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How a Website Can Help a Business

 in our mini-series learning web design from scratch this video is going to be all about how a website can help a business I'm gonna be using some cutting-edge technology the classic whiteboard to show you guys how it all fits together so in the last video and I'll link it in the description we covered how to learn coding from scratch how to get up to speed on HTML and CSS now we need to start figuring out how we can use that skill set to help a business so just because we know how to make a website just because we know some coding doesn't necessarily mean we can help a business we also have to have additional skill sets we got to know how business operates we got to know how they get new clients new sales and where we might be able to help them do that using a website for us to become a great web designer we not only have to understand web design we also got understand business and sales so for today's video I've broken that into three general sections we got visibility creating action and then our end results I'm gonna break each of these down in detail show you exactly what they mean and get those concepts really nailed in so you can start putting this to use right away first up visibility hugely important concept we can build the best website in the world but if nobody's using it it's going to be totally pointless so whenever we look at a potential client whenever we pitch our services we got to make sure that it's gonna be part of some larger Sales System it's not just gonna be the website there's got to be some way to get people onto that website and start putting it into use think of this like building a racing car you build a best racing car in the world you give it to somebody but they never put a driver in it they never put it on the track it's never gonna win any records it's never gonna get any results just like a website if we hand that off to a business or a person and they just have nobody on there nobody using it nobody's seeing the content that you've produced it's never going to get any results for them no matter what the price is it's gonna be a complete waste of time and money so when we look for potential clients when potential clients approach us we have to make sure that this website's going to be part of some sort of marketing sales system we can either create that further and I'm going to show you some options or they already have something in place if they want us to create it if they don't have anything at the moment there's a few things that we can do so we can do SEO we can make this website over time show up higher on Google search results so that more people will come across it true natural searches true Google if they really want some fast results and they have the money to spend on it we can also do AdWords we can set up an AdWords system so that when people search on Google our different search engines our results our website comes up at the very top but that actually isn't always necessary sometimes businesses have their own marketing systems maybe they rent out billboard space maybe live ads in the radio they might have a TV commercial there might be in the newspaper maybe they have a lot of trucks that drive around with their website printed on the side they might have some way of just naturally driving customers to a website that doesn't have to do with Google it doesn't have to do with search results and that's completely fine also they could have really good word-of-mouth a lot of people might really like this business they start sharing it naturally start talking about it telling their friends hey check out this website check out this business another way could be that the business is linked from a lot of different websites so Martin show up on Google so well but it's talked about in a lot of different places maybe it's on a lot of forums maybe it's some some other directory websites maybe it's just linked from a few Authority websites and this is a way that they could be getting a lot of traffic a lot of users naturally of course as well you've got social media this could be something that's shared a lot on Facebook on Instagram on Twitter or it could also be that they're running ads on those platforms as well but in either case it could be that this website's getting a lot of users not from Google not from other websites but just off social media you'll see that a lot nowadays with certain sorts of products certain sorts of services the final one that I've listed is material so maybe this company has produced something that's out in the real world that helps bring people back to the website could be a t-shirt with the website on it it could be a book could be pamphlets leaflets whatever now the important concept to understand is this has to already exist or it has to be something that they're willing to pay us to create has to be one or the other or maybe even both but it definitely can't be neither nobody's visiting this website doesn't matter what we build doesn't matter how good it is it's just never gonna get any results so if a business who potentially wants a website if they don't have marketing out there in the real world if they're not renting billboards if they don't have you know t-shirts directing people back if they're not showing up on Google if people aren't talking about them if just nobody knows about this business nobody knows about the website then a long way investing in the website they also have to invest in a way for people to find that website they either have to pay you to set up SEO Adwords or to get you out there promoting it on social media or another websites but they can't expect from just having a good website to have people finding it and using it those are two different  things this is a really important concept to get into your mind from the very very beginning you need to work with businesses that are not only willing to invest in the website but are also making sure that people are actually going to get on there put it to use and hopefully potentially take some end-result action as well okay so once we've made sure that people are actually going to use this website we can start focusing on the website itself so we got this class magic wizard here which is gonna be you creating all this action from this amazing website that you're gonna build so this channel in general is gonna break down exactly how to achieve that using different formatting with your design using copywriting using certain images writing styles call-to-action different forms etc that's gonna be a much bigger topic that I'll cover in much detail but for now as an overview we need to realize that we have all these different people coming to the website for a certain reason and we need to start turning that into some form of action for these people to potentially take so how do we do this good question this is the skill set that you're gonna want to develop as a web designer a lot of web designers like to focus on design on coding on certain features of a website which is fine but to get those end results to really have this website producing the most that it can for your clients it really has to be built in such a way to turn all this potential energy into some sort of action to some sort of end result so there's certain ways you can set it up to certain things you can focus on that are really going to improve the chances of that happening that's why I've created this YouTube channel that's what I'm hoping to teach you over time is different ways to turn potential clients into actual sales actual results actual new customers new leads for the people that are paying you to design this website so your ability to do this the better you can do this the more people you can turn from just a casual browser on a web site into an actual paying customer for the person you're building the website for that's gonna justify your money your wages as a web designer the best web design is out there can capture as much people's attention as possible get them interested get them motivated to take some form of action and then turn that into an end result we're gonna cover those results in a second but that is the core skill set here that is what you should be working on your ability to make something that turns all these potential people at different stages of the buying cycle they might be highly interested they might be somewhat interested they might just be casually browsing trying to capture as much as you can educate these people inform them get their interest get them motivated get them having some form of desire and then turning that into an end action and end result so that's why I got this cool wizard character because I think this is a pretty cool skill set you can turn potential buyers into actual paying customers just true what you have in that website true great copywriting great design different images different layouts etc so pretty cool skill set to have when you see it done properly it's really really impressive and there's a lot of different things happening behind the scenes even on a very simple website that you might not realize so Third Point is the end result what does this all actually mean what are we actually working towards what does a client actually want to see from a great website so if you asked someone what main result would somebody want when they build a website for a business their probable answer is going to be more sales that's definitely the case no business is going to turn down more cash for but there's also a lot of other different goals that a business might be trying to get true having a better website I've listed a few here like getting better leads better sorts of customers maybe targeting a new niche that their business didn't target before maybe it's better productivity having a website with systems in place that can reduce the workload for their actual staff so a classic example is a better contact forum that grabs a lot of different information and then that saves people doing that later offline another thing could be they're trying to improve their company image maybe they're trying to look more prestige maybe they're trying to look more friendly maybe they're trying to break into a new market and they need to create that image from scratch whatever exactly their goals are they're gonna have some form of goals it's our job as a web designer to discover what these are discover how important each one is and then how we can produce that result using the website again our ability to do this is going to justify us charging you know quite a large amount because in return they're getting so much more if they're getting this huge amount of value from the work that we produce this is what separates great web designers who make a lot of money from people who really struggle to sell their services to get new clients to get the word out there the difference is one group of people are making a website that produces an end result that has a huge impact for the business at har ism the other people are just designing websites that look kind of cool but they're not thinking about this bigger picture stuff and there's no real great end result from their work of course it's hard to charge money when there's just nothing in return for the people who are potentially gonna hire you one last concept to keep in mind is a website not only increases certain things but it also reduces other things that a client might want to just cut down on or remove altogether things like waste of time maybe they're always telling clients certain information that could be on the website instead if their services their location their opening hours have certain things work about their product or their service maybe they're getting the wrong clients reaching out and contacting them people who they just can't cater to people they can't help the good websites going to reduce those clients even thinking that this business is suitable and things like repetitive tasks what we just talked about a few moments ago getting information from the website that reduces people doing an offline or having content or systems on the website that reduces action elsewhere for that business guys here's the cool thing if you can get this in your mind if you can start putting this to use from the very beginning you're going to explode your business as a web designer businesses want to work with people to understand these concepts who can produce real end results and not just a website that looks cool but does nothing keep this in mind REE watch this video if you need to from the very very beginning as you learn web design you need to also start  understanding how a website can really help a business and how it links into other parts of their sales system guys thanks for watching this one hopefully it wasn't too advanced any questions any comments suggestions feedback leave them in the comments below I will write back to you hit subscribe if you want I'm gonna have a lot more content on this coming up soon I'm gonna take you from complete beginner stages the whole way up making your fresh sale starting to grow your web design business thanks for watching 

How to Make a website for FREE

 For those of you who wished you had your own stunning, professional-looking website or have one that doesn't really thrill you, I'm going to show you where and how you can create one for free at Wix.com. Wix has an amazing tool that fills it for you automatically it's called their 'artificial design intelligence'. In addition Wix allows you to edit any of your website's sections with its intuitive drag-and-drop editor, and other built-in features using Wix makes building an awesome-looking website simple easy and fun. Go to their website at Wix.com. You can create a website for free, or upgrade to a premium version. But with the free version, you get pretty much everything you need to begin. Click start now, if you're new to Wix you'll need to sign up. Type in your email then type in a password The first page asks what kind of website you want to create. for this example I'll build a website for an online consulting company, so I'll click business you can build your website two different ways one is with the Wix editor which is a great drag-and-drop editor, or we can work with Wix ADI. ADI is wix's artificial design intelligence. I suggest starting with ADI, since it does most of the 'heavy lifting' automatically and then edit your site in the Wix editor later. Adi works by asking us a bunch of different questions. For example, it asks what kind of business do you want to create a website for. I'll type in consulting Wix automatically populates a list of types of consulting companies I'll click consulting firm, then click next. It then asks does your website need one of the following features. If your website doesn't need any of them just click skip or next you can always add any of them later if you want next we'll type in the name of our business. I'll type in James consulting and click next. Then it asks you where your business is located. You can skip it or type in its address and click next. ADI is gathering existing information about your company on the internet so for example if you already have a public Facebook site it'll scroll that site and add your information however since this is a fictional site, we'll skip this section next it asks us to check our company's info if you want to upload a photo, just click on this icon or we can add it later. I'll add our company's email address and phone number. Then, click next. Now the ADI software is putting all of our information together and is starting to build our site. Next, we'll pick a theme or general look for our site. For now I'll click classic, and then click continue ADI will begin to create your website's initial design section by section, so just sit back and relax. The purple dot is ADI's eyes cursor and is automated it found some high resolution images and text on the internet that applies to the type of company your website represents keep in mind you can replace your images and text at any time in the Wix editor for now it's just showing you how your website will look overall I'll click this button on the lower right which opens this list of options that will guide you to create your full web site. let's preview the site. Click preview at the top you'll notice that they installed a cool effect with the photo called parallax, you can change that or any other aspect of your website later if you want, after previewing it click the blue X button. If you want to change the entire website design just click the next line in the list. Adi asks you if you like it to choose a new design for you or if you'd like it to show you how to do it yourself I suggest to click show me how, because it's easier to change or reverse any changes that are made click site design the one that says customize is the classic theme that we already picked so for example if we click the elegant theme ADI automatically revises your design to reflect the elegant theme to preview it click keep it preview your site and preview at the top. As you can see it's a similar layout but with different text and colors if you want to go back to your first design click the blue X button to end the preview and change the entire website design click site design click the classic theme and just like that we're back to where we want to be we'll keep this next we have the option to change is the color theme  I'll click on the customize theme, and click here to open the color palettes. There are dozens to choose from for example, let's click this one immediately. It shows you how your website would look with this color palette. If you want to go back to the black white and gray palette that ADI originally chose for us, just click on that color bar and instantly it reverts back to that palette. I'll click keep it the next option allows you to change your website's fonts in this case since I like the fonts we already have I'll just skip this option if you want to change the layout of your sections, we'll click here and click show me how click on the section you'd like to change. Click this button to see the layout options. You can scroll on the left to check out your various layouts click on the one you like the best to see it apply to your website then click keep it. Next, we can edit the specific content of a section. Select a section and click edit. Here you can edit any of its info. For example, if we want to add a map location for our business, just check map and just like that, ADI instantly adds the map to our design. When you're done editing the content, click the button on the lower right and we're done with that section. If you want to add another section or page click the next two options. However since I don't want to add either of them, I'll skip them I'll click this button to end our edits. To see our website click publish to use the free Wix domain. Click publish and continue to view your new site click here. We've created a beautiful effective website in just about ten minutes or so. If you want to edit anything on your website, open back the Wix ADI page and click done. Click site on the top and click go to editor when this page opens, click go to the editor, which breaks out of the ADI technology. If for example we want to change this background, just click on it and click change strip background. Immediately, a panel pops up that gives you multiple choices of new backgrounds. You can also find an image or video by clicking the respective buttons here. When you click image, a page opens giving you options to find images from your computer, social images, free images from Wix and images from big stock. When you click video you can choose one from your computer or one for free from Wix. Just click on the category, and click on the thumbnail of the video to place it instantly into your website. click the X to close out of the window. If you want to change text no problem just click on the text click Edit text and edit it. To go to another section click pages home, and click another section to edit it. When you're done building your website click publish at the upper right, and click save Changes. You can either choose to upgrade to connect with your own branded domain or, connect with wix's free domain. If you want to view your site click view site. I hope this is giving you a good start to explore and have fun creating a website using Wix. If you have any questions, just contact Wix and they'll be happy to walk you through it.

10 reasons you need  a website

let's talk about the internet so literally everyone is on 

the internet all of the time it doesn't matter whether 

it's buying things learning a new skill watching TV 

making friends we can almost do anything on the internet 

nowadays so having an online presence on the Internet is 

almost a must if you want to get anywhere and 

unfortunately social media has become so noisy that it's 

become increasingly harder to actually make an impact and 

stand out online so how do we get around this how do we 

make an even bigger impact than the 2  billion people 

that have Facebook accounts how do you stand out online.

 easy create a website

  I make websites and I am here to tell you 10 reasons 

why you need one trust me this is good stuff so are you 

ready number one you can make a lot of money I make my 

full living online and my sister makes her full living 

online my best friend makes his full living online 

actually in fact my sister and my best friend are 

millionaires now because of the websites that they own 

and if you subscribe to me you'll probably hear more 

about that and that's not just a fluke a lot of people 

are making a lot of money online these days because like 

I said earlier we do a lot of things online and we also 

buy a lot of things online number two it's an opportunity 

to be creative so if money isn't your motivator that's 

just fine because building a website provides you with a 

creative space to show off your work and the process of 

building your website can be really creative too you can 

make animated buttons you can show off your photography 

you can even create color schemes and so much more the 

ways you can design your website are almost endless 

number three it serves as an amazing resume want to stand 

out at your next job or find a better one having a 

website can put you head and shoulders ahead of everyone 

else not only can it display your work in a fun and 

professional way but being tech savvy in today's world 

really means a lot and creating a website really shows 

that number four you can get professional email address 

I've got nothing against my gmail account but your name 

at your website com looks a heck of a lot better than 

your name at gmail.com or Yahoo or Outlook this 

professionalism can help you in all  sorts of ways 

including getting new clients all the way to looking good 

in front of your bank talking about your mortgage number 

five you can quit your nine-to-five job if you turn it 

into an online business not happy with your job cool 

neither was I that's why I started working online and I 

never looked back so you can control your income and your 

time and a website is the way to start number six it's an 

outlet to expand your growth on a hobby or a topic if you 

have a hobby or a topic that you really like a website is 

a way to grow your passion for that connect with others 

write blog posts document your experiences all of it can 

be done with a website number. you can become an 

influencer you can help people learn new skills like 

projects or cooking or automotive skills you can also 

help people lose weight or become a better gardener or 

become a better parent the list just goes on number eight 

you don't need expensive coding anymore back in the old 

days you'd have to be an Internet wizard to build a 

website but now with all the latest drag-and-drop 

technology it's never been easier number nine you do not 

need to pay a professional two to five thousand dollars 

to build your website it's actually incredibly cheap and 

I'll show you how to do it for less than twenty seven 

dollars if you watch some of my other videos last but not 

least number ten is because I'm gonna help you do it 

right no matter what type of website you want if you're 

watching my videos I'm gonna help you make it so here's 

just a few different types of websites that you can 

create personal websites blog websites ecommerce websites 

photography videography niche websites job boards 

nonprofits religious portfolio coupon auction podcasting 

affiliates the list just goes on so if you want .

You can create own website and earn money :comissions

Create your  perfect website for free and earn money

Create Perfect free  website here and earn money

Subscribe here. Tools promoting website free. earn money.

Jobs  for work at home

I wanted to share with you some professions that you can learn online and professions that allow you to work at home online in the past four years the online part of my income has started growing really really fast so I just wanted to share some ideas how you can do this too .I'm going to talk about professions that you can either start doing right now or take a two-three week or maybe like two month course online and start working profession number one translating what I thought about translating it's better to translate from English into your own language so for example if you're Spanish you can translate from English into Spanish because this is what's most in-demand because if you're a Spanish speaker it wouldn't be the best idea to translate from Spanish into English without proper like really good education unless you're bilingual but if you know good English if you're upper intermediate and with some help of the dictionary you would be able to translate into Spanish this is awesome a great website to look for different job postings is upward com and I went on up work and checked what are the jobs for Spanish speakers and you can find tasks that are worth 500 1000 dollars and imagine if you are from a poor country poorer compared to America what you make online is actually a lot of my translation translator selected profession number two or like task number two is to edit text again this is coming from my own experience if you're a native speaker if you speak English and you want to help other people like there are so many people studying English and using it every day who are not native speakers and there's so many emails being written in English with so many mistakes there are so many essays being written for American British Australian Canadian universities there is so many resumes being written in English and all of those people need help this is why we started fluent Express we're a native speaker instantly corrects your attacks in English and if you're a native speaker or like super advanced English language learner you can go ahead and sign up the email will be here this is Joe who managed his fluent Express and he would be able to unboard you if you're qualified enough again if you're an English native speaker so many jobs they can do online starting with teaching Chinese kids English for example because this is a huge market editing texts and just helping foreigners with their English just the converse practice English online activity number three software testing and this is something I found out about when I moved to Silicon Valley and the thing is with software testing you only need like maybe three or four months to learn it some people take a year but again it depends on how good you are with the computer but in order to start learning QA testing you just need to be good with computer know how to search internet know how to create folders you know know how to use word in Excel and people make so much money like this is a number one profession in Silicon Valley for those who don't have computer science education and want to do something with tech because the salaries are pretty high and again as I mentioned you can learn it pretty fast so for example there is this burden of computer school started by a fellow Russian he started at 20 years ago he actually moved to Silicon Valley in the 90s and realized this is something he could do and then he started doing it started a school they had more than a thousand students  from all over the world and they have different programs like the only loss only costs a thousand dollars and you learn everything about software testing they'll also help you with your resume and if you're here in Silicon Valley and we want to do it offline you pay forty five hundred dollars and you get the offline full time course and internship in a local company so you get work experience and I checked on Glassdoor and by the way Glassdoor is one of the best resources to find how much people are earning and QA engineer remote QA engineer so you can work from home makes sixty three thousand dollars a year which is again like if I were in Russia and I did this sixty-three thousand dollars we were like a lot of money I'm telling you a profession number four is a landing page designer there are so many small businesses out there and there are so many tools to create landing pages like Wix.com instagram. com page so you basically do not need to know how to code you just drag and drop things and I've done so many landing pages for língua trip when I first did it it took me like maybe two hours when I did it last time two weeks ago it took me thirty minutes because I know everything so once you master that skill you can just do you know till ending pagers the day and I checked out a web site called fiverr.com it started as a website where you could get any job done for five dollars but now they've transformed their idea a little self the prices range from $5 to you know hundreds and there are different postings of people who can create a landing page for you and the price ranges from $50 to $100 so again if you make like five landing pages per day you can make $500 again depends on your skills students on how much you like it and I think you need to have some of like taste for ux/ui the design how everything looks like then you just help people save their time and small businesses can concentrate on selling and you can help them create the website web designers the next profession the next skill copywriting if you love texts then listen carefully every business is now concentrated on creating content cuz content is King content is how you find clients content is how you educate them first there is a huge demand for good texts for different web sites in different languages like lingua trade was translated into six languages so we need tax in all of them there are Instagram bloggers and Instagram is this platform which started as a platform where you just post pictures and now is transforming to a platform where you post a picture and you have to give some content like you have to write a good text and give people some value and these stacks are not coming from nowhere they not just oh here's the text it's really a lot of effort like I'm not a writer and I would spend like maybe half an hour per Instagram post just for the text and there is an additional photo part so it takes a lot of time I would not be able to write all of the articles for a website so we constantly look for good copywriters and there are constantly thousands of companies out there looking for good copywriters and  Instagram bloggers like not every single blogger can write good texts well Kinsey copywriter the next video editor somebody who I started to look for maybe when I was six months into YouTube because first again I had no  education in view at nothing I just filmed a video with my  iPhone took my iPhone open the iMovie and try to crop it and you know what try and do a video in iMovie it comes out so good the the program is really the the soft is really easy if really easy to understand really easy to work at home with and then you get magic so there's so many people who are starting YouTube blogs and professional video companies charge oh my god I just realized they charge like fifteen thousand dollars per video you don't have to do that although if you're professional you can totally go that way but if you just want some freelance income and wanna help people edit some videos like beginner YouTube bloggers fifteen dollars an hour twenty dollars an hour on average it takes like five to six hours to edit a video again you're gonna work on create your portfolio and you know another thing for everyone doesn't matter what job you're looking at start with creating a portfolio on some of the websites and you can do some jobs for free maybe you have clients maybe you don't maybe you're just studying out do some jobs for free like for a review so you can get a five star rating maybe like three or four of them and then organic orders will start coming in some of the soft for video editing that I would advise iMovie then Adobe Premiere and Sony Vegas this is what we youtubers use a lot the next photo editing I just found  this blogger millions of subscribers he teaches you how to edit photos so they can look really really good so all you need to start photo edit you can actually start with the easiest soft like that is free vsco Lightroom is free for for the iPhone what else there you Snapseed all of the apps and again there are so many Instagram bloggers there are so many companies that are starting Instagram and if you would help them make it look more professional better with a better layout better colouring they would hire you a hundred percent so again you can start experimenting with your own Instagram because I guess Instagram would be the platform where you would sell your services and I would advise you to make your Instagram look good and then try to DM but on Instagram reach out to them and say hey this isn't how my profile looks like I see that you're trying to sell through Instagram but your photos are not really well don't say that tell them you can improve their performance by 30 or 40 percent and you're willing to do  it for free for a week again you're doing this review and for your experience and then you will just start collecting money basically 30% of our employees of my team came from this kind of thing when they just reach out on social media helped me for free and I realize they're really good and I just hire them so this is my advice for you on how to make the first steps I use the magic of photo editing software if you realize that a photo editing you love it video editing you love it maybe blogging is something you would love to do and vlogging is this thing that doesn't have a limit so on all of the other jobs that I'm mentioning here yes you are limited by your time but your skills etc with YouTube once you post a video it can go viral and you can get millions of views so there is no limit one of my friends yeah 700,000 followers on his YouTube channel and his videos get over a million views every time you post some of his videos get like 50 million views he does kids content and he makes $40,000 a month it lives a happy life it pays a lot of taxes though and yeah enjoys his life in Florida and does really nothing like two videos a month he understands that this is not a job that he could maintain throughout his life but this is a great source of income he's in his 30s then enjoys life makes some savings speaking of pimples let's roll so if you have this urge to talk about something don't postpone like the best time to start is now take out your phone and start recording boast a couple of videos you don't have to start making income straight away like I got  my first hundred dollar check from YouTube when I was six months into my Russian Channel and I had like 10,000  followers it wouldn't start coming in really fast but once you start growing the checks will be bigger and bigger but you cannot start blogging just for the sake of making money cuz you know gonna love it but if you love to talk go ahead YouTube is the best platform you can also start at Instagram it pay for the views but again you can sell stuff through Instagram later or get paid ads see your library another job that requires no education at all just basic knowledge of computer and research skills some things that I've used a lot called virtual assistant back in 2015 when we just came to Silicon Valley and decided to start fundraising we needed a list of investors who invested in education so I went to an upwork.com looked for virtual assistants found that girl in Thailand who charged I don't remember but was like five dollars a per hour and she walked for ten hours I paid her $50 she came up with a list of sixteen masters who were really happy and I also realized that if I hired somebody in California in California the minimum wage per hour is fifteen dollars I would have paid a lot a lot more and this is why so many people in America outsource the tasks outsourcing college it's a brilliant idea because they pay less but at the same time when you're in a country with lower income you make so much money actually you make a lot more that you would have made if you worked offline in a you know regular 9:06 job by the way for all of the jobs that are mentioned here you don't have to quit your job you do your 906 or sorry either your 9:00 to 5:00 come back home eat your dinner and dedicate a couple more hours to something that you're really passionate about something that you love and something that might transform your life and create a whole new career for you assistant yeah virtual okay and the last but not the least something really particular something that is not really widely spoken about I picked this idea from  one of my favorite bloggers you got your perspective and I realized I've actually done it already this is called like starting a small a  based or what he's just doing if you live in a country with garage sales like America has a lot of garage sales you go  there people sell their things like one or two dollars and they are worth a lot more I'll tell you my story 2015 we moved to Mountain View we had $2,000 for everything we had a one-bedroom apartment three people and I had to buy all the furniture like everything for apartment for $2,000 soand on a garage sale and people were selling like all the kitchen utensils for one or two dollars I got a lot of them brought them home and then in six months we needed to move out and we went back to Russia so I started selling all of that stuff and actually sold then with a markup like fifty one-hundred percent markup and this is what you can do so Gary does this serious way he just goes on Saturday buys a lot of stuff and then resells it on eBay and he says you can make like 500 1000 extra dollars a week I heard it garage sales said that was it from you guys I hope you enjoyed this content if this was useful for you and you think you're gonna apply some of the device in your real life please please please like this video leave a comment below if you've ever tried a freelance job and what it was because maybe it will be a great idea for my next video so your freelance so waiting for your comments if you're not says yes subscribe to this channel hit subscribe and again all you need to start is your computer maybe your phone sometime one or two hours and most important desire to make more money to live a better life and to do more cool stuff so you have everything now go ahead and start  working. 

Story of Content Marketing

If you look in your email inbox, you look at Facebook, you look at Twitter, you look at Pinterest, you look at Instagram, you look at any of that you will see like literally adjacent, here's something from a company. And then here's something from your mom.There's been too much content forever, AwesomeContentCode . You know, since Gutenberg invented the printing press,there's been people who haven't had the time to read the Bible, right? So content marketing is simply a, you know, it's a nice term. And lots of people consultants go around saying, Oh,look, I know what this is. But it's been hot and important, and impactful and effective for over a century now.It's like, Whoa, somebody in the market who isn't just shouting about their products, they're actually doing some cool stuff for their, for their customers. Well,you might be surprised to hear that Ithink it's very powerful. Right?Soit's, it's one of those things that I think is really, you know, Seth Godin has said that content is really the only marketing that's left. And I absolutely believe that it's, it's really the only way that a business going forward is going to differentiate itself in a very crazy, noisy marketplace.But until you get to the real heart of it, which is where is the customer, what's the customer involved in, and what's the customer get out of this? I think it's essentially kind of a,who cares?Right now, while we sit in this meeting, mass selling using all the spectacular resources of sound pictures, and animated cartoons in color is helping to sell great masses of people in the way they like to be sold.brands and branding are really an artifact of the 1960s 70s and 80s. That's when we had big mass media, television dominated everything, family all gathered around and evening watch TV advertising came on. And what we did is we created commonality, in other words, the family next door, so the same television commercials that I saw,that's where you found out about new products or services in the marketplace, that's where you found out about new brands that might be great for your home, or great for your car, whatever.So marketing for a long time has been about interruption. You know, I have to interrupt your day, by putting on a television commercial when you're watching the game, or watching your favorite drama, or I have to put in an advertisement for when you're thumbing through the magazine that will cause you to stop or reading a newspaper that will cause you to stop or God forbid, call you at home. And with an unwanted message,pushing it out, pushing it out pushing it out. And it's always been that way. I mean, that's the history of marketing. Ad go back to what the four P's of marketing, product, price, place and promotion, all in the control of the marketing organization, we decide what products we're going to make, how we're going to make, how we're going to price them, how we're going to sell them, where we're going to sell them all those things. Now, I've created all that. And I've got to push that out to you. And I've got to convince you to buy. So it's been primarily about persuasion.It's one where we actually go out in some persuasive way to try and convince someone that our product or service is better. We describe value, basically, that's the classic marketing training. If you look at how marketers have been trained in university, since really time began, it's how do we actually describe the value of the product or service we're doing in an ever clever way?And how do you do that you basically have levers the pull, one of those levers was advertising and you could you basically bought advertising space. And you knew that for a certain amount of investment, you could you could expect a certain amount of return. good days, you did better on bad days, you did worse. But over time you you learned the the metrics that could help you achieve that.Marketers fell in love with mass media. Because at that time, it was probably the best way to market it was just blossoming where you've had newspapers and magazines and television that could reach so many people and we weren't used to thatsomebody else owns the audience. So usually, that was traditional publishing, so perhaps a newspaper or a magazine. And so to connect with those people, you had to go through some intermediary, you had to figure out a way to get in front of that audience. And the publishing industry at the time was very much you know, a man with two lovers if you like, he had the he had the audience on one side, who he dearly dearly loved, but he actually really loved the the advertisers just as just as passionately if not more when they came calling right. So that whole that whole dynamic was really founded on the principle of distribution he owns the publisher owns the distribution power at that point.Advertising was fabulous it getting our attention, right, this burst of disruption. And then what do they do with that attention? Absolutely nothing. It just hung there. Now, that was great when you had to watchit. Companies, corporations, media had all the power, because we only had so many channels. And consumers had only so many ways to get their information with theadvent of the Internet, that disappeared, and suddenly the advertiser and the audience can find each other or rather the, the publisher and advertiser essentially competing through the same channels to try to reach the audience with AwesomeContentCode . So that's, that's really where brands have come into their own, where they've realized, well, we don't have to go through a third party to reach this audience, we can actually try to achieve that directly.Instead of having to advertise in someone else's channel, I have the opportunity to create my own valuable, relevant and compelling content in our own channels to really create loyalty, build relationships directly with what we like to call subscribers, instead of going out and having to pay for that attention.Think we have to change the way we think about you know, getting access to the mind of the consumer we want to have a relationship with. And one of the best ways to do that today is through content,content marketing, I think preceded advertising. When you go back in history, the first ads really were content that was connecting with people around values, some at some point, I think in the 50s, we decided to dazzle and sparkle by talking all about ourselves instead of in terms of what they needed.As I defined content marketing, communicating with, with potential customers to drive behavior has been around, you know, forever, right for millions of years since the first caveman. So I tried to sell a rock to another caveman, right, he was creating a rock brochure. We've always had content marketing, we just different kind of iterations of it, where it's come from.If we look back in the 1800s, there were quite a few companies that were trying to figure out how to build lasting relationships with customers by not talking about their products and services. While not the oldest example in the world, my favorite example is probably john deere is the furrow magazine.My name is Bart. I'm 37 years old. I have lived on this farm my entire life. I can remember being five, six years old, we were dairy farmers at that time, and Bakit, feeding calves, bottle feeding calves. That's how we started. I bought this farm from my dad. He's the second generation about 10 years ago. And we raised corn, soybeans and wheat and we also raise beef livestock. I'd say I've been getting a furrow and reading the furrow for about five years. Now, I will say that I think the articles in the furrow are very neutral. I mean, to the point that I always wondered, is this a john deere magazine or not?The Pharaoh came along in in 1895, when our company was under the direction of john deere son, Charles, he recognized that need for for farmers to have an accurate, unbiased source of information, anything that we think farmers can can use to to improve their operations, that something is going to make it into the furrow.I try to key in on the soil health and soil fertility. fertilizers have gotten very expensive through the years and how you apply them is very important. Not only economically but also for the environment. I don't know or the company like john deere sits on on soil conservation as far as no till versus being a more conventional type. To me, I think a company like that has more to gain when people are working more ground. But you know, that's the furrow doesn't just talk about that if they do at all. I mean, it's more about the opposite of that.If you go back through the entire history of the magazine, I would be very surprised if in that editorial space, you saw the words john deere mentioned more than 15 or 20 times and that's going back 120 years, that veil of secrecy has been lifted off of marketing. People know when they are when they are being marketed to the john deere brand. Still, seal stands for something. It stands for quality It stands for for honesty, that's been a critical component of of not just the fear of success, but of of john deere success overall.Customers are really always faced with issues. What are my customers really concerned about? What issues do they have? What information are they looking for? What kind of problems do they have and how can I help them solve those problems?focus on being good to a specific audience. Most companies need to devote resources and talents towards driving In a very small, very niche audience,understand deeply the buyers that you're trying to reach the people you're trying to reach. You call them buyer personas, if you like that you're trying to reach,you need to somehow integrate yourself into things that are valuable and important to them. And you have to deliver that to them and manifest your interest, not just with words, and pretty pictures, although those are critically important. But by actually doing stuff that matters as well. I think the brands that really get it are focused on being part of the information you want to consume. They're they're focused on creating higher quality content that inspires people to buy something they didn't know they needed.That's Procter and Gamble. I mean, they're trying to sell more soap, how are they going to do that they serve, who are we targeting? We're targeting women, women are trying to build their households. What do they like? Do they like certain kinds of programming.They wanted to be entertained, they were busy, most of them were women, they were working around the house. So when they were either working, or when they had an opportunity to sit down and take a break, they wanted to be entertained, we began to go ahead and realize, let's provide them storylines, entertainment, something that will be so immersive, that they're going to come back tomorrow. And the day after that, and the day after that. So deep characters, rich characters, storylines that actually had meaning for these individuals, something that they could relate to. And this is how we got into soap opera. It was nothing that was coined within the industry, this was something that consumers began to create for themselves. And that's what they were calling them. What What is the return on investment, you know, I'm sure that there were people in the business that were asking that, you know, there, you can try to sell your story, or you can just simply tell your story. And so that's what we were doing. And the brands were doing very well, the longest running, ones that we ever produced, such as the guiding light. And as the world turns, they all started on the radio. And then come the 1950s, the invention of the television, they made that transition. We never really even started as a sponsor, we went all in, we went ahead and we started up our own production company, we were hiring them to hire the writers hire the actors. And I don't think the company ever really put any directives or you know, characters must do this, or story must do that. But it was a I think we hired creative people. And earn a Philips was someone that we worked very closely with. She is legendary in terms of writing soap operas, and she wrote for the guiding light for a number of years. So it's, it's like, Man, it's like any other business that PNG is in. We want to hire good people that know what they can do. And let them loose and let them build that business. And that's exactly what Ernie Phillips and others did.I don't think there's ever been a hack for that. Right? It's, that's the bizarre part of this. of this business. That is more art than science. There's no way around needing to have talent. Good journalists have to have it. Good. screenwriters have to have it, you have to know a good story with you see what,that's something that publishers have always done. That's what they do really well. And when they think about their customers, they think audience, if youlook at Europe, where they call the customer, media, customer publishing, UK, I mean, back in the day, seven out of the 10 top publications on the newsstand. In the UK were custom publication were branded vehicles.Germany used to be a magazine country, we have so many publishing houses. And people read still read a lot of magazines. When you look at the newsstands at the airport or the train stations. There are still so many magazines, on sports on soccer and things like that, with a small audience. Magazines only with a circulation of 10,000 copies or so. But very, very sophisticated in editorial design and editorial content. Company companies in Germany who need to have well content for their products, I think they recognized as well. But with complex matters, complicated products and things like that. They need more content, more stories to tell about what they are doing. By 2000 2001. We had a special term we were talking about orchestration of different media channels, with mobile channels, with the internet and things like that. We as corporate publishers were the first ones to use tablet magazines for examples. We invented corporate blogs and podcasts and things like that andSo we were doing content marketing already, it was called all kinds of different things. So it was called custom publishing custom media, branded content. Customer media was big in Europe, everybody was talking about it, but they were all using a different language to talk about it. I thinkthere's a lot of things that it isn't that people think that it is that that are really too simple and too truncated, and don't get anywhere there. Lots of advertising agencies, think of things as content marketing, that aren't really content and a lot of content agencies think of things as content marketing, that aren't really marketing. And that's where I think it gets complicated.If you go up to somebody, like, say, a CEO of an organization or president and you say to them, are you better at solving people's problems than anybody else in your space? That's a question that will interest them. But if you say to them, are you the best content marketer in your space,I have no connection. If we don't start communicating this in the same way, we're never going to grow as an industry. And sort of in 2017, you know, put the flag in the ground and said, Look, we're gonna call it content marketing. And you just see this wave of momentum.Obviously, constant marketing has been around forever. But there's a whole new thing when content marketing collides with the internet. And with digital,there's been this cataclysmic shift in how customers get their information today.I remember when I was first doing content marketing, I would see stats that said there was 20 million people on the internet, like 20 million people on the internet. That's nothing. When you figure today, there's billions of people on the internet. Soif I'm trying to get their attention, I better recreating some pretty fantastic information on an ongoing basis to get their attention. I can't just rely on the very few channels that we had in the 90s. Now we've got hundreds of channels. So how are we going to get our audience's attention?One of the times I really thought wow, this is pretty cool stuff was the old Will It Blend YouTube videos. And you know, YouTube had just started YouTube had been around, I don't know, months or something like that. And Blendtec, this very smart company said, well shoot, we can use this new media to market our blenders. So they created this Will It Blend series, I'm goingto place approximately 50 marbles in a jar. And I'm going to run the ice cream cycle, which is the slowest cycle we have.This is blast, dust don't breathe this. I had no idea that this would turn into such a monster, a good monster. I've always wanted to have the fastest, the most powerful thing I could have. So for a wedding present in 1968, I got a blender. And I thought man, I can make this thing better. So for years, we've we've had the opportunity to build a blender that would not fail. We're an engineering company. So we have 40 engineers, no other Blender company has 40 engineers. I'm an engineer, which was a real problem. Because we didn't have any marketing and sales. I thought that if we had the best Blender in the world, that people would beat a path to our door. I thought if people go into a scoop shop or a smoothie shop or a coffee shop, and then people go in, they get these fabulous drinks. And they think wow, I got to get one of these blenders. I just can't wait, Hey, would you tell me what that name is? And people would literally write it down. And I thought that's a way to sell someone buy something from you and then demonstrates it in a commercial setting. That's the best way to sell it. Not so finally decided that we needed to hire a real salesperson marketing person. He saw a pile of sawdust one day and he asked them is that on the floor? And they said oh, that's just Tom, you know, blending two by twos. And he said Really? Yeah, sure. And so he buys a rotisserie chicken at Costco and he buys a six pack of coke and some marbles and Ray candles and a bunch of other goodies came to me and said here blend this stuff. And so I said okay, and so we filmed blending this. And he came to me five days later and he said Tom, we hit a home run. We have 6 million views on YouTube. And I said who toMy name is Holly Jackman, my husband and I own four Roxbury smoothie stores. carrots, celery, cucumbers, beets, ginger, lemon limes, make them taste incredible nutrition never tasted so delicious. Well, we did a lot of researching and looking around, I'd had a lot of home blenders that I wasn't as happy with. So we were very excited. When we found out about the Blendtec, we watched all the commercials, will you blend it, we saw him throwing iPods and all kinds of crazy golf balls and things in and we were very impressed.We've done on YouTube, we have I think 145 that are so and all total, not just YouTube, but other views. Around half a million views. 500 million views. I thought Wow, this is great, what an opportunity to sell a product and not have to spend any money. You know, it was wonderful. So in short order, our sales were up 1,000%. And we just kept doing videos. At this point, we used to say, hey, check out this video, I'm blending an iPhone. And oh, really, you can blend an iPhone in the blender. That's how it used to be the way it is now is people come to us and say, Hey, no question in our mind. We've been we're hooked on your videos, you know, we wantto Blendtec blender, our job is to now take that trust and not abuse it, we don't have to try to get into our customers they're already letting us in.And that's a big difference. That's really that direct connection opens up a whole new world of relationship with consumers and content is the fuel that creates that opportunity. And because we've got that connection with them around something that they value, we don't have to pay to find them because they're coming to us. They sign up for our emails, they follow us on Facebook content at this point is a form of currency that brandsthat brands that storytellers use to have a conversation with somebody, if marketers are going to use that new direct channel, just to do what they always did before, like us share this, click here, follow us watch our video and just push their product messages. It's an abuse of the channel. And in truth, they lose the channel, you know that they're now denied it because the consumer doesn't want to hear anymore.This is the same problem that was posed when the introduction of a new technology was introduced in the 19 toys that was the radio. How do people want to interact? How are companies supposed to get their messages across to their consumerschallenge in today's marketing landscape is differentiating from your competitors. What's usually happening is the production of that product or the production of that service. You know, think of offshoring for services. And you think of 3d printing for products. It's becoming commoditized. And it's being it's getting very, very difficult for product companies and services companies to differentiate against all of the other competition that's out there. Content allows you to do that. That is the biggest opportunity.Search, by definition doesn't create demand. Right? It just fulfills demand. Nobody goes to Google and says, Hey, I'd like to buy something. I don't really care what just surprise me right of socks. Okay, a hamster, whatever you think is, is appropriate.But nobody cares about your product. They're trying to solve a problem.What are my audience's pain points? What's keeping them up at night? what's important to them?So Marcus Sheridan is a great example of the power of content marketing, a couple of years ago, Marcus was the CO owner of a pool company. And it wasn't doing so well. So what Marcus decided to do was to launch a blog very simply and answer questions that his customers had based on the searches that they did, as well as conversations that he had with customers. So a couple times a week, he would just come up with a blog post that would be very specific to a question. And he talked about things that a lot of cool companies don't like to talk about.In 2008, as most people know, the market crash pool guys, this was a terrible time we went through a period of three straight weeks, we're overdrawn our bank account, I didn't know what we were going to do. I thought every consultant that I talked to said you need to close your business. And that was when I discovered what today I know to be content marketing. Alright, so this is the beginning of the next chapter of river pools and that big red shiny thing you see behind me is what is considered a mold and mold is what is used to produce a fiberglass pool. We always felt that we were going to move in this direction of manufacturing. And of course, that's what you're seeing. Now. When we started river pools. We had two really nice stores one in Richmond, Virginia, one in Warsaw, Virginia. And they were nice, and they had tanning beds and hot tubs and pool tables and all these things. They weren't generating revenue. And I said, Okay, what can we be the best in the world that we know we can teach about fiberglass pools better than anybody else. That's our thing. Let's just focus only on fiberglass pools, it's forget the whole, we got to have a building to feel like we've accomplished things, the edifice complex. And so we got rid of those retail stores, we got out of the leases early, we paid the, you know, we paid the fees, and all those things, because we said, Now we have a focus. So we moved into this big warehouse. And today, the way people view your building, it's what is the information they see, and it's what they feel on a computer screen.And then he saw that we can actually bring people to the site for free by doing what he likes to do best, which is really is teach.Let's get everybody on board. Let's get everyone involved. Everyone in this company is a teacher. Now let's do it.We learned to think like the, like the consumer. And in doing that, we saw their questions. We asked the questions ourselves, we would be on an appointment. And a question would come up. And the first thing we would think was, wow, we didn't know we haven't read written about that yet. Or Wow, that would make a great video to force me to kind of have to step up and learn how to write and learn how to learn this whole new skill set,we were onto something within about six months of, of producing content. On the Liverpool site,we we've developed a nationwide brand. So we were contacted by people from all around the world and all around the country. On a daily basis.I knew the consumer wanted to learn about pools,fine,I want to give it to them. Why not become the Wikipedia of fiberglass swimming pools, which is what we became people are going to be very new, they're going to be vetting me, they're going to be coming to your website, they're going to be coming there and saying I want to feel good about my decision, I want answers to my questions, I want to get a sense for this company, that's going to happen as long as we have this thing called the internet. The moment we stopped saying we're pool builders and started saying, We are the best teachers in the world about fiberglass pools, and we happen to install them as well. That was one of the most prosperous Days of Our Lives.The consumer has incredible amounts of information. marketers are not accustomed to that marketers are accustomed to control controlling the system controlling the activities. And that's I think what creates the problem, marketers can't give up control. They don't want to give up control. They don't want to give it away.I think marketing is broken. To be honest, I think, you know, if you're a marketer, today, you're stuck in what I call cmo pizza, you essentially have a fixed budget, that is your pizza every single year. And you just keep slicing it in more and more ways, right? You've got your SEO budget, your PPC budget, your I don't know even the acronyms to add, right. But you end up with this giant pizza slice a million different ways, hoping to have a bigger impact than you did last year,the idea of the marketer as knowledge worker, were being busy isn't the same as being successful, which is the way we've really equated jobs for so long. And this traditional organization of the marketing department is as new technologies. And as new channels come along, what we do is we throw a team at it, we throw a new process at itin the same old hierarchy. You can approach content marketing as a program, or you can approach it as a culture programs, they live and then they die. They are forced, they're not enjoyed typically,typically, but a culture becomes who you are. We're seeing this transformation of marketing departments that were set up long ago. In those mass media days, they've transformed into publishing departments. And we've really seen that and it's a big struggle for large enterprises. Because you have to dismantle what we built over the past 30 4050 years, the brands who get it have transformed the brand, they've become something else. And part of it is from letting go of this idea of you know, we own everything about the brand. And trusting that if you engage a whole lot and give some of these brand values to your customers, something good happens. And something good that you can even predict.Yes, around Red Bulls an amazing brand.Well, certainly there's the Red Bull example. And they're the poster child of content marketing these days.I think from the very beginning, Red Bull was a storytelling brands I I spent six years at Red Bull, we were a marketing team. And actually, I guess most of the content activities came from the communications function within the marketing team. We used content as a tool to tell our stories and to show people the amazing things that we were doing and the great athletes we worked with. A lot of the things that we did at Red Bull were in the action sports realm. So that was super visual and spectacular. And it just made sense to capture that and share that with the world. Perhaps a little arrogantly, we felt that the mainstream media weren't particularly good at filming and photographing the kind of sports and things that we were involved in. So we took ownership of that. at Red Bull, we were always told to focus on the audience and what was important to them and what made them passionate about their scene about their sport about their favorite athletes, and really think about them as individuals and not really worry too much about how they all crossed over. So I think that sort of single mindedness, and focus on quite a few audiences was one of the things that put us ahead that we were able to say what would a BMX i think is awesome about this BMX event, rather than trying to think about what would a youth aged 16 to 22 think about this BMX event, they target people through their passions, whether it's music, or sports, or culture, these these areas have rules, they have stories, they have stars, and Red Bull pays a huge amount of respect to those scenes and those audiences and they don't teach the treat them like demographics. They treat them like the passionate people that they are, and they give them what they want. at Red Bull, we felt like we had an actual role to play and something that we could contribute to these scenes. And we're always looking for ways to help progress, create new things help facilitate collaboration. And it felt really good to be adding something into into these scenes rather than just taking out and I think that was core to the way that people felt about us as a brand operating in these spaces. When I started at Red Bull, there was a huge amount of scope and free range, we were in each of the markets absolutely entitled to do whatever we wanted to do, of course with a huge commitment to quality. As the Red Bull media house took shape. The whole company began to professionalize its media operations from legals and contracts and licensing through to production quality, frame rates and delivery. So there was a massive undertaking to get ready to become a global media company, rather than a brand that was producing a lot of great content.When you first start getting serious about content marketing, then you really start with appointing someone or understanding the needs to be a custodian of the audience's viewpoint within the organization,you've got to have tremendous buy in top to bottom, that's key, you've got to have a central organizer, that Chief Content Officer, whatever you want to call that person, a Content Manager, and you've got to start off on the same page, they need to makea lifestyle change, and they have to swear off spending money on the stuff that doesn't work. And they have to say to themselves, every single day, I'm going to create content every single day for an hour or two or an entire day. Or if I'm a big company 10 people's entire days have to create content full timeyou ever look around at all the incredible technology in our world and think to yourself, how in the name of science does all this work leads to embarrassing de Thurston and this is GE masterclass.When we certainly when we started producing a lot of this content, it meant that we had to get into our factory floors. And it meant that we had to get into our labs and they're doing, you know, they're doing very important stuff in there. And so a lot of the culture change and, and the kind of learning and evolving and came at those points used to be that that it could be very tricky to get onto a factory floor or to get to a customer site. And now our customers call us sometimes and say we have this great story, we'd love to do another production with you.I do believe that it is a practice it is a skill that brands are going to have to get good at it is something that whether they outsource the execution of it, you know whether they actually develop the talent within to actually shoot video, create imagery, I think is not as important as the business getting good at managing a marketing process that is at its heart, a media company like process.It's interesting what some of these large brands are doing now around content marketing, if you look at Marriott and their creation of their content studio is they're putting a flag in the ground and saying, look, we are a media company. And our goal is to be the leading informational provider in the travel industry, they've set it and now they're putting the construct together to make that happen.I have a presentation that I give here globally called publish or perish, right? The idea if we don't start publishing, we're gonna not gonna be around or not be relevant. It's the idea that today is a brand we're all really media companies that goes back to all of us are media companies. So the Marriott global creative and content studio is focused on developing content, digital projects, we've got TV projects, we've got film projects. We've got stuff in animation. Great storytelling comes from people who know how to tell stories and the creative community. Right. So we partnered directly with mainly influencers across YouTube, Instagram and other channels, but also traditional talent and Hollywood producers, directors writers, to create content for us.Look around, look at these people. They come in, they go out and we make the phoneSo the biggest project we've done today is to Bellman. It's a short film, we partner with a group in Los Angeles called substance overhype. They are a hardcore group, they do music, dance, motion music, it's all their thing, created a 15 minute film where a set is the hotel. It's just naturally part of the story. It's never an integration, it's not about, here's your key card, thank you for checking in. Right, that does not exist, you just naturally see it in its environment. When you let creators, give them parameters and let them do what they do best storytelling, they'll figure out an authentic way. It's when it becomes ugly programming is when a brand says, Well, can you put my logo on there four times and stop it on the screen for three seconds. Content Marketing is not overnight, you know, it's a marathon. And so you have to really educate folks that, you know, it's not gonna happen overnight, you have to scale this. And you have to really have that whole content ecosystem built? And how are you using social channels, everything else to drive back to wherever you want that center of your universe to be,like a halfway decent human being. brands have to be about more than themselves.It's humans, it's humans dealing with humans,we forget that right? Instead of trying to be real time, yougot to be real,that single minded focus on your audience and what they love and what they really care about, and trying to offer value in that space is something that anybody any brand can do.And the rules by which we play by our human behavior, right? Every organization I don't care what you sell is p2p. It's person to person, people to people. It's not stinking, b2b, b2c, b2b G, which is business to government. But the philosophies of becoming incredibly helpful being a great teacher listener, communicator, they don't change, I don't care what it is that you're on what it is that you're doing. So it's not about size. It's not about what you do. It's about a mentality and a culture.USC bank is one of the largest banks in Denmark. And for years, they were paying a lot of money for sponsorships. And the they didn't want to do that anymore. They didn't know if that was a good use of, of their resources. So the created use of bank TV, targeting to financial consumers, and they started to answer questions on this video channel about how consumers can save for retirement, they can get checking accounts, savings accounts, do things with their lives financially. And they were starting to share information like a media company, wouldwe say that if you can't rely on the media, you have to become a media. And that's basically what we what we think my nameis. Rasmus Nielsen, I work as a host and journalist here at jusco Bank. Well, since it started in 2006, we started doing internal communication, on TV, and then 2008, we started also sending to our customers.The hard part is not to produce the content, it's to get the right idea for the content. And then to get the big Yes, from the CEO in the company. So you're getting in there.We have had our CEO call us and say, Hmm, that wasn't my kind of story. But but that's alright, I'm still here. So. So but but you need to have that kind of CEO that things are right, I believe some freedom, and I won't intervene. But of course, he will have an opinion. But he believes that if you tell it as a journalist, people will believe it, and people will, they will like it. It's been a long process about getting where we are now, because people are very skeptic about this. But every time we do a story where people say, Oh, that's actually what we were talking about in the canteen. So, so great that you guys are talking about it also, even though it's it's kind of a bad story for us. But But people are talking about it anyway. So so if we don't talk about it, it will just, you know, grow bigger and bigger in theorganization, you earn the respect from the audience, you have to get good stories that go into people's hearts. And when you get when you reach people hearts, they will do the right things with the brain, think like a like a publisher, produce content that is relevant for your audience, you have to believe that this is the right way to go. And I don't think it's just the right way.It's the way you haveto go. Having thatreal respect for content as a as a thing unto itself. It will reward you if you invest in it. But it's not something that can be done cheaply or easily or quickly. Thecontent business is the only part of this business that I can see credibly leading the new practice of advertising. And I'm moderately upset because not enough of us are trying to do it.Don't get tired of it. If you have the right mindset. And if you believe that just because it was done that way doesn't mean it's necessarily the right way. If you're willing to create Ate and make the rules in your own industry, you could do exceptional things. 

Working from home. I want work.

Working from home the new norm as the corona virus spreads well employees ever return to the office or has a new ear adorned and what will it take to adopt remote working long term this is inside story .I'm is a tan pajamas a laptop and a comfortable couch at home that's today's work environment for millions of people around the world it was a far-fetched dream until the pandemic made it a reality companies have been forced to embrace remote working to limit the spread of kovat 19 but that's if the job doesn't require you to be there in person for those who can working from home could become permanent Twitter for example is going to give that option to workers who wish to do so other firms are working out how to reopen offices while maintaining social distancing the way we work is being revisionist even into the future and post pandemic offices might look radically different than those of today working from home is not a one-size-fits-all it's mostly for knowledge workers with computer based and telecommunication jobs like presenters doctors aerospace and defense workers grocery clerks cleaners and many other employees while they must show up for work not everyone finds doing their jobs from home a luxury though more than 90% of young tech fluent US workers have experienced difficulties working remotely that's according to a new workplace survey by engine insights for older workers who lack internet skills and those who live in places with limited broadband access remote work is difficult if not impossible some politicians are considering integrating the right to work from home into law Germany's labor minister who Berta Sayle said last month he'll put forward legislation later this year in an interview with German newspaper Bild AM Sonntag Heil explained that all employees should be able to request working from home where possible he's also suggested some staff could switch to a home office for a day or two each week the companies wouldn't be forced to accommodate that the minister says the number of people working remotely is estimated to have risen to 25 percent of the workforce during the crisis that's around 8 million employees let's bring in the thoughts of our guests now joining us on the show we have from Tokyo Mark Einstein he's an IT strategy advisor in Connecticut in the u.s. Hilary Jacobs she's a psychotherapist and author of it's not always depression and in rotterdam alia fennec he's a behavioral psychologist welcome to you all if I could start with Ali so what do you think we do you think  we'll all employees ever return to the office as we've known it before coronavirus hit well I do think some of employees will definitely want to go back to the office it's not everyone who likes to work from home and so there will be people who just kind of missed the hustle and the bustle of the workplace and because it helps them to thrive it helps them to to be productive and a lot of them are actually facing you know though some issues around working at home effectively when they're doing remote work so definitely there'll be people that will want to go back but what I also think has happened is that there's a lot of people now that have become accustomed to working from home setups and they've seen the benefits of you know not having to commute having much more productive and efficient meetings and also being able to manage a work-life balance so I think working from home is as you mentioned as part of the new norm and will only increase as we move forward into the future interesting Hillary in the US there are companies which have already said hey their employees can continue to work from home is it too early to put a number on it yet and try and envisage what percentage of the workforce is  going to remain distant yes I don't have a number just a speculation on how that will affect people how do you think it's going to affect people well the thing is that change triggers a wide variability of emotions that are what we feel is really based on a the nation of our genetics our disposition for example if we were more introverted and we like being at home and not leaving the house or if we're more extroverted and we need that to give us fuel and energy to thrive and also our life experiences affect what we feel so it may be that some people will experience a deep loss and a sadness that they that they can't go to work and other may feel quite joyous about it because they get to stay home so that surely requires employers to start thinking about issues that perhaps they haven't had to have thought about or at least haven't had to have focused on so much in the past Hilary well in terms of perhaps how it affects their workers whether the the amount of hardship and and the emotions that it brings up leads one to becoming more anxious for example more depressed for example so if somebody really is not happy that they can't go to the office and socialize and schmooze and it triggers emotions such as sadness or even fear you know concern  and worry and most of us I would say the majority people don't know how to really work with emotions which are physical experiences and they block them they won't know what to do with these feelings that leads to anxiety and depression so we're also seeing a major epidemic happening before this pandemic and anxiety and depression and now it's it's getting even worse it demands that people really have skills to work with their feelings and to solve problems based on not only what they're thinking but what they're feeling inside as well something our culture's are kind of phobic about going to but something I feel is the missing piece for mental health I'm interesting mark when we talk about you know the workplace of the future and continuing to work from home what sort of IT changes might be necessary if we're going to have well in some cases the bulk of workers continuing to work remotely is it just a matter of continuing what we're doing or do we need to make bigger changes to the infrastructure so what I would say from my own company's perspective which is a small enterprise is that we are now asking ourselves do we even really need an office anymore at all because the rent that we are currently paying is about 20% of our op ex and we've transitioned to web meetings pretty seamlessly and now we're even talking about virtual reality meetings and and collaboration and things like that so I think what about what Hillary was talking about there Mark about you know some people just need to be in the workplace they need to schmooze in the workplace they they need that kind of shall we call it security or confirmation of being in the workplace I think there certainly is you know a benefit to traditional human interaction but you know clearly bykova 19 there's also a danger I think that virtual reality and other technology solutions are increasingly very you know similar to reality and and I think this is the trend and I think this is the trend that we'll see going forward does that mean though if we're going to start incorporate it sounds like kovat 19 is going to accelerate the autumn ization of the workplace and the incorporation of AI and VR right mark that's what we're looking at absolutely I mean we're gonna be able to talk to customer service agents you know visit hotel chains look at look at a new house that I might buy all this is gonna happen in VR in a safer and actually more convenient way absolutely Ali that's gonna have big impacts on workplace behavior then right well absolutely you know just kind of building on upon what both Hillary and mark said on in terms of how this is going to affect behavior I think or you know originally organizations when they thought about coming up with working from home setups they looked at this from a very technical perspective right so how do we adapt the technical infrastructure of the organizer such as the IT support had to come up with policies to make sure that working from home works well but I think kind of building upon what Hillary said what a lot of people have forgotten or let's say a lot of managers have forgotten to  do is to also think about how to build the psychological infrastructure and this what I mean with this is more the psychological it's say the social and social psychological environment in normally in the organization or in the workplace that actually affects people's behaviors their well-being and also their their their productivity so think of social cues emotional cues contextual cues nonverbal cues for example that help us to feel validated that helps us to feel acknowledged but also helps us to feel safe so this is you know I guess it's not just the technical aspects or the functional aspects of redesigning the organization but it's very much the psychological aspects that we're actually missing when we're working from home and and I think this is what needs to be further designed into working from home setups if we want this to make it more effective in the long term so what what is the psychological infrastructure that needs to be further developed in a nutshell then Ali well absolutely this this environment is for example let's say let's give some practical examples here so how should leadership manager even think about how to build psychological safety in working from home in an organization you can do that because you have a sense of belonging you see each other and you you can play upon these cues to help people feel productive and engaged but when you're working from home this becomes really difficult so how do you build this psychological safety in a work environment especially when a work environment is remote another thing that you can think of for example is policy design how can policy design make sure that employers or employees feel much more autonomous that they feel that they have the ability to make their own decisions for example when to do their work remember one thing when we're working from home we're also managing our life our family life and so we we need to be able to do that on our own accord without having managers for example being on top of us and acting or micromanaging let's say how we do things so I think this is the the elements of psychological design or psychological infrastructure that needs to be considered when working from home and there's different practices that we can do to facilitate this as well interesting Hilary it sounds always like companies are going to need to think of those companies at least that want the bulk of their workforce to continue to work remotely we're gonna have to think of perhaps even a new sort of orientation policy based on new HR and professional policies and procedures I think that would be wonderful and I think it's much needed in our world anyway because there is not enough of an emphasis on on connecting on on multiple levels not only intellectual levels but on very deeply authentic and emotional levels and that's part of the problem of why we have an epidemic of loneliness and not to mention anxiety and depression that we need to start to introduce education to people on emotions and connection because all humans are wired for connection we're deeply social beings and all all of us men women have the same core emotions that come up without conscious control people don't realize that you can't control emotions you can only control what happens once they come up and that they have to be shared so that people can talk about their fears they can talk about their anxieties their can they can talk about their sadness and the losses that kovat has cost so I'm interested Harry when you hear when you hear people talk abou