custom Twitter background? Check out our video tutorial.2. Your PhotographThe second element of a Twitter profile that you will need to optimize is your avatar. Again, don’t use the default “egg” image. That won’t help you differentiate you or your business from the rest.Many people use photos that don’t help Twitter users recognize their identity. There is either too much going on in the photo, or it has been taken from too far away. These types of images might be great at conveying your personality, but they aren’t necessarily optimized for branding. Instead, for personal profiles, you should consider using a headshot that clearly shows your face so you can be easily recognized in the Twittersphere. For business accounts, use an image that portrays your company logo or brand.3. Your Twitter BioYour bio is the third thing you should optimize on your Twitter profile. It’s easy to just put a laundry list of stuff in there to define you or your brand, says David. But why not come up with a full sentence that describes you or your business? Also, make sure you include a link to your website or blog, where visitors can go to learn more about who you are and what you do. 4. Your TweetsDon’t forget to also optimize each of your tweets. Always share valuable content and use action-oriented language. As we have discussed previously, verbs are the part of speech that generates the most shares on Twitter. Post regularly — even over the weekend. We have found that Saturdays and Sundays perform well in terms of engaging people through tweets.Make sure your updates also include links to landing pages, a technique that will enable you to generate leads from Twitter. In this way, your social media efforts will directly impact lead generation.What are some practices that you have leveraged to optimize your Twitter presence, both for personal and business use? 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 These days, inbound marketers have to crank out content like never before. Between blog posts, ebooks, webinars, videos, podcasts, and more, it’s hard to keep fresh topics on the horizon. So how can you make it easier to produce remarkable content at such a fast pace? Let me introduce you to your new sidekick, the editorial calendar.So, you have a pretty good sense of the audience you’re targeting and what kind of content you will most likely need to create to drive sales and happy customers. (Wait — you don’t? Read this first.) The next step is to create an editorial calendar that lays out when and where to share that content. An editorial calendar is like a roadmap for content creation, showing you what kind of content to create, what topics to cover, which personas to target, and how often to publish to best support your inbound marketing strategy.Here are 7 simple steps to set up your own editorial calendar:1. Choose a template. Create a Google calendar or a spreadsheet to record your editorial plans. You should plan at least three months in advance, but it’s even better if you can develop a plan for the next six months — or even an entire year.2. Decide on your goals. Work backwards from your marketing goals to guide your plan. Look at how much traffic, how many leads, and how many customers you are aiming to generate each month. Analyze your previous marketing efforts to determine how many pieces of content you will typically need to reach those goals. For example, say in the past you produced 1 ebook and wrote 15 blog articles in a month, which generated X visits and X leads. If you’d like to double the amount of traffic and leads you generate in a given month, it might be safe to assume you’ll need to produce 2 ebooks and 30 blog articles next month. The trick is to experiment, and over time, you’ll be able to notice patterns that will help you determine how much content you need to create (and how much promotional muscle you’ll need to put in) to meet your goals.3. Schedule your content. Fill in the dates on your calendar with specific publishing tasks, such as updating your blog or social networks daily, posting new videos or podcasts each week, publishing an ebook or hosting a webinar each month, and so on. For each date, list the topic, the title of the piece, and the targeted persona. The goal is to create a good mix of content types, topics, and personas to make sure you’re covering all your segments.4. Write down the focal points. Note the SEO keywords, the stage of the buying cycle, the call-to-action, or other inbound marketing goals that each piece of content must address.5. Mark other significant events. Make note of important dates or external events that are good hooks for specific topics or types of content. For example, retailers could highlight major holidays such as Christmas, Halloween, or Mother’s Day and plan content that fits with the seasonal theme. B2B marketers could note important industry trade shows they plan to attend, and schedule blog updates, recaps, or videos generated at the event.6. Find opportunities to repurpose content. For example, the publication of a new whitepaper/ebook or research report could generate several weeks’ worth of blog posts that each share details or small nuggets of data from the complete report. (Like this blog post does!) Or the transcript from that webinar you produced could get translated into an ebook.7. Organize by content type. Create separate tabs in your editorial calendar document for each kind of content you publish, such as blog posts, webinars, ebooks, videos, etc. That way, you can make sure you’re publishing enough of each kind of content, and spreading that content appropriately among your targeted personas and stages of the buying cycle.By the end of this process, you’ll find that you’ve filled up most of your calendar with detailed plans for content. No more coming to work in the morning wondering what you’re going to publish to maintain your inbound marketing goals!And don’t worry — if there are a few holes, that’s okay. You want the flexibility to capitalize on news or hot topics as they arise over the course of the year. For those weeks when you can’t find the inspiration for, say, another blog post, calling up your calendar will give you a great visual reminder of what you’ve covered already and what you’re planning to cover next week or next month, so you can at least narrow down your options.So what are you waiting for? Start filling up that calendar with great content, and get publishing!This post is an adapted excerpt from our free ebook, A Practical Guide to Killer Marketing Content. To learn more about keeping those great content ideas flowing, download the free ebook here! Originally published Jan 30, 2012 12:00:00 PM, updated July 03 2013
Originally published Mar 11, 2014 4:00:00 PM, updated February 01 2017 Topics: Aimee and the team at Fishhook have the opportunity to work with many churches and faith-based organizations. They see congregations start to think about re-purposing existing stories and content to engage on a new level with old and new audiences. The four suggestions below can be used by any type of religious congregation or organization and, in Aimee’s experience, have been very effective methods when producing engaging content.Congregations have many moving parts with complex budgets, passionate leaders, and individual ministries all competing for space and attention in print and online channels. There are volunteers to organize, fundraisers to coordinate, and events to plan — all in the midst of being a place for spiritual growth and healing.These congregations also have the chance to communicate who they are to one of the most captive audiences around — an audience that they see faithfully (no pun intended) each week. And now, thanks to technology, they have the opportunity to connect with them on an even deeper level. Inbound marketing focuses on creating quality messages that pull people toward your mission. Isn’t that what you’re always striving to do?Ponder this …If your objective is to create content people love and connect with, the first step is simple — find the content.Okay, I know you’re probably thinking “duh!” but stay with me. The good news is you’re already sitting on tons of great stuff! While companies spend time, money, and manpower brainstorming content, a religious institution can simply re-purpose the already dynamic content at its fingertips.And how do you do this, you ask? Here are five existing sources that you can re-purpose for publication on your blog, as free PDF downloads, and share via social media and your e-newsletters to engage your current audience members and attract new ones:Existing Content Source #1: Sacred Texts and WritingsIf you’re going to start anywhere, you might as well start here. People have been inspired, educated, and challenged by these texts for centuries. It’s the perfect content to start with because it not only connects people to your organization, but also makes the reader think about his/her own faith.By using religious texts as the basis for some of your online content, you’re showing your audience that you value their spiritual growth, and that, even if they aren’t a member or follower of your organization, you still care about connecting them with content they might be interested in. This starts to create trust and can help take someone from a stranger to a weekend service visitor — the basic first step of the inbound marketing methodology.Existing Content Source #2: Weekly TeachingsLet’s just say for the purpose of this article that you’re at a congregation that speaks about a different topic each week, and you decide that for each teaching you’re going to write a supporting blog post. There are 52 weeks in a year. That means you’re sitting on 52 different blog topics. That’s an easy slot to fill on your blogging calendar on a weekly basis!Within each topic, though, there are probably a couple of subtopics that you could write about separately. So now we’re at a couple hundred topics and lessons that you can re-purpose into blog posts.But wait … what about videos? Podcasts? Tweets? Infographics? The list goes on and on. This is a huge opportunity to create engaging content and one that is, unfortunately, often overlooked.Existing Content Source #3: Classes and Group Studies You know that one volunteer who has been teaching class for years? Let’s just call her Ms. Grace.Anytime you talk with Ms. Grace, she seems to give you a new piece of advice or a story that somehow enhances the quality of your life. She’s always asking you if there’s anything else she could do to help. What if you asked her to write? Because she’s taught classes for years, she can bring stories of life and faith into your online content.Ms. Grace isn’t the only one you could ask. Look for people who’ve lead a small group study or prayer group. Ask them to contribute something they’ve learned to your online content. They’re usually eager to volunteer and would love to have the opportunity to tell their own stories. Existing Content Source #4: Your Supporters and ConstituentsOne of the easiest, most effective ways of creating content is to tell stories of the people who make up your network. College Park Church incorporates this into their robust blog in a clever way. This section of their blog, called “College Park People,” allows members of their audience to write their own story.These posts are moving, powerful, and full of insight and inspiration for the readers. It doesn’t take you — the communications director or religious leader — any time to write, but the impact is huge. Allowing people to tell their story not only highlights the lives of your supporters, but shows readers that you are invested in the people who invest in you. Existing Content Source #5: Wisdom From a Religious LeaderHave an officiant that loves to write? Ask him/her to share their wisdom.Our friends at East 91st Street Christian Church use this tactic to fuel their online content. Their blog post entitled “Latest From Rick” is filled with inspirational advice, straight from the senior pastor.While all religious leaders may not have a love for writing, if someone on your staff has that passion, use it! Dedicate a weekly or monthly blog spot to them. Give them the opportunity to write on any topic and speak directly to your online audience. This is a great opportunity for your people to feel like their leadership is connecting with them and giving them advice one-on-one. It can be an opening to create meaningful relationships that start online.On April 27th, 2014 from 2-3 p.m. EST, Evan McBroom of Fishhook will be hosting a HubSpot webinar on the “7 Deadly Sins of Church Communication Strategies.” Register for this free, live webinar today.How does your organization share your community’s stories online? Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Content Types
Social media is no longer a marketing afterthought for companies and organizations. Every major brand is present across the major social media platforms, and they are actively planning strategic campaigns around social activity. Companies from every industry have made the leap into social media, but healthcare has lagged behind. Why is this?Part of it is a lack of understanding about what social media is and how it integrates with current healthcare marketing efforts. Part of it is a fear of how it affects patient privacy and compliance with regulations such as HIPAA. What many healthcare organizations don’t realize is that these obstacles are all easily overcome and shouldn’t stand in the way of building up social media strategies.While many businesses cut back on advertising during a recession, plenty of research suggests that businesses should actually spend more on advertising during those times because consumers continue to watch ads. Thus, there’s this lovely void of which businesses can take advantage. Why am I telling you this? Because right now, the social media landscape in the healthcare industry is a bit like a recession—there aren’t very many players in the game and, quite frankly, the bar for doing it well is set pretty darn low.Of course, before you begin any social media campaign, always remember that in order to comply with HIPAA regulations, as well as medical ethics codes, you must protect the privacy of your patients at all times. Don’t share any information about patients, or information that could potentially identify patients, such as physical descriptions or mannerisms, etc. With that in mind, here are four ways that healthcare organizations – from patient-facing to B2B – should be using social media. 1) Give Your Organization a VoiceHealthcare companies can come across as a bit sterile, which is great when they’re talking about about the cleanliness of the equipment, but not so great when communicating with patients and the public.Use social media as a way to interact and engage with your patients or customers. Show a bit of personality. Humanize your organization. Respond to reviews and inquiries.2) Educate Your AudienceSocial media is a great way to spread the word about public health issues. Think about unique campaigns that you can run to raise awareness of an issue, such as last year’s ALS Ice Bucket Challenge. You want to limit self-promotional posts and instead focus on ways that you can help your audience, since this is not about selling a produc or a service.Remember, there’s a lot of misinformation on the Internet about health and fitness—think about ways in which your organization can combat this and use social media to positively impact patients and the public.3) AdvertiseApparently, Americans spend more time online than we do sleeping each day. It’s kind of a no brainer, then, that advertising online is a good way to reach your audience. Plus, as I mentioned above, not too many healthcare organizations are buying up ads, so the cost to play may be lower than it is in other industries.Use social media advertising to raise brand awareness for your organization, or to drive leads towards premium content downloads so that you can nurture them into becoming patients or customers. Your social media ads need to be relevant, well-written and accompanied by an image that will grab your audience’s attention.4) Give Your Audience Content They Can’t Get ElsewhereThe sky is the limit here – video tutorials for how to use at-home healthcare monitoring devices, product demos for equipment that you’re selling to hospitals and infographics with tips and fitness exercises for wheelchair-bound patients.No matter which industry segment your healthcare organization is in, whether it’s patient-facing or B2B, whether you’re a company selling state-of-the-art stethoscopes or a hospital performing cutting-edge surgeries, you have something unique to offer your audience. When it comes down to it, this is what will get you shares, likes, retweets and favorites. Social media isn’t so scary once you get started. If it helps, monitor other healthcare companies on social for a month or two first. See what they post. Make notes of what resonates with you and what feels a bit off.From there, you can build your own voice and start engaging with your audience on social media. Trust me, like those businesses who run ads during recessions, your healthcare organization will be reaping the rewards for years to come.Interested in learning more about how social media fits in with your marketing efforts? Check out our white paper, Inbound Marketing for Healthcare. Topics: Social Media Marketing 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 Apr 3, 2015 11:00:00 AM, updated July 28 2017
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 May 14, 2015 4:00:00 AM, updated February 01 2017 Content marketing is nothing new to marketers all over the world. Many of us know it’s the fuel that drives many of the key inbound marketing techniques across web, search, social, and email marketing. But because content has become a well-established part of global companies’ overall marketing strategies, the online content space is becoming more and more competitive.To get ahead and stand out, the key is knowing where in your content strategy to invest. The question is, how? And how can you tell whether you’re behind the curve or on the cutting edge of the content game? To help answer these questions, HubSpot collaborated with Smart Insights to summarise data from over 700 marketers across Europe and set a benchmark on how competitive content marketing has become. This data can help show you where to focus your content marketing activities in order to stay competitive, and it includes key insights on the data from leading industry experts.Click here to download our free industry benchmark report for driving content marketing success in Europe.Want a taste of what’s in the report? Here are a few of our key findings.1) Content marketing is hyper-competitive.We found that businesses are increasing investment in content marketing. Check out how businesses rated the value of content marketing: Key Stats:71% of businesses are creating more content in 2015 compared to 2014Only 3% of survey respondents don’t see the opportunity from content marketing. In other words, marketers believe in the power of content marketing.Over a quarter of companies are increasing internal headcount for content marketing, and 28% are increasing investment in agency resources this year.2) Managing content marketing remains challenging.We found that the key issues in managing content marketing are the creation of quality content and measuring ROI. Look at to what extent the organisations we surveyed have embraced content marketing:Key Stats:When rating their content marketing capabilities, the majority of businesses see significant room for improvement with over two-thirds (67%) rating their content marketing as basic, inconsistent or limited.Managing content creation is a headache for many, with 55% citing content quality and 58% citing content frequency as specific concerns.Measurement of ROI and content effectiveness is a challenge for over half (51%) of businesses.3) Strategy and planning are big parts of companies’ content marketing success.The following content marketing tactics were the highest rated by marketers for effectiveness:4) SEO is the most popular technique for organic content distribution.We found that marketers are using SEO tactics more than social media for organic content distribution. Notice that Google organic traffic (SEO) had much more positive ratings than Facebook, LinkedIn, Twitter, and Google+ as an organic content distribution option.5) Paid distribution on social is still not being utilised much.As you might expect, a lot of marketers aren’t investing in paid content distribution.Key Stats:50% of respondents don’t use using Twitter ads.48% of respondents don’t use LinkedIn ads.46% of respondents don’t use Facebook ads.49% of respondents don’t use Google Remarketing.Out of the respondents using paid content distribution, Google AdWords is the most used platform, with 53% having paid for their ads to show up in search results.6) ROI remains difficult to analyseMarketers are still struggling to measure ROI from content marketing.Key Stats:Only 39% claimed they were able to measure return on investment from their content marketing.Want more insights on current content marketing trends in Europe? How about predictions from industry experts on what the data means? Download our brand new report with Smart Insights, Driving Content Marketing Success in Europe, 2015. Content Marketing Topics:
Content Marketing Originally published Jun 3, 2015 8:00:00 AM, updated August 26 2017 Ever start writing a piece and wonder if anyone’s even gonna read it?Not to make you paranoid, but … you should be paranoid.Chartbeat conducted a study in 2013 that indicates most readers are only getting about 60% of the way through a piece of content. The other 40% of the stuff you wrote? Well, you could’ve gone home early that day. (You can read more about that study here.)Plan your content for every persona and stage of the buying cycle. [Free Content Mapping Template]So why are people only reading a little more than half of the content they click on? If I was a betting woman, I’d probably lay some money on short attention spans — but I don’t think writers can place all the blame on an increasingly distracted readership. Writers need to shoulder some of the blame, too, if we’re putting out stuff that is just painfully, dreadfully, mind-numbingly boring.Some writers are given a stacked deck when it comes to business writing. Content creators working in “sexy” industries (travel, tourism, food, culture) don’t have to dig too deep to write something interesting. But what about those of us in more … ahem … “boring” industries?Well, I know a thing or two about boring industries. (Sorry boss, but software isn’t the sexiest topic.) Here are some of the tricks I’ve picked up along the way — both from my own experimentation and from reading the content others in our industry publish — that helps transform a snooze-worthy topic into a more engaging read. Download real examples of remarkable content marketing in “boring” industries here.Content Marketing Tips for “Boring” Industries 1) Remember that helpful things are rarely boring. (Even if they are, objectively, pretty boring.)Be genuinely helpful. That’s a trite and exhaustingly overstated tip, but the point stands that “boring” content isn’t actually boring to the people that need it. In other words, if you’re writing educational content, then it’s interesting to those whose question you’re answering — bells and whistles be damned.For example, if someone needs an answer to a mundane question like how to unclog a toilet, how to negotiate a lower cable bill, or how to refinance a home, content that answers that question is incredibly interesting — or at the very least, it’s not actively boring. If you’re worried you don’t have the writing prowess to make a boring topic interesting, focus instead of making the most educational piece of content possible.2) Eliminate business babble, and write like you speak.You establish professionalism by providing solid advice, not by sounding like you got hit in the face with a briefcase. Write naturally, removing business babble that makes it more difficult for readers to understand what you’re saying. Let’s do a little translation to demonstrate:Look for a provider who delivers scalable marketing software solutions to adapt to the diverse and evolving needs of organizations from SMB to enterprise across all industry verticals.Huh? How about …Look for a marketing software provider that addresses the needs of companies of all sizes, and that serves all industries.Ultimately, those two statements say the same thing; but isn’t the second easier to read? Why make life harder for people?3) Write with specificity.At the intersection of being helpful and eliminating business babble lies writing with specificity. Your content will be far more helpful if you’ve taken the time to think of specific angles, scenarios, and examples that relate to your reader. You’ll be able to do this more easily if you have defined personas because you’ll have identified readers’ pain points during the persona creation process. (If you haven’t created buyer personas yet, read this blog post to get started.)What’s the difference between a generic piece of content and a specific, detailed one? It all starts with the topic. Let’s take this very blog post as an example. In retrospect, I could have written something like “Best Practices for Blog Copy” or “How to Write Good Blog Content” — but that’s so broad and generic that it applies to everyone, and yet nobody at all. Instead, I came up with a specific angle on those topics after hearing time and again from leads and customers that their industry is way too boring to write blog content about. Instead of talking generically about what makes good blog content, this post addresses one specific facet of blogging that has presented itself as a recurring problem to our audience.So yes, maybe this post excludes a segment of our audience who sells puppies or promotes supermodels — they probably don’t struggle with making their content interesting because it inherently is. But by addressing a specific problem that hits close to home to many of our regular readers, this post is far less likely to be glossed over.4) Let your sense of humor show.Infusing a light, humorous tone throughout your content can help add some life to an otherwise boring topic. Bonus: It can make it more fun for you to write, too. Don’t be afraid to crack a joke, be a little colloquial, or draw upon silly pop culture references. If it’s natural and doesn’t detract from your content’s meaning, a lighthearted tone can keep your audience’s attention for much longer.5) Use relatable analogies to explain complex concepts.If you work in an industry some might deem boring, consider that “boring” might simply be code for “confusing.” A great example is physics: There are plenty of people willing to watch Through the Wormhole and listen to Morgan Freeman explain Dark Matter. But would they be willing to read an article from a PhD on the same subject matter? Probably not … unless she had a knack for explaining concepts in terms novices can understand. (Reading it in Freeman’s deep, soothing timbre wouldn’t hurt, either.)If you work in a similarly complex industry and market to people who aren’t subject matter experts, consider introducing new concepts to readers through relatable analogies that explain things in terms they can understand.For example, though not as complex as Dark Matter, some businesses are still unclear how inbound marketing works. To make it easier to digest, we’ve come up with several analogies that put it into relatable terms. One of my favorites? “Blogging is like jogging: You have to do it consistently and over a long period of time if you expect to see results.” (For more marketing analogies, check out this blog post.)6) Edit for brevity.If your topic isn’t inherently interesting, people will be even less willing to devote time to it. Invest in an editor who can say what it takes most people to say in 100 words, in 20. The less time it takes to get through a paragraph, the less likely you are to experience reader drop-off.This becomes even more important if you consider the rise of mobile readers. Consumers spend 60% of their internet time on mobile devices, meaning content that’s difficult to read is even more likely to be abandoned. An easy-to-read mobile experience doesn’t include just responsive design; a speedier reading experience with less scrolling is important, too.7) Give readers little mental breaks.Part of not boring your audience is simply not making them feel overwhelmed. That means any written content has to look easy to read, even if it’s well-written and fascinating. Break up your text into smaller, more easily digestible chunks so readers feel capable of tackling a more difficult piece. This is particularly important if, even after editing for brevity, you’re still left with a necessarily lengthy piece.For example, I used big, bold headings in this post because it lets readers scan over each section and read only those that apply to them. You can also make use of bullets, numbered lists, images, and other formatting devices to help dense content (in subject matter, at least) look less overwhelming for readers.I’ll level with you: In an ideal world, none of these formatting devices are necessary because the writer has crafted a narrative so fascinating and expertly executed readers can breeze through it effortlessly, regardless of subject matter complexity. However, we know the real world isn’t always ideal. In those cases, lean on formatting.8) Tell your story visually, or via different mediums.Instead of words, many content creators rely on visuals to tell a ho-hum story. For example, we’ve accumulated quite the library of blog posts and ebooks about closed-loop marketing.Riveting, I know.But sometimes, a picture is worth a thousand words, which is why we eventually developed this visual to help explain it more succinctly.Keep in mind there are mediums outside the blog post, too. For instance, we’ve recently launched a podcast (called The Growth Show) because we’re aware not everyone is apt to read a blog post to learn about business growth. Similarly, we invest in video, interactive content, GIFs, tools, reports, and other asset types and mediums that help us communicate concepts in the least boring and most accessible way possible.9) Interview inherently interesting people.Speaking of podcasting …Who wants to hear a talking head spout facts? Not many, which is why broadcast news has used the interview for years to grab their audience’s attention. Bring on an authority figure or celebrity who can speak to a particular subject matter, and you’ll have more eyes and ears than if you tackled the subject matter yourself.We turn to experts in blog posts from time to time, and every week on our podcast — not just because we know our audience likes to hear from people other than us, but because other people know things that we don’t.So, does your industry have a superstar that would strike your audience’s fancy? Get them on the horn so their celebrity can help add some spice to your content.Pro Tip: There’s a good chance some of your readers are subject-matter experts and would be willing to provide quotes or interviews every so often. You could solicit their opinion to help feed your content and show appreciation for their participation in your community. (And because, hey, people love to see their name in lights.) The easiest way to do this is to tap into your social networks to crowdsource answers to questions you’d like to feature in your content. Just make sure to publicize the content once it’s written and let your contributors know when their answers will be featured.10) Shock people’s pants off.You know what’s only mildly interesting (unless you’re a marketing geek, in which case it’s awesome)? Lead generation via social media. You know what’s way more interesting? Knowing that LinkedIn is 277% more effective at generating leads than any other social network.You guys. That is way more effective.If you can take a relatively “blah” topic and find a surprising facet of it around which to center your content, your audience will be hooked.You don’t need to rely solely on data points to shock people, either. If you have the stomach for it, you could take on a bit of controversy, too. We do this every once in a while. Ever read our blog post telling the USPS to stop encouraging direct mail? Yeah, readers came down on all sides of that issue, and not all of them were the author’s. That’s alright. At least people were reading about and interested in industry issues, which is the whole point of creating all this content, anyway.Are you a marketer in a “boring” industry? How do you make your content interesting? Editor’s Note: This post was originally published in July 2012 and has been updated for freshness, accuracy, and comprehensiveness. 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:
Topics: While a strong social following on Facebook is already an immense advantage for nonprofits, those fans are about to become even more valuable. Thanks to the introduction of Facebook’s “Donate Now” button, it’s easier than ever for nonprofits to turn online engagement into meaningful monetary contributions. About Facebook’s “Donate Now” ButtonThe titan of social media has always been a logical choice for nonprofits, allowing them to connect with supporters in an environment that feels more personal than a website or print brochure does. Today, Facebook took that relationship to the next level, introduing a “Donate Now” call-to-action button option on both link ads and company Pages. Regarding the update, they said, “Now it’s easier than ever for nonprofits to connect with people who care about their causes and encourage them to contribute through the website of their choice.”When a user clicks on the button, they see a prompt from Facebook disclaiming that the social site isn’t affiliated with the company collecting donations. From there, the user will likely be routed to a brand’s website to complete their transaction. Nonprofits have two options for using the new CTA:Company Page: The “Donate Now” CTA works much like Facebook’s other buttons (“Book Now,” “Shop Now” and “Contact Us”) in that it can be added to a brand’s company page at any time, and with no cost. When included on a company’s Page, the button appears alongside the “Like” button, on the bottom right corner of the cover photo. Link Ads: To scale the visibility of the Donate Now CTA, companies can include the button in link ads, and then promote it as they would any other content. Thinking about including a “Donate Now” button on your page or in your next ad campaign? Here are 3 things to consider. 3 Tips for Using Facebook’s “Donate Now” Button1) Point The WayJust placing a button on your Facebook Page doesn’t mean users will automatically start clicking on it. Encourage donations by referencing the “Donate Now” option in your regular posts, and consider creating new dedicated content that makes users aware of the button (and how their donations will be used). Visual cues can be a big help as well. Consider swapping your cover photo to include new creative that direct the user to the button—arrows, text, or anything else you can dream up. 2) Run Highly Targeted Campaigns Just as your wouldn’t ask eveyrone who lands on your website to become a member of your nonprofit or donate to your cause, put your inbound marketing hat on and segment the audience you reach out to for donations.Avoid wasting ad dollars by targeting your link ads to the users most-likely to donate to your cause. Interest targeting can be a great place to start, as well as behavior, demographics, job title, or connections (friends of people who like your Page already). Need more inspiration? Look at your current database to identify the traits most similar amongst your most generous donors. Kick things up a notch by leveraging Website Custom Audiences to hone in on users that directly mirror exsisting donors in your system. 3) Keep Your Content Balanced Just because asking for donations is easier than ever for companies on Facebook, it doesn’t mean you can neglect the primary reason most users connect with you to begin with. Remember that content comes first, and that creating a personal connection with your fans will pave the road for longer, more valuable long-term relationships. Use your page to showcase how donations are used, and feature stories about the lives that previous donations have changed. Giving is still a two-way street. You have to provide an emotion connection before you can expect your fans to provide their credit card info. As with any campaign, it will be important to track who is clicking on their donation CTAs to measure what type of ROI is coming from their efforts, be they paid or organic. While no one platform can sustain a campaign alone, this update provides a new channel through which companies can drive incrimental donations from social—something I’m sure most nonprofits will really “Like.” Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Nonprofit Fundraising Originally published Aug 25, 2015 9:30:00 AM, updated February 01 2017
History of Internet 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: WYSIWYG. No, this isn’t another one of those newfangled acronyms the kids are using these days — it’s actually been around for quite some time.”What You See Is What You Get,” or WYSIWYG for short, refers to an HTML editor in which the content on a blog or web page appears as it would when it’s live. In contrast to traditional editors, a WYSIWYG editor focuses on the end result, allowing you to get a clearer sense of what you’re creating as you’re creating it. In Adobe Dreamweaver to Google Web Designer to the HubSpot Marketing Platform, WYSIWYG editors are simplifying the way we produce content.But did you ever stop to think about where they came from? Let’s explore.WYSI-What?Before it was used to describe the technology that enabled users to visualize what the end product would look like, WYSIWYG — pronounced wiz-ee-wig — was popularized by a newsletter titled WYSIWYG.Published by Arlene and Jose Ramos, the WYSIWYG newsletter was created for the Pre-Press industry and was eventually sold to employees at the Stanford Research Institute after three years of publishing.Today, it’s become synonymous with web editing experience — and more related terms have surfaced. From WYSIMOLWYG (what you see is more or less what you get) to WYSIAWYG (what you see is almost what you get), these variations are often used to describe the limitations of certain editors that lack true WYSIWYG functionality.History of the WYSIWYG EditorPre-World Wide Web: Bravo and WordBefore WYSIWYG editors were introduced in the 1970s, content creators had little control over the way their documents appeared. In order to customize content, typists were instructed to use “control codes” that represented the desired formatting. This meant that a function as simple as centering a paragraph was a manual process where the typists were forced to add extra spaces to create the proper format.It was evident that systems needed to change, but who would be the one to do it?After earning his M.S. in Engineering Mathematics & Statistics at the University of California, Berkeley under computer scientist Butler Lampson, Charles Simonyi was recruited to Xerox PARC in 1972. It was here that Simonyi and Lampson began developing the WYSIWYG editor, which they’d started to conceptualize while at Berkeley.By 1974, the world’s first WYSIWYG document preparation program, Bravo, became operational. Bravo was enabled by the first fully networked personal computer, the Xerox Alto, which was developed at Xerox PARC in 1972.Xerox Alto (Image Credit: Wikipedia)However, Xerox Alto was never publicly marketed, and upon realizing that the WYSIWYG program would only be used internally at Xerox PARC, Simonyi decided to seek out new opportunities. Interested in the concept of a company that solely focused on software, Simonyi joined Microsoft in 1981.At Microsoft, Simonyi worked with software developer Richard Brodie to begin development on a WYSIWYG word processor called Multi-Tool Word — which was later renamed Microsoft Word in 1983.While Microsoft Word has grown to become arguably the most widely used word processing software, it wasn’t the first of its kind. In fact, upon its release, several other tools were already dominating the marketing, including WordStar — the first mature WYSIWYG word processor from MicroPro.WordStar running on DOS (Source: Wikipedia)It was evident that progress was being made to expand the market for WYSIWYG programs, but adoption was slow during the 1970s and early 1980s due immature graphics capabilities and bitmap displays. However, as home computers grew more sophisticated, WYSIWYG programs began to crop up more frequently.Online WYSIWYGs: Adobe Creative CloudAfter the first website went live in 1991, it was time for developers to explore more advanced WYSIWYG HTML editors. The goal was to create an editing interface that made it easy for those who weren’t well versed in HTML to build websites.The first WYSIWYG HTML editor, WebMagic, was launched by Silicon Graphics in 1995. After securing $2.5 million in funding from Silicon Graphic’s president and COO Tom Jermoluk, John McCrea set out to launch a product line for web authoring.The only catch? The project’s deadline was less than 80 days away.With no time to spare, McCrea hit the ground running with the help of VP and General Manager of Visual Magic Divisions, Way Ting. Unwilling to start from scratch, McCrea and Ting managed to struck a deal with Amdahl — a maker of IBM-compatible mainframe computers — that brought them both workable code as well as developer David Koplas. From here, they assembled a small team who would work tirelessly on the project until it was ready for launch on January 25, 1995.While WebMagic was the first of its kind, similar editors were quick to follow. By October of 1995 Vermeer Technologies — which was acquired by Microsoft in 1996 — released FrontPage. Serving as the first WYSIWYG HTML editor on Windows, FrontPage was a valuable asset for Microsoft during the company’s “browser war” against Netscape. However after years of iteration, Microsoft announced that the program would be superseded by Microsoft SharePoint Designer and Microsoft Expression Web in 2006.During this time period, many other WYSIWYG HTML editors came to market, including Dreamweaver. Released by Macromedia in 1997, Dreamweaver quickly became another powerful WYSIWYG HTML editor, creating a user-friendly environment for website development.By 2005, Macromedia was purchased by Adobe — along with the rights to Dreamweaver. Since then, Adobe has maintained development on the software, which now exists amongst other powerful tools in Adobe’s Creative Cloud.Present Day WYSIWYGsThanks to the foundation laid by early WYSIWYG HTML editors, today’s editors are more streamlined than ever before. To get a better feel for how far things have come, let’s take a look at a few noteworthy releases.Google Web DesignerIn September of 2013, Google launched Web Designer, a WYSIWYG tool for building interactive HTML5 websites and ads. Web Designer employs interactivity, animation, and Google integrations to help anyone get a high quality website out the door quickly.TinyMCEThis platform-independent editor was released as open-source under the LGPL by Ephox. Designed to integrate with content management systems such as WordPress, Drupal, and Django, TinyMCE enables users to convert HTML areas to editor instances.Source: JangoMailopenElementOpenElement is a free web authoring software with a WYSIWYG interface. By automatically generating the code necessary for a website to display properly, the software makes it easy for users to drive the direction of their website.HubSpot’s Inline EditorsAlready using the HubSpot software? You may have noticed a change in your editing experience. To help you — or anyone on your team — to create more compelling content, we’ve updated our editing screens to reflect a true, full-screen WYSIWYG experience.This change comes as part of our Easy Initiative. Learn more about it here. Originally published Oct 7, 2015 8:00:00 AM, updated July 28 2017
One of my life missions has been to rescue B2B blogs from their backwater boring status and bring them to the forefront of awesomeness.Thankfully, I’m seeing the trend grow.More B2B blogs are nailing it and putting forth the level and quality of content that B2B readers truly crave … but there is still progress to be made.I’ve assembled this list of tips that can help you bring your B2B content up to the next level.9 Tips for Creating Content that B2B Readers Love1) Use jargon appropriately.Whenever you spend a lot of time in a particular niche, the jargon rubs off on you. If you’re in the military, you’re going to talk about BFO, CFB, BOHICA, BZ, EOD, JO, FTN, and everyone will know what you’re talking about. (I’m honestly not sure. I just pulled those off military.com.)If you’re into SEO, you expect to be able to use that acronym — SEO — and everyone knows what you’re talking about.Every industry has its jargon.Image CreditWhile overuse will muddy up your content, using jargon strategically can make people feel included, welcomed, respected, and appreciated for their knowledge.The first few paragraphs of this Moz article are all that you need to alert you to the fact that this is an insider’s piece. You can expect some jargon, and that’s okay.Keep in mind that jargon can be seen as pretentious, so make sure you’re using the right jargon, in the right way, for the right reason, and with the right readers.2) Go deep.B2B readers are proud of their knowledge, and rightly so. They have invested their lives, their education, their careers, and their time into acquiring professional skills.They love it when people speak to them on their level — a deep level.That’s why the B2B content that you produce should go deep. Take this expert excerpt from the Toptal blog: The final step is to iterate N elements once again replacing the element by its code for each element: element[i] = code[i]. The complexity is O(N). The complexity of FastSMQT is O(N) + O(2^L) + O(L*(2^L)) + O(N) = O(2*N) + O((L + 1)*(2^L)) = O(N + L*(2^L)) .It’s gibberish to the average Joe, but it’s pure read-worthy gold to the software engineer.Bear in mind, you can’t get content this deep from most “freelance writers” you find on Craigslist. Sourcing B2B writers is one of the first and greatest challenges to generating great B2B content.3) Predict the future.B2B blogs will thrive when they are dealing with present hot topics and future predictions. Predictive blogs tend to generate viral sharing and excited feedback.Who wouldn’t want to know the future of their industry or the precursive power of daily trends?A well-researched, thorough, and to-the-point prophetic piece is the kind of content that will give you a strong ROI. The blog, Acxiom, has an example of this kind of post:This kind of content is especially popular around the New Year, when B2B readers are particularly interested in finding out what’s next.4) Get to the bottom line.Nearly every B2B reader shares an interest in the bottom line: revenue. When you can boil down the trade to this fundamental bedrock, then you’ve landed on a popular topic.It is possible to chase everything back to this one point. Whether it’s an abstruse coding trick, a marketing move, or some other niche technique, everything somehow goes back to the bottom line.This blog is a great example of getting down to brass tacks. (Or are those thumbtacks?)The Proppelr blog uses revenue-driven content to advance the following article. And the title tells all: B2B content can and should deal with a wide range of topics. Be sure to trace these topics back to a core concern: revenue.5) Be an expert.There’s an alarming trend in B2B content marketing. It’s becoming challenging to find experts in niche fields, especially experts who have the time and ability to create long-form content for content marketing purposes.According to a report from CMI, more B2B marketers say they are challenged with finding trained content marketing professionals this year (32%) than last year (10%).It makes sense. If you have an expert, you’re probably using that expert to do great things, not just to write about them.Toptal has managed to overcome this challenge. Their business model involves attracting and recruiting the finest engineers in the industry. Their marketing strategy includes getting these gurus to create content:Even if you don’t know what optimized successive mean quantization transform is, you at least know that this B2B blog is getting an expert to wax eloquent on the subject.6) Create case studies.Case studies are a linchpin of great content.Case studies aren’t just advertisements. They are revelations of data, information, technique processes, tutorials, and a bunch of goodness rolled up into a single piece of content.Most marketers use case studies for their glaringly obvious benefit — showcasing the skills and expertise of the business.Yet case studies have a broader effect. In addition to acquiring clients, case studies bring value to the industry as a whole. Industry members and participants can learn how things are done, the techniques used, and the processes followed to achieve a certain goal.Think With Google is a collection of case studies, each showcasing what a good case study looks like:Beginning with the title, the case study promises to tell a story and bring value. The bulleted section of the case study makes for easy, digestible reading:Even failure makes for a great case study, as per the following one on JeffBullas.com:Case studies have immense value, and every B2B content marketing effort should contain them.7) Be ruthlessly tactical.The content has to make a difference.The best B2B blogs will always be those that answer the toughest questions, solve the thorniest problems, and show the clearest solutions.This article from Cardinal Path exemplifies the tactical approach: The writer explains exactly why he has written the whitepaper: “‘But which one is best?’ — We get that a lot too….Our newest whitepaper, A Marketer’s Guide to Finding the Right Analytics Solution, provides an overview of the major analytics platforms and offer insights into ways you can optimize your solution.”There’s no need to keep your readers in the dark. A good B2B article should do the following:Address a problem. This should be a commonly-identified issue in your field. It’s something that your audience deals with.Sketch the problem for the reader. They’ve got to be able to relate to it — to say, “Yeah, I have that problem!”Solve the problem. This is the meat of the article.Such articles will be tactical to the bone. They explain clearly how to do, what to do, what it looks like — with data to back it all up. The more specific, detailed, and actionable you can be, the better.8) Bring forth the juicy data.Ah, data, how we love you.When a B2B blog publishes a solid mass of data, the data aficionados, bloggers, ponderers, thinkers, movers, and shakers pounce on it.The Content Marketing Institute is a purveyor of data. Their research-backed approach gives to their B2B audience exactly what they crave — lots and lots of data.The more statistics, pie charts, line graphs, and bar graphs you can pack into your article, the better.9) Just say it, prove it, and be done.Some writers obsess over style.How does it sound? Is my tone correct? What’s the best word in this particular sentence? How should I wrap up this paragraph? Should I use a question here, or is a declarative sentence better?I’m all about stylistic finesse. You don’t want your blog post to fall flat with a can-hardly-read-it style. On the other hand, you don’t want to obsess over it. Great B2B content simply says what it needs to say, proves it, and that’s it.If you have a flair for style, so be it. But don’t make stylistic perfection your goal.I’d argue that Invision has one of the leading design B2B blogs in the industry. Their content is typically packed with data and actionable information, but they don’t pursue a sizzling style.An article that contains the words iterative, prototyping, methodology, articulate, and hypothesis in the first couple of lines?It’s not exactly a man-bites-dog style.Let me make the point clear with an example. ViralNova is B2C:You don’t need this kind of content. You don’t need the “OMG!” approach or the cliff-hanging style for a B2B blog. Your goal isn’t to be Hemingway, let alone ViralNova. Your goal is to be as clear as possible.ConclusionThis article has focused on articles as the primary portal of B2B content. The reason for this focus is because of the lack of quality I’ve noticed in many B2B blogs.Keep in mind that B2B content can take myriad forms. For example, advanced and powerful webinars are an explosive source of producing high-value content with the extra advantage of generating direct leads.Whatever the style, medium, approach, or goal, keep these tips in mind.What trends, tips, or tactics do you have for creating killer B2B content? Let us know in the comments section below. Originally published Nov 2, 2015 8:00:00 AM, updated July 28 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack B2B Content Marketing Topics:
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 Mar 8, 2016 7:00:00 AM, updated February 01 2017 Resume and Cover Letters When you’re applying for a brand new job, simply adding a few lines to your old resume and calling it a day isn’t going to cut it. First, you have to research your target job market — because once you get an idea of who’s gonna read your resume and what’s important to them, you can shape your message accordingly. Then, you’ve got to format your resume properly, structure and write your role descriptions in a compelling way, pick the interests that are relevant to the job and the company’s values, and so on and so forth.Download our 10 free marketing resume templates here. But wait … how many pages should my resume be again? What’s the best way to write those role descriptions? And what are the buzzwords I should be avoiding at all costs?Don’t worry. The folks at StandoutCV have you covered. Check out their infographic below to learn how to write a standout resume in seven simple steps, including all sorts of helpful tips and tricks along the way.187Save187Save
Collaboration/Teamwork Topics: This post originally appeared on HubSpot’s Sales Blog. To read more content like this, subscribe to Sales.Over a century ago, President Theodore Roosevelt delivered a now-famous address that immediately cemented its place in the Motivational Speech Hall of Fame.“It is not the critic who counts; not the man who points out how the strong man stumbles,” Roosevelt said. “The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who comes short again and again, because there is no effort without error and shortcoming.”Well … yeah. Roosevelt was right — decisions are made (and victories claimed) by those who show up. But maintaining that kind of resilience day in and day out is easier said than done. On days when you’ve been pummeled with one setback after another and have worked 12 hours straight with no end in sight, how do you keep going?You could quit. Or you could read on for nine ways to buck yourself up and work through it.9 Easy Exercises for Staying Motivated All Day1) Keep a running list of wins to refer back to when the going gets tough.HubSpot sales rep Greg Fung has a simple, ingenious way of keeping discouragement at bay. Fung keeps an Evernote list of all the sales deals he feels he’s unjustly lost — the “wrongs” — along with their value, and does the same with his sales wins and job-related “gifts.”“Keeping a record of where I’ve been ‘wronged’ actually helps me mentally release the negativity,” Fung says. “And more importantly, when I tally up the dollar amounts for both columns, I find that my ’rights’ far outweigh the ‘wrongs.’”2) Set the right mood with the right music.Our environment can have a huge impact on our moods, and while you can’t control the weather or the traffic, you can set the right tone with music. There’s real science behind the way we react to different types of music — for example, research suggests that video game soundtracks improve concentration, while nature sounds could enhance cognitive function. Check out these six specially-curated playlists that’ll put you in the right mood to tackle your day head-on.3) Pump yourself up with a motivational video.For some of us, a song just might not cut it — maybe you need a more direct message, or maybe you (like me) can quickly tune out music as background noise. Never fear. If you need a quick jolt of inspiration, any of these videos will get your blood flowing — Kayla Kozan has compiled 10 clips from psychologist Amy Cuddy, Steve Jobs, motivational speaker Eric Thomas, Leonardo DiCaprio in The Wolf of Wall Street, and more.4) Set a morning routine.Your willpower is strongest in the morning, so start your days off right. Making a routine of the things you need (or want) to do each morning will make it easier to get through the rest of your day, because you’ll be starting every day having accomplished something. Buffer has compiled a list of uber-successful people’s morning routines (think Anna Wintour and Margaret Thatcher) — check them out for inspiration.5) Knock out a few quick wins in the first half hour of each day.This one requires reframing how you view a “win.” It doesn’t have to be a successful connect call — leaving a great voicemail or sending a good prospecting email are both small, yet significant, things you can celebrate.While you should always be working on improving your weak areas, there’s no reason to start your days discouraged. Prioritizing the things you’re great at allows you to start off your day strong and puts you in the right frame of mind to stay positive and focused.6) Start your most difficult task the day before.Oftentimes, the hardest part of completing a difficult project is simply to get started. When I write long blog posts like this one, I don’t try to complete it all in one fell swoop — even though I could, it’s not the way I prefer to work. The psychological burden of knowing I have to research, outline, write, and format a post all in one day causes me to procrastinate and dread starting.But I’ve found a system that circumvents this problem. I spend the last part of each day researching and outlining the posts I’m going to write the next day, so that when I head into the office each day to write I know I’m not starting from scratch. This technique accomplishes two things:Outlining requires less brainpower than writing. Outlining posts the day before keeps me productive at the end of my day, when my willpower is drained and it’s harder for me to focus.I can dive straight into the most challenging part of my day as soon as I sit down. This sets the tone for the rest of my day and keeps me moving forward instead of getting sidetracked or discouraged.If you have a big meeting you need to prepare for or a major project you have work on tomorrow, start it today or create a plan for how you’re going to tackle it. You’ll be amazed by how much more you accomplish when you do a little prep work.7) Do something every day that makes you happy.We don’t procrastinate because we’re lazy or have poor work ethic — generally, it’s because we’re unhappy. In Temptation: Finding Self-Control in an Age of Excess, journalist and public policy scholar Daniel Akst wrote that ultimately, “procrastination is a mood-management technique.”Build some simple joys into your routine. Take time out of your schedule every month to volunteer for a cause that matters to you, put on a favorite piece of music while you’re brushing your teeth, or do something as simple as packing a lunchtime treat for yourself in the morning.8) Reward yourself.In his landmark study, Ivan Pavlov trained a dog to salivate at the sound of a bell by ringing it every time he brought the dog food. While I certainly don’t mean to compare you to a dog, you can hack your brain the same way to great effect.“Research shows that rewards are responsible for three-quarters of why you do things,” neuroscience blogger Eric Barker writes. “So treat yourself whenever you complete something on your to-do list.”9) Use the “chameleon effect” to get inspired.1-800-GOT-JUNK? founder Brian Scudamore uses the chameleon effect to feed off the energy of a particularly focused or driven employee when he’s feeling distracted. Simply by sitting next to his more focused colleague, Scudamore is able to mentally reset and get himself back on track.Feeling down at work? Go find the most enthusiastic, motivated person you know — the one who bleeds your company colors, always seems to have a new side hustle, and actually follows through. Grab coffee with them and feed off their good energy.How do you motivate yourself? Let us know in the comments below. 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 Mar 12, 2016 8:00:00 AM, updated February 01 2017
Instagram Marketing Originally published Feb 14, 2017 6:00:00 AM, updated October 30 2019 Topics: For many marketers, it’s no longer enough to have a strong Twitter or Facebook presence. We’ve got to go where our prospects and customers are — and for many folks, that’s Instagram.Still working on getting started on Instagram? Got an account but struggling to get more followers and turn them into leads? Unsure how to post and schedule great visual content?We’ve got tools and solutions to all of that, whether you’re new to or experienced with using Instagram for business.In this YouTube Live event, experts from Iconosquare and HubSpot will teach you the most current strategies on how to grow, delight, and transform your Instagram audience into leads. With your help building the agenda, we’ll get your most burning questions answered by two bonafide Instagram experts.Meet the Instagram Experts Don’t forget to share this post!
Originally published Mar 22, 2017 6:00:00 AM, updated July 28 2017 Don’t forget to share this post! B2B Content Marketing Topics: When you’re trying to get somewhere — by foot, train, bus, or car — how do you pass the time?I’m one of those people who always has to be listening to something. Whether it’s a new Spotify playlist or the latest episode of a podcast, I use pretty much every opportunity to consume audible content.I’m hardly the only one who’s partial to audio in this way. According to the 2016 Edison Research Infinite Dial report, despite our content consumption becoming increasingly digital, we still love sound and sound alone. Online radio listenership, for example, has increased by 35% since 2005. But what does that have to do with us? Download Now: Free Social Media CalendarWe believe that this listening behavior creates a tremendous opportunity for marketers — especially those in the B2B sector — to create branded, audible content. Audio is often associated with consumer marketing, but those kind of assumptions create a missed opportunity for B2B brands. After all, here at HubSpot, we create content for marketing and sales professionals in a variety of formats, and if you read our blog, it’s no secret that we’re constantly nagging you to do the same — even with audio. So let’s explore the ways that can be done, starting with a look at the science behind the act of listening.The Listening ProcessBefore you start creating audio content, it might be helpful to understand how and why people listen. The act of listening, according to Merriam-Webster, is “to hear what someone has said and understand that it is serious, important, or true.”It also helps satisfy different physiological goals. We listen to alter our moods, stay alert, and figure stuff out. In humans, that’s been the case for pretty much as long as we’ve been in existence. The process starts when we receive auditory stimuli, which our brains then have to interpret. That’s aided by other senses — like sight — and helps us better figure out what we’re hearing.Once our brains have interpreted these auditory signals, we follow a series of steps that consist of recalling, evaluating, and responding to the information we consume:Source: Matthew Edward DysonIt’s that third step in the process — recalling — that might be the most important one for marketers. Numerous studies have discovered how listening triggers a widespread network of activity throughout the brain. That activity is what links auditory stimuli so strongly to memory.That might be why we love to talk about things we’ve heard, like a great song, for example. We’re actually sharing a story about our memory of what we heard. And that comes back around to what we do as marketers. We share the stories of and about our brands in a way that will get people to pay attention and listen to us.So, let’s get started, and begin creating content that people will listen.4 Ways to Use Audio in B2B Marketing1) PodcastsBranded PodcastsAccording to Edison Research, podcast listenership has been on a steady rise since 2006 — in fact, it’s grown by 25 percentage points. Source: Edison ResearchPeople often make the mistake of thinking that podcasts are largely consumer-facing. We think of those that are aired on public radio or hosted by celebrities for the masses of bored commuters trying to pass the time. But in reality, there are a number of B2B podcasts out there, like Duct Tape Marketing, ZenDesk’s Relate, and HubSpot’s The Growth Show.But when it comes to creating branded podcasts, many B2B marketers make similar objections that we used to hear about blogging — such as, “I don’t have time,” or, “I don’t have anything to say.” Podcasts, like blogs, follow the pillars of inbound marketing, in that you’re creating valuable, educational content for people who are searching for information on what your business does best. That’s one way The Growth Show works, for example. Because HubSpot’s marketing, sales, and CRM software comprise a growth stack, we use our podcast to discuss related topics with business leaders who have accomplished notable growth, and who have good stories.“Companies — especially B2B companies — have such a hard time telling their organization’s story,” says Kierran Petersen, The Growth Show’s associate producer. “Creating a branded podcast is the perfect opportunity to do that. It’s such a personal way to give people insight into what you do, by showing your audience who you actually are.”That’s where the answer to the second objection — “I don’t have anything to say” — comes in. When people tell us that’s why they can’t invest time in blogging, we usually say, “Write what you know.” The same thing goes for podcasting, but instead of writing, you’re speaking about what you know. And for some, that might even come easier than writing.Of course, creating a branded podcast isn’t as simple as recording 30 minutes of stream-of-thought remarks on your business. It helps to approach this content creation the same way you would for a blog, and create an editorial calendar to plan and outline different topics, as well as people who you’d like to interview. You should also consider how you’re going to distribute that content and the different platforms that your audience can use to consume the podcast. For beginners, we recommend free tools like SoundCloud, or experimenting with different ways to share the audio across social media.Repurposing Blogs as PodcastsIf you’re still feeling a bit uncertain about creating an original podcast, you can start on a smaller scale by repurposing your existing content. On some blogs, you may have come across the option to listen to an audio version of the post. That’s one fairly easy way for businesses to create original audible content — take what you’ve already written, and turn it into a spoken-word version.There are several ways to pull that off. Some brands turn their blog posts into full-blown podcasts of varying length, complete with an introduction, music, quotes, and sound effects. That’s what National Public Radio — better known as NPR — often does with its various news stories. Notice how this piece, for example, has both full text and audio, the latter of which can be heard below.But others, like The Atlantic, take a different approach, and dictate the full text of articles, treating it like an audiobook. Check it out:There’s no “right” way to repurpose existing content for audio this way — that largely depends on the length of the piece, or if you want to abridge the writing for the spoken word. The important thing to remember is that it’s not impossible, and with a bit of creativity, there are numerous ways for B2B marketers to create audible content of this kind.2) AudiogramsSnippetsIn February, you may have noticed that HubSpot’s co-founders, Brian Halligan and Dharmesh Shah, penned a special post on the Marketing Blog dedicated to the 2016 year in review. But it didn’t end there. Across our online presence, HubSpot distributed year-in-review messages in various formats, including nifty little audiograms.“But what’s an audiogram, Amanda?”I thought you might ask that. Well, an audiogram is a snippet of — imagine that — audio that overlays a still image. We curated a collection of these on our website, and posted some on Facebook, like this quote from Bertie Ocampo, Hubspot’s APAC event & field marketing manager.Audiograms can be shared on Instagram, too, which is “mobile first, so odds are good that folks will have their headphones in,” says Marissa Emanuele, HubSpot’s social media manager. But she encourages providing context — don’t just post a snippet over a picture and expect people to understand its purpose. “Audiograms are always better,” she explains, “if they incorporate text or captioning of some kind.”… Or LongerThis strategy can also work with longer audio files, says Chelsea Hunersen, a social media manager at HubSpot. “We’ve shared some videos,” she says, for example, “that play an episode of The Growth Show, with an image that says, ‘this is audio’.”That means you can use this same technique with audio samples that are “longer than 30 seconds,” says Hunersen. So when you’re thinking about ways to distribute your podcasts, here’s one — consider turning them into audiograms, or pairing them with these images-as-video.3) Facebook AudioSource: FacebookIn December 2016, Facebook announced its latest live content feature: Live Audio. “Sometimes,” read the official announcement, “publishers want to tell a story on Facebook with words and not video.” That’s usually due to two reasons:Audio is often a bit lower-maintenance than video, in that it requires less hardware — like cameras — and lower connectivity.It’s also a bit easier on the listener. “Audio is a really low commitment way to consume content,” explains Hunersen. “I can have the audio open in my browser and listen to something like I would a podcast, even if I don’t watch it at the same time on Facebook.”Facebook Live Audio has flown a bit under the radar since this announcement, and it’s unclear whether or not it’s actually available to marketers yet — so far, we haven’t seen it used. Plus, Hunersen explains, “It’s supposedly only available on Android” devices.But it does present another audio content distribution option for marketers, however: To double a podcast recording as a Facebook Live broadcast.How does that work, exactly? Well, perhaps you’ve seen videos of radio hosts broadcasting live videos of themselves in the recording studio, and sharing a visual version of the interviews they’re conducting, for example. Here’s one example of a German radio station that created this kind of content with independent musician Astronautalis:While that example might fall into the B2C realm, it can easily be adapted by B2B organizations. It also shows how a Facebook Live stream of your podcast recording or interview can be repurposed as pre-recorded video later on. Film a brief intro from your guest, and follow it with a clip of one of the most interesting moments from the conversation. It also brings up a great way to keep the audience engaged — ask them for questions they’d like to ask your guest in real-time.4) Other Spoken ContentWhen marketers set out to create content, accessibility isn’t always something that’s top of mind. For individuals with visual impairment, for example, something like an infographic or a flowchart isn’t the most consumable piece of content.That’s just one reason why adapting your visual and written content into audio versions can be so valuable. Not only does it create a way to consume what you’ve created in a portable way, but also, you’re making it available to a broader audience.It’s like creating audible versions of books, for example — that allows people to enjoy or consume novels or nonfiction when reading isn’t an option, like while driving. B2B marketers can do the same thing with their ebooks and whitepapers. But be certain that it’s still interesting to the listener. There’s nothing less engaging, for example, than a computerized dictation of written content. When you record the spoken versions of this content, make sure it’s read aloud by someone who can bring energy to the words, instead of just reciting them in a monotone fashion.Start TalkingI don’t know about you, but I’m pretty excited. I feel a newfound motivation to get out there and create something for people to listen to, and I hope you do, too.As these examples show, using audio in B2B marketing doesn’t have to be a huge undertaking — it can be as simple or as large-scale as you want, depending on your resources. You can create something completely new, or repurpose what you’ve already got.Just remember: Always keep it engaging. And whatever you create, we can’t wait to hear it — we’ll be here, listening.How have you used audio in your marketing? Let us know in the comments.
Originally published Jun 8, 2017 5:00:00 AM, updated June 08 2017 Topics: Don’t forget to share this post! At this point, everyone knows that e-commerce is no longer “the next big thing” — it’s the current big thing. eMarketer estimates e-commerce sales will reach $4.058 trillion in 2020, or 14.6 percent of total retail projections for that year.The e-commerce space is a hot, crowded market, and the brands that rise to the top will have to be able to cultivate a loyal and rabid fan base. As an agency pro, it’s your job to help your clients grow that base.You’re probably already killing it using social media, paid advertising, and other digital tools and techniques. However, when even those tried-and-true channels become stale, it’s time to step outside of what we do every day to gain a new perspective.One way to do that is by placing your clients in a physical location — at least temporarily. Thinking outside the box in this way helps them build stronger relationships with their customers, as well as connect organically with fans of similar brands. While people like to purchase online for the convenience, the truth is that many consumers would love to be able to touch, smell, and see whatever it is they’re buying in person.Building a Concrete Case for Brick-and-Mortar According to Retail Dive’s Consumer Survey, 62 percent of consumers want to examine and try out items before buying. Researching products online is key, but most people enjoy the tactile experience of hunting for them and actually touching them.Shopping is a form of recreation for much of America. One could go so far as to say that America’s real favorite pastime involves going to a store, browsing the options, picking things up, and putting them back — all of which can increase brand awareness and tighten the bond between the brand and the consumer, even if it doesn’t result in a sale.Of course, e-commerce brands are online for a reason, so diving into brick-and-mortar storefronts may not be in their business plan. That’s why agencies should use physical locations to cross-promote their e-commerce brands. It’s not about making a complete pivot to brick-and-mortar locations — it’s about making a brand’s presence known in a clear and tangible way and boosting consumer interest by bringing related brands together under one roof.We did this recently at Hawke Media with a new initiative called The Nest. Basically, we took the co-living and co-working cooperative trend to the next level and offered our clients an opportunity to enjoy the benefits of a co-retail space.Launching a Pop-Up Store That PerformsFor our recurring pop-up retail space, we curate 10 complementary client brands — including fashion, lifestyle, health, and beauty brands for both men and women — and bring them together seamlessly, without any direct competition.Every brand has its own custom-tailored space in the store, but we chose certain design elements that lend overall cohesion to the layout of the shop. We produce six in-house events featuring live music, drinks, and giveaways, beginning with a kickoff where each brand can invite 150 guests so there are supporters of each one in attendance.By launching The Nest, we helped our clients provide a new experience to their customers and cross-pollinate with fans of other brands with minimal involvement on their part. We reached more than 2,800 new customers in person, as well as hundreds of thousands of people on social media.Before you can make physical cross-promotion work effectively, you have to identify the right e-commerce clients by asking two questions:Who needs a physical touchpoint the most?Who will be able to capitalize fully?Identify brands that currently sell only online but whose products would benefit from being seen and felt in a brick-and-mortar space. Sometimes, it’s difficult to adequately convey their subtle, yet tangible, selling points in the digital realm. Consider the scent of a candle, the taste of craft tea, or the comfort of a hoodie.Putting clients who sell products such as these into a physical space allows them to establish a connection with a larger pool of potential customers and really showcase what makes them so unique.Brand buy-in is vital. A lot of e-commerce companies disregard brick-and-mortar options altogether, and that’s OK. They know their space and where they have the best chance of success, so they’re probably not the ones you would ask to pursue a physical channel.With The Nest, we drove the promotion and awareness-building efforts surrounding the space, and the brands brought in the people and inventory. If the brands aren’t all-in on maximizing the effort to make the experiment work for them, it will weaken the experience for everyone.Find clients who are excited to try new things and willing to experiment. Collaboration is also key; brands have to be willing to cross-promote each other and share the wealth. The right brands will make any physical location the place to be.The Keys to Cross-PollinationCo-retailing is not about huge spikes in revenue: It’s about the experience and about cross-pollinating customers from brand to brand.Remember these three key points to keep your agency and your brands focused on the goals of a temporary pop-up store:1) Encourage brands to invite their most ravenous customers. In order for brands to cross-pollinate, they have to bring out people who care about the whole industry, not just their brand. If only friends, family, and targeted shoppers show up, they won’t engage with the other brands in the space.2) Promote it as a social experience. People love farmers markets and festivals for a reason: The experience of browsing is often as good as gaining access to the products. Encourage your brands to re-create that experience, and include brands with broad social reach that will entice even more followers to come out. If you have 10 brands, and each introduces 50 of its own fans to another brand, you’ve helped each brand reach 450 new potential customers.3) Focus on awareness. This is a play for attracting customers, not a direct attribution play. When you gather your brands together, it gives their super fans the ability to form connections with other brands. It’s not about driving a direct response, building revenue, or fueling sales; it’s about letting people experience the product and the brand’s culture. Accentuate visual, aural, auditory, or olfactory features — anything that affects the senses will strengthen the connections formed in the space.As a digital agency, you’re already taking all of the essential steps to serve your clients. But every other digital agency is serving its clients with the same tactics. Doing the same things your competitors do means settling for the same returns or worse. You need novel ways to help your clients’ brands take flight.Creating a co-retail space was one of the best things we’ve done for our clients in the last year. Opening up to new fan bases lifted everyone’s brand awareness, and allowing customers to see, feel, taste, and experience their products deepened connections. Agency Marketing
In 2012, J.C. Penney stopped promoting sales and offering coupons. Instead, they advertised new “everyday low prices” — which seems like a pretty good idea, right? Except, in 2012, sales for J. C. Penney actually dropped 25%.J.C. Penney found they actually made more money when they raised the prices of their products and then arbitrarily lowered them, calling these “last-minute deals.” People were more likely to buy when they felt like they were getting a special deal, instead of an “everyday low price.”While the example of J.C. Penney might seem bizarre, it makes sense for people like Ms. Fobes, a blogger who runs Penny Pinchin’ Mom. Ms. Fobes told The New York Times she stopped shopping at J.C. Penney when the discounts went away, because, “For someone like me, who’s always looking for a sale or a coupon — seeing that something is marked down 20 percent, then being able to hand over the coupon to save, it just entices me … It’s a rush.”If you relate to Ms. Fobes’ discount thrill, you’re not alone. The rush of finding a deal can often entice shoppers to make more purchases. And, luckily for ecommerce sites, the psychology behind discounts doesn’t just exist for brick-and-mortar shops — it extends to online shopping too with flash sales.Download Now: Ecommerce Planning Templates + KitWhat is a flash sale?A flash sale is a short-term discount or promotion on products offered by ecommerce stores, typically lasting for less than 24 hours. The goal of a flash sale is to entice online shoppers to impulse buy, increase brand awareness and customer loyalty, and compel shoppers to check out other non-sale products listed on the site.Flash sales generate an average 35% lift in transaction rates. Along with increased revenue, flash sales can help your ecommerce business get rid of excess inventory and stabalize your existing inventory. Most importantly, flash sales often drive a large audience to your site and incentivize viewers to purchase non-sale products, as well.To feed your audience’s thrill-seeking appetite and grow your online presence, we’ve created a list of seven easy steps to run a flash sale, along with examples of successful ecommerce flash sales to kickstart your own strategy.How to Run a Flash Sale in Seven Easy Steps1. Determine the goal of your sale:Flash sales enable you to accomplish a bunch of different things, and focusing on a goal can help you measure your success. So let’s narrow it down: do you have excess quantity in one specific product that isn’t selling? Do you want to stabalize your inventory by encouraging buyers to focus on different products? Or, do you want to escalate traffic to your site by providing a discount on a high-quality product? Focusing on a goal can help you pick which products you want to use for the flash sale.2. Choose the right product for your ideal market:While this might seem like a contradiction to step one, it’s important to note you can’t just choose any product you want to get rid of — the product you choose must align closely with your target audience. If you want long-term customers, you need to put a discount on products that encourage the right people to click on your site.3. Promote sale ahead of time:People like to do research and read reviews on products ahead of time, so it’s wise to give your shoppers a heads up before your flash sale is live. This is also a chance to broaden your reach on social media and through email by creating fun countdown emails and social media posts.4. Word it correctly:It’s critical that your discount stand out: saving $5 on a $100 purchase probably won’t attract as much attention as you want, so consider how to phrase your offer for optimal reach. There are two different directions you can take with your wording: “Get $$ off,” which emphasizes achieving a gain, and “Save $$,” which emphasizes avoiding a loss. While this depends on your target audience, in general, people are more motivated to avoid pain, and missing out on a good discount definitely feels like pain.5. Keep time-frame short:The reason a flash sale works is because it spurs impulse purchases and, to quote Ms. Fobes, a “rush.” Make your audience feel the pressure: Three-hour flash sales have the highest transaction rates at 14%, and ideally, your flash sale won’t exceed 24 hours.6. Check your inventory:To get the most out of your flash sale, make sure you have enough of your discount products in stock. Use a logistics company to determine how much you’ll need. You don’t want to sell out of the discount product too early, leaving people with a negative experience of your brand.7. Prepare for shipping and delivery:It will be hard to retain your newfound customers’ loyalty if it takes a month for them to receive the products they purchased. In today’s ecommerce world, where same-day and next-day shipping are typically expected, you’ll want to prepare ahead of time for mass shipping and delivery so you can offer a seamless experience, start to finish.6 Examples of Great Flash Sales1. J. CrewThis flash sale works because J. Crew ties it into a very specific, niche audience: people who sail. If you’re into sailing, this flash sale will incentivize you to check out J. Crew’s discount sailing clothes. It’s a smaller audience, but it’s also more likely to be an engaged one.2. LoftThis flash sale works because of its mystery component. The bright purple call-to-action button compulses buyers to click to find out how much of a deal they’ll get, and more than likely, once they see what they’ve “won,” they’ll check out Loft’s products to use their discount.3. HypeBy offering discount tiers — the earlier you claim your discount, the more money you save — Hype supplies an intense feeling of urgency (Oh, will I be one of the first? Let’s try!). Making your flash sale feel like a competitive game can be very effective.4. Auchan RetailAuchan Retail, a French international retail company, shows multiple children in their flash sale advertisement, indicating there will be a lot of items for sale. This flash sale encourages online shoppers to check out all the products they could get half-off.5. Pottery BarnThis flash sale uses the wording “select dressers,” to increase the desire to click to find out which dressers Pottery Barn means (What if I happen to love one of the discount dressers? I should check, just in case). It also shows an adorable boy sitting on a dresser, inspiring the viewer to imagine their own child using this dresser.6. JetBlueWhen I see this offer, I’m so shocked by the great deal I don’t even worry about where the discount one-way ticket is sending me. The low $15 offer probably isn’t a flight to Paris, but it draws viewer’s attention and provides that much needed rush of thinking, Wait, where can I fly for less than $20? I love to travel, might as well check it out! Don’t forget to share this post! Ecommerce Topics: Originally published Apr 10, 2018 8:00:00 AM, updated August 09 2019