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First visit by UK prime minister since 2018 expected to come after London approves Beijing’s ‘mega’ embassy plansView the full article

Google has been saying that no one uses the LLMs.txt file, that Google won't use it, that it can be useless, and you probably should noindex it if you do use it. Well, Google itself uploaded an LLMs.txt file for the Google Search Central portal.View the full article

Microsoft Advertising reportedly made two updates to its ad platform recently. One on how ad disapprovals work and the other on the time it takes to see a conversion be recorded in the ad reporting interfaces.View the full article

On birth rates, the lockdown and above all Brexit, the right is out of touch with the public View the full article

Turn your landing pages into revenue drivers that enhance conversion efficiency and campaign scalability. The post How To Maximize Paid Ads Profitability With A Strategic Landing Page Audit appeared first on Search Engine Journal. View the full article

Google’s AI Overviews have reshaped search almost overnight. For paid search marketers, the fight for above-the-fold visibility is no longer just about ad rank – it’s now a push to appear above the AI result itself. This shift follows the rapid surge in AI Overviews that Adthena highlighted in our previous study. That analysis showed AI Overviews quickly moving beyond informational queries and into shorter, high-volume commercial searches. The mechanism behind this decline is clear: AI Overviews intercept attention, cut click-through rates (CTRs), and push both organic and paid listings lower on the page. The result: fewer clicks and less revenue. Adthena’s new research pinpoints how often advertisers win ad placement above AI Overviews across seven major industries, device types, and query categories. The findings reveal clear winners and uncover opportunities that paid search teams can act on now. The topline reality: Ad position visibility is lost 25% of the time The summary table below offers a crucial industry benchmark for the battle over the top spot, showing the percentage split of ads appearing above or below AI Overviews across seven industries. Strategic implications from the topline data The leaders: Industries like Travel, Energy, Financial Services, and Retail consistently land above the AI Overviews in more than 75% of appearances. That still means 1 in 4 paid ads are affected by AI Overviews across major sectors. For keywords that drive millions in revenue, this 20% to 30% exposure creates immediate, high-cost instability that directly threatens ROI. The runners-up (the risk of being hidden): Healthcare stands out as the clear outlier, with ads appearing below the AI Overviews 64.6% of the time. Because healthcare searches are high-stakes and research-heavy, Google’s AI tends to dominate the SERP to deliver “expert” information first. That choice severely limits ad visibility and wipes out nearly two-thirds of the new above-the-fold space. The volatility: Gaming shows a clean 50/50 split. In this vertical, visibility becomes a coin flip, reinforcing the need for highly dynamic bidding strategies. The device divide: Why mobile is your biggest threat Device Split data over a snapshot one-week period reveals that the risk of ads being pushed below the AI Overviews is heavily exacerbated by the mobile environment, where SERP real estate is severely compressed. Strategic implications on device differences Automotive’s Mobile Problem: While Automotive shows a solid overall “Above %” rate, the daily trends tell a different story. On mobile, ads are pushed below the AI Overviews nearly half the time. And on a small screen, an ad buried under a long AI Overview is often invisible without a full scroll. That drop in placement leads to lower visibility and CTR. The “double whammy”: For industries like healthcare, desktop ads sit below the AI Overviews most of the time, while mobile performs slightly better. This suggests the AI Overviews box may be tuned for mobile screens in a way that occasionally leaves one or two ad slots visible, but the desktop view is still dominated by AI. Marketers need to tailor their creative to the narrow window of opportunity available on the mobile SERP. Actionable insight: Mobile is where the disruption from AI Overviews hits hardest. For industries like healthcare and gaming, where the mobile “Below %” rate is disproportionately high, securing top ad rank becomes a matter of screen survival. The query intent test: Where does AI Overviews win and lose? In general, long queries (high word count) tend to be informational and more likely to trigger AI Overviews. Short queries (low word count) are usually transactional. The table below, however, exposes a counterintuitive industry pattern. This table shows the relationship between query complexity (user intent) and AI Overviews dominance across query lengths from one to 10 words. Strategic implications on query intent AI Overviews dominance on the fringes: Healthcare shows a clear pattern: as queries become longer (10 words), the ad’s position above the AI Overviews drops to 0.0%. This confirms that Google views complex health-related questions, pushing all commercial intent below the scroll. Gaming is the opposite: short terms (1-2 words) see 0.0% visibility above the AI Overviews, suggesting a SERP feature (like a pack or video) or a strong organic result is claiming the top spot, forcing the ad below the AI Overviews. However, on long terms (Word Count 7-9), ads take 100% of the above-AI Overviews space. This is a massive opportunity to intercept users in the deep research phase. The unexpected paid search opportunity (Automotive & Travel): In industries like Automotive and Travel, ads actually perform better on longer, more informational queries than on short, high-volume terms. For Automotive, the “Ad Above AI Overviews” rate jumps from 21.9% (1 word) to over 74% (4 words). Strategic implication: This challenges the traditional PPC strategy. Instead of avoiding informational keywords where AI Overviews are present, paid marketers should be aggressively bidding on these mid-to-upper-funnel queries, as the ad position relative to the AI Overviews is highly favorable, allowing them to intercept the user’s journey before a final decision is made. Next steps for paid search marketers Adthena’s study confirms the Google AI Overviews threat is segmented. The best strategy is precision: know when and where your ads beat the AI Overviews position and adjust bids and creative. While this is still early data, as AI Overviews frequency continues to increase, this percentage of ad position might change. We recommend you regularly audit profitable keywords to proactively manage visibility in the changing AI search landscape. Here are three critical, actionable next steps for paid search marketers: 1. Have you explored testing a device-specific strategy? The data shows that mobile devices often magnify visibility loss from AI Overviews, especially in categories like automotive. Consider testing a device-specific campaign strategy, particularly for campaigns hit hardest by AI Overviews cutting into ad visibility. 2. Have you identified quick wins in keyword coverage? The word count data reveals some counterintuitive opportunities. In industries like Gaming and Automotive, long-tail informational queries (four or more words) are where ads often secure strong placement above the AI Overviews. That means there may be high-visibility traffic in mid- to upper-funnel searches that your competitors are overlooking. 3. Have you reviewed your ad copy against the AI answer? AI Overviews often miss brand nuances and emotional cues. To earn the click, your ad must do what the AI cannot: give users a clear, compelling, and urgent reason to leave Google’s summary and choose you. Messaging that highlights trust, guarantees, or speed can break through AI’s generic tone. Focus your copy on transactional hooks such as deals, free shipping, limited-time offers, or scarcity (“12 hours left to buy”). Build trust and emotion with human-centered elements like customer service, testimonials, and your unique brand story. The SERP has changed. The data shows that marketers who gain real-time, granular visibility into their ad position relative to AI Overviews – and act on it – will be the ones who succeed in this new paid search landscape. Ready to see where your ads sit today? Adthena shows exactly when your ads appear above or below AI Overviews, so you can stay ahead of how AI Search is disrupting performance. Book a demo to see where you stand on the SERP. View the full article

Trends, launches, algorithm shifts, new platforms... As a social media manager or creator, there's a lot beyond your control. But there are some things you can plan for. And doing that makes creating space for the many spur-of-the-moment posts you’ll need to create in 2026 just a smidge easier. Enter: This comprehensive list of all major dates you might need to create content about, from January to December. Everything from key national holidays, culturally important dates, headline-making events, and tongue-in-cheek holidays. Superbowl LX? Dress Up Your Pet Day? Mother’s Day? It’s all here. Use this comprehensive list to mark what matters for your audience, pause during slower periods, and spark ideas you can queue up in Buffer across Instagram, X, Facebook, LinkedIn, YouTube, TikTok, Threads, Bluesky, and Mastodon. Whether you want to schedule some posts in advance (gold star for you!) or just note these dates on your calendar for 2026, it all helps. 🏖️ Pro tip: Note the travel and holiday slowdowns — like European summer or U.S. Thanksgiving — where you might scale back or switch to lighter content. 💡 Bonus pro tip: These dates are accurate for the USA and many other parts of the world. But if the majority of your audience is not based in the US, you might want to double-check them for your region. Mother’s Day and Father’s Day are big ones to note. Jump to a month: January 2026 February 2026 March 2026 April 2026 May 2026 June 2026 July 2026 August 2026 September 2026 October 2026 November 2026 December 2026 🌴Schedule your content ahead of time so you can take a break! With Buffer, you can schedule posts on multiple channels, including Facebook, X, Instagram, LinkedIn, YouTube, TikTok, Threads, Bluesky, and Mastodon. Get started with Buffer, free →January 2026Monthly themes and events National Mentoring MonthNational Slavery and Human Trafficking Prevention MonthDry JanuaryJan 1 — New Year's Day (Federal Holiday) Jan 2 — Science Fiction Day Jan 8 — World Typing Day Jan 11 — Golden Globe Awards Jan 12 — Clean Off Your Desk Day Celebrated on the second Monday of January, this is one of my personal favorites. This day is the perfect time for decluttering and organizing workspaces for better productivity and mental clarity. Fun fact: An organized workspace is proven to boost focus and reduce stress. Content ideas: Time-lapse your desk reset. Here’s a great example for TikToker Cozy K.Share "5 declutter tips" carouselHost a "desk glow-up" photo challengeJan 14 — Dress Up Your Pet Day Jan 15 — National Hat Day Jan 16 — International Hot and Spicy Food Day Jan 19 — Martin Luther King Jr. Day (U.S.) Jan 19 — National Popcorn Day Jan 20 — Blue Monday Blue Monday, supposedly the “worst Monday of the year,” was originally started as a travel company marketing stunt in 2005. While the science behind it is questionable (it was based on a made-up formula), the day has evolved into something a little more meaningful. Between cold weather, tight budgets after the holidays, and abandoned New Year's resolutions, January can genuinely feel heavy for a lot of people. Mental health organizations have co-opted Blue Monday as a springboard for conversations around self-care and checking in on each other. Content ideas: Share mental health resources or tips for beating the winter bluesPost feel-good content like cute pets, uplifting music, or inspiring stories — a “carousel of positivity”Start a "Brighten Blue Monday" challenge, encouraging random acts of kindnessShare what you're doing to prioritize well-being this monthJan 21 — National Hugging Day Jan 24 — International Education Day Jan 25 — Opposite Day Jan 26 — Community Manager Appreciation Day (Fourth Monday) Jan 27 — Chocolate Cake Day Jan 28 — Data Privacy Day Jan 28 — International Lego Day Jan 31 — Inspire Your Heart with Art Day ✨Looking for even more content ideas to get you started? Don’t miss our free social media template library — it could make your 2026 planning a smidge easier.February 2026Monthly themes and events Black History Month (US)LGBT+ History Month (UK)Winter Olympics Milan 2026 (Feb 6–Feb 22)Feb 1 — Grammy Awards Music's biggest night returns to Los Angeles on February 1. Content ideas: Share your top artist predictionsPost a "soundtrack to our brand" playlistReact to viral moments from the ceremonyFeb 2 — Groundhog Day Feb 3 — Carrot Cake Day Feb 4 — World Cancer Day Feb 5 — National Nutella Day Feb 6 — Winter Olympics begins Feb 7 — National Send a Card to a Friend Day Feb 8 — Super Bowl LX Whether your audience watches for the game, the commercials, or halftime show, the Super Bowl is a cultural moment that transcends sports. Super Bowl LX is set to take place at Levi's Stadium in Santa Clara, California, and will dominate social feeds all over the world. (Take it from someone in South Africa — it even reaches us here!) The 2025 game drew over 123 million viewers, making it one of the most-watched events of the year. Beyond the game itself, the Super Bowl has become synonymous with creative advertising, viral halftime moments, and watch parties. For brands, it's a chance to join the conversation without needing to buy a $7 million ad spot. Content ideas: Live-react to standout commercials or halftime performancesHost a "Big Game prediction" poll on who will win or which ad will steal the showShare game-day recipes or setup ideas for the ultimate watch partyPost a relatable meme about tuning in just for the commercialsFeb 9 — National Pizza Day Feb 10 — Safer Internet Day Feb 11 — Make a Friend Day Feb 14 — Valentine's Day Celebrate love, community, and kindness — not just couples. Content ideas: "Letter to our customers" carouselSelf-love giveaway with small giftsPost stories of partnerships or collaborations you cherishFeb 17 — Lunar New Year (Year of the Fire Horse) The Lunar New Year marks renewal and prosperity across East and Southeast Asia, celebrated with family gatherings, traditional foods, and vibrant customs. 2026 is the Year of the Fire Horse, which symbolizes ambition, strength, and a bold, energetic spirit. Content ideas: Share a carousel about Lunar New Year traditions and their meaningsCreate a post exploring Fire Horse personality traits and ask followers if they resonateFeature Asian-owned businesses, creators, or recipes tied to the celebrationPost a "Happy Lunar New Year" message with festive visualsFeb 16 — Presidents' Day (U.S.) Feb 17 — Random Acts of Kindness Day Feb 18 — Ash Wednesday Feb 21 — International Mother Language Day Feb 22 — World Thinking Day Feb 28 — National Skip the Straw Day 🎶Need trending sounds for your next TikTok or reel? We've got you covered with the latest trending sounds on Instagram and trending songs on TikTok.March 2026Monthly themes and events Women's History MonthAmerican Red Cross MonthMar 1 — World Compliment Day Mar 2 — Read Across America Day (Dr. Seuss' Birthday) Mar 3 — World Wildlife Day Mar 4 — National Grammar Day Mar 6 — Employee Appreciation Day Mar 7 — National Day of Unplugging Mar 8 — Daylight Saving Time begins Mar 8 — International Women's Day International Women's Day celebrates the achievements of women and promotes gender equality worldwide. Each year, the day centers around a theme (2026’s theme is “Give to Gain”), offering a framework for meaningful conversations about progress and what still needs to change. Social media lights up with tributes to women leaders, stories of resilience, and calls to action around equal pay, representation, and access to opportunities. It's a day to spotlight the women in your life, in your community, or in your industry. Content ideas: Spotlight women on your team with behind-the-scenes storiesShare the year's theme and three ways you're supporting itCollaborate with a women-led brand or creator for a takeover or co-postAsk your audience: "Which woman inspires you and why?"Mar 10 — International Day of Awesomeness Mar 10 — National Landline Telephone Day Mar 13 — Popcorn Lover's Day Mar 14 — Pi Day Mar 14 — World Sleep Day Did you get enough sleep last night? Me neither. Hence: World Sleep Day. The date was created to boost awareness about the importance of sleep for health and well-being. The theme changes annually, but the core message is consistent: better sleep equals better health, mood, and productivity. Content ideas: Share science-backed tips for better sleep (blackout curtains, screen-free time, consistent schedule)Post a poll: "How many hours of sleep did you get last night?"Create a carousel on common sleep myths vs. factsShare your team's favorite ways to wind down at nightMar 15 — World Consumer Rights Day Mar 17 — St. Patrick's Day Mar 18 — Global Recycling Day Mar 15 — Academy Awards (Oscars) Mar 20 — International Day of Happiness Mar 21 — World Down Syndrome Day Mar 22 — World Water Day Mar 28 — Earth Hour At 8:30 p.m. local time, millions of people around the world switch off their lights for one hour to raise awareness about climate change and environmental action. Started by the World Wildlife Fund in 2007, Earth Hour has become a global movement encouraging both people and organizations to take tangible steps toward sustainability. Earth Hour is an easy, visual moment for brands (or creators!) to show their commitment to sustainability without requiring a massive campaign. The before-and-after photos alone make for compelling social content. Content ideas: Share your participation with a simple “lights off” videoShare before-and-after images of your office or home during Earth HourPost a carousel on "3 easy eco swaps you can make this week."Use your platform to boost the reach of an environmental nonprofit or eco-creators by reposting their contentApril 2026Monthly themes and events Stress Awareness MonthNational Poetry MonthApr 1 — April Fools' Day Apr 2 — World Autism Awareness Day Apr 3 — Good Friday Apr 5 — Easter Sunday Apr 10 — National Siblings Day Apr 11 — National Pet Day Apr 14 — International Moment of Laughter Day Apr 16 — National Wear Your Pajamas to Work Day This content practically creates itself, doesn’t it? The lighthearted holiday celebrates comfort and gives everyone permission to stay cozy. For remote workers like me, it's basically just another Tuesday — but it's still a fun excuse to acknowledge the shift toward flexible work culture and the blurring lines between home and office. Content ideas: Post a team photo in matching or themed pajamasShare your "WFH uniform" and ask followers to do the sameCreate a reel showing the quick transition from pajamas to "Zoom-ready"Run a "best pajama" contest with a small prizeApr 21 — World Creativity and Innovation Day Apr 22 — Earth Day Apr 23 — World Book Day Apr 23 — Take Our Daughters and Sons to Work Day Apr 28 — Pay It Forward Day Founded in 2007, Pay It Forward Day is a global movement encouraging small acts of kindness that create a ripple effect. The idea is simple: do something kind for someone without expecting anything in return, and inspire them to do the same for someone else. This day is perfect for community-focused brands and creators who want to spotlight good happening in the world. User-generated content around acts of kindness tends to perform well because people genuinely want to share and celebrate these moments. Content ideas: Post "one small act" challenges and invite followers to share what they didHighlight a customer, creator, or community member doing goodPartner with a nonprofit to amplify their work, or simply boost their reach by resharing their content to your own followeresApr 30 — International Jazz Day May 2026Monthly themes and events National Barbecue MonthLupus Awareness MonthMental Health Awareness MonthMay 1 — May Day / International Workers' Day May 3 — World Press Freedom Day May 4 — International Firefighters' Day May 4 — Star Wars Day Because "May the Fourth be with you." What started as a pun has become a full-blown pop culture holiday, celebrated by Star Wars fans around the globe. From movie marathons to themed merchandise drops, brands across industries find creative ways to tie into the force. Star Wars Day is one of those rare holidays where even brands with no connection to the franchise can jump in with a clever pun or reference, and the audience will love it. It's lighthearted, nostalgic, and endlessly meme-able. Content ideas: Run a poll: "Which Jedi power would you choose?"Post a team photo with lightsabers or Star Wars propsShare which Star Wars character best represents you or your brand and whyMay 5 — Cinco de Mayo May 8 — World Red Cross Day May 9 — National Train Day May 10 — Mother's Day (U.S.) Celebrated on the second Sunday of May, Mother's Day honors moms, caregivers, and maternal figures. It's one of the biggest retail holidays of the year, of course, but it’s got a far more important message at its core. Mother's Day content that focuses on genuine appreciation, storytelling, and community tends to resonate most. User-generated campaigns work particularly well here, as people love sharing tributes to the mother figures in their lives. Content ideas: Launch a "Thank you, mom" user-generated campaign asking followers to share tributesCreate a gift guide carousel with thoughtful, accessible optionsSpotlight employees or customers sharing the best advice they got from their momsPost a heartfelt message acknowledging all types of caregiversMay 15 — International Day of Families May 17 — International Day Against Homophobia, Transphobia & Biphobia May 20 — World Bee Day May 21 — World Whisky Day May 24 — National Scavenger Hunt Day May 25 — Memorial Day (U.S.) June 2026Monthly themes and events Pride Month2026 FIFA World Cup (June 11–July 19)Men's Health Week (June 15–21)Jun 1 — World Milk Day Jun 3 — World Bicycle Day Jun 4 — National Cheese Day Jun 4 — Hug Your Cat Day Another post that practically creates itself. This extra special day is dedicated to celebrating our feline overlords, whether they like it or not. Pet content is one of the most reliable engagement drivers across platforms, and cat people are especially enthusiastic. This is an easy win for creators or brands looking to post something fun and approachable. Content ideas: Share photos of your team's cats (or your office cat if you have one. Can I come visit, please?)Run a "cutest cat" photo contest with a small prize. Scritches?Partner with a local animal shelter to highlight cats available for adoptionJun 5 — World Environment Day Jun 5 — National Donut Day Jun 8 — World Oceans Day Jun 8 — Best Friends Day Jun 11 — FIFA World Cup kicks off Jun 12 — Loving Day Jun 14 — Flag Day Jun 14 — World Blood Donor Day Jun 18 — International Sushi Day Jun 18 — Sustainable Gastronomy Day Jun 19 — Juneteenth (U.S.) Jun 20 — World Refugee Day Jun 21 — Father's Day (U.S.) Celebrated the third Sunday of June, Father's Day honors dads, father figures, and the people who've stepped into mentorship roles. Father's Day content that's personal, funny, or tied to specific memories tends to perform best. Dad jokes, nostalgic photos, and heartfelt tributes all have a place here. Content ideas: Share customer or follower stories about meaningful father figuresPost a "dad jokes only" thread (bonus points if they're really bad)Create a photo carousel: "Our team's dads through the years."Spotlight fathers on your team and what they've learned from fatherhoodJun 21 — International Yoga Day Jun 21 — World Music Day Jun 21 — Summer Solstice (First Day of Summer) Jun 21 — National Selfie Day Jun 30 — Social Media Day July 2026Monthly themes and events National Ice Cream MonthNational Grilling MonthJul 4 — Independence Day (U.S.) Jul 7 — World Chocolate Day Jul 16 — National Ice Cream Day Jul 17 — World Emoji Day Celebrated since 2014, World Emoji Day honors the tiny symbols that have become a universal language online. The date was chosen because it appears on the calendar emoji 📅 — a fitting bit of meta humor for a day dedicated to digital communication. Emoji-related content is playful, accessible, and tends to drive high engagement because everyone uses emojis. It's also an easy opportunity for brands to show personality. Content ideas: Challenge your audience: "Describe your day in 3 emojis."Post a caption using only emojis and ask followers to guess what you meanRun a poll: "Which emoji needs to retire?" or "Which emoji do you overuse?"Share the emoji that best represents your brandJul 18 — Nelson Mandela International Day Jul 22 — National Hammock Day Jul 24 — National Tequila Day Jul 30 — International Day of Friendship August 2026Monthly themes and events National Immunization Awareness MonthBlack Business MonthAug 1 — National Girlfriend Day Aug 8 — International Cat Day Aug 9 — Book Lovers Day A tribute to readers, writers, and the stories that shape us. While it's not as widely recognized as World Book Day, it's gained a dedicated following among literary communities and anyone who loves a good recommendation. (It’s me. 🙋‍♀️) Book content — whether it's reading lists, covers, quotes, or cozy reading setups — performs consistently well on visual platforms like Instagram. It's also a great way to show a more personal side of your brand. Content ideas: Post your team's current reading list or all-time favoritesAsk followers for book recommendations in your nicheShare a book that inspired your brand or businessCreate a "summer reading" carousel with quick summariesAug 12 — International Youth Day Aug 13 — International Left-Handers Day Celebrated since 1976, International Left-Handers Day raises awareness about the unique challenges left-handed people face in a predominantly right-handed world (scissors, notebooks, can openers — the list goes on). About 10% of the global population is left-handed, including some pretty famous names like Barack Obama, Oprah Winfrey, and Leonardo da Vinci. This is a fun, niche holiday that lets you celebrate a specific part of your audience or team in a lighthearted way. Content ideas: Spotlight left-handed people on your teamShare fun facts about left-handedness (like how it's more common in creative fields)Ask followers: "Are you left-handed? What's the most annoying thing about it?"Post a poll: "Left-handed or right-handed?" to see the splitAug 15 — National Relaxation Day Aug 19 — World Photography Day Aug 21 — Senior Citizens Day (U.S.) Aug 23 — Ride the Wind Day Aug 26 — National Dog Day Aug 31 — National Trail Mix Day September 2026Monthly themes and events Suicide Prevention MonthFriendship MonthHispanic Heritage Month (Sept 15–Oct 15)Sep 4 — National Wildlife Day Sep 7 — Labor Day (U.S.) Sep 8 — International Literacy Day Sep 12 — National Video Games Day Sep 13 — Positive Thinking Day Sep 15 — Hispanic Heritage Month begins Sep 15 — Make a Hat Day Sep 19 — International Talk Like a Pirate Day Started in 1995 as an inside joke between two friends, International Talk Like a Pirate Day has become a beloved internet holiday. It's silly, it's harmless, and it gives everyone an excuse to say "arrr" and "matey" without (much) judgment. Brands that lean into the absurdity and have fun with it tend to see great engagement. It's one of those rare days where being a little ridiculous is not only acceptable but encouraged. Content ideas: Rewrite your product descriptions in pirate speak for the dayPost a pirate-themed meme related to your industryRun a caption contest: "Best pirate pun wins"Share a "treasure map" graphic pointing to your best resources or productsSep 20–21 — Yom Kippur Sep 21 — World Gratitude Day Sep 22 — First Day of Fall (Autumn Equinox) Sep 26 — National Pancake Day Sep 27 — World Tourism Day Sep 29 — National Coffee Day Sep 30 — International Podcast Day October 2026Monthly themes and events Domestic Violence Awareness MonthBreast Cancer Awareness MonthOct 1 — International Coffee Day Oct 2 — National Custodial Worker's Day Oct 4 — World Animal Day Oct 5 — World Teachers' Day Established by UNESCO in 1994, World Teachers' Day celebrates educators and their role in shaping lives and communities. Teachers are often underpaid and underappreciated, making this day a meaningful opportunity to acknowledge all the good they do. It's also a good reminder that education and mentorship happen in all kinds of settings, not just classrooms. Content ideas: Thank teachers with a community shoutout asking followers to share their favorite teacherFeature an educator or education-focused creator in your industryDonate to a classroom wishlist on DonorsChoose and encourage others to do the samePost about mentors or teachers who influenced your career pathOct 10 — World Mental Health Day Established by the World Health Organization in 1992, World Mental Health Day raises awareness about how important mental health is. Each year focuses on a different theme, but the core message remains: mental health is health, and it deserves the same attention and resources as physical health. Mental health content consistently resonates because it's something nearly everyone thinks about, even if they don't always talk about it. Sharing openly and authentically makes a difference. Content ideas: Share three small, science-backed habits for reducing stressCollaborate with a therapist or mental health expert for a Q&A or guest postHighlight your team's mental health practices (therapy benefits, mental health days, etc.)Ask followers: "What's one thing you're doing to support your mental health?"Oct 11 — International Day of the Girl Child Oct 12 — Columbus Day / Indigenous Peoples' Day (Second Monday) Oct 13 — International Suit Up Day Oct 16 — World Food Day Oct 20 — International Sloth Day Oct 24 — United Nations Day Oct 29 — National Cat Day Oct 31 — Halloween November 2026Monthly themes and events Men's Health Awareness Month (Movember)Epilepsy Awareness MonthNov 1 — Daylight Saving Time ends (US) At 2 a.m., clocks "fall back" one hour, giving everyone an extra hour of sleep (in theory). While most people appreciate the bonus hour, the time change can mess with sleep schedules, productivity, and even social media posting times if you're not careful. This is a practical and relatable moment that nearly everyone in the US experiences simultaneously. A friendly reminder post might actually be helpful. Content ideas: Post a reminder graphic the day beforeShare a cozy (tongue-in-cheek?) "extra hour of sleep" memeAsk: "What are you doing with your extra hour?"Nov 8 — Diwali Nov 11 — Veterans Day (Federal Holiday) Nov 13 — World Kindness Day Nov 19 — International Men's Day Nov 21 — World Hello Day Nov 25 — National Day of Listening Nov 26 — Thanksgiving (U.S.) Nov 27 — Black Friday Black Friday kicks off the holiday shopping season and is the biggest retail day of the year in the US (and now, in many countries all over the world). What started as a single day of in-store sales has evolved into a week-long (or longer) shopping event spanning online and offline channels. For brands, Black Friday is a major revenue opportunity, but it's also increasingly crowded. Standing out requires creativity, authenticity, and a clear value proposition. Some brands have also opted out of Black Friday entirely, choosing instead to promote values like sustainability or shopping small. Here are some out-of-the box Black Friday marketing ideas for your campaign. Content ideas: Promote ethical or small-business shopping alternativesLaunch limited-time bundles or exclusive offersShare a "thank you" post to customers after the sale endsHighlight the story behind your products rather than just discountsNov 28 — Small Business Saturday Nov 30 — Cyber Monday December 2026Monthly themes and events Hanukkah: Dec 4–12Kwanzaa: Dec 26–Jan 1Dec 1 — World AIDS DayDec 3 — International Day of Persons with DisabilitiesDec 4 — Hanukkah begins Dec 5 — World Soil Day Dec 8 — Pretend to Be a Time Traveler Day I promise I did not make this one up! Started in 2007 on an online forum, Pretend to Be a Time Traveler Day encourages people to dress, speak, and act like they're from another time period — whether that's medieval times, the 1920s, or the distant future. This is peak "weird internet holiday" energy, and brands that embrace the absurdity often see surprisingly strong engagement. AI image and video generators mean there are no limits to what you could create for this content, too. Content ideas: Post a "then vs. now" showing how your industry has evolvedShare what you think your product or industry will look like in 50 yearsAsk followers: "What time period would you travel to?"Create a playful graphic: "If our brand existed in [time period]"Dec 10 — International Human Rights Day Dec 10 — Nobel Prize Day Dec 11 — International Mountain Day Dec 19 — National Ugly Christmas Sweater Day National Ugly Christmas Sweater Day encourages people to embrace the tackiest, most over-the-top holiday knitwear they can find. What started as an ironic fashion statement has become a full-blown tradition. Ugly sweater party, anyone? Ugly sweater content is fun, festive, and highly shareable. It's also an easy way to show your team's personality during the busy holiday season. Content ideas: Post a team photo or reel in matching (or hilariously mismatched) ugly sweatersRun a follower photo contest for the best ugly sweaterOffer a playful discount code like UGLYSWEATER20Share where to find the best (worst?) ugly sweaters onlineDec 21 — Winter Solstice (First Day of Winter) Dec 23 — Festivus Dec 24 — Christmas Eve Dec 25 — Christmas Day Dec 26 — Kwanzaa begins Dec 26 — Boxing Day Dec 31 — New Year's Eve How to use this social media calendarNow that you have all these dates saved, here's how to turn them into actual content without scrambling at the last minute. 1. Pick the dates that matter to your audienceNot every holiday or event will resonate with your community, and that's totally fine. Start by going through the list and marking the ones that align with your brand values, audience interests, or industry. For example, if you run a pet supplies business, National Dog Day is a no-brainer. If you're a B2B SaaS company, Social Media Day or Labor Day might be better fits. Understanding what to post on each social media platform can help you match the right content to the right moment. 2. Schedule posts in advanceOne of the best parts of having a content calendar is being able to schedule posts ahead of time. Social media management tools (like Buffer!) let you queue up content weeks or even months in advance, so you're not scrambling to post in real-time. The best time to post on Instagram is typically around 3 p.m. on weekdays, while LinkedIn sees peak engagement during work hours. TikTok's sweet spot tends to be evenings and weekends. Scheduling your content at these optimal times can give your posts a better chance of reaching your audience when they're actually online. 3. Batch-create your contentInstead of creating one post at a time, try batching your content creation. Set aside a few hours to design graphics, write captions, and gather ideas for multiple holidays at once. Repurposing content across platforms is also a huge time-saver. A carousel you create for Instagram can easily become a LinkedIn post or a Twitter thread with minor tweaks. 4. Leave room for spontaneityWhile planning is great, don't lock yourself into a rigid schedule. Leave gaps for timely content, trending topics, or unexpected moments that might be more relevant than a planned holiday post. Social media is about being social, after all. The best content often comes from jumping on a trend, responding to your community, or sharing something authentic in the moment. Ready to plan your 2026 social media calendar? Start by adding these dates to Buffer, then schedule your posts at the times your audience is most active. You'll show up consistently without burning out — and that's the real win. View the full article

It’s not a Christmas miracle, I’m afraidView the full article

Generic store brand groceries can increasingly be found in the pantries, fridges, and freezers of Americans across all income groups. Once designed to communicate value and affordability, a new generation of private labels designed for high earners is driving sales. Among households earning more than $100,000 a year, 82% say they’ve increased the frequency of buying store-brand groceries “often” or “very often,” according to a report from Alvarez & Marsal Global, a consulting firm. That’s compared to 74% of households earnings less than $100,000 a year who also say they’ve increased their store-brand grocery purchases. Grocers have rebranded and grown their portfolio of private label brands over the past several years to cater to consumers pressed by inflation, and it’s paid off as the highest-earning shoppers make up an increasingly large share of the economy. The report attributed the steep increase among the highest-earning Americans to “improvements made in private label products.” Nowhere is this more true than Walmart, the leading grocer since 2019, which launched a new private label called Bettergoods in 2024 that includes products that are plant-based, organic, or gluten-free. These products intentionally cater to the Whole Foods shopper with bright, well-designed packaging. The company reported quarterly revenue of $179.5 billion, up 5.8%, and said high-income households were part of the reason why. “We continue to benefit from higher-income families choosing to shop with us more often,” Walmart CEO Doug McMillon said on the company’s earnings call late last month. Upgraded, design-ified generic brands aren’t just boosting high-income shopping, though. The report found 68% of shoppers across all income groups believe store brands offer quality that is as good or better than national brands, and switching to store brands was the No. 1 way shoppers said they cut their grocery bill. Those trends are shaping the industry. Albertson’s says it’s aiming for private labels to eventually account for 30% of its business, Aldi put its name on all its products for the first time, and Amazon debuted a new branded online grocery store with packaging that makes good use of its new font, bright colors, and white space. With high-income households driving so much spending, industries from airlines to produce are especially catering to the shoppers with high-end products and premium experiences. At the grocery store, though, the success of private labels proves that when it comes to cooking dinner, even the highest-earning among us are looking for a good deal. View the full article

Route 66. The name alone evokes nostalgia for a simpler, freer time in American history, when roadies stopped for a hot dog with ketchup, then drove into ocher sunsets suspended over the Mojave desert. Ever since it was built in 1926, the “Mother Road” has gained mythical status, drawing millions of visitors from around the world yearning for a taste of old America—the one before the interstate highway system favored speed over experience. For Rhys Martin, who has spent years on the road with his camera, this isn’t what Route 66 is about. Yes, you can travel back in time and get a glimpse of Americana, but the route isn’t fossilized in the past. It’s very much still breathing. “Route 66 is more than just this 1950s sanitized version of American history,” he says. “It’s diverse, it’s evolving, and I like to say that no matter who you are or where you’re from, somewhere on Route 66, you’ll find your reflection.” Martin, who manages the Preserve Route 66 program at the National Trust for Historic Preservation, is part of a group of advocates and preservationists who want to change the narrative around Route 66 from one that paints the road as a mirror into the past to one that reflects the present, where many communities still live and people still work. His team’s mission has now culminated in Route 66 Rewind: a browser-based experience that lets users drive across 33 landmarks along the route from their own (virtual) vintage car or motorcycle. You can steer the wheel, pick a radio station, and see how the Midpoint Cafe or the U-Drop Inn looked in previous decades. The experience was codeveloped by Google Arts & Culture with the National Trust for Historic Preservation, and is part of a larger storytelling hub that lives on the Google Arts & Culture platform. The team turned archival photographs into videos using Google’s AI video generator Veo, composed the radio music using music generation model Lyria, and wrote the radio commentary using Gemini. The result is a sim road trip that uses AI in the best possible way: to direct the narrative back to people, and highlight the human experience that continues to shape the route today. Route 66: A “corridor of stories” Martin first saw the road through the lens of a camera. Growing up in Tulsa, Oklahoma, he’d heard of Route 66, but he knew only the broad strokes. Then one day in 2013, he hopped into his late father’s Mustang and drove to Miami, Oklahoma, to photograph the Coleman Theatre—a 1929 vaudeville theater with a facade “so ornate it had no business being in the town of Miami,” he recalls. The surprising discovery had him wondering: What else was on the highway? Martin’s curiosity led him on a two-year road trip across Route 66 that grew into a decade-long love affair with the people he met along the way. “Eventually I realized it’s a corridor of stories,” he says. One of the biggest misconceptions about Route 66 is that the destinations along its route have faded into ghost towns. The construction of the interstate highway system in the ’50s and ’60s, followed by the decommissioning of the route in 1985, no doubt stripped many of these towns of their purpose. As travel evolved and car speeds got faster, the need for frequent gas stations and motels diminished. The government divested. People left towns. But not everyone left. In Tulsa, entrepreneurs like Mary Beth Babcock have spent years revitalizing stretches of the road. In 2019, she transformed the historic Pemco gas station into a souvenir shop called Buck Atom’s Cosmic Curios, complete with two very on-brand, 20-foot-tall mascots that double as roadside attractions. That same year, Dutch entrepreneur Sebastiaan de Boorder and his wife, Anna Marie Gonzalez, renovated the 1919 Aztec Motel in Seligman, Arizona, which reopened as the Aztec Motel & Creative Space in 2021. “There is so much development still coming to Route 66, and most of it is mom and pops who’ve always dreamed of having a business on Route 66,” Martin says. Today, the American dream that once defined Route 66 looks different. Some might say it doesn’t exist at all. But for Martin, it lives on along the Mother Road. “I agree that the American dream doesn’t quite hit like it used to,” he tells me, “but on Route 66, you still find people who have bought into the cliché that Route 66 means freedom, and they are adding their story to this highway that’s now entering its second century.” AI fills “the gaps of archival memory” Route 66 is now approaching its centennial. Next year, various destinations along the route will burst into caravans and car parades to celebrate the route’s legacy. But for the team behind Route 66 Rewind, the goal isn’t just to celebrate the past but to galvanize the next generation. “Preservation creates,” says Martin, noting that anytime a building is preserved, it activates the connection people had with it while helping young people engage with the conversation. “That’s how you inspire the next generation to add their story to this long history.” With its AI-powered features and fun UX, Route 66 Rewind presented itself as a way to make history exciting for younger people. But when the team sat down to convey said history, they realized they didn’t know how many of these places looked in their heyday, beyond a few archival photographs. AI became a way to fill in what Amit Sood, the founder and director of Google Arts & Culture, calls “the gaps of archival memory.” The Google team worked with the National Trust team to collect black-and-white photos and written accounts they could use to prompt AI, cross-referencing each output with experts at the Trust. The resulting videos act as miniature time capsules of a bygone era. In Collinsville, Illinois, you can follow ketchup bottles stream past on a conveyor belt inside the now-defunct Brooks Foods ketchup factory. In Lebanon, Missouri, you can peek inside the now-closed Munger Moss Motel, its iconic neon sign flickering under a 1960s sun. But as Sood points out, these dreamy snapshots inspire you to preserve, too. The hope is that the AI-powered vision of, say, the Threatt Filling Station—the only Black-owned-and-operated gas station during the Jim Crow era—will pique your interest enough for you to visit the storytelling hub and learn about the craftsmen who are now working to restore the building’s “giraffe-stone” exterior. Next year, Route 66 is likely to be designated a National Historic Trail. The designation, which is being championed by members of both the U.S. House and Senate, could help preserve the historic route, boost tourism, and support local economies ahead of the highway’s centennial celebration. In the meantime, perhaps the AI-powered platform will galvanize tourists both domestically and from abroad to get on the road and see how the myth lives on. “The goal is to keep the car rolling down the street and get more people engaged,” Martin says. “It’s going to be a big party [next year], but that’s definitely not the end. It’s the start of the next 100 years.” View the full article

To succeed in social media marketing, you need to implement key strategies that effectively engage your audience. Start by identifying who your target audience is, then set clear, measurable goals. Choosing the right platforms and optimizing your profiles is crucial, as is creating content that resonates with users. By nurturing community engagement and leveraging influencer partnerships, you can improve your brand’s visibility. Comprehending the metrics will likewise help you adapt your strategies for better results. Let’s explore these strategies in detail. Key Takeaways Understand your target audience by creating ideal customer personas and utilizing market research tools for insights. Choose the right social media platforms based on demographics and user behavior to maximize engagement. Create high-quality, engaging content that encourages audience interaction and maintains consistent visual branding. Leverage influencer partnerships by collaborating with authentic influencers that align with your brand values for better reach. Measure campaign performance using analytics tools to track engagement, reach, and conversion metrics for ongoing strategy refinement. Understand Your Target Audience How well do you really know your target audience? Comprehending your audience is essential for an effective social media strategy. Start by defining your ideal customer persona through analysis of existing demographics, behaviors, and feedback. Utilize market research tools like Google Analytics to gather valuable insights into audience preferences and behaviors. Moreover, engage in social media listening to monitor mentions of your brand and competitors, which reveals audience sentiment and engagement patterns. Research shows that 82% of consumers feel social media influences their buying decisions, so it’s imperative to grasp their motivations. Set SMART Social Media Goals Setting SMART social media goals is vital for guiding your marketing efforts effectively, as it guarantees that your objectives are clear and actionable. SMART stands for Specific, Measurable, Attainable, Relevant, and Time-bound. For instance, aiming to increase your Instagram followers by 20% within six months provides a clear metric for success. By establishing measurable goals, you can track your performance using key performance indicators (KPIs) like engagement rates and conversion numbers. It’s important to align these social media goals with your overall business objectives, such as boosting website traffic or generating leads, enhancing their relevance. Regularly reviewing and adjusting your SMART goals based on performance data guarantees ongoing optimization, making your social media strategy plan both effective and responsive to market trends. Choose the Right Social Media Platforms Selecting the right social media platforms can greatly impact your marketing success. Start by comprehending the demographics of each platform; for instance, Facebook is popular with adults aged 50 to 64, whereas TikTok attracts a younger crowd, with 60% of users aged 18 to 29. Each platform offers unique features—Instagram shines with visual content, and LinkedIn is ideal for professional networking. Use tools like Google Analytics to research where your target audience spends time online, helping you prioritize platforms effectively. Regularly analyze engagement metrics on your chosen platforms to see which yield the best results. By adapting your social media strategy examples to align with each platform’s characteristics, you can improve audience engagement and drive better marketing outcomes. Create Engaging Content Creating engaging content is essential for capturing your audience’s attention. High-quality visuals not just improve your posts but can likewise lead to a significant increase in engagement, so make certain they align with your brand’s style. Furthermore, encouraging audience interaction through polls or user-generated content can nurture community and authenticity, making your brand more relatable. Visual Appeal Matters Visual appeal plays a crucial role in social media marketing, as posts that incorporate high-quality visuals can capture considerably more attention than those relying solely on text. Research shows that posts with images or videos are 650% more likely to engage users, making visuals a requirement. Incorporating videos can boost engagement rates by 48%, whereas infographics can increase information retention by up to 60%. Consistency in visual branding, including color schemes and logos, improves brand recognition by 80%. If you’re looking to improve your strategies, consider enrolling in social media marketing courses that emphasize these visual elements. Encourage Audience Interaction How can you effectively encourage audience interaction on social media? Start by creating engaging content like polls, contests, and open-ended questions. These strategies can increase engagement considerably, with comment-driven posts receiving 6.5 times more interaction. Incorporate user-generated content (UGC) to build community and authenticity, as 79% of consumers say it influences their purchasing decisions. Tailor your content to reflect audience interests, such as lifestyle posts or behind-the-scenes glimpses, which can boost engagement rates by 28%. Use dynamic visuals and short-form videos, as 80% of users prefer video content. Finally, consistently respond to comments and messages, as 70% of consumers report that friendly customer service improves brand loyalty, a fundamental concept in social media marketing training. Optimize Your Social Media Profiles To optimize your social media profiles, you should guarantee consistent branding elements like logos and colors across all platforms, as this builds recognition and trust. Craft a keyword-rich bio that clearly communicates your brand’s purpose, which not just improves discoverability but likewise attracts the right audience. Consistent Branding Across Platforms Establishing consistent branding across your social media platforms is crucial for enhancing brand recognition and cultivating consumer trust. To achieve this, use the same logo, color palette, and brand voice across all profiles. Studies show cohesive branding can boost revenue by up to 23%. Make sure your profiles reflect your latest marketing campaigns by regularly updating visuals and information. This consistency not only reinforces your narrative but also increases the likelihood of consumer engagement, as 73% of users prefer brands with a unified approach. Leverage platform-specific features, like Instagram Highlights, to highlight core values and offerings. For further insights, consider enrolling in social media marketing training courses online to deepen your comprehension of effective branding strategies. Keyword-Rich Bio Optimization When you optimize your social media profiles with a keyword-rich bio, you greatly improve your visibility and appeal to potential followers. Including specific keywords, like “social media marketing online course,” elevates your searchability, making it easier for users to find you based on relevant terms. Aim to keep your bio concise, ideally between 150-160 characters, so it displays well across devices. A strong call-to-action (CTA) can guide visitors to take desired actions, such as checking out your website or latest offerings. Remember to regularly update your bio to reflect current campaigns or promotions, ensuring it stays fresh and engaging. This alignment with audience interests helps maintain relevance and boosts your profile’s effectiveness. Develop a Consistent Posting Schedule A consistent posting schedule is crucial for maintaining audience engagement, especially since studies show that brands posting 3-7 times per week on platforms like Instagram experience higher interaction rates. Utilize analytics tools to identify ideal posting times, which guarantees your content reaches your audience when they’re most active. A content calendar is key for planning posts, aligning your messaging with events and trends as you offer a diverse mix of content types. Engaging in social media training courses can further improve your posting strategy, allowing you to develop effective practices for brand recall and visibility. Posting Frequency Engagement Benefit 1-2 times/week Low visibility 3-4 times/week Moderate interaction 5-7 times/week High engagement Daily Maximum audience connection Foster Community Engagement To effectively promote community engagement on social media, brands should prioritize direct interactions with their audience. Engaging through open-ended questions, polls, and contests can boost interaction, as 70% of consumers prefer brands that respond to their feedback. Furthermore, sharing user-generated content, like testimonials and photos, improves authenticity, influencing 79% of consumers’ purchasing decisions. Regularly responding to comments and messages increases customer satisfaction rates by 20-40%. Hosting online community events or live Q&A sessions can deepen connections, with 60% of marketers noting that engagement drives brand loyalty. To guarantee consistent interaction, consider implementing a content calendar. You might likewise benefit from a social media training workshop to learn effective strategies for improving community engagement. Leverage Influencer Partnerships To effectively leverage influencer partnerships, start by identifying relevant influencers who align with your brand and target audience. Create authentic collaborations that resonate with both the influencer’s followers and your brand values, as this nurtures trust and boosts engagement. Finally, measure campaign performance to understand the impact of your efforts and refine future strategies for even better results. Identify Relevant Influencers Identifying relevant influencers is essential for maximizing the impact of your social media marketing efforts. To guarantee successful influencer marketing, focus on these key strategies: Align with Your Audience: Select influencers whose follower demographics match your target audience, as 68% of marketers prioritize engagement over follower count. Consider Micro-Influencers: Collaborate with micro-influencers (1,000 to 100,000 followers) to achieve 60% higher engagement rates, making your campaigns more effective. Emphasize Authenticity: Choose influencers who genuinely embody your brand values, since 92% of consumers trust individual recommendations over brand promotions. Create Authentic Collaborations Building on your efforts to identify relevant influencers, creating authentic collaborations is essential to leveraging those partnerships effectively. Collaborating with influencers can considerably boost your brand reach, as nearly 49% of consumers rely on their recommendations when deciding to purchase. Authenticity plays a vital role; brands that work with influencers who genuinely endorse their products see engagement rates of 3.86%, compared to just 1.9% for non-authentic partnerships. Consider utilizing micro-influencers, who often achieve an impressive 7% engagement rate. Developing long-term relationships with influencers can improve consumer trust by 37%, making your social strategy more effective. Focus on aligning with influencers who resonate with your brand values for ideal results and increased campaign effectiveness. Measure Campaign Performance Measuring campaign performance is vital for comprehending the effectiveness of your influencer partnerships. To effectively gauge success, track relevant key performance indicators (KPIs). Here are three significant metrics to focus on: Engagement Rates: Analyze likes, shares, and comments to determine how well your content resonates. Reach: Assess how many people were exposed to your campaign through influencer channels. Conversion Metrics: Monitor sales and website traffic that can be directly linked to influencer-driven efforts. Utilizing unique tracking links or promo codes will help measure campaign performance accurately. For deeper insights, consider A/B testing different influencer collaborations. If you’re looking to improve your skills, check out free online marketing courses with certificates to learn more about optimizing your strategies. Measure Success With Analytics Analytics play an important role in evaluating the success of your social media marketing strategies. Tracking key performance indicators (KPIs) like reach, engagement rates, and conversion rates is vital for measuring effectiveness. Utilize built-in analytics tools from platforms such as Facebook Insights and Instagram Analytics to gain valuable insights into audience behavior and content performance. Regularly monitor metrics like follower growth and interaction levels to identify trends, informing data-driven decisions for future optimization. A/B testing different content formats and posting times helps refine your approach based on what resonates best. Furthermore, consider using third-party tools like Sprout Social and Hootsuite to consolidate analytics across various platforms, providing a thorough view of your social media performance. Enroll in social media marketing courses for deeper insights. Evolve Your Strategy Based on Insights To optimize your social media marketing strategy, regular analysis of performance metrics is key. By consistently reviewing data, you can make informed adjustments that improve your effectiveness. Here are three crucial steps to reflect on: Analyze engagement rates, reach, and conversions to identify what content works best. Use social listening tools to gauge audience sentiment and adapt your content accordingly. Conduct A/B testing on different formats and visuals to find what resonates with your audience. Additionally, look at platform-specific analytics to adjust your posting times and keep an eye on competitors to stay updated on industry trends. These tactics can serve as a solid social strategy example, ensuring your campaigns remain relevant and impactful. Frequently Asked Questions What Are the 7 C’s of Social Media Strategy? The 7 C’s of social media strategy are Content, Community, Communication, Consistency, Creativity, Conversion, and Context. Content delivers value and engages your audience. Community focuses on building relationships with followers. Communication involves open dialogue and prompt responses to feedback. Consistency maintains your brand’s voice across platforms. Creativity differentiates your content. Conversion aims to turn engagement into action, and Context guarantees your messaging aligns with your audience’s preferences and current trends. What Is the Best Strategy for Social Media Marketing? The best strategy for social media marketing involves setting SMART goals to measure success effectively. You should tailor your content to each platform, ensuring high-quality visuals for Instagram and professional insights for LinkedIn. Regular audience research helps you understand demographics and behaviors, allowing for targeted content. Consistent posting, ideally 3-5 times weekly on Instagram, keeps your audience engaged. Finally, use analytics tools to track KPIs and refine your approach based on performance insights. What Is the 5 5 5 Rule on Social Media? The 5 5 5 rule on social media suggests that for every five posts you share, you should curate five from other sources and promote five. This balanced approach helps keep your audience engaged without overwhelming them with promotional content. By mixing original and curated posts, you provide value and cultivate trust within your community. Implementing this strategy can improve your brand’s credibility and encourage meaningful interactions with your followers. What Are the 7 P’s of Social Media Marketing? The 7 P’s of social media marketing are Product, Price, Place, Promotion, People, Process, and Physical Evidence. Product focuses on the offerings you present, highlighting features and benefits. Price relates to your pricing strategies, including promotions to entice buyers. Place refers to the platforms where your audience engages. Promotion encompasses tactics like ads and influencer partnerships, whereas People involves comprehension of your target market. Process guarantees efficient operations, and Physical Evidence supports brand credibility. Conclusion In conclusion, implementing these ten crucial strategies can greatly improve your social media marketing effectiveness. By comprehending your audience, setting clear goals, and choosing the right platforms, you lay a strong foundation. Creating engaging content and nurturing community interaction further boosts your brand’s presence. Furthermore, leveraging influencer partnerships and measuring success through analytics allow for continual improvement. Regularly reassessing your strategies guarantees you stay relevant in a constantly changing digital environment, finally driving conversions and building customer loyalty. Image via Google Gemini This article, "10 Essential Strategies for Effective Social Media Marketing" was first published on Small Business Trends View the full article

To succeed in social media marketing, you need to implement key strategies that effectively engage your audience. Start by identifying who your target audience is, then set clear, measurable goals. Choosing the right platforms and optimizing your profiles is crucial, as is creating content that resonates with users. By nurturing community engagement and leveraging influencer partnerships, you can improve your brand’s visibility. Comprehending the metrics will likewise help you adapt your strategies for better results. Let’s explore these strategies in detail. Key Takeaways Understand your target audience by creating ideal customer personas and utilizing market research tools for insights. Choose the right social media platforms based on demographics and user behavior to maximize engagement. Create high-quality, engaging content that encourages audience interaction and maintains consistent visual branding. Leverage influencer partnerships by collaborating with authentic influencers that align with your brand values for better reach. Measure campaign performance using analytics tools to track engagement, reach, and conversion metrics for ongoing strategy refinement. Understand Your Target Audience How well do you really know your target audience? Comprehending your audience is essential for an effective social media strategy. Start by defining your ideal customer persona through analysis of existing demographics, behaviors, and feedback. Utilize market research tools like Google Analytics to gather valuable insights into audience preferences and behaviors. Moreover, engage in social media listening to monitor mentions of your brand and competitors, which reveals audience sentiment and engagement patterns. Research shows that 82% of consumers feel social media influences their buying decisions, so it’s imperative to grasp their motivations. Set SMART Social Media Goals Setting SMART social media goals is vital for guiding your marketing efforts effectively, as it guarantees that your objectives are clear and actionable. SMART stands for Specific, Measurable, Attainable, Relevant, and Time-bound. For instance, aiming to increase your Instagram followers by 20% within six months provides a clear metric for success. By establishing measurable goals, you can track your performance using key performance indicators (KPIs) like engagement rates and conversion numbers. It’s important to align these social media goals with your overall business objectives, such as boosting website traffic or generating leads, enhancing their relevance. Regularly reviewing and adjusting your SMART goals based on performance data guarantees ongoing optimization, making your social media strategy plan both effective and responsive to market trends. Choose the Right Social Media Platforms Selecting the right social media platforms can greatly impact your marketing success. Start by comprehending the demographics of each platform; for instance, Facebook is popular with adults aged 50 to 64, whereas TikTok attracts a younger crowd, with 60% of users aged 18 to 29. Each platform offers unique features—Instagram shines with visual content, and LinkedIn is ideal for professional networking. Use tools like Google Analytics to research where your target audience spends time online, helping you prioritize platforms effectively. Regularly analyze engagement metrics on your chosen platforms to see which yield the best results. By adapting your social media strategy examples to align with each platform’s characteristics, you can improve audience engagement and drive better marketing outcomes. Create Engaging Content Creating engaging content is essential for capturing your audience’s attention. High-quality visuals not just improve your posts but can likewise lead to a significant increase in engagement, so make certain they align with your brand’s style. Furthermore, encouraging audience interaction through polls or user-generated content can nurture community and authenticity, making your brand more relatable. Visual Appeal Matters Visual appeal plays a crucial role in social media marketing, as posts that incorporate high-quality visuals can capture considerably more attention than those relying solely on text. Research shows that posts with images or videos are 650% more likely to engage users, making visuals a requirement. Incorporating videos can boost engagement rates by 48%, whereas infographics can increase information retention by up to 60%. Consistency in visual branding, including color schemes and logos, improves brand recognition by 80%. If you’re looking to improve your strategies, consider enrolling in social media marketing courses that emphasize these visual elements. Encourage Audience Interaction How can you effectively encourage audience interaction on social media? Start by creating engaging content like polls, contests, and open-ended questions. These strategies can increase engagement considerably, with comment-driven posts receiving 6.5 times more interaction. Incorporate user-generated content (UGC) to build community and authenticity, as 79% of consumers say it influences their purchasing decisions. Tailor your content to reflect audience interests, such as lifestyle posts or behind-the-scenes glimpses, which can boost engagement rates by 28%. Use dynamic visuals and short-form videos, as 80% of users prefer video content. Finally, consistently respond to comments and messages, as 70% of consumers report that friendly customer service improves brand loyalty, a fundamental concept in social media marketing training. Optimize Your Social Media Profiles To optimize your social media profiles, you should guarantee consistent branding elements like logos and colors across all platforms, as this builds recognition and trust. Craft a keyword-rich bio that clearly communicates your brand’s purpose, which not just improves discoverability but likewise attracts the right audience. Consistent Branding Across Platforms Establishing consistent branding across your social media platforms is crucial for enhancing brand recognition and cultivating consumer trust. To achieve this, use the same logo, color palette, and brand voice across all profiles. Studies show cohesive branding can boost revenue by up to 23%. Make sure your profiles reflect your latest marketing campaigns by regularly updating visuals and information. This consistency not only reinforces your narrative but also increases the likelihood of consumer engagement, as 73% of users prefer brands with a unified approach. Leverage platform-specific features, like Instagram Highlights, to highlight core values and offerings. For further insights, consider enrolling in social media marketing training courses online to deepen your comprehension of effective branding strategies. Keyword-Rich Bio Optimization When you optimize your social media profiles with a keyword-rich bio, you greatly improve your visibility and appeal to potential followers. Including specific keywords, like “social media marketing online course,” elevates your searchability, making it easier for users to find you based on relevant terms. Aim to keep your bio concise, ideally between 150-160 characters, so it displays well across devices. A strong call-to-action (CTA) can guide visitors to take desired actions, such as checking out your website or latest offerings. Remember to regularly update your bio to reflect current campaigns or promotions, ensuring it stays fresh and engaging. This alignment with audience interests helps maintain relevance and boosts your profile’s effectiveness. Develop a Consistent Posting Schedule A consistent posting schedule is crucial for maintaining audience engagement, especially since studies show that brands posting 3-7 times per week on platforms like Instagram experience higher interaction rates. Utilize analytics tools to identify ideal posting times, which guarantees your content reaches your audience when they’re most active. A content calendar is key for planning posts, aligning your messaging with events and trends as you offer a diverse mix of content types. Engaging in social media training courses can further improve your posting strategy, allowing you to develop effective practices for brand recall and visibility. Posting Frequency Engagement Benefit 1-2 times/week Low visibility 3-4 times/week Moderate interaction 5-7 times/week High engagement Daily Maximum audience connection Foster Community Engagement To effectively promote community engagement on social media, brands should prioritize direct interactions with their audience. Engaging through open-ended questions, polls, and contests can boost interaction, as 70% of consumers prefer brands that respond to their feedback. Furthermore, sharing user-generated content, like testimonials and photos, improves authenticity, influencing 79% of consumers’ purchasing decisions. Regularly responding to comments and messages increases customer satisfaction rates by 20-40%. Hosting online community events or live Q&A sessions can deepen connections, with 60% of marketers noting that engagement drives brand loyalty. To guarantee consistent interaction, consider implementing a content calendar. You might likewise benefit from a social media training workshop to learn effective strategies for improving community engagement. Leverage Influencer Partnerships To effectively leverage influencer partnerships, start by identifying relevant influencers who align with your brand and target audience. Create authentic collaborations that resonate with both the influencer’s followers and your brand values, as this nurtures trust and boosts engagement. Finally, measure campaign performance to understand the impact of your efforts and refine future strategies for even better results. Identify Relevant Influencers Identifying relevant influencers is essential for maximizing the impact of your social media marketing efforts. To guarantee successful influencer marketing, focus on these key strategies: Align with Your Audience: Select influencers whose follower demographics match your target audience, as 68% of marketers prioritize engagement over follower count. Consider Micro-Influencers: Collaborate with micro-influencers (1,000 to 100,000 followers) to achieve 60% higher engagement rates, making your campaigns more effective. Emphasize Authenticity: Choose influencers who genuinely embody your brand values, since 92% of consumers trust individual recommendations over brand promotions. Create Authentic Collaborations Building on your efforts to identify relevant influencers, creating authentic collaborations is essential to leveraging those partnerships effectively. Collaborating with influencers can considerably boost your brand reach, as nearly 49% of consumers rely on their recommendations when deciding to purchase. Authenticity plays a vital role; brands that work with influencers who genuinely endorse their products see engagement rates of 3.86%, compared to just 1.9% for non-authentic partnerships. Consider utilizing micro-influencers, who often achieve an impressive 7% engagement rate. Developing long-term relationships with influencers can improve consumer trust by 37%, making your social strategy more effective. Focus on aligning with influencers who resonate with your brand values for ideal results and increased campaign effectiveness. Measure Campaign Performance Measuring campaign performance is vital for comprehending the effectiveness of your influencer partnerships. To effectively gauge success, track relevant key performance indicators (KPIs). Here are three significant metrics to focus on: Engagement Rates: Analyze likes, shares, and comments to determine how well your content resonates. Reach: Assess how many people were exposed to your campaign through influencer channels. Conversion Metrics: Monitor sales and website traffic that can be directly linked to influencer-driven efforts. Utilizing unique tracking links or promo codes will help measure campaign performance accurately. For deeper insights, consider A/B testing different influencer collaborations. If you’re looking to improve your skills, check out free online marketing courses with certificates to learn more about optimizing your strategies. Measure Success With Analytics Analytics play an important role in evaluating the success of your social media marketing strategies. Tracking key performance indicators (KPIs) like reach, engagement rates, and conversion rates is vital for measuring effectiveness. Utilize built-in analytics tools from platforms such as Facebook Insights and Instagram Analytics to gain valuable insights into audience behavior and content performance. Regularly monitor metrics like follower growth and interaction levels to identify trends, informing data-driven decisions for future optimization. A/B testing different content formats and posting times helps refine your approach based on what resonates best. Furthermore, consider using third-party tools like Sprout Social and Hootsuite to consolidate analytics across various platforms, providing a thorough view of your social media performance. Enroll in social media marketing courses for deeper insights. Evolve Your Strategy Based on Insights To optimize your social media marketing strategy, regular analysis of performance metrics is key. By consistently reviewing data, you can make informed adjustments that improve your effectiveness. Here are three crucial steps to reflect on: Analyze engagement rates, reach, and conversions to identify what content works best. Use social listening tools to gauge audience sentiment and adapt your content accordingly. Conduct A/B testing on different formats and visuals to find what resonates with your audience. Additionally, look at platform-specific analytics to adjust your posting times and keep an eye on competitors to stay updated on industry trends. These tactics can serve as a solid social strategy example, ensuring your campaigns remain relevant and impactful. Frequently Asked Questions What Are the 7 C’s of Social Media Strategy? The 7 C’s of social media strategy are Content, Community, Communication, Consistency, Creativity, Conversion, and Context. Content delivers value and engages your audience. Community focuses on building relationships with followers. Communication involves open dialogue and prompt responses to feedback. Consistency maintains your brand’s voice across platforms. Creativity differentiates your content. Conversion aims to turn engagement into action, and Context guarantees your messaging aligns with your audience’s preferences and current trends. What Is the Best Strategy for Social Media Marketing? The best strategy for social media marketing involves setting SMART goals to measure success effectively. You should tailor your content to each platform, ensuring high-quality visuals for Instagram and professional insights for LinkedIn. Regular audience research helps you understand demographics and behaviors, allowing for targeted content. Consistent posting, ideally 3-5 times weekly on Instagram, keeps your audience engaged. Finally, use analytics tools to track KPIs and refine your approach based on performance insights. What Is the 5 5 5 Rule on Social Media? The 5 5 5 rule on social media suggests that for every five posts you share, you should curate five from other sources and promote five. This balanced approach helps keep your audience engaged without overwhelming them with promotional content. By mixing original and curated posts, you provide value and cultivate trust within your community. Implementing this strategy can improve your brand’s credibility and encourage meaningful interactions with your followers. What Are the 7 P’s of Social Media Marketing? The 7 P’s of social media marketing are Product, Price, Place, Promotion, People, Process, and Physical Evidence. Product focuses on the offerings you present, highlighting features and benefits. Price relates to your pricing strategies, including promotions to entice buyers. Place refers to the platforms where your audience engages. Promotion encompasses tactics like ads and influencer partnerships, whereas People involves comprehension of your target market. Process guarantees efficient operations, and Physical Evidence supports brand credibility. Conclusion In conclusion, implementing these ten crucial strategies can greatly improve your social media marketing effectiveness. By comprehending your audience, setting clear goals, and choosing the right platforms, you lay a strong foundation. Creating engaging content and nurturing community interaction further boosts your brand’s presence. Furthermore, leveraging influencer partnerships and measuring success through analytics allow for continual improvement. Regularly reassessing your strategies guarantees you stay relevant in a constantly changing digital environment, finally driving conversions and building customer loyalty. Image via Google Gemini This article, "10 Essential Strategies for Effective Social Media Marketing" was first published on Small Business Trends View the full article

For instance, this study of only 20 brands (narrow sample size) is proclaiming that content needs 10,000+ words to be cited by AI. I’ve also seen others insist very short content (250–500 words) is the future for visibility in AI,…Read more ›View the full article

Declining issuances since 2022 led to a request for information regarding the future direction of the reverse mortgage program, and NRMLA and MBA responded. View the full article

Decision makers have voiced support for lower financing costs but researchers have said achieving it could be complicated. Part 3 in a series. View the full article

Rare earths’ monopoly. Unrivaled manufacturing supply chains. Free AI models that rival, or surpass, its American counterparts. More research papers and more STEM doctorates than anyone else. If you are reading a lot about these topics lately, you know how China’s decades-long strategy to become the top global superpower—and the greatest threat to U.S. world domination—is coming to fruition. What you may not be aware of is the other crucial part of Beijing’s plans; its industrial ramp up to dominate the most crucial resource on the planet: the oceans. China’s pursuit of maritime dominance has shifted from a regional ambition to a global reality, driven by a “breakneck speed” naval expansion that rivals that of the U.S. during World War II. The Asian country has already produced the world’s largest military fleet by ship count (although Washington still dominates in tonnage thanks to its large aircraft carrier groups). Yet Beijing’s strategy for controlling the Indo-Pacific—and beyond—relies on more than just warships; it increasingly depends on gray zone tactics that blur the line between scientific research and military projection. China is systematically deploying dual-use “civilian” assets—from oceanographic survey ships to militarized fishing fleets—to map key strategic waterways and assert sovereignty without firing a shot.​ This “advancing without attacking” doctrine is now escalating with a new class of megastructures designed to solidify China’s permanent presence in contested waters. While the People’s Liberation Army Navy (PLAN) challenges U.S. supremacy with advanced carriers like the Fujian and new nuclear carriers in preparation, Beijing is simultaneously rolling out a parallel infrastructure of floating islands and underwater bases. China says that it is built for the blue economy—the idea that the oceans are a huge resource still waiting to be untapped—which is true. But, oh the wonders! These facilities are engineered with military-grade survivability, effectively functioning as forward-operating bases that extend China’s reach far beyond its shores while maintaining a veneer of civilian legitimacy.​​ The latest entries in this network of assets are deep-sea bases, underwater server farms, and, now, a floating research platform engineered to withstand nuclear blasts. Together, these projects form a connected infrastructure designed for long-term operations, resource extraction, and data processing at sea designed not only to gain scientific and industrial advantages but to expand Beijing’s footprint in the world’s oceans. First of its kind Let’s look at these one by one, starting with the most impressive: Detailed in a research paper published earlier this month in the Chinese Journal of Ship Research, the new Deep-Sea All-Weather Resident Floating Research Facility is a 86,000-ton semi-submersible platform described by its developers as a mobile, self-sustaining artificial island. Contracts with the shipyard that will build it—the China State Shipbuilding Corporation—specify a twin-hull vessel 453 feet long and 279 feet wide, with a main deck rising 148 feet above the waterline, according to the South China Morning Post. It is designed to house 238 people for up to four months without resupply.​ It’s an incredible project with no rival anywhere in the world. According to Yang Deqing and his team at Shanghai Jiao Tong University, the facility is built for “all-weather, long-term residency.” Its superstructure contains critical compartments for emergency power, communications, and navigation that are hardened to remain operational after a nuclear explosion.​ The platform is rated to operate in Sea State 7—rough seas with waves between 20 feet and 30 feet—and to survive typhoons up to Category 17, the highest rating on the Chinese scale. Project leader Lin Zhongqin stated that his team is “racing to complete the design and construction, aiming for operational status by 2028.” The vessel will cruise at approximately 17 miles per hour to conduct deep-sea observations and test mining technologies in areas including the South China Sea.​ But perhaps the most impressive thing after its absurdly large size and its towering dual-hull design is the material they invented to make it capable of withstand a nuclear shock wave without the weight of traditional heavy armor. The engineers designed a “sandwich bulkhead” using a lattice of corrugated metal tubes. These tubes, folded at a precise 21.25-degree angle with walls just 0.02 inches thick, utilize something technically called a “negative Poisson’s ratio” which means that, unlike standard materials that bulge outward when compressed, this structure contracts inward and densifies, distributing the impact.​ They claim their simulations showed a 2.4-inch thick panel—roughly the width of a smartphone—outperforming thicker steel plates. Under a simulated nuclear blast pressure of 25.8 psi (177.83 kilopascals), the design reduced maximum structural displacement by 58.53% compared to conventional armor.​ An underwater space station China is also deploying a James Bond-like underwater base located at a depth of roughly 6,560 feet in the South China Sea, which appears to be the first out of many. According to project leader Yin Jianping, of the South China Sea Institute of Oceanology, the project is a “space station in the sea.” Connected to a fiber-optic network, its pressurized modules are designed to host six scientists for up to a month.​ The base will investigate how to extract methane hydrate—to help satisfy the country’s ever-growing energy needs—and survey deposits of rare earth elements, cobalt, and nickel. It will be supported by the drilling ship Meng Xiang and a network of uncrewed submersibles that will double as a surveillance system for the country. In parallel, China has deployed its first commercial underwater data center off the coast of Hainan. A 1,433-ton structure submerged 115 feet deep that houses 24 server racks. Project manager Pu Ding points out that they “put the entire data cabin in the deep sea because seawater can help cool down the temperature.”​ The developers claim this passive cooling can save around 90% of the energy typically used for climate control in land-based centers. A similar test unit near Shanghai will draw power from offshore wind farms, and the company that is building this data center estimates that over 95% of its energy will come from renewable sources.​ The idea is not new. Microsoft tested it and found out that, indeed, it works great. Surprisingly, the Redmond, Washington company is not working on it anymore and will not scale the idea up. Which is both sad—because of the huge energy waste that current server farms represent, which could be greatly reduced by natural cooling—and shocking because the U.S. is in the middle of a worldwide war for AI domination with China. The latter is not leaving a stone unturned to win that war, which is precisely what this new floating megastructure is all about. Beijing is not going to stop at making your iPhones, your rare earth magnets, and building the best AIs using the largest army of STEM doctors in the world. China wants to become the biggest maritime superpower too—just like Spain, Britain, and the U.S. in past centuries. And we are witnessing its overture in real time. View the full article

Mark Manson’s 2016 book The Subtle Art of Not Giving a Fuck delivered some hard truths and prescient advice to millions of readers seeking answers. Now he’s building an AI-based application to do the same. At that time, Manson says the self-help field was “unrealistic, not very evidence based—just designed to make you feel good,” inspiring him to write a book that offered “a more skeptical, realistic, and zero bull shit approach to personal growth and self-help.” Nearly a decade later, Manson says he’s seeing the same pattern in the digital world, with millions turning to generic AI platforms for guidance, only to receive unrealistic, potentially harmful advice. That’s what inspired him to team up with serial tech entrepreneur Raj Singh—who most recently sold his AI hotel concierge service GoMoment—to create on-demand life coaching app Purpose, which launches this week. The AI tool offers users life guidance and actionable steps to solve problems, from career to relationships and beyond. It also seeks to challenge, rather than validate users (something many experts have argued many AI platforms do), albeit in a polite, supportive tone. It pairs existing research into cognitive behavioral therapy with data gathered from users upon sign up, and retains conversation history to track patterns over time. According to an internal survey, 41% of early users said the app has been “life-changing.” “We’ve actually had a number of people tell us that they’ve cried while using it,” Manson says. “We really tried to build this AI to go deep quickly, to not beat around the bush or do any fake pleasantries.” Fast Company caught up with the author-turned-tech-founder from Los Angeles to talk about the legacy of The Subtle Art, whether we’re ready to share our deepest thoughts with an app, and why AI is the perfect tool to deliver personalized coaching at scale. This conversation has been edited for length and clarity. Were you surprised by the success of The Subtle Art of Not Giving a Fuck? The scope of the success caught me off guard. My pie-in-the-sky dream at the time was a million copies, so the fact that it’s exceeded that so drastically has been a pleasant surprise. Why do you think it was such a hit? When I got started in this industry in the early 2010s, self-help was very touchy-feely, very woo-woo. It was, in my opinion, unrealistic, not very evidence based—just designed to make you feel good. It felt like there was a deep hunger, especially among millennials, for a skeptical, realistic, zero-bullshit approach to personal growth and self-help. That was the inspiration. Coincidentally a lot of the cultural observations at the time—like about social media and distraction and chronically comparing ourselves to others—have aged really well. I think I identified early on the world we were heading toward. How has your life changed since? Financial security is probably the single biggest change, and that’s great, but being a very successful author is weird in that the book is the celebrity, not me. I’m not getting recognized on the street or anything. It’s just a bunch of numbers on emails that you’re like “wow, that’s a large number.” Then you go back to your same apartment and hang out with your same friends. Why transition from author to tech cofounder? When my career started to blow up, there were opportunities to do seminars and start a coaching business, but I didn’t really want to charge somebody $5,000 to spend a weekend in a hotel ballroom with me. I’ve been obsessed with this question of, how can we help more people? Like, what does a better version of this industry look like? One of the problems I identified well before ChatGPT came out is that the stuff that actually works doesn’t scale, and the stuff that scales doesn’t work. My book was read by millions of people, but a book has to talk in broad principles, and the reader needs to connect the dots for themselves. It might move the needle for some people, but not much. What really works is working with an excellent coach or therapist, which is extremely personalized and requires a major investment of time and energy, so it doesn’t scale. Then ChatGPT came out, and I heard people were asking it big life questions. I tried it myself, and it does okay in terms of some questions, but not others. It felt like there was an opportunity for a properly trained AI to scale that personalization. How did you meet your cofounder? At a poker game. After ChatGPT came out, I was meeting with AI companies, but they didn’t really get it. And then I sat down next to Raj Singh at a poker game just as he was finishing a sabbatical in 2023, and was independently thinking about doing something with AI and mental health. We started chatting, and it turns out we were thinking about the same question. What is Purpose all about? What makes it different from generic AI platforms? Purpose is a personalized AI mentor designed to help you find clarity and direction in your life as soon as possible. One of the biggest issues I see with using ChatGPT for life questions is that its default approach is to validate you. If you complain about your ex-girlfriends, ChatGPT will tell you they’re terrible, and you’re a great guy, so just pick yourself up and it’ll be okay when what you might actually need to hear is like, “hey dude, you might be the problem.” The goal with Purpose is to build an AI that will challenge your assumptions, poke holes in some of your beliefs, point out blind spots, and help you reconsider how you see your own approach. The app does take a positive tone, though. There’s a fine line between flattery and positivity, and it’s something we’re trying to calibrate all the time. It changes based on the user, the context, the issue. Part of our onboarding experience is designed to get an early read of the user’s personality traits. The AI speaks to people differently based on how agreeable they are. Some people want very direct advice, others want it to be a bit more encouraging and positive, and it’s something we’re working on fine tuning all the time. The entire field of psychology is already in all these LLMs. The value is finding that calibration. ChatGPT is poorly calibrated for it, partly because of the sycophancy, partly because of the lack of personalization, partly because of the poor memory. We’re trying to fix those things. Are people open to receiving that advice from a bot? When you’re talking to a human—even a trusted person, like a therapist—it’s almost impossible to not worry what that person thinks about you. With AI, I don’t care. I don’t feel shame: I just say what I feel. And what I’ve also found is that when it gives me harsh feedback, I don’t feel that social anxiety that’s attached to criticism or negative feedback from a person. What about privacy and security concerns? Trust is by far the most important thing in this space. We are building Purpose with all the highest security and privacy regulations, like HIPAA and GDPR. Conversations are anonymized on each device, so even if somebody puts a gun to my head or Raj’s, we can’t share your conversations, because we don’t have any way to identify individual users. It’s also entirely self-funded—which is something Raj and I feel very strongly about—to keep the proper incentives in place and not jeopardize the goal and mission of the product. What’s next for you personally? I am going to be strongly involved in Purpose’s product design, but I do feel like it’s probably time to write another book. It’s been about five years, and I need to get back on that horse. Did Purpose suggest that? Not specifically. But it probably would have if I asked. View the full article

Whenever I dream up a home improvement project for my place, I work the smartest and fastest when I have the right tools. The difference between having helpful resources and trying to figure everything out manually? It's huge – and it shows in your results. The same principle applies to digital marketing. How can you work smarter and faster with SEO? It starts with having the right tools. Whether you’re just getting started with SEO or you’ve been at it for a while, these free tools can make a real impact on your visibility in search. They’re user-friendly and give you a peek into the factors that determine how well your content performs. Let’s dive in and see which tools might be right for your goals. At a glance: The best free SEO tools Jump to a section: 1. Google PageSpeed Insights 2. Ahrefs Webmaster Tools 3. Answer the Public 4. Google Analytics 5. Google Search Console 6. Ahrefs Backlink Checker 7. Google Ads Keyword Planner 8. SERP Snippet Optimization Tool 9. Google Trends 10. Ahrefs SEO toolbar 11. Moz Local Listing Score 12. Yoast SEO 13. Dentsu Schema Markup Generator 14. Classy Schema Structured Data Viewer 15. SimilarWeb 16. SERP Robot 17. XML Sitemaps 18. Robots.txt Generator 19. Copyscape 20. Google Alerts 21. Screaming Frog SEO Log File Analyser 22. Hreflang Tag Generator 23. Keyword Surfer 24. SE Ranking Mobile Friendly Site Test 25. Website Authority Checker 26. DemandHub Google Review Link Generator 27. Semrush FAQ about free SEO tools More free SEO tools and resources 1. Google PageSpeed InsightsBest for: checking the speed and usability of your site on multiple devices GooglePageSpeed Insights helps you assess your core web vitals (aka metrics Google uses to assess the user experience of your webpage) of any site you enter for both desktop and mobile. It gives a rating between zero and 100 along with actionable, valuable insights so you can improve your site’s experience for website visitors. Limitations: None Alternatives: Pingdom, WebPageTest, and GTMetrix 2. Ahrefs Webmaster ToolsBest for: running a technical audit of your site Ahrefs is one of the top SEO tools in the market. Ahrefs Webmaster Tools is a set of three tools: Web analytics: Get an insight into web traffic data — traffic volume, sources, visitors, and more.Site audit: Scan your site for common technical and on-page SEO issues that might be hurting the visibility of your site.Site explorer: See which keywords you rank for and who's linking to your site, so you can spot quick wins. After running an SEO audit, it also suggests areas where you can improve your internal linking, which helps boost your rankings in search engines. It’s also an excellent tool to find keywords that bring you the largest wins and double down on them. Limitations: 10,000 crawl credits per project per month Alternatives: Screaming Frog (audit), Beam Us Up (audit) 3. Answer the PublicBest for: getting hundreds of keyword ideas based on a single keyword AnswerThePublic is one of the best free keyword research tools that helps you find hundreds of related keywords for your primary keyword. You get a large list of long-tail keywords, plus common questions asked. Limitations: Three free keyword researches per day; you have to sign up to use them. Alternatives: KeywordTool.io, UberSuggest, Keyword Sheeter, Keyword Generator 4. Google AnalyticsBest for: getting complete web stats and search insights SourceGoogle Analytics is possibly one of the most powerful analytics tools out there to analyze the traffic on your site. tracks pretty much every bit of traffic you can imagine on your website — where it comes from, which page is receiving it and so on. While it’s not purely for SEO, it’s still a helpful tool to track if you’re getting traffic from organic search. However, Google Analytics has since stopped showing which keywords send you that traffic. You’ll have to pair it with a tool like Keyword Hero to uncover what’s behind “(not provided).” Limitations: No limitations for its usage, but queries that are sending you organic traffic are hidden Alternatives: Matomo, Open Web Analytics, and Clicky 5. Google Search ConsoleBest for: constant website analysis, alerts, and error reports Google Search Console gives you a taste of what the most used search engine thinks of your website. You can use it to check and fix technical issues on your website, see important SEO data like clicks, impressions, and average ranking position, submit sitemaps, and more. If ranking in search engines like Bing and Yandex are important to you, note that they have their own “search console” too. Limitations: Only shows a handful of technical SEO issues, the top 1,000 backlinks, and the top 1,000 organic keywords Alternatives: Bing Webmaster Tools, Yandex Webmaster Tools 6. Ahrefs Backlink CheckerBest for: comprehensive link analysis The free version of Ahrefs’ Backlink Checker shows the top 100 backlinks to any website or URL, along with the total number of backlinks and referring domains (links from unique sites), Domain Rating (DR), and URL Rating (UR) where applicable. A great way to use this tool is to paste your competitor’s website and find potential link-building opportunities. Limitations: Free for the top 100 backlinks Alternatives: Moz Link Explorer 7. Google Ads Keyword PlannerBest for: finding what people search for Enter a keyword or group of keywords into the tool, and Google Keyword Planner will return all sorts of helpful stats to guide your keyword strategy: monthly search volume, competition, and even keyword suggestions you might not have considered. Limitations: You’ll need to run a Google ad campaign to see exact search volumes Alternatives: Bing Keyword Planner 8. SERP Snippet Optimization ToolBest for: previewing how your web pages will look in Google’s search results SERP Snippet Optimization Tool allows you to see how your meta title and description will appear in the search results before you even publish your web page. It works for desktop and mobile. You can check for truncation issues and fix them instantly. Limitations: None Alternatives: Portent's SERP Preview Tool 9. Google TrendsBest for: viewing the relative search popularity of topics Google Trends shows the popular search terms over time, which is useful for uncovering seasonal variations in search popularity. Compare multiple terms to see their relative popularity over time, and watch for handy keyword suggestions. It’s excellent for discovering keyword ideas that are evergreen (look for terms that have a stable interest over time graph). Limitations: None 10. Ahrefs SEO toolbarBest for: checking for broken links, redirect chains, nofollow links, and on-page elements for any webpage The Ahrefs SEO toolbar is a free Chrome extension (also available as a Firefox plugin) that allows you to check for broken links, trace redirect chains, and highlight no-follow links for any webpage. It also generates an on-page SEO report that includes the web page's: TitleMeta descriptionWord countHeadersHreflang tagsCanonicalsOG tagsThis makes analyzing any page much easier and faster. If you have access to a paid Ahrefs account, you’ll also be able to see important keyword metrics like search volume, CPC, and keyword difficulty within the SERPs. Limitations: Technical and on-page SEO features are free, but you’ll need an Ahrefs account to see SEO metrics within the SERPs Alternatives: Detailed SEO Extension, SEO Minion, LinkMiner (broken links), Ayima Redirect Path (redirect tracing) 11. Moz Local Listing ScoreBest for: seeing how your local business looks online Moz Local Listing Score helps you ensure your business appears accurately across the web. It crunches data from more than 10 different sources — including Google, Yelp, and Facebook — to score your brick-and-mortar business on how it looks online. Results come complete with actionable fixes for inconsistent or incomplete listings. Limitations: Data is only available for three countries: US, Canada, and UK 12. Yoast SEOBest for: optimizing your blog posts for search engines Yoast SEO is an essential for SEO professionals. It provides AI-powered suggestions to tweak your blog posts so it’s better optimized for search engines. You can also get suggestions for general SEO improvement for content like meta tags and URL slug. It's primarily available to Wordpress users. Limitations: Some data limitations, which you can unlock via a premium account Alternatives: Rank Math, All in One SEO Pack, The SEO Framework 13. Dentsu Schema Markup GeneratorBest for: customizing how your web pages appear in the search results with schema markup (which is code that helps search engines understand your content better) Dentsu Schema Markup Generator is great for creating custom code so that your reviews, events, organizations, and people are displayed the way you want them to be in Google’s search results. Once you’ve created your schema code, copy and paste it into your website. Don’t worry if this sounds technical — the tool does the heavy lifting for you, so you don’t need to know any code to use it. Then, use the next tool to check if the implementation has been done correctly. Limitations: None 14. Classy Schema Structured Data ViewerBest for: checking if your structured data was implemented correctly It's worth double-checking your technical SEO implementation — Classy Schema Structured Data Viewer makes it simple to verify everything's working as expected. Limitations: None Alternatives: Google Structured Data Testing Tool, Google’s Rich Results Test (currently does not test for all possible schema markups) 15. SimilarWebBest for: viewing site stats for any domain Use SimilarWeb to estimate how much search traffic a website gets. See a breakdown of traffic sources, locations, and more. A helpful tool for competitor research. Limitations: You’ll need a paid account to see every data point, but the free version is good enough to get a real-time snapshot of your competitor’s activity 16. SERP RobotBest for: seeing your ranking position for up to five keywords Enter any website or web page and up to five keywords on SERP Robot to see where you rank for each of them. Check your competitors’ rankings too. Limitations: None 17. XML SitemapsBest for: creating a sitemap Simply enter your site’s URL and some optional parameters, and XML Sitemaps will create a sitemap that you can upload to Google Search Console and Bing Webmaster Tools. Limitations: Free up to 500 pages 18. Robots.txt GeneratorBest for: generating a robots.txt for your site Robots.txt generator lets web robots know what to do with a website’s pages. When a page is disallowed in robots.txt, that represents instructions telling the robots to skip over those web pages completely. Limitations: None 19. CopyscapeBest for: checking for duplicate content Best for: checking for duplicate content Enter a URL for a blog post or website, and Copyscape can tell you where else that content exists online. You might find results you’ll need to follow up with to help get your SEO in order. Limitations: Only the top 10 results are shown 20. Google AlertsBest for: getting alerted of any online mentions of your brand, product or company Enter your brand, company or product name and Google Alerts will send you an email if it finds any webpage mentioning those terms. You can also use this tool to for keyword tracking and monitor the search volume data of popular/trending terms in your industry. Limitations: None 21. Screaming Frog SEO Log File AnalyserBest for: uploading and analyzing your log files If you’re interested to find out what Googlebot is doing on your site, you can look into your website’s log files. Screaming Frog’s Log File Analyser allows you to do that for free. Limitations: Up to 1,000 lines Alternatives: SEOlyzer 22. Hreflang Tag Generator Best for: generating hreflang tags for your multi-language/multi-country site If your site targets different countries or different languages, you’ll need to set up your hreflang tags properly. Unfortunately, it’s quite easy to mess up, which can cause issues for your site. Enter your site’s URL, the language and country of the URL, and Aleyda Solis' Hreflang Tag Generator will generate the necessary hreflang annotations for you. Limitations: None 23. Keyword SurferBest for: seeing monthly search volumes and CPC data within the SERPs Install this free Chrome extension by SEO Surfer, and you’ll be able to a mini keyword analysis of the keywords you search — including search volumes and CPC data. It can help you assess keyword difficulty and you'll also see suggested keyword ideas related to your query — pop a couple into your headings to see what happens to your SEO. Limitations: None Alternatives: WMS Everywhere 24. SE Ranking Mobile Friendly Site TestBest for: checking your site’s mobile-friendliness Enter any URL and SE Ranking's Mobile Friendly Site Test will tell you if the webpage is mobile-friendly. It also tells you what went wrong and what you need to fix. Limitations: None 25. Website Authority CheckerBest for: checking your website’s Domain Rating Enter your URL and see the Domain Rating (DR) of your website using Ahrefs’ Website Authority Checker. Generally speaking, the higher the number, the more authoritative your website. A high DR has been shown to correlate positively with higher Google rankings. Limitations: None Alternatives: Moz’s Domain SEO Analysis Tool 26. DemandHub Google Review Link GeneratorBest for: creating a link for customers to review your business on Google Customer reviews are important for small business’ local SEO. DemandHub Google Review Link Generator allows you to create a shareable link for customers to review your business on Google. You can send pop these links in your social media link in bio or make them part of your content marketing. Limitations: Non 27. SemrushBest for: performing a site audit or check your ranking in search With a free trial of Semrush, you can: Track your search rankings with the rank checkerPerform competitor analysisPerform a content and technical SEO audit of your siteGenerate a content brief for your target keywordUse the SEO writing assistant for content writing guidance to find relevant and related keywordsGet recommendations to optimize existing contentRun 10 free keyword research reports each dayIf you just want to get straight to it, check out Semrush's pricing here. Limitations: Although users benefit most from a paid account, you can still get a lot of functionality out of a free account. FAQ about free SEO toolsWhat's the difference between free and paid SEO tools? A free tool can help you handle the basics like keyword research or performance checks, which is ideal if you’re new to SEO. Paid tools often include advanced data and more in-depth features, so they can be worth it once you’re ready to scale. It’s all about choosing the right fit for your current needs. Does Google have free SEO tools?Yes, Google offers several free tools that are super helpful for SEO. Google Search Console lets you see how your site is performing in search results, track keywords, and fix issues. Google Analytics helps you understand who’s visiting your site and what content they love. And don’t forget Google Keyword Planner, which is great for spotting keyword ideas if you’re planning content. What are the best free SEO tools?You’ve come to the right place; that’s exactly what this blog is for. Go through the free SEO tools we've mentioned above and see which ones will give you the results you need — without spending a dime. More free SEO tools and resourcesIf you’re interested in even more tools, here are a few places to start: The Ultimate List of the 60 Best SEO Tools (Free & Paid)— a comprehensive tools list curated by SEMRush36 Free SEO Tools for DIY SEOs — a curated list of tried and tested free SEO tools by AhrefsThere are so many free SEO tools to explore — pick a few that fit your needs and see how they help your content rank. You’ll often uncover new opportunities or quick fixes that can boost traffic. If you’re ready for more, check out our in-depth guide on building an SEO strategy. Plus, tools like Buffer can help you keep your social channels active so folks can discover your content more easily. View the full article

OpenAI appeared to be closer to pulling the trigger on advertising in ChatGPT in recent days, but a growing threat from Google has forced the company to pause those plans as it gears up for a quickly escalating chatbot fight. OpenAI CEO Sam Altman sent a memo to staff on December 1 declaring a “code red” and ordering the company’s primary focus to be on improving ChatGPT. As part of that directive, Altman reportedly said the company would be pushing back work on other projects, including the introduction of advertising to its chatbot. The about-face came just days after Tibor Blaho, an engineer working on a Chrome extension that offers pre-written prompts for ChatGPT, posted on social media that he had discovered lines of code which heavily referenced ads in a beta version of ChatGPT’s Android app, including mentions of “ads feature,” “search ad,” and “bazaar content.” (That beta has not yet been released to the public.) Altman has hedged when the topic of ads in ChatGPT has come up previously. While saying he “hates ads” personally, he added at a 2024 Harvard University fireside chat that he was “not totally against them” and stressed, “I’m not saying OpenAI would never consider ads.” He cushioned those comments, though, by saying “ads plus AI is uniquely unsettling to me. When I think of GPT writing me a response, if I had to go figure out exactly how much was [a sponsor] paying . . . to influence what I’m being shown, I don’t think I would like that very much.” The discovery of ad code is not conclusive proof that ChatGPT will incorporate advertisements into its chatbot. It’s possible OpenAI is planning to work with other companies to let them personalize ad content on other sites based on ChatGPT usage. OpenAI did not immediately reply to a request for comment about the ad code. ChatGPT has become a Goliath in the AI space. In October, Altman disclosed that the chatbot sees 800 million weekly active users, a big jump from the 500 million WAUs it reported at the end of March. It has amassed that sizable user base in just three years. But as it has grown, so too have competitors. Google’s Gemini AI has emerged recently as perhaps the most serious threat to OpenAI’s dominance, outpacing ChatGPT in industry benchmarks. Gemini 3, released last month, also has a huge built-in user base, as the technology was inserted into Google Search as well as a full suite of developer tools. Altman’s memo indicates the company is feeling the pressure from Gemini and other AI firms, which (like OpenAI) are spending heavily in the race for leadership in the AI space. Altman told his team that work needed to be done on improving personalization for users, increasing speed and reliability, and widening the range of questions that ChatGPT can answer. Right now, OpenAI generates much of its revenue from partnerships with businesses that use its API model and via paid subscriptions to its most advanced technology. (A free version that is less advanced is available to users who prefer not to pay.) The company is on track to hit $20 billion in revenue this year. Altman has said he expects that figure to grow to hundreds of billions by 2030. Even so, the company says it cannot guarantee it will turn a profit within the next five years, given the high cost of computing. In the meantime, it expects to post massive losses, including a projected $74 billion shortfall in 2028. View the full article

Businesses still spend billions each year on management training programs, but here we are in 2025—with a growing leadership gap and executives scrambling for answers. And if I can get honest for a moment: We’re still approaching the problem backward. Senior leaders keep promoting high-performing individual contributors into leadership roles and expecting them to figure it out on the fly. Many don’t have the time, support, or temperament to lead people well. Then we’re surprised when the results are uneven or the team burns out. Before companies invest in another round of training, they need to start with a more fundamental question: Are we choosing the right people to lead? And more important, are we modeling the leadership behaviors we want them to learn? Start with what actually works: Model servant leadership Leadership boils down to people, trust, and relationships. And the simple truth is still the same today: Great leaders lead by serving. They focus on what their people need to succeed—clarity, coaching, safety, and support—not on protecting their own ego or authority. For readers familiar with my coaching work and the book I authored earlier this year, you know I’ve been beating this drum for years: Servant leadership has moved from a niche, values-driven concept to the core operating philosophy of many of the world’s most admired and profitable companies. After over two decades of developing leaders, I’ve seen a consistent pattern: The best leaders genuinely want their people to thrive. They’re willing to put the team’s needs first, share credit freely, and take responsibility when things go sideways. They grow people rather than simply manage tasks. And that kind of growth—personal, professional, relational—is what builds resilient teams. Whether you lead 3 people or 3,000, these behaviors will elevate your impact and build trust faster than any leadership playbook. 1. Build trust through real, intentional caring Strong leaders show interest in people’s work, their goals, and their long-term direction. They’re curious about what motivates each person and intentional about creating opportunities that stretch their skills. This isn’t “soft.” It’s emotional engagement—and it’s one of the biggest drivers of performance and retention. Think about it: When leaders support their people through promotions and pay raises (first and foremost), internal moves, stretch assignments, or removing obstacles from their path, it sends a powerful message—you matter. As the (often-attributed) John C. Maxwell quote goes, “People don’t care how much you know until they know how much you care.” When employees feel their leaders genuinely care, confidence rises, performance follows, and career paths become healthier and more aligned with their strengths. 2. Use empathy to connect with others and drive results In 2018, Global training powerhouse Development Dimensions International (DDI) assessed 15,000-plus leaders across 20 industries and found empathy to be the strongest predictor of overall performance—especially the ability to listen and respond with empathy. That hasn’t changed. If anything, the modern workplace—with hybrid teams, rising burnout, AI, and constant change—has made empathy even more essential. But empathy isn’t a strategy you perform and it doesn’t come from a to-do list. It shows up in how you listen, how you check in, and how you respond to someone’s reality—even when their experience is different from your own. Empathic leaders don’t just hear what people say; they understand the context, emotions, and challenges behind it. That perspective creates psychological safety, and safety unlocks creativity, problem-solving, and collaboration. 3. Be radically transparent A transparent culture builds trust and fosters collaboration. When people feel safe voicing their thoughts, it deepens engagement and creates a more resilient, trustworthy team dynamic. Tip: Encourage employees to ask any question—yes, even the hard ones. People also don’t stress around transparent leaders and teamwork isn’t undermined, because information is shared openly to let everyone know what’s going on at all times. Going a step further, studies prove that organizations that share privileged information with their employees—typically reserved for the ivory tower in command-and-control power structures—reduce uncertainty and alleviate stress about where they are headed and why. One example of openness, perhaps a bit extreme for most companies, is social media optimization company Buffer. It goes so far as to post its formula for salaries online for everyone to see, including the compensation of CEO Joel Gascoigne. Bringing it home No leadership framework works without spending real time with your people. Learn who they are, what energizes them, and what blocks them. Understand their strengths, their motivations, their values, and their blind spots. So here’s a question worth asking yourself today: How well do you really know the people you lead? If you want to advance your leadership impact, start by serving. Learn what matters to your team. Shape roles that offer meaning and purpose. Use their strengths wisely. And champion their growth—even if that growth eventually takes them to a new team or a new company. When you invest in people this way, you don’t just build stronger teams. You build a healthier culture, a deeper bench of future leaders, and long-term success for everyone involved. Like this article? Subscribe here for more related content and exclusive insights from executive coach and speaker Marcel Schwantes. —Marcel Schwantes This article originally appeared on Fast Company’s sister publication, Inc. Inc. is the voice of the American entrepreneur. We inspire, inform, and document the most fascinating people in business: the risk-takers, the innovators, and the ultra-driven go-getters that represent the most dynamic force in the American economy. View the full article

Age really is just a number when it comes to social media, as new research from Ampere Analysis shows that more than half of users ages 55 to 64 now watch influencer content every week. This number is up by 10 percentage points since 2020. In the U.K., the figure has also risen over the past five years, from 30% to 38%. TikTok and YouTube, in particular, are behind the growth—proof that Boomers’ social media presence is no longer limited to Facebook. “The biggest surprise in our latest data wasn’t how popular influencer videos have become, it is how rapidly this trend has extended to older audiences,” Annabel Yeomans, senior research manager at Ampere Analysis, said in a statement on December 1. That age group—55 to 64—delivered the highest growth in YouTube’s monthly viewing from the first quarter of 2020 to the third quarter of 2025, up by 25% in the U.S. and 14% in the U.K. In the past year alone, TikTok’s monthly active users grew 6% in the U.S. and 16% in the U.K. among audiences ages 55 to 64. The growing popularity of influencer content with older viewers comes as YouTube has established itself as a living-room viewing experience. More than a quarter (29%) now use a smart TV monthly to watch YouTube, as smart TV ownership among internet users ages 55 to 64 in the U.K. and the U.S. is up 20 percentage points since the pandemic, jumping from 59% to 79%. “As viewing habits diversify and platforms like YouTube and TikTok become part of living-room viewing, the lines between social and traditional platforms are blurring,” Yeomans said. Streaming platforms have responded by partnering with influencers on premium content, as Netflix has with kids’ educator Rachel Anne Accurso’s Ms. Rachel videos and Amazon has with Molly-Mae Hague’s docuseries, Molly-Mae: Behind It All. And yet, just 15% of older consumers globally feel represented in the advertising they see, according to GWI, jumping to 20% for those who follow brands or influencers on social media. To fill this gap, the number of so-called granfluencers is also increasing. ​​These older creators represent a fast-growing demographic of social media users, and thus are starting to catch marketers’ attention. “New opportunities for collaboration across different platform types are emerging,” Yeomans said. “Streaming services are increasingly partnering with influencers, an approach that first attracted younger viewers and is now gaining traction among older audiences.” View the full article

A deal would involve a lot of losers on Tory side, but by next election the party might just be desperate enoughView the full article

There’s a lot of chatter right now about an AI bubble, fueled in part by a perception that productivity gains from AI are largely illusory. I can’t speak to the market, and whether AI is broadly overvalued or undervalued, but I can tell you that in the past year alone, AI has completely transformed how I work. Looking at the tools today that didn’t exist a year ago—deep research, browser agents, the big leaps in performance for all the latest models—there’s a host of ways AI can speed up or enhance many tasks of knowledge workers, especially journalists. As an independent journalist, I’m perhaps a little less constrained than most (my AI policy is whatever I want it to be), and AI has made me rethink how every part of the job gets done. So bubble or not, that shift is already here. To better articulate this and highlight tools and techniques that are broadly useful, I’ve broken down several ways I use AI in my writing, researching, and reporting. The most intuitive way to organize this is by walking through the story process—from developing ideas to hitting publish to sharing on social media. Here are 10 ways I use AI as a journalist and content creator: Beat monitoring: The set of stories that any individual reporter needs to keep up with is different, and AI’s ability to personalize and summarize is extremely helpful here. I find ChatGPT Pulse—which doesn’t just compile stories, but explains why they’re relevant to your work and includes other personal info (like your schedule)—to be extremely helpful, but it’s also constrained to the Pro plan ($200/month). A stripped-down, but still useful tool is scheduled tasks in ChatGPT or Perplexity, where you craft a prompt that searches for the latest stories you’re interested in and sends it to your inbox. Accelerated skimming: Once I land on an article that I’m interested in, I often read the summary before deciding if I want to spend the time reading. There’s a dedicated button for this in Perplexity’s Comet browser, and there are a host of browser extensions that do this for Chrome. On X, I find the ability to simply reply to any post with “@grok what is this post about?” for a short, instant explanation to be a huge time-saver, especially for memes and trends I’m seeing for the first time. Going deeper: When Google’s NotebookLM made its big splash last fall with its ability to create instant conversational podcasts, many dismissed it as a gimmick. But I find the feature to be an incredibly useful tool for getting primed on a topic or news story. You can either drop a single URL in the folder or use the new Fast Research feature to find a story, generate your audio overview, and boom—you have a short podcast all about the thing you’re researching. Listen at 1.5x speed to blaze through it even faster. Story ideas: Finding the connections and missing angles in between stories will always be a mostly human-driven process, but NotebookLM is a good partner here as well. Prompting it to suggest story ideas based on the questions implied or not answered in the set of articles in the notebook is often a great starting point for a story idea. Getting in the weeds: Once I know the idea I’m running with, it’s time to research. AI is obviously great at this, specifically the deep research tools that have emerged in the past year. I use them all, but differently: Perplexity is excellent for a first pass—it’s fast, but typically not as thorough as the others. I generally find Gemini to be the best at finding sources on the web, but less great at prioritizing them. My go-to for serious research is ChatGPT, which I find to be the most thorough. It’s also excellent for turning its deep research abilities inward—directing them at a large set of files in a Google Drive or Dropbox folder (via Connectors). Targeting highly specific information: When the key to your story is a singular document or piece of data, it’s helpful to outsource the task of finding it to a browser agent. For example, court documents are typically kept in hard-to-navigate services like PACER (Public Access to Court Electronic Records). Just finding the right case often involves performing several searches, especially if you’re unsure of the exact names involved or the specific court. When given clear tasks like this, a browser agent like Comet or ChatGPT Atlas is the perfect research intern, usually finding exactly what you’re looking for in just a few minutes. Writing coach: Now that I’ve gathered and processed all the background material, it’s time to write. For my columns and original reporting, I don’t let AI write for me, but I do often use it as a coach. I’ve crafted a Custom GPT to act as an inquisitive interviewer: probing me with several questions—verbally—recording my long responses, and then assembling them all into an outline once I’m done. From there, I’m off to the races, sometimes returning to the coach when I go in an unexpected direction. The process helps me write in about half the time as before. Writing intern: I write a news digest for my Thursday newsletter, with each item coauthored by AI. For these short blurbs, I’ve built a Claude Project that’s trained on my style, the digest format, and the target audience. Once given a story or news trend, it writes a one-paragraph summary in my style, which I then edit and add to. It turns a 15-minute process into something that takes about five minutes. (And, yes, I’m fully transparent to my audience when AI acts as a coauthor.) Copy desk: Everything I write goes through my AI copy desk: First, a Custom GPT looks at it critically but constructively, suggesting edits (and sometimes further research) to make the piece stronger. Then another GPT does a proofreading pass, aimed at making it either more newsy or conversational, depending on the context. Importantly, neither GPT does automatic rewrites—they’re all suggestions that I can take or leave. Social media manager: Finally, once the piece is live, I have specific prompting that writes social copy for LinkedIn—both for my personal profile and The Media Copilot company page. In this case, I don’t manually paste anything into an assistant on the web, but instead use Zapier, an automation tool that automatically generates the social post and queues it up for my review. That saves a lot of back-and-forth between browser windows and ensures I never miss a post. I hope you see a pattern in what I’ve laid out: Each process involves AI bringing things to my attention, but it prioritizes my attention. In my view, AI is an extraordinary accelerant for specific tasks in story creation, but the process needs human review and judgment throughout. And while AI can be a helpful writing “intern” for very specific formats, I keep the text in anything substantive (such as this column) human written. That human centricity will remain, no matter how intelligent and automated parts of the process get. While I don’t doubt that AI will continue to improve, the point of using it is to sharpen, accelerate, and amplify how I communicate with audiences—human audiences. Machines can be great partners, but the moment they become the focus is when we stop communicating and are just creating “content.” The media just experienced an era dominated by SEO, algorithms, and lowest-common denominator thinking. Let’s not do that again. View the full article

Semrush rolled out its biggest wave of AI features in 2025—across SEO, content, ads, PR, and AI visibility. Here’s a closer look at the upgrades reshaping how marketers plan, optimize, and measure performance. View the full article

Today, we’re rolling out an improvement to Yoast AI Brand Insights, part of the Yoast SEO AI+ package. You can now scan how your brand appears in answers generated by Perplexity, in addition to ChatGPT at no extra cost. This builds on our mission to help marketers, bloggers, and business owners understand how their brand is represented across major AI platforms. AI powered answers are fast becoming a new gateway for discovery. People increasingly turn to AI tools to research, compare, and choose products or services. Those answers often mention brands as recommendations or sources. When someone asks a question in your niche, you should be able to see if your brand is part of the conversation. This update makes that possible across more platforms. AI Brand Insights now lets you see when and how your brand appears in AI generated answers for relevant search style queries. You can track sentiment, and compare your visibility to competitors. By adding support for Perplexity, you get a broader view of how AI systems describe your brand and which sources they rely on, helping you stay visible and confidently represented in AI driven discovery What’s new You can now: Run brand visibility scans in Perplexity Compare how ChatGPT and Perplexity talk about your brand Track mentions, sentiment, and citations across both platforms Monitor changes over time in your AI Visibility Index Nothing else changes in your workflow. The next time you log in, you’ll see a visual notification guiding you to run your first Perplexity scan. Why this matters Understanding how AI answers present your brand helps you move beyond guesswork and see the tone, accuracy, and sources AI chooses when mentioning you. With more customers relying on AI powered explanations than ever, visibility in these answers is now an important part of brand discovery and trust building. How to try it Log in through MyYoast, open AI Brand Insights, and run your next scan. Your dashboard now includes results from Perplexity alongside ChatGPT. This gives you a fuller, more accurate view of your brand’s presence in AI generated answers. If you’re already using Yoast SEO AI+, this enhancement is available to you immediately. If you’re not, upgrading gives you access to this feature along with a complete set of tools for brand visibility, AI insights, and on page SEO. The post New to AI Brand Insights: Scan your brand visibility in Perplexity appeared first on Yoast. View the full article