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he power of video advertising may be well documented, but as consumer behaviour changes amid familiarity with video browsing on mobile devices, marketers who think the rules of engagement for digital video have already been written – and that there is a one size fits all approach – should think again.

The rise and effectiveness of native video on social media has been well researched to date. Engagement rates, reach, frequency and return on investment studies all show positive associations. But until now, there have been few studies showing the rise and performance of native video formats across the open web, specifically on premium publisher environments, where in-feed native video formats are becoming increasingly common.

We recently sought to fill that void through an analysis of more than 30 million in-feed video views run across our platform from January to April 2018. While we expected to be able to report findings on native video on the open web that were in line with the positive findings in social media, we didn’t expect that our findings would challenge the very notion of ‘what works’ in native video. But that’s precisely what happened.

Conventional wisdom in the video space, based on social data, has indicated that less is more when it comes to native video advertising, with many espousing that anything longer than 6 seconds in native video is simply too long. However, our findings would seem to contradict the perceived wisdom that mobile users have limited attention spans and are only interested in short video content.

According to our findings, smartphone users are more likely to spend time engaging with long-form video ads compared to 6-second ads when executed correctly. In fact, 72% of mobile users who have watched 6 seconds will continue to watch and engage with video up to 22 seconds. When native video reaches 15 to 22 seconds in length across premium publisher environments, mobile and tablet users that have watched this far are significantly more engaged than desktop users.

The evolution of our ‘mobile minds’

Perhaps it shouldn’t be all that surprising that people’s attention spans for native video seem to be growing longer. While the findings in our report represent the first of their kind in native video, there have been several studies undertaken around the attention of mobile phone users when it comes to reading. Over time, conclusions have shifted.

One study in 2010 found that reading on a mobile device was impaired when content was presented on a mobile-size screen versus a larger computer screen. But a similar study, undertaken six years later in 2016, showed different results. This study, conducted by the Nielsen Norman Group, concluded that there were no practical differences in the comprehension scores of participants, whether they were reading on a mobile device or a computer. In fact, the study found comprehension on mobile was about 3% higher than on a computer for content that was just over 400 words in length, and at an easier level to read.

Why the difference in results? It’s very possible that, over the period between 2010 and 2016 — the exact period during which smartphones became ubiquitous — we’ve all become more accustomed to reading on smaller screens. It’s reasonable to assume that the challenges the average person had reading on a small screen back in 2010 no longer apply now that people have adjusted to life on those smaller screens.

In a similar manner, it would appear that user behavior is changing around video consumption on mobile devices as well.

Well-held assumptions that less-is-more for video length and the broader worries about a crisis in user attention spans very well may prove to have been misplaced.

Creating compelling video content

As attention spans for native video lengthen, marketers would do well to reassess their best practices as it relates to creating content for mobile consumption. In particular, native video creators should think carefully about improving video performance during the key drop-off periods on a specific device.

For videos that will be consumed on mobile or tablet, videos should be edited to pack a punch in the first 6 seconds, in order to draw in users. The latest data suggests that the optimal length for native video content on mobile and tablet should be between 15 and 22 seconds. After 22 seconds, user interest does wane. If videos have to be longer, marketers should ensure that there are more-exciting sequences and enticing calls to action around 22 seconds, in order to maintain viewer interest up to 30 seconds.

If nothing else, these recent findings demonstrate that marketers must remain fluid in their understanding of how users engage with content on their devices. Behaviour is shifting, and yesterday’s best practices won’t necessarily apply tomorrow.

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Dale Lovell is co-founder of Adyoulike

Sourced from THE DRUM

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Amazon has been forced to issue a statement explaining a malfunction that caused Alexa to record a customer’s private conversation and send it to a contact.

A woman in Portland, identified only as Danielle, told KIRO 7, a Washington state TV station, that her Echo had recorded a conversation between herself and her husband and shared it with one of the latter’s employees in Seattle.

Raising questions about whether the Echo was tuned to always listen in to customers, Danielle said she didn’t realise the exchange had been recorded until her husband’s co-worker contacted her with specific details about the chat.

She then said she felt “invaded” and described the incident as a “total privacy invasion,” adding that she was “never plugging the device in again”.

Amazon confirmed to Danielle that the audio had been sent to the number, but said this was an “extremely rare occurrence”.

In a later statement, the company went into greater detail about what had happened, and why Alexa had forwarded the conversation.

“Echo woke up due to a word in background conversation sounding like ‘Alexa’. Then, the subsequent conversation was heard as a ‘send message’ request. At which point, Alexa said out loud ‘To whom?’ At which point, the background conversation was interpreted as a name in the customer’s contact list. Alexa then asked out loud, ‘[contact name], right?’ Alexa then interpreted background conversation as ‘right’.”

Amazon continued: “As unlikely as this string of events is, we are evaluating options to make this case even less likely.”

‘Creepy laugh’

Amazon has always maintained that its smart speaker only listens in when activated. Users can review, listen and delete the audio Amazon holds on them in their Echo settings menu.

However, this isn’t the first time the firm has been forced to explain unusual behaviour from Alexa.

Back in March, the e-commerce giant issued an urgent update after the AI developed a glitch which caused it to randomly erupt into fits of “creepy” laughter.

Unamused customers were quick to voice complaints about the rogue speakers after being freaked out by the unsolicited response, including some who were woken in the middle of the night and others who were caught off guard while watching TV.

Once again, Amazon said “rare circumstances” had caused its speaker may pick up a “false positive” for the command “Alexa, laugh”, prompting the bizarre behavior.

Among Amazon’s many patent applications is one that could potentially allow Alexa to listen into users at all times to build up a detailed picture of what consumers buy, or want to buy, from Amazon.

The patent, filed in April 2018, suggested that in future Alexa could listen out for certain words like ‘love’ or ‘hate’ to glean consumers’ preferences.

 

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Sourced from THEDRUM

By  Nicole Lee

Over the last five to six years, I have sat in numerous interviews in which candidates very candidly announced that their real passion was in marketing, digital marketing or social media marketing. I am constantly asking myself, “How can I attract quality account executives when there is so much buzz around digital marketing?”

There is no denying it — the term “sales” is not always looked on in the best light. No young person wants to think of themselves as being sold something, especially now when you walk into empty malls and see hungry associates trying to make their daily goals. The big shift in our culture from having a personal sales experience with a trusted, thoughtful salesperson to being able to order anything from your phone and have it there in two days has affected the way we think of salespeople.

This thought process extends into people’s careers. A large part of their interactions are in a voyeuristic/exhibitionist manner; this makes it difficult to ask people to fully engage in a career where you have to create and maintain your own relationships. Picking up the phone and calling someone does not come naturally. Having to reach out to strangers and tell them something they may not want to hear seems to a majority of candidates to be the lowest of the low.

While marketing is still a means of promoting and selling products, it is viewed as a creative industry and thus satiates the human desire to be creative. We know that 76.8 million millennials participate in some kind of social media. On a daily basis, they are marketing themselves to their friends and colleagues in their own creative voice. Thus, a career in marketing is just an extension of a personal habit that they already participate in and thoroughly enjoy.

So, how can we, as senior sales professionals, attract the best candidates to be passionate and engaged in sales and business development?

At Glow Concept, I have taken several steps that do not include doubling their pay or benefits. These tactics may not work for every industry, but we’ve been able to build an amazing team by changing our internal goals and outlook on what the sales team actually does. The following is our four-pronged approach.

Rebranding Our Sales Force

Our team members are now B2B relationship managers. Their main focus is on creating strategic marketing plans to optimize sales with our partners. This works particularly well for our team, as we are not in a heavy outreach phase and are focused on building deeper relationships with our current accounts.

Marketing Is Sales; Sales Is Marketing

We put a heavy emphasis on digital marketing being a part of our overall sales and marketing strategy. Our executives and managers must be involved in planning, implementing and monitoring digital advertising campaigns, social campaign effectiveness and affiliate marketing success.

Digital Marketing Is Really Just B2C Sales 

This is something I talk about on a daily basis because at some point (in our industry) someone is going to have to sell to the customer. We must think in terms of how we best deliver to the customer. From content to product shots to copy, I have enabled the team to have an eye out for how the message is best delivered and study the performance of each delivery.

Be Creative

I implore the team to always remember they are at the front end and therefore have a big voice when it comes to products and the communication around those products. They are encouraged to analyze how and why things are performing and what we can do to optimize our marketing and digital marketing efforts.

Putting an emphasis on relationship management as a means of marketing our products to other business and, eventually, consumers has invigorated our team. They are creative, digital-marketing-savvy salespeople who understand the importance of relationship management, but are also able to keep up with the digital marketing world. I realize this article may or may not be helpful depending on your industry, but I implore you to think of your sales team as more than a collection of salespeople and explore how you can get creative to pull in top talent in a digital market world.

Feature Image Credit: Shutterstock

Experienced Brand Builder with over 13 years experience in sales and marketing.

Sourced from Forbes

By Vinod Mohite

The advancement in the social media technology has opened broad avenues of digital marketing, for businesses both small and large. By learning the art of social media marketing, you can showcase your business to the world as a fast-growing business.

The advancement in the social media technology has opened broad avenues of digital marketing, for businesses both small and large. By learning the art of social media marketing, one can take their business to great heights and showcase themselves to the world as a fast-growing business.

All social media platforms are not the same when it comes to reaching, delivery of content, attractiveness or target audience. This requires the business to identify the best platform, suitable for their business, where most of their target audience would be available.

Today business chooses from a wide variety of social media platforms. Let’s discuss the top 10 social media platforms that are most popular among different kinds of businesses.

  1. Facebook

Millions of businesses, big or small, make efficient use of Facebook and its opportunities, to grow, expand and connect. Facebook ads help people discover and reach out to your business. Whether its building awareness for your brand or a new product, Facebook helps businesses tell their story to people across borders. It has also proven to be a tremendously helpful tool for the purpose of increasing traffic and sales. It basically helps people to take action. Facebook advertising tools also let the business measure and analyse the effects of advertising and related parameters, providing a fair idea how the campaign performs. Offering creativity and flexibility, Facebook is the most popular and preferred social media platform, by almost all businesses.

  1. Twitter

A social media marketing platform that lets users spread the word via tweets, Twitter, is a revolutionary platform, where people come to discover what’s happening. With over 500 million tweets sent every day, Twitter is like an avenue with undiscovered possibilities and opportunities for businesses to make use of, in order to market themselves better. Twitter ads are the focus of businesses to develop and grow as they let the business expand their influence, connect with new audiences, and also control the budget.

  1. LinkedIn

When it comes to building a professional network and engagement with users, Linked In offers to be a great social media marketing platform, with the world’s largest professional network. This is what attracts marketers and businesses. Hire, Market, Sell and Learn, being the prime service avenues of LinkedIn, excel in serving the businesses all the tools required to find great talent and capitalize on the social selling trend. With LinkedIn, companies just have to start with a company page and making the right connections. More and more businesses have started using this platform’s expert services to hire experts and make useful connections.

  1. Google+

Prominently used for relationship marketing, Google+ provides the benefit of reaching out to over 300 million active users. It provides great opportunities, and small businesses especially should make use of these, to boost online presence and maximise visibility on Google search results. With the help of a proper strategy for engaging people, businesses can make use of this one of a kind social media platform more than any other platform, as it is the social network from Google, and hence it enjoys SEO value.

  1. YouTube

YouTube lets businesses show their products in action and demonstrate all other business related information, with the help of creative, interactive and attractive videos. One can include a video on their website without slowing down the customers’ download speeds. YouTube also allows users to revisit or view videos of events that they could not attend or wish to re-watch. Some businesses use this platform to provide solutions to its customers because businesses have realised that a video can be a great way of attending to frequently asked questions.

  1. Pinterest

Helping brands to grow rapidly, Pinterest is another popular and developing social media platform and network where people come in search of inspiration for products. Apart from its unique features like pins and boards, Pinterest analytics tool provides valuable information about what types of content is popular, providing help to businesses to improve. Promotion is also possible, with Pinterest ads, providing exposure well beyond what is paid for.

  1. Instagram

Instagram is a place where visual expression from business inspires visible action from people around the world. Instagram has a wide scope or small and large businesses to popularise themselves and expand fast. Customers can see valuable information like business address or contact details, on the company’s Instagram profile. Businesses around the world are using Instagram to promote their business and have been greatly successful.

  1. Snapchat

Snapchat may not be a very popular social media marketing platform amongst everyone today, but it surely enjoys a 150 million+ user base, comprising of mostly the youth. Its attractive colourful effects and filters, stories and playful features, have provided great opportunities for some businesses to make use of it to get popular among the young audience. Snapchat ads have been proven to be more effective than Facebook and Instagram ads and are a great way to catch the attention of the ideal target audience.

  1. Tumblr

Tumblr is an extremely popular social blogging platform that is heavily used by teens and young adults. Best known for their visual content, users can create blog posts in different formats, follow other users, etc. If a business uses Tumblr effectively and posts great content, it could end up with thousands of reblogs (likes).

  1. Flickr

Yahoo’s popular photo sharing platform, which existed way before Instagram or Pinterest became popular, is still one of the best places to share photos. The more a business gets involved in Flickr’s community, the greater the chances of it getting more exposure for its photos and discovering the work of others.

Looking at these popular social media sites, a marketer can easily find the most effective platform for their business, that would yield the most results and reach out to their targeted audience. This decision would be based on factors like business objective and industry type, geographical location, size of the targeted audience and how widely the audience is spread across the location, and any other factor that may affect the type of social media platform to be used. To make the right choices and avoid losses to the company, businesses prefer hiring an expert social media marketing company that would assist to all such activities and make sure that right decisions are taken in the right avenues.

By Vinod Mohite

Sourced from Digital Doughnut

Brands have become risk-averse and ads are boring, says advertising guru Sir John Hegarty. If the industry wants to survive it has got to lose its obsession with data and go back to its roots.

I’ve barely sat down in the office of Sir John Hegarty’s latest venture, startup incubator The Garage, before he is bemoaning everything that is wrong in the ad industry today. Across the table, he complains how creativity is “receding from the world of marketing” as it becomes data-driven, how marketing has forgotten to “engage with people’s imagination and soul” and how digital tech “hasn’t created the wealth it promised to”.

This, he argues, is the reason for lacklustre economic growth. Innovation, creativity and imagination have been sidelined in favour of data, cost-cutting and simply doing what the research says. That isn’t to say he doesn’t believe in data, just that it isn’t the “only thing”.

“Data is great at giving you information, giving you knowledge; but it doesn’t give you understanding and that is its great failing,” he explains.

“What we need is greater creativity and what we’re doing today is reducing the power of creativity. Marketing, I believe, is suffering because of that; you’re not getting imaginative ideas that capture people’s imagination.”

Hegarty knows a thing or two about creativity. He was a founding shareholder in Saatchi & Saatchi and co-founded TBWA London in 1973 before going on to start the agency that would bear his name, Bartle Bogle Hegarty (BBH), in 1982.

We presented this work and the main guy at Golden Wonder said ‘that’s the finest work I’ve seen’. JWT ended up winning the business. It’s a fucking lottery.

Sir John Hegarty

His work on Levi’s, Volkswagen and Audi is the stuff of legend, still regularly touted as some of the best and most creative advertising ever made. Yet ask him what he thinks are the best campaigns of recent years and he’s hard pushed. In fact, he says he can’t think of any that “absolutely stand out”, although he holds up Marmite, Netflix and Nike as examples of brands that are still doing “brilliant things”.

“I try not to look at advertising [anymore] because I think by and large it’s quite boring,” he says. “I’ve always thought great advertising elevates the status of [a brand] to such an extent that it becomes part of culture. That way you get greater fame, greater value, greater certainty and greater effectiveness.

“Marmite, it’s just a yeast spread, but do you ‘love it or hate it’? It’s become a part of culture.”

Marmite
Hegarty believes Marmite is one brand still doing “brilliant things” in advertising.

The focus on data, he suggests, is the root cause of the problem, making big brands risk averse and “boring”, too focused on saving money instead of generating growth. He uses the beer industry as an example, claiming companies such as Heineken created the opportunity for craft brewers because they lost their audience.

“I’ve watched very exciting companies become very boring because in the end they’ve got size and now they’re obsessed with their size and so they don’t think imaginatively,” he explains. “They put systems into the organisation that take creativity out because they don’t trust their own people, so instead they control them. By controlling them they reduce the power of creativity and consequently markets begin to suffer. Then they have to go out and buy companies that still think creatively, suck them in, and make them boring too.

Agencies must go ‘back to the future’

Despite Hegarty’s clear disdain for a data-driven philosophy, it seems unlikely the industry is about to shift focus. So what does Hegarty think agencies should do? His suggestion is quite radical: stop working with large organisations and only deal with those that want to think creatively.

“What we need is the great agencies to say, ‘we are only going to deal with people who want to think creatively’. To say, ‘we are driven by creativity because we think that’s the incredible tool for creating effectiveness’.

“[If I were starting an agency now] I would go back to the future. I would make it strategic and creative and I would insert media alongside it.”

Despite conducting hundreds of pitches throughout his career, he claims the process has “never worked” calling it “completely unscientific”.

Data is great at giving you information, giving you knowledge; but it doesn’t give you understanding and that is its great failing.

Sir John Hegarty

“You try to make it as scientific as you possibly can by having various criteria, but in the end, it’s faith. Do I believe these people, do I think they are people who can deliver success for me, do I think they’re committed to my business? The pitch process has always been a haphazard business, a bit of a nonsense,” he says.

To illustrate this he recalls pitching for the Golden Wonder account at TBWA. “The strategy was freshness and so we said the way you measure that with a crisp is the noise it makes, so noise is what we’re selling and we created a 48-sheet poster that had an empty packet of Golden Wonder and it said ‘Silence is Golden’. We presented this work and the main guy at Golden Wonder said ‘that’s the finest work I’ve seen’. JWT ended up winning the business. It’s a fucking lottery.”

The risk of digital landfill

With digital advertising eating up more and more of advertisers’ budgets, what does Hegarty make of its rise? While he welcomes digital as just “another opportunity to communicate” he has concerns about the business models and practices of the some of the digital players.

“[The big digital players] are unregulated, irresponsible, and we are just waking up that,” he says. “I view them as someone with unprecedented power that has managed to get away with using that power in an unregulated form. That’s going to have to stop, and it is now. We are beginning to see that with GDPR.”

But is it partly the ad industry’s fault digital media companies have been allowed to run riot? Hegarty has a theory.

“When you get these great tech advances and innovations, creative people stand back and say, ‘what the hell do I do with this?’. The tech becomes king and everyone bows down in the face of technology. But eventually technology runs out of innovation and then creative people come in,” he explains.

“Look at the Lumière brothers, who invented the moving camera; they gave up on it, they didn’t realise they had invented Hollywood.”

lightbulb innovation
Hegarty believes technology eventually runs out of innovation, which is when creative people take over.

He also questions the need for brands to be “always on”, describing it as an idea peddled by digital media firms to eat up marketers’ time and budgets.

“Who says [brands] have to be on all the time? It’s the digital companies telling you that. Wouldn’t it be better to be on three or four times a year and do something great each time. [Brands should] drive forward an overall idea that says ‘this is what we’re about’ but find different ways of articulating that throughout the year. Isn’t that the future, rather than a constant stream of digital landfill?”

What makes a great marketer

Hegarty has worked with a number of great marketers in his time, but asked to name one and the first person who comes to mind is Volkswagen’s John Meszaros. What made him great, explains Hegarty, is that he “went with his gut”.

“Whenever you showed him a piece of work he said to himself, ‘do I like it, do I think it’s great?’. He bought things on that basis and therefore he was the man responsible for that great campaign, ‘If only everything in life was as reliable as a Volkswagen’. He did Vorsprung Durch Technik [for Audi with BBH] even though the research said don’t do it. He felt you had to be daring, you had to be different.”

Returning to his theme of data, Hegarty proclaims it is this feeling that marketing risks losing. Every creative, he believes, should love their work and not worry so much about what the research says.

“We lack today people who love what it is that they do. They are very professional, they’re well trained, they read data, but they don’t love it.

“Today the reliance on data is destroying love and therefore [advertising] is losing its audience. And if we lose it we won’t have the economic growth we want. Why is it we’ve not got economic growth? We can’t just blame the financial world.”

Getting that creativity back is the key to ensuring the future of the ad industry, and that it is seen as a driver of company profits and economic growth, not just a nice to have.

“Creativity is the future. When we got a troubled brand we would go back to its roots – what made it, why was this brand so successful – and we tried to capture that again. It’s the same with advertising, when it was great what was it doing? We have to go back to that.”

Feature Image Credit: Illustration by Peter Strain

Sourced from Marketing Week

By Adrian Fisher

Despite the fact that influencer marketing campaigns are a fairly new branding strategy, they are one of the fastest-growing sectors of digital marketing. A unique business model made possible by the prominence of social media, influencers partner with brands and recommend products to their followers for a fee. This benefits the brand by increasing their online presence and social media exposure while allowing them to learn more about their target audience through the influencer’s reach.

But because influencer marketing is a recent phenomenon, it is often seen as an untested advertisement method. However, influencer marketing provides an array of possibilities and can be a valuable asset to a marketer’s arsenal of campaign strategies. For example, my team finds real estate professionals who have become experts in marketing themselves online through our Facebook group. Then, we like to invite the top experts to guest post, record a podcast interview or webcast or even create a series of videos discussing their top tips that we can easily share across all of our marketing channels. This is a great way to show our audience real-world examples of how they can market their own personal brands and businesses. Here are a few key ways that partnering with an influencer can benefit your business, too.

Increase Public Perception And Conversions

Many businesses struggle to understand how partnering with an influencer can be more beneficial than simply running ads on social media. My advice is to think of influencer recommendations like word-of-mouth references.

Having an influencer that consumers are already engaging with recommending a service is not much different than having a friend make the same suggestion. This makes an influencer partnership the perfect strategy both for increasing overall online reputation and increasing the likelihood of acquiring a new customer.

If you don’t know where to begin, there are several tools that can help you get started with an influencer campaign. For example, IZEA and Brand Backer are great options for companies new to influencer marketing. There are also options dedicated to helping you connect with video or YouTube influencers only, such as FameBit and Octoly.

Feature Image Credit: Shutterstock

By Adrian Fisher

Adrian Fisher is the founder and CEO of PropertySimple, a real estate technology company.

Sourced from Forbes

By Justin Lee

93% of B2B businesses use content marketing.

Only 5% feel that their efforts are very effective.

And an estimated 50% of all content is going completely unused.

Where did it all go wrong?

Just a few years ago, you could post 1, 2, 3, 300 blog posts on your website; furiously direct traffic to them through all your social platforms; amass zillions of inbound links; target a bunch of keywords; aaand easily rank on Google.

Download 195+ visual marketing design templates to use for social media posts, infographics, and more. 

Controlling your message and gaining customers was (well, almost) a piece of cake.

No longer.

The halcyon years are over; as Gartner’s Hype Cycle predicted, we’re knee-deep in the trough of disillusionment.

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Like the overhyped marketing channels that came before (TV spots, billboards, banner ads) content marketing peaked — then slumped.

After the huge success of a few early adopters, more and more people joined the party until the novelty disintegrated.

Resistance has built, but expectations haven’t faded — from marketers, at least. And the tighter they cling on, the less effective content marketing becomes.

So where do we go from here?

Quitting isn’t an option. Content marketing can’t be consigned to the past like those other clearly-defined tactics, because the boundaries around it are so fluid.

If content marketing is simply the strategic distribution of valuable content, then it encompasses almost all of marketing today.

And it can be as powerful as it once was.

But first, we need to understand the recent changes it has undergone, the barriers that stand in our way, and how to overcome them.

We don’t have to bin the playbook — we can rewrite it.

Here’s how.

Less is more

This one’s a no-brainer: we’re drowning in content.

Brands are generating more than ever, with one study counting a 300% increase this year compared to last.

The problem? Consumer demand for it remains static.

There’s only so much we can consume, process and share.

We still appreciate great content to the same extent, but as saturation increases, the big results are going to a proportionally smaller number of pieces.
But that’s not all.

Further analysis shows that 5% of branded content garners 90% of total consumer engagement.

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And a quick search of ‘content marketing law’ confirms this is the case more or less across the board: on average, 19 out of 20 pieces gets little to no attention.
Or, if a team produced 90% less content, they would still achieve the same results.

The solution is simple. Publish less. Publish well. Publish only when you have something valuable to say.

Then, devote freed-up resources to optimizing the evergreen content you already have.

Evergreen Content

  • ‘Evergreen’ content is simply content that doesn’t lose its value over time; it has no sell-by-date.
  • ‘Temporal’ content only has short-term relevance.

Both have their place. Temporal content keeps things fresh and buzzy with short spikes of interest. But it’s evergreen content that generates those lovely compound returns that make content marketing valuable in the first place.

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It can be tempting to try and keep up with our fast-paced online life by churning out a constant deluge of temporal content. But relying on those little bursts of interest is a) expensive, b) time-consuming and c) unsustainable — to the point of diminishing returns.

Even if a post gets a lot of initial buzz, studies show that shares don’t equal links.

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Evergreen content, on the other hand, has consistently been proven to drive the biggest amount of organic traffic for the minimum amount of effort.

This isn’t an either/or; but the scales should be tipped highly in favor of evergreen over temporal.

However, evergreen content needs to be watered regularly to stay healthy. Enter historical optimization.

Historical Optimization

Historical optimization is the practice of refreshing ‘old’ (i.e. not published today) content to increase lead generation and traffic.
It helps with:

  • content with high conversions but low traffic;
  • content with high traffic but low conversions;
  • and content that is underperforming relative to the time and resources it took to create.
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By employing historical optimization, you capitalize on the existing authority and traffic a post already has.

Content should be updated to improve accuracy, freshness and comprehensiveness.

Useful areas to tweak? Titles, the quality of the copy, internal and external links, images, meta-description and CTA.

You can also ask GrowthBot for the keywords you rank for and compare them to keywords similar organizations are ranking for.

Then, content can be resurfaced as brand new (with a publication date to match — Google favors fresh content).

Distribution and Resurfacing

The distribution of content is almost as important as the content itself.
And by dedicating efforts to resurfacing existing content, you can reach the same (or a larger) audience with less effort, as well as reducing pressure on staff to keep churning out new stuff.

It’s a tactic that’s helped online publications like The Atlantic (where more than 50% of monthly traffic comes from content not produced that month) significantly raise their readership.

Resurfacing can include everything from evergreen hits, newly refurbished stories, temporal content that has found renewed relevance; or simply nuggets of information or research that continue to be useful.

It all boils down to the oft-cited definition of content marketing success: helping the right audience find the right content at the right time.

By staying abreast of the current content climate, you can evaluate if a story is worth resurfacing (or writing) in the first place; and if so, how best to distribute it.

But this relies on more than an educated guess. Smart automations like GrowthBot can help clarify what’s of interest to your target audience. Try asking it what stories are trending for a certain topic, or which posts are the most-viewed on a relevant site.

Another great way to find popular content on any topic is with Ahrefs’ Content Explorer.

Smarter SEO

Today, the top distribution channels are controlled by a small number of huge companies: specifically, Alphabet and Facebook (and everyone they own, including Google and Youtube).

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So, we’re essentially at the mercy of their algorithms — which are subject to constant change, including:

  • Google’s algorithm being updated to favor ‘real experts’ on a topic (not content machines or college kids copywriting to pay their tuition fee).
  • Search engines in general (including technology like Amazon Alexa) becoming more complex and sophisticated — they’re now able to understand semantically-related concepts.
  • Personalized search making keyword rankings unpredictable and harder to calculate.
  • Google displaying featured snippets on the SERP (search engine results page).
  • Facebook updating their organic reach News Feed content with the same intent: to keep users from navigating to different sites.

These changes represent a shift in the classic function of SEO.
Obviously, the first step is to ensure your content is sufficiently engaging and educational not only to rank high in search results, but to entice readers away from the SERP.

However, that’s no longer enough.

Build Around Topics

To assert yourself as a ‘true expert’, you need to create accurately and consistently around a certain topic — not one-off content to target certain keywords.

Topic clusters have been lauded as the future of SEO and content strategy, but are widely underreported on (so now’s the time to strike!) A topic cluster is simply a group of interlinked web pages built around one ‘pillar’ page.

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The pillar page and cluster pages link back to each other via the use of the same hyperlinked keyword.

When one of these pages performs well, the entire topic gets a rankings boost, leading to more visitors and a positive feedback loop traffic and conversions.

This will also improve search ranking of similar content on your site, which can even lead to you owning multiple SERP positions for a certain keyword.

Implementing topic clusters will clarify a site’s organization and architecture. It also encourages a more deliberate approach to posting.

In the past, a team would generally post for the sake of interest or topicality. With topic clusters, they can use organic gaps in an existing cluster as a strategic starting point.

Featured Snippets

Featured snippets are the high-ranking search results featured in a box below the ads on Google. In a nutshell, they’re there to answer a user’s question straightaway.
Being featured, unsurprisingly, results in tons more exposure: RKG Merkle’s Ben Goodsell noted an 677% increase in revenue from organic visitors and a 400% increase in click-throughs.

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Ahrefs reports that 99.58% of featured pages already rank in top 10 of Google, so if you’re already ranking high your chances are promising.
But, as outlined in this awesome Moz guide, there are plenty of ways to optimize your content to increase its chances of getting featured, including: keyword research, on-page SEO, Twitter monitoring, structure, formatting and imagery.

It’s also important to try and answer as many similar questions possible.
You can also look for relevant existing snippets already owned by another company and try to get a mention.

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Another handy feature is the ‘people also ask’ widget, which gives an insight into what Google links together. By exploring this, you can sniff out untapped content opportunities and strategize for the future.

Facebook

By combining PPC with recommendation algorithms, Facebook has flippedthe digital advertising value chain upside down.

As outlined in Buffer’s report, Facebook’s new algorithm relies on three active interactions: commenting, sharing and reacting.

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Adam Mosseri, Head of News Feed, explains: “Page posts that generate conversation between people will show higher in News Feed.”

But a no-go for brands is posting content that ‘baits’ customers into commenting, sharing or reacting; this will result in demotion of your content on newsfeeds.
The engagements need to be based on genuine interest, not just consumption.

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The algorithm also places equal emphasis on posts that have been shared privately as well as publicly.

For most brands, reach and referral traffic from Facebook will continue to decrease; so it may be worth re-evaluating investment and resources dedicated to Facebook.
There’s no silver bullet — content needs to authentic, meaningful (and usually emotionally driven) to succeed.

Buffer’s Brian Peters summarizes: “Instead of creating content, for your brand, that people interact with, we need to start creating content, for the people, that will spark enough emotion to generate a comment or share.”

Breaking Out of Our Rut

The final barrier is our dependence on the same, worn-out methods; a strategy that worked in the past won’t necessarily continue to work.

That’s why it’s important to keep experimenting, testing and iterating with different channels and acquisition tactics.

This will help you build up a portfolio of experience to fall back on if your core strategy starts losing traction or just isn’t working.

It’s also useful in terms of tapping into new audiences or digging deeper into your target audience’s interests.

Here are some methods to try.

Conversational Marketing

Conversational marketing means having a real-time, one-to-one conversationwith a customer or lead.

According to a recent study, 90% of consumers want to use messaging to communicate with businesses. Platforms like Drift and Intercom make scaling these conversations possible.

This signals a change in the way content marketing is distributed, making the prospect of customers receiving the right content at the right time — i.e, when they’ve just asked you for it — a reality.

Alex De Simone, CEO of Avochato explains: “Machine learning technologies that enable marketers to tailor who sees a message are starting to decide what the content of conversations should be. The shift from traditional content marketing to machine-mediated conversational marketing will change the way marketers operate, empowering them to deliver better content at scale.”

Video Marketing

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Experts are convinced that video, one of the fastest-growing and most in-demand channels out there, is the content marketing platform of the future.
In a world where more and more is automated, video emerges as one of the last communication channels that can’t be faked.

Don’t agree? Here are the numbers:

Sites like Simpleshow and GoAnimate are a great place to start.
Video marketing is powerful because it’s visual and auditory, making it easier for users to remember than text-based content. And when a customer remembers your video, they will also remember your brand.

Emerging Technology

Emerging technology is predicted to go mainstream over the next two years, and its widespread availability will create opportunities for marketers to optimize their content.

By 2021, early adopter brands that redesign their websites to support visual and voice search will increase digital commerce revenue by 30%.

And experts predict that AR/VR will amass $150 billion in revenue by 2020, indicating that the production of visual content will go from a ‘nice-to-have’ to a ‘must-have’.

While virtual reality still represents unexplored territory for most, its rise can serve as a reminder to keep experimenting with visual content such as interactive graphics, imagery, videos and apps.

As summarized by Ginny Mineo, you should: “Re-calibrate your strategy between compounding, recurring, and experimental content channels.”

The successful content marketers of the future will learn from the past and quickly adapt to the present.

Content marketing can transform itself by relying on selective, higher-quality content, powered by smarter research and emerging technologies.

By Justin Lee

Sourced from HubSpot

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  • We already know Facebook is losing among Generation Z, the generation after millennials that prefers Snapchat and Instagram.
  • Marketing and retail experts pinpointed six other sectors and businesses that are likely to struggle once these teens come of age.
  • “Generally, members of Generation Z are tech-savvy, pragmatic, open-minded, individualistic — but also socially responsible,” An Hodgson, an income and expenditure manager at Euromonitor International, told Business Insider. 

Ishan Goel, a 19-year-old marketing strategist with the Mark Cuban Companies, said it was “not cool” for his fellow Gen Zers to be on Facebook. For today’s teens, Facebook is just a tool for group chats or keeping up with parents.

“People aren’t wanting to post stuff consistently,” Goel told Business Insider.

People in Generation Z were born between roughly 1995 and 2010. This cohort of current teens is on track to kill Facebook, Business Insider’s Mark Abadi reported earlier this year.

Only 9% of teens say Facebook is their preferred social-media platform, a survey from Piper Jaffray found last year. Gen Z prefers Snapchat and Instagram, while older millennials are the biggest chunk of Facebook’s users.

“Generally, members of Generation Z are tech-savvy, pragmatic, open-minded, individualistic — but also socially responsible,” An Hodgson, an income and expenditure manager at Euromonitor International, told Business Insider.

Hodgson added: “Because Gen Zers are individualistic and value their privacy, they prefer anonymous social media like Snapchat, Secret, and Whisper rather than Facebook.”

Millennials are said to have already killed bar soap, diamonds, and napkins. Here’s what’s on Gen Z’s hit list.

 

Ralph Lauren, Sperry, and other preppy brands

Ralph Lauren, Sperry, and other preppy brands

Richard Drew/AP

Refined-classic brands, like Ralph Lauren and Vineyards Vines, are at record low popularity in the teen market, according to Piper Jaffray, moving to a 5% market share among teens from an average of 14%.

Ralph Lauren is taking one of the biggest hits, Piper Jaffray found. It was in the top 10 brands for men since 2002 but lost its standing this year. Filling the gap are streetwear brands like Adidas, Vans, and Supreme.

Department stores

Department stores

LM Otero/AP

Bobby Calise, the director of business development at the youth-insights firm Ypulse, told Business Insider that JCPenney and Macy’s had high brand awareness among Gen Zers but that they were more likely to shop at Forever 21, American Eagle, and other youth-centric fashion brands.

“The data is clear on one thing: Neither brand is cool in the eyes of Gen Z — and cool is a pretty important form of currency if you’re in the business of selling clothes to teenagers,” Calise said.

Goel said Gen Z perceived stores like JCPenney, Sears, and Kmart as lacking quality and a voice.

“When was the last time you bragged about shopping at JCPenney?” Goel said.

Gen Zers prefer to order online from companies with strong digital branding, said Tiffany Zhong, CEO of the youth-marketing firm Zebra Intelligence. And many know how to find manufacturers online, where they can buy products directly at a lower cost.

Cable TV

Cable TV

Pete Souza/White House Photo via Getty Images

“No one watches cable TV anymore,” Goel said.

More than 60% of teens said they would rather watch 10 hours of videos on YouTube than 10 hours of television, a 2017 survey by AwesomenessTV found.

Gen Zers surveyed said online videos were best for learning or laughing, while they preferred cable TV for watching with family or keeping up with what’s going on in the world.

Perhaps most revealing: One-third of surveyed teens felt that cable TV was best for falling asleep.

Pandora

Almost 10% of millennials say they pay for Pandora, compared with just 6% of Gen Zers, a study by the consulting firm Fluent found. Generation Z, more than any other generation, prefers subscribing to Apple Music, Spotify, and YouTube Red.

Traditional luxury goods

“Growing up during the global financial crisis, Gen Zers are realistic and mindful of financial issues and future career from a younger age,” Hodgson told Business Insider.

Gen Zers are more likely to opt for trends they can show off on social media, but not necessarily ones that are the most expensive.

The fashion trends that AwesomenessTV highlighted in its report tended to be ones that pop on social media, like space buns, pins and T-shirts with political sentiments, and sparkly makeup.

As Business Insider’s Mallory Schlossberg wrote in 2016, “Luxury items — the kind that you can ‘wear forever’ — do not serve as much of a purpose on social media.”

Feature Image: Preppy brands and cable TV are out.Strelka Institute for Media, Architecture and Design/Flickr/Attribution

Sourced from BUSINESS INSIDER UK

Sourced from and By

From the logos that litter our social media feeds to the buildings we pass by every day on our way to work, design infiltrates our lives, even when we don’t realize it. And when we do start to pay attention, it’s impossible not to wonder who’s behind the shapes, colors, textures and structures of the brands, media, and objects that surround us in our daily lives.

Sometimes we don’t even realize the ubiquity of design until something changes, like when Google releases a new Google Doodle—suddenly we’re aware that the logo we see every time we open our Chrome browsers is different. Other times, design smacks us in the face, like when a new monumental building fills up the skyline. If you’ve ever looked at architectural renderings of the future, you can imagine how dizzying these design changes can be. Take a handful of proposals for upcoming projects — the world might look a whole lot different in the future.

While architecture may be the most noticeable form of design, graphic designers have a big impact on our lives as well. Many of the most prominent ones today you can even find on Twitter. And of the ones that are no longer alive, their influence still lives on in everything from the New York subway map to the Coca-Cola label.

Besides graphic and architecture, which may be on two different ends of the design spectrum, our list also covers people who are behind some of the most useful objects ever invented, from the cars we drive to the chairs we sit on. And don’t think we left out Apple’s head designer, Jonathan Ive, either. The fact that there’s an impeccably constructed object in almost everyone’s purse or pocket speaks to how impactful design can be. Check out our list of the most influential designers of all time.

Antoni Gaudi

Image via WikiCommons

Medium: Architecture, Furniture, Interior Design etc.

Spanish Catalan architect Antoni Gaudí’s magnum opus is the Sagrada Familia in Barcelona. The Temple Expiatori de la Sagrada Familia is probably a singularly unique structure: part Neo-Gothic, part Naturalistic, part hallucinatory dream. It is mind blowing that Gaudí was thinking of and designing spaces such as these so early in the 20th century, markedly different from the architecture of Victor Horta’s Art Nouveau influence. Gaudí also designed interior spaces, doors, and furniture that look as though they are a part of the bizarrely seductive universe that his architecture hails from. He even created pieces like a Gossip Chair, which is a series of seats conjoined at the armrests.

Saul Bass

Image via WikiCommons

Medium: Print Design and Animation

If you have ever seen the title sequences of Alfred Hitchcock’s Psycho, Spartacus, or Anatomy of a Murder, or seen the posters for Vertigo or West Side Story, you have encountered Bass’ most well known works. Other contributions to our society rank among the Girl Scouts’ and United Airways’ logos.

James Dyson

Image via WikiCommons

Medium: Product Design

Forbes may have said it best: “Dyson brought a level of excitement to housekeeping that’s usually reserved for cell phones and plasma televisions.” They’re right; 360-degree-swivel vacuums and bladeless fans have never felt so compelling.

POST CONTINUES BELOW

Marcel Breuer

Image via WikiCommons

Medium: Architecture, Furniture Design etc.

Like many of his brilliant contemporaries, Marcel Breuer also studied and taught at the Bauhaus in the 1920s, where he would then take on a teaching position as the head of the university’s carpentry workshop. His familiarity with unforgiving materials of Industrial design eventually lead to this Hungarian Modernist’s most widely-recognized work: the Wassily Chair. The name may not be familiar to all of us, but the bent tubular steel chair is no stranger in our lives. Breuer is also responsible for the Whitney Museum of American Art building (1966) uptown, which is a familiar façade for New York City aesthetes and civilians alike.

Stefan Sagmeister

Image via WikiCommons

Medium: Graphic Design

Austrian native Stefan Sagmeister’s most jarring (and recognizable) work was the infamous poster he designed for AIGA in 1999, where he opted to have the text of the event excised into his skin and photographed as the result. So, if Sagmeister doesn’t type typography personally — we don’t know who does.

Massimo Vignelli

Image via WikiCommons

Medium: Graphic Design etc.

Massimo Vignelli’s famous adage “If you can design one thing, you can design everything” may not hold true for everyone, but his idealism is much appreciated. Utopian aspirations aside, Vignelli re-branded familiar companies such as American Airlines, Knoll, Bloomingdale’s and Xerox, as well as created the signage for the NYC and DC Metro systems. So, next time you are in New York City, and you realize that the MTA arrows point you in the right direction, you have Vignelli to thank.

Kenichiro Ashida

Image via WikiCommons

Medium: Product Design

Kenichiro Ashida is to thank for all the time we have spent burning calories and time with the Nintendo Wii. His original design and creation of the Wii controllers, as well as its subsequent accessories, have truly changed the way that we interact with virtual games in real space and time.

Rem Koolhaas

Image via WikiCommons

Medium: Architecture

Rem Koolhaas is still hot; just last week, his design for the Miami Beach Convention Center Competition was chosen as the winner. In addition to his continuing contributions to contemporary architecture, Koolhaas is a Professor in Practice of Architecture and Urban Design at the Graduate School of Design at Harvard University. OMA (Office for Metropolitan Architecture) was co-founded by Koolhaas in 1975. In the late ’90s, as OMA was confronted with a transition into the virtual domain, they decided to create a new company called AMO, a think tank dedicated to operating in “areas beyond the tradition boundaries of architecture, including media, politics, sociology, renewable energy, technology, fashion, curating, publishing, and graphic design.”

Zaha Hadid

Image via WikiCommons

Medium: Architecture

Iraqi-born architect Zaha Hadid was the first woman to win the Pritzker Architecture Prize in 2004. Her Starchitect status and global notoriety speak to her success and recognition as a designer of space and structure. In 2013, Hadid proved she had made it with her first New York City project: a boutique condo complex near New York City’s High Line park. In addition to her geometric megastructures, she created furniture installations, and had a hand in the design of a three-wheeled automobile. She even dabbled in footwear design to produce a boot with clothing brand Lacoste in 2009. Hadid passed away in 2016.

Charles and Ray Eames

Image via WikiCommons

Medium: Architecture, Furniture Design

The Eames’ molded plywood lounge chair was the first and finest of its time when it debuted in the 1950s. Since then, the chair and its accompanying ottoman, have been in constant production. It even holds a spot in the permanent collection of MoMA in New York City. In addition to this stunning contribution to furniture design, the Eames’ home in Pacific Palisades (Case Study House #8, 1949) stands as a live-able (and lived-in) fantasy interior and somehow continues to look fresh and unbridled by decades of passing trends.

Paul Rand

Image via WikiCommons

Medium: Graphic Design

One of Paul Rand’s contemporaries, Louis Danzinger, once said of him, “He almost singlehandedly convinced business that design was an effective tool.” Rand’s work was mainly in rebranding corporate identities. Rand’s designs were decidedly reductive and seemingly uncomplicated, and a style that was once groundbreaking, has now become a paradigmatic model for generations of graphic designers today.

Richard Buckminster Fuller

Image via WikiCommons

Medium: Architecture, Automobile Design etc.

Richard Buckminster Fuller knew no bounds. The man was an inventor and an architect, a cultural theorist and an automobile designer, a simple game maker and a builder of geodesic domes. In retrospect, his two-time dismissal from Harvard University reads like a historical joke. Fuller’s international recognition began with his design of the geodesic dome. He even established the World Design Science Decade (from 1965 to 1975) to “apply the principles of science to solving the problems of humanity.” He seemed to be outrageously ahead of his time; urging designers to look towards renewable resources for energy, and creating affordable, sustainable works to serve the citizens of the world.

Frank Gehry

Image via WikiCommons

Medium: Architecture

Two of Frank Gehry’s best-known works are his titanium-covered Guggenheim Museum in Bilbao, Spain and the Walt Disney Concert Hall in downtown Los Angeles. These huge structures take on an unprecedented form and scale, which have now become attributed specifically to Gehry. He was also responsible for the design of the Experience Music Project in Seattle as well as Dancing House in Prague. It feels as though Gehry’s work doesn’t really need any explanation, since the forms themselves are quite astonishing in their own right

Philippe Starck

Image via WikiCommons

Medium: Architecture, Product Design, Industrial Design etc.

This internationally renowned product designer began his career at the artistic director of Pierre Cardin’s publishing house. Following that accomplishment, Philippe Starck went on to establish his own industrial design company that would work with the likes of Driade, Alessi and Kartell in Italy, Drimmer in Austria, Vitra in Switzerland, and Disform in Spain. His dedication to the idea of democratic design led him to create mass-produced consumer products rather than singular bespoke pieces. Starck gradually expanded his design practice to every genre possible: furniture, domestic appliances, staplers, toothbrushes and lemon reamers, tableware, even clothing, food, and architecture. Perhaps, the wonder of Starck is that his vision is not limited by medium, but instead is liberated by their respective possibilities.

Frank Lloyd Wright

Image via WikiCommons

Medium: Architecture, Furniture Design etc.

The prolific Frank Lloyd Wright designed more than 1,000 structures and completed over 500 works over his career. Though Wright was also the designer of the famed Solomon R. Guggenheim Museum in New York City, his magnum opus, Fallingwater (1935) in southwestern Pennsylvania, demonstrates an epitome of a harmony between man and nature. The façade of the Kaufmann Residence (as it is also known) is striking of course — the cantilevered slabs seem to float sublimely above cascading waterfalls, but the structure and its contents have been fully worked over by Wright. The entire interior (furnishing included) was also designed by Wright.

Ludwig Mies van der Rohe

Image via WikiCommons

Medium: Architecture

Mies van der Rohe is an accomplished man (to say the least). He served as the director of Berlin’s Bauhaus as well as the department head of architecture at the Illinois Institute of Technology, where he is credited to have developed the Second Chicago School. Among his fellow modern architecture masters (or peers, as some might refer to them) are Frank Lloyd Wright, Alvar Aalto, and Le Corbusier. But despite his rich associations, Mies strove for what he called “skin and bones” architecture; architecture with minimal framework and open space. Today, such a concept seems benign or even standard, but it was the prolific work of Mies that breathed life into the mantra, “less is more.”

Aleksandr Rodchenko

Image via WikiCommons

Medium: Graphic Design, Industrial Design, Architecture, etc.

Aleksandr Rodchenko is widely considered one of the founders of the Productivist movement of in the early 20th century Russian avant-garde art scene (which preceded landmarks such as Bauhaus and the De Stijl movement). He emerged as a prolific painter, sculptor, photographer, graphic designer, industrial designer and architect. Rodchenko sought to combine all mediums together for a socially engaged and aware purpose. He photographed modern monuments of his time, created bold opinionated graphics and posters that spoke to his derision for propaganda, and sought to use design to shape a better world.

Dieter Rams

Image via WikiCommons

Medium: Industrial Design

German industrial designer Dieter Rams served as the head of the consumer products company Braun. Rams is usually associated with the Functionalist school of industrial design and has even created ten clean-cut principles for us civilians to qualify “good design.” According to Rams, good design is innovative, makes a product useful, is aesthetic, makes a product understandable, is unobtrusive, is honest, is long-lasting, is thorough down to the last detail, is environmentally friendly, and is as little design as possible.

Milton Glaser

Image via WikiCommons

Medium: Graphic Design

Milton Glaser is such an accomplished graphic designer that the I ♥ NY (yes, someone designed that) logo is only a part of his portfolio. Glaser, along with his peer Clay Felker, founded New York Magazine in 1968. And among some of the graphical gifts endowed to future generations from Glaser are the Target, JetBlue and Coach logos. And, the 2009 documentary film titled To Inform and Delight: The World of Milton Glaser only drives home the ideology that Glaser’s work strove for: design that is legible, informative and visually pleasurable. That same year Glaser was also awarded the National Medal of the Arts by President Barack Obama.

Le Corbusier

Image via WikiCommons

Medium: Architecture etc.

In retrospect, history has painted Le Corbusier as a man who could create just about anything. He was a pioneer of modernist high design and architecture and considered a visionary for the future of urban space. His idealistic designs range from the infamous Villa Savoye (that summed up his five main points of architecture) to the unfinished capital city complex of Chandigarh, India.

Walter Gropius

Image via WikiCommons

Medium: Architecture

In 1919, German architect Walter Gropius founded the Staatliches Bauhaus, an institution still renowned for its approach to teaching and integrating craft, design and the fine arts. In addition to founding a school that attracted the likes of Paul Klee, Wassily Kandinsky, Laszlo Moholy-Nagy, and Josef Albers as faculty, Gropius is also considered to be a pioneer of modern architecture.

Sir Jonathan Ive

Image via WikiCommons

Medium: Industrial Design

Sir Jonathan Paul “Jony” Ive is Senior Vice President of Design at Apple Inc. and oversees the Industrial Design for the MacBook Pro, iMac, MacBook Air, iPod, iPod Touch, iPhone, iPad, iPad Mini and iOS 7. Essentially, this man is responsible for the sleek Apple-laden monolith that we all succumb to at one point or another.

Louis Kahn

Image via WikiCommons

Medium: Architecture

One of the kings of modern architecture, Louis Kahn rose to prominence in the ’40s and ‘50s and was known for heavy, monumental architecture. His work was informed by his populist political views, focusing on blocky public housing projects in his hometown of Philadelphia and abroad. His work is iconic for modernizing traditional architectural styles, without falling completely in line with the strict style of his contemporaries. This made him stand out as an influential innovator even in his own time.

David Adjaye

Image via Getty/Alexander Tamargo

Medium: Architecture

David Adjaye is a Ghanaian-British architect, which might make him an unlikely choice for the National Museum of African American History in Washington, D.C., but he’s said of the project: “You’ve got to realize that the African-American community is really part of the hope of almost every black person I know…I was brought up understanding African-American history as part of the kind of modern history of all people of color.” His museum speaks to this experience, letting the visitor literally rise through this history. And it’s this thoughtful detail and incorporation of cultural and social history in his creations that has established him as one of today’s most influential global designers.

Thomas Heatherwick

Image via WikiCommons

Medium: Architecture, product design, automobile design, furniture design

The man behind Heatherwick Studio, Thomas Heatherwick often takes viewers on a flight of fancy. For instance, for the 2010 Shanghai Expo, representing the U.K., Heatherwick worked with Kew Gardens’ Millennium Seed Bank Partnership to design a structure filled with optic fibers holding 60,000 plant seeds. His work often provokes, made up of amorphous structures that almost seem alive, and there’s a focus on re-inventing everyday objects, like a spinning chair that moves the sitter around like a top. Heatherwick is also the man behind the 2012 Olympic Cauldron, as well as the proposal for a “Garden Bridge” in London.

Daniel Libeskind

Image via WikiCommons

Medium: Architecture, set design

Love it or hate it, Daniel Libeskind’s most famous work to date is the enormous Freedom Tower dominating New York’s skyline, although it’s a much pared-down version of his original design. Libeskind is no stranger to politically and socially wrought commissions, however. He’s responsible for the perfectly somber Holocaust Museum in Berlin, where the architecture forces the visitor to reflect on the horror of the massacre more than anything the museum contains. It takes a brave and talented architect to do justice to such dark events in our history. But that doesn’t mean he lacks a sense of humor. He once designed an angular Jacuzzi for a British trade show.

Bjarke Ingels

Image via WikiCommons

Medium: Architecture

Danish architect Bjarke Ingles is the “young bad boy” of the contemporary architecture world because of his refusal to follow tradition. And this “gives zero f*cks” attitude has gotten him far, with more than one award each year since 2001. Even Ingles’ firm isn’t shy of the spotlight; named Bjarke Ingles Group, it goes by the brash acronym BIG. That’s just what his buildings look like, too, arising from the landscape like enormous waves crashing over their surroundings. And the commissions for this type of overarching design just keep coming.

Elizabeth Scofidio

Image via Getty/Neil Rasmus

Medium: Architecture, visual arts, performing arts.

One fourth of the firm Diller, Scofidio + Renfo, Elizabeth Scofidio may be the contemporary architect New Yorkers know best. Often speaking on relevant panels about the intersection of design and the community, Scofidio has contributed her voice to many pressing issues surrounding the development of New York. And her firm knows a lot about that. DS+R is responsible for converting the abandoned train tracks on the West Side into the world-renowned High Line, and they’re also working on the Museum of Modern Art expansion, a controversial project that resulted in the demolition of the American Folk Art Museum. During the latter process, Scofidio became a leading voice engaging with the public about the expansion and why it would help create a new space for performance art in the city.

Tadao Ando

Image via Getty/Luc Castel

Medium: Architecture

Japanese architect Tadao Ando is self-taught, but that hasn’t stopped him from challenging canonized Western designers or raking in prizes over the past two decades, including a Pritzker in 1995. Known for heavy, gray concrete and sparse geometric shapes, Ando’s architecture plays with the line between depressing and uplifting. Take, for example, the Chichu Museum, an underground masterpiece that would feel like a bomb shelter except for its magical ability to filter daylight into cavernous galleries. His style is marked by the influence of Japanese culture and has been likened to a haiku in its ability to showcase the beauty in simplicity. Designers around the world have taken note.

Craig Edward Dykers and Kjetil Trædal Thorsen

Image via Getty/Nicholas Hunt

Medium: Architecture, landscape, interior design, brand design

Snøhetta is the name of the tallest mountain in Norway, and if you’ve seen Craig Edward Dykers and Kjetil Trædal Thorsen’s Oslo Opera House design, it makes sense that the pair chose to use this mountain as their firm’s name. The enormous white building is winged with giant ramps that recall the slopes of snowy mountains and also serve as a public space for Oslo’s citizens. The firm’s awe-inspiring buildings, as equally immersed in the public landscape as they are striking, could be the reason Snøhetta was chosen to redesign New York’s Times Square and build the National September 11 Museum. They are also responsible for the design of Alexandria’s Library in Egypt, one of the most famous architectural projects in recent history.

Sourced from and By

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Summer is quickly arriving here in the Northern Hemisphere, and when the seasons change, I reevaluate my habits and goals.

  • What should I stop doing (aka, What’s not working?)
  • What could I optimize?
  • What would I like to add to my routine?

You probably see where I’m going with this … you can also seize this time to refine your habits and goals.

And if your writing sessions ever feel unproductive, I have an eye-opener that will help you approach them with more ease.

Introducing the Necessary Mess

If you’re not an editor, the articles you read online are the final versions of those articles.

That’s obvious, yes, but we often don’t stop to think about all of the versions of a piece of content that existed before it was published.

It might look like it was created effortlessly.

You picture the author opening up their WordPress dashboard, selecting a New Post, and typing out a coherent draft. After a little editing and proofreading, they’re ready to publish.

If it were only that straightforward.

So, today I want to highlight what goes on in Draft Mode, especially the nonsensical nature of most drafts.

The first version of an article typically just needs to translate an idea into some words.

Here’s a sample of one of mine.

My handwriting is sloppy. There is no logical order. It’s simply what I needed to start crafting my thoughts … and it eventually led to the post you’re reading right now.

If you look closely at the image above (please don’t), you’ll see that the term “Necessary Mess” was originally “ugly draft.” Ultimately, “Necessary Mess” felt more precise.

Your version of the Necessary Mess might look completely different. It could be a bulleted list or a collection of digital notes. Regardless of the format, embracing it helps relieve some of the tension of getting started on a project.

Check out these four pillars of a Necessary Mess that you can incorporate into your writing practice.

1. Write what’s easy

"When we can't tap into our creativity, the neurons in our brains aren't firing the way we'd like them to." – Kelton Reid

If you’re trying to achieve the quality of another author’s “highlight reel” when you write your first draft, you’re likely going to be disappointed and frustrated with your “behind the scenes.”

Instead, write what feels easy, even if your ideas aren’t fully formed.

When I’m not quite sure what I want to communicate, writing anything helps me relax.

My go-to tactic for a while has been to type the word “something” over and over again in a digital document. I eventually get tired of looking at the word “something” and what I really want to write about emerges.

I also recommend writing out the lyrics to a song you like or inventing a funny poem. Those tangents that jump-start your process can be powerful parts of your creative journey.

2. Schedule enough time

"You don’t have to convince anyone you’re working." – Stefanie Flaxman

You can afford to spend time “writing what’s easy” when you don’t have a tight deadline.

If you don’t give yourself enough time to write, you’re going to feel pressure to write the Most Eloquent Words in Your Brain right away.

But prolific writers know that “decent,” “weird,” or “good enough” often precede the “best” versions of their content. They need the time to explore “decent,” “weird,” and “good enough” in order to arrive at “best.”

3. Accept ridiculous mistakes

"Use this simple process to write as many blog posts as you need, without tears or frustration." – Sonia Simone

This is the “Mess” part of “Necessary Mess.”

  • Glaring and not-so-glaring typos
  • Awkward phrases
  • Improper grammar
  • Spelling errors
  • Confusing punctuation

Approaching your topic in a thoughtful way almost requires a certain fervor that harbors making mistakes.

So don’t sweat it if you accidentally write something like “All beets are off.”

4. Sculpt your art

how an editor helps your content shine

As I mentioned before, you’re not going to publish the Necessary Mess; it’s a tool that helps you uncover the main point of your article.

Then you remove the parts that convolute your main point.

You work through a Necessary Mess until someone else can clearly understand and benefit from it … until it becomes a Nectarous Message.

And as you publish and promote your Nectarous Messages over time, you’ll build an audience of people who want to hear what you have to say.

By

Stefanie Flaxman is Rainmaker Digital’s Editor-in-Chief.

Sourced from Copyblogger