Mediaboss Marketing

March 03, 2022

(Washington, DC) U.S. Senators Jeanne Shaheen (D-NH) and Ron Johnson (R-WI) Senate Foreign Relations Subcommittee on Europe and Regional Security Cooperation Chair and Ranking Member led a bipartisan group, including Senator Chris Murphy (D-CT), Majority Whip Dick Durbin (D-IL), Senator Roger Wicker (R-MS) and Senator Gary Peters (D-MI) on a resolution recognizing Bosnia and Herzegovinas 30th anniversary of independence, addressing the political situation and reaffirming U.S. support for the nations pro-democratic aspirations.

I appreciate the bipartisan support for this resolution, which not only celebrates Bosnia and Herzegovinas 30 years of independence, but reaffirms U.S. support for their pro-democratic aspirations. Bolstering democracy around the world has never been as critical as it is today as we watch the Ukrainian people in the fight of their lives for freedom and democracy, said Shaheen. This resolution sends a powerful message to our partners in Bosnia and Herzegovina that the U.S. is behind them as they work to uphold unity in their nation for the sake of a brighter and more prosperous future for their citizens.

I am happy to cosponsor this bipartisan resolution reaffirming U.S. support for Bosnia and Herzegovina on the 30th anniversary of its declaration of independence, said Johnson.

Im glad to join my colleagues on both sides of the aisle in recognizing thirty years of Bosnia and Herzegovinas independence. While Putin simultaneously wages war on Ukraine and cheers on separatists in Bosnia and Herzegovina threatening 26 years of fragile peace in the Balkans the United States is committed to supporting the countrys pro-democratic and anti-corruption reforms, said Murphy.

The Bosnian people paid a terrible price in the breakup of the former Yugoslavia, said Durbin. After so much bloodshed and suffering, we must not let spoilers undermine the hard fought peace the U.S. and others helped broker. I join my colleagues in introducing a bipartisan resolution to celebrate 30 years of independence and reiterate U.S support for their democracy.

I congratulate the people of Bosnia and Herzegovina on the 30th anniversary of their independence, said Wicker. As we have all been reminded recently, freedom and democracy are blessings that must continually be protected. The United States stands by the security, stability, and territorial integrity of Bosnia and Herzegovina, and we hope their leaders will continue to work for unity and to end corruption.

Im proud to stand with my colleagues on both sides of the aisle to recognize this significant milestone in Bosnia and Herzegovinas history, said Peters. For thirty years now, Bosnians have pursued a path of freedom and democracy and its essential we remain steadfast in our support of their efforts particularly given Russian aggression in Europe. In this moment, we must reaffirm our commitment to the principles of the Dayton Accords and to working alongside pro-democracy nations that seek peace and prosperity including Bosnia and Herzegovina, Albania and other Balkan nations.

In January, Shaheen and Johnson sent a letter to the State Department urging the Department to use all available measures to resolve the political crisis in Bosnia.

Text of the resolution is available here.

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Shaheen-Johnson Lead Bipartisan Resolution Recognizing Bosnia and Herzegovina's 30 Years of Independence & Support for Pro-Democratic Aspirations...

Effective marketing demands the skills to customize, humanize and repurpose content at scale using ... [+] AI.

Today, 82% of marketers actively use content marketing. Why is content king? Because it not only helps build brands and communicate both value propositions and brand values, it cultivates trust and converts interest into sales. High-quality contentand lots of itis not only good for business, its essential.

As content marketing guru Gary Vaynerchuck (Gary Vee) predicted, this decade has become a game of volume and targeting. Brands that can generate moreand more strategically targetedcontent will disproportionately pick up market share. Instead of trying to reach 10,000 people on one channel with one piece of content, Vaynerchuck recommends that marketers create 10 different pieces of content for 10 channels, each focused on reaching a specific group of 1,000 people in a way that will actually interest and engage them. The result is both more, and more effective, content.

Brands now need to create content frameworks that differentiate by platform and hone messages according to ideas that may already be resonating for target audiences on those channels. Social media video platforms such as Tik Tok and Instagram, compliance with the ADA, voice-search optimization and personalized content experiences are surfacing as key trends.

Happily, marketers can compete in this race for quality and quantity of content without a team of creators and an unlimited budget. The trick is to focus on creating better content and effectively repurposing it.

Optimize SEO and extend reach to new customers on a variety of platforms. Evergreen content can be expanded, updated with new data, upgraded with visuals, and translated into infographics, videos, animation, or e-book offers. Invite audiences to share their own experiences. These are not only SEO wins, they create better engagement.

The bad news is that good writing is scarce. In fact, companies waste $400 billion on bad writing each year in the U.S. alone, from ineffective social marketing and sales copy to poorly written internal communications. As a result, remedial writing training is costing over $3 billion a year.

The good news? Following a few simple rules can quickly improve the quality of written content and A.I. can handle most of the rest, from creating custom feed algorithms, predictive analytics and researching trends to effectively customizing and repurposing content.

In this episode of The Groove podcast, Kate Bradley Chernis, CEO and co-founder of Lately, shares the rules she has followed to nearly double sales conversions in her own company and to build Lately, a technology that uses A.I. to learn brand voices and turn long-form content like blogs, videos, and podcasts into dozens and even hundreds of pre-tested social posts.

A former marketing agency owner, Chernis tells me that the idea for Lately was born out of the strategic thinking (and smart approach to repurposing) that allowed her to produce an avalanche of content and achieve a 130% increase in ROI for the retailers content marketing program, year-over-year for three years.

Other inspiration for founding Lately came from Chernis experience as Music Director and on-air host at Sirius/XM. There she learned about the neuroscience of music and how the brain compares new songs to its own playlist. The brain searches for familiar touchpoints it can find in order to index that new song in the library of your brain, and its the same in writing, she explains. It's your job as the author to give your audience the familiar touchpoints that trigger nostalgia, memory, and trust.

Chernis insights into what drives emotional connection, combined with 25 years of national broadcast communications, brand-building, sales and marketing expertise, has helped make Lately a game-changer. Gary Vee needs no convincing. He has created an entire Twitter channel fueled 100% by Lately thats yielded a stunning 12,000 % increased engagement.

The starting point for all the content Lately generates is Katelys Writing Rules, which Chernis followed to grow her monthly recurring revenue by 240% in 12 months with no paid ads, and no cold calls or emails. As she explains, through these rules, Lately learns from me first, and then it learns from my brand, our 98% conversion, and then it learns from you and all of our other customers, and your best practices.

First, write like a boss. Avoid using weak words like I think or I feel, or minimizing the impact and authority of messages as just a note, or checking in so as not to impose. What I found, especially in venture capital meetings, is that, the moment I say I think something, I totally kill my authority, because I should know it, she says.

Avoid inviting your audience to check out a site or podcast in favor of a more purposeful CTA. Give the reader a specific reason to read more, watch, listen, or respond.

Read what you write out loud; if it feels awkward saying it, it feels awkward reading itand its a great way to catch mistakes.

Do unto others by always having compassion for your audience. Like us, they are busy, stressed humans; they dont enjoy getting cold emails or reading material that is not useful and to the point.

Listen to the other six of Katelys Writing Rules on the podcast, where we also explore how she puts her experience as a DJ to work by applying the neuroscience of music, and how, by delighting clients who then spread the word, a great product like Lately can serve as its own new marketing.

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Produce More Powerful Content With These 10 Rules And The Power Of AI - Forbes

What are the most popular websites, and how can overall usage trends help inform digital marketing strategies?

Its interesting to consider broader web consumption habits, and the team from SEMRush recently put a listing together on exactly this, showing the most visited websites in December 2021 for US users.

In general, there are no major surprises Google, YouTube, Facebook and Amazon lead the way (though interesting to note desktop versus mobile traffic share), while Wikipedia, Walmart, Instagram and ESPN were also up there.

But take a look at Reddit, which was ahead of most other social platforms in terms of traffic.

An important clarification here is that this is web traffic, not app use - which is why TikTok, for example, is lower than Pinterest. But its interesting to note how people are coming across content via web browsers, and how theyre searching for and accessing information across each site.

That could help you map out a more effective strategy to target these users. Knowing that 85% of YouTube.com traffic comes via desktop, for example, seems like a strong indicator of how users are coming to YouTube videos via Google search, which could help you plan your YouTube ads to align with this experience.

Reddits the same, with a lot of visitors accessing the platform on desktop, as well as Pinterest, which would suggest that theres a lot of desktop search activity for related products leading people to the app.

It requires more specific tailoring of your approach, but it could be another consideration, and its interesting to see how people are connecting to these sites via the web.

You can read the full December web traffic report from SEMRush here.

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A Look at the Most Visited Websites in the US - Social Media Today

Short-form video is the trend of the moment, and with attention spans reducing, and new engagement behaviors taking hold, particularly among younger demographics, it seems like short-form interaction is here to stay, which is why every platform is now following TikToks lead into the next phase of video connection.

But effective monetization of short-form video is hard.

Vine found this out the hard way while Vine was hugely popular at one stage, and kick-started the careers of many now well-known stars, Vines parent company Twitter could never work out how to generate significant revenue from Vine clips, because you cant insert pre or mid-roll ads into such short content. That, eventually, saw its biggest stars moving on to greener pastures, which eventually also forced Vine to shut down.

TikTok is well-aware of this, and its well-aware of the increased direct monetization potential on offer in other apps, which is a big part of why today TikTok has confirmed that all users will soon be able to upload 10 minute long videos in the app, a significant expansion on its current time limits.

As you can see in this alert, posted by social media expert Matt Navarra, many TikTok users are now being notified of an expansion in their upload capacity.

TikTok has since confirmed the full roll-out of the option (to TechCrunch):

Were always thinking about new ways to bring value to our community and enrich the TikTok experience. Last year, we introduced longer videos, giving our community more time to create and be entertained on TikTok. Today, were excited to start rolling out the ability to upload videos that are up to 10 minutes, which we hope would unleash even more creative possibilities for our creators around the world.

That previous expansion in video length came last August, with users given the option to upload 5 minute long clips.

Originally, TikToks time limit per clip was 15 seconds, before being extended to 60 seconds, then 3 minutes. Now, users will be able to upload much longer clips, which could actually have a big impact on how people consume content in the app, and in many ways, its a risky bet for TikTok, which has built its audience, thus far, on the back of short, pithy memes and responses.

Will users really welcome 10 minute long videos in their For You feed?

TikTok does, of course, also have longer live-streams which are displayed in the main feed, and those havent caused any engagement issues thus far, while some creators have also been able to post longer uploads for some time. So it does have some insight as to the potential impact of longer uploads on audience behaviors, while the Chinese version of TikTok, Douyin, has enabled 15 minute uploads for all users since 2019.

So its not going in blind here, TikTok does have some understanding of how users are likely to respond, and how to best present longer clips in-stream. But itll be interesting to see whether there is an impact on user behavior and interest, and whether TikTok can successfully extend user engagement in the app, which could lead to a much broader set of content and advertising options.

Which is the real push here. Again, given the challenges in monetizing short-form video content, its seemed inevitable that TikTok would eventually need to lean into longer form uploads in order to provide more direct monetization potential for creators. YouTube, for example, is looking to use its TikTok-like Shorts option as a supplementary content vehicle for its creators, so that they can then drive more interest in their main content feed, where they can make much more money from in-stream ads.

The potential for making real money from your uploads is far greater on YouTube, which brought in $28.8 billion in ad revenue last year, with around half of that going back to creators. TikTok has its $500 million creator fund, as well as tipping and donations, but those options dont come close to facilitating similar earnings capacity in this respect.

And TikToks already feeling the pressure. Last month, well-known video creator Hank Green posted a video in which he outlined how TikToks creator funding models are fundamentally flawed, and how, eventually, thatll likely lead to a creator revolt, as they seek a bigger slice of the revenue pie.

TikTok hasnt provided any public response to this, despite Greens video reaching almost a million views and sparking new questions about its longevity.

Maybe this, then, is TikToks answer, giving creators the capacity to actually generate direct revenue via longer clips, a direct monetization offering more in line with what theyll see on YouTube.

Will that work?

Time will tell, but again, Id have to see it to believe that TikTok users will actively and regularly engage with longer form clips.

Maybe they will, maybe this is the start of the next phase for TikTok, and that will be the thing that propels it to the next stage of growth, and the next billion users. But maybe not. Vine also tried expanding its video length, with no luck, and with TikTok also coming under scrutiny over the spread of misinformation in the app, particularly around the current Ukraine crisis, the expansion could also open up a range of new problems for the platform to deal with, on a scale that its not had to address in the past.

Which is likely why its taking a staged approach to the roll out but longer videos are coming, and youll soon see new trends starting to form around longer clips within the app. Whether you like it or not.

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TikTok Confirms that 10 Minute Video Uploads are Coming to All Users - Social Media Today

JNS.org Israeli Prime Minister Naftali Bennett said on Tuesday that the critical juncture regarding Irans nuclear program was at hand, and reiterated that the Jewish state would not be bound by any agreement reached in Vienna.

Speaking at a ceremony at the Mossad intelligence agencys Advanced Technologies and Innovation Event, attended by senior security officials, Bennett said, While one of our eyeslike the whole worldis on Kyiv, the other eye watches, tensely, at what is happening west of there, in Vienna.

For Israel, said the prime minister, There is no such thing as sunset, referring to the so-called sunset clauses of the 2015 Joint Comprehensive Plan of Action nuclear accord, lifting all restrictions on Irans nuclear program after a set number of years have elapsed. The sun will not set on Israels security and the well-being of its citizens, said Bennett.

Echoing past statements, Bennett reiterated that any agreement reached in Vienna between Iran and the world powers would not be binding on the Jewish state. And the datetwo and a half years from nowwhich allows Iran to assemble countless centrifuges, certainly does not bind us, he added.

Israels security establishment, he continued, faces many tests over the coming yearsas well as in the near future.

I wish we could leave them in the theoretical or experimental dimension only. But as it looks right now, your hands will be full. The bigmonumentaltask that lies on your shoulders is to prevent Iran from going nuclear. This is a task you have been dealing with for many years, but we seem to be approaching the moment of truth As far as I am concerned, youtogether with the IDF, of courseare the address. The mission is on you.

Returning to the subject of Russias invasion of Ukraine, Bennett said, As the world becomes, almost overnight, gloomy and dangerous, our appreciation of the importance of power and strength increases in us all.

A few hours flight from here, in Kyiv, the world order is undergoing a huge upheaval. From the beginning, the State of Israel has taken a measured and responsible approach, which allows us not only to protect our interests, but also to be useful. To be a reliable player, one of the few that can communicate directly with both parties, and assist as required. Indeed, helpquietly, said the prime minister.

On Tuesday morning, he noted, Israel had sent three planes full of humanitarian aid, mostly medicines, to Ukraine. More aid would be sent as needed, he said, adding, We are also preparing to provide humanitarian assistance on the ground and, of course, to facilitate the immigration of Jews, from all relevant places.

Bennett ended his address on a more optimistic note, saying, precisely when it seems that the world is going in worrying directions, the State of Israel is on a straight path and ascending. In every dimension, the last year is a year of leaps and bounds: in economic growth, security, political stability and our determination to unite Israeli society, calm the discourse and find unification and not division. Therein lies our true resilience, there lies our strength. And we will need it.

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Bennett: We Have Reached 'Moment of Truth' on Iran Nuclear Program - Algemeiner