Month: June 2016

A Question Of Tactics

A Question Of Tactics

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When marketers had no choice but to pay thousands of dollars each year for print, TV or other forms of conventional advertising they had to discern which media to invest in and why.
The good ones had a strategy. The rest dabbled.

In a digital world though, it seems like every day there’s another opportunity to expand our reach for free. A new platform to try, another channel where the eyeballs are—a place where you should have a presence. And so we invest time (which of course is not free), executing on tactics in the hope of making gains we haven’t yet clearly defined. A strategy should still come before tactics.

7 Questions to ask before allocating marketing resources

1. Why should we invest in this channel or platform and why now?

2. How will this benefit our brand?

3. How will this benefit our customers?

4. How will we measure if it’s working?

5. What’s the opportunity cost of devoting resources here and not there?

6. What other opportunities exist to invest in growth by delighting existing customers?

7. If this is the right thing to do how are we going to be the best in the world at it?

Do you have a plan or are you just dabbling?

Image by Hernán Piñera.

A Question Of Tactics | From The Story of Telling

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June 30, 2016 at 08:32AM

Here, Have a BREXIT

Here, Have a BREXIT

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The British are leaving!  The British are leaving!  Many people on all sides of “the pond” last week watched the Brits’ vote to leave the European Union with interest, and were shocked when they actually voted to cut ties with the EU.  The vote was often referred to by the doomsday name BREXIT (cue terrifying music).  It’s like the Bennifer of political events.  If you don’t know much about the backstory leading up to the vote, John Oliver’s commentary on it is worth watching.

BREXIT not only had an immediate impact on stock markets and the political parties of Britain, but it is likely to have a lasting impact on the UK economy and on IP rights in Europe.  Currently, applicants seeking trademark protection in Europe can file a trademark application designating the entire EU for protection through the European Union Intellectual Property Office (EUIPO).  Patent applicants can seek patent protection in Europe through the European Patent Office, but then currently have to go through a national phrase process where the application is then examined in the individual countries.  The EU was set to begin issuing European Unified Patents, much like the trademarks, but with the UK’s exit from the EU, many applicants may not seek to use this new system when it will not cover one of the major European countries.  IP attorneys will be keeping a watchful eye on changes in this area and how it may affect their clients’ protection and filing strategy in the region.

Naturally, when events like this take over the news cycle with a catchy name or slogan, the U.S. Trademark Office (USPTO) sees a spike in filings involving the name.  It takes 5-7 days before new applications are available in the USPTO’s search system, but currently there are three filings for BREXIT.  They were all filed on June 24, 2016.

  • A man in Chicago filed an intent-to-use application for BREXIT for “clothing, including t-shirts and hats”;
  • Quicksilver Scientific also filed an intent-to-use application for BREXIT for dietary and nutritional supplements; and
  • Samuel Adams’ parent company, Boston Beer Corporation, filed an intent-to-use application for BREXIT for “hard cider” but not for beer.

A Founding Father hawking a hard cider under the name BREXIT?  I’d try one.

The post Here, Have a BREXIT appeared first on DuetsBlog.

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June 30, 2016 at 03:08AM

SEO Defined in 60 Seconds [Animated Video]

SEO Defined in 60 Seconds [Animated Video]

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content marketing glossary - what is SEO?

How do people find what they’re looking for on the web?

Search engines.

And in order for business owners to ensure that their content appears as the most relevant resource for prospective customers, they must optimize web pages to show up in search engine results for specific keywords.

But let’s say you’re a beginner when it comes to search engine optimization (SEO).

What exactly is SEO?

Watch our short, fun video about SEO

With help from our friends at The Draw Shop, we whipped up 12 definitions from our new Content Marketing Glossary into short, fun whiteboard animated videos.

Check out our video for the definition of SEO:

Animation by The Draw Shop

And for those of you who would prefer to read, here’s the transcript:

SEO stands for “search engine optimization.” It’s a process of getting traffic from the “free,” “organic,” or “natural” search results generated by search engines.

Google and Bing are the biggest search engines, and they use algorithms to examine the content on a given page in order to decide what that page is about. Then, based upon more than 200 factors, they decide how relevant that page is to certain keywords.

The job of a search engine, like Google, is to find content that matches your query — or, the basic question you’re asking, like:

  • How far is the earth from the sun?
  • Who is the lead singer of Led Zeppelin?
  • What is a freemason?

Those questions contain keywords. The more your content matches those questions, the better the experience for the user. When you make people happy, you make Google happy.

Share this video

Click here to check out this definition on YouTube and share it with your audience. You’ll also find 11 additional Content Marketing Glossary videos.

SEO resources

If you’d like additional information about SEO, visit these three resources:

Learn more from the Content Marketing Glossary

Ready to master content marketing essentials? Watch all of our animated whiteboard videos right now by going directly to the Content Marketing Glossary.

By the way, let us know if there are any definitions you’d like us to add to the glossary! Just drop your responses in the comments below.

The post SEO Defined in 60 Seconds [Animated Video] appeared first on Copyblogger.

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June 30, 2016 at 02:08AM

My Uber Driver

My Uber Driver

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He was coming in an F-150.

I’ve been driving the past two weeks, but Felice’s machine, you see mine is a stick and I’m not quite up to that, but today she needed her Lexus so I had to use Uber.

I’m always uptight about using Uber, especially when I need to be buckled in, I can’t put on the seatbelt myself.

And I’m always worried they won’t come up into the hills, so I book early, and when I saw he was driving a truck…WOULD I BE ABLE TO GET INSIDE?

You have no idea what it’s like having shoulder surgery, most of the pain is in the rearview mirror, although not all, but I can’t tie my shoes, can’t dress myself, can’t take a shower by myself… Now I know what it’s like being old, I’ve got a lot more tolerance and sympathy and respect for the aged and infirm and handicapped.

I wanted to cancel. But would I get charged?

You’ve got a five minute window.

But would I be blackballed, I need a five star rating, I need to get picked up without delay. And if I just re-requested would the same guy pick up the call? And time’s a-wastin’ and I’m becoming paralyzed and I tell myself I’m not buying the pickup truck, I’m only going for a one way ride, so I can make it work, I think…

Turns out there was a step. I didn’t think of that. You can never predict the future, best to put one foot forward, or up in this case, and just soldier on, but I’m so worried about possibilities and pitfalls I can’t get started, I can’t get out of my own way.

And the driver started to get out of the car, to engage my seatbelt, to shut my door, but I ended up being able to do those myself. It’s so hard for me to ask for help, I’d rather do it myself, no matter what the cost.

And the driver was wearing no shirt and the windows were down and I’d prefer the A/C but I was pretty ripe myself, not having showered, being home alone, so I rode with it.

And after issuing some directions I pondered, do I have to talk?

Uber is not new. It’s a service, you pay for it, you get to your destination. But I feel too guilty to sit in silence, I feel obligated to speak, I want the driver to like me, I want a good rating.

“So how long you been driving for?”

That’s always the initial question, the follow-up is “Do you like it?”

But I didn’t get that far in this case. Turns out he’d been doing it for six months, he was feeding his eight year old son’s basketball habit. The kid was in two leagues. And right now his regular business was slow.

“What’s your regular business?”

He turned out to be a personal trainer. With clients in the music business. Sometimes they pay him for six months and then go on tour, that’s the best of all possible worlds.

So I told him this was my world and I asked him who.

And he proffered some names I knew, he kept on coming up with people I knew, shocking how small the world truly is.

So now I figure I’ll learn something, find out about the personal trainer business.

And I did.

If you start from zero, you need five sessions a week. No one sticks to the plan alone, you need the guy there. It’s $35 an hour if he comes to your home, if he hikes with you it’s $60. You don’t need machines, he can make it work, it’s all about the client’s desire.

He said he went to school for it.

But when I asked him where, he uttered the name of a highly-respected Beantown institution and I’m reevaluating my opinion of him when he tells me that’s not where he learned how to be a physical trainer.

He graduated and came to L.A., to housesit for a well-known musician who he grew up with who was on the road. And after working at a financial institution he became sick of being indoors and took a job fighting forest fires.

Huh?

That’s right, for six years. It was seasonal business, but he ended up getting full time work TRAINING firefighters after getting his certificate.

So now I’m learning that you wear your regular clothes, with a Nomex suit over that, and you’ve got a fifty pound pack and a shovel and you sometimes have to hike miles to the fire. Sometimes they drop you off by helicopter, but it’s extremely strenuous nonetheless. You have to dig lines. And sometimes you have to sleep, you see firefighters are 24 hours on and 24 hours off.

So you dig a six inch hole and then put your fire resistant tent atop it. You breathe down into the hole. You hope the fire jumps over you if it comes your way. And fires are unpredictable, they’re constantly hopping around.

“It’s dangerous, right?”

You’ve got no idea. He saw a guy slice off his arm with a chainsaw, he fell off a ten foot cliff in the middle of the night, you never know what you’ll encounter.

But then the driver got married and had his son and he doesn’t want to be away from home that long so he became a personal trainer.

And not only did I get an education, I found out where he grew up, where he lived in the Bronx and Manhattan, all about his relationships and then…

We were at my destination.

He gave me his card, in case I wanted to work out.

Needless to say, I’m in a sling and I’m not doing anything for a while. But I’m interested and I feel obligated and who knows?

But what I do know is I was in an awful mood when he picked me up but when I was dropped off I was on top of the world. Life is about people, everybody’s got a story, makes me want to take Uber every day just to hear them.

P.S. My return ride was in a Kia mini-SUV with A/C so good I did not want to get out. This guy said he was an actor, times were slow so thirty days ago he began to drive. But I’m figuring he’s too old to be a complete wannabe, so I tell him this and he gives me his credits, he was on a series for six years, every episode, even directed some, he had guest shots on household name shows, he could touch his pension but his accountant said to wait until 65, so he’s driving…

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June 29, 2016 at 03:09PM