2016 has arrived, it’s time to take stock of what worked and what didn’t in 2015, and then decide where to spend your time and money throughout 2016.We recently shared infographics about how video marketing and User Generated Content (UGC) were expected to continue their huge growth, and they are both predicted to be hot in 2016 by ZenContent. Find out what else is tipped to make the difference in 2016 in their infographic below.
Why you should use blogging as a marketing tactic.
In fact, about 70% of the traffic each month on this very blog comes
from posts that weren’t published in the current month. They come from
old posts. Same goes for the leads generated in a current month — about
90% of the leads we generate every month come from blog posts that were
published in previous months. Sometimes years ago.
We call these types of blog posts “compounding” posts. Not every blog
post will fit into this category, but the more evergreen blog posts you
write, the more likely it is that you’ll land on one of those
compounding blog posts. In our own research, we’ve found that about 1 in every 10 blog posts end up being compounding blog posts.
1) It Helps Drive Traffic to Your Website.Raise your hand if you want more website visitors. Yeah, me too. Now think about the ways people find your website:
- They could type your name right in to their browser, but that’s an audience you already have. They know who you are, you’re on their radar, and that doesn’t help you get more traffic on top of what you’re already getting.
- You could pay for traffic by buying an email list (don’t you dare!), blasting them, and hoping some people open and click through on the emails. But that’s expensive and, you know, illegal.
- You could pay for traffic by placing tons of paid ads, which isn’t illegal, but still quite expensive. And the second you run out of money, your traffic stops coming, too.
Just like every blog post you write is another indexed page, each post is a new opportunity to generate new leads. The way this works is really simple: Just add a lead-generating call-to-action to every blog post. Often, these calls-to-action lead to things like free ebooks, free whitepapers, free fact sheets, free webinars, free trials … basically, any content asset for which someone would be willing to exchange their information. To be super clear for anyone unfamiliar with how traffic-to-lead conversions work, it’s as simple as this:
- Visitor comes to website
- Visitor sees call-to-action for a free offer
- Visitor clicks call-to-action and gets to a landing page, which contains a form for them to fill in with their information
- Visitor fills out form, submits information, and receives the free offer
Can you imagine the impact of sending an educational blog post you wrote to clear things up for a confused customer? Or how many more deals a salesperson could close if their leads discovered blog content written by their salesperson? “Establishing authority” is a fluffy metric — certainly not as concrete as traffic and leads, but it’s pretty powerful stuff. And if you need to tie the impact of blogging to a less fluffy metric, consider measuring it the same way you measure sales enablement. Because at the end of the day, that’s what many of your blog posts are. Think about the sales enablement opportunities blogging presents:
- If prospects find answers to their common questions via blog posts written by people at your company, they’re much more likely to come into the sales process trusting what you have to say because you’ve helped them in the past — even before they were interested in purchasing anything from you.
- Prospects that have been reading your blog posts will typically enter the sales process more educated on your place in the market, your industry, and what you have to offer. That makes for a far more productive sales conversation than one held between two relative strangers.
- Salespeople who encounter specific questions that require in-depth explanation or a documented answer can pull from an archive of blog posts. Not only do these blog posts help move the sales process along more swiftly than if a sales rep had to create the assets from scratch, but the salesperson is further positioned as a helpful resource to their prospect.
4) It Drives Long-Term Results.You know what would be cool? If any of the following things helped you drive site traffic and generate new leads:
- Trip to Hawaii
- Going to the gym
For instance, I love to use our blog to test out big campaigns on the cheap — before we invest a lot of money and time into their creation. I also love to use our blog to help understand our persona better. And while this shouldn’t be their primary use, blogs also become great outlets through with marketers can communicate other PR-type important information — things like product releases or event information. It’s certainly easier to get attention for more company-focused initiatives if you’ve built up your own audience on your own property, as opposed to pitching your story to journalists and hoping one of them bites. These are all great side effects or uses of a business blog, but they’re secondary benefits to me. If you’re looking to start a business blog or get more investment for one you’ve already started, the reasons above are a great place to start arguing your case. http://blog.hubspot.com/marketing/the-benefits-of-business-blogging-ht
In the pyramid of factors affecting exposure, one of the core elements is shutter speed. Each factor comes with its idiosyncracies and shutter speed is no exception. Just as the ISO and aperture can make or break a photo, shutter speed plays an essential role in the resulting image.
What is Shutter Speed?
On all DSLRs (and many mirrorless cameras) with a mechanical shutter, there is a shutter curtain right in front of the sensor. This curtain opens and closes with each picture taken. When the shutter curtain is open, light reaches the sensor, creating the image. Shutter speed is basically the amount of time for which the curtain remains open.
The Shutter Speed Range
Setting your camera to default mode (not Bulb) will allow you to record a shutter speed of up to 30 seconds. The shortest possible shutter speed depends on the camera model and it ranges from 1/1000 to 1/8000 of a second. The shorter the shutter speed, the less light will reach the sensor.
|Photo by Ryan McKee|
If you want shutter speeds longer than 30 seconds, you’ll have to use the Bulb mode on the camera (often marked with just a “B”). This lets you set some extremely long exposures. The only downside is that you’ll have to keep the shutter release button pressed all the way down for the duration you want your exposure to be. This will introduce shake if you do it on the camera itself, but it’s really easy if you use a remote shutter cable. Obviously, you’ll need a tripod to do this.
The Effects of Different Shutter Speeds
Shutter speed is one of the main factors affecting image sharpness. Motion is just about inevitable. Sometimes the issue may be a shaky hand because you’re not using a tripod and many times the motion is the fault of your subject. Fast shutter speeds will take care of that as the faster the shutter speed is, the sharper the image is going to be. Because faster shutter speeds freeze motion, they can even be used creatively for a vast range of scenarios. Bullet time photos, for example, are done with fast shutter speeds.
|Photo by Max Schrader|
You can use a slower shutter speed to intentionally add motion to a photo. Use slower shutter speeds to add motion blur, do panning, create light painting images, track star trails, and so forth. When using longer shutter speeds, everything that moves will gradually leave a trace of light (or shadow) in the image.
|Photo by darkday|
When shooting landscapes on tripods, especially with full frame cameras, keep in mind that the mirror flipping up before the shutter is released often creates some vibration that can affect the sharpness of the photo. When possible, use mirror lockup which will raise the mirror before releasing the shutter curtain. The time between raising the mirror and releasing the curtain is longer, thus eliminating the vibration.
The Shutter Speed vs. Focal Length Rule Of Thumb
As mentioned earlier, longer shutter speeds are prone to producing blurry images due to movement. Fortunately, you can easily remember a simple rule-of-thumb for making your photos as sharp as possible: double the focal length to determine the minimum shutter speed that should accompany it. So if you are using a 100mm lens, then the minimal shutter speed of your hand-held would 1/200th of a second. If the lens has a built-in stabilizer, then it’s best to set the minimum at half of the focal length. This being the case, a 100mm image stabilized lens would put the recommended minimum shutter speed at around 1/50th of a second.
|Photo by Giuseppe Milo|
Shutter Curtain Actuations
The shutter assembly is the one thing that wears down with usage. After a certain number of shots, it can fail and need replacing. This applies to every camera with a shutter curtain. For the entry level DSLRs, the shutter is rated for around 100,000 actuations. Midrange cameras and most of the professional-grade cameras are rated for about 150,000 shutter actuations while the highest grade cameras (Canon 1Dx, Nikon 4Ds, Canon 7D Mark II, and so on) are rated for around 200,000 actuations. When the shutter fails, it doesn’t mean that your camera is dead – the shutter just has to be replaced. This usually costs much less than buying a new camera.