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Most consumers like ads but distrust digital efforts

Store Front Talk Back - Mon, 2017-07-17 21:30
Consumers think that advertising is changing for the better, with 68% of adults saying they either tolerate or even like advertising. But many consumers still harbor concerns about digital advertising in particular.

Activist pushes Potbelly to make changes

Nation's Restaurant News - Mon, 2017-07-17 21:30
Blog: Shareholder says sandwich chain should make changes or put itself on the block

Sysco CEO Bill DeLaney to step down

Nation's Restaurant News - Mon, 2017-07-17 21:02
Tom Bené to succeed chief executive on Jan. 1, 2018

Meal of Your Life: Chef Mario Rizzotti explains authentic Italian cuisine

Nation's Restaurant News - Mon, 2017-07-17 20:59
“Iron Chef America” judge talks to Billy Dec

Trademarks Shows Amazon Has Sights On Meal-Kits, 'Single Cow Burgers' and Other Fast Food Options

Topix - Mon, 2017-07-17 20:55

The latest business Amazon may expand into is the business of meal-kits. According to TechCrunch, Amazon recently filed a trademark for "We do the prep.

Categories: Today's Food News

Bravo Brio 2Q same-store sales fall 1%

Nation's Restaurant News - Mon, 2017-07-17 20:36
Results mark strongest performance since fourth quarter of 2012

Restaurateur Carl Sobocinski outlines legacy for Table 301 group

Nation's Restaurant News - Mon, 2017-07-17 20:13
Greenville, S.C., operator works to foster growth in community and of employees

Flavor of the Week: Freekeh shows versatility across the menu

Nation's Restaurant News - Mon, 2017-07-17 19:28
The young, toasted whole grain can be used in place of other grains to provide a chewy texture and slightly smoky flavor

President Trump no fan of fitness or healthy eating

Topix - Mon, 2017-07-17 18:34

Presidents age faster than the rest of us. A healthy lifestyle can offset stress' aging effects.

Categories: Today's Food News

Will Trump's exercise and eating habits catch up to him as stress mounts?

Topix - Mon, 2017-07-17 18:34

Presidents age faster than the rest of us. A healthy lifestyle can offset stress' aging effects.

Categories: Today's Food News

Hilton headed for El Cajon, In-N-Out also part of big plan

Topix - Mon, 2017-07-17 18:34

An artist's rendering of the coming Hampton Inn on Fletcher Parkway in El Cajon. As the Courtyard by Marriott in downtown El Cajon inches closer to completion, the city has closed a deal with another company for a second hotel about two miles down the road.

Categories: Today's Food News

How to Create Great Content in Boring Industries

Small Business Trends - Mon, 2017-07-17 17:30

The ability to excite and inspire is a critical ingredient for online marketing success. What are you doing today that will connect and engage viewers of your content?

Boring industries don’t have to be boring. NBC built an entire series, “The Office,” around the daily doldrums of a paper company in Scranton, PA. Nine seasons, two-hundred and one episodes, 42 Primetime Emmy Award nominations and it’s still one of the most popular series on Netflix — four years after production ended.

If NBC and Steve Carrell can transform an office servicing the paper industry into a pop culture phenomenon, you can develop content that is exciting and engaging for your industry.

Tips on Content Creation for Boring Industries

Keep reading to learn how to write the kind of online content that grabs your future customers’ imaginations and hopefully their wallets.

Step One: Discover Something that Excites You

Creating content is an exercise in creative thinking. Your best work happens when you’re genuinely engaged and excited by what you’re doing. And it’s not a linear process. Do not expect to go from brainstorming, to excitement, to amazing content.

Instead, let your subconscious do the heavy lifting. Keep yourself engaged in your daily routine of ensuring an amazing customer experience and stellar product or service. But, also, book time to let your mind wander.

Wolfgang Kohler, a 19th century German psychologist, is credited with coining the phrase “Bed, Bath and Bus”. These are the places where creativity strikes — opportunities to let the mind wander without purpose. These moments of everyday routine free the mind to work its magic in solving the challenges of the day — unlocking maximum creative potential.

If you set out to identify the aspect of your work that excites you and potential customers, in a matter of minutes or hours, you’re going to run into difficulty. The most direct path between creativity and inspiration is not a straight line.

Step Two: Research Existing Content

Once you’ve found your source of inspiration (hopefully you had a way of recording the idea when it hit you), it’s time to dig deep. Comb the internet for other discussions surrounding your topic. Read this post for how to use BuzzSumo to find the most popular content ever published by keyword.

Discover how other writers are positioning their content. Watch this short video from Neil Patel who shares his thoughts on why no business needs to settle for boring content:

Are the search results in Google inspiring, instructive, or more observational in nature? Once you understand the content that has already been published, you can begin phase three.

Step Three: Find a Unique Angle or Opportunity to Scratch Deeper

You’ve spent an hour or two researching and reading your competition’s blogs. Hopefully, you’ve experienced a few more micro-bursts of creativity as you read content from outside sources on your chosen topic.

Now it’s time to nail down what you’ll produce, and how you’ll present it. The message you want to send is important — but how you transmit that message is even more important.

Video or text? An infographic or a SlideShare? You’ll find that different formats for content offer vastly different return on investment (ROI). The investment of time, personal relationships and advertising capital needs to be carefully weighed against your current cost per acquisition (CPA).

One of the best ways to keep long-term costs for content development low is to find a unique angle that hasn’t already been covered. If you absolutely must, you can still cover an angle that’s been covered before, but you need to provide more comprehensive and up-to-date information. The goal is to create content that delivers your message in a stronger, more informative way than the content already publicly available.

Step Four: Go Visual

If you’re fighting for attention in a crowded space, it might be time to create content in a variety of formats. In the past, I’ve successfully stolen organic screen space from the competition by creating an in-depth article that includes all of these:

  • current statistics
  • original custom images and graphs
  • a YouTube video
  • an infographic
  • a SlideShare
  • links to additional resources

Creating an interconnected web of content that briefly covers what has been published previously, and quickly pivots to a unique angle or more in-depth coverage of the things that excite you is a recipe for success.

Understand that creating one or two quick pieces of content isn’t going to get you across the finish line. You need to constantly evolve and grow the content web.

Use insights from Google Analytics, MOZ, and BuzzSumo to gauge the effectiveness of your content as it ages. Then double-down on the aspects that are generating longer term results and conversions.

Even Boring Industries Can Get Creative

Remember, you can’t rely on a one hit wonder. Update or replace aging content because new content will grab more attention. It all starts with a moment of inspiration and personal excitement. Create a storytelling journey into a topic or aspect of your product or service that is unique.

The more content you create, the more data you’ll have. Your content efforts will evolve from inspiration to data-driven creativity. And over the course of a few months, with a little luck and a lot of hard work, you’ll find yourself generating the kind of buzz that offers the best long-term ROI.

Want more tips on making content for boring industries exciting? Check out the infographic below:

Content Creation Photo via Shutterstock

This article, "How to Create Great Content in Boring Industries" was first published on Small Business Trends

Opinion: Why warmth and competence are key traits in employees

Nation's Restaurant News - Mon, 2017-07-17 17:16
These social perceptions can impact job attitudes and turnover intentions

Chrysler Pacifica cruises down Sesame Street in new partnership

AutoNews - Mon, 2017-07-17 16:54
The Chrysler brand's lineup of family-friendly vehicles will be cruising down "Sesame Street" as part of a new sponsorship deal with the show.
Categories: Latest News

Bobby’s Burger Palace seeks ‘mini-IPO’

Nation's Restaurant News - Mon, 2017-07-17 15:47
Burger chain begun by celebrity chef Bobby Flay seeks to raise funds for expansion

Chaitra Vedullapalli Wins Innovation Award at Inspire

Small Business Trends - Mon, 2017-07-17 15:31

Small Business Trends author and CMO at Meylah, Chaitra Vedullapalli, recently won a Women of Inspiration Award at Microsoft Inspire. The award is given to a woman who mentors other women and drives change and growth. Small Business Trends spoke to Vedullapalli about what got her nominated, her company and her plans to leverage the opportunities the Internet provides.

“Overall the bigger mission we have is to empower a million businesses to do business online,” she says. That part of the change she hopes to foster falls under the umbrella of cloud solution provider. Meylah offers cloud advisory and migration services to that end.

“We focus on a hybrid cloud environment,” Vedullapalli says.

Business Portfolio

However, that’s only one aspect of the swath she hopes to cut. Her business portfolio includes Lead Architect at Ignite Washington  and a strategic adviser at the trade association, The Small Business Web. This experience lends itself to a larger perspective.

“At the end of the day, it’s all about economic growth,  job creation and helping companies transform to the cloud,” she says.  “If I can help a million businesses we can easily impact a million jobs.”

Tech Revolution

Whereas at least one slight on the tech revolution has been it eliminates jobs, Vedullapalli focuses her efforts in a more humanitarian way.  She doesn’t believe in replacing humans with technology but that a more sustainable solution for both is possible.

“Our job is to make sure the jobs are created,” she explains. “We want to architect a transformation that allows these jobs to evolve and make the entire ecosystem more intelligent.”

Thought Leader

To that end, the company has been recognized as a thought leader in this area in Washington state. They’ve  built their own technology IP allowing clients to create mobile stores while furthering the bigger mission. There are other features available like assessment tools that make the whole transformation to the cloud possible and easier.

Another aspect she focuses on is how human skill sets can keep pace with technological change. Vedullapalli has a wealth of personal professional change and previous challenges to draw on.

Software during the recession

“In 2008 my job at Microsoft was to activate the SMB there and create an environment so customers would buy software during that recession.”

According to Vedullapalli, sustainability  needs to act like a flux to mesh  technology and people. She says it should have three aspects including access to opportunity, talent and education and an action plan to bring everything together. She explains how she frames up the bigger picture.

Opportunity

“When you think about any transformation, you need to think about what that opportunity looks like for every human being and not just the company.”

It’s not hard to see why Vedullapalli won the Inspire award and how she manages to motivate clients, co workers and everyone she meets to do good. Her ambitions are lofty. At the end of our talk she shares another scenario she hopes to accomplish so people benefit from the technologies they create.

“I want to have a seat at the table at the United Nations to architect a blueprint to create 600 million  to 1 billion jobs
in the SMB space,” she says.

Images: MicrosoftAlumni.com (top); Chaitra Vedullapalli (inside)

This article, "Chaitra Vedullapalli Wins Innovation Award at Inspire" was first published on Small Business Trends

BrightStar Care franchisee also runs honey-selling nonprofit

SmartBrief - Mon, 2017-07-17 14:02
After selling Price Interactive for more than $100 million, Dan Price became involved with a number of projects, including a  -More
Categories: Latest News