The Central Bureau of Investigation (CBI) was yet to decide whether it should file an appeal against the Allahabad High Court’s judgment acquitting Rajesh and Nupur Talwar in the Aarushi-Hemraj murder case last year.The Talwars were released from jail on October 2017 after the High Court had acquitted them. In murder cases, probe agencies were required to appeal against acquittals within three months of such an order. The CBI had failed to do so in the Aarushi-Hemraj case.“The appeal has not been filed yet. However, the investigating team may approach the court seeking that the delay be condoned, as and when it decides to file the appeal,” said a CBI official.Aarushi was found murdered at her Noida house on May 16, 2008. A day later, the body of domestic help Hemraj was found on the terrace. The case was initially investigated by the Noida Police, which arrested Dr. Talwar for his involvement. It was transferred to the CBI that initially zeroed in on three helps. The agency then investigated the alleged involvement of Dr. Talwar and his wife. However, it filed a closure report on the grounds of insufficient prosecutable evidence. The Special Court refused to accept the closure report and converted it into a charge sheet against the Talwars.
LOOK: Loisa Andalio, Ronnie Alonte unwind in Amanpulo for 3rd anniversary LATEST STORIES San Sebastian repulses EAC to even slate at 5-5 View comments Fire hits houses in Mandaluyong City Brace for potentially devastating typhoon approaching PH – NDRRMC Murphey Holloway had 25 points to lead the Batang Pier with 25 points and nine rebounds.Globalport point guard Stanley Pringle was absent from the game as he went back to the United States to mourn the passing of his father. Filipino athletes get grand send-off ahead of SEA Games PLAY LIST 01:27Filipino athletes get grand send-off ahead of SEA Games00:59Sports venues to be ready in time for SEA Games00:50Trending Articles01:37Protesters burn down Iran consulate in Najaf01:47Panelo casts doubts on Robredo’s drug war ‘discoveries’01:29Police teams find crossbows, bows in HK university01:35Panelo suggests discounted SEA Games tickets for students02:49Robredo: True leaders perform well despite having ‘uninspiring’ boss02:42PH underwater hockey team aims to make waves in SEA Games Nonong Araneta re-elected as PFF president BSP sees higher prices in November, but expects stronger peso, low rice costs to put up fight A strong fourth quarter push propelled Alaska over the Batang Pier with Calvin Abueva and Noy Baclao scoring all of their combined 20 points in the period as the Aces outscored Globalport, 34-21, in the final 12 minutes.“I’m happy to see these guys put together another win,” said Aces head coach Alex Compton in Filipino. “Because during our 14-game losing streak there were times when we were ahead then the other team will catch up and now instead of folding we bounced back and that’s the thing I’ve been waiting to see.”FEATURED STORIESSPORTSWATCH: Drones light up sky in final leg of SEA Games torch runSPORTSSEA Games: Philippines picks up 1st win in men’s water poloSPORTSMalditas save PH from shutoutAlaska was in the worst period of its storied history when it lost 14 straight games dating back to the Commissioner’s Cup before the Aces broke the curse in Pampanga beating San Miguel, 90-79.LeDontae Henton put up a massive double-double of 31 points and 21 rebounds to lead Alaska while Calvin Abueva finished with 12 points and five boards. E.T. returns to earth, reunites with grown-up Elliott in new ad Read Next WATCH: Streetboys show off slick dance moves in Vhong Navarro’s wedding MOST READ Don’t miss out on the latest news and information. Photo by tristan tamayo/INQUIRERAlaska remained in the hunt for a playoff spot in the PBA Governors’ Cup after taking down Globalport, 101-88, Friday at Mall of Asia Arena.The Aces, who lost the first six games of the conference, won its second straight to improve to 2-6 and climbed to the 10th spot while the Batang Pier slipped to 3-5.ADVERTISEMENT Frontrow holds fun run to raise funds for young cancer patients
LATEST STORIES Ateneo chalked up its sixth straight win in the Premier Volleyball League Collegiate Conference after cutting down La Salle, 25-15, 25-20, 25-22, Saturday at Filoil Flying V Centre.The Blue Eagles, who are on their way to the quarterfinals, hiked their record 6-0 record while the Green Spikers hold the fourth spot with a 3-3 card.ADVERTISEMENT BSP sees higher prices in November, but expects stronger peso, low rice costs to put up fight Chooks-to-go Pilipinas yields to Palestine in Fiba Asia Champions Cup Brace for potentially devastating typhoon approaching PH – NDRRMC View comments Bryan Bagunas unloaded 27 points on the sorry defense of UP while Madzlan Gampong and James Natividad combined for 26 points.Wendel Miguel led the Fighting Maroons with 17 points. E.T. returns to earth, reunites with grown-up Elliott in new ad Don’t miss out on the latest news and information. Nonong Araneta re-elected as PFF president Fire hits houses in Mandaluyong City MOST READ Read Next LOOK: Loisa Andalio, Ronnie Alonte unwind in Amanpulo for 3rd anniversary Frontrow holds fun run to raise funds for young cancer patients Kammuri turning to super typhoon less likely but possible — Pagasa Marck Espejo led Ateneo with 16 points while Gian Carlo Glorioso added 11.Arjay Onia and Raymark Woo had eight points apiece to lead La Salle.FEATURED STORIESSPORTSWATCH: Drones light up sky in final leg of SEA Games torch runSPORTSSEA Games: Philippines picks up 1st win in men’s water poloSPORTSMalditas save PH from shutoutIn the first game, National University tripped University of the Philippines in four sets, 25-13, 24-26, 25-15, 25-17.The Bulldogs improved to 3-2 to stay at third place while the seventh-seeded Fighting Maroons slipped to 1-4. Trending Articles PLAY LIST 00:50Trending Articles00:50Trending Articles00:59Sports venues to be ready in time for SEA Games01:37Protesters burn down Iran consulate in Najaf01:47Panelo casts doubts on Robredo’s drug war ‘discoveries’01:29Police teams find crossbows, bows in HK university01:35Panelo suggests discounted SEA Games tickets for students02:49Robredo: True leaders perform well despite having ‘uninspiring’ boss02:42PH underwater hockey team aims to make waves in SEA Games
Oil plant explodes in Pampanga town SEA Games hosting troubles anger Duterte Sports Related Videospowered by AdSparcRead Next PH underwater hockey team aims to make waves in SEA Games PLAY LIST 02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City01:07Trump talks impeachment while meeting NCAA athletes02:49World-class track facilities installed at NCC for SEA Games02:11Trump awards medals to Jon Voight, Alison Krauss Gilas call-up for Fiba World qualifiers dream come true for Thirdy Ravena LATEST STORIES PDEA chief backs Robredo in revealing ‘discoveries’ on drug war Don’t miss out on the latest news and information. View comments Private companies step in to help SEA Games hosting ‘We are too hospitable,’ says Sotto amid SEA Games woes The Super Cup has been played in a one-game final between the Spanish league champion and the Copa del Rey winner, and now Rubiales wants to include the runner-ups in both competitions.The changed format could start as soon as next season.FEATURED STORIESSPORTSPrivate companies step in to help SEA Games hostingSPORTSUrgent reply from Philippine football chiefSPORTSPalace wants Cayetano’s PHISGOC Foundation probed over corruption chargesRubiales says the proposal will be made during the federation’s general assembly. He did not say which country would stage the tournament’s new format.Last year’s final, won by Barcelona against Sevilla, was played in Tangier, Morocco. US judge bars Trump’s health insurance rule for immigrants MOST READ Urgent reply from Philippine football chief Grace Poe files bill to protect govt teachers from malicious accusations FC Barcelona’s Lionel Messi shoots to score his side’s opening goal from the penalty spot during the Spanish La Liga soccer match between FC Barcelona and Valladolid at the Camp Nou stadium in Barcelona, Spain, Saturday, Feb. 16, 2019. (AP Photo/Manu Fernandez)MADRID — The Spanish soccer federation wants a “final four” tournament to decide the Spanish Super Cup.Federation president Luis Rubiales says the tournament would be played outside of Spain in the beginning of the season.ADVERTISEMENT
There has been a lot of discussion this week in the A-List blogs about the role of a PR firm within the world of inbound marketing and social media. I have been thinking about this for a while, both as a blogger (who is now getting pitched by PR firms), an active social media person, and a client of a PR firm – and part of a company that has a strong presence on LinkedIn (group with 7,000+ members), Facebook (over 600 fans) and Twitter (still growing, but employees like me have 100’s of followers). In fact, I have been asked to speak on this very topic at the upcoming Worldcom conference in Montreal (a conference of hundreds of PR firms).Changes Challenging the Value of a PR FirmDirect Relationships – Does the media expect direct relationships with the company (through social media) rather than having the PR folks as a “go-between”? If so, can the PR Firm play a role at all?Speed of Publishing – The old world had quarterly or annual editorial calendars. Now A-list bloggers decide what to write that morning while having a latte in their robe in front of their laptop. HubSpot has gotten coverage within 50 minutes from ZDNet because I responded to a question on Twitter from a blogger. When the time between idea and article can be 30 minutes, can a PR firm really help a client get coverage?Approachability of Media – The media today are really pretty approachable, unlike the old days where it was hard to get a meeting with a writer for the Wall Street Journal, today you can follow the key media players on Twitter, be friends on Facebook, comment on their blog, etc. So, if the relationships are easier to formulate today, what’s the value of a PR firm?To review some of the discussion going on right now, Steve Rubel at Micro Persuasion thinks that PR firms need to adapt, because bloggers and “new media” people want to “discover news for themselves” and not be pitched by PR folks. Michael Arrington at TechCrunch says that “PR as a profession is broken”. Ouch. Mark ‘Rizzn’ Hopkins from Mashable says those who “position themselves in the mindset that they aren’t gatekeepers for information but connectors for entrepreneurs and resources for journalists” will be a productive resource for their clients. Robert Scoble from Scobleizer thinks that “there’s no reason to go crazy with a PR firm if you build something that people want.” And Todd Defren of PR-Squared posted a response (including a video of me). But probably the best summary and comment on the debate (besides this article of course! 🙂 comes from Marshall Kirkpatrick at ReadWrite Web who summarizes his article with “Is it worth the expense and loss of direct experience for many startups to hire PR people? It probably is.” How a PR Firm Can Provide Value TodayResearch – You could spend the time finding the best 100 bloggers who write about your specific niche, but having someone else do this for you can save time, especially if they do it for a living and have access to tools to make it easier and faster. Same things goes for researching conferences, events, speaking opportunities, awards, etc. HubSpot has won a ton of marketing awards, and for most of them our PR firm found them and did everything for us.Training – Few people are social media and blogging experts, and if you hire the right PR firm, they can help bring their expertise into your company. Don’t let them do everything for you, make them train and educate your marketing team (not just marcom, product people too!) and executives about social media, blogging, how to comment on blogs, how to use Twitter and Facebook, etc. Inbound Marketing relies on using your entire company for marketing, and teaching people how to do it can be a great way for your PR firm to provide value. Even though we think we know a lot at HubSpot, our PR firm has taught us a thing or two and we’ve tried some new stuff based on their suggestions.Create & Publish Content – PR folks are experts at writing, and increasingly audio and video too. Your PR firm can help you figure out how to take your boring company announcement and craft it into an interesting story, even if it is not for a news release, it can be just for your company blog. Your PR firm can also interview employees, customers and others and post videos on your blog or website, etc. They do this stuff all the time (if they’re good) and might be able to do it better and faster than you can. Our PR firm has written more than press releases for us – they don’t write for this blog – but other stuff has been helpful.Pitching / Relationships – There are some times when a PR firm does have relationships you don’t have, and times when that makes sense. A lot of these relationships might be “old media”, but old media is still important to a lot of companies. For instance, Business Week, Inc Magazine, and others will probably only cover you twice in the next 5 years (if you’re lucky), so does the writer really want a “relationship” with you. Probably not. But a PR firm brings lots of different clients to the table, and having a relationship with the PR pro might make sense for the writer. Our PR Firm is really completely responsible for our relationships with print media. We just don’t interact with those folks much ourselves.Monitoring – Good PR folks will do a great job of monitoring all the right blogs, social networks and other conversations for relevant information. They then should email you and tell you to respond, comment, or react on your blog as necessary. Even if you have a ton of RSS feeds, alerts and more set up, you might miss some things. Our PR Firm doesn’t send us too much in terms of monitoring because we use lots of tools (including HubSpot software) to monitor things ourselves, but about once a month they send something I missed, and it’s usually good. But, we have about 10 people actively monitoring 100’s of blogs and 100’s of search feeds daily (not kidding, the joke is that we consume 40% of the Internet on a daily basis). I bet that your company has way fewer people in your company doing this stuff, so your PR firm will provide tons more value here.Beyond these points, I also think there is something to be said for the ability for a PR firm to relatively quickly ramp up your capabilities, whereas if you were doing things internally it might take a lot longer to find and train a productive internal person. Don’t take this as a glowing recommendation that everyone should go out and hire a PR firm today. But, I also don’t think they should be swept under the rug as useless – there is a lot of value a PR firm can provide in the right circumstances for the right client. As always, understand what all your possible tools can do, then choose the right tools for the job. A PR firm might be one of those tools.Here is some more of my thoughts on video: Note: HubSpot is a client of Shift Communications, and we’re happy with what we have accomplished working with them over the past year. But we also talk frequently with them about how to make the relationship work best for both of us. I recommend all companies do that with your PR firm. Maybe this article can be a starting point for the conversation with your PR firm.What do you think? What is the role of a PR firm today? Leave a comment below and let’s discuss. Public Relations Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Originally published Aug 13, 2008 6:44:00 PM, updated March 21 2013
Paid Search Traffic Down Sharply Marketing Takeaway 2: http://itunes.hubspot.tv Marketing Takeaway karenrubin Marketing Takeaway mvolpe Rich Snippets: More control over how your content is organized and viewed by Google user chrisbrogan Inbound Marketing Summit Google Search Evolves – But Has Google Finally Lost its Core Focus? to learn how to create a thriving blog. If you are an aggressive outbound marketer, be careful about what tactics you use because you may get in trouble! New Marketing Labs FTC is taking legal action and has filed suit again the telemarketing company and the promoter of the warranties Originally published May 16, 2009 4:34:00 PM, updated July 04 2013 Headlines How to interact on Twitter – @ Make sure to grab your brand on Twitter even if you aren’t ready to use it. Google beefs up Web services, search Intro Marketing cutbacks? Or are larger companies learning the value of organic search results? (Episode length: 31 minutes, 36 seconds) : Next event in Dallas on May 27-28th! : Industry trends are interesting, but whats most important is your trends and your data. Search Options: More options for how you look at search results Inbound Marketing Summit! “Shareof search traffic to websites generated from paid listings has droppedto about 7.25 percent over the last four weeks, down from 9.8 percentduring the same period a year ago.”Marketing cutbacks? Or are larger companies learning the value of organic search results? Tightereconomic times are increasing attacks on brands online through “graymarket knockoffs, phishing attacks, cyber squatting, e-mail scams,trademark abuse, and copyright and patent infringements” @ Read CMO Council: Recession prompts more online brand attacks Chris Brogan The Evolution of Google Marketing Takeaway 1 : Maybe it’s more about quality then quantity and this is more a fad than anything else. In any case, see marketing takeaway 1. :Monitoring your brand online is a must. Use free tools such at Googlealerts, Twitter search, Backtype (for blog comments) and keep and eyeon them on a regular basis. HubSpot Software also automatically helpsyou monitor your brand and send you alerts. Chris Brogan’s blog Marketing Takeaway: and check out the @ :Search continues to evolve. Be conscious of the changes and how you canuse them to advance your website for the next generation of searchengines. Episode #40 – May 15th, 2009 (May 8, 2009) HubSpot TV – Listen to Your Fans, Friends & Followers with Scott Kirsner Marketing Tip of the Week – Miss last week’s episode?: Computerized calls to cell phones and land lines (even those listed on the do not call registry) pitch extended auto warranties Paid Search Traffic Down 26% Twitter Surpasses New York Times and Wall Street Journal Webinar: Advanced Business Blogging Google Squared: Fetches and organized facts Closing Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack HubSpot TV Guest: Learn how to build your business blog into an inbound marketing machine. Marketing Takeaway Download the free webinar Remember to subscribe in iTunes: FTC to announce lawsuits in car warranty robocalls
Share . The book’s been a runaway success (I think it’s because of the cartoons, but my co-author thinks its the marketing advice — you decide). Inbound Marketing: Get Found Using Google, Social Media and Blogs Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack By the way, if you’re a Seinfeld fan, what’s your favorite episode/scene? (I’m looking for more ideas for future cartoons). Looking to get more organic traffic from Google? You need to create content that’s worthy! (Yes, it’s that simple. Not easy, but simple). Originally published Nov 6, 2009 3:18:00 PM, updated March 21 2013 If you liked this cartoon, you can find more cartoons in the recently released book:
customers is, “there are only two types of people that fill out contact us forms, people that are desperate and people that are trying to sell you something.” An email like the one above falls into the latter category. “We are interested to increase traffic to your website, please get back to us in order to discuss the possibility in further detail.” Being someone who teaches people how to increase traffic to their website on a daily basis I decided to take the bait and see just how they could “help” me. Originally published Jun 25, 2010 2:00:00 PM, updated October 20 2016 Download the Webinar Now . So what is the point of ranking if you are wasting all that traffic? These visitors will leave your website and NEVER come back. Don’t fall into this trap! HubSpot If you have a contact form on your website and have not gotten a message like this in the past then consider yourself either very lucky or you aren’t getting any traffic at all. A common line I regularly tell WHOIS to gather Domain Name information about me and grabbed my number. I don’t have a land line so they called my cell phone and probably like most people I don’t answer the phone when I don’t recognize the number. An interesting voicemail was left and an email was sent back to me shortly with the following information. compelling conversion forms to convert leads Have you ever received an email saying something like this: Despite that I’ll see if I can answer your questions. See below. SEO I never received an email back, but a few days later I received a phone call. Kind of creepy right!? How did these people find my phone number? Then I remembered that they probably used a service like So what I really hope that you get from this story is that getting traffic to your website isn’t something that you can simply “outsource” like this. Think about it this way. You pay all this money and these guys get you ranked #1 on the perfect keyword. Search engines start sending traffic to your website. The content on your website sucks and you don’t have anything of real value or any New Media thought leader, Brian Solis, shares how to implement and manage a Social Media Optimization (SMO) program. I don’t understand. You guys filled out a form on my website and sent an email to my address and still don’t know what my domain name is? You reached out to me. Marketing Takeaway Free Webinar-On-Demand: Social Media Optimization Is The New SEO With Brian Solis Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack This was all about six weeks ago and I still haven’t heard back from them. I think it’s safe to assume that the gig is up. They realized they were dealing with someone who wasn’t completely clueless. Topics: “Sure, I’d love to increase traffic to my website. How can you help me?” and learn how to increase your visibility in social media! So the first response is why would they need to know my domain name? So I wrote them as such. What they were really selling is SEO services, which also isn’t rocket science and something we have taught thousands of small to medium sized businesses 80% of what they need to know in less than an hour. At the end of the day SEO is a numbers game and the way you play that numbers game is to create lots of valuable content on your own site.
Originally published Dec 22, 2011 6:00:00 PM, updated October 20 2016 Technical SEO Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Since the debut of Google+ business pages just over a month ago, the following discourse has repeated itself in the inbound marketing world:Question: “Why should my business have a Google+ account in addition to all the other social networks we’re currently present on?”Answer: “Well, it’s Google, so you can bet they’ll be integrating these brand pages into organic search results.”Now you can literally stop betting on it! Finally, Google is amalgamating Google+ updates into its search engine results in two ways:1. Brand Page Updates in Organic Search ResultsWhen searching for a certain keyword or phrase, status updates are now appearing from actual brand pages. For example, when searching ‘HubSpot brand,’ a photo upload on the HubSpot Google+ account from November resulted on the very first page. Marketing Takeaway: This is huge, and it makes a big case for why your brand should create a Google+ business page and start sharing content there ASAP. If you already do, be sure to optimize your status updates. While your updates should be unique, interesting, and have a clear voice reflective of your brand, they should also be search engine optimized. Just as you include certain keywords in your blog posts to help them rank well in Google without taking away from the overall quality of the post, you should do the same for status updates on Google+. This will help you leverage your Google+ presence to increase traffic to your site from Google search, and well, will help you get found online!2. Personal Page Updates in Organic Search ResultsWhile company page updates are appearing in results, so are posts from other users (via their personal accounts) as they mention a brand and/or search term. For example, upon searching ‘Marketing Grader,’ a status update from HubSpot CTO Dharmesh Shah’s personal Google+ page is displayed as a result.Marketing Takeaway: Create valuable content to share via your Google+ business page that other people will be inclined to share. When a user shares a piece of content straight from a brand page by clicking the ‘share’ button under the post, the original text of that post is transferred over, as well as the commentary the user provides. This means that by creating valuable and optimized content, people who share a status because of its value will unknowingly help your ranking because of the keywords weaved into the original update. Pretty nifty, huh? What do you think of this Google+ integration? Can you think of any additional ways to take advantage of this?Image Credit: sasagg.pixnet.net Topics:
Originally published Sep 6, 2012 4:30:00 PM, updated October 20 2016 Once you select the interests you want to target, you can carry on with the rest of the campaign as you normally would, including tweet selection and budget. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Keep in mind you can also target people, not just companies. Thought leaders who are very influential in your space — like bloggers, authors, and social media personalities — are likely to have followers that are similar to your target audience!Do you plan on using Twitter’s latest promoted tweet update?Image credit: lucianvenutian Topics: Pretty easy, huh? Now, let’s learn how to target your promoted tweets by specific usernames.Target Twitter Users by UsernameLet’s start by clearing up one misconception about targeting promoted tweets by username: When targeting specific usernames, you’re not making your promoted tweets visible to people who follow that specific username. Instead, Twitter determines other usernames that are similar to the username you selected, and promotes your tweets to those people.Why is this the case? Well, let’s say you want to target people who like cooking shows, so you enter in the username @homecookingchannel. You want your reach to be as large as possible … but only as far as it includes people who are actually interested in cooking. Therefore, Twitter isn’t just going to promote your tweets to everyone who follows @homecookingchannel. They’re going to promote your tweets to everyone who follows @homecookingchannel that actually cares about cooking (not, you know, the account holder’s dad who just followed because he was told to). From there, Twitter will look at other users who may not follow @homecookingchannel, but exhibit the same care for cooking based on the content they share, and promote your tweets to those usernames, too.You may be wondering how Twitter finds the people to target your promoted tweets to. Well, because this targeting method is for timelines and not specific search terms, it’s a little unclear how a person on Twitter’s interests are determined. But we do know that Twitter’s algorithm uses the topics discussed on Twitter, keywords uses, and followers of each person to determine if they are a good fit for your timeline campaign. So if someone’s tweeting about their favorite quinoa recipes, Twitter knows they’re probably a good fit for @homecookingchannel promoted tweets.Let’s go through one more example to clarify this. Let’s say you’re interested in promoting your tweets to marketers. With this new feature, you could target your campaign at people who are similar to the followers of the username @HubSpot. Why? Because HubSpot is known as a thought leader in the marketing industry, so a large amount of our followers are likely to be marketers. Additionally, people who are similar to our followers are also likely to be marketers, and Twitter can tell based on whether they’re actually talking about marketing on Twitter. Here, you can look through general interests, and drill down into more detail to the right. Twitter Updates Last week, Twitter launched a new update to their promoted tweets that should get marketers pretty pumped. Now, you can target your promoted tweets to users based on their interests. Pretty groovy, eh?Before this launch, people were able to promote tweets in timelines, search results and profiles. Targeting a specific search term, however, was the only way an advertiser could control who saw their tweets. That left the rest of their promoted tweets to be targeted to “followers,” “people like my followers,” or everyone. No more! Now Twitter advertisers can show promoted posts to the people they are actually interested in targeting.There are two ways this new update can be used: You can target by interests, or you can target specific @usernames. Here’s how to do both.Target Twitter Users by InterestBefore we get into logistics, ask yourself … do you know what your target audience’s interests are? If not, you might need to do a little brushing up of your buyer personas.Great, glad that’s taken care of. So, you want to target Twitters users with promoted tweets based on their interests? Makes sense — greater relevancy should increase the effectiveness of your promoted tweets! Twitter determines interests based on what the user is talking about, following, and the keywords used. To utilize this feature, you must first click on “Browse Interests.”
Marketing Trends In Velocity’s latest SlideShare, “Insane Honesty in Content Marketing,” we argue for a little-used but hugely powerful strategy: taking the worst attributes of your company, product or service … and highlighting them for all to see.I really, really, REALLY believe in this approach and I’m amazed more brands don’t practice it. If you haven’t seen the SlideShare yet, check it out below. I’ll wait. Topics: Originally published May 15, 2015 6:00:00 AM, updated February 01 2017 Insane Honesty in Content Marketing from Velocity PartnersOkay, so you’re on board with Insane Honesty. Here are seven ways to get some Insane Honesty into your content and your wider marketing, done as a listicle for maximum share-ability (hint, hint).1) Say Who You’re NOT ForLet’s face it, no product or service is right for everyone on the planet. Not even Coke.So why can’t marketers simply admit that? Why are we so allergic to excluding even the most unlikely-to-buy from our target audience?What if you said something like this:If you like your coffee on the acidic end of the spectrum, the Z-Machine is not for you. We love the soft, mild stuff. But we recognize that some people really like that after-bite in their java, so we don’t want to mislead you guys. There are lots of great machines out there that keep the acids in. Ours? Nope.”See how cool that feels?See how confident it is?Think about how you’d feel if you do actually prefer non-acidic coffee.Now think about how you’d feel if you LOVE acidic coffee. Are you more or less likely to trust this brand when they come out with ‘Z2: The High-Acid Cup-o-matic’?This is one of the most powerful — and least risky — techniques in the Insane Honesty arsenal. Use it!2) Admit to a Weak Product FeatureNo product team can innovate and develop equally effectively on all fronts. You choose your battles and prioritize the things on your roadmap, right?That means Competitor A may have a better user interface than you (while your data management capabilities kick their butt).And Competitor C may have a cheaper on-ramp product (while you have the gold-plated, bullet-proof, enterprise-class option).Traditional marketing says, “Talk about your weakest features in exactly the same way that you talk about your strongest. Tap dance.”What if you broke that phoney old convention and said something like:Okay, we haven’t perfected our data visualization yet. If pretty dashboards are your number one priority, you may find that frustrating. We decided to focus on the data quality through Q2 and Q3 (to us, that’s WAY more important) and to get to the dashboard eye-candy in Q4. Just so you know.”See how you can de-position the feature as less important without pretending you’re great at it?And how you can get the reader to consider that data quality is actually much more important than pretty pictures?And how you come off as an honest vendor who will tell you the truth even if it means losing a sale?Who the hell wouldn’t want to do that?3) Embrace the Elephant in the RoomMy mother is a genius at denial (she had to be good at it — she had an unimaginably tough start in life).We used to tease her about her ability to admire a hostess’ Oriental carpet while ignoring the massive blood stain right in the center.But marketers do this every day — it’s one of the things that make marketing shout, “MARKETING!”So what if you didn’t just admit you could see the elephant — what if you walked up and gave it a big, dusty hug? Like this:You may have heard: Our cloud app had some serious down time last year. We let our customers down and paid the price. It hurt. It hurt so much that we did the following nine things to make sure it never happens again …”All of a sudden, the story changes from “slick marketer trying to gloss over a major problem” to “well-meaning company trips up and learns from its mistakes.”The elephant is already the room, dude. It blocks your view of the mini-bar. It smells. It has ears the size of your torso. You really want to chat about the cool curtains?4) Praise Your CompetitorsThis one physically hurts a lot of marketers. But bear with me.Your competitors may be duplicitous and under-handed and down-right annoying, but you have a lot more in common with them than you’d like to admit.You serve the same people, helping them solve the same problems. You go to the same trade shows and speak at the same conferences about pretty much the same things.So, like it or not, you’re fellow travellers.We’ve all seen unseemly public spats between vendors. It’s embarrassing and both parties come out badly.Insane Honesty turns that dynamic on its head. How about:The smart folks over at BadGuys Inc. just put out a cool interview with Max McGillicuddy of Spinfast Propellers. Check it out. Max is the MAN when it comes to this stuff. Great interview. Wish we’d done it!”Yeah, I know, now you think I’m smoking something in a Colorado coffee shop.But read it again and monitor your feelings as you do so.A statesmanlike passage like this sends a loud, clear message to your prospects: This is a confident company that’s unafraid of a little competition. And these are the kind of people everybody likes: These are nice people.So be nice. Be gracious. Give credit where credit is due. You’ll live.5) Laugh at YourselfMarketers tend to have sense-of-humour failures over little things that don’t really matter. Little embarrassing things that we just know other people are laughing at behind our backs.So what if we take the joke out from behind our backs and join in the laughter? Kinda like this:We know, we know: the name ‘FourSkin’ is a pretty funny name for a drum head company. Our founder was an immigrant from Hungary, and English was his fourth language. But, hey, it’s too late now and it’s a great conversation starter. If you can’t handle it, you can call us FS. Our mothers do.”Teasing yourself completely defuses the situation and deflates the embarrassment. A bit of self-effacing humor goes a long way.6) Replace Lame Excuses With the TruthWhen things go bad, the “crisis management” team spins out all manner of nonsense to try to “contain the situation.”On Monday morning, we experienced a denial of service attack from an unknown server. Our security team responded within seven minutes to address the issue but, unfortunately everyone’s credit card numbers are now for sale on Silk Road.”Just once in a while, a company says something like:You’re not going to believe this. Last night, Jamie, over in accounts, left his laptop in a taxi. It had all our passwords on it. The good news? We got the laptop back an hour later and the passwords were still encrypted. The not-so-good news? We moved Jamie to shipping (passwords can NEVER leave the firewall under ANY circumstances and he knew that). Now here’s what we need you to do, right now if possible …”If you give them a chance, people tend to understand that people are people and — even in the best-run companies — mistakes happen.And people can smell PR spin from a mile away. They prefer the truth, even when it feels insane to speak it.7) Share Disappointments Instead of Hiding ThemDidn’t get into the top-right corner of the latest analyst report?Lose a major client or a key employee?Old-school marketers just straighten the tie, practice the grin, and face the music as if it was “Eye of the Tiger” instead of Barber’s “Adagio for Strings.”Instead, what if you say what normal people say? What if you say, “Ouch!”?When Velocity lost Ryan Skinner, a beloved account director, to Forrester (where he’s now very happy), we could have done the normal thing and issued the standard press release to “wish him well in his future endeavours.”But we didn’t want to.We wanted to call him names.And call Forrester names.So we did. This post, “Analyst Bastards Poach Stinkyhead Skinner from Top Agency” was fun to write, de-fused the bad news, and turned the stale convention upside down. Warning: It’s got lots of juvenile swear words.Conclusion: Not So “Insane” Anymore, Is It?So there you go. Seven ways to turn the theory of Insane Honesty into real practice in your own marketing.It may feel scary and un-natural and anti-marketing — but that’s true of all the best marketing, isn’t it?And here’s the thing: To start out on your insane journey, you don’t have to RUN the insanely honest copy you write. You just have to write it down and show it to a few people. Discuss the upside (earning trust, surprising the audience, coming off as human beings …) and the downside (alienating people who would never buy any way).Then, what the hell, just go for it. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Topics: Link Building Originally published Jun 1, 2015 6:00:00 AM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Most of us publish blog posts the same way. We spend tons of time writing posts and optimizing them for search and social media. We then hit publish. We’ll excitedly watch as we see a burst of new traffic to our site … then get disappointed as we see the post’s popularity peter off. It stinks, right? Luckily, there are some things you can do to extend the shelf life of our content. In this post, we’re going to look at 10 essential techniques for making your content thrive beyond the initial publish-date promotion.10 Techniques for Keeping Your Content Alive Longer1) Brainstorm evergreen topics.Evergreen content is content that stands the test of time. It either covers a topic that will be just as applicable five years from now or one that can be easily updated to stay relevant. “The Essential Cheat Sheet of Cover Photo Sizes” is a great example of this. It’s a post that will stand the test of time because cover photos will be an essential part of social media profiles for years to come, and it is easy to update when a particular network’s cover photo size changes.So how can you determine what evergreen topics to create for your business? You can start by analyzing topics that you have published in the past to see how well they have continued to attract traffic.To do this, dive into your website’s analytics. When you look at your last thirty days worth of traffic, identify which pieces of content not published recently are driving significant traffic. These are evergreen posts. You can use them as inspiration for coming up with additional evergreen content ideas for your business.Here’s a snapshot of the analytics for the When I Work blog to show you what this can look like:(Before you go any further from here, you might want to visit these pieces of evergreen content to make sure they are fully up-to-date, accurate, and valuable to visitors — this post can show you how to do that. Also make sure that your calls to action are current in each of these pieces of content so you can turn visitors into conversions.)For those who do not have evergreen content just yet, there are some additional ways to get inspiration. The first is to use tools like Google Trends. Start by typing in a keyword or phrase that relates to your business. This tool will show you the trend in searches for that keyword or phrase.If you see the graph going upward, you can be confident that people are still interested in that topic, and therefore, it can be a good base for your evergreen content. Next, you can take that keyword or phrase and enter it in Google AdWords Keyword Planner to see related ideas that can be turned into content based on search volume. (HubSpot customers: You can use the Keyword App to brainstorm and track your keywords, too.)Why are keywords so important for your evergreen content? It’s simple. When you’re not actively promoting your content, your main source of traffic will likely be organic search. Therefore, you want to make sure your content is optimized for keywords and phrases that are and will be searched for often.2) Research promotable content.While organic search traffic will keep your evergreen piece of content alive, you still want to give it an initial and continued burst of traffic from promotion. There are several ways you can determine if your evergreen content ideas are going to promotion-worthy. For starters, you can take your primary keyword or phrase and enter it in BuzzSumo to see the social popularity of content based on that topic.You should be able to look through the top pieces of content to determine which ones would make for great evergreen content inspiration with the confidence that a similar topic would be popular.Next, you will want to look at the linkability of your proposed evergreen topic idea. Do this by searching for content that already ranks well in search results with your keyword or phrase. SEMrush allows you to search for a keyword or phrase and see the top pages ranking for it in organic search.You can click links to older pieces of content related to your keyword or phrase to see the backlinks for that piece of content. Pro members of SEMrush can export this list and potentially reach out to webmasters who have linked to an older article to let them know about their newer, comprehensive piece of content. Once you’ve taken social sharing and link earning opportunities into account, you will want to look for direct ways to promote your content. One way is through Q&A networks like Quora. You can search your keyword or phrase to find people who ask questions about the topic.In addition to further validating the importance of the topic you plan to create content around, it gives you further avenues to promote your content once it is published. You can simply create an account on Quora (if you don’t have one already), go to the questions you would like to answer once your content has been published, and save that question to answer for later.3) Enrich your content with mixed media, and optimize it for sharing.As you are developing your evergreen content, you will want to include elements that make people want to share it — and make it easy for them to do so. For starters, you can use tools like Canva to create images that people can use to share your post on social media.To further boost the value of your content, you can use Google Forms or HARO to collect quotes from industry experts or influencers about your topic. Then, you can implement tools like CoSchedule’s Click to Tweet to create beautiful tweet boxes that encourages readers to tweet those quotes.You can also enhance your entire piece of content for optimal sharing with tools like Ivy by Filament. This tool allows readers to highlight any piece of content on the page and share it via Twitter, Facebook, or email.4) Plan your outreach strategy.Beyond social media, search, and Q&A marketing, outreach is your best friend when it comes to making sure your content goes the distance. Best of all, you don’t have to blindly send out requests in hopes that someone will like your content. You can instead plan to reach out to the people you know will like your content.You can approach outreach in a couple of ways. First, you can use BuzzSumo as mentioned earlier to see the influencers who tweeted a related piece of content.The only downside to this approach is that you only get the user’s Twitter handle. This means that you will have to either research the person to find additional contact information or only have the ability to tweet them when you publish your content. Alternatively, you can use pay for services like ContentMarketer.io to find the best recipients for your outreach efforts. It allows you to enter a URL of a similar piece of content to see the Twitter handles and email addresses of influencers likely to share your content.You can also use this tool to find people who may be interested in contributing quotes for your content to enhance its value.By researching your top outreach recipients ahead of publishing your content, you will have everything lined up to make sure that your content promotion goes off without a hitch. 5) Write your promotional-phase content.At this stage, you are ready to craft your promotional content. First, you will want to write 25 additional headlines for your content. This is the strategy that Upworthy uses to create viral content headlines. The theory is that when you try to generate many headlines for your content, you will likely come up with a couple of valuable gems out of the rough. Those gems can be used to A/B test the content headlines for email and social media updates.If you struggle to come up with headlines in general, take inspiration from HubSpot’s Blog Topic Generator. It will suggest five headlines to start with based on your keyword or phrase. If you scroll down and sign up for more, it will give you a spreadsheet with hundreds of additional headlines. Just plug in your keyword or phrase and get inspired.Next, you will want to take your best headlines and craft some social media status updates around them. In addition to sharing your content with alternative headlines, you can change the format of those headlines to make them form questions instead of statements. So instead of tweeting “10 Great Ways to Use Inbound Marketing,” you would have “Can you list 10 ways to use inbound marketing?” You can schedule these to promote your content across your social networks over the course of months using your social media management tools.After your headlines and social media updates, you will be ready to write your outreach emails for all of the influencers you found in step #4. Your outreach emails should consist of three stages: the initial outreach, the follow up if you don’t hear from the influencer (which you can track with tools like Sidekick), and the thank you for when the influencer shares your content.6) Know when to publish and promote.Timing is everything when it comes to the initial promotional period. Though there are many studies out there that tell you when the best time of day is to publish and promote your content, you need to figure out what works best for your business. First, you should look in your analytics to see the best day is to publish your blog content. If you’re a HubSpot customer, you can export data from your Sources Report to determine which day is best for traffic. If you use Google analytics, you can set up a custom report to figure this out, too.Your Facebook Page Insights can help you find the best time to share your post on Facebook based on when your fans are online.SocialBro allows you to see when your followers are online as well as when you can receive the most exposure for your tweets by day and by time.You can also export your email analytics and sort the columns to determine the best days and times to send emails to your subscribers for the highest open and clickthrough rates.Putting all of these analytics together should help you find the best days and times to publish and promote your content.7) Finalize your promotion plan.Now that you’ve done all of your research, you are ready to finalize your game plan for publishing and promoting your content. You can do this in a simple checklist format or using tools such as Trello to organize all of the steps you plan to take once your post goes live.It’s important to note specific times and deadlines for each stage of your promotion, along with the specific people involved in the promotion, such as your social media manager and email manager. That way, no step in the process is left out. 8) Plan to go “all in” on the day you publish.The biggest day of promotion is the day that your content goes live. This is the day that your first social media updates will go out, an email about your post is sent to your list, and your outreach emails are sent out. The first couple of days after your content is published will be the days you engage with your readers and influencers. Be prepared to thank people on social media who share your content, reply to comments on your blog and social networks, and reply to any email responses you receive from subscribers and influencers. Also be sure to follow up with any influencers that have not opened or replied to your outreach.If you’re not seeing the traffic you expect from the start, you may want to invest in some social advertising to promote your posts on Facebook, Twitter, and LinkedIn to the right audiences so you can drum up more traffic and social shares. The more engagement people see on content, the more likely they are to engage as well. 9) Hit the Q&A networks, forums, and communities.Remember the questions you researched in #2? If you haven’t gone back to answer those, now is the time. Also look for questions that you can answer with your content on other Q&A networks, forums, and communities. Depending on your industry, these can include Quora, Slack, Inbound.org, Growth Hacker, BizSugar, Reddit, and other similar networks.You can also expand community promotion to related groups on Facebook, LinkedIn, and Google+. Most groups have a search feature that allow you to find the right questions to answer — use those searches to tastefully promote your content.This allows you to promote your great piece of content without being considered a spammer. Just be sure to review the group rules first — some do not allow link sharing under any circumstance, even if your content is the perfect answer to a question.10) Repurpose, reshare, and reintroduce.Once the initial promotion has ended, it’s time to implement the 3 R’s: repurpose, reshare, and reintroduce. These three tactics will ensure that your content doesn’t just go live on your blog and die, but rather live on in multiple formats across the web.For example, you can turn key points from your content into slides and upload them to SlideShare. You can turn the slides into a slideshow and upload it as a video to YouTube. You can summarize key points and publish it to your LinkedIn profile through LinkedIn Publisher. You can talk through your content and upload it as a podcast. You can syndicate your content on relevant publications (such as Social Media Today for social media topics). The possibilities are endless.The 3 R’s will allow you to gain new exposure for your content on a variety of different networks. Best of all, you can link back to your original piece of content that inspired all of the repurposed pieces so people can see the full piece of content.If you follow the 10 techniques outlined in this post, you will be on the way to having content that drives traffic to your website, engagement to your social channels, and leads to your business long after you publish it.What steps do you take to make sure that your each piece of content you invest in stands the test of time? Share with us in the comments.
Topics: Freelancing Originally published Aug 6, 2015 12:00:00 PM, updated September 14 2017 189Save Writing blog posts and other content takes time — time you and your team might not feel like you have to spare.And yet, you keep reading that companies regularly publishing quality content to their blogs are reaping the biggest rewards in terms of traffic and leads. Better yet for those companies, those results continue to pay out over time thanks to search engines.How can you maintain a great company blog when you and your team are juggling so many other marketing responsibilities? For many marketers, the answer is hiring freelance writers.The demand for freelance writers is high, and a lot’s been written about how to hire them, how to screen for quality, and how to build and manage a team of remote writers.Use the free HubSpot Invoice Template Generator to create professional invoices in minutes. But very rarely can you find data to help you answer tough questions. How much should you pay freelancers? Should they receive the byline — or not? What affects the quality of their work?CopyPress recently ran a survey with nearly 250 freelancers to figure this all out. Check out the infographic below of their findings.(P.S. Any freelancers reading? We’ve got something you might find helpful: Check out our brand new Invoice Template Generator here to ensure you get paid on time, every time.)189Save Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Topics: Landing Page Optimization Originally published May 3, 2017 7:00:00 AM, updated May 03 2017 Landing pages are an essential component of any well-crafted, effective inbound marketing strategy. Whether your goal is to generate leads, sell products, or collect data, your landing pages are where the action happens.With the growing challenge of attracting and holding people’s attention online, it’s more important than ever to design your landing pages to trigger instant conversions. Otherwise, you won’t be able to gather information about the people visiting your website — which will in turn make it very difficult to understand them, market to them, nurture them, determine how fit they are for your product or service, and ultimately convert them into paying customers.Want to start generating as many leads as you can for your business? Then it’s crucial that your landing pages are planned, designed, executed, and always working correctly. If you want to learn more about how to do just that, then you’ve come to the right place. We just released a brand new guide: How to Design & Optimize Landing Pages. This free ebook will teach you:What landing pages are and why they’re important.What an optimized landing page looks like (with examples).How to A/B test your landing pages.How to measure the success of your landing pages.Ready to build high-converting landing pages for your website? Download our free introductory ebook on landing page design and optimization and you’ll have all the knowledge you need to start boosting your site conversions today. Don’t forget to share this post!
Originally published Sep 27, 2017 6:00:00 AM, updated September 27 2017 Don’t forget to share this post! Marketing Terms Topics:
Content Marketing Strategy Don’t forget to share this post! People are hungry for immediate answers.Luckily, it has never been easier to find the information you’re seeking via search. A lot of marketers want to know: how does HubSpot optimize for search? I talked to our blogging team to find out, and put together a series of insider tips we’re eager to share with you. Check out the tactics below, and start maximizing organic traffic to your own blog.New SEO Training Course in HubSpot Academy: Building Sustainable Traffic for Business Growth in 2018How to Rank #1 on Google1. Embrace Complex ClustersSearch algorithms are ever-evolving, and in 2018 they are as smart as ever. Search engines are now capable of recognizing connections across search queries.This has big implications for marketers. Gone are the days when the searcher typed in simple keywords. Searches today are complex, putting the heavy lifting back on Google and other search engines to connect the dots.For example, if you type “movie about doctor clown” into Google the first result will be the movie Patch Adams, despite the fact that there is no overlap in the search terminology. The takeaway: search engines are incredibly intuitive. Google recognizes exactly what the searcher wants without the searcher explicitly stating their question. Go ahead, try it for yourself!At HubSpot, our blogging team realized this shifting behavior, so they altered our blog strategy to focus on topic clusters, instead of specific keywords.To do this, they first identified what topics to prioritize. They then aligned our existing blog posts into the aforementioned clusters and generated tons of new content under those clusters. Finally, they built internal and external links at every available opportunity, creating connection points between content that share the same topic cluster. In doing so, we signal to search engines exactly how the pieces fit together. While it can be time-consuming to reorganize your content, the payoff is huge.2. Prepare an Answer for the Target QueryLet’s use the example of Patch Adams once more. If you type “movie about doctor clown” into Google, you will see a small box with a short answer summarizing the premise of the film right below the search bar. There’s no need to click into a link to see the answer; instead, Google makes it easy to get the information on first glance. This answer box is a featured snippet. And if you’re not using your blog to optimize for featured snippets, start now.Here’s the incentive: Google pulls the featured snippet from one of the pages that ranks on page one of the search results, but the featured snippet does not necessarily need to exist in the #1 link. This is a huge opportunity to get content that is not in the #1 spot to actually appear above the #1 spot. Want to see a live example? Search “Let’s get meta” into Google, and see for yourself.To identify which content is good for featured snippets, Google frequently serves up answers for “Who, What, When, Where, Why and How” queries. If you think your content is addressing one of the aforementioned questions, prioritize writing a golden-nugget answer, and you may just see your content sitting right below the search bar.Another key reason to prioritize for the featured snippet is voice search. As voice search is on trend to become 50% of all mobile searches by 2020 — a prediction by both Google and Bing — featured snippets are now being tapped as the trigger response by virtual assistants. So, as search evolves, so should you.3. Revamp Out-of-Date Blog PostsThere are a number of benefits to creating new content like having additional pages to be indexed by search engines, providing education to your curious users, and it is a good way to stay relevant in your industry. However, as any tenured blogger knows, new posts can take a while to build up steam. In fact, it is often slightly older posts that generate a large portion of traffic because they have had time to develop authority.One of the most effective strategies HubSpot’s blogging team implements to boost SEO was is to historically optimize our old posts. Historical optimization is the process of taking old posts and making them new again with higher-quality, refreshed content, keywords, and links. By leveraging your already existing search authority on these posts, search engines will reward your freshness, which will then lead to a surge of new visits to your content.Do You Know How Search Engines Determine Rank?We surveyed 295 individuals across the United States, asking the question “Do you know how search engines, like Google, rank the results you get after a search?” An astounding 48% of people answered “no.” As a marketer, you do not want to be in that 48%. If you do not evolve with SEO, you risk losing key business opportunities to maximize your brand awareness and generate leads. It is time to understand, strategize, and capitalize on invaluable SEO tactics — like blogging — that will propel your business into success in 2018 and beyond. Originally published May 28, 2018 7:00:00 AM, updated October 03 2019 Topics:
The few dabbles with this kind of data are intriguing. The chart next to this paragraph, which was put together by Sean Childers and is also in Carl’s piece, shows the chances of scoring from different parts of the field. It’s no surprise that the closer you are to the end zone, the better your chances of scoring are. But see that bow in the 40 percent range? Sean’s data — limited as it is — suggests that a team is just as likely to score from 50 yards outside the end zone in the middle of the field as it is from the sidelines 35 yards away. That’s actionable intelligence and confirms what I’ve gathered from years of experience — when you’re stuck on the sideline, bad things happen. (That’s why my advice to our defense against Great Britain was so focused on sideline strategy.)I would love to have other hunches of mine confirmed or disproved in this way. Am I justified in thinking that passes that “break the mark,”2Usually a defense tries to funnel offensive flow to one side of the field. Breaking the mark means that the offense is throwing passes to where the defense doesn’t want it to. no matter how small, have a cumulative effect of loosening up the defense, the way that Barcelona’s incessant tiki-taka style creates enough small cracks that eventually a big scoring opportunity emerges? It’s midway through the first half against Great Britain and they are scoring too easily. As a coach of the U.S. under-23 men’s Ultimate Frisbee team, I’d scouted the British team in an earlier game. Now, after watching the first 5 points of our semifinal match at this summer’s world championships, my fellow coaches and I gathered the team’s defensive line in a huddle: Their handlers are really comfortable throwing the around breaks, so let’s shift our marks to the backfield and make them throw the inside flick to a tight window. (For the 99 percent of you who didn’t get that: Basically, let’s position our defense in such a way that the only option for their throwers is a difficult forehand throw to a well-covered receiver.)The strategy happened to work: Deprived of easy, short passes, the British team began to take riskier and riskier long throws. Eventually, the percentages tilted in our favor, and we won by 3 points. We were on our way to a gold medal.That strategy, though, was basically put together on improvisation and a hunch. As my colleague Carl Bialik writes elsewhere on FiveThirtyEight, there isn’t much data in ultimate to help coaches like me.I can imagine a day, maybe at the 2025 world championships, when a brilliant coaching insight1And/or lucky guess. would emerge from a data set, displayed in a crisp chart on my iPad 12 (hologram edition). It would show which spots on the field the other team’s main throwers have trouble completing passes to. Another would reveal, say, that one of our players has a much higher completion rate along the forehand side than the backhand side. “Let’s run plays to that side of the field for him,” we, the brilliant coaches, would say.But having more data in my coaching arsenal is only the first step. Players don’t always absorb data-driven feedback easily.This isn’t unique to ultimate. Even in basketball, the players like Shane Battier who explicitly embrace analytics and can probably speak the language of usage rate and points per possession are rare.So coaches have to adjust their language. Players can better process “he doesn’t want to go right” than execute on “when positioned within 3 feet of the left elbow, your matchup’s shooting percentage decreases by 32 percentage points.” When I was playing top-level ultimate, I was much more effective on the field when the only thing running through my head was “screw these guys — let’s beat ’em.”But the job of a coach is to bridge the gap between a player’s lizard brain and the stat sheet. I’d love the challenge of having to translate analytics into simple language that gets my players out-performing, not over-thinking. Quick movement from FC Barcelona and Seattle Sockeye What about my intuition that after five or six passes, an offense is usually so tired that it’s better to try to score in one long pass than to continue grinding away 3 yards at a time? You may notice that those two hunches might actually be at odds with each other. This is why we need the data! Send in the nerds.CORRECTION (Dec. 16, 9:22 a.m.): An earlier version of this article incorrectly referred to Great Britain’s ultimate team as the English team throughout. Read more: Ultimate Frisbee Is In The Dark Ages Of Analytics — And It Wants To Escape
Dan Cohen AUTHOR Even with the momentum spurred by the two-year budget deal reached in the Senate Wednesday, Congress still needs to pass a continuing resolution (CR) by midnight to avoid the second partial government shutdown in three weeks. The Senate is expected to vote first on the plan that would lift the discretionary caps on defense and domestic spending by a total of $296 billion in fiscal 2018 and 2019, clearing it Thursday afternoon or evening, reported the Washington Post. The package also would include a CR and host of other provisions, including $89 billion in disaster relief and a suspension of the nation’s debt limit through March 1, 2019. The House then would have just hours to clear the measure before the midnight deadline.While passage is all but certain in the Senate, it’s not 100 percent clear where the votes will come from to put the bill over the top in the House. Opposition to the budget agreement from fiscal conservatives over the huge spending increases for domestic accounts means approval likely will require some level of Democratic support. But Democrats are unhappy the package fails to address President Trump’s move to end the Deferred Action for Childhood Arrivals program next month. At press time, it appeared that while Minority Leader Nancy Pelosi (D-Calif.) and a contingent of Democrats would oppose the budget deal unless they are able to secure a guaranteed vote on immigration legislation, some members of the party would back the legislation.Photo by the Architect of the Capitol
State Bank of India Chairperson Arundhati Bhattacharya.IANSPublic sector lender State Bank of India (SBI), in partnership with FTSE Russell, on Friday brought out a new index series at the London Stock Exchange to enable investors and market participants to track Indian bond movement, according to a PTI report.”We have teamed up with FTSE Russell to launch the FTSE- SBI Bond Index Series. This index will act as a key benchmark for Indian debt for foreign investors looking to invest in Indian debt market,” said the report quoting SBI Chairman Arundhati Bhattacharya.FTSE Russell is a global data and analytics provider. The FTSE SBI Bond Index Series “demonstrates SBI’s commitment to play befitting leadership role” in development of India’s bond market, the bank said in a statement.”This index is also an important enabler of India-focused funds and is expected to facilitate investment flows,” the bank said.SBI said that this initiative has been announced as a priority under the India UK financial partnership (IUKFP).Bhattacharya hoped that the launch would significantly contribute to development and broadening of the Indian bond market. The index series, SBI said, provides the global investor community and other market participants the tools they need to analyse India’s bond market.The launch follows the November 2015 visit of Prime Minister Narendra Modi to the UK when a letter of intent was signed between SBI and FTSE to jointly develop the new index tracking Indian fixed income securities.SBI shares ended lower on Friday’s trade by 2.46 percent at Rs 261.90 per share on BSE.