Tag Archive | "Smart"

Lenovo debuts Smart Displays featuring Google Assistant

Combining a tablet-like display with a high-quality speaker, the Lenovo Smart Display incorporates Google Assistant into an interactive screen for a richer visual experience.



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Google Rebrands AdWords, Introduces ‘Smart Campaigns’ for Small Businesses

Google has revamped how its ad services and products are organized and sold in a bid to make its advertising system easier for brands to understand.

After two decades, Google is retiring AdWords and DoubleClick names and rebranding them instead. They are also being reorganized in order to better showcase their capabilities and growth trajectory. DoubleClick products and the Google Analytics 360 Suite will now fall under the umbrella of Google Marketing Platform. DoubleClick Ad Exchange and DoubleClick for Publishers will be integrated into the Google Ad Manager while AdWords will now be called Google Ads.

The newly introduced Google Marketing Platform is designed to assist clients in planning, buying, measuring and optimizing their digital media and customer experience. The decision to merge the DoubleClick and Analytics 360 Suite brands was the result of marketer feedback regarding the advantages of using analytics and ads technology to create improved customer understanding and bigger business results.

Meanwhile, Google Ads will represent the extent of the company’s advertising capacity across its numerous properties, like Google Maps, Google Play, and YouTube. Google Ads will also roll out a new type of ad strategy called Smart Campaigns. This feature will be utilizing machine learning technology and focuses on small businesses. It will be the default experience of start-up companies.

As for the Google Ad Manager, the unified programmatic system is developed to help partners to generate higher revenue in a more efficient manner.

The three new brands are being hailed as a way to help all advertisers and publishers pick the right solutions for their business, regardless of the size. It also aims to make it easier for companies to provide consumers with trustworthy ads and an improved experience regardless of the channels and devices used.

The restructuring of its ads business was announced on Tuesday by Sridhar Ramaswamy, the SVP of Ads at Google. According to Ramaswamy, the company’s extensive ad offerings is challenging for advertisers, ad agencies, and publishers to navigate. He also mentioned that while advertising opportunities have never been greater, it has also become more complicated.

“It is harder for advertisers, publishers, and agencies that help them choose the right products for their business and know how to use them,” Ramaswamy said.

Despite the changes, brands have nothing to worry about as Ramaswamy emphasized that Google’s “underlying products aren’t changing.” But while the rebranding is basically just a name change, there will be small changes in some ad interfaces that will streamline the different services that the company’s advertising and marketing products offer.

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How Do You Set Smart SEO Goals for Your Team/Agency/Project? – Whiteboard Friday

Posted by randfish

Are you sure that your current SEO goals are the best fit for your organization? It’s incredibly important that they tie into both your company goals and your marketing goals, as well as provide specific, measurable metrics you can work to improve. In this edition of Whiteboard Friday, Rand outlines how to set the right SEO goals for your team and shares two examples of how different businesses might go about doing just that.

Setting Smart SEO Goals for Your Team, Agency, or Project

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about SEO goals, how to set smart ones, how to measure your progress against them, how to amplify those goals to the rest of your organization so that people really buy in to SEO.

This is a big challenge. So many folks that I’ve talked to in the field have basically said, “I’m not sure exactly how to set goals for our SEO team that are the right ones.” I think that there’s a particularly pernicious problem once Google took away the keyword-level data for SEO referrals.

So, from paid search, you can see this click was on this keyword and sent traffic to this page and then here’s how it performed after that. In organic search, you can no longer do that. You haven’t been able to do it for a few years now. Because of that removal, proving the return on investment for SEO has been really challenging. We’ll talk in a future Whiteboard Friday about proving ROI. But let’s focus here on how you get some smart SEO goals that are actually measurable, trackable, and pertain intelligently to the goals of the business, the organization.

Where to start:

So the first thing, the first problem that I see is that a lot of folks start here, which seems like a reasonable idea, but is actually a terrible idea. Don’t start with your SEO goals. When your SEO team gets together or when you get together with your consultants, your agency, don’t start with what the SEO goals should be.

  • Start with the company goals. This is what our company is trying to accomplish this quarter or this year or this month.
  • Marketing goals. Go from there to here’s how marketing is going to contribute to those company goals. So if the company has a goal of increasing sales, marketing’s job is what? Is marketing’s job improving the conversion funnel? Is it getting more traffic to the top of the funnel? Is it bringing back more traffic that’s already been to the site but needs to be re-earned? Those marketing goals should be tied directly to the company goals so that anyone and everyone in the organization can clearly see, “Here’s why marketing is doing what they’re doing.”
  • SEO goals. Next, here’s how SEO contributes to those marketing goals. So if the goal is around, as we mentioned, growing traffic to the top of the funnel, for example, SEO could be very broad in their targeting. If it’s bringing people back, you’ve got to get much more narrow in your keyword targeting.
  • Specific metrics to measure and improve. From those SEO goals, you can get the outcome of specific metrics to measure and improve.

Measurable goal metrics

So that list is kind of right here. It’s not very long. There are not that many things in the SEO world that we can truly measure directly. So measurable goal metrics might be things like…

1. Rankings. Which we can measure in three ways. We can measure them globally, nationally, or locally. You can choose to set those up.

2. Organic search visits. So this would be just the raw traffic that is sent from organic search.

3. You can also separate that into branded search versus non-branded search. But it’s much more challenging than it is with paid, because we don’t have the keyword data. Thus, we have to use an implied or inferred model, where essentially we say, “These pages are likely to be receiving branded search traffic, versus these pages that are likely to be receiving non-branded search traffic.”

A good example is the homepage of most brands is most likely to get primarily branded search traffic, whereas resource pages, blog pages, content marketing style pages, those are mostly going to get unbranded. So you can weight those appropriately as you see fit.

Tracking your rankings is crucially important, because that way you can see which pages show up for branded queries versus which pages show up for unbranded queries, and then you can build pretty darn good models of branded search versus non-branded search visits based on which landing pages are going to get traffic.

4. SERP ownership. So ideas around your reputation in the search results. So this is essentially looking at the page of search results that comes up for a given query and what results are in there. There might be things you don’t like and don’t want and things you really do want, and the success and failure can be measured directly through the rankings in the SERP.

5. Search volume. So for folks who are trying to improve their brand’s affinity and reputation on the web and trying to grow the quantity of branded search, which is a good metric, you can look at that through things like Google Trends or through a Google AdWords campaign or through something like Moz’s Keyword Explorer.

6. Links and link metrics. So you could look at the growth or shrinkage of links over time. You can measure that through things like the number of linking root domains, the total number of links. Authority or spam metrics and how those are distributed.

7. Referral traffic. And last, but not least, most SEO campaigns, especially those that focus on links or improving rankings, are going to also send referral traffic from the links that are built. So you can watch referral traffic and what those referrers are and whether they came from pages where you built links with SEO intent.

So taking all of these metrics, these should be applied to the SEO goals that you choose that match up with your marketing and company goals. I wanted to try and illustrate this, not just explain it, but illustrate it through two examples that are very different in what they’re measuring.

Example one

So, first off, Taft Boots, they’ve been advertising like crazy to me on Instagram. Apparently, I must need new boots.

  • Grow online sales. Let’s say that their big company goal for 2018 is “grow online sales to core U.S. customers, so the demographics and psychographics they’re already reaching, by 30%.”
  • Increase top of funnel website traffic by 50%. So marketing says, “All right, you know what? There’s a bunch of ways to do that, but we think that our best opportunity to do that is to grow top of funnel, because we can see how top of funnel turns into sales over time, and we’re going to target a number of 50% growth.” This is awesome. This can turn into very measurable, actionable SEO goals.
  • Grow organic search visits 70%. We can say, “Okay, we know that search is going to contribute an outsized quantity of this 50% growth. So what we want to do is take search traffic up by 70%. How are we going to do that? We have four different plans.
    • A. We’re going to increase our blog content, quality and quantity.
    • B. We’re going to create new product pages that are more detailed, that are better optimized, that target good searches.
    • C. We’re going to create a new resources section with some big content pieces.
    • D. We’re going to improve our link profile and Domain Authority.”

Now, you might say, “Wait a minute. Rand, this is a pretty common SEO methodology here.” Yes, but many times this is not directly tied to the marketing goals, which is not directly tied to the business goals. If you want to have success as an SEO, you want to convince people to keep investing in you, you want to keep having that job or that consulting gig, you’ve got to connect these up.

From these, we can then say, “Okay, for each one, how do we measure it?” Well…

  • A. Quantity of content and search visits/piece. Blog content can be measured through the quantity of content we produce, the search visits that each of those pieces produce, and what the distribution and averages are.
  • B. Rankings and organic traffic. Is a great way to measure product pages and whether we’re hitting our goals there.
  • C. Link growth, rankings, and traffic. That’s a great way to measure the new resources section.
  • D. Linking root domains plus the DA distribution and maybe Spam Score distribution. That’s a great way to measure whether we’re improving our link profile.

All of these, this big-picture goal is going to be measured by the contribution of search visits to essentially non-homepage and non-branded pages that contribute to the conversion funnel. So we have a methodology to create a smart goal and system here.

Example two

Another example, totally different, but let’s try it out because I think that many folks have trouble connecting non-e-commerce pages, non-product stuff. So we’re going to use Book-It Theatre. They’re a theater group here in the Seattle area. They use the area beneath Seattle Center House as their space. They basically will take popular books and literature and convert them into plays. They’ll adapt them into screenplays and then put on performances. It’s quite good. We’ve been to a few shows, Geraldine and I have, and we really like them.

So their goal — I’m making this up, I don’t actually know if this is their goal — but let’s say they want to…

  • Attract theater goers from outside the Seattle area. So they’re looking to hit tourists and critics, people who are not just locals, because they want to expand their brand.
  • Reach audiences in 4 key geographies — LA, Portland, Vancouver, Minneapolis. So they decide, “You know what? Marketing can contribute to this in four key geographies, and that’s where we’re going to focus a bunch of efforts — PR efforts, outreach efforts, offline media, and SEO. The four key geographies are Los Angeles, Portland, Vancouver, and Minneapolis. We think these are good theater-going towns where we can attract the right audiences.”

So what are we going to do as SEOs? Well, as SEOs, we better figure out what’s going to match up to this.

  • Drive traffic from these regions to Book-It Theatre’s pages and to reviews of our show. So it’s not just content on our site. We want to drive people to other critics and press that’s reviewed us.
    • A. So we’re going to create some geo landing pages, maybe some special offers for people from each of these cities.
    • B. We’re going to identify third-party reviews and hopefully get critics who will write reviews, and we’re going to ID those and try and drive traffic to them.
    • C. We’re going to do the same with blog posts and informal critics.
    • D. We’re going to build some content pages around the books that we’re adapting, hoping to drive traffic, that’s interested in those books, from all over the United States to our pages and hopefully to our show.

So there are ways to measure each of these.

  • A. Localized rankings in Moz Pro or a bunch of other rank tracking tools. You can set up geo-specific localized rankings. “I want to track rankings in Vancouver, British Columbia. I want to track rankings from Los Angeles, California.” Those might look different than the ones you see here in Seattle, Washington.
  • B. We can do localized rankings and visits from referrals for the third-party reviews. We won’t be able to track the visits that those pages receive, but if they mention Book-It Theatre and link to us, we can see, oh yes, look, the Minneapolis Journal wrote about us and they linked to us, and we can see what the reviews are from there.
  • C. We can do localized rankings and visits from referrals for the third-party blog posts.
  • D. Local and national ranking, organic visits. For these Book-It content pages, of course, we can track our local and national rankings and the organic visits.

Each of these, and as a whole, the contribution of search visits from non-Seattle regions, so we can remove Seattle or Washington State in our analytics and we can see: How much traffic did we get from there? Was it more than last year? What’s it contributing to the ticket sales conversion funnel?

You can see how, if you build these smart goals and you measure them correctly and you align them with what the company and the marketing team is trying to do, you can build something really special. You can get great involvement from the rest of your teams, and you can show the value of SEO even to people who might not believe in it already.

All right, everyone. Look forward to your thoughts and feedback in the comments, and we’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Why There Are Only A Few Times When It Is Smart To Start A Second Business

 [ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] A friend of mine in Vancouver called me up to do a mastermind session to help him deal with a situation in his business. This particular situation is one I think a lot of entrepreneurs run…

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Google Tests ‘Smart Reply,’ Sends Contextual Replies to All Your Favorite Chat Apps

Replying to common messages received via your Android device will soon be a lot easier. Google is developing an app that will give you a selection of preformatted responses allowing you to reply with just one click of a button.

The new project is aptly named “Reply,” which can be viewed as the mobile version of Google’s Smart Reply feature that is available in Gmail and Allo. The upcoming app, which will be initially available to Android users, will use artificial intelligence to automatically create response suggestions to inbound messages.

The “Reply” app aims to enable users to make faster responses to simple questions instead of typing out the entirety of their replies. For instance, users will be given the reply options “Yes,” “No,” or “I am here” when they receive questions such as “Are you at the restaurant?” or “When can you be home?” The AI-powered app will also take into account your current location when crafting an appropriate response.

[Image via Android Police]

The app is currently in development by Google’s Area 120 team. However, the company does not plan on limiting the useful feature only to its messaging apps. The team announced that the plan is for the upcoming app to work with other mainstream messaging apps.

In fact, it’s not necessary to change apps to enjoy the convenience of the upcoming “Reply” app at all. The Area 120 team is aiming for the app to have support among major messaging apps such as Hangouts, Allo, Whatsapp, Facebook Messenger, Android Messages, Skype, Twitter DMs, and Slack.

Aside from offering reply suggestions, the “Reply” app will also introduce other smart features. It comes with a Do Not Disturb mode which can be particularly useful when you are driving as it will silence your smartphone and automatically send a responses message saying that you can’t chat at the moment. 

At the moment, Team 120 is not disclosing any launch date estimate.

[Featured image via Pixabay]

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Survey: Smart speaker ownership steals time from smartphones, TV, radio

The study suggests there are about 40 million devices in US homes today.

The post Survey: Smart speaker ownership steals time from smartphones, TV, radio appeared first on Search Engine Land.



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SearchCap: Google AMP requirements, AdWords promotion extensions & smart speakers

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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The Bold and the Stressful: Smart Ways to Make a Big Move

Sometimes, you just have to muster your courage and do something Big. It might mean making a brave statement with your content, or creating a splash by launching something new and amazing. On Monday, Brian Clark shared a strategy for telling a more gripping story by using the framing power of contrast. And he showed
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Building a Community of Advocates Through Smart Content

Posted by Michelle_LeBlanc

From gentle criticism to full-on trolls, every brand social media page or community sometimes faces pushback. Maybe you’ve seen it happen. Perhaps you’ve even laughed along as a corporation makes a condescending misstep or a local business publishes a glaring typo. It’s the type of thing that keeps social media and community managers up at night. Will I be by my phone to respond if someone needs customer service help? Will I know what to write if our brand comes under fire? Do we have a plan for dealing with this?

Advocates are a brand’s best friend

In my years of experience developing communities and creating social media content, I’ve certainly been there. I won’t try to sell you a magic elixir that makes that anxiety go away, but I’ve witnessed a phenomenon that can take the pressure off. Before you can even begin to frame a response as the brand, someone comes out of the woodwork and does it for you. Defending, opening up a conversation, or perhaps deflecting with humor, these individuals bring an authenticity to the response that no brand could hope to capture. They are true advocates, and they are perhaps the most valuable assets a company could have.

But how do you get them?

Having strong brand advocates can help insulate your brand from crisis, lead to referring links and positive media coverage, AND help you create sustainable, authentic content for your brand. In this blog post, I’ll explore a few case studies and strategies for developing these advocates, building user-generated content programs around them, and turning negative community perceptions into open dialogue.

Case study 1: Employee advocates can counter negative perceptions

To start, let’s talk about negative community perceptions. Almost every company deals with this to one degree or another.

In the trucking industry, companies deal with negative perceptions not just of their individual company, but also of the industry as a whole. You may not be aware of this, but our country needs approximately 3.5 million truck drivers to continue shipping daily supplies like food, medicine, deals from Amazon, and everything else you’ve come to expect in your local stores and on your doorstep. The industry regularly struggles to find enough drivers. Older drivers are retiring from the field, while younger individuals may be put off by a job that requires weeks away from home. Drivers that are committed to the industry may change jobs frequently, chasing the next hiring bonus or better pay rate.

How does a company counter these industry-wide challenges and also stand out as an employer from every other firm in the field?

Using video content, Facebook groups, and podcasts to create employee advocates

For one such company, we looked to current employees to become brand advocates in marketing materials and on social media. The HR and internal communications team had identified areas of potential for recruitment — e.g. separating military, women — and we worked with them to identify individuals that represented these niche characteristics, as well as the values that the company wanted to align themselves with: safety, long-term tenure with the company, affinity for the profession, etc. We then looked for opportunities to tell these individuals’ stories in a way that was authentic, reflected current organic social media trends, and provided opportunities for dialogue.

In one instance, we developed a GoPro-shot, vlog-style video program around two female drivers that featured real-life stories and advice from the road. By working behind the scenes with these drivers, we were able to coach them into being role models for our brand advocate program, modeling company values in media/PR coverage and at live company events.

One driver participated in an industry-media live video chat where she took questions from the audience, and later she participated in a Facebook Q&A on behalf of the brand as well. It was our most well-attended and most engaged Q&A to date. Other existing and potential drivers saw these individuals becoming the heroes of the brand’s stories and, feeling welcomed to the dialogue by one of their own, became more engaged with other marketing activities as a result. These activities included:

  • A monthly call-in/podcast show where drivers could ask questions directly of senior management. We found that once a driver had participated in this forum, they were much more likely to stay with the company — with a 90% retention rate!
  • A private Facebook group where very vocal and very socially active employees could have a direct line to the company’s driver advocate to express opinions and ask questions. In addition to giving these individuals a dedicated space to communicate, this often helped us identify trends and issues before they became larger problems.
  • A contest to nominate military veterans within the company to become a brand spokesperson in charge of driving a military-themed honorary truck. By allowing anyone to submit a nomination for a driver, this contest helped us discover and engage members of the audience that were perhaps less likely to put themselves forward out of modesty or lack of esteem for their own accomplishments. We also grew our email list, gained valuable insights about the individuals involved, and were able to better communicate with more of this “lurker” group.

By combining these social media activities with traditional PR pitching around the same themes, we continued to grow brand awareness as a whole and build an array of positive links back to the company.

When it comes to brand advocates, sometimes existing employees simply need to be invited in and engaged in a way that appeals to their own intrinsic motivations — perhaps a sense of belonging or achievement. For many employee-based audiences, social media engagement with company news or industry trends is already happening and simply needs to be harnessed and directed by the brand for better effect.

But what about when it comes to individuals that have no financial motivation to promote a brand? At the other end of the brand advocate spectrum from employees are those who affiliate themselves with a cause. They may donate money or volunteer for a specific organization, but when it comes down to it, they don’t have inherent loyalty to one group and can easily go from engaged to enraged.

Case study 2: UGC can turn volunteers into advocates

One nonprofit client that we have the privilege of working with dealt with this issue on a regular basis. Beyond misunderstandings about their funding sources or operations, they occasionally faced backlash about their core mission on social media. After all, for any nonprofit or cause out there, it’s easy to point to two or ten others that may be seen as “more worthy,” depending on your views. In addition, the nature of their cause tended to attract a lot of attention in the holiday giving period, with times of low engagement through the rest of the year.

Crowdsourcing user-generated content for better engagement

To counter this and better engage the audience year-round, we again looked for opportunities to put individual faces and stories at the forefront of marketing materials.

In this case, we began crowdsourcing user-generated content through monthly contesting programs during the organization’s “off” months. Photos submitted during the contests could be used as individual posts on social media or remixed across videos, blog posts, or as a starting point for further conversation and promotion development with the individuals. As Facebook was the primary promotion point for these contests, they attracted those who were already highly engaged with the organization and its page. During the initial two-month program, the Facebook page gained 16,660 new fans with no associated paid promotion, accounting for 55% of total page Likes in the first half of 2016.

Perhaps even more importantly, the organization was able to save on internal labor in responding to complaints or negative commentary on posts as even more individuals began adding their own positive comments. The organization’s community manager was able to institute a policy of waiting to respond after any negative post, allowing the brand advocates time to chime in with a more authentic, volunteer-driven voice.

By inviting their most passionate supporters more deeply into the fold and giving them the space and trust to communicate, the organization may have lost some measure of control over the details of the message, but they gained support and understanding on a deeper level. These individuals not only influenced others within the social media pages of the organization, but also frequently shared content and tagged friends, acting as influencers and bringing others into the fold.

How you can make it work for your audience

As you can see, regardless of industry, building a brand advocate program often starts with identifying your most passionate supporters and finding a way to appeal to their existing habits, interests, and motivations — then building content programs that put those goals at the forefront. Marketing campaigns featuring paid influencers can be fun and can certainly achieve rapid awareness and reach, but they will never be able to counter the lasting value of an authentic advocate, particularly when it comes to countering criticism or improving the perceived status of your brand or industry.

To get started, you can follow a few quick tips:

  • Understand your existing community.
    • Take a long look at your active social audience and try to understand who those people are: Employees? Customers?
    • Ask yourself what motivates them to participate in dialogue and how can you provide more of that.
  • Work behind the scenes.
    • Send private messages and emails, or pick up the phone and speak with a few audience members.
    • Getting a few one-on-one insights can be incredibly helpful in content planning and inspiring your strategy.
    • By reaching out individually, you really make people feel special. That’s a great step towards earning their advocacy.
  • Think: Where else can I use this?
    • Your advocates and their contributions are valuable. Make sure you take advantage of that value!
    • Reuse content in multiple formats or invite them to participate in new ways.
    • Someone who provides a testimonial might be able to act as a source for your PR team, as well.

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Practical Strategies for Smart Content Creators

Practical Strategies for Smart Content Creators

On Monday, Jerod Morris explained how he’s leveraging those impressive new-dad time management skills to get more efficient at content creation. He walked us through a great way to take a single strong idea and turn it into multiple formats, without spending a ton of time.

On Tuesday, Brian Clark showed exactly how to build a content strategy for a business or project … demonstrating how he’d approach a specific persona with a specific sequence of relevant, useful messages. Twenty bonus points if you can catch the incredibly subtle promotion he works in there …

And on Wednesday, I wrote about the magical powers of doing your homework. It may not sound sexy, but when you approach influencers or companies and they don’t curse at you and mark you as a spammer, you’ll find out how sexy homework can be.

Over on the Copyblogger FM podcast, I talked about what I suspect was behind that spectacular United Airlines fail the other week … as well as the genius moves from Pepsi and Nivea.

Your winning difference is the reason people do business with you and not someone else — it sets you apart and makes you the only real choice for the right people. And you reflect that difference with your content marketing.

So, how do you find your winning difference?

On Unemployable, Brian shared three different five-minute exercises that will shake loose an idea that works for your content marketing efforts.

Hope you enjoy all the good stuff, and we’ll catch you next week!

— Sonia Simone

Chief Content Officer, Rainmaker Digital


Catch up on this week’s content


this is how you increase the likelihood of reaching new audience members with your best workQuality Over Quantity: Repurpose Your Best Ideas and Distribute Them Far and Wide

by Jerod Morris


content marking is broader than email marketing, but your email list remains your core focusHow Strategic Content Converts to Email Subscriptions and Sales

by Brian Clark


I can’t tell you how many cold sales emails I get from people who demonstrate they have no idea what my company does3 Ways to Get What You Want by Doing Your Homework

by Sonia Simone


How to Do Simple PPC Advertising for Your Online BusinessHow to Do Simple PPC Advertising for Your Online Business

by Sean Jackson & Jessica Frick


The Painful Core Lesson Taught by 3 Astonishing Big-Brand FailsThe Painful Core Lesson Taught by 3 Astonishing Big-Brand Fails

by Sonia Simone


How Hugo Award Winning Sci-Fi Author John Scalzi Writes: Part TwoHow Hugo Award Winning Sci-Fi Author John Scalzi Writes: Part Two

by Kelton Reid


Are You Doing Enough with Your Best Ideas?Are You Doing Enough with Your Best Ideas?

by Jerod Morris & Jon Nastor


The Essential Guide to Hacking the Growth of Your Online BusinessThe Essential Guide to Hacking the Growth of Your Online Business

by Sean Jackson & Jessica Frick


How to Find Your Winning DifferenceHow to Find Your Winning Difference

by Brian Clark


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