If you tuned in before you would know… My quest is to uncover what it takes to build the ultimate local blog. I want to attract a pretty hefty amount of local traffic by publishing information that people can use, and actually want to read. I want it to stand out, and compete popular publishers in the area. I want readers to return regularly, or even subscribe to the RSS feed if that is their thing. I’m not sure how many people around here actually subscribe to feeds, but most of them use email. Those email addresses are gold. The content must be credible to gain subscribers.
But what is local? I live in Houston. My natural instinct first tells me to go for the gold and target the whole city. There are 7.5 million people in the Houston metropolitan area… That is a massive amount of people and an ocean of information to cover. That sounds wonderful, but if I want make a truly local site, tackling a city of this size with one web site could be counter-productive.
The competition is fierce and search engines are saturated. With a fresh domain and only a few nuggets of content to start with, I’m going to need a lot of time and a hefty amount of promotion/content to get it ranking high enough to pull steady traffic… Plus, the larger the area you try to cover, the less relevant the articles will be for certain visitors. They will probably not care about the new mixed-use development opening 40 minutes across the city, or the hot new mall being built on the east side of town that they may never visit.
Old media takes a shotgun approach. New media zeros-in on an area or a niche. In the case of a local blog, we are targeting a geographic area small enough to be relevant to everyone it targets. Focusing on a smaller area has quite a few advantages. You can be certain that although you may want cover many topics, they will all hold some kind of relevance to your readers due to the fact they are close by. This opens up many doors. If I feel like the locals want to hear about sports in the area, I can cover it. If I have want to feature a story about a local restaurant, that is fine also. I want to zero-in on an area smaller than the entire metro-area of Houston, yet large enough to have decent-sized number of potential visitors. I need to be sure an audience exists before targeting it.
Most cities can be broken down into specific regions that are widely accepted. Whether it be the name of a suburban city, a major corridor, a county or simply a side of town (like the Northwest area). The lines have already been drawn by the public. I just need to decide on whether I will fall in line with the accepted “areas” or draw my own boundaries. This all depends on the specific situation. What is good for me in Houston Texas may not be good for you in Colorado, California, or New York. If I were targeting a rural town, I may determine that I need to spread the focus out to surrounding towns also, to meet the audience-size and news requirements for my site.
Of course, some areas are more “close-knit” and active than others. The target population might be packed into a very small geographic area, like in a college town, or in the Northeast. You may even see an opportunity to target a single building or street if you live in a dense area. All you are looking to do is fill a void. The smaller you get, the more involved and dedicated your visitor base may get. Imagine if you found a website that was dedicated only to your specific neighborhood, condo, or apartment building. You would most likely take special note of it. You may not even think twice to give out your email address for updates. The content is so local, it can’t be denied.
Avoid the tendency to shotgun the city. This is hard to do if you like to think big. What happens if you want to grow past that area? What then? Strike that fear by remembering there are more domains in the sea, and you can duplicate the effort if the need arises. But right now, think about the needs of your audience. They appreciate local, and will take note of a site with dedication to their backyard. Backfence was too much too soon. The perception wasn’t personal enough to rally an audience. It also relied on user-generated content, which is not really to goal of starting a local blog. I’m not interested in a site that is clearly set up to be some “national network” destined to fail. If the site is clearly set up to cover MY area and dedicated to it, I know it is the real deal. My audience will too.
Let me know your thoughts on this. How local should you go?
Gloves that translate sign language in real time
(BUSINESS MARKETING) A new wearable tech translates American Sign Language into audible English in real time.
Advancements in technology never cease to amaze. The same is true right this moment as a new technology has been released that helps translate American Sign Language (ASL) signs into spoken English in real time.
This technology comes in the form of a hand glove – similar looking on the front side to what one would wear in the winter, but much more advanced when in view of the palm. The palm side of the glove contains sensors on the wearer to identify each word, phrase, or letter that they form via ASL, and is then translated into audible English via an app that coincides with the glove.
This is all done in real time and allows for instant communication without the need for a human translator. The signals are translated at a rate of one word per second.
The project was developed by scientists at UCLA. “Our hope is that this opens up an easy way for people who use sign language to communicate directly with non-signers without needing someone else to translate for them,” said lead researcher Jun Chen.
The hope is to make communication easier for those who rely on ASL, and to help those unfamiliar with ASL adapt to the signs. It is thought that between 250,000 and 500,000 people in the United States use ASL. As of now, the glove does not translate British Sign Language – the other form a sign language that utilizes English.
According to CNN, the researchers also added adhesive sensors to the faces of people used to test the device — between their eyebrows and on one side of their mouths — to capture facial expressions that are a part of American Sign Language. However, this facet of the technology is not loved by all.
“The tech is redundant because deaf signers already make extensive use of text-to-speech or text translation software on their phones, or simply write with pen and paper, or even gesture clearly,” said Gabrielle Hodge, a deaf post-doctoral researcher from the Deafness Cognition and Language Research Centre (DCAL) at University College London. “There is nothing wrong with these forms of communication.”
What are your thoughts on this advancement? Comment below!
Stand out with video as part of your resume (but be careful)
(MARKETING) This new tool helps you stand out in the job market, as video now dominates – so it’s possible to use this to your advantage (with caution).
In the midst of a pandemic, people are finding themselves thrust back into the job market sooner than expected due to mass company layoffs or underemployment as a freelancer. Fields are oversaturated and jobs are sparse so it can be hard to stand out in today’s job market.
Although standing out in the job market is hardly a new problem, that doesn’t mean it couldn’t use some new and creative solutions. One company, VCV.ME has designed a tool to help you get creative and stand out from your competition.
VCV.ME turns your traditional resume into a video à la Instagram stories.
The process is simple. You answer a few questions and upload a video of yourself then the tool will provide you with a sharable link.
VCV Founder and CEO, Arik Akverdian, believes that video is the future saying, “Video will represent 80% of all internet traffic by 2021 according to Cisco, and according to eMarketer 94.1% of millennial internet users were streaming digital video in 2019. With growing demand for video social media such as TikTok, Snapchat, Instagram stories, and others, we’re bringing the short video format to the job market.”
There are some obvious limitations to using this tool in your job hunt.
First, not all employers will take videos as part of an application both for technical and legal reasons.
On the technical side, many automated tracking systems are not designed to filter that kind of file, so there may not even be an opportunity to showcase it. That’s not to say there aren’t some work-arounds. Many job applications will have a place for applicants to link to their portfolio or websites. An alternate option for this tool could be to place the video introduction on your website.
Another problem with the tool is how it exposes candidates and hiring managers to bias.
As more companies work to remove bias from their hiring practices and hire more diverse candidates, a video intro just won’t fly. Some companies have removed names and even alma maters from their applicants in order to make more unbiased hiring decisions. A video introduction would expose many characteristics that people have conscious and subconscious biases towards such as race, gender, age, and ethnicity.
Although VCV.ME’s intentions are to help candidates stand out in the job market, it’s worth questioning whether they would be standing out for the right reasons, so tread carefully.
Why should you take Facebook’s ‘Summer of Support’ courses
(BUSINESS MARKETING) Every company can use a little marketing advice, well Facebook has partnered with big companies to give you some free digital marketing courses.
Our world has turned into a place of upheaval and unrest and we are continuously surrounded by more and more evidence of it. One thing that the majority of us are constantly seeing is announcements from companies. Some of those are about closing hours, but others are more helpful. As they all attempt to get used to this new world that COVID-19 has created we begin to see some different tactics. Some are only politically motivated, but others are more focused on helping out their communities.
Earlier this week Facebook announced that they will be putting on a six-week digital marketing education series. This series will be an extensive collection of videos with a full in depth set of courses that will cover a large amount of topics. The company has put together a cast of renowned entrepreneurs for the presenters as well.
The topics will be done in themed weeks starting on June 24th, and running through the month of July. They include categories such “The Changing World” & “Resilience”. Focusing primarily on the world that is here and now, with recommendations on how to adapt to it. With this world in a constant state of flux the push for adapting to change and staying in front of the tide is crucial for a small business.
The next two courses will be going forward with discussing “Reinvention” & “Re-Emergence”. Encouraging struggling companies to take a serious look at their potential for moving forward, or changing the things that they can to stay more on top of their client base. They also plan on attacking the confusing world that we will have when things get closer to normal.
The last two weeks are focused on community and customer care, which is actually their names as well: “Customers & Commerce” & “Community”. These will help develop a sense of how your business affects your community and the impact you have on it. Keeping that in mind you can then develop a plan for how you want your community to see you and shape things within it.
These courses are all set up for free and open to anyone. With a completely online set up with their new “Summer of Support” mini-site they are prepped to reach millions of people. They’ve organized this with a range of partners as well: Dell, PayPal, American Express, & Small Business Roundtable. A helping hand for people who wouldn’t currently be able to source things like this.
Idea: Color-coded face masks as the new social contract to combat COVID-19
New company beats Amazon with next morning delivery?
Gloves that translate sign language in real time
What to do when you can’t find your passion and you’re feeling lost
Google plans to pay publishers for content (a little too late)?
HEROES Act could increase unemployment stimulus benefits, add return to work bonus
LinkedIn: New retargeting options expand your marketing efforts
A closer look at the HEROES act, and who stands to benefit the most
The future of quantum computing is “Azure” bright and you can try it
The Apple Watch isn’t just a way to ignore calls, it could save your life
Anti-surveillance mask – creepy, ingenious, or potentially illegal?
Amy’s Ice Cream founder on Austin’s business risks and rewards #WhyAustin
Turns out a lot of people are in between introverted and extroverted
P. Terry’s founder on the booming economy in Austin #WhyAustin
Ladies and gentlemen, the U.S. National Anthem
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