Tag Archive | "Create"

Discovery CEO: We’re Trying To Create a Golf Netflix

In announcing a wide-ranging content deal with golf legend Tiger Woods, Discovery CEO David Zaslav says that what we’re trying to do is really create a golf Netflix. Discovery’s strategy is partnering with high profile personalities such as Tiger and Oprah and others to provide quality non-scripted programming globally. Zaslav says that they’re going to cede this whole idea of scripted, there are loads of people in that space and they’re fighting over it.

David Zaslav, Discovery president and CEO, discussed the companies “Netflix” strategy on CNBC’s Squawk Box (video below):

What We’re Trying To Do is Really Create a Golf Netflix

This is a wide-a wide-ranging partnership with the greatest golfer ever, Tiger Woods. He’s a transformational figure really. It’s a cherry on top of our golf strategy. We were in business with the PGA Tour everywhere in the world. We owned the tour globally with Jay Monahan and the PGA Tour, it’s a long-term partnership. What we’re trying to do is really create a golf Netflix, create an ecosystem where everyone in the world that loves golf can get everything they want on the phone and/or on EuroSport in Europe or on channels around the world.

It’s multifaceted and it fits our strategy. A couple of years ago we got into business with Oprah Winfrey, so we’re in business with Oprah globally. When we bought Scripps, food, HGTV, travel, people thought we bought linear channels but we bought IP. We owned food everywhere in the world, home everywhere in the world, travel everywhere in the world. We have natural history with Discovery.

We really took a big pivot four or five years ago where we went from a traditional nonfiction company to asking ourselves how do we create content that people would want if they could want anything and if they could see anything? It was a world that at that point people thought, why is Discovery getting into sports? Why they buy EuroSport? Why do they own all the cycling and all the tennis in Europe? Why did they do the Olympics?

We’re Going to Cede This Whole Idea of Scripted

We see golf, particularly with Tiger, tennis, cycling, the Olympics, food, home, and natural history. The rest of the media business is in scripted. Disney and Bob Iger, probably the best media company in the world when it comes to scripted and traditional storytelling. Tiger is really an important part of that strategy because people love golf everywhere in the world.

Think about China, two of the best players on the PGA Tour are from China. We own all the golf in China and they love Tiger. Two weeks ago we did a deal with Chip and Joanna Gaines from Fixer Upper and Magnolia. Two fantastic authentic great personalities, they’re back in our family. So we’re going to cede this whole idea of scripted, there are loads of people in that space and they’re fighting over it.

For us, that’s kind of like the soccer ball on a kids game and we’re the rest of the field. If people love food content or golf I think we have a real chance. We hope that we’re where the ball is going to be. Who’s above the globe? The FANG companies, they’re so powerful because they’re above the globe. They could reach everywhere in the world. The only media company that’s truly above the globe that has IP rights everywhere in the world is Discovery.

We Need to Reach All of These 4 Billion Devices

We haven’t over-invested in content because we do believe that we need to reach these four billion devices and the best way to reach that is to have stuff that people really want. This business started with cable systems around the world, then it went to satellites. The companies that have created the most value for shareholders are the global companies, because of the leverage.

What we’re saying is we think that by owning all of this global IP we can partner up very effectively. We don’t need to sell, we can we can partner up with any one of them. We can do a natural history global business with Google or Apple. We can go into business with Oprah ourselves and we can together reach every regional player in the world.

Our Bet is That We’re Completely Different Than the Rest

People fall in love with great stories and with people. If you think about the media business and the rush to Netflix, HBO, Hulu, those are all great plays. Disney buying Rupert’s company and he’s gonna build a product that looks a lot like it. If you’re sitting at home, whether you’re young or old, and you want to spend ten to fifteen dollars and get scripted series and movies there’s going to be 10 choices for that, and the movies are starting to be commoditized with the same movies are on each platform.

If you want something else, if you want to see golf or if you want to see natural history, that’s our bet. Our bet is that we’re completely different than the rest of the guys and we have superfans that have an affinity for our stuff.  Our content costs about $ 400,000 to $ 500,000 an hour, scripted is anywhere from $ 5 million to $ 10 million, so it’s a lot more expensive and it’s getting even more expensive. We have a much more efficient model, so we could actually charge less (than Netflix).

In the US we have 18 channels, so we’re the second biggest TV company in America. When you look at our 18 channels the amount that we charge for those 18 channels is less than one regional sports network. So our costs are less but we can make a lot of money even if we charge less, so that’s one of the reasons why we’re on every skinny bundle. We have great channels but we’re also not that expensive.

The post Discovery CEO: We’re Trying To Create a Golf Netflix appeared first on WebProNews.


WebProNews

Posted in IM NewsComments Off

Chipotle CEO Going Digital to Create a ‘Frictionless Experience’

Chipotle is moving in a digital direction, with their digital business up 48 percent over last year. The company has introduced a new app, digital lines, digital pickup shelves, and a mobile pickup window in an effort to create a “frictionless experience” for its customers, according to Chipotle CEO Brian Niccol.

Brian Niccol, Chipotle Mexican Grill CEO, discussed their digital strategy this morning on CNBC:

Chipotle App Creating a Frictionless Digital Experience

What we’re trying to do is remove any friction and get people more access and we’re having a lot of success with that. Our digital business is now up to 11 percent, which is up 48 percent over last year. What’s really exciting is we’re seeing people continue to adopt the utilization of the app and then all the new access channels that we’re creating, whether it’s these digital pick-up-shelves or delivery, we’re just getting a tremendous response from our customers.

Introducing Digital Lines and Shelves

One of the things that are really powerful for our company is we’ve got what we call a Digital Make Line and it is completely separate from the Customer Facing Line. When you come into the restaurant and you go down that Customer Facing Line if you’ve placed a digital order it doesn’t get in the way of that experience. We’re also putting in place these Digital Pickup Shelves so that when you order ahead, you literally can walk in grab your food and go, a completely frictionless experience.

Our digital line requires fewer people to run it versus the front line. The thing that’s great is what we’ve seen is this digital business is highly incremental, so the additional labor necessary to support the incremental sales it works really well for us.

Testing a New Mobile Pickup Window

We’ve got the new mobile pickup window in four restaurants right now. The way it works is you order ahead and you pick your time and then you know you literally come right by the restaurant, we’ve got a window, your food comes out the window and off you go. We’re seeing tremendous response to that and it’s in a market in Ohio and a market in Texas. We’re gonna start adding more restaurants in 2019, so you’re gonna see us building more restaurants that have the ability for that mobile pickup.

Second Lines in All 2,500 Stores in 2019

The thing that is happening right now on a broad scale basis are these second lines. We’ve digitized them, we’re in about 750 restaurants we’ll have all 2,500 restaurants done by the end of 2019. To accompany that we’re putting in these digital shelves so that literally you can skip the whole process.

The post Chipotle CEO Going Digital to Create a ‘Frictionless Experience’ appeared first on WebProNews.


WebProNews

Posted in IM NewsComments Off

You Don’t Have to Buy Google Ads to Create a Big Company

Self-made marketing phenomena Neil Patel says that there is an alternative to buying Google Ads to grow your company. The answer he says is creating a free leader product or service that drive customers to your site for you to later upsell. Patel sees this alternative solution as a less expensive and more sustainable “growth hacking” strategy.

Neil Patel discussed this growth hacking strategy in a recent video:

You Don’t Have to Buy Google Ads to Create a Big Company

Google Ads are continually rising in cost. What if I told you I have a really cool solution that’ll give you a much better ROI in the long run than Google Ads. Today, I’m going to share with you the best alternative to Google Ads. What most people don’t realize is, you don’t have to spend money on Google Ads to create a multibillion-dollar company.

Have you heard of Dropbox? Of course, you have and the chances are it’s on your computer. Did you know that when Dropbox first came out they tried to grow by doing Google advertising? And what they found is, even though they had a product that costs around $ 5 a month, which is around $ 60 a year per customer, they were spending roughly $ 200 to $ 300 to acquire a customer from Google Ads.

Can you see how those numbers don’t work out? Not only are they spending more to acquire a customer than what they’re paying in the first year, but just because someone’s paying you $ 5 a month, doesn’t mean that $ 5 is pure profit either.

How to Leverage a Growth Hacking Strategy

So, what did Dropbox do? They leveraged growth hacking. They figured out a way to get users to come to their site and generate more customers. They did this by creating a free product or a service, and that’s a better alternative to Google Ads. If you look at Dropbox, you look at Slack, even look at Amazon, although Amazon’s not really doing free with Prime buy you get free two-day shipping.

By creating something that’s free or such an amazing offer, think of it as your carrot that you’re dangling, you’re going to get so many people over to your website that then when you upsell them into your paid products or services, it’s so much easier because they’re already using your product or service, you’ve already built that brand loyalty, that connection, that rapport with them. It’s much easier to get that upsell.

It Does Cost a Lot to Offer a Free Product or Service

And here’s what most people don’t understand; they’re like, “Whoa Nellie, if I spent all this money getting people over to my website by having a ‘free’ product or service, it’s going to cost me a lot of money,” and it does. I recently released a tool called Ubersuggest. If you look at Uber suggest, I’m spending $ 150,000 a month releasing a lot of the features you see in tools like BuzzSumo or SEMrush, for free; 150 grand a month, that’s my cost. My cost isn’t going down, it’s continually rising too.

But you know what, if I had to do paid advertising on Google to get those visitors, my estimation shows that I would be spending a bit more than $ 600,000. Do you see how giving something away for free that costs me $ 150,000 a month is much better than spending $ 600,000 a month on paid ads?

Get Creative with Your Marketing

You do not have to spend money on Google Ads to create a big business, just look at Dropbox. Leverage growth hacking, and then as you have these free tools, these free products, these free services, and it may not be the best ones out there but something that people are used to paying for, what you can do is do things like creating invite flows. Dropbox has it: you want more free space, invite more users. I can do the same thing with Ubersuggest; I don’t, but I can say “Want more free usage? Invite more members.”

You can get creative with your marketing, leverage growth hacking. Just don’t put all your money into Google Ads, and the reason I say that is not because I don’t like Google Ads. Ideally, you should be doing both. But the reason I say this is, the moment you stop Google Ads you don’t have any more traffic.

By creating something that’s free, and it doesn’t have to continually cost a ton of money, like HubSpot, they have this free email signature generator. It doesn’t cost them much money; they only spent a few thousand dollars creating it. They don’t even spend any money maintaining it each and every single month. But they found that it can drive over seven figures worth of revenue to their business per year; not too bad from one free tool.

The post You Don’t Have to Buy Google Ads to Create a Big Company appeared first on WebProNews.


WebProNews

Posted in IM NewsComments Off

The Freedom Episode: How To Build A Business To Create Financial, Time And Mental Freedom

 [ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] From the day I was born I valued freedom (well I assume I did as a baby, I can’t quite be sure). As I entered university and contemplated growing into an independent adult, the kind of independence I craved most was […]

The post The Freedom Episode: How To Build A Business To Create Financial, Time And Mental Freedom appeared first on Yaro.Blog.

Entrepreneurs-Journey.com by Yaro Starak

Posted in IM NewsComments Off

How to Create a Local Marketing Results Dashboard in Google Data Studio – Whiteboard Friday

Posted by DiTomaso

Showing clients that you’re making them money is one of the most important things you can communicate to them, but it’s tough to know how to present your results in a way they can easily understand. That’s where Google Data Studio comes in. In this week’s edition of Whiteboard Friday, our friend Dana DiTomaso shares how to create a client-friendly local marketing results dashboard in Google Data Studio from start to finish.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Hi, Moz fans. My name is Dana DiTomaso. I’m President and partner of Kick Point. We’re a digital marketing agency way up in the frozen north of Edmonton, Alberta. We work with a lot of local businesses, both in Edmonton and around the world, and small local businesses usually have the same questions when it comes to reporting.

Are we making money?

What I’m going to share with you today is our local marketing dashboard that we share with clients. We build this in Google Data Studio because we love Google Data Studio. If you haven’t watched my Whiteboard Friday yet on how to do formulas in Google Data Studio, I recommend you hit Pause right now, go back and watch that, and then come back to this because I am going to talk about what happened there a little bit in this video.

The Google Data Studio dashboard

This is a Google Data Studio dashboard which I’ve tried to represent in the medium of whiteboard as best as I could. Picture it being a little bit better design than my left-handedness can represent on a whiteboard, but you get the idea. Every local business wants to know, “Are we making money?” This is the big thing that people care about, and really every business cares about making money. Even charities, for example: money is important obviously because that’s what keeps the lights on, but there’s also perhaps a mission that they have.

But they still want to know: Are people filling out our donation form? Are people contacting us? These are important things for every business, organization, not-for-profit, whatever to understand and know. What we’ve tried to do in this dashboard is really boil it down to the absolute basics, one thing you can look at, see a couple of data points, know whether things are good or things are bad.

Are people contacting you?

Let’s start with this up here. The first thing is: Are people contacting you? Now you can break this out into separate columns. You can do phone calls and emails for example. Some of our clients prefer that. Some clients just want one mashed up number. So we’ll take the number of calls that people are getting.

If you’re using a call tracking tool, such as CallRail, you can import this in here. Emails, for example, or forms, just add it all together and then you have one single number of the number of times people contacted you. Usually this is a way bigger number than people think it is, which is also kind of cool.

Are people taking the action you want them to take?

The next thing is: Are people doing the thing that you want them to do? This is really going to decide on what’s meaningful to the client.

For example, if you have a client, again thinking about a charity, how many people filled out your donation form, your online donation form? For a psychologist client of ours, how many people booked an appointment? For a client of ours who offers property management, how many people booked a viewing of a property? What is the thing you want them to do? If they have online e-commerce, for example, then maybe this is how many sales did you have.

Maybe this will be two different things — people walking into the store versus sales. We’ve also represented in this field if a person has a people counter in their store, then we would pull that people counter data into here. Usually we can get the people counter data in a Google sheet and then we can pull it into Data Studio. It’s not the prettiest thing in the world, but it certainly represents all their data in one place, which is really the whole point of why we do these dashboards.

Where did visitors com from, and where are your customers coming from?

People contacting you, people doing the thing you want them to do, those are the two major metrics. Then we do have a little bit deeper further down. On this side here we start with: Where did visitors come from, and where are your customers coming from? Because they’re really two different things, right? Not every visitor to the website is going to become a customer. We all know that. No one has a 100% conversion rate, and if you do, you should just retire.

Filling out the dashboard

We really need to differentiate between the two. In this case we’re looking at channel, and there probably is a better word for channel. We’re always trying to think about, “What would clients call this?” But I feel like clients are kind of aware of the word “channel” and that’s how they’re getting there. But then the next column, by default this would be called users or sessions. Both of those are kind of cruddy. You can rename fields in Data Studio, and we can call this the number of people, for example, because that’s what it is.

Then you would use the users as the metric, and you would just call it number of people instead of users, because personally I hate the word “users.” It really boils down the humanity of a person to a user metric. Users are terrible. Call them people or visitors at least. Then unfortunately, in Data Studio, when you do a comparison field, you cannot rename and call it comparison. It does this nice percentage delta, which I hate.

It’s just like a programmer clearly came up with this. But for now, we have to deal with it. Although by the time this video comes out, maybe it will be something better, and then I can go back and correct myself in the comments. But for now it’s percentage delta. Then goal percentage and then again delta. They can sort by any of these columns in Data Studio, and it’s real live data.

Put a time period on this, and people can pick whatever time period they want and then they can look at this data as much as they want, which is delightful. If you’re not delivering great results, it may be a little terrifying for you, but really you shouldn’t be hiding that anyway, right? Like if things aren’t going well, be honest about it. That’s another talk for another time. But start with this kind of chart. Then on the other side, are you showing up on Google Maps?

We use the Supermetrics Google My Business plug-in to grab this kind of information. We hook it into the customer’s Google Maps account. Then we’re looking at branded searches and unbranded searches and how many times they came up in the map pack. Usually we’ll have a little explanation here. This is how many times you came up in the map pack and search results as well as Google Maps searches, because it’s all mashed in together.

Then what happens when they find you? So number of direction requests, number of website visits, number of phone calls. Now the tricky thing is phone calls here may be captured in phone calls here. You may not want to add these two pieces of data or just keep this off on its own separately, depending upon how your setup is. You could be using a tracking number, for example, in your Google My Business listing and that therefore would be captured up here.

Really just try to be honest about where that data comes from instead of double counting. You don’t want to have that happen. The last thing is if a client has messages set up, then you can pull that message information as well.

Tell your clients what to do

Then at the very bottom of the report we have a couple of columns, and usually this is a longer chart and this is shorter, so we have room down here to do this. Obviously, my drawing skills are not as good as as aligning things in Data Studio, so forgive me.

But we tell them what to do. Usually when we work with local clients, they can’t necessarily afford a monthly retainer to do stuff for clients forever. Instead, we tell them, “Here’s what you have to do this month.Here’s what you have to do next month. Hey, did you remember you’re supposed to be blogging?” That sort of thing. Just put it in here, because clients are looking at results, but they often forget the things that may get them those results. This is a really nice reminder of if you’re not happy with these numbers, maybe you should do these things.

Tell your clients how to use the report

Then the next thing is how to use. This is a good reference because if they only open it say once every couple months, they probably have forgotten how to do the stuff in this report or even things like up at the top make sure to set the time period for example. This is a good reminder of how to do that as well.

Because the report is totally editable by you at any time, you can always go in and change stuff later, and because the client can view the report at any time, they have a dashboard that is extremely useful to them and they don’t need to bug you every single time they want to see a report. It saves you time and money. It saves them time and money. Everybody is happy. Everybody is saving money. I really recommend setting up a really simple dashboard like this for your clients, and I bet you they’ll be impressed.

Thanks so much.

Video transcription by Speechpad.com

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


Moz Blog

Posted in IM NewsComments Off

How to create a style guide for your SEO content writers

To get the most out of your content writers, you need to set them on the right track from the start. How to develop guidelines and reduce the required editing time.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Posted in IM NewsComments Off

How To Create An ‘Automatic Money Machine’ Powered By Your Blog

Do you have an email list? You probably do. By now most bloggers and online entrepreneurs realize the importance of email marketing. Now let me ask you, how do you use that email list? Do you run a newsletter and attempt to keep a weekly schedule, sending your latest blog/podcast/video content to your email subscribers? […]

The post How To Create An ‘Automatic Money Machine’ Powered By Your Blog appeared first on Yaro.Blog.

Entrepreneurs-Journey.com by Yaro Starak

Posted in IM NewsComments Off

Create Content Success with a Cohesive Content Experience

One of my favorite things about content marketing is the ability to create an experience. Instead of buying a single ad, you can use different kinds of content to do different work strategically. This week on Copyblogger, we shared ways content can create an experience for your audience and help you strategically move people in
Read More…

The post Create Content Success with a Cohesive Content Experience appeared first on Copyblogger.


Copyblogger

Posted in IM NewsComments Off

The Social Media Content You Create Today Will Have Little To No Value Tomorrow

In recent years a new crop of entrepreneur/freelancer/coach has risen off the back of social media channels like Facebook, Instagram, and Snapchat. These people use social platforms to distribute their knowledge or entertain people and thus attract clients. You share some pictures, write short updates, do live videos, and eventually…

The post The Social Media Content You Create Today Will Have Little To No Value Tomorrow appeared first on Yaro.blog.

Entrepreneurs-Journey.com by Yaro Starak

Posted in IM NewsComments Off

3 Ways to Create ‘Next Level’ Content

This week, we offered concrete ways to make your content more memorable, more compelling, and more attractive to your audience. The three blog posts and podcast episodes I highlight below each give easy-to-implement advice that can transform your work. On Monday, Loryn Thompson kicked us off with a post about respecting your audience’s intelligence and
Read More…

The post 3 Ways to Create ‘Next Level’ Content appeared first on Copyblogger.


Copyblogger

Posted in IM NewsComments Off

Advert