Damn Cool Pics |
| Posted: 23 Sep 2014 06:03 PM PDT If you're ever in Orlando area you may see this food truck called 900 Degreez. It's 35-foot food truck that can cook an entire pizza in only 90 seconds. It gives a whole new meaning to the words fast food.           |
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A Content Strategy Template You Can Build On |
| A Content Strategy Template You Can Build On Posted: 22 Sep 2014 05:15 PM PDT Posted by Isla_McKetta Picture it. A room full of executives from a company you never thought you could land as a client. They're so engaged in what they are saying that they're leaning forward in their chairs. The CEO looks poised to ask a question but you can tell she doesn't want to interrupt your flow. This is the moment content strategists dream of. But if you're like me, it's easy to get caught up in how new the field is and wonder, "Am I even doing this right?" There are lots of posts to help you, such as How to Build a Content Marketing Strategy and Content Strategy: You're Doing it Wrong. There are also comprehensive guides to creating content strategies. There's even an epic list of content strategy resources. And there are books (my favorite is Kristina Halvorson and Melissa Rach's Content Strategy for the Web). Still, sometimes you just want to peek over someone else's shoulder at a concrete example to see if there's anything you can learn. This can be especially true if you're working in-house and don't have anyone to bounce ideas off of. So, I built a template. What a content strategy should look likeContent strategies take many forms, from a 50-page word document to an hour-long PowerPoint presentation. That means this template is not meant to be gospel. Instead, it introduces you to the many moving parts that make up a content strategy and gives you an example of how I, based on the years I spent consulting on content strategies for everything from stock photography to software as a service, would write it up. Peek over my shoulder to get your next strategy started, or just to get a glimpse of how someone else approaches a strategy. Build on this template and make it your own. You'll find that the template is written from an agency perspective (with lots of references to "the client") but it works equally well if you are in-house and are writing for that one, all-important client—your boss. What goes into a content strategyThe content strategy template walks you through researching and writing up the three key elements of a content strategy: what content looks like now, what it should look like, and the ecosystem in which content is created. Content todayA strategy should provide an assessment of the client's current content, as well as insight into their competitors' content. That assessment may include any or all of the following:
Content in the futureThen you want to show your client where the content should take them and how they can use various channels to get there. Some of many places content resides are: Onsite content
Offsite content
Governance (aka the content ecosystem)Finally, you want to think about the environment in which the content gets created—the governance of content. This includes:
See the template for more in-depth descriptions of all of these elements as well as some of my favorite tools to get them done. Again, take these pieces and use them to create your own template. Each strategy you do will require its own tweaks, but this will give you the leg up to put your own stamp on this emerging field. The storytelling of content strategyMy brand of content strategy, and you'll see this reflected a little in the template, is that a content strategy is a story. For a deeper understanding of this, check out the Mozinar I gave a few weeks ago, The Storytelling of Content Strategy. Basically, I advocate for taking the elements of fiction and using them to get a fresh perspective on a brand's journey toward a goal. Here's how the five elements of a story are also the basis of a content strategy: 1. Brands and customers are heroesA content strategy can either be about a brand's journey to land a customer (useful when a brand is new or has lost its way), or a content strategy can be about a customer's journey and how the brand can help. See the webinar for an example of each. 2. Your current landscape is your ground situationYou can't start a strategy until you know where your hero is coming from. Most of the initial research you do—from stakeholder interviews to content inventories and audits—is to understand the starting point of your strategy. This is where the journey begins. You will be measuring all future success against the understanding you build of this landscape. 3. Goals articulate your central desireYou can't plot a strategy if you don't know what direction the brand wants to grow. Goals should come from the brand itself, but you might find that the brand needs a little coaching. It's helpful if you distinguish overall business goals from content goals. They are related, but there are some goals (e.g. reducing employee turnover) that content plays a much smaller role in achieving. Setting specific goals for your content strategy also lets you get more granular about some goals in which content is the star player (e.g. increasing email open rate). 4. Competitors are antagonistsEven if you're going to write the most TAGFEE content strategy ever, you still need to figure out where your competitors are and how you can learn from their example. And it's important to remember that because of the way search engines work, your business competitors might be different than your SERP competitors. Ideally a content strategy will address both. 5. Plot is strategyAt this point in the story, you know who the players are, what's working and what's not, and have some ideas about how to move forward to achieve those goals. When I write up a strategy, I think about them as though I were plotting a novel. Each tactic or channel is a way to move the brand closer to those goals. What obstacles might they encounter? Who are they competing with in the space? How can they master this tactic or channel? And how can content help them achieve their goals and ride happily off into the sunset? Making a content strategy your ownNow it's time to download that template and see what story your content strategy is trying to tell. Once you're confident in the strategy you're presenting, you'll have the complete attention of every executive in that conference room. And, with any luck, they'll refer you to their friends. I want to learn from you, too. Is there anything you'd include in the template that I haven't covered? Do you have any strategies for success in presenting content strategies or any lessons learned? Please share your ideas and stories in the comments. Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! |
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BrightonSEO 2014 Roundup |  |
| Posted: 21 Sep 2014 01:20 PM PDT BrightonSEO seemed to come back around particularly quickly this month, once again giving the SEOs at White.net a good excuse to get together and go down to Brighton in force. I was lucky enough to attend the speakers'/sponsors' meal at Smokeys with a group of well known faces, from the likes of Moz's Matthew Brown, to International SEO guru Aleyda Solis, and not forgetting BrightonSEO's organiser Kelvin Newman, to name just a few.
Arriving at the dome the following morning to check on the White.net stand, we did a quick scour to seek out the top conference swag – this year I'll have to give credit to Calltracks for the remote controlled helicopters – Well done Alex for the lucky win, this has already provided hours of office flying time!
After previous experience, I decided to stick to the main concert hall this time to avoid fighting for a seat in the smaller conference rooms. First up was Ian Miller, search director of Crafted Media, to talk to us about predicting the future of Google and why it's 'no longer a search company', but rather a data platform. According to data published on comScore Google now has a 68% share of the search market. Many rely on Google as a gateway to the internet, but Google is no longer just a search engine, something that is very apparent when looking at how it has branched out into many other areas by acquiring new companies at a rate of knots (see the list here). Most recently it bought Polar, a start-up business that specialises in social polling, to bolt onto Google+.
It is clear that most of the acquisitions in recent years were with a single goal in mind; to gather people's data in order to further understand what humans want. Ian predicts that we will see Google evolve a lot over the next few years, moving away from simply ranking web pages based on their content and other signals that can be easily influenced, and more towards context, while anticipating your next move to serve you results that are relevant to you and your routines. This is nothing new – I'm sure you've noticed car insurance ads “conventiently” appearing just as you're beginning to think about renewing your policy, or bicycle related ads following you around via Google’s display network after doing a bit of searching around for a new bike. Well, expect to see more of this! But Ian doesn't think Google is evil, rather a helpful side-kick that will provide you with useful tips just as you need them.
All of this means that SEO is no longer just about keyword research and link building. Gone are the days when Google was only interested in finding and indexing pages – Google now wants to understand them. As a result, businesses are going to have to smarten up their online strategies if they want to keep up with this fast-moving search monster. Matt Roberts – Why we all need to study Momentology
Next up was Linkdex's Co-Founder and Chief Strategy Officer Matt Roberts, here to tell us why we all need to study 'momentology'. But "what is momentology?" I hear you ask… It seems that Matt wants us all to move away from thinking of our online marketing efforts as 'SEO', and start referring to it as 'momentology'. I bet he does – Linkdex own the domain momentology.com! But it seems that Matt has also identified the need for contextual thinking in order to influence consumers at the right time, so maybe he's onto something. Matt discussed why we should start optimising the entire search funnel, from discovery, to making a purchase, and not forgetting the after-sale feedback, while putting consumers in the centre of our strategy. He also highlighted that we need to look at the bigger picture and think about all of the pages that our visitors are viewing at each stage in the buying cycle. Content curation is a great way to create content quickly and effectively – sharing, organising and grouping. The 5 types of content curation are:
Aleyda talked about using RSS feeds and alerts to identify the most shared content that is relevant to your industry. Laura's talk was based around a simple yet effective idea – encouraging internal teams to work together in harmony and share resources – particularly PR and marketing teams. Laura highlighted that there’s generally a lot of cross-over between the work carried out in each team, and often a lot of missed opportunities. Integrating your teams will allow members to understand how they can work together and help each other, building good relationships along the way. But first your SEO team will need to gain the trust of the other teams. It's possible that the reputation of your SEO team has been tarnished by bad experiences from a previous agency, so you will need to get them on-board by talking them through how your work can complement theirs, and vis-versa. Better still, put a case study together and show them. The next step is to make them feel included. Next time you're planning a campaign, ask them what their goals and KPIs are and look at ways you can help them to achieve these. Invite them to your meetings and value their input, while helping them to see the value that you can add. If you're still having trouble getting them on board then think about putting a campaign together that you know will get their attention by hitting their KPIs and "dazzle them with success". Share the results and they will soon be ready to jump on the SEO band wagon!
Building links using spammy tactics is still working for some, but this is by no means a future-proofed strategy. Earning links through content may also come with a risk, but not the traditional penalty-inducing risk that would be more familiar to an old school link builder. Rather, it comes with the risk that your efforts could lead to nothing. However, the key to avoiding this is understanding your audience. Using Demographic and Interest Reports in Google Analytics will help you to find out what demographics are actually important (i.e. which ones convert). It's important to speak the same language as your audience as this will help you to engage better with them. There are also some useful (free) tools that can provide you with demographic information. Google's display planner is a good place to start, but other tools such as Similarweb allow you to pull out all sorts of useful data that can help you learn about your audience and their interests. SocialMention can also be useful when looking at which social channels you're being mentioned in, although it can be hard to sort through the irrelevant results to find what you're looking for. A great tool for segmenting your Facebook data is Givememydata.com. This allows you to export the data from your account and reuse it to spot trends and tell a story. Gisele Navarro – 72% of Internet users do not speak English: International outreach
Gisele spoke about another simple but effective concept that shows how many businesses are missing a trick by failing to reach out their existing content to their international audiences.
Gisele spoke about how important it is to provide more than just a translation, but ensure the content is interpreted properly and localised to the correct audience. As with ealier talks, understanding your audience was a key takeaway. If you don't have the resources to have your content translated, try outreaching your English content to foreign media. Be confident – there's not likely to be much competition so you should be ahead of the game. Moz's Matthew Brown flew in from Portland to share his thoughts on rich snippets and what's to come. You've probably started to see some rich snippets disappearing from Google's search results but, as with most updates of this fashion, observing results on Google.com will show the rest of us what we can expect to see in the near future. In this case we are likely to see fewer rich snippets and more semantic mark-up. One of the most utilised rich snippets – review starts, also appears to have been dropped. However, Google is now able to build its own snippets without requiring schema. The Pigeon update gives us another example of the difference between Google US and Google UK. Matthew mentioned how this recent algorithm update has had a huge impact on local results in Google.com, and hinted that the Pigeon would soon be paying a visit to the UK. His advice was for businesses that have multiple brick-and-mortar shops to think carefully about the potential upsets Pigeon could cause.
Matthew also addressed Google's move towards providing us with answers to search queries without even leaving the SERPs. For example, you may have recently used Google to calculate a sum, or the distance between two cities:
These types of results are becoming more and more common, and with the arrival of the 'Google knowledge vault' – an algorithmic upgrade of the knowledge graph, Google is collecting an unfathomable amount of data, with the ability to sort it and understand it, without human editorial involvement. Jan-Willem Bobbink’s talk followed on nicely from Matthew, with further insight into Semantic search. Jan-Willem kicked off with a personal demonstration of how Google uses freebase (acquired by the search engine in 2010) to understand entities, based on their relationships and attributes. In his example, Jan-Willem showed us that how creating his own personal page in Freebase and populating various attributes, he was able to influence details that appear in the knowledge graph when searching for his name.
The ‘Feedback’ button under the knowledge graph box allows users to highlight incorrect details by selecting any of the attributes and submitting details of the error. For example, this entry states that Jan-Willem is 108 years old, so is a good example of some data that needs correcting! However, as Freebase relies on humans to enter the details and get them right, Google has taken things a step further, by creating an algorithm that is capable of ‘automated entity retrieval’. This means that Google can make the connections between entities itself. There are a huge number of databases containing resources that can be used to enrich your own content, so whether your website would benefit from information on geographical locations using ‘Geonames’ – a database containing over 10 million geographical names and 9 million unique features; or your website specialises in types of fish and would like to automatically generate pages pulling in data from Fishbase – a database with information on thousands of species of fish, the content is there for the taking. These databases are free to use (including Google’s FreeBase) and accessible via APIs, so with a bit of coding wizardry, you can soon be pulling in relevant content automatically. You can also add build links by adding your own data, so some good reasons to have a look! Final thoughtsI haven’t managed to cover all points or indeed all of the talks from the concert hall, so please free add anything that really stood out for you using the comments below. The post BrightonSEO 2014 Roundup appeared first on White.net. |
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For a long time, Australians thought of themselves as living on the edge of the Earth, a long haul from markets, from industries and from colleagues.
Today, of course, Australia is precisely in the middle.
That's because the world keeps getting smaller and ideas and connection are the currencies that matter, not atoms or molecules.
Consider this new campaign for really comfortable handmade shoes from Lahore. Lahore as in Pakistan. Handmade leather shoes are a click away, regardless of where they were made, but you might choose these.
There will always be two ends of the market. There's the race to the bottom, based on efficiency at all costs, that says, "we have what they have, but cheaper." The problem with the race to the bottom is that you might win.
The other end is for items that we want, regardless of how far away they come from, because the ideas they embody are worth seeking out.
If you're in the idea business, it doesn't matter where you're from. It matters if we care about the change you're making.
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Mish's Global Economic Trend Analysis |
| Video: The Bizarre Reason Your Health Insurance Plan Was Cancelled Posted: 22 Sep 2014 10:01 PM PDT There are lots of reasons why your health care plan may have been cancelled but this one is arguably the most bizarre. Please play the video or the following discussion will not make much sense. Link if video does not play: Why Your Plan Was Cancelled: Health Insurance and the Affordable Care Act. I am automatically skeptical of such videos and articles. So I did some digging. It appears the video has it right. "De Minimis Variation" PDF page 36 of 40 of Federal Register, Vol. 78, No. 37 / Monday, February 25, 2013 / Rules and Regulations, spells things out nicely. § 156.140 Levels of coverage. (a) General requirement for levels of coverage. AV, calculated as described in § 156.135 of this subpart, and within a de minimis variation as defined in paragraph (c) of this section, determines whether a health plan offers a bronze, silver, gold, or platinum level of coverage. (b) The levels of coverage are: (1) A bronze health plan is a health plan that has an AV of 60 percent. (2) A silver health plan is a health plan that has an AV of 70 percent. (3) A gold health plan is a health plan that has an AV of 80 percent. (4) A platinum health plan is a health plan that has as an AV of 90 percent. (c) De minimis variation. The allowable variation in the AV of a health plan that does not result in a material difference in the true dollar value of the health plan is +- 2 percentage points.Outside of the video, the above obscure government doc was the only place I found an accurate discussion of bronze, silver, gold, and platinum ranges. Since I did not have the term "de minimis variation" in my search, it took me a while to find that doc. As Typically Presented Most sites offer woefully inadequate explanations. For example Medical Mutual accurately defines Actuarial Value (AV) as "the percentage of total spending on Essential Health Benefits (EHBs) that is paid by the health plan," yet, falls woefully short in describing the various metals as follows.
That is what we have come to believe, and similar explanations appear on numerous healthcare sites. Ten percent ranges seem reasonable, but they are against the law. Health Insurance AVs
Range Analysis
Competition Not If for any reason, health care providers do not want to modify pre-existing plans that are just outside the acceptable ranges, their only option under the law is cancellation. The legislation guarantees "If you like your plan you may not be able to keep it." What reason might insurers have to cancel plans? Thanks to ACA, the providers all have captive audiences. They all understand that no other provider can offer a plan in anything but the 16 of the 100 possible ranges. If a plan outside one of the allowed ranges makes a smaller percentage profit than something inside one of the ranges, there is a huge incentive for providers to simply dump the plan. And Obamacare was supposed to increase competition! Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com |
| Bidding Wars Stop; Millennials Leave Their Parents' Basements, But Not For Homes; Pent Up Demand? Posted: 22 Sep 2014 02:25 PM PDT Bidding Wars Stop With cash-paying investors on full retreat, existing home sales dropped 1.8% in August, according to the National Association of Realtors. Lawrence Yun, NAR chief economist says that's a good thing because "first-time buyers have a better chance of purchasing a home now that bidding wars are receding and supply constraints have significantly eased in many parts of the country." While I agree it's a good thing that bidding wars stopped, the fact of the matter is home prices are once again in la-la land, especially for cash-strapped millennials loaded up with student debt, in low-paying jobs. Pent Up Demand? Yun states, "As long as solid job growth continues, wages should eventually pick up to steadily improve purchasing power and help fully release the pent-up demand for buying." There is arguably a pent-up demand for homes by millennials if wages do catch up, but that assumes millennials have the same value-set and attitudes towards debt as their parents. In reality, median wages have not gone up much but home prices have. More importantly, attitudes of millennials are not the same as that of their boomer parents. Millennials Leave Their Parents' Basements, But Not For Homes Fortune reports Millennials Finally Leave Their Parents' Basements. Jed Kolko, chief economist at Trulia, put together this graph, which shows that Millennials are finally moving out of their parents' houses, after years of living at home:Census Data I commend Fortune for linking to the actual data. Few mainstream media articles do. For those who wish to take a closer look: Income and Poverty in the United States: 2013, Issued September 2014. Here are a couple of charts and stats that caught my eye. Real Median Income  Full-Time Employment  Real Medium Income Notes
Attitudes, Wages, Home Prices That data is from 2013, but it's very safe to conclude nothing much changed in 2014. None of the income data is supportive of more household formation. Wages have not kept up with home prices in the key demographic groups. Things are far worse if you factor in attitudes. Attitudes - Fed's Biggest, Most Futile Fight I have been talking about attitudes for years. For example, please consider Please consider Teenagers Scared Over Plight of their Parents; Attitudes - Bernanke's Biggest, Most Futile Fight That 2010 post contains an email from "Nancy Drew" about her daughters, aged 15 and 17 with their friends scared half-to-death about their parents' financial woes. Such memories last a long time. I wrote then and I repeat now ... "Those fretting over base money supply and foolishly screaming hyperinflation (or even inflation), simply do not understand the dynamics of debt deflation, nor do they understand how small the increase in base money is compared to debt that will be written off, nor do they understand the role of changing social attitudes towards spending." Clash of Generations On May 30, 2014 I wrote Clash of Generations - Boomers vs. Millennials: Attitude Change Will Disrupt Wall Street and Corporate America If you haven't read that, please do. And if you have, I suggest it's well worth another look. Pent Up Demand to Sell Yun thinks another housing boom is just around the corner. He talks of a pent-up demand to buy. I suggest there's a pent-up demand to sell for three reasons:
Will millennials be able to plug all of that pent-up selling pressure? I think not. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com |
| Spain Mandates Public Companies "Stop the Bleeding" No More Layoffs Posted: 22 Sep 2014 11:28 AM PDT In a concern over votes, regional government spending is on the rise. In addition, Spain Mandates "Stop the Bleeding" No More Layoffs in Public Companies. "Stop the Bleeding" via translation ... Nine months after the local elections, the government has begun to show signs of needing a push to overcome the electoral polls. The unemployment remains, along with public debt, macroeconomic data that further tarnishes their results. For this reason, some sources claim that the Government has called on companies possessing some control to hire staff or fail to fire.Government Tentacles Here's the essence: Public companies where the Spanish government has tentacles have been ordered "don't fire". By the way, companies that can't fire, won't hire. Of course that does not apply to the government itself. Austerity? Where is it? With government spending going up in 13 of 17 autonomous regions in Spain and with a slowdown in Europe at large, it's quite easy to predict another budget deficit target miss by Spain. IMF Forecasts 19% Unemployment in 2019, Asks Spain to Increase VAT Here's one I missed from July: IMF Improves Forecast for Spain, but Expects Unemployment Rate of 19% in 2019. Also via translation ... According to projections by the institution in the medium term, growth will remain at around 1.5 or 2% and unemployment will drop significantly but at 18.7%Unemployment Spain's unemployment rate is 24.5% according to Eurostat.  The scary thing is the IMF is typically overoptimistic on everything. If Spain actually raises the VAT as the IMF wants, it 99% certain Spain will not hit even the IMF's lowered growth targets. Here's the question of the day: If the IMF is overoptimistic on its 2019 assessment of employment and growth, how long can Spain put up with this? Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com |
| Strange Bedfellows: To Fight ISIS, US Now Supports Iranian Revolutionary Guard, Other Terror Groups Posted: 22 Sep 2014 12:04 AM PDT Strange Bedfellows US Mideast relationships get stranger every day. The US has come to the defense or has given aid to three rather unlikely groups in the past few weeks.
70,000 Kurds Seek Refuge in Turkey The Guardian reports Kurds Flee into Turkey to Escape Isis Offensive More than 70,000 Kurds fled from northern Syria into Turkey at the weekend and tens of thousands more are trying to cross the border as the terror group Islamic State (Isis) intensified its assault on a crucial Kurdish safe haven near the border.Obama's "Moderate Rebels" Sign Deal With ISIS Inquiring minds may also wish to consider Obama's "Moderate Rebels" Sign Deal With ISIS. The supposed "moderate" rebels fighting Syrian dictator Bashar al-Assad — self-styled jihadists whom the Obama administration and Congress plan to supply with even more support under the guise of battling the Islamic State (ISIS) — recently signed a non-aggression pact with ISIS (also known as ISIL), according to reports from human-rights groups and French news agency Agence France-Presse (AFP). Lawmakers on Capitol Hill pointed to the news as yet another reason why supplying U.S. arms and support to Islamic forces to battle Islamic forces was a dangerous idea. The foreign-policy establishment, however, plans to proceed with arming and training jihadists anyway.Hannity Interviews McCain Listen to this confused, embarrassingly tortured response by McCain to Hannity's questions. The best word to describe McCain's performance is "pathetic". McCain Meets Rebels Accused of Kidnapping Flashback May 31, 2013: Oops! Sen. McCain Met Syrian Rebels Accused of Kidnapping. Sen. John McCain (R-Ariz., shown) and his goal of openly intervening in the Syrian conflict on behalf of the foreign-backed rebels — many of whom openly fight under the banner of al-Qaeda — suffered a major setback this week after a public relations stunt backfired in spectacular fashion. Media reports that surfaced Thursday claimed some of the opposition fighters he met and posed for pictures with during a recent trip to Syria were actually extremists. In fact, the radicals are accused of kidnapping Lebanese pilgrims from a village in Aleppo province.Rand Paul vs. McCain McCain fumes Rand Paul did not go to Syria. McCain did, and had his picture taken with extremist kidnappers. Which makes more sense? Strangest of All Bedfellows Arguably the strangest set of bedfellows in this mess is Hillary Clinton and Senator McCain. Both argue we should have armed the "moderates". Questions of the Day
"You Have to Begin Somewhere" Nonetheless, Former Pentagon chief Leon Panetta says Obama should have armed moderate Syrian rebels earlier. "I think the President's concern, and I understand it, was that he had a fear that if we started providing weapons, we wouldn't know where those weapons would wind up," said Panetta, defence secretary when the US pulled out of Iraq in 2011. Warmonger Logic
My Take
Judging from recent US geopolitical stupidity in the Mideast, in Ukraine, and historically everywhere else, there's a high probability things would be even worse now had we done what McCain and Hillary wanted. Just remember ... To make matters worse, you have to begin somewhere. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com |
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