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By Jenny Anderson

The desire to read more books is a noble, and widespread, aspiration. But who has the time?

The desire to read more books is a noble, and widespread, aspiration. But who has the time?

Peter Bregman does. The author and leadership coach developed a strategy to read 10 times more books than he used to, with each taking a quarter of the time as before.

If it sounds dubious, consider this: the books he reads are written by authors he interviews on his podcast, so he can’t really fake his way through the interviews, pretending to grasp the material. “I have read lots of books cover to cover, but the books I read this way I get more out of, I remember more clearly,” he tells Quartz.

He developed his strategy, which he applies only to nonfiction books, with the help from the late Michael Jimenez, a professor of Latin American history. It’s pretty simple: you don’t have to read the whole book. But you need to actively read some of it, taking notes along the way on key points, and potential questions.

Here’s how it works:

1) Start with the author

Get some context: who is writing the book and why?

2) Read the title, the subtitle, the front flap, and the table of contents

What’s the big-picture argument of the book? What’s the flow?

3) Read the introduction and the conclusion

This is a classic skimming strategy. But as it happens, authors generally provide an argument and a roadmap in the intro, and a summation in the end. So it’s a good strategy.

4) Read/skim each chapter

Bregman writes:

Read the title and anywhere from the first few paragraphs to the first few pages of the chapter to figure out how the author is using this chapter and where it fits into the argument of the book. Then skim through the headings and subheadings (if there are any) to get a feel for the flow. Read the first sentence of each paragraph and the last.

5) End with the table of contents again

How did it all fit together? What was the flow? Did it work? Did the author make his/her case?

Many of us read in bite-sized chunks, a few minutes before bed, between stops on the subway while other commuters are fighting for space under your armpits, or while the kids are taking a bath and trying to drown each other.

That strategy—call it “life”—has two problems: it takes ages to finish a book, and it is hard to retain much of it. By reading in one-to-two hour slots, but actively reading—taking notes, thinking about the book, and looking at the architecture of the argument—you can actually retain it, Bregman argues.

“It surprises me a little that reading a book, not thoroughly, in one to two hours, makes it easier to apply and retain than reading it in eight hours,” he says. The upside to not reading every detail is seeing the big picture, which is mostly why we read nonfiction (versus fiction, which is very much about all of the words).

There is a downside: this sort of reading is not relaxing. “You can’t zone out,” Bregman says. For that, he reads his kids fantasy books. And would he put books he’s written—which are, not surprisingly, about how to use time more effectively—to the one-to-two hour test?

“If you want main points, and get a flavor, you could read it this way,” he admits, but “I hope I make them so fun to read that people—even as they try to skim—they get drawn in to the examples.

By Jenny Anderson

Sourced from QUARTZ

By Jodie Cook

LinkedIn crossed 1 billion users this year and professionals of all types are flooding in. Coaches especially.

The platform shed its corporate stuffiness and became the place where serious business happens. While Instagram influencers fight for attention with elaborate reels, LinkedIn delivers something different. Professional conversations that turn into clients. Play the game and get some of those for yourself.

Coaches who understand LinkedIn are building six-figure businesses without cold calling or misaligned networking events. They post thoughtful content on Tuesday morning and book discovery calls by Thursday. They send connection requests that get accepted and start conversations that convert. The platform rewards depth over volume, expertise over entertainment.

If you’re ready to build your coaching business, here’s how to do it on LinkedIn.

How coaches can use LinkedIn to grow their business

Define your coaching client ICP on LinkedIn

You know your ideal client’s fears, desires and beliefs. You’ve mapped their emotional triggers and understand what keeps them awake at night. But LinkedIn requires translation. The platform organizes people by job titles, company sizes and industries. Your deep understanding needs practical application.

Start with their LinkedIn headline. A burned-out marketing director describes herself as “VP Marketing at TechCorp” not “seeking work-life balance.” Map your ICP’s inner world to their professional identity. If you coach founders through scaling challenges, search for “Founder,” “CEO,” and “Co-founder” at companies with 10-50 employees. If you help lawyers find fulfilment beyond billable hours, target “Partner” or “Senior associate” at mid-size firms.

Location matters when you offer in-person sessions. Industry matters when you specialize. Get specific about the wording that identifies your people. Know exactly who you serve by how they describe themselves on LinkedIn.

LinkedIn profile optimization for coaches

Your profile works 24/7 as your strongest asset. Most coaches waste this opportunity with generic descriptions and corporate speak. When someone lands on your profile after reading your insightful comment, they decide in seconds whether to connect or click away. Make those seconds count. Supercharge your LinkedIn profile with specificity and personality.

Your headline does the heavy lifting. Skip “Executive Coach | Leadership expert | Speaker” because everyone uses that formula. Write something that makes your ideal client think “This person gets me.” Try “I help corporate mums get more sleep” or “Turning overwhelmed lawyers into fulfilled leaders.” Your about section should tell your story in a way that mirrors your client’s journey. Share why you became a coach, the moment you realized traditional success wasn’t enough, and the transformation you help others create.

Use short paragraphs, specific examples, and end with a clear next step. Your featured section should showcase your best work: client testimonials, your most popular posts, a case study that demonstrates results. Every element of your LinkedIn profile builds trust and positions you as the obvious choice.

LinkedIn content strategy for coaches

Forget posting daily motivational quotes or resharing Gary Vee videos. Your LinkedIn content strategy starts with solving real problems for real people. Share the conversation you had with a client yesterday (keeping it anonymous). Break down the framework you use to help founders delegate effectively. Tell the story of your own leadership failure and what it taught you. LinkedIn works for coaches when they focus on value, not volume.

The LinkedIn algorithm rewards dwell time: how long people spend reading your post. So give them a reason to stay. Open with a hook that speaks to their current struggle. “You just hired your 10th employee and suddenly nothing works the way it used to.” Develop your point with specific examples and actionable steps. Close with a question that sparks meaningful discussion. Post when your ideal clients check LinkedIn, typically Tuesday through Thursday, early morning or lunch hours.

Consistency beats frequency. Three thoughtful posts per week outperform daily fluff. Engage genuinely on other people’s content. LinkedIn tracks meaningful interactions and rewards creators who contribute to conversations rather than just broadcasting. Your commenting strategy matters as much as your posts.

Master the art of LinkedIn messaging

Direct messages separate LinkedIn from other platforms. You can reach decision-makers directly without gatekeepers or cold call scripts. But most coaches blow this opportunity with terrible outreach. They send generic connection requests and immediate sales pitches. They treat LinkedIn like a numbers game instead of a relationship platform. Don’t sabotage your credibility by making mistakes.

Send connection requests with personalized notes that reference specific content or mutual connections. “Your post about founder burnout resonated deeply. I work with tech founders having similar challenges.” Once connected, start conversations. Comment thoughtfully on their updates. When someone engages with your content consistently, reach out with genuine interest.

Make your DM strategy and stick to it. Let conversations develop naturally, just keep them going and keep them high energy. The right people will ask about working with you when they’re ready. Respond promptly to serious inquiries while filtering out spam. Build your network strategically, focusing on quality connections.

LinkedIn for coaches: your transformation starts today

LinkedIn offers coaches something rare. Access to decision-makers who invest in their growth, a platform that rewards expertise over entertainment, and tools to build meaningful professional relationships at scale. Define your ICP in LinkedIn’s terms, optimize your profile to attract ideal clients, create content that positions you as the obvious expert, and master messaging that leads to conversations and clients. If anyone can make LinkedIn work, it’s a top coach like you.

Feature image credit: Getty

By Jodie Cook

Find Jodie Cook on LinkedIn. Visit Jodie’s website.

Sourced from Forbes

By Nick Brown

We’ve hit a pivotal moment in digital marketing. I’ve spent years watching search evolve, and we’ve gone from keyword stuffing to sophisticated link building to today’s AI-driven content discovery. And if there’s one thing I’ve come to believe, it’s this: Digital visibility is no longer built just on links; it’s built on mentions

In 2025, the brands winning in search, and more importantly, in AI-generated answers, aren’t just the ones with the most backlinks. They’re the ones being mentioned in the right places, in the right context and by the right voices.

Is Link Building Irrelevant Now?

Let’s address the elephant in the digital room: Is link building dead?

Not entirely. But it’s no longer the dominant force it once was. For over a decade, backlinks were the gold standard of SEO. At my company, we spent years helping clients build authority this way. But that model was designed for search engines that prioritized PageRank and domain authority. These still exist, but they’re no longer alone in shaping the digital journey.

Today’s search experience increasingly happens inside generative AI tools such as ChatGPT, Gemini, Perplexity and a dozen others. These tools don’t focus so much on links but rather on entities, topics and semantic relevance. When a user asks an AI model, “What’s the best CRM for a small business?” or “Which SaaS companies lead in sustainability?” the answer doesn’t come from counting links. It comes from a network of trusted mentions, repeated patterns and contextual credibility.

That means AI doesn’t recommend you based on who links to you. It recommends you based on who’s talking about you and how.

Mentions Are The New Links

This isn’t a theory, but something we’ve proven time and again with our clients. In my line of business, I’ve seen companies outrank entrenched competitors in AI-generated responses without having more links; they’ve simply earned more strategically placed mentions. These weren’t forced or transactional. They were natural, well-timed and thematically aligned with the brand’s core offerings.

So, mentions are the fingerprints of trust. AI models are trained on massive swaths of content, and when your brand consistently appears in expert roundups, podcast transcripts, Reddit threads, Quora answers, niche blogs and even comment sections, this is what builds modern authority.

Don’t forget that these mentions don’t need to be hyperlinked. AI models interpret language the way people do, so they recognize brand names, products and thought leaders in plain text. The context, tone and co-occurring language all inform how relevant you are to the user’s intent.

Shake Up Your Outreach Strategy

So, what does this mean for your marketing strategy?

Outreach in 2025 is no longer about sending cold emails asking for a backlink. The goal is to influence the conversation. You must understand the web as an ecosystem of language and ensure your brand is embedded in the content AI actually pays attention to.

Here’s what we’re doing at my business, and what I recommend to any brand leader thinking about the next phase of growth:

• Prioritize thought leadership over link placement. Be quoted, be cited and be relevant. Whether it’s through guest articles, expert commentary or podcast interviews, get your voice out there where it matters.

• Track mentions, not just links. Use tools like Brandwatch, Mention or even SEO platforms that are aware of large language models to monitor unlinked brand mentions. We map these for clients and tie them to improvements in AI answer visibility.

• Target semantically rich sources. Focus on the outlets that we see generative AI tools most often draw from (e.g., Reddit, Stack Exchange, independent blogs, niche news sites and discussion forums). These are the places where true semantic relevance is built.

• Create content with entity recognition in mind. Make it easy for AI to understand who you are and what you do. This means using schema markup and consistent brand naming, and clustering your content around defined themes.

• Embed your brand in conversations, not just campaigns. From community forums to third-party newsletters, you want your brand to show up in the natural flow of your audience’s discovery process because that’s what AI systems pick up on.

Why It’s Urgent

It’s important to stress that this shift is happening faster than most marketers realize. As AI continues to reshape how consumers find and evaluate information, traditional SEO metrics like rankings, link profiles and even traffic are becoming less predictive of actual influence.

What matters now is presence. But not just on your own site. We’re talking about the broader semantic web.

Every podcast quote, expert list and casual brand mention contributes to your visibility nowadays. And the more your brand becomes part of the collective online narrative, the more likely it is that AI will pull you into the answer set.

And here’s the hard truth: If you’re not being mentioned, you’re invisible.

Putting It Into Practice

Ultimately, the goal isn’t just to help your brand rank, but to make sure it resonates with audiences and algorithms alike. We call this a “semantic-first strategy.”

I believe the next big wins in search and digital presence won’t come from chasing links, but from shaping language, relevance and presence at scale. And that means rethinking your content, your outreach and your measurement models to align with how AI really works.

This isn’t a minor adjustment. It’s a mindset shift.

Link building isn’t dead, but its role has changed. The brands that will thrive in this era of AI are those that understand the science of mentions. They’ll be the ones that appear authentically, repeatedly and meaningfully in the conversations that matter.

So, if your marketing strategy still lives and dies by backlinks, it’s time to evolve. Because the algorithms already have. And summer 2025 could be a great time to start.

Feature image credit: Getty

By Nick Brown

COUNCIL POST | Membership (fee-based)

Nick Brown is the Founder and CEO of accelerate agency, a SaaS SEO & content agency. Working with enterprise and scale-up brands. Read Nick Brown’s full executive profile here. Find Nick Brown on LinkedIn. Visit Nick’s website.

Sourced from Forbes

By JOHN HALL

The best sales teams understand that the work starts long before outreach.

If you’ve been in sales for longer than five minutes, you know the old rules don’t hold up anymore. Cold outreach is colder than ever. Buyers are savvier. And the “show up and throw up” pitch approach is just a fast track to a closed tab.

Today, the best sales teams are shifting their energy— and fast. The secret isn’t just about more calls or better scripts but about smarter prep. Let’s unpack why sales prep is becoming the ultimate competitive edge and what that actually looks like behind the scenes.

Success starts long before the pitch

In the past, a rep might’ve spent the majority of their time selling on the fly. Today, sales success is dependent on what happens before the call even starts. Sales teams are spending more time researching leads, customizing outreach, studying data patterns, and collaborating with marketing to align messaging.

There are three key things I’ve noticed that seem to be driving this shift. Firstly, personalization is the new baseline, as buyers expect you to do your homework—and can tell if you haven’t. Secondly, sales cycles are getting longer due to more stakeholders, more scrutiny, and less patience for fluff. Lastly, AI has raised the bar by helping with the grunt work and giving people more time for creativity. Time spent on prep work is becoming a crucial element in closing deals.

Sales are evolving

Top-performing sales teams aren’t just refining their CRM tools and sharpening their outreach scripts. Behind the scenes, they’re protecting the very processes that keep revenue flowing. That includes thinking seriously about operational risks and making sure they’re covered when things don’t go according to plan.

Recently, a friend of mine who owns a small business had major issues because their sales team wasn’t covered with the correct insurance. Case in point, any business can have amazing performance metrics, but a costly mistake can end up being a liability that can hinder company growth. According to a survey conducted by biBerk, a small business insurance company within the Berkshire Hathaway group, 85 percent of small business owners say having adequate business insurance is “very important,” especially in fast-paced, client-facing environments like sales.

Still, there’s a gap between that awareness and action. Over half of the respondents, or 57 percent to be exact, haven’t increased their coverage or added new policies in the last five years, even though 43 percent say their business has significantly changed during that time in revenue, headcount, or the kind of work they do.

That kind of misalignment can quietly expose high-volume sales teams to unnecessary liability— whether it’s mishandled client data, compliance lapses, or contract disputes.

And here’s the kicker: 89 percent of biBerk’s aforementioned survey respondents didn’t even realize personal insurance typically doesn’t cover business-related claims. That’s a costly misconception for any sales team working in hybrid roles or using personal devices to manage client accounts.

Forward-thinking sales organizations are treating insurance like any other essential tool because growth shouldn’t outpace protection. When the sales machine is humming, the last thing you want is a small mistake turning into a major legal or financial setback.

Preparation is a culture

It’s crucial to know what’s working for other sales teams, so make it a goal to learn more about the winning habits successful companies are using.

Since sales is no longer a solo role, internal collaboration is a key strategy being used. Some of today’s fastest-scaling companies also use an internal playbook, not just to train new hires but to improve the preparation process across the team. Testing and iteration are other ways sales teams are refining their results by improving forecasting, targeting, and conversion rates. From there, successful sales teams intertwine all of these strategies with soft skills, like emotional intelligence, empathy, and storytelling, to achieve the desired results.

Selling feels more like a service

This isn’t just theory. Teams that lead with preparation build trust faster, shorten sales cycles, and earn more repeat business because their approach doesn’t feel like a pitch. It feels like a conversation. It feels like help.

According to 6Sense, buyers have already done the majority of their homework before contacting sales, so they likely already have their decision finalized. This is why it’s up to sales to prepare well so they can answer any final questions the buyer has and validate their research findings.

Being transparent and knowledgeable about your brand mission, success statistics, services offered, and industry insights can feel more like a service to the buyer and can reach them in ways that exceed their expectations.

Building a prep-first sales culture

If you’re managing a sales team or trying to grow one, get your team in the mindset of making planning a priority. Start by auditing your sales process. Ask yourself where your reps might be winging it and which areas could prep make a measurable impact. You should also build pre-call research into your strategy. And think more like an ops leader, because sales isn’t just about the win; It’s about protecting your company’s values and reputation.

Ensuring the preparation stage is thorough can be your sales team’s strongest move because it can give you the confidence for scenarios with unexpected questions, challenging conversations, and even rejection in some cases. Whatever comes your way, the prep work will help to save you the headache so you keep moving forward and refine your game plan for future sales calls.

Feature image credit: Getty Images

By JOHN HALL

Sourced from Inc.

By Lisa Larson-Kelley

So, we’ve all been there. You’re two paragraphs into a blog post. The headline was catchy enough, the intro kind of made sense, and now your eyes are glazing over. You read over a word, a blurb, a sentence that sounds vaguely all-too-familiar and now you’re wondering, “Wait…did a human even write this?”

Odds are, you’re not imagining it. AI-generated content is everywhere. It is impossible to escape. While it’s efficient, especially for meeting summaries and article recaps, you and I know the best content is the content that feels particularly human. When you spend your days working with AI (and creating comprehensive AI training for your team), you quickly start seeing how it’s beginning to give itself away.

Here’s how to spot AI writing before you waste another five minutes of your life reading machine-generated clickbait.

1. It reads like someone trying to win an argument at a networking event.

If every paragraph feels like it’s trying to make a strong point without actually saying anything meaningful, you’re probably in AI territory. Look out for generic phrases like “in today’s fast-paced world” or “leveraging innovative strategies.”

I’ve read these phrases so often that it occasionally feels right to use them as filler, like an SAT tutor that teaches your kid three big, impressive terms to use to crush the written portion of the test. Ultimately, this is the biggest red flag that you’re reading AI-generated content.

2. There’s 0% personality and 100% too much structure.

AI content often follows a painfully clean format: intro, subheads, conclusion. The content might include some big words, but it’s not fooling anyone. It reads like it went to school and graduated with honours, but never worked a day in the real world. Great for a college essay, not so realistic (nor creative) beyond that. There’s no strong voice, no edge—just perfectly average takes.

On this note, I’m seriously considering creating a support group for copywriters and marketers who embraced the em dash long before AI came around. While it’s become popularized as an AI “tell” of a blog post or article, too often it’s a case of mistaken identity. Tread carefully.

3. It’s bland, not very controversial.

This flag can be a difficult one to spot in the moment, as it’s important to consider varying perspectives and points of view. AI doesn’t like to ruffle feathers, so you’ll often find it hedging every single opinion. It’ll say one thing, then immediately say the opposite to keep the peace. Look out for something along the lines of, “While X has benefits, it’s important to consider the potential downsides of Y.”

Let’s keep writing about things that may be controversial, with strong opinions and hot takes. When creatives are writing about a particular topic, and aiming to prove a point, it doesn’t seem appropriate for them to include the counterargument. Right? You’re reading to gain insight and perspective about whatever topic is at hand, not ride the see-saw.

4. The conclusion is weirdly robotic pep talk.

If the article wraps with something like, “As we move into the future, embracing innovation will be key,” congrats, you’ve hit AI bingo. These vague, motivational endings are a dead giveaway. The conclusion usually feels abrupt, as if AI knows it’s necessary for sentence structure but is not willing to spend the time on making it truly meaningful. I rarely see a real person sign off their blogs, newsletters, or other content with such blatant corporate optimism.

5. Your brain feels…untouched.

Maybe the biggest tell is how it makes you feel (or not feel). Great writing sticks with you. Even a short blog post can inspire, surprise, or challenge you. But AI-written content, on the other hand, is like a lukewarm shower. Technically fine. Emotionally forgettable.

I wouldn’t go so far as to claim that specific words, “key,” “crucial,” “robust,” or “comprehensive” are always AI indicators, but it is true that most writing tools can’t resist overusing their favourite buzzwords. Even ChatGPT refers to these words as its “greatest hits list,” so it’s no wonder that my mind is exhausted from seeing them in other’s writing.

I use AI daily to optimize my workstreams, beat creative blocks, and sharpen my emails. And if I don’t pay attention and refine my prompts, my results will be rampant with these “tells.” Don’t believe me? Test it out using ChatGPT. With a little practice, you’ll soon be able to spot an AI-generated story from a mile away.

I’m not an AI-hater by any measure, but it’s been exhausting to find that every third article I read is missing that imperfect-but-human spark. If it feels too clean, too cautious, or like it was written in under 30 seconds, it probably was.

Feature image credit: Getty Images

By Lisa Larson-Kelley

Lisa Larson-Kelley is founder and CEO of Quantious.

Sourced from FastCompany

By Tamilore Oladipo

YouTube Shorts are YouTube’s answer to short-form content. The vertical video format. If you want to get your head around YouTube Shorts and possibly incorporate it into your strategy, then this article is for you.

Vertical, short-form, mobile — these three words describe the video format popularized by TikTok that every social platform is looking to co-opt, and YouTube is no different. Although the platform is known for its longer-form video content, it added a new feature in September 2020: YouTube Shorts.

This addition should come as no surprise, as YouTube is all about video, and increasingly, users prefer short videos to any other format when consuming content. This report shows that 73 percent of people prefer to watch a short video when learning about a new product or service. The same report also shows that people watch about 19 hours of online video per week. Essentially, the more content you can fit into that time span, the more you can communicate to your audience.

If you want to get your head around YouTube Shorts and possibly incorporate it into your strategy, then this article is for you.

What are YouTube Shorts?

YouTube Shorts are a new vertical video format optimized for mobile – YouTube’s answer to short-form content. If you already create short-form video content on TikTok and Instagram, then getting started with Shorts should be easy. It’s a great place to get started, as you can repurpose existing content and crosspost across platforms you’re already active on.

While YouTube Shorts may seem like yet another platform on your full plate, but it has its perks. Some benefits of creating on the platform include:

  • Shorts get an average of 15 billion views per day across the world
  • A new channel for your audience to discover your content
  • If you’re looking to become a creator on the platform, it can ease you into YouTube and help build an audience while you figure out your strategy for long-form video
  • It’s another place to distribute video content you may have created elsewhere (TikTok, Reels)

Does this sound appealing (and relevant) for you or your brand? Jump in and upload your first Short using the steps outlined below.

How to make and upload YouTube Shorts

There is no separate app for YouTube Shorts — it lives in your existing account. You can either create a new video within the YouTube app or upload an existing or edited video. The latter is especially ideal if you’re repurposing TikToks, Instagram Reels, or longer YouTube videos. To create new Shorts natively in YouTube:

  • Step 1: Open the YouTube mobile app, select the plus sign at the bottom of the screen and click ‘Create a Short’ from the list of options.
what is youtube shorts
  • Step 2: Start recording by tapping (not holding) the red button. You can choose the length of time you want to record for between 15 or 60 seconds at the top right side of your screen. To record different video sections, click the record button to pause recording, then again to resume recording for your next section.
  • Step 3: If you’re satisfied with your video, tap the checkmark in the bottom right of the screen. You can preview, edit, add music, voiceover, text, and filters to your video. Once you’re done, tap Next in the top right.
  • Step 4: Add a caption, set visibility, schedule, select an audience, then tap Upload Short. Treat this step like you would a regular YouTube video by optimizing the caption so it’s visible for the right search terms.

Alternatively, if you want to upload an existing video, you can follow these steps:

  • Step 1: Click the plus sign.
  • Step 2: Select Upload a video which will take you to your camera roll.
how to upload youtube shorts
  • Step 3: Select a video under 60 seconds.
  • Step 4: Fill in the relevant details and hit publish.

Finally, you can also upload a Short from your desktop. YouTube can tell what type of video you’re uploading by its length and orientation, so if you’re uploading a square or vertical video that is less than 60 seconds, it is identified as a Short. To upload a Short from your desktop:

  • Step 1: Head to the YouTube website or YouTube Studio.
  • Step 2: Click Create in the top right side of the page.
youtube shorts
  • Step 3: Upload your YouTube Short.
  • Step 4: Fill in the relevant details and publish.

How to monetize YouTube Shorts

YouTube launched the Shorts Fund in August 2021, which is dedicated to paying out creators that generate large audiences for their Shorts. To qualify, creators must fit the following criteria:

Creators don’t have to apply – YouTube will notify you if you’re qualified during the first week of each month via email and your account that you will be receiving money from the Fund.

7 tips for making the most of YouTube Shorts

Before you start publishing, here are some best practices that will help you achieve good results off the beat from this new channel.

  • Don’t treat it like an afterthought: Develop a proper strategy to start uploading by creating relevant content, posting consistently and seeking audience feedback to make improvements.
  • Repurpose existing content: If you’re having difficulty figuring out what to post, adopt a repurposing strategy where you take the content you create for other short video formats and upload it as a Short. You can then tweak and make improvements to your videos based on reception.
  • Use a great hook: Much like other social video platforms, user attention is highly valuable. State the value proposition of your video upfront “Come along a day in my life as X” or “Let me teach you how to do Y” so people know why they should stick around.
  • Keep an eye on top trends, sounds and hashtags: If you want to reach more people, you need to stay ahead of the trends. Monitor popular sounds, hashtags, and topics to see what’s hot right now. But remember that trends should only inform your strategy and not influence it.
  • Engage with viewers: Use the comment section and YouTube’s Community feature to engage with viewers beyond uploads and build a loyal following. You can also use it to get their feedback on your content and improve.
  • Analyse your performance: It’s essential to track what’s working and what isn’t so you can make better decisions for future content. Keep a watchful eye on these metrics and use them to inform your strategy moving forward.

YouTube Shorts is a great channel to adopt into your content creation process

With Shorts, you can dip your toes in the YouTube pool and start growing equity on the platform without having to create long-form content. Consider adopting it into your existing content creation to take advantage of the new audience on the growing channel.

Feature image credit: Sara Kurfeß on Unsplash

By Tamilore Oladipo

Sourced from Buffer

 

By Forrester

B2B marketing leaders face a harsh reality: Buyers aren’t searching for information the way they used to, but most marketing teams are optimizing as if they are.

Even as organic traffic declines, many teams continue to rely on outdated digital marketing playbooks to plan, publish, and measure content. These habits are hard to break. They’re reinforced by legacy KPIs, familiar workflows, and pressure to show immediate results. Marketers still chase keyword rankings, obsess about page views, and anchor reporting in click-based behaviours, even as genAI redefines how search works and how buyers discover and trust information.

Your Buyers’ Search Behaviour Has Changed

Search used to be straightforward: A buyer typed in a query, scanned a results page, and clicked through to vendor content. But that linear search-to-click path is done. Today, buyers ask questions in natural language and get instant, AI-curated answers. According to Forrester’s Buyers’ Journey Survey, 2024, 89% of B2B buyers say they’re using genAI tools at every stage of the purchase process. They consult genAI tools such as Perplexity, ChatGPT, Claude, or Gemini, often on mobile devices or embedded in enterprise software, to accelerate how they learn and evaluate solutions. They gather insights from multiple self-guided sources, including genAI tools, vendor websites, social media platforms, user review websites, industry events, and industry or business association websites.

The Risks Of Sticking With An Outdated Content Strategy

Holding on to yesterday’s content strategy doesn’t just slow you down. It actively undermines your visibility, credibility, and influence with modern B2B buyers because even high-quality content is getting filtered, summarized, or skipped entirely. Here’s what’s at stake:

  • You’ll lose visibility where it matters most. Search is no longer about pages and rankings. Instead, it requires presence in AI-curated responses. If your content isn’t crawlable or structured in a way that AI systems can interpret, you’re not in the conversation. Outdated SEO tactics such as keyword stuffing, backlink chasing, or producing thin “thought leadership” don’t work when large language models and AI search tools prioritize content that’s well structured, contextually relevant, and authoritative.
  • You’ll miss the chance to demonstrate expertise. If your content lacks depth, nuance, or proof of expertise, it gets filtered out or flattened into generic responses. That means your unique point of view gets lost, a missed opportunity to educate buyers, differentiate your brand, and establish credibility.
  • You’ll stay out of sync with buyer expectations. Today’s buyers are more informed and sceptical than ever. They expect content that helps them understand complex problems, compare solutions, and build internal consensus. A content strategy built only to support lead capture and gated assets is out of step with how modern buyers evaluate solutions. It creates friction in the buying process, costing you visibility, slowing pipeline, and putting revenue at risk.

Content Visibility Has New Rules And Higher Stakes

Today’s buyers are gathering insights in more places before they reach your site. To stay visible and credible, your content must meet them where they are, earn their trust quickly, and reflect the depth of expertise that they expect. This means moving beyond keywords and building content around buyer intent, clear answers, and proof of authority. Every asset should reinforce your relevance and readiness — because if your content isn’t built to be recognized by AI and respected by buyers, it won’t show up where decisions are made.

Feature image credit: Forrester

This post was written by Principal Analyst Lisa Gately and it originally appeared here.

By Forrester

Sourced from Forbes

Acquia DAM (Widen) Open Mic article

Your e-commerce content strategy needs to include a great deal of rich media production to meet the rise in demand for digital content

It’s not just a nice to have, either. According to Forrester, nearly one in five (18%) US online adults returned an item bought online because the description was inaccurate.

That means your rich media has to be integrated with accurate product information or it’s going to cost you. For B2C retailers, Forrester reports that each return averages $10 and for B2B sellers, the expense and logistics of returns can be overwhelming. To avoid these costs and deliver relevant product content at scale, you need an integrated approach to product information management (PIM) and digital asset management (DAM).

With the right PIM and DAM software implementation, you can lower the cost of content delivery and eliminate many highly-manual and ineffective processes. This Forrester report walks you through how an integrated PIM+DAM strategy can help you use rich media and product content to create engaging commerce experiences: “PIM And DAM Are The Power Couple For Your Content Strategy”.

Read on for highlights and download your full Forrester report at the end.

Digital channels demand rich media content

Traditional product information doesn’t cut it anymore. Customers expect product videos, product spins, and highly-relevant product content to help them make their purchasing decisions. If you’re a product marketer, that means you need a wide range of rich media to stand out on the digital shelf.

High-resolution images, lifestyle photography, and realistic 3D overlays are some other forms of expected content these days. The more complicated and expensive the product, the richer the content needs to be. And, you need to think outside of your product detail page and produce rich media for all your touchpoints.

Storing and managing such a large amount of content that’s labelled and contextualised for your whole customer journey is no easy task. But, with the right DAM solution in place and organised metadata you’ve got the foundation to create relevant customer experiences and drive higher growth.

Now, you just need to find a way to connect your rich media with all your other product content and data.

Don’t let roles and silos get in the way

Do you organise your product attributes, images, copy, and rich media assets in separate tools? If you said yes, you’re not alone. Many companies manage these across many tools, and that’s OK. The goal isn’t to use one system for everything, it’s to minimise complexity and harmonise your data across teams and systems.

At the minimum, you’re going to need PIM and DAM solutions to layer your rich media with the right product data. DAM systems typically fall in the domain of the marketing team while PIM platforms are managed by digital, commerce, or IT teams. You’ll also have to consider and differentiate between content management systems (CMS), order management systems, and master data management (MDM) tools.

All of that gets confusing quickly, so it’s important to clearly define who owns your PIM platform, what data it’s responsible for, and how it interfaces with your DAM system. That way you control what product data gets matched with your rich media and made available to your customers.

With your PIM tool clearly defined and working together with your DAM system, you can start to create the kinds of content-rich experiences your customers expect.

PIM and DAM are better together

If you want your products to stand out on digital shelves, you’ve got to outline an integrated PIM and DAM approach. Make sure to put the key moments in your customer journey at the centre of your strategy. From there, you can determine the kind of rich media you need to deliver for the customer experience.

Do you need more videos? Do your most expensive products need more high-resolution photos? Whatever your content strategy calls for, there’s an integrated approach to PIM and DAM that can support it. Some DAM tools provide a few PIM features and vice versa so you’ll need to spend some time finding the right combination.

With the right tools, you’ll be able to streamline your content creation process, bolster content reuse across channels, and deliver content-rich experiences that drive conversions. Read this Forrester report to learn how an integrated PIM and DAM strategy can help you use rich media and product information to create engaging commerce experiences: “PIM And DAM Are The Power Couple For Your Content Strategy”.

Sourced from The Drum

By Ian Shepherd,

The idea of content creators launching consumer products has become one of the hottest trends in the modern economy. But despite the surge of creator-founded brands, many fall flat. Some creators with millions of followers can’t sell five T-shirts, while others with niche audiences launch million-dollar brands. What separates the standouts from the stalled? Through conversations with some of the top operators in creator commerce, here are the key steps to doing it right and the common traps to avoid.

1. It’s Not About Audience Size, It’s About Audience Fit

As Charles Haynes, founder of Ziggurat, puts it, “If someone can’t convert their audience to an ad or to a live event, it’s unlikely that a product is going to fix that.” He adds, “If they have a very diverse demographic… they’re likely to find it more difficult to sell a product.”

Miles Sellyn of Rare Days echoes this: “The smaller the niche, the smaller the audience needs to be. We’ve worked with creators who have a hundred thousand followers who have built $10 million businesses.”

2. The Product Must Be the Right Product, Not Just a Product

The creators who succeed often start from a clear point of view. Haynes shares, “The best creators are those that have a really strong vision… When someone comes saying ‘I want to do a product, I don’t know what,’ that’s normally a poor indication.”

Product ideas shouldn’t just be imposed from the outside. At Warren James, Saurabh Shah and his team help creators dive deep into their own communities. “We’ll use AI to understand what themes people are picking up on,” he says. “We want each collection to tell some kind of story and be connected to the content.”

3. Validate Early and Often

Charles Haynes advises starting small: “If you have not produced a product before and you are a relatively small creator, then pre-order or a Kickstarter style project is probably the most sensible.”

“We’ll create surveys or smaller focus groups,” explains Sellyn. “Particularly for more software-oriented products, we create what we call ‘feature vignettes’—low-fidelity visualizations to test interest.”

4. Deeply Involve the Creator

The best launches have creators who are part of the process from day one. With 1UP Candy, co-founder Michael Schenker recalls, “We brought about 30 different types of innovations… and we all sat down with Brian (FaZe Rug). From day one, he was very involved.”

Chris Koch adds, “We expect our co-founder talent to join buyer meetings, attend retail locations and develop content around product drops. It’s a mixture of social and real-world engagement.”

5. Plan the Launch Like a Campaign

Warren James takes go-to-market seriously. Shah describes, “We’ll lay out the two weeks leading up to the launch, during the launch, and after. We coordinate emails, SMS, website experience and viral moments.”

This is a far cry from the old model of “drop a merch link and hope.” Today, creators who win are executing full brand strategies.

6. Secure the Brand Experience

One of the subtler signals that sets serious product launches apart is brand consistency, especially when it comes to where and how you’re selling. Choosing a dedicated, relevant domain name helps set the tone.

Using a domain like a .store extension, for example, can immediately communicate to audiences that this is a place to shop. It tells your community: “This is where my products live. This is where you can support me.”

It’s a small detail, but like great packaging or naming, it reinforces the message that this is a legitimate business.

The Future Belongs to Thoughtful Builders

What separates a creator-led brand that scales from one that stumbles? Intentionality, audience fit, product-market resonance, deep involvement and infrastructure that signals ownership.

As Charles Haynes reminds us, “No one’s a gatekeeper to these products being launched.” The tools are there. The question is: will creators treat this like a business, or just a side hustle?

The ones who do it right already know the answer.

Feature image credit: Getty

By Ian Shepherd,

Find Ian Shepherd on LinkedIn and X. Visit Ian’s website.

Sourced from Forbes

Sourced from Earth’s Attractions

I am a travel blogger, but my background is public relations and communications and I can say, without a doubt, that email marketing is one of the most effective ways to connect with your audience, build relationships, and increase engagement on your blog/business.

In fact, email marketing can have a major impact on your blog’s growth – you may increase your traffic and make more money using it. So this article will be focused more on the business and marketing side of a travel blog.

Here are five ways email marketing can transform your travel blog – and some tips from my business experience that can help make this process seamless and effective.

1. Building a Stronger Relationship with Your Audience

What I love most about email marketing is that it is one of the best ways to build deeper connections with your readers. Instead of relying solely on social media or blog posts, email allows you to communicate directly with your audience.

With personalized content and tailored offers, you can make your readers feel special and appreciated. By regularly sending out newsletters with curated travel tips, destination guides, or exclusive deals, you’re fostering loyalty and encouraging return visits to your blog.

I remember that the scariest thing for me, when thinking of launching my first newsletter, for another site I have, was to design it. It was indeed far more complicated back in the day! Now, platforms like Mailrelay offer an intuitive editor with artificial intelligence capabilities that help you craft the perfect email. Moreover, whether you’re writing about your latest adventure or offering travel discounts, Mailrelay ensures that your emails are not only eye-catching but also that they have a great deliverability.

Another issue I had when I launched my first newsletter was the cost-related one. I was looking for a free option – to be able to increase my site views and to make money so I could start investing. Mailrelay has the best option for a free account, as you can send up to 80 000 emails monthly to maximum 20 000 subscribers. And they support this community-building effort by providing 100% expert support for all accounts, including free ones. This ensures that your email campaigns run smoothly, allowing you to focus on what matters most, and that is connecting with your readers.

2. Boosting Traffic with Targeted Campaigns

When you create an email list, you’re building an audience of people who are already interested in your content.

You might tell me that a travel blogger is a travel blogger – and I would add that some visit museums while others do not; some travel with a family, while others travel solo or with a pet; some go to big cities, while others prefer beaches or remote destinations. And the list of differences between travel bloggers can go on and on.

So as each travel blogger is different, people – the readers – have also different preferences. So you will attract the people who resonate with you and your traveling style.

But maybe, like me, you address different people. I travelled with our dog, while she was with us. I travelled a bit solo. I travelled with my husband, and now we travel as a family with our (now) teenage son.

I love visiting famous attractions – but I go a bit off-the-beaten-path too. We love amusement parks and I love museums and palaces! And I share it all on my blog.

But I know I have some readers who are interested in only some destinations or type of traveling that I am doing and sharing. And I know that with newsletters, I can use segmentations and create different newsletters, tailored to different preferences – at least Mailrelay has this option of segmentation available. And with the complete email analytics, you can see exactly which emails are more successful, which links are clicked, and what articles and topics are preferred by the readers.

3. Monetizing Your Blog through Email Campaigns

Monetization is a key goal for many bloggers – it was and is for me too -, and email marketing is an excellent tool to help you achieve that. Whether you’re promoting affiliate products, selling your own travel guides, or offering paid partnerships with travel brands, email campaigns allow you to directly reach your audience with personalized offers.

Since email marketing delivers a high return on investment (ROI), it’s a great way to start earning from your travel blog. For instance, Mailrelay’s robust tools for email marketing also include API integration and SMTP services, allowing you to manage large-scale email campaigns without any technical headaches. This is especially useful if you plan to scale your efforts and want to ensure your email campaigns reach as many readers as possible while tracking their performance through detailed analytics.

4. Building a Loyal Community of Readers

In the world of blogging, building a community of loyal followers is key to long-term success. With email marketing, you have a direct line to your readers. Sending regular updates, helpful tips, or even behind-the-scenes content can make your readers feel like they’re part of your journey. This sense of community is what keeps people coming back to your blog time and time again.

5. Increasing Your Email Deliverability and Engagement

No matter how well-crafted your email is, if it doesn’t reach your audience, it’s all for nothing. Fortunately, with email marketing, you can ensure that your emails actually land in your readers’ inboxes. You have to choose a platform that offers great deliverability and does not let your emails get into spam. (I had this issue in the past with a platform I used.)

My conclusion

I’ve used email marketing for this blog too. But when I had a personal health issue, I stopped sending emails. And yes, I saw the downsides in traffic and earnings.

I should correct this because I know I have a lot of great content that is slipping through the cracks and is not getting the views it deserves.

Even if I did not send an email in a while, I still recommend this tactic as being one of the best to increase traffic, generate loyal readers, and to make money. Make sure to use a tool that offers an easy-to-use platform, AI-powered features, and strong deliverability – Mailrelay is a great option. By using the right tools and crafting engaging campaigns, I’ve been able to take my travel blog to the next level, and I plan to do it again!

Photo source: https://www.pexels.com/ro-ro/fotografie/persoana-om-femeie-laptop-4458329/

Sourced from Earth’s Attractions