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#umbrella corporation headers
staincastle · 1 year
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⠀⠀⠀★ rina's message is here! resident evil headers
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cannabiscomrade · 3 years
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About the Q slur header thing... Just. Yikes. I just saw someone in the notes of a post criticizing it saying "Well, it wasn't FOR the people who dont call themselves that!" Except like, why would they leave out an entire subgroup of people within the LGBT community who are uncomfortable with the term if it's for pride... It doesn't track.
There comes a point where you have to admit that in some cases, it's pretty clear whoever wrote it was just replacing the acronym with a slur and using it as an umbrella term for everyone in the community, which is exactly what people feared when they begged for others to stop using the Q slur as a catchall for anything LGBT. Why can't y'all just be respectful of people's triggers????
exactly
and furthermore, it’s not the place of a website dev team ran by a corporation to call the tumblr community queer
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unpretty · 5 years
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In your mind, how is Wayne Industries structured?
wow this took like six months and ended up a lot longer than i intended and i’m not even sure if i answered the question you were asking
i am ignoring literally everything from canon because canon says that every single company owned by wayne enterprises is called Wayne Insert-Industry-Name-Here and that’s dumb as all hell and i hate it. also i made the company founding contemporary with famous olde rich people like the rockefellers and whatnot because Old Money. i’ll put dates on some of these but on some of them (like when we’re getting real granular) i just cannot be fucked to bother. let’s also agree that there are a bunch of things that are technically subsidiaries but which are actually the exact same goddamn thing just slightly altered because it’s in a different state or something, which i don’t need to list.
i am assuming for these purposes that wayne enterprises is a privately held conglomerate with control having been ceded to a board of directors during thomas wayne’s tenure as ceo-in-name-mostly as well as while the company was in a trust; the board was subsequently dissolved once bruce was old enough to make that decision. privately held companies aren’t obligated to disclose financials or maintain a board, which is great if you’re planning to be batman and also make a lot of theoretically financially unwise decisions like setting a minimum wage of $15 throughout the organization and implementing a cash profit sharing plan.
anti-trust and monopoly laws aren’t an issue because they’re way too diversified and none of their business units dominate their chosen industry. there are probably conspiracy theories that the reason for the immense diversity of interests is actually to keep different markets competitive and protect other businesses from anti-trust suits, which would be pretty compelling if every wayne from the start weren’t fueled by spite and pettiness.
anyone who wants to has blanket permission to use this for whatever because canon is for suckers but so is figuring out corporate structures yourself
tumblr is probably going to completely fuck the formatting so you might want to read this on my other blog instead
Wayne Enterprises (1864)
Wayne Capital (1864)
Technically speaking Wayne Capital was Wayne Enterprises before they diversified but I didn’t want to clutter up the big header so here we are. Ostensibly started as an investment firm, actually started as a ponzi scheme that went sideways and turned into a legitimate business. There was a war going on, things were confusing, people were dying or else just skipping town because it seemed like a good time for that kind of thing. Next thing you know you’ve got a lot of extra cash and you’re actually making a decent amount of interest on that small loan you made to that guy with the boat. One thing leads to another and now you’re a shipping tycoon who also owns some banks. These things happen.
Wayne Capital Bank (1865)
It’s a bank, you know what a bank is.
Coinsure (2006)
Bruce hangs out with a lot of pornstars who have a lot to say about how PayPal sucks and also isn’t regulated at all because they’re not technically a bank even though they hold your money so what the fuck.
Created as a secure payment processor originally only usable by members of their bank but it eventually expanded outward.
Coinsure: Unlike Some People We Could Name, We’re Regulated Like A Bank, Because We Are One
Eventually expanded into allowing user profiles, donations, recurring donations, and crowdfunding.
Does not yet offer a platform for posting exclusive content so in that regard it doesn’t quite suit as a Patreon or Kickstarter alternative but they’re debating adding those kinds of functionality.
Totally works as a Ko-Fi or GoFundMe alternative tho.
Arkenity Financial (1947)
Large-scale industrial loans in particular are handled under this banner.
Coine Realty (merger 1982)
They bought Cobblepot Real Estate Services for cheap when the parent company was having financial trouble and then merged it with existing real estate services that were previously part of Wayne Capital.
Previously Cobblepot Real Estate Services actually just owned a lot of property for slumlording purposes.
Guess who’s still bitter.
Wakewater Insurance Services (1885)
No one wants to insure my boats? Fuck this, I’ll insure my own goddamn boats, is what I’ll do. Does anyone else want in on this? Okay, cool.
Property and other insurances through Wakewater are some of the only policies to fully cover acts of supervillainy and/or heroism.
This division bleeds cash under Bruce but who cares.
Wakewater Life Insurance Company (1885)
Fuck this, I’ll insure my own goddamn self.
Wakewater Health (1983)
The fact that they didn’t have this until Thomas was in charge is depressing, I think we can all agree.
Thomas was in charge so all their plans are extremely generous.
Wakewater Mutual Automobile Insurance Company (1931)
Fuck this, I’ll insure my own goddamn cars.
Wakewater Home and Renters Insurance Company (1908)
Renters got added later, probably when Gotham got more apartments.
Tropos Energy (Formerly Wayne Oil and Gas, 1896)
When they were planning to change the name of this division, Thomas Wayne lobbied for Waynergy, and would have given up fairly quickly if someone had not pointed out that this sounded too much like Weinergy. Thomas insisted on referring to this branch of the company as ‘Weinergy’ for the remainder of his life, and no one could stop him, because he owned it. Imagine working your whole life to become one of the top energy researchers in the world just to have the guy who owns your whole company, a philanthropic brain surgeon, introduce you as ‘one of the Weiner Boys from over at Weinergy’.
Nor'easter Co (merger 2009)
Wind energy tech
Did they buy the company just because Bruce liked the name better than the old one? No one is sure.
Gotham Solar (1987)
Associating Gotham with the sun in any capacity is hilarious.
If It Works In Gotham It’s Gotta Be Good (unofficial motto)
Great Lakes HydroElectric (1904)
It’s two years younger than the hydroelectric plant near my house because I said so.
Galactomics (1954)
Nuclear power plants
This name seemed like a really good idea in the 50s.
Galactomics Lifestyle (2004)
Furniture and decor
There was a huge market for their secondhand custom kitschy office furniture so they rolled with it and made a furniture division.
Most people are not aware that they also run nuclear power plants.
GaleTek (Formerly Wayne Rail Company, 1871)
They were the Wayne Rail Company, and then the Gotham Rail Company, and then Gotham Land and Sea, then GLS which they pretended didn’t stand for anything or possibly stood for a variety of charming slogans, then they merged with about three different aviation companies to swallow them into their aviation division and the combined name they came up with was GaleTek. Welcome to corporate naming conventions, it’s a goddamn nightmare.
Hart Aviation (1927)
They used to have a lot of defense contracts but that all went down the tubes in the 80s because Bruce’s parents weren’t down with that. Now they just make cool shit for commercial use.
They also make zeppelins because it’s a comic book, someone has to make the fucking zeppelins and it might as well be Batman.
Gotham Rail Company (1871)
They’re actually a railroad so they got to keep the original name.
Well, sir, there’s nothing on Earth like a genuine, bona fide, electrified, six-car monorail.
Superior Freighters Inc. (1874)
I’m on a boat.
They’re classified as ships but generally lake freighters are referred to as boats, that’s a fun fact, enjoy.
Wayne Motors (1914)
Founded because one of Bruce’s ancestors really hated Henry Ford. You’d think it would be because of the unabashed antisemitism but it was actually the pacifism. In an ocean of good reasons to hate Henry Ford he found the bad one.
These were almost all notoriously-shitty also-ran semi-bootlegs until the turn of the century.
They also made racecars but those weren’t available for retail sale so the good racecars weren’t enough to offset the reputation of the horrible cars people could actually buy.
The racecars were good because Bruce’s great-grandpa had a liquor-smuggling operation.
Fox finally had the bright idea to just get weird with it so they brought back really old models of car with the exact same body but with electric engines. They’re extremely popular.
They have a contract with the city of Gotham to produce really nice city buses at a loss.
Gotham City Broadcasting Network Company (acquired 1972)
Patrick Wayne bought a broadcasting company just so they’d stop talking about Watergate. He was a big Nixon fan. The networks have gotten better since then. Thomas Wayne set a lot of strict advertising guidelines that continue to this day. It’s become an umbrella for Wayne Enterprise’s entire entertainment division, which is a bitch to map out because entertainment companies are structural nightmares. I did this to myself but I’m still mad about it.
Birch & White Publications (acquired 1953)
Acquired before the rest of the entertainment division because they didn’t originally have an entertainment division, just this one shitty book publisher.
Founded in 1866 by what was probably a secret gay couple who liked magazines about men being manly and fighting weasels, or whatever it is men did in 1866. I’m imagining the homoerotic covers on these magazines and they’re great. Do you think they were former cowboys? I’m going to say they were former cowboys.
I just looked it up and Patrick’s dad was named Kenneth. Kenneth Wayne. I can’t believe this. Anyway he was really into these books as a kid so when the publisher started going defunct he just straight-up bought it.
Birch & White owned shares of GCBN as part of their deal with the radio station to produce radio shows of their more popular characters, which was why patrick bought this one instead of NBC probably.
These days they publish all sorts of stuff but they also republish their huge backlog of old weird shit. Also they brought back the pulp magazine and the homoerotic covers. I’m going to say that was Thomas. He insisted.
GCBN (1931)
If you think I’m listing individual national network affiliates you can go straight to hell.
GCBN News
GCBN.com
TheGackbin.com
They use this one for entertainment news.
Did they name their website after what Thomas insisted on calling the main network? Yes.
“Can’t we put it in the Gackbin or something?” - Thomas Wayne, to the board of directors that actually runs his company for him, about a show that he wants to watch that doesn’t exist yet.
Sure, Tommy, we’ll get right on that.
The joke’s on them, Dog Surgeon had an enormously popular primetime run.
The dog surgeon had a dogtorate.
GCBN Sports
GCBN Radio (1931)
The original and still the champion
GothamRadio.com (2003)
They spotlight a lot of local and indie bands, it’s pretty great actually.
Gotham Television Company (1986)
This is all the cable channels. There’s a lot of them.
Clue TV (1986)
We’ve got your Columbo, your Poirot, your… other things. Also a lot of Forensic Files-esque true crime.
Martha loved true crime but hated reenactments and victim-blaming and bad science. So she didn’t actually like most true crime. Then she married a billionaire!
This was basically The Martha Wayne Background Noise Channel.
Now it’s The Bruce Wayne Background Noise Channel.
FunnyBones (1986)
It’s comedy but also shlocky b-movie science fiction and horror.
Experimented briefly with a Z instead of an S and everyone hated it.
In this universe they picked up MST3K because I said so and no one can stop me.
Civil History (2003)
A history channel that focuses on civil rights instead of wars and aliens and war with aliens.
Curiousities (1989)
Science news but also informative documentaries.
Bubbly (1986)
It’s a soap opera channel and lemme tell ya they’ve got some weird ones.
They import soaps and dramas from around the world but their original content is notorious for the depth of the lore. Why is there so much lore.
Rolling Stone (1992)
They gave Rolling Stone a channel because why the fuck not.
Really good political news coverage, actually.
Vaudevision (founded 1914, acquired 2003)
Pretty comparable to RKO except it lived. You can probably guess their schtick.
Vaudevision Animation (1941)
The weird cartoons that they only show on cartoon network at 2am probably.
VVA Classics (2001)
Old-ass Vaudevision cartoons on perpetual reruns
Vaudevision Home Network (1983)
Pretty standard movie channel.
Vodevista (1995)
Spanish language television.
Kale Studios (2017)
World of Kale from Kale Studios, brought to you by Vaudevision.
Bruce debated over whether this would be more of a tech/software company or an entertainment company and decided on entertainment. They’re not here for revolutionary gameplay. They’re here for artistically rendered kale.
Also “brought to you by Vaudevision” rendered across the bottom of a video game loading screen was too funny to pass up so here we are.
Northern Hospitality (acquired 1936)
I’m starting to lose steam, here. Figuring out GCBN was exhausting. Why did I do this to myself. Anyway Wayne Enterprises owns some hotels because reasons.
Red Oak Hotels (1936)
Pretty nice hotels, lots of conference centers.
Art Deco as a motherfucker and they will never update their aesthetic, ever.
They keep stained glass artisans across the country in business.
Lakeshore Motel (1962)
So skeevy
Can’t argue with the prices tho
Efforts have been made to get them less skeevy but they’ve still got a pretty skeevy vibe.
Amberview Hotels (acquired 2005)
Midrange hotels, extraordinarily generic.
Bruce bought these just to put another layer of separation between himself and the inns he wanted to open because the Lakeshore Motels were too skeevy.
Amberview Inn (2006)
Cheap like a motel with hourly rates but actually about as nice as the hotels.
Cops keep trying to set up stings because of the reputation as a favorite for sex workers but they have very good lawyers telling them to fuck off.
They hire a lot of women with large gaps in their employment history.
Grand Lighthouse Resort (1906, acquired 1940)
It’s on its own island. Maximum fanciness.
They replaced the golf course with a small farm in the 90s and now all the fancy food is grown on their fancy farm.
Wayne Health (1908)
So many supervillains used to work under the Wayne Health umbrella. Mostly because when people do evil shit they get fired. It’s not supervillainy if you’re gainfully employed doing it. If you’re unemployed and experimenting on animal brains, you have a problem.
Wayne Health (1908)
Originally Wayne Ray Tech. They made X-Rays. The name was meant to imply that they had other, even better rays. It was 1908. It seemed plausible.
Started making centrifuges and pH meters in the 30s, then expanded into spectrophotometers… why am I telling you specific devices? They gradually added more and more lab and medical technologies, that’s good enough.
Anyone who tries to make anything brain-related gets the side-eye these days. They’ve been burned too many times before.
“And it’s definitely not supposed to be used to read or control minds?” any engineer working on a brain-related project will be asked, repeatedly, forever.
Wayne Care Network (1966)
Patrick bought some hospitals. I don’t know why. Why does anyone do anything? Why am I doing this? The world is filled with mysteries. They probably own a lot of hospitals and clinics that I don’t feel like exploring.
Gotham Central Hospital System (1966)
Patrick probably wanted special treatment at the hospital. Maybe a doctor tried to start shit. Honestly that would explain a lot about why Thomas became a doctor.
St. Rita’s Hospital (1984)
Thomas Wayne’s baby and where he did most of his work as a surgeon. Ask him about the guy with the brain maggots! Just kidding, you don’t have to ask. He tells everyone that story. He’s great at parties.
ChemiCare (1975)
Pharmaceutical development.
Pretty standard pharma company until Thomas got his hands on it. Insulin! Insulin for everyone! They’re practically giving it away!
I’m making myself sad so let’s move on.
Asclepius Digital (2006)
Health software, digitization of file systems, etc
It’s boring but vital, okay?
Gotham Department Stores, Inc. (1898)
Owning a department store: all the cool tycoons are doing it. Right? Right. Started as Wayne Co, eventually diversified and Wayne Co became a subsidiary of a larger company.
Wayne Co. (1898)
Started specifically to get in on the whole 'mail order catalog’ craze.
Even more specifically, the ones full of snake oil. Just, pages and pages of horseshit potions and elixirs.
We wrapped this tapeworm in some cocaine for ultimate weight loss! Order today!
They also sold other things, eventually. But mostly weird bottles of nonsense.
Actually did a lot better in the Great Depression when they sold cheap shit by mail, only some of which still had tapeworms and cocaine in it.
These days it’s very Sharper Image. Lots of toys and airplane catalogs.
Gotham Department Store (1916)
What if we sold things in stores? Wacky idea, I know.
They didn’t stick with the Wayne Co. name because Wayne Co. had… a reputation. On account of all the coked-up tapeworms.
They tried to go for a high fashion demographic, which worked out for about ten years and then went all to hell for another ten years.
Spent many years as the store Grandma would take you to for back-to-school clothes shopping.
Saw a resurgence in the modern day with the advent of such exclusive product lines as the infamous “It Has Pockets” line of women’s fashion.
Green Market (1995)
Thomas to his board of directors: “What if we opened a grocery store that sold nothing but food produced ethically enough and of high enough quality that I would be willing to buy it for my family?”
“Mr. Wayne are you asking this just because you’re sick of not being able to make impulse food purchases while shopping”
Thomas Wayne fingerguns aggressively while backing out of the boardroom.
They really need to work on their marketing because everyone assumes it’s all pricey organic stuff instead of reasonably-priced locally-sourced products.
SuperModern Foods Company (1962)
This name seemed like a good idea in the 60s. I was going to list all the things here but have you ever looked at what Nestle owns? Or Unilever? You think I’m making a list like that? No. Fuck that. They probably used to own a lot more companies and then got rid of a bunch of them because they sucked.
Space Cakes (1962)
They should have changed the name but they didn’t and they get bought by a lot of confused stoners.
A fixture at Gotham gas stations.
Havermann Dairy (acquired 1967)
Space Cakes had a disagreement with a dairy supplier so they bought them. As one does.
Alberici Meats (acquired 1974)
They had to do something with all the extra cows.
Tucker’s Old-Fashioned Soda (acquired 2015)
“Why did Bruce Wayne acquire an obscure small-town Kansas soda company?”
“Who can possibly understand the whims of the idle rich,” says local reporter.
Saraniti Pickles (acquired 2017)
Walmart nearly destroyed their perfectly-acceptable business with shady practices.
Spite: A Valid Way To Run A Business Since 1864
GRC (1924)
I have put off finishing this for like two months because I was so deeply disinterested in figuring out the technology subsidiary, but now I’m putting off finishing something else so here we are. Originally the Gotham Radio Company, now it’s just GRC because video killed the radio star and also they mostly make weird shit that isn’t radios. In close competition with Wayne Health to see whose former employees are most likely to become supervillains.
GRC (1924)
Technically speaking they still make radios and turntables and whatnot, but mostly it’s, like. Cables. Circuit boards. The kind of shit that only gets used by other companies and also people who have to make a road trip to Fry’s because all the other stores just sell phones now. Have you ever tried to replace a fucked-up molex connector without having to order something online? It’s hell. They stock GRC products in a special section of the Gotham Department Store, I decided this just now while thinking about molex connectors and getting mad.
Did you know RCA’s vacuum tubes were called Radiotron?? Why are all the names for things so shitty now when we used to name things stuff like Radiotron. This has nothing to do with anything, except I guess for the fact that GRC probably still manufactures weird vacuum tubes that would otherwise be impossible to find.
GRC is a godsend for vintage radio enthusiasts.
Maelstromatic (1929)
I’m not saying they picked their name based on the fact that a maelstrom is theoretically a more powerful whirlpool but also that’s exactly what I’m saying.
These appliances will fuck you up and that’s a guarantee.
They’re safe now but for a long time they had a reputation of being extremely powerful and dangerous.
“If you forgot to empty your pockets the Maelstromatic washer would turn all your bills blank… those were the days.”
Old people complain about how the new energy-efficient Maelstromatic appliances just aren’t as good as the ones that would trip the breaker most of the time and regularly burn their clothes.
GRC Labs (1938)
Someone’s gotta make that weird shit!! This universe has superior grappling hook technology and they have GRC Labs to thank. I’m gonna say it was developed for the military to infiltrate Nazi castles? That seems plausible. They had a scientist thinking outside the box, and inside the grappling hook.
So many supervillains…
They’re on such high alert now but it’s really hard to tell a mad scientist from a regular scientist. You’d think it would be obvious but the guy who’s obsessed with jetpacks is just a regular ol’ nerd. He monologues about jetpacks on the reg but he’s never tried to rob a bank or become a jetpack cyborg. He just loves jetpacks. Meanwhile that guy with the robot cat for the elderly nearly killed like thirty people. Shit’s unpredictable.
Computronic Machines (1965)
It was the sixties and everyone was making computers.
The Computronic Program-o-Mat was deeply unpopular despite having what was clearly a better name than any other home computer ever made.
Nerds these days lust after original Program-o-Mat cases to put new computers inside them and then make them run Doom.
They make decent consumer tech now. Desktops, laptops, phones. Boring stuff.
Computronic Machine Programs (1972)
They made decent niche technical software and that kept the whole division afloat quite frankly.
Contemporarily they produce a lot of security software and apps, and have even released specialized forks of certain operating systems.
These days the most well-known software to come out of this division is CB Chat, a hyper-secure and super-encrypted chat program because Bruce wanted one. It is popularly assumed that this was because he did not trust Snapchat with his nudes. He has never disputed this.
They will never change their name. Never.
Telelectroscope (2003)
Internet and cable service provider.
Keeps getting sued by other ISPs for making their prices so low. It’s not fair!! They’re trying to put us out of business!! Wah!!!
This was pretty much the first thing Bruce did when he became CEO because his internet at the mansion was garbage and he was mad about it.
Spite: A Valid Way To Run A Business Since 1864
… i can’t think of anything else to add to this list. am i… am i done? am i free?
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dumbinvaderzimaus · 4 years
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Alright, the fanart contest has been decided!
I picked five of my fav AU’s/ crossovers and used a number generator to pick the prompt for the contest;
“ AU where Dib gets tired of his dads pressuring to do real science and gives in. He starts messing around with bioengineering viruses and hybrid animals and ends up starting his own company under the name ‘Umbrella Corporation’.”
As for the prize, I’ve decided that the winning art is going to be the new header for the blog so everyone can see it ;)
If you want to participate submit your art with this tag; #dumb au fanart contest
You can submit as many artworks as you want, but none of them are being published until the end of the contest.
Participation is totally optional, but I would love to see whatever sweet art y’all come up with!
The contest ends in two weeks, have fun!
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michaelandy101-blog · 3 years
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A Step-by-Step Technique for B2B Pillar Pages
New Post has been published on http://tiptopreview.com/a-step-by-step-strategy-for-b2b-pillar-pages/
A Step-by-Step Technique for B2B Pillar Pages
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The writer’s views are solely his or her personal (excluding the unlikely occasion of hypnosis) and should not all the time mirror the views of Moz.
B2B corporations are actually centered on the center of the gross sales funnel. They have nice e-books, a lot of good knowledge printed, however they have a tendency to neglect the top-of-the-funnel content material. That kind of content material is definitely essential to B2B success, because it permits your potential clients to be taught extra about your model. 
An effective way for B2B corporations to fill this hole is by creating pillar pages. To assist get you began, in immediately’s Whiteboard Friday, visitor host Carly Schoonhoven of Obility walks you thru a easy technique for using pillar pages in your web site. Take pleasure in! 
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Click on on the whiteboard picture above to open a bigger model in a brand new tab!
Video Transcription
Good day and welcome to a different version of Whiteboard Friday. My identify is Carly Schoonhoven, and I am a senior search engine marketing supervisor right here at Obility. We’re a digital marketing company centered on B2B in stunning Portland, Oregon.
Now one of many largest struggles I discover that B2B corporations have, when engaged on a content material technique, is easy methods to create content material that is capable of successfully rank for these top-of-funnel, increased search quantity, extra conversational queries. Numerous instances B2B corporations are actually centered on mid-funnel. They have nice e-books, a lot of good knowledge content material, however they have a tendency to neglect the top-of-the-funnel content material.
Nevertheless, that kind of content material is so necessary as a result of it permits in your potential clients to carry out self-discovery and actually be taught extra about your model, be taught extra concerning the trade you are in earlier than they’re able to take a extra significant step, like filling out a kind or requesting a demo. So one nice content material technique for a B2B firm is making a pillar web page.
What are pillar pages? 
Pillar pages, you might need heard them known as hub and spoke content material or umbrella content material, however no matter you wish to name it, it is basically the identical factor. So the concept is that you simply begin together with your pillar web page. So that is one massive piece of content material that is actually optimized for one very broad subject that is actually related to your enterprise.
Then it internally hyperlinks out to your cluster pages, that are focused at these longer tail, secondary key phrases and actually well-optimized to reply the questions that your clients could have. It is so necessary that you simply’re linking again from the cluster pages to the pillar web page and from the pillar web page out to your clusters.
Once more, this has a number of advantages. One which your clients are capable of navigate to this content material and get their questions answered themselves. Then, on the identical time, it is nice for search engine marketing as a result of it is really easy for Google to inform what this content material is about because it’s all internally linked to one another and it is all centered on one particular subject. So if this feels like one thing for you, I will stroll you thru step-by-step easy methods to go about making a pillar content material technique.
1. Choose a subject
So Step 1, in fact, is it’s important to choose a subject. So there are a pair belongings you need to bear in mind if you’re doing this, one in all which is that you really want it to be broad however not too broad. So clearly it needs to be considerably broad since you want to have the ability to discover sufficient secondary key phrases that even have search quantity that it is price your time placing the work in.
But when it is too broad, it should be actually tough to create one piece of content material that covers every thing it’s essential cowl on this content material. So, for instance, a pillar web page about search engine marketing as a complete, that may be somewhat bit too broad. There’s lots of stuff you are going to must cowl, and it should be actually tough to rank for lots of these key phrases. However one thing like search engine marketing content material technique, that is somewhat bit extra centered, there’s nonetheless lots of potential there.
You may speak about ideating content material for B2B. You may speak about on-site optimization. So one thing that’s undoubtedly broad, has a lot of key phrases, however not so broad you are biting off greater than you may chew. 
2. Key phrase analysis
So talking of key phrases, clearly it’s important to do key phrase analysis. That is search engine marketing.
It is so necessary. So you can begin with that one subject, however then you really want to broaden your record of key phrases to search out all of these secondary key phrases that you simply wish to embrace. Moz’s Key phrase Explorer is a superb instrument for this since you’re capable of put in your subject after which it can generate all of these associated key phrases for you, together with issues like search quantity and key phrase problem. I additionally love that you may filter down to only the key phrases which can be questions, as a result of once more it is so necessary to just remember to’re answering your potential clients’ questions in your content material. 
three. Take a look at your present content material
So you have obtained your record, you have obtained your key phrases, however do not forget to have a look at your present content material as nicely. So you are going to be placing lots of work in. Discover methods it can save you your self time. Possibly you may have some content material buried in your weblog or buried in your useful resource part that you may repurpose and embrace as a part of this technique. Positively be sure you’re not neglecting content material that you have already got. 
four. Plan URL construction
Up subsequent, planning your construction. So you are going to be creating an ideal new piece of content material. You’ll want to know the place you are going to put it. You may simply hyperlink to it in your high navigation, or perhaps you simply wish to characteristic it in your sources part. However one factor to bear in mind is that you simply wish to be sure that your cluster pages are in a subfolder of your pillar web page.
5. Begin writing (clusters first)
All proper, Step 5, begin writing. You truly get to begin placing these items collectively. So finally, what would you like them to appear to be? Now ideally, in your major pillar web page, what you need is to have type of simply an introductory part speaking concerning the subject space as a complete, however actually this web page serves as that hub that hyperlinks out to all your different secondary pages.
So that you wish to make it very easy to navigate. You wish to be sure you’re together with a lot of mid-funnel CTAs inside that content material, as a result of finally that is that hub piece of content material the place everybody goes to navigate to from these cluster pages. So begin together with your intro after which have a pleasant desk of contents after which somewhat header for every of your cluster pages with somewhat little bit of a abstract, however then that finally hyperlinks out to these cluster pages so that somebody can go to that web page in the event that they actually wish to be taught extra and get extra in depth into that subject.
So far as your cluster pages, that is the place you actually wish to get in depth, spend lots of time placing your content material collectively and be sure you’re masking it. I believe that the question-and-answer format is a very good method for such a content material as a result of it actually helps you optimize for featured snippets or for the individuals additionally ask characteristic. So that you wish to just remember to’re placing your query within the header, after which summarize the reply to that query in about 40 to 50 phrases should you’re optimizing for a snippet.
6. Promotion
All proper. Quantity 6 is promotion. So you have created your content material. You’ve got discovered the place to place it. You’ve got printed it. You probably did all of this work. You wish to make certain individuals see it.
So put it on the market internally. Ensure you’re sharing it in your social media. Share it together with your workforce. However then additionally flex your hyperlink constructing expertise and attain out to anybody in your trade who you assume would profit from this content material or be keen to share it as nicely. 
7. Measure every thing
Quantity 7 is measure. So, in fact, you set all this work in and also you wish to see how does it do. Did it carry out nicely?
So you could have your record of key phrases, so use Moz to trace your key phrase rankings. Have a look to see if there are new key phrases you were not anticipating to rank for. Clearly, key phrases are tremendous necessary. Additionally, have a look at Google Analytics. Try your touchdown web page report. Are you getting natural site visitors? Are individuals truly changing?
See what you may be taught from that, if it’s essential make tweaks, swap out your CTAs. Simply be sure you’re measuring and you do not let this content material go to waste. You are bringing on this new site visitors. Ensure you’re changing these individuals. 
eight. Repeat
Step eight, repeat. So upon getting the method down, do it once more. Discover different matters which can be actually related to your trade you may create a pillar web page about.
If you do, inform me about it. I actually hope that this was useful for you, and I hope you go on the market and create some pillar content material. So thanks a lot.
Video transcription by Speechpad.com
 Tweet your questions and feedback about pillar pages utilizing #MozBlog!
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writerspink · 7 years
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Basic Topics
Food
cook bread cake pie noodles pasta eggs meat milk cheese oil chocolate chips cookies crackers treats snacks muffin rolls biscuit cupcake brownies bagel biscotti French fries sandwich hamburger salad meatloaf breakfast lunch super dinner snack fruit juice soda pop tea coffee wine beer
Outdoors
snow rain wind sunny cloudy tornado hurricane hail ice freeze thaw hot cold earthquake sand mud dirt dust mountain river lake sea ocean valley plain field park sidewalk fresh air camping campfire barbecue picnick
Animals
cow donkey horse rabbit dragonfly deer squid kangaroo bear wolf chipmunk squirrel dog fox cat pheasant brontosaurus mouse eagle clam parrot crow duck cricket swan housefly pterodactyl goose chicken oyster turkey sheep goat hummingbird raptor owl eel hornet zebra bird mosquito whale cougar shrimp elephant lion bee pigeon gazelle cheetah hippopotamus fish tiger gecko grasshopper rhinoceros walrus octopus otter spider jellyfish penguin falcon snake rat crab leopard T-Rex dolphin orca lizard shark hawk giraffe dinosaur starfish snail
Clothes
hat gloves scarf coat trench coat rain coat umbrella shirt pants shorts underwear vest sweater sweat shirt sweat pants sweat suit jogging suit boots shoes sandles slippers swimming suit suit dress skirt blouse hood hoodie fedora flat cap fedora polo shirt dress shirt T-shirt tank top muscle shirt blazer tuxedo cufflinks necklace bracelet earring
Home
house garage workshop window door screen wall floor ceiling kitchen bathroom living room bedroom window door garbage trash can clean wash rinse mob broom washcloth sink shower bath soap toilet toothbrush towel curtain bed blanket pillow bed sheets table chair bench knife fork spoon plate cup bowl water glass bottle cutting board rolling pin toaster blender stove oven fry pan wok pot kettle baking sheet crock pot coffee maker dish washer refrigerator freezer cellar pantry cupboard counter top cabinet closet toybox chest wardrobe vanity coat rack stand sofa couch love seat coffee table footstool ottoman recliner
Office & School
desk computer phone tablet printer clock watch memo note pencil pen ink eraser glue paper clip stapler rubber band sharpen dull shavings shred ruler protractor compass classroom pencil holder calendar pin board thumb tack desk lamp board room whiteboard blackboard conference table manager supervisor teacher principal team & teammates classmates employee student project assignment study work learn correct edit fix repair update upgrade install enroll graduate finish late on time communicate network energy electricity announcement speakers PA system (public announcement) public private corporation company school district industrial park factory building commerce money market
Roads
car truck motorcycle semi truck pickup truck sport car sedan coup scooter dirt bike bicycle BMX bike skates skateboard helmet seat belt air bag crash collision fender bender ticket parking lot speed limit lane highway onramp expressway freeway toll road bridge overpass underpass train tracks railroad train station bus stop yield distance limousine chauffeur driver taxi tour guide travel
Farm & Garden
barn tractor trailer crops harvest irrigation pesticide herbicide weed-killer fertilizer lawn mower bumper crop hay loft straw alfalfa pasture horse fence gate work gloves planting watering weeding trimming trowel plow hoe rake shovel pruning shears hedge trimmer watering can hose hose butler hose reel hose trolley spigot nozzle sprinkler turret sprinkler spray gun rain barrel rain gauge wood chips seeds blossom pollen silo grainery grain elevator cheesecloth cheese curd dairy butcher cellar canned vegetables frost dew perennial annual tulip bulb rose garden walled garden shrubbery
Sports
baseball basketball football soccer lacrosse golf tennis badminton swimming hockey bat glove mitt hoop basket net goal cleats shin guards pads jersey baseball cap court racket pool referee coach team manager stadium arena referee guard forward pitcher catcher offense defense goalie umpire puck penalty disc frisbee quarterback fowl pitch tee-off green rough course field flag boundary out of bounds clock period inning half quarter round match set play (a football play) line sponsor spectator stands bleachers nose-bleed section admission season playoffs tickets finals halftime
Music
piano clarinet oboe bassoon saxophone French horn trumpet trombone tuba flute percussion drum snare tympani bell chimes harp synthesizer instrument sampling director symphony orchestra band marching band parade color guard cadence harmony melody counter melody solo duet quartet march concerto composer tempo beat dynamics volume drum major field commander captain genre jazz blues pop rock n’ roll big band dixieland waltz tango alternative boogie woogie ragtime classical baroque romance medieval pentatonic scale Major minor harmonic
Cyberspace
computer monitor tablet stylus writing tablet touchscreen smartphone mouse keyboard battery power cord cable display desktop wallpaper firmware software application (app) app store runtime environment operating system kernel motherboard integrated circuit transistor processor processor core central processing unit (CPU) graphics processing unit (GPU) random access memory (RAM) read only memory (ROM) user account website profile page Internet web page homepage dependency software stack markup language scripting language cascading style sheet (CSS) hypertext markup language (HTML) database structured query language (SQL) universal resource identifier (URI) (https://write.pink/vocab) universal resource locator (URL) (https://write.pink) web address texting global positioning system (GPS) geolocation temp file directory structure file system email web application blog (weblog) content management system (CMS) human resource management (HRM) customer relations management (CRM) enterprise resource planning (ERP) personal information management (PIM) words per minute (WPM) social media multimedia terminal command line console client server client side language server side language legacy version version history product road map scope creep bug report feature request install update upgrade beta security malware virus spyware cookie meta data content menu navigation heading header footer article post tag search engine web crawler contacts share embed log error message runlevel priority foreground background radio select checkbox dropdown select text field encrypt certificate session web browser desktop application email client
Hospitality
reservation checkin checkout key deposit hotel motel hostel resort bead & breakfast cruise ship country club waiter waitress server maître d’hôtel concierge host butler bus boy bell hop kitchen crew dish crew chef assistant menu chef’s surprise soup of the day cup of joe appetizer soup & salad main course side dish dessert bread basket pitcher order make ticket make line make table make time delivery time serving tray goblet water glass pilsner glass martini glass shot glass wine glass soda fountain on tap deli deli cut tip / gratuity buffet all you can eat take out doggy bag delivery refill silverware napkin place setting cost per plate guest linens dining room floor bedding double bed queen size bed king size bed twin beds room service wake up call bar bar stool high boy bartender barista clerk open shop close shop “we’re all out” first in first out first in last out last in first out cost of sales five star three star
Travel
navigation driving directions baggage luggage carry-on hand-baggage check in checked baggage baggage claim ticket pass boarding pass departure arrival departure time travel time arrival time estimated time of departure (ETD) estimated time of arrival (ETA) delay on time commute journey embark boarding disembark boarding gate departure gate time table service counter first class business class economy class premium economy frequent flier membership card priority boarding priority seating lounge pass call button flotation device evacuation instructions bulkhead cabin wings air pressure altitude tunnel crash landing splash landing touchdown splashdown turbulence in-flight meal in-flight entertainment airplane mode stow dinner tray reading lamp climate control overhead compartment seat number isle seat window seat dining car sleeper car truck stop weigh station fuel station gas station petrol station passengers crew captain pilot copilot navigator conductor flight attendant helm deck terminal dock ferry plane ship airline cruise ship train bus subway space shuttle transporter beam flying saucer teleportation warp drive hyperdrive hyperspace supersonic lightspeed nautical mile time zone
Dinning Out
Dress
“dressy” festive casual jeans and tie dress pants and tie suit and tie three piece suit dress shirt nice shirt nice T shirt old shirt old T shirt jeans nice jeans rockstar jeans stone washed jeans blazer vest dress short nice shorts jean shorts skirt blouse dress high heels dress shoes slippers loafers sandals sneakers casual shoes [sport] shoes wingtip shoes
Menu
orange soda grape soda red soda cola Dr. Pepper lemon lime root beer ginger ale cream soda bread basket sub sandwich fruit platter cole slaw burrito taco nachos melon lemonade snacks popcorn hot dog chips
Camping
camper trailer mobile home campfire fire pit firewood kindling starter fluid charcoal coals ashes marshmallow s’mores graham crackers hot dog roast hot dog bun condiments relish ketchup mustard paper plate disposable silverware tin foil dinner wrap foil wrapped dinner grill barbecue cookout roasting stick campground toiletries bath house dump station park service park ranger national park state park county park city park recreation off road vehicle recreational vehicle speed boat water skiing wake boarding beach sand dune mountain climbing hiking walking stick mosquito net insect repellent tent tarp AstroTurf picnic table lawn chairs lantern kerosene sing-along
Construction
scaffold nails hammer sledgehammer jackhammer allen wrench screws screwdriver torques head Phillips head straight edge concrete flexcrete cement mortar bricks foundation chimbney threshold partition fire escape story loft lean-to foundation basement construction crew construction site building code building permit detour road construction earth moving equipment shovel rake bulldozer backhoe dumptruck studds drywall log cabin blueprints I-beam welding molding trim work framing carpeting tiling tile floor grout trowel hardhat work gloves safety glasses safety goggles face mask plaster paintbrush pain roller paint can paint can opener paint thinner wallpaper window frame door frame hinge deadbolt lock electric outlet breaker switch breaker box fuse box pluming faucet pipe drain septic tank septic system drain field landscaping survey crew land surveying acre shelf awning tarp fence rebar power grid power lines power transformer electrical pole wiring linoleum formica veneer lumber particle board plywood sandpaper palm sander belt sander saw horse table saw band saw jig saw radial arm saw drill press lathe C-clamp wood glue wood putty wood stain varnish lacquer
Basic Topics was originally published on PinkWrite
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sjnm3217 · 4 years
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Reflections: Assignment 3
*Caveat: I’m submitting two versions for this assignment as the PDF directly exported from the ai file looks weird (colour-wise) on my computer screen, even though I’ve opted for no compression or conversion. It looks fine on PDF on the school computer though, but I’ve uploaded 2 versions JUST IN CASE!!!
Update: The final PDF has missing elements for the draft artboard, so please refer to either this post or the PNG file for the draft artboard.
2019 really is the year of binge watching, isn’t it? From the breakthrough new series Umbrella Academy at the beginning of the year, to the return of perennial favourites Orange is the New Black and Stranger Things this summer, I felt Netflix really did spoil us silly :-P I thought having a infographic centred on Netflix might be a really fun project to undertake, hence the topic for assignment 3! On hindsight, tapping onto a brand with a pre-existing brand palette would also make the selection of colours for the infographic much easier for me. I didn’t notice that till someone pointed it out during the critique session!
Before starting the infographic design proper, I first looked up examples of infographics online. I really liked how some of them made full use of the context and theme of their infographic, and created such an immersive experience with their creative ways of presenting otherwise drab data. I’ve included a few of my favourites below:
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Infographic from the Good Magazine, which commissioned infographic specialists from Always With Honour. Retrieved from: https://www.autoblog.com/2009/06/12/putting-it-in-perspective-largest-bankruptcies-in-u-s-history/
Instead of using bar graphs, the designers chose to represent bankruptcies as shipwrecks. Using the “sinking ship” metaphor, the designers managed to graphically show bankruptcies in perspective by varying size and repetition to create a unique yet aesthetically pleasing and understandable graph. How cool is that.
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Behance. (2019). 1910 Making Kimbap [Image]. Retrieved from: https://www.behance.net/gallery/87461175/1910-Making-Gimbap?tracking_source=search%7Cinfographic
I really liked this one too because instead of listing the steps platonically, the designer chose to represent the steps through a cross section of the Kimbap, or rice roll. The body copy was also grouped for easy reading through firstly chunking the information, and secondly categorising them by similarity in typefaces
This was something I sought to emulate in my assignment. As my topic was centred on the habit of TV-watching, I thought – hey, why not frame my data from the perspective of a person watching Netflix on TV? This could definitely anchor my infographic within the theme and make for a more intriguing POV. Thus I came up with the initial artboard for the infographic:
The main body of information would be framed within the TV screen. To overcome space constraints with the restrictive TV screen, I thought of having a Fun Facts section in the handphone screen that the user is holding. In a way, it automatically chunks the information up for easier reading and draws attention to the Fun Facts section.
First Critique
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During the first critique session, the feedback garnered was generally positive, with some scepticism about the space constraints posed by the TV screen. On reflection, it was probably better to have mapped out the main dataset on the artboard more clearly, as it posed problems later on. This really showed the importance of sketching!
Second Critique
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Eventually, this was the artwork I submitted for the second critique session. In terms of the type of infographic, it would be a mixed infographic, as it contains both elements of an informational and timeline infographic. As I have lots to write for this assignment, I’m going to chunk the writing in subsections, so forgive me please if this writeup looks choppy!
Direction
As the human eye typically reads information from up to down, left to write, I thought it’ll be good to tap on this shared understanding to categorise my information. Starting with the timeline, it’ll move down to the demographics section, then content by genres, fun facts, and finally most popular titles.
Due to space constraints, I scraped the idea of a remote control/human feet/popcorn by the side of the TV frame, and replaced it the title of the infographic. Even though it might create a “gap” in the reading of the information, I thought having the title at the bottom would be even better, as it created better balance with the handphone screen element on the right. The asymmetrical balance engendered by placing the title on the bottom left corner evokes a sense of modernity and movement, and is in fact better than placing the title on the centre top. I also thought it would be quite apt to tap on the slang/euphemism “Netflix and Chill”, hence the title.
Colour
For colour choice and theory, my colour palette was pretty much determined from the beginning due to Netflix’s existing corporate colours of black and red. However, I feel that through the utilisation of limited colours, I still managed to learn quite a bit from the application of colour theory. For instance, when we learnt in class that red is commonly used in entertainment, it didn’t dawn on me till I started doing up the infographic for Netflix. Haha!
Red is a colour used to simulate, create urgency, draw attention. It is good in all 3 aspects of visibility, attention, and recognition. Thus I made use of it to draw attention to title headers, and areas that I wanted to emphasise.
We also learnt that warm colours advance while cool colours recede. Even though white (of the TV and phone screen) is a neutral colour, against a cool, dark blue background it stands out, thus creating an effect of foreground and background without any warm colours. Cool colours give an impression of calm, and creates a soothing impression, and relaxing mood. It gives the impression of the person watching Netflix on TV at night, while mindlessly or aimlessly scrolling through his/her phone.
For my  first draft, I also tried to keep to a limited number of hues - white, black, red, blue, beige - and varied only the values and chroma (e.g. for the bar graph in the content genre section). The main variation of colours – white, red, and black – were also at opposing values, which made the contrast even greater. I noticed that this is a tactic used by many designers, such as the designs for Sin City:
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Original Film Art. (2005). Sin City Poster [Image] Retrieved from: https://www.originalfilmart.com/products/sin-city-2005
I really liked the concept for Sin City, it made extremely deft use of shadows to mimic a chiaroscuro style. It really exemplified how to come up with an interesting illustration/infographic with a limited colour palette, but I wasn’t deft enough with the manipulation of shadows and illustration yet. Thus, my infographic came across as too wordy and unsophisticated in the second draft.
Font
Even though design principles stipulate serif font types for titles and sans serif for body copies to ensure better readability, I thought it’ll be more appropriate to use sans serif for the title. This is because Netflix’s corporate font, Bebas Neue (which is sans serif) would ensure better recognisability of the Netflix brand and its identity. To create a form of repetition and dynanism in terms of the typefaces, I used a serif font type - Abril Fatface - as the subheader font, and contrasted it by using another sans serif font - Open Sans - as the body copy. Personally I liked the Abril Fatface as it resembled the typeface used in magazines like the Economist, whilst retaining a modern look, but we’ll talk more about that later :-)
Having standardised font for different sections also ensured better hierarchy within the infographic, helping to segregate the data dump for better readability.
Form
In terms of form, I created the form of a human head using 2 different colours to show light and depth. By showing the light reflecting from the computer screen, a form of a 3D human head came into view, despite using 2 organic shapes with flat colours. It was also my attempt of trying to play with positive and negative to give rise to a more multidimensional form, even though the human head was clearly lacking in any features aside from the exterior shape.
Comments
After the second critique session, I realised my infographic was waaaay too wordy, and lacking in visuals. Elements (such as the timeline) were also not arranged well, giving off an overall haphazard feel. I made sure to improve on these for the second draft. I was also forced to reflect on my font choice - is it the best typeface to use for a contemporary topic?
Final Infographic
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I made quite a lot of changes in terms of the final artwork, and I’ll run through the improvements I made here. This is especially so in terms of representing numbers through visuals, instead of relying on just words. I also became more adventurous in terms of experimenting with elements like light and texture, which I felt worked really well for the final submission.
Visuals
Previously, I used words to represent the demographic breakdown of Netflix in America. This time, I decided to use a pie chart, drawing on the concept of closure (reification). By using lines and stars to create the graph in the image of the flag of America, the viewer automatically perceives the shape of a pie chart, even though there isn’t a closed shape in terms of the overall graph.
For the section on content genres, I considered using repetition of different icons, e.g. laughing face, spaceships, drama mask, and placing them close together to form a bar graph, instead of using an actual bar. However, I found such a layout too cluttered due to the limited space for the section, and opted instead to stick to the bar graph, but use an icon at the end of each bar to better illustrate the genre.
I also replaced the words for the most binged watched titles with an illustration of a Demogorgon instead, and reduced the number of titles from 5 to 3 to accommodate the Demogorgon. It was also a nice touch to have the Demogorgon “pop out” from the screen, without letting the artwork be constrained by the phone or TV wireframe. Same for the teardrops dripping out of the eyes!
Colour
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With the use of more colours in the final artwork, I had to think more critically about using colours in context. At first, for the eye icon, I used red for the background which drew too much attention away from the number, which was key in the icon. This brought into mind the concept of the colour quadrant, in terms of shouting, speaking and whispering colours. Thus, I replaced the background eventually with gray, even though it wasn’t exactly a variation on the colour wheel, it’s still a reminder of how varying colours in context can better emphasise certain elements.
Font
This time, I removed Abril Fatface as a font, and stuck to using just sans serif fonts for a more modern look. However, for the Fun Facts/Did You Know section, I tapped onto the iconic fairy lights scene in stranger things to spell out the words Did You Know. (For those who didn’t watch Season 1 of Stranger Things, Joyce Byers hung up fairy lights in her living room with the alphabet under each fairy light to create a makeshift Ouija Board).
Light
I found my original infographic kind of flat and lacking in dimension. Thus to better emphasise the effect of different depths, I used the light emanating from the phone to give the impression of the phone being in closely proximity/emerging from the screen. I also gave the human face a light reflecting from the computer screen, and overall background a gradient, all to emphasise multidimensionality in the final artwork.
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Initially, I used an outer glow for the phone screen, but I felt that it didn’t gel well with the overall aesthetic.
Texture
I also tried experimenting with texure, by making use of the Grain function in Illustrator. I think it mimicked the graininess of TV, and gave a static feeling, like dust floating through the light! It simulates the grainy textures by implication of how areas of the picture were rendered. I applied this effect on the background, and light reflection (computer and phone screen).
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My first try with the Grain effect. I tried to use a radial sort of light/blur effect on the phone screen, like the outer glow, but it took really unnatural. I used a slanting reflection for the final submission.
Data Sources
Timeline
https://media.netflix.com/en/about-netflix
Demographics
https://www.theverge.com/2019/7/18/20699037/netflix-earnings-report-q2-streaming-wars-disney-apple-warnermedia-international
https://www.forbes.com/sites/jeffewing/2019/02/12/new-research-highlights-streaming-demographic-trends/
Did You Know
https://mentalfloss.com/article/64325/13-facts-about-netflix-recommended-you
https://www.prnewswire.com/news-releases/netflix-declares-binge-watching-is-the-new-normal-235713431.html
Most Binged Watched
https://www.vanityfair.com/hollywood/2019/10/netflix-viewing-records-umbrella-academy-stranger-things-murder-mystery
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shirlleycoyle · 3 years
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Companies Are Using Pride Month to Rainbow-Wash Bombs and Tasers
June is Pride Month, which means it’s  time for corporations that normally contribute to the deaths of marginalized people in the US and abroad to  show their solidarity by changing their logos to rainbows, offering new products, and (most importantly) changing their Twitter profiles.
Take Axon—a $9 billion company that manufactures Tasers, body cameras, and drones—and its June 1 rainbow rebrand in its profile picture and header, with the latter reading "Protect Love." 
Axon's business model centers on offering panaceas that are supposed to stop police brutality, while in reality offering new avenues for said brutality as well as convenient cover. As Jonathan Ben-Menachem wroe for The Appeal, Axon products like Tasers "often serve as an excuse for police to abandon de-escalation attempts" because these tools are marketed as "less lethal" alternatives. And despite this designation, an investigation by USA TODAY and the Arnolt Center for Investigative Journalism at Indiana University found that Tasers have helped kill at least 500 people since 2010. 
That police have and continue to brutalize LGBTQ+ people is just the icing on the cake; the presence of police at Pride parades as participants is an argument that comes up again and again. 
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Axon is not the only company engaged in the charade of standing with solidarity with marginalized groups while profiting from marginalization. Take Raytheon, a major U.S. military contractor with a business model that centers on making killing machines to be used overseas on non-white people. 
In years past, Raytheon has marketed itself as inclusive. After all, its missiles are designed, built, and sold by a diverse team of humans, some of whom happen to be LGTBQ+. In years past, protesters have blocked Pride events sponsored by weapons manufacturers, as well as other corporations with business models intimately intertwined with exploitation. But that did not deter Raytheon from changing its logo colors to a rainbow palette in its Twitter avatar. Solidarity achieved!
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British Petroleum and the American Petroleum Institute both made attempts at showing solidarity as well, by promising to publish more content later or by simply incorporating the rainbow into their designs for the month’s duration. Both entities are actively hurtling us towards an ecological disaster that would likely kill hundreds of millions if not billions of human beings. Apple, which this year launched two (two!)Pride-themed Apple Watch bands, continually offers new products that contribute to the e-waste problem due to its stranglehold on the repair market and will likely be built using a supply chain that flourishes in no small part because of child or slave labor. 
All of this is nothing new, from the desperate attempts to virtue-signal and attract new customers to the criticisms (like this one) of the hollow campaigns, but time is a flat circle in the deepest recesses of Hell and so here we are. As George Civeris asked in The Outline in 2019, "Who cares? There is an unspoken agreement that even savvy consumers who see through the bullshit will at least appreciate the effort required to produce it."
Civeris mused about finding themselves "nostalgic for the simple evils of advertising-as-usual" and found a then-recent example in the NSA's 2019 move to light up headquarters in rainbow colors and add a pithy caption about how inclusive national security was. There were no videos of "NSA employees telling me how their jobs empowered them to live more authentically” nor was there “a poem about how mass surveillances falls under the BDSM umbrella and is therefore inherently queer." 
Those days are dead and gone, however. In the months leading up to June, we saw the Central Intelligence Army and U.S. Armed Forces launch ads or rebrands playing with that same language that went on to break the minds of commentators of all sorts of political persuasions. Despite the events of the past year—when police and their militarized equipment were turned loose on protesting citizens in a brutal display, when corporations profited handsomely during a devastating pandemic, when now more than ever we’re primed to see through this stuff—the fact that these companies are still intent on showing their Pride is indication enough that we aren’t even close to seeing the end of it.
Companies Are Using Pride Month to Rainbow-Wash Bombs and Tasers syndicated from https://triviaqaweb.wordpress.com/feed/
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samuelpboswell · 4 years
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Ecommerce Credibility Issues You Must Overcome to Maximize Sales
There are many challenges associated with running an ecommerce business.
The most important and most daunting of these trials and tribulations is the art of getting noticed.
Ecommerce is a massive slice of the global economy. Even many brick-and-mortar stores now have some kind of ecommerce leg of their overall business umbrella.
So you’re dealing with a lot of competition.
Getting noticed is hard enough. But once potential customers find your store, they have to be impressed with more than just your products.
Your website presentation has a lot to do with your conversion rate. If people find a cluttered mess with no security and no assurance of quality, you’re going to lose a lot of potential business.
There are several ways you can overcome credibility issues with your online store.
This article will cover the top five:
Ensuring that the store is laid out properly
Making your contact information readily available
Including customer reviews and testimonials
Showcasing your site’s security measures to ease safety concerns
Demonstrating your authority and accolades that make you an expert in your industry
This guide will give you advice about how you can move past these issues to maximize sales from your online shop.
Ecommerce Credibility Issue #1: Cluttered Online Store
Nothing makes a potential customer abandon ship faster than a cluttered online store that is not user-friendly.
There are three primary strategies when it comes to decluttering your online store:
#1. Focus on Navigation
The ease of navigation is a major factor that cannot be ignored or overstated. It stands to reason that the entry point for your customers won’t be the product or service that they’re seeking.
They will have to look through the site and shop around — like a physical shopper wandering the aisles of a brick and mortar store.
To that end, your products have to be divided into distinct sections. If users have a hard time working their way through your site, they’re going to click away and find one of your competitors.
#2. Ensure your Website is Visually Appealing
First impressions count for a lot in the shopping world. Once upon a time, it was your storefront that had to capture the attention, hearts and minds of your customers.
Now, it’s your website.
The design of your website has become the new customer first impression. It’s as important as storefronts once were.
Users tend to take two factors into account when determining how impressive a website design is: visual complexity, and how the design looks as opposed to others in the same category.
(Image Source)
When a user navigates to your site, they make an initial judgment within 17 to 50 milliseconds of the page loading. To put that in perspective, the average human eye blink takes between 100 and 400 milliseconds.
That means the initial judgment of your site is purely cosmetic. There’s not enough time to form an opinion on your features or sections in that brief instant.
You might also be interested in: Best Solutions for Ecommerce Website Builders
#3. Maximize your Website’s Speed
Your website has to be visually appealing, but it also has to be fast.
People don’t want to wait for pages to load up. If your store takes forever to load product pages, you will find your potential customers abandoning your site in droves.
To review:
Make it pretty
Make it organized
Make it fast
Ecommerce Credibility Issue #2: A Lack of Contact Information or Support
One of the number one issues that can kill a business is customer support. Your customers need to know that when they need help, there’s someone there.
That means your customers need to be able to contact you whenever they want from wherever they want.
Take a look at the image below. Those numbers speak for themselves:
(Image Source)
When customers see no viable support options, they will typically abandon you right away. If they fail to notice the lack of contact information and continue until they have an issue, chances are they’ll be even angrier when they find no support information.
While it’s true that customers will leave a site with no support, they will take a torch to the reputation of a website that they’re doing business with that has no support.
Reports of lackluster or nonexistent customer service will keep even more potential customers away from your site.
Contact Information Best Practices
There are a few best practices you should consider implementing when it comes time to put your customer support on display:
Contact information listed on every page of the site
A static support link in the site’s header that appears on every page
An online chat support feature that sits in the bottom corner of your site
Online chat is available to customers 24/7 (if you serve a global audience).
Ecommerce Credibility Issue #3: No Testimonials
There’s a solid truth throughout the business world:
Consumers don’t trust companies.
It’s a sad state of affairs, but it’s the truth.
The general public distrusts corporate messaging. They’re always looking out for the next scam artist or con man trying to take their money.
(Image Source)
That’s why customer reviews have become such an essential part of the shopping process. Before a customer makes a purchase, they will often look at product reviews or reviews about the company as a whole.
They will do this on both your site and on other popular third party sites like Facebook and Yelp.
If you don’t have testimonials, you’re fighting an uphill battle in earning the trust of your potential customers.
Why Do Customers Love Testimonials?
Customers are more willing to trust the experiences and opinions of their peers over corporate messaging. That’s because corporate messaging is often one-sided.
What company is going to point out a list of helpful cons about itself and its products?
Not a single one.
That’s why trust is built on the review list.
Testimonials showcase peer opinions, and that goes a long way toward providing an accurate portrait of a company.
Many of your prospective customers have similar views to those who will be reviewing your products. Many of them come equipped with the same pain points that drove those initial customers to make a purchase in the first place.
Prospects want to know that people like them have come to your company, purchased your products, had a positive experience, and solved their issues.
You can boast until the cows come home, but it will never carry the weight of a customer review.
Customer Review Best Practices
Written reviews are great, and you should have a review section for every product on your site. You should also feature video testimonials.
Why do you want video reviews?
They’re easier for prospects to digest. A visual representation of the customer and how their issues were resolved can go a long way toward establishing trust.
These videos don’t have to be about specific products. That would be a long and involved process. Video testimonials should speak to the general effectiveness of your company as a whole.
Your testimonials page should be well designed and easily navigated. Avoid the “talking heads” cliche where the video is just a single camera angle on a customer telling a story.
Here are a few customer testimonial tips:
Interview multiple customers
Film some B-roll footage
Edit between angles for increased engagement
Add music in the background
Don’t script the reviewing customers. Let them tell their stories and speak from the heart. Customers can tell when someone is not genuine.
It can’t ever feel like corporate messaging.
Ecommerce Credibility Issue #4:  A Lack of Apparent Security
Every online store needs security. You likely have security in place to protect your store and to protect the personal information of your customers.
But if the customer doesn’t know that, they won’t trust your ability to keep them safe.
Much like in the previous section on reviews, it’s important to remember that customers are wary of scams. Whenever they have to enter their credit card information, it can be scary.
To that end, it’s vital that you highlight everything you’re doing to protect the identities and personal information of your customers. Make sure that your security specs are shown on full blast. They should appear on the main site and every product page.
It’s also a good idea to assure customers how you’re going to protect them throughout the checkout process. It’s especially important to keep this information close to the spot where they have to enter their card information.
If you’re using specific encryption or advanced security, show it as a means of reassurance.
You might also want to consider PayPal as a payment option. When customers pay through PayPal, they won’t have to enter their credit card information directly through your site. Instead, they log in through their PayPal account, where that information is already stored, and all financial transactions are conducted through this trusted third party service.
Ecommerce Credibility Issue #5: A Lack of Authority or Accolades
You need to inspire trust in your customers. That’s something that we’ve touched on quite a bit in this article. One of the best ways to instill that sense of trust is to strut your stuff on your website. You need to show visitors that you’re an authority.
If people don’t trust your expertise, you’re going to have a hard time convincing them to buy your products online.
This is also true of service-oriented ecommerce platforms.
People need to know that the services and products provided to them are going to resolve the pain points that they’re bringing to the table.
That’s why you need to do your part and let them know precisely who you are, what you do, and why you’re the best in the world at what you do.
This goes a long way toward that all-important establishing of trust.
Make sure that you’re showing off your accolades. If you’re a family-owned and operated business with 50+ years in the industry, that’s something you’re going to point out. Experience inspires confidence, and confidence sells.
Have you or your business received any industry-related awards? That’s something you’re going to want to tout. Being able to say that you’re an award-winning business can inspire a lot of confidence in the minds of your customers.
Additionally, if you’ve received any specialized certifications in your industry that adds to your overall reputation and effectiveness, you should make sure that you are listing them on your site.
How Effective are Accolades?
People need to know that you’re the real deal if they’re going to support your business.
Accolades accomplish that.
(Image Source)
If you’re skeptical about that fact, take a look at the following information.
Express Watches decided to start listing accolades on their site.
Here are the results:
Adding accolades led to a 107% increase in sales for Express Watches
The company’s online conversion rate rose from 1.81% to 3.76%
These numbers don’t lie. To sell your products, make sure you’re selling yourself.
In Conclusion
Credibility.
You can have all the fantastic products in the world listed on your online store, but without credibility, you’ve got nothing.
It’s essential to look out for these common pitfalls that can take a company’s credibility and force it to plummet into obscurity.
Don’t let your business credibility fall by the wayside.
Improve your design, list your support options, provide reviews and testimonials, point out your security features, and highlight your authority/accolades.
By following these five steps, you can increase your standing and trust with your intended audience and rocket your business to the top of the ecommerce world.
The post Ecommerce Credibility Issues You Must Overcome to Maximize Sales appeared first on HigherVisibility.
from The SEO Advantages https://www.highervisibility.com/blog/ecommerce-credibility-issues-you-must-overcome-to-maximize-sales/
0 notes
anthonykrierion · 4 years
Text
Ecommerce Credibility Issues You Must Overcome to Maximize Sales
There are many challenges associated with running an ecommerce business.
The most important and most daunting of these trials and tribulations is the art of getting noticed.
Ecommerce is a massive slice of the global economy. Even many brick-and-mortar stores now have some kind of ecommerce leg of their overall business umbrella.
So you’re dealing with a lot of competition.
Getting noticed is hard enough. But once potential customers find your store, they have to be impressed with more than just your products.
Your website presentation has a lot to do with your conversion rate. If people find a cluttered mess with no security and no assurance of quality, you’re going to lose a lot of potential business.
There are several ways you can overcome credibility issues with your online store.
This article will cover the top five:
Ensuring that the store is laid out properly
Making your contact information readily available
Including customer reviews and testimonials
Showcasing your site’s security measures to ease safety concerns
Demonstrating your authority and accolades that make you an expert in your industry
This guide will give you advice about how you can move past these issues to maximize sales from your online shop.
Ecommerce Credibility Issue #1: Cluttered Online Store
Nothing makes a potential customer abandon ship faster than a cluttered online store that is not user-friendly.
There are three primary strategies when it comes to decluttering your online store:
#1. Focus on Navigation
The ease of navigation is a major factor that cannot be ignored or overstated. It stands to reason that the entry point for your customers won’t be the product or service that they’re seeking.
They will have to look through the site and shop around — like a physical shopper wandering the aisles of a brick and mortar store.
To that end, your products have to be divided into distinct sections. If users have a hard time working their way through your site, they’re going to click away and find one of your competitors.
#2. Ensure your Website is Visually Appealing
First impressions count for a lot in the shopping world. Once upon a time, it was your storefront that had to capture the attention, hearts and minds of your customers.
Now, it’s your website.
The design of your website has become the new customer first impression. It’s as important as storefronts once were.
Users tend to take two factors into account when determining how impressive a website design is: visual complexity, and how the design looks as opposed to others in the same category.
(Image Source)
When a user navigates to your site, they make an initial judgment within 17 to 50 milliseconds of the page loading. To put that in perspective, the average human eye blink takes between 100 and 400 milliseconds.
That means the initial judgment of your site is purely cosmetic. There’s not enough time to form an opinion on your features or sections in that brief instant.
You might also be interested in: Best Solutions for Ecommerce Website Builders
#3. Maximize your Website’s Speed
Your website has to be visually appealing, but it also has to be fast.
People don’t want to wait for pages to load up. If your store takes forever to load product pages, you will find your potential customers abandoning your site in droves.
To review:
Make it pretty
Make it organized
Make it fast
Ecommerce Credibility Issue #2: A Lack of Contact Information or Support
One of the number one issues that can kill a business is customer support. Your customers need to know that when they need help, there’s someone there.
That means your customers need to be able to contact you whenever they want from wherever they want.
Take a look at the image below. Those numbers speak for themselves:
(Image Source)
When customers see no viable support options, they will typically abandon you right away. If they fail to notice the lack of contact information and continue until they have an issue, chances are they’ll be even angrier when they find no support information.
While it’s true that customers will leave a site with no support, they will take a torch to the reputation of a website that they’re doing business with that has no support.
Reports of lackluster or nonexistent customer service will keep even more potential customers away from your site.
Contact Information Best Practices
There are a few best practices you should consider implementing when it comes time to put your customer support on display:
Contact information listed on every page of the site
A static support link in the site’s header that appears on every page
An online chat support feature that sits in the bottom corner of your site
Online chat is available to customers 24/7 (if you serve a global audience).
Ecommerce Credibility Issue #3: No Testimonials
There’s a solid truth throughout the business world:
Consumers don’t trust companies.
It’s a sad state of affairs, but it’s the truth.
The general public distrusts corporate messaging. They’re always looking out for the next scam artist or con man trying to take their money.
(Image Source)
That’s why customer reviews have become such an essential part of the shopping process. Before a customer makes a purchase, they will often look at product reviews or reviews about the company as a whole.
They will do this on both your site and on other popular third party sites like Facebook and Yelp.
If you don’t have testimonials, you’re fighting an uphill battle in earning the trust of your potential customers.
Why Do Customers Love Testimonials?
Customers are more willing to trust the experiences and opinions of their peers over corporate messaging. That’s because corporate messaging is often one-sided.
What company is going to point out a list of helpful cons about itself and its products?
Not a single one.
That’s why trust is built on the review list.
Testimonials showcase peer opinions, and that goes a long way toward providing an accurate portrait of a company.
Many of your prospective customers have similar views to those who will be reviewing your products. Many of them come equipped with the same pain points that drove those initial customers to make a purchase in the first place.
Prospects want to know that people like them have come to your company, purchased your products, had a positive experience, and solved their issues.
You can boast until the cows come home, but it will never carry the weight of a customer review.
Customer Review Best Practices
Written reviews are great, and you should have a review section for every product on your site. You should also feature video testimonials.
Why do you want video reviews?
They’re easier for prospects to digest. A visual representation of the customer and how their issues were resolved can go a long way toward establishing trust.
These videos don’t have to be about specific products. That would be a long and involved process. Video testimonials should speak to the general effectiveness of your company as a whole.
Your testimonials page should be well designed and easily navigated. Avoid the “talking heads” cliche where the video is just a single camera angle on a customer telling a story.
Here are a few customer testimonial tips:
Interview multiple customers
Film some B-roll footage
Edit between angles for increased engagement
Add music in the background
Don’t script the reviewing customers. Let them tell their stories and speak from the heart. Customers can tell when someone is not genuine.
It can’t ever feel like corporate messaging.
Ecommerce Credibility Issue #4:  A Lack of Apparent Security
Every online store needs security. You likely have security in place to protect your store and to protect the personal information of your customers.
But if the customer doesn’t know that, they won’t trust your ability to keep them safe.
Much like in the previous section on reviews, it’s important to remember that customers are wary of scams. Whenever they have to enter their credit card information, it can be scary.
To that end, it’s vital that you highlight everything you’re doing to protect the identities and personal information of your customers. Make sure that your security specs are shown on full blast. They should appear on the main site and every product page.
It’s also a good idea to assure customers how you’re going to protect them throughout the checkout process. It’s especially important to keep this information close to the spot where they have to enter their card information.
If you’re using specific encryption or advanced security, show it as a means of reassurance.
You might also want to consider PayPal as a payment option. When customers pay through PayPal, they won’t have to enter their credit card information directly through your site. Instead, they log in through their PayPal account, where that information is already stored, and all financial transactions are conducted through this trusted third party service.
Ecommerce Credibility Issue #5: A Lack of Authority or Accolades
You need to inspire trust in your customers. That’s something that we’ve touched on quite a bit in this article. One of the best ways to instill that sense of trust is to strut your stuff on your website. You need to show visitors that you’re an authority.
If people don’t trust your expertise, you’re going to have a hard time convincing them to buy your products online.
This is also true of service-oriented ecommerce platforms.
People need to know that the services and products provided to them are going to resolve the pain points that they’re bringing to the table.
That’s why you need to do your part and let them know precisely who you are, what you do, and why you’re the best in the world at what you do.
This goes a long way toward that all-important establishing of trust.
Make sure that you’re showing off your accolades. If you’re a family-owned and operated business with 50+ years in the industry, that’s something you’re going to point out. Experience inspires confidence, and confidence sells.
Have you or your business received any industry-related awards? That’s something you’re going to want to tout. Being able to say that you’re an award-winning business can inspire a lot of confidence in the minds of your customers.
Additionally, if you’ve received any specialized certifications in your industry that adds to your overall reputation and effectiveness, you should make sure that you are listing them on your site.
How Effective are Accolades?
People need to know that you’re the real deal if they’re going to support your business.
Accolades accomplish that.
(Image Source)
If you’re skeptical about that fact, take a look at the following information.
Express Watches decided to start listing accolades on their site.
Here are the results:
Adding accolades led to a 107% increase in sales for Express Watches
The company’s online conversion rate rose from 1.81% to 3.76%
These numbers don’t lie. To sell your products, make sure you’re selling yourself.
In Conclusion
Credibility.
You can have all the fantastic products in the world listed on your online store, but without credibility, you’ve got nothing.
It’s essential to look out for these common pitfalls that can take a company’s credibility and force it to plummet into obscurity.
Don’t let your business credibility fall by the wayside.
Improve your design, list your support options, provide reviews and testimonials, point out your security features, and highlight your authority/accolades.
By following these five steps, you can increase your standing and trust with your intended audience and rocket your business to the top of the ecommerce world.
Ecommerce Credibility Issues You Must Overcome to Maximize Sales was originally posted by Video And Blog Marketing
0 notes
home insurance mccook nebraska
home insurance mccook nebraska
home insurance mccook nebraska
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Blog Categories & Tags
If you are a professional service firm marketer, you know your firm’s blog is often one of the most heavily frequented sections of your website. A good blog can help you stay top-of-mind with clients and prospects, increase referrals, and build brand loyalty overall. Your blog should be rich with content, and that content should be easy to find by your site visitors. But Categories and Tags, two basic blog functionalities that really help your blog’s usability, are often misused, over used, or ignored completely. By following a few simple steps, you can improve your blog significantly and enhance your visitors’ experience considerably.
BEST PRACTICES FOR DEFINING CATEGORIES
Always start by defining your categories. Think of categories as your main topics, like the chapters in a book or main sections of a newspaper (Top Stories, Local News, World News, Sports, Food, Culture, etc.) If your blog focuses on one very specific subject, you may not need categories since all of your posts will reside under that single umbrella. However, most service firms have a main blog where all of their content resides. Thus, categories are important to help readers find what interests them most.
For professional service firms, categories may mirror the core industries you serve, such as Corporate, Technology, Government, Education, Life Sciences, etc., as SMMA Architects does on their blog:
If your clients target the services that you offer, you may want to look at your services or practice area list on your website when creating categories. Law firms often use this method, with categories such as Employment Law, Litigation, Intellectual Property, Trust & Estates, etc. But be sure you limit practices to just the main ones you will blog about regularly. Ruberto Israel & Weiner mixes practice areas with content topics:
THE IMPORTANCE OF TAGS
There are several kinds of tags that are used on websites, and there for the term can be confusing. When administering sites, you can (typically) add “Meta Tags,” “Title Tags,” “Header Tags,” and “Blog Post Tags.” In this article I am specifically speaking of blog post tags, but for information about all types of tags, this article is a good resource.
Post tags are used for more granular classifications than categories. Think of them more like a book’s index, tags should help visitors find information that your blog often covers. Tags can be single words or phrases. If you use words like News, Events, Awards, etc. for category headings, then tags should include the major industries you serve and main services you offer. Tags can be used for topics like Projects, Employees, Recruiting, Sustainability, and anything else that may apply to multiple blog posts.
CATEGORIES, TAGS & SEO
Categories and tags can improve your search return rankings, but unless your firm relies heavily on B2C sales and new business from Google searches, I would not focus too heavily on SEO when choosing words and phrases for tags and categories. Concentrate on what your site visitors will benefit from most, and don’t try to second-guess Google. One tip: If your clients are primarily regional, you may want to include local town and city names as tags, but only when they make sense. For example, if a post is about a project in a town you work in regularly, include that town name as a tag. Visitors may be interested to read posts about work you’ve done in their area, so adding location names is logical as well as helpful in terms of SEO.
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josephkchoi · 6 years
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Product Marketing Month: Why I’m Writing 30 Blog Posts in 30 Days
We Have 1.06 Products.
I wrote that statement on a whiteboard at the start of a website brainstorm session.
What does 1.06 products mean?
1.06 sums up my frustration at the adoption rate of our new products. Yup, Unbounce is now more than just a landing page builder. We released two new products, namely “overlays” and “sticky bars”, and we grouped them together under an umbrella term “Convertables”.
The number 1 represents our flagship industry-leading landing page product (100% of our customers have adopted it), and the .06 represents the tragic adoption rate of our new products (6%).
And yes, you’d be correct if you noted that “Convertables” isn’t a real word, but then neither is Unbounce, so we went with it after a notable amount of company-wide polling, and general corporate groupthink. More on that later.
So, how does this scenario result in me writing 30 blog posts about product marketing?
Rewind to October 5th: I was in a meeting with fellow co-founders Rick, Carl, and Carter, openly expressing my frustration with the adoption numbers, and Carter interrupted me to ask, “Okay, fine, but what are you going to do about it?”.
Then this video happened…
https://unbounce.com/photos/30-in-30.mp4
  Awesome, right?! Yeah, it is, until the moment I realized it’s been exactly 301 days since I last wrote a blog post (I’ve been focusing on public speaking), making this level of bravado a tad audacious at best. Aaand, yes I realize I was a little intoxicated in the video.
But, I’ve learned over the years, that being a bit ridiculous in my promises is the only way I really know how to get shit done. When I tell everyone that I’m doing something big, the self-imposed peer pressure is what motivates me to make sure I complete my mission.
Enter Product Marketing Month (PMM): A Product Marketing Journey
This brings me to our blog. We’ve never written much about our products on the blog, in fact, we’ve actively avoided it to let the content speak for itself as an educational pillar of the community, and to remain non-salesy.
I’ve realized though, that it doesn’t make much business sense to be that overtly humble in all marketing communications. There has to be a way to balance exposing people to your product without it detracting from the experience.
It’s my fault in many ways. When I started our blog back in 2009, I had a mission to be different from our competitors, to not come across as a salesperson, and just to provide value and entertaining content that stood out.
We dominated the realm of conversion content for many years, but in an increasingly competitive SaaS martech space, our content is no longer number one, and it’s time that we change our approach.
Which is why we’re doing a blog takeover for the whole of January.
Our goal is to explore a blog topic we’ve not covered before (product marketing), but also to expose a transparent window – transparency is one of our six core values at Unbounce – into our journey as a company, as a marketing team, and myself personally, to become better at marketing our new products.
For me, it’s the first time I’ve ever been involved in product marketing, which will make it a fascinating personal journey reinventing myself as a different kind of marketer.
I’m also cutting the number of speaking gigs I do in 2018 in half, because let’s be honest, in this moment, the success of Unbounce can be more rapidly impacted by me staying home than being on the road.
Transparency
Along the way, I’ll be opening up the Unbounce vault to share our core metrics with you. This will include our churn and product adoption metrics, which we hope to be able to lift in a big way throughout this 30-day experiment. There will be data check-ins throughout, with a halfway report, and then a full “Results Show” at the end.
I’ll also be digging into our analytics to see what the engagement and attribution looks like for every one of the 30 blog posts.
Some of the content will revolve around the learnings and experiences of becoming a better product marketer, and the rest will be an exploration of the ways we’re trying to rethink what our products are, what they mean to our customers, and how we can do a better job communicating their benefits (with some case studies and new ways of thinking – I hope).
I say “I hope” because I’m writing this as you read it. That’s what tends to happen when you commit to something as absurd as 30-in-30.
Follow Along
I encourage you to follow along by subscribing to our weekly update emails at the bottom of the page. I’m really keen to have our community (that’s you) help us explore how to do this properly, and hopefully, we’ll all learn how to do a better job of marketing our products.
This is a screenshot of the subscribe form at the bottom of the post. Thought you should know.
You can also subscribe by clicking here to launch a popup (using the on-click trigger feature) which contains the subscribe form. << product marketing much?
Aaand I’ve configured it so you’ll see an exit popup when you leave this page. Note, that I’m doing this to show the product in a relevant and hopefully useful manner.
Unbounce Product Adoption Metrics
How do we measure adoption at Unbounce? To understand, it helps to explain a little about how we define a customer. In the old days, a customer was any signup, someone who started a 30-day trial. Over time we learned we should be measuring a little deeper into the customer lifecycle, and decided a customer was someone who paid us twice; once after the 30-day trial, and again after sixty days.
In 2017 we modified this further to someone who pays us three times, giving us a much better sense of true churn numbers.
To be considered a customer who has adopted our products, we have an additional set of app usage criteria:
For landing pages adoption means: a customer who has built and published one or more pages, has set up a custom domain, configured an integration with another tool, and has paid us three times.
For “Convertables” (Overlays & Sticky Bars) adoption means: a customer who has built and published a popup or sticky bar, installed our one-line global Javascript on their website, received at least 10 conversions, and has paid us three times.
Full transparency: 6% adoption for a new product sucks.
So what went wrong? Why was adoption so low?
Well, first, and most importantly, product marketing is really hard.
We also made a few (well intended) mistakes, namely…
Mistake #1: We called a popup an overlay. Mistake #2: We created a fictitious umbrella term “Convertables” for only two child products, and for a few months, only one child product. Mistake #3: We assumed that people would find and use these two products, hidden behind said umbrella term in the app. Mistake #4: We assumed that the functional user of our landing page product would be the same person who needs to use popups and sticky bars.
How do we un-f*** this problem?
The first thing we’re doing is removing public-facing mentions of the term “Convertables”. This has excited the marketing team because it’s much easier to market something when you know how to describe it, and a multi-product value prop is much harder than a single-product value prop.
Beyond that, the approach I’m taking is a combination of four primary tenets:
First, is a concept I call “Productizing Our Technology” or POT for short. This is about discovering new and novel ways that our platform can be used, that people either haven’t imagined or simply didn’t know was possible.
Second, is exploring the entire Unbounce ecosystem, from the app, to the website, our content channels, and our community, to see how we could do a better job of exposing the benefits of our products to those who can benefit from them.
Third, is using the Product Marketing Month blog takeover to create interactive demonstrations right here on the blog – the goal of which is to reduce the Time to Value (TTV) by creating more obvious ah-ha moments.
Fourth, understanding who the various target personas and functional users of the different products are, and adjusting our targeting and marketing communications to find and speak to those potentially different users.
In regards to #3 the blog takeover, if you take a look at the top of the screen, you’ll see a header bar like this:
Or this one, if you have scrolled down the page:
If you look at the hierarchy of information from left to right, you see: 1) Who we are: logo, 2) What we do: value prop, 3) How to take action: the three big orange buttons.
This is hugely different to the rest of the blog, which retains the navigation of the whole site (I’ve thought that was incongruent for a long time).
My hope is that the new header bar helps more people know what we do, and how our products can help. I’ll be tracking engagement with the 3 CTAs and comparing these 30 posts against our other blog content in terms of its ability to get people to sign up.
Productizing Our Technology: Landing Pages, Popups, & Sticky Bars
I had my own ah-ha moment when I started imagining all the ways that I could hack/modify/extend the ways the Unbounce conversion platform can be used. We have 3 core pieces of product technology (not including our AI/Machine Learning efforts that will power our technology in the future): landing pages, popups, and sticky bars.
By taking our core tech, combining the available features, with new jQuery scripts, CSS, and some 3rd-party integrations, it’s possible to create a plethora of new “mini-products” that if embraced by the community, might inform future product direction.
Take a look at the spreadsheet below. This is my POT matrix. The complete sheet currently houses over 120 new product ideas.
(Click image for full-size view)
Across the top (in yellow) are the core products, their features (such as targeting, triggers, display frequency), and the different hacks, data sources, and integrations, that can be combined to produce the new products listed in green in the first column.
Each product is flagged as being in one of three states:
NOW: These products are possible now with our existing feature set. MVP: These products are possible by adding some simple scripts/CSS to extend the core. NEW: These products would require a much deeper level of product or website development to make them possible. These are the examples that came from “blue sky” ideation, and are a useful upper anchor for what could be done.
I’ll be explaining these use cases in greater detail as the month progresses, and I’ll be building some of them directly into these blog posts as I write them. Please Follow Along
That’s the intro, that’s what happened, and what we’re going to do to try and fix it. Subscribe to the weekly email updates, join the discussion in the comments, and chat directly with me on Twitter.
There is also a calendar at the bottom of every post that will link to all 30 PMM topics as they roll out.
What’s coming on day 2 of PMM?
Tomorrow’s post is called “50 Creative Ideas Your Marketing Team Can Use to Improve SaaS Product Adoption & Awareness”. It’s based on the results of rapid-fire brainstorms which exposed quick-win tactics all product marketers can use to expose your products in small and simple ways, to build to a critical mass of awareness.
This should be very relevant to anyone in marketing, and doubly so to those working for a SaaS business.
Here’s to kicking off 2018 in a blaze of product marketing glory.
Cheers, Oli Gardner
p.s. Please jump into the comments below to let me know what products you’re currently trying to take to market.
Product Marketing Month: Why I’m Writing 30 Blog Posts in 30 Days published first on https://nickpontemrktg.wordpress.com/
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maxslogic25 · 6 years
Text
Product Marketing Month: Why I’m Writing 30 Blog Posts in 30 Days
We Have 1.06 Products. Do we suck at product marketing?
I wrote that statement on a whiteboard at the start of a website brainstorm session.
What does 1.06 products mean?
1.06 sums up my frustration at the adoption rate of our new products. Yup, Unbounce is now more than just a landing page builder. We released two new products, namely “overlays” and “sticky bars”, and we grouped them together under an umbrella term “Convertables”.
The number 1 represents our flagship industry-leading landing page product (100% of our customers have adopted it), and the .06 represents the tragic adoption rate of our new products (6%).
And yes, you’d be correct if you noted that “Convertables” isn’t a real word, but then neither is Unbounce, so we went with it after a notable amount of company-wide polling, and general corporate groupthink. More on that later.
So, how does this scenario result in me writing 30 blog posts about product marketing?
Rewind to October 5th: I was in a meeting with fellow co-founders Rick, Carl, and Carter, openly expressing my frustration with the adoption numbers, and Carter interrupted me to ask, “Okay, fine, but what are you going to do about it?”.
Then this video happened…
https://unbounce.com/photos/30-in-30.mp4
  Awesome, right?! Yeah, it is, until the moment I realized it’s been exactly 301 days since I last wrote a blog post (I’ve been focusing on public speaking), making this level of bravado a tad audacious at best. Aaand, yes I realize I was a little intoxicated in the video.
But, I’ve learned over the years, that being a bit ridiculous in my promises is the only way I really know how to get shit done. When I tell everyone that I’m doing something big, the self-imposed peer pressure is what motivates me to make sure I complete my mission.
Enter Product Marketing Month (PMM): A Product Marketing Journey
This brings me to our blog. We’ve never written much about our products on the blog, in fact, we’ve actively avoided it to let the content speak for itself as an educational pillar of the community, and to remain non-salesy.
I’ve realized though, that it doesn’t make much business sense to be that overtly humble in all marketing communications. There has to be a way to balance exposing people to your product without it detracting from the experience.
It’s my fault in many ways. When I started our blog back in 2009, I had a mission to be different from our competitors, to not come across as a salesperson, and just to provide value and entertaining content that stood out.
We dominated the realm of conversion content for many years, but in an increasingly competitive SaaS martech space, our content is no longer number one, and it’s time that we change our approach.
Which is why we’re doing a blog takeover for the whole of January.
Our goal is to explore a category we’ve not covered before (product marketing), but also to expose a transparent window – transparency is one of our six core values at Unbounce – into our journey as a company, as a marketing team, and myself personally, to become better product marketers.
For me, it’s the first time I’ve ever been involved in product marketing, which will make it a fascinating personal journey reinventing myself as a different kind of marketer.
I’m also cutting the number of speaking gigs I do in 2018 in half, because let’s be honest, in this moment, the success of Unbounce can be more rapidly impacted by me staying home than being on the road.
Transparency
Along the way, I’ll be opening up the Unbounce vault to share our core metrics with you. This will include our churn and product adoption metrics, which we hope to be able to lift in a big way throughout this 30-day experiment. There will be data check-ins throughout, with a halfway report, and then a full “Results Show” at the end.
I’ll also be digging into our analytics to see what the engagement and attribution looks like for every one of the 30 blog posts.
Some of the content will revolve around the learnings and experiences of becoming a better product marketer, and the rest will be an exploration of the ways we’re trying to rethink what our products are, what they mean to our customers, and how we can do a better job communicating their benefits (with some case studies and new ways of thinking – I hope).
I say “I hope” because I’m writing this as you read it. That’s what tends to happen when you commit to something as absurd as 30-in-30.
Follow Along
I encourage you to follow along by subscribing to our weekly update emails at the bottom of the page. I’m really keen to have our community (that’s you) help us explore how to do this properly, and hopefully, we’ll all learn how to do a better job of marketing our products.
This is a screenshot of the subscribe form at the bottom of the post. Thought you should know.
You can also subscribe by clicking here to launch a popup which contains the subscribe form. << product marketing much?
Aaand I’ve configured it so you’ll see an exit popup when you leave this page. Note, that I’m doing this to show the product in a relevant and hopefully useful manner.
Unbounce Product Adoption Metrics
How do we measure adoption at Unbounce? To understand, it helps to explain a little about how we define a customer. In the old days, a customer was any signup, someone who started a 30-day trial. Over time we learned we should be measuring a little deeper into the customer lifecycle, and decided a customer was someone who paid us twice; once after the 30-day trial, and again after sixty days.
In 2017 we modified this further to someone who pays us three times, giving us a much better sense of true churn numbers.
To be considered a customer who has adopted our products, we have an additional set of app usage criteria:
For landing pages adoption means: a customer who has built and published one or more pages, has set up a custom domain, configured an integration with another tool, and has paid us three times.
For “Convertables” (Overlays & Sticky Bars) adoption means: a customer who has built and published a popup or sticky bar, installed our one-line global Javascript on their website, received at least 10 conversions, and has paid us three times.
Full transparency: 6% adoption for a new product sucks. It sucks really bad.
So what went wrong? Why was adoption so low?
We made some mistakes, namely…
Mistake #1: We called a popup an overlay. Mistake #2: We created a fictitious umbrella term “Convertables” for only two child products, and for a few months, only one child product. Mistake #3: We assumed that people would find and use these two products, hidden behind said umbrella term in the app. Mistake #4: We assumed that the functional user of our landing page product would be the same person who needs to use overlays popups and sticky bars.
How do we un-f*** this problem?
The first thing we’re doing is removing any public-facing mentions of the term “Convertables”. This has excited the marketing team because it’s much easier to market something when you know how to describe it.
Beyond that, the approach I’m taking is a combination of four primary tenets:
First, is a concept I call “Productizing Our Technology” or POT for short. This is about discovering new and novel ways that our platform can be used, that people either haven’t imagined or simply didn’t know was possible.
Second, is exploring the entire Unbounce ecosystem, from the app, to the website, our content channels, and our community, to see how we could do a better job of exposing the benefits of our products to those who can benefit from them.
Third, is using the Product Marketing Month blog takeover to create interactive demonstrations right here on the blog – the goal of which is to reduce the Time to Value (TTV) by creating more obvious ah-ha moments.
Fourth, understanding who the various target personas and functional users of the different products are, and adjusting our targeting and marketing communications to find and speak to those potentially different users.
In regards to #3, if you take a look at the top of the screen, you’ll see a header bar like this:
Or this one, if you have scrolled down the page:
My goal here is to make a much clearer statement of our products and their value. If you look at the hierarchy of information from left to right, you see: 1) Who we are: logo, 2) What we do: value prop, 3) How to take action.
This is very different to the rest of the blog, which retains the navigation of the whole site (I’ve thought that was incongruent for a long time). See below for what the navigation looks like for the rest of the blog and website:
My hope is that the new header bar helps more people know what we do and how our products can help.
Productizing Our Technology: Landing Pages, Popups, & Sticky Bars
I had my own ah-ha moment when I started imagining all the ways that I could hack/modify/extend the ways the Unbounce conversion platform can be used. We have 3 core pieces of product technology (not including our AI/Machine Learning efforts that will power our technology in the future): landing pages, popups, and sticky bars.
By taking our core tech, combining the available features, with new jQuery scripts, CSS, and some 3rd-party integrations, it’s possible to create a plethora of new “mini-products” that if embraced by the community, might inform future product direction.
Take a look at the spreadsheet below. This is my POT matrix. The complete sheet currently houses over 120 new product ideas.
(Click image for full-size view)
Across the top (in yellow) are the core products, their features (such as targeting, triggers, display frequency), and the different hacks, data sources, and integrations, that can be combined to produce the new products listed in green in the first column.
Each product is flagged as being in one of three states:
NOW: These products are possible now with our existing feature set. MVP: These products are possible by adding some simple scripts/CSS to extend the core. NEW: These products would require a much deeper level of product or website development to make them possible. These are the examples that came from “blue sky” ideation, and are a useful upper anchor for what could be done.
I’ll be explaining these use cases in greater detail as the month progresses, and I’ll be building some of them directly into these blog posts as I write them. Please Follow Along
That’s the intro, that’s what happened, and what we’re going to do to try and fix it. Subscribe to the weekly email updates, join the discussion in the comments, and chat directly with me on Twitter.
There is also a full calendar at the bottom of every post that will link to all 30 PMM topics as they roll out.
What’s coming on day 2 of PMM?
Tomorrow’s post is called “55 Simple/Hard/Brilliant Things Your Marketing Team Should Be Doing to Improve Product Awareness & Adoption”. It’s based on the results of rapid-fire brainstorms which exposed quick-win tactics all product marketers can use to expose your products in small and simple ways, to build to a critical mass of awareness.
This should be very relevant to anyone in marketing, and doubly so to those working for a SaaS business.
Here’s to kicking off 2018 in a blaze of product marketing glory.
Cheers, Oli Gardner
p.s. Please jump into the comments below to let me know what products you’re currently trying to take to market.
from RSSMix.com Mix ID 8217493 http://unbounce.com/product-marketing/product-marketing-month/
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