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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

By 

  • 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

By AJ Dellinger

Ad-blocking tool Ghostery suffered from a pretty impressive, self-inflicted screwup Friday when the privacy-minded company accidentally CCed hundreds of its users in an email, revealing their addresses to all recipients.

Fittingly, the inadvertent data exposure came in the form of an email updating Ghostery users about the company’s data collection policies. The ad blocker was sending out the message to affirm its commitment to user privacy as the European Union’s digital privacy law, known as the General Data Protection Regulation (GDPR), goes into effect.

The email arrived in inboxes with the subject line “Happy GDPR Day — We’ve got you covered!” In the body of the email, the company informed users, “We at Ghostery hold ourselves to a high standard when it comes to users’ privacy, and have implemented measures to reinforce security and ensure compliance with all aspects of this new legislation.”

What Ghostery likely didn’t intend to do was immediately expose all of its users. CCed to the email were hundreds of other recipients, their emails all readily viewable to others receiving the message. Ghostery users took to social media to complain about the exposure.

 

Gizmodo spoke to three Ghostery users who received the GDPR email from the company and had their emails revealed in the CC line of the message. All three confirmed that they had yet to receive any follow up from Ghostery regarding the situation. Gizmodo also reached out to Ghostery but did not receive a reply.

Amazingly, all three users said no one had replied to the email yet, sparing the hundreds of other recipients from being caught in an endless reply allpocalypse. “In one of the most stunning displays of humanity I have ever seen, no one has yet reply-all’d with a snarky comment,” Twitter user Linguica said in a DM.

Most of the users who spoke about the incident said they would continue using Ghostery. Dan Previte, a web developer from Chicago and Ghostery user, told Gizmodo he would continue using the tool but noted, “It does make me think their dev team is maybe not great at protecting my personal information. So I’d be less likely to allow them to collect usage data or something.” One user going by /home/$USER said they had just signed up for Ghostery Friday to run some tests with the tool and has already dropped it.

While the email fuck up was likely a simple mistake, Ghostery, which blocks trackers scattered on websites that collect personal data from users, has come under fire for some of its practices in the past. For nearly a year, the company faced criticism for selling anonymized user data to businesses. It has since changed to a business model that sells analytics data about ads and offers an affiliate marketing program to users.

Feature Image Credit:  Screenshot: YouTube

By AJ Dellinger

Sourced from GIZMODO

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Google has partnered with online reviews company Feefo to bolster its AdWords network with the incomer’s review-based advertising expertise.

Feefo, which works with the likes of Next, Vauxhall, Expedia and Thomas Cook, will lean on its sentiment analysis tech to discover relevant advertising keywords from the thousands of brand reviews it processes. These can then be input into digital ads where it boasts ‘up to a three or four-fold increase in click-through-rates (CTR)’ against conventional means.

Adrian Blockus, head of channel sales for the UK and Ireland at Google, explained: “We’re pleased to have Feefo on board as a Google partner. Feefo has the product knowledge, advanced technology and insight needed, to create and optimise Google AdWords campaigns for their customers.”

The keywords drawn out by Feefo can also be used to spruce up brand copy and landing pages to reflect the language and sentiment used by consumers in their reviews.

Matt West, chief revenue officer of Feefo, added: “We use our unique insights to lend a powerfully persuasive new voice to adverts.

“We are focused on using the power of our smart innovative technology to extract the maximum possible value from consumer feedback on behalf of our clients, and remain committed to helping consumers make confident, informed decisions based on real reviews they can trust.”

Feature Image Credit: Google AdWords bolstered by Feefo

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Sourced from THEDRUM

By Chris Pentago 

I recently had a discussion with a friend that does lead generation and email marketing for pet supply companies. He admitted that his job has gotten tougher over the past few years, but it isn’t because of problems in the industry itself. If anything, demand for pet supplies is growing faster than ever. However, spam filters are making it harder for him to create successful email marketing funnels.

My friend isn’t the only person facing this problem. An estimated 21% of legitimate emails sent for legitimate marketing purposes end up in the spam box. Of course, some marketers have a much higher rate of being flagged by spam filters than others, because they aren’t aware of the causes.

Here are some tips to make sure your emails don’t trigger spam filters.

Use a reputable email server

Once somebody flags an email, the IP address of the sender is recorded. They may never get another email from that IP address again.

This means that you need to be careful when choosing email servers. If you choose a delivery service that has lax content policy standards, then there is a good chance that spammers have been abusing it. This means that if you share an IP address, you and other legitimate marketers trying to use the service will get filtered by the reporting users as well.

Instead, you should use more trusted email marketing service like Campaign Monitor. They have strict policies, which protects all marketers from being flagged for spam.

Get custom authentication

Adding a custom authentication to all of your emails is very important. This tells users that your emails are legitimate.

Make sure they have a verified SPF and DKIM setting on all of your emails. Don’t worry if you don’t know how to set it up on your own. Most modern email marketing solutions resolve it for you.

Know which keywords trigger spam filters

Some words are highly likely to trigger spam filters. Many spam words are fairly common in the English language. The good news is that modern spam filters are much better at understanding context than they used to be. However, it is still a good idea to use these words sparingly to maximize the likelihood that your email will be delivered.

Here are some of the keywords that are most likely to accidentally trigger a spam filter:

  • 100% free
  • Mail in order form
  • Reverses
  • Meet singles
  • Month trial offer

You can find a full list of keywords that can trigger spam filters here, but this should give you some ideas.

Pay close attention to sentence structure and spelling

While it is still a good idea to pay attention to words that may trigger spam filters, there are bigger factors to pay attention to. Modern spam filters place a lot more emphasis on readability than the presence of certain trigger words.

Make sure all email copy is crafted by a skilled writer. Don’t use a content spinner to create unique variations of webpage content to use in your emails. If you do want to repurpose existing content for your email marketing strategy, make sure that it is as high-quality as possible. Spam filters know how to detect spun content and will penalize you for sending it.

Test your emails before sending them

Even if your email looks fine, it could still get caught in a spam filter. It is a good idea to test every email before you send it. If it doesn’t get delivered, you need to figure out what caused it to get flagged as spam.

Don’t be too aggressive or repetitive with your content

Spam detection algorithms rely extensively on machine learning and a pre-existing knowledge of spam tactics. However, they also depend on email recipients to alert them to spam.

Two of the biggest reasons that people flag emails for spam are:

  • The copy is overly aggressive with its sales approach.
  • The marketer sends the same type of message over and over again.

Look out for these pitfalls while creating emails. Many recipients will flag your email for spam rather than opting out of your subscriber list if you consistently failed to deliver valuable content. Always keep their needs in mind.

Feature Image Credit: OvidiuTepes / Pixabay

By Chris Pentago 

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Sourced from Business 2 Community

By Moss Clement

Are you leveraging video content marketing to scale your digital marketing business? Are you interested in learning powerful tips you can apply today to improve your video marketing campaign and grow your business?

If you answered yes to the above questions, then please, make sure to read the entire article for the best tips that will help you boost your video marketing campaign!

The Whys and Wherefores of Video Content Marketing

But before we go further down this article, let’s find out why you really do need video content marketing to grow your business.

Why use video content marketing? There are fascinating benefits of using video marketing in your digital marketing campaigns. In fact, studies show that…

Visual content is a phenomenal way to share information, because the brain processes visual data 60,000 times faster than text content.

Video marketing is one of the visual content marketing strategies that engage users – and keep them coming back for more. But why?

It’s because videos increase your ability to retain information.

For example, after watching videos, three days later you can retain, on average, 65% of the information, as opposed to 10% of the same information that you only heard.

Videos offer your target market a background view of what’s happening behind the scenes with your brand, and help you better connect and build trust with that audience.

Email subject lines using the word video can increase the CTR (click-through rate) by 65%, with a 19% increase in the email open-rate.

5 Video Content Marketing Tips You’ll Want to Use Now

Now that you know why video marketing is important to your digital marketing campaign, let’s consider some amazing steps you can apply today to boost your video marketing strategy.

1. Leverage User-Generated Content (UGC)

It’s a great idea for you to create videos (in-house videos) to communicate your brand message with your target audience, as it will help you create brand awareness, etc.

However, did you know that it’s even better for you to leverage user-generated content and create compelling videos?

Yes, it’s true! And that’s because the user-generated video has more force – it conveys authenticity.

Research shows that brands who created a blend of official brand videos and user-generated video content saw a 28% increase in engagement.

Furthermore, user-generated content videos perform better on YouTube, with 10X more views than other brand video content types!

The reason is that as people, we tend to trust recommendations from others. As a result, user-generated content (UGC) video offers you a platform to humanize your brand message and tell your story accordingly.

2. Optimize Your Videos for SEO

Optimizing your videos for SEO is amazing, in that it will help you improve the visibility of your video marketing campaign, and boost your search rankings as well.

Hence, it’s important that you make sure to create video content that’s relevant to your target market – videos that help and solve their problems – videos that add value for them.

Relevancy increases clicks, engagement, shares, and so on, and these factors will greatly enhance your SEO.

Consequently, try to find the best keywords for your video marketing campaign – keywords your competitors are using to rank high on SERPs.

Use your seed keyword in the title and description. Add tags and meta-tags to boost your chances of ranking high on SERPs.

3. Create Short Videos

The length of your video plays a crucial role in the success of your video marketing strategy. Gone are the days when longer videos won the battle on social media. Now, people have a lower attention span, which calls for the need to create shorter videos.

But understand there are still some brand messages that may require a lengthy video to be able to emphasize and convey the main points properly.

In this case, you can create a video series – part 1, part 2, and part 3, as the case may be. The point here is to make sure your video is very brief, approximately 60 seconds in length, or at least less than that.

However, there’s much controversy regarding the optimal length of videos – especially YouTube videos – to attract more clicks, engagement, and generate leads.

Please check out HubSpot’s report on the optimal length of videos for each major social media platform, including YouTube.

4. Promote Your Videos Across Channels

When you’re done creating your video, you must publish it on your blog or website. But is that the end of it? Not really – You need not let your video sit on your blog or website without proper promotionYou have to promote it sparingly across all marketing channels to increase visibility.

Promoting your video content across various marketing channels will help you:

  • Drive more traffic
  • Improve clicks
  • Increase engagement
  • Get more sales, etc.

Therefore, share your videos across channels such as these:

  • All major social media sites
  • Use them in your email marketing strategies
  • Use them on your landing pages

For instance, a study shows that video content that’s added to a landing page can significantly boost conversion – by up to 80%.

As a result, make sure to promote your videos on all marketing channels to improve your video marketing campaign.

5. Create Interactive Videos

Just as user-generated video content can generate more views, increase shares, and so on, interactive video has the capability to boost website traffic and engagement as well.

As the name indicates, interactive videos offer your target audience the opportunity to respond to and leave feedback about your video content – which in many cases might be about your product and services.

With interactive videos, you offer your audience an avenue to interact and better connect with your brand.

The best way to create an interactive video for your video marketing campaign is to host the contest.

Contests can generate much engagement and leads, and when the contest is about your product and services where the best video will receive a prize, the response and engagement will definitely increase. This will surely help you improve your video marketing campaign.

Keep Up with the Competition – And Surpass It with Video Content Marketing

In a world of digital marketing where technology has taken over the landscape, the challenge to keep up with the competition has become even more intense. And with new challenges coming up, as a video marketer you must contend with these challenges in order to reap the benefits of your video marketing campaign.

Therefore, having a well-defined video marketing strategy (or framework) to work with will surely strengthen that video marketing campaign.

The steps in this article are simple, practical ways that will enable you to define your video marketing efforts and grow your business. From short videos to UGC, to using interactive videos and contests, make sure to apply these tips as you go forward in your video marketing strategy, then see where it takes your brand!

By Moss Clement

Moss Clement is a blogger and freelance writer who delivers high-quality content via writing services such as: blog post writing, article writing, ghost writing, etc.

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Sourced from Rocks Digital

 

 

Perhaps computers will replace the humans who spot ads.

Brave has developed AI technology called AdGraph that outperforms conventional ad-blocking technology, the browser startup said Friday.

“We can train supervised machine learning models to automatically block ads and trackers,” researchers from Brave and four universities said in a research paper. “We found that AdGraph replicates the behavior of popular crowdsourced filter lists with an 97.7 percent accuracy. In addition, AdGraph is able to detect a significant number of ads and tracker which are missed by popular crowdsourced filter lists.”

Ad-blocking browser extensions like Adblock Plus today typically use manually maintained filter lists such as Easylist to determine what’s an ad and what’s not. Brave’s AdGraph approach instead uses artificial intelligence, trained on real-world websites, so it can spot ads and trackers even before a human has reported them.

Ad blocking is a major threat to internet services whose growth has largely been fueled by free services supported by ads. But online ads — which can be annoying and intrusive, slow down computers and phones, and even deliver malware — are in trouble.

About 615 million people use ad blockers on computers and mobile devices, according to PageFair, a company that seeks to help website publishers evade the blockers to reclaim revenue that otherwise would be lost. And Europe’s General Data Protection Regulation (GDPR) is making life harder for companies to harvest your personal data.

Brave AdGraph analyzes websites to try to identify what elements are ads or behavior trackers.
Brave AdGraph analyzes websites to try to identify what elements are ads or behavior trackers.

Screenshot by Stephen Shankland/CNET

Brave, co-founded by former Mozilla leader Brendan Eich, blocks web ads and the behavior-tracking software that often accompany them. The company wants to restart the online ad industry with ads that are personalized but that don’t leak your private data out of the browser itself. To make that approach effective, Brave must have an effective system for blocking conventional ads and ad trackers.

AdGraph isn’t built into Brave, but the company has plans to do so, it said in a blog post Friday.

It works by examining how websites load, scrutinizing HTTP communications with web servers and the JavaScript and HTML instructions out of which websites are constructed. “Combining information across the different layers of the web stack allows us to capture telltale signs of ads and trackers,” the paper said.

Brave isn’t alone in the approach. Apple already uses some AI technology called intelligent tracking prevention to try to block ad trackers.

Eyeo, maker of the widely used AdBlock Plus extension, declined to comment for this story.

In addition to competing well with conventional ad-blocking technology, AdGraph better resists website publisher tweaks that easily throw ad blockers off the scent, the researchers said.

“Researchers have shown that randomization techniques, where publishers constantly mutate their web content, can easily defeat signatures used by ad blockers,” the paper said. AdGraph isn’t as easily fooled, though.

“AdGraph’s resistance to those obfuscation attempts by publishers and advertisers represents an important technical advancement in the rapidly escalating ad blocking arms race,” Brave said.

 

By

Sourced from c/net