Tag Archive | "Transform"

The Need to Transform is Front and Center for Every C-Level Executive, Says Adobe CEO

“When people look at what’s happening with Amazon trying to get into their businesses, the need to transform is also front and center for every c-level executive,” says Adobe CEO Shantanu Narayen. “Given that Adobe’s been through our own transformation and has software they want to hear from us and they want to experience that same benefit that we have been able to see.”

Shantanu Narayen, CEO of Adobe, discusses how Adobe is helping companies large and small through their digital transformation in an interview on CNBC:

Adobe Helping Businesses Transform

When we talk about helping businesses transform we do every aspect of it. We help them create that experience and help them understand how to attract customers. That last mile of transacting with customers is so critical. Adobe was a company that actually innovated tremendously but we had a two-tier distribution channel. We have two businesses. We have the creative business and we have the enterprise business. If you look at what we’ve been able to accomplish in the long run and the two tailwinds that we have, we continue to be really optimistic about Adobe’s prospects.

When we completely moved to the cloud we recognized that every other company would go through what we did. Namely, how do you engage with your customers digitally? Do you understand how to acquire them and how do they use your software? I think sharing our learnings with other people gives us incredible credibility in the enterprise and we learn from these customers.

Creating a Real-Time Customer Profile is So Critical

In enterprise software, this third generation, which is all about customer experience management, I think it’s the companies who recognize that you have to partner with an entire ecosystem to create this real-time customer profile that’s absolutely so critical. That’s why our partnerships, whether they be with ServiceNow or Microsoft or the other cloud kings is so critical in enabling our customers to completely transform themselves.

What we have been able to do is create this real-time customer profile. People are really within an enterprise saying how do I create native applications? ServiceNow is clearly the leader in IT Service Management. What John (Donahoe) has done is truly special. I think partnering with them to enable IT professionals within an enterprise to use Adobe’s Customer Experience Management with ServiceNow’s IT Service Management, that was a natural.

The Need to Transform is Front and Center for Every C-Level Executive

Design and creativity have never been more important. Everything has a screen. So people are creating content, whether that’s a car, whether that’s a retail experience, whether it’s a basketball stadium. Adobe is the content provider that enables all of these screens to be delivered with incredible content. Given design is more important and given mobile devices are in every single place, that’s a tremendous tailwind.

Secondly, when people look at what’s happening with Amazon trying to get into their businesses, the need to transform is also front and center for every c-level executive. Given that Adobe’s been through our own transformation and has software they want to hear from us and they want to experience that same benefit that we have been able to see.

I’ve talked about how video is explosive. II think what Disney is doing both with their own service as well as with more control of Hulu is really saying people are consuming more and more content digitally. So providing the analytics for that, providing the digital rights management for that, the right ability to audience segment in terms of who you are attracting, a lot of that is what Adobe powers. This is not just for Disney but for frankly all the major media companies in the world.

Adobe Powering Big CPG Companies Through a Digital Transformation

The big CPG companies are going through the following question. They have sometimes hundreds of millions or billions of people using their products and they just don’t necessarily know who they are. Giving them that insight into how they create this incredible customer database, how they understand usage patterns, and how they understand what these people want. If we can provide that insight to companies then all the CPG companies can recognize that this direct relationship will enable them to innovate at a faster pace.

For example, what Unilever is trying to do is really say we have this tremendous distribution network but what they’ve tried to do even with Dollar Shave Club is really say, “How do we create an incredible customer database?” But the same thing is happening across Colgate or Procter & Gamble. We are partnering very heavily with Unilever as they embark on this digital transformation and understanding customer patterns and customer sentiments across the world.

The Need to Transform is Front and Center for Every C-Level Executive, Says Adobe CEO

Also read:

Without AI, Real-Time Personalization Would Not Be Possible

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10 Tips to Transform an Elusive Goal into a Doable Project

When you work with clients, their projects become your projects. And when you’re consumed with helping others achieve their big…

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5 Easy Ways to Transform Your Website into a Standout Salesperson

Most freelancers I know hate selling. And I can include myself in that bunch. Whether it’s a fear of rejection,…

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Transform Your Business Website Using Our Free ‘Design 101’ Ebook

Is your current website design working for your business as well as it could be? You might know that it’s not, but don’t know where to start when it comes to a redesign. We understand that. Choosing a WordPress theme for your website can be a little overwhelming and leave you with lots of further
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Transform Your Content from Predictable to Provocative with This Bold Method

"Instead of pushing a single idea forward, there’s a sudden disturbance." – Sean D'Souza

Stop for a moment to think about a super-athlete.

A person who won 122 consecutive races and broke the world record four times.

That super-athlete is Edwin C. Moses, a man who completely dominated the 400-meter hurdle event and won every race in sight between 1977 and 1987. And then it happened. On June 4, 1987, in Madrid, Spain, Danny Harris beat Moses.

Objections in articles are like Danny Harris.

They bring in an unexpected element to one-sided content. Instead of the article pushing a single idea forward, there’s a sudden disturbance. Let’s find out exactly why objections are so powerful and how to use them in your writing.

So, why are objections so critical?

There’s the obvious reason why objections are part of content that deeply engages your audience: it’s called drama.

Most articles start off driving home a point and keep that sustained point of view until the end of the article. Such an article is almost like an Edwin Moses race: elegant and dominating, but a bit predictable.

When you insert an objection in your article, you create a counterpoint. You add a sense of competition and ignite some drama.

Drama alone is reason enough to make sure you put an objection in your article. But the second, and probably even more important reason, is balance.

When you solely focus on explaining and supporting your idea, you only provide one point of view. The moment an objection shows up, you play devil’s advocate.

Here are two examples that show how objections can work in your content.

Example #1: Speed-reading is a silly idea when learning

Let’s say your article is about speed-reading.

Sure, everyone seems to think speed-reading is a great idea. After all, most of us are falling behind on our reading, and speed-reading seems like a smart solution to that problem.

But the point of your article appears to be different from popular opinion … and you even suggest that speed-reading is like taking a photocopy: You read information but don’t retain it. The concepts are not well-massaged into your brain.

Now, instead of only showing that perspective, you can balance out your content by also discussing circumstances where speed-reading could be beneficial. You’ll support your point and demonstrate that you’ve thought of counterarguments.

See how objections give the article depth?

Let’s look at another example.

Example #2: Why it’s great to visit New Zealand in February (not December)

When you think of a country that’s green and clean, you tend to think of New Zealand. Fabulous beaches, super-friendly people, astounding scenery, and yes, rain.

Auckland can get as much as 176 days of rain in a year. It’s not that silly drizzle that stays around all day. It’s there in all its fury, and then it’s gone. Even so, in New Zealand in February, the greenery starts to take on a tinge of brown, thanks to the scorching sunshine.

But let’s say you’re really keen for tourists to have a good time, and you make a case for why February is the right time to visit New Zealand, including points like how easy it is to book a rental car and Airbnb.

Well, what would someone who thinks February is not the best time to visit say? And how would you respond to that person who thinks another time of year would be more conducive to a fun trip?

Every article has two sides, and the moment you bring in objections, you create that sense of drama and balance.

Where do you add an objection in your article?

Most objections go toward the end of an article. Let’s say your article is about 10 paragraphs long. You’d want the objection to show up around the seventh paragraph.

However, there are also situations where you can’t wait that long to insert the objection.

If you think your article’s message is going to be met with instant disapproval, you’ll need to put the objection right at the beginning.

For example, your article’s headline could be about “how to get rid of all the emails in your inbox.” To most of us that sounds interestingly horrific, doesn’t it? Why would you want to get rid of the emails, painful as they can be?

In such a situation, the headline may pull in the reader, but they could be hesitant to accept your idea.

You could then add something like what you read above to your introduction:

“Why would you want to get rid of email? Email, as crazy as it can drive us all, is a vital form of communication. Just stepping in and wiping out all of your emails seems like a wanton act of madness.”

See what just happened?

The objection immediately addressed concerns that your headline might raise. As the article unfolds, you can go back to supporting the original concept of “getting rid of all your emails.”

Once you add — and counter — an objection right away, you can make your point without the haunting feeling that the reader is not quite on your side.

In most articles, you don’t need to add more than one objection, but in some cases, you may find that two or even three objections are appropriate. It’s your job to provide reassurance with your content and drive the prospect to action.

Take a tip from copywriters

When you read a well-written sales letter, you’ll always notice objections.

A good salesperson will also counter objections, often before the prospect has a chance to bring them up. This is a solid practice because we all have our own points of view.

We want to be convinced, but we are also inherently skeptical.

And when you aim to persuade with a sales page or an article, objections help you craft a stronger message.

If you don’t address objections, your prospect may become too skeptical and hesitate. That hesitation slows down — and may even derail — your persuasive efforts.

Yet, the moment you prove that you’re balanced in your approach, you bring in a huge dollop of trust.

Add some Danny Harris to your content

Edwin Moses was super cool.

Dominating a race for a solid 10 years is a stunning achievement. But after a while, his wins became predictable.

To bring drama and balance into your article, include the unexpected Danny Harris victory. It’s a way to keep your readers absorbed in your content from start to finish.

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Europeans Using Solar Power To Transform Urine Into Beer


For the second year in a row, a team of researchers at Belgium’s Ghent University is collecting urine at one of Europe’s largest festivals, Roskilde. The researchers are hoping that by the time next year’s festival rolls around, one of the country’s breweries should have plenty of recycled urine beer to pour out for adventurous drinkers. The first time around, researchers say the goal was to extract nutrients that could be used as fertilizer. According to an article last summer, more than 25,000 liters of urine were collected and the fertilizer that was produced from it provided nourishment to a barley crop. This year, the researchers were after another critical beer ingredient: water.


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How Google Beacons Could Transform Local Business

Columnist Chris Marentis believes that the future of personalized advertising is already upon us thanks to Google’s new, open BLE beacon format, Eddystone.

The post How Google Beacons Could Transform Local Business appeared first on Search Engine Land.

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3 Articles that Will Help You Transform Your Rough Ideas Into Refined Digital Content

Copyblogger Collection: From content strategy to content production

I’m a one-step-at-a-time kind of gal who likes to make progress without feeling a lot of pressure.

But when you embark on a new project, you often want to tackle every task all at once and inevitably end up feeling overwhelmed. It’s helpful to have a solid starting place and clear path to follow to keep anxiety from taking over.

To point you in the right direction, here are three handpicked Copyblogger articles from our collection that will help you:

  • Develop your content strategy
  • Plan specific types of different content to create
  • Implement classic tips from traditional magazines to produce print-quality digital content that hooks readers

As you work your way through the material, think of these lessons as a mini content marketing course.

13 Simple Questions to Help You Draft a Winning Content Strategy [Free Worksheet]


You know you want to create focused content — with a clear purpose — not just a hodgepodge of articles, podcasts, or webinars. But how do you actually map out a content strategy that summarizes your goals and keeps you accountable?

In 13 Simple Questions to Help You Draft a Winning Content Strategy by Demian Farnworth, you’ll get a free worksheet with detailed instructions on how to get your content plan out of your head, so you’ll see a greater return on your content marketing investment.

How to Write 16 Knockout Articles When You Only Have One Wimpy Idea


I wrote How to Write 16 Knockout Articles When You Only Have One Wimpy Idea to help you brainstorm all the different types of content you can create to build authority.

If you’re stumped for ideas about how to execute the content strategy you’ve outlined, this article will invigorate your creative sensibilities.

Master These 10 Print Magazine Tips to Create Irresistible Online Content


Demian is back. And in this article, he reveals the anatomy of great content.

Master These 10 Print Magazine Tips to Create Irresistible Online Content clearly defines why powerful media can emerge and populate everywhere — even when we are infested with a plague of dull blog posts, podcasts, and videos.

Discover these 10 vital lessons from print publishing that can help the content on your own digital media platform rise above a sea of mediocrity.

Accelerate your content marketing education

Use this post (and save it for future reference!) to accelerate your content marketing education without the panic that sets in when you’re out of your comfort zone.

This is doable. This is for you.

We’ll see you back here on Monday with a fresh article to kick off the week!

About the author

Stefanie Flaxman

Stefanie Flaxman is Copyblogger Media’s Editor-in-Chief. Don’t follow her on Twitter.

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15 Copy Editing Tips That Can Transform Your Content into Persuasive and Shareable Works of Art

Image of star being carved out of stone

What’s special about the compelling content you retweet, Like, bookmark, and email to your friends?

Those articles serve the audience, not the content creator.

Creative work that instantly captivates and holds an audience’s attention influences their lives.

Transcribing the thoughts in your head won’t always serve a purpose. You must construct helpful and manageable instructions for your audience — the reader will do something differently in her daily routine after learning about the information you share on a specific topic.

That’s easier said than done.

You obviously want to establish your website as an authoritative publication in your niche, but in order to cross that threshold you need to critically examine your cornerstone content.

Strengthening your ability to create content that spreads includes improving your editing skills. Editors transform basic text into powerful stories (in all media) that persuade people to take action.

Once you’ve written a draft, you’re still not ready to hit “publish” just yet. Here are 15 copy editing tips that help turn your articles, landing pages, webinars, and podcasts into shareable works of art.

Copy Editing Stage 1: Pre-revision rituals

  1. Walk away. Realistically evaluate your post’s urgency. Unless you must meet a strict deadline, take a break for at least a day after you’ve completed your post. New ways to modify your writing will become evident after you’ve created some distance from your initial creation.
  2. Release attachment. Forget that you wrote the content and consciously assume an Editor Mindset that’s free from your Writer Ego. As an editor, you have no problem evaluating and deleting to produce a more coherent and complete post. Proactive editing shouldn’t be devastating.
  3. Create a new document. Prepare to save everything you remove because writing consistent posts for your blog is a fluid process. Content that’s excessive or irrelevant for a certain post shouldn’t go to waste. Use those ideas as a springboard for your next article.
  4. Indulge a bad habit. Perform one fast, superficial reading to gratify the impulse to skim your text. Each subsequent reading should be a meticulous review of the text.
  5. Self-evaluate. As you lightly read your post, write side notes without changing the draft. If you didn’t communicate your intentions accurately, use these notes as an opportunity to record leftover ideas you thought you included but actually didn’t. You’ll use the notes in Stage 2.

Copy Editing Stage 2: Comprehensive cutting and pasting

  1. Summarize your goal. Write your straightforward aim in about 25 words, and then edit your summary until you have a succinct headline that includes the “Four U’s” of copywriting: ultra-specific, unique, useful, and urgent. Writers often assume that readers will quickly understand their main point even though they haven’t explicitly stated it.
  2. Avoid overwhelm. Weak sections may appear in final versions of blog posts if you don’t edit enough because reviewing the entire post in one sitting overwhelms you. For example, I edited this post in five different sessions. Begin with your favorite part to generate editing momentum.
  3. Pamper your audience. Ask yourself, “How does this information help my reader?” after each sentence. Each paragraph should satisfy an element of CMKR — provide Comfort, be Memorable, share Knowledge, or list Resources.
  4. Consider alternatives. Incorporate notes you made during Pre-Revision as you reorganize or combine sentences, shorten or lengthen paragraphs, or change the order of the text. If you often repeat a word, keep it in the most appropriate place, and replace it with synonyms in other instances.
  5. Eliminate questions. Use the “Fifth U” that pertains to editing the body of your copy: unmistakable. You never want your reader to guess or have the thought, “I don’t really follow. Is he trying to say ___?” If a reader strains to comprehend your message, she won’t have any motivation to share your writing with others.

Copy Editing Stage 3: Razor-sharp proofreading

  1. Don’t rush. Your content needs to be solid before you proofread. You’ll notice errors more easily when you’re not still rewriting and rearranging portions of your blog post. If you begin proofreading but find yourself copy editing too much, continue with Stage 2 until you’re ready for Stage 3.
  2. Be curious. Read slowly, as if each word is foreign to you. It’s time to scrutinize each word to make sure it’s the perfect fit for that sentence. A slow proofreading practice also helps you catch real-word typos, such as “my” instead of “may,” “through” instead of “thorough,” “most” instead of “post,” or “to” instead of “too.”
  3. Get mechanical. Proper writing mechanics ensure that your blog post is effortlessly comprehensible. A few grammar, spelling, or punctuation mistakes won’t necessarily ruin your reputation, but they may ruin great ideas by making them confusing.
  4. Value consistency. Create a style guide for your blog post that lists all proper names, terms, and phrases. Professional, polished writing doesn’t have inconsistencies such as varied capitalization or punctuation when referring to the same word. For example, if “Walmart” is the correct spelling, you should never also write “Wal-Mart,” “WalMart,” or “Wal-mart” within the same post.
  5. Categorize your progress. Stop proofreading a section of your text once you know it’s flawless and focus on weaker areas. Highlight the text in green if it’s completely proofread, yellow if it’s partially finished, and red if it still needs a good amount of your attention. When all the text is green, read your post one more time out loud. You should be able to read it without making any changes.

Adaptation is essential to effective communication

Editing improves your writing because language that impacts readers doesn’t always materialize immediately. Your concepts become more persuasive when you manipulate and craft your original words.

During in-person communication, you can rephrase your verbal speech if you observe a puzzled or clueless look on someone’s face. With writing, you don’t get the luxury of such feedback until after you’ve published. At that point, you don’t get another chance to explain yourself; a reader will simply stop reading.

How do your copy editing techniques differ from your writing practices?

Share your favorite revision tips in the comments below!

About the Author: Stefanie Flaxman is the creator of Revision Fairy. Get more from @RevisionFairy on Twitter and Google+.

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Build a Better Professional Network and Transform Your Business


Did you know there is a direct correlation between who you spend time with and what your life looks like?


You tend to be happier if you hang out with happy people, more successful if you hang out with successful people, more pessimistic if you hang out with pessimistic people.

So if you’ve got some audacious goals and want to nudge them closer to reality, one thing you can do is spend more time with the people who have the qualities you want.

Business savvy. Well-balanced. Optimistic. Knowledgeable. And yes, successful.

If you want to uncover career-enhancing opportunities, rewarding projects, and a better life, think about the kinds of people you can start to surround yourself with. Because success rubs off.

How do you find these folks? Well here are some ideas about how to get started.

Understand that influential people can dramatically change your life

This has always been true in business, but the effect is hugely amplified by the internet. Success in the 21st century isn’t created solo. It’s built within a web.

According to Lewis Schiff, if you are connected to six highly-connected people (as most very successful people are), they each open up their networks to you.

A handful of good connections can open out to thousands (or hundreds of thousands) of new connections — and one chance encounter could do unbelievable things for you.

These might be the web’s “movers and shakers” — the powerful voices with big audiences.

But it can also be the perfect business partner, or the striking creative voice that gives a vision to your business. Your next business-changing connection could be a vendor, a client, or just a friend who’s really smart about marketing strategy and is happy to lend a hand.

We all have something to contribute, and we all have areas where we aren’t strong. A network lets you find your complements, so you can do more of what you’re fantastic at.

Focus on building an effective network — not a massive one

There are some people who seem to make a profession out of networking. And given the amount of time they spend socializing online, it’s tempting to wonder when they actually do any business.

Being social is great, but you don’t need the world’s most massive network. You need a few strong connections with people you feel a real resonance with. Sometimes you get really lucky, and those people have audiences that are on your wave length as well.

When you start building your network, focus at first on a few people — maybe five or six. Make yourself damned useful. Understand their work, what they’re passionate about. If they have an audience, find out what that audience cares about.

Pay attention — not in a phony, creepy way, but because you’re interested in what they have to say.

Go beyond social media

Most of us who work at Copyblogger Media met Brian Clark through social media.

We didn’t stop with chatting on Twitter about Phineas and Ferb, 80s music, and Fight Club, though. (Although that didn’t hurt.)

Social media is great for starting relationships, but when you get the chance, take things further. Trade emails. Go to conferences. Do projects together. Get into real conversations.

Copyblogger Media was born out of this kind of networking leading to partnerships, and it’s evolved into a bunch of bright misfits doing meaningful work together.

Don’t be creepy

One of the best ways to build a professional network is to be the kind of person other successful people want to be around.

Be helpful. Be confident. Know what you bring to the table — even if it’s mainly boundless enthusiasm. Contribute. Know how to give, and also know how to ask. Treat everyone with respect, whether they’re “influential” or not. And remember not to squee on your shoes when you meet your heroes! Being a fan is great; being a rabid fan is a little … scary.

The best kind of success — the kind I value — is measured primarily by the number of people you can help. Not by selling yourself short (that doesn’t help anyone), but by building something worthwhile and getting the word out. Making honest, real connections can help you with that. When you’re on a cool mission, the people who can help will find that attractive.

Discover where the influencers hang out

So where do you find this network? Well, you start by figuring out where they hang out.

Do they have a blog? What conferences do they go to? Where do they speak? What forums do they haunt? When do they hit the bars?

If you happened to be in Austin for South by Southwest interactive this year, I hope you made it to our party. It was a hell of a place to connect with bright people — online influencers, creative business minds, talented artists and writers, and an assortment of rock stars, ninjas, and (my favorite) goonies.

We like bringing smart, successful people together. It’s fun and it’s interesting, and we learn a lot from the connections that are sparked. We’re going to have some more thoughts to share with you on that very soon, so stay tuned.

How about you?

Ever made a connection that’s made all the difference in your business or your life? Let us know about it in the comments.

About the Author: Sonia Simone is co-founder and CMO of Copyblogger Media. Get more from Sonia on Twitter and .

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