Remembering some of the designers, architects, and creative thinkers who died in 2020

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It’s been a devastating year. These are just a few of the brilliant minds we lost. The coronavirus pandemic has taken nearly 2 million lives around the world. Like every other industry, the design world has suffered some incalculable losses. Here, we remember just a few of the designers and creatives who have passed away this year due to COVID-19 complications. Read Full Story

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How to Stay Creative With an SEO-Driven Content Strategy

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Posted by Caroline-Forsey When I first joined HubSpot's blogging team in January 2018, I loved our writing process. Once a month, we all met in a conference room with a list of ideas on Google Docs which were pitched one-by-one (intricate, I know). The process was extremely creative, iterative, and collaborative. Of course, it was also often a matter of guess-and-check. Plus, brainstorming can be a bit of a selfish process. The ideas I pitched in those meetings, I pitched in part because I wanted to write them and because I was interested in them as a reader. I could only hope our audience would be interested as well. While we developed a pulse for understanding what our readers liked from reviewing top viewed posts from the past, our process didn't enable us to develop content that matched what our potential readers wanted from us. So, just a few months …

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One Microsoft designer’s quest to make the industry more inclusive

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Maurice Woods, founder of the Inneract Project, has spent 15 years teaching Black and brown kids about creative professions. What he’s learned could change design as we know it. Over the past few months, companies have rushed to beef up their diversity bona fides, posting messages in support of Black Lives Matter and implementing programs to increase equity. But many critics say these efforts are just window dressing—they do nothing to address issues of systemic racism and inequality in the country. Read Full Story

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15 Examples of Great Digital Food Advertisements

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With over 660,000 restaurants operating in the U.S. alone, digital food advertisement is an incredibly competitive market. To stand out, you need to combine humor, design, strategy, and user engagement , all while keeping your audience hungry. What Makes Food Advertisements Unique? Without creative marketing campaigns, the food industry could be pretty dull . Luckily, there are so many ways to bring food to life in digital food advertisements. What makes food advertisements unique is their ability to turn the mundane into excitement. A simple burger on a plate can become a narrative story about your favorite sports game. In order to create unbeatable food advertisements, you need to focus on high-quality ingredients. Here are a few things to keep in mind when creating a unique food advertisement: Create visually stunning content Use high-quality images Keep the text on the ad short and sweet Use video to capture your audience’s …

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AI applications for digital out of home advertising

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30-second summary: The use of data to contextualize campaigns to the “here and now” means messages can be aligned with consumer mindset in the moment and become useful and relevant. Dynamic Creative joins the dots between data-driven media planning and the mindset of a consumer at a given time, in a given place, making the medium truly reactive, and much more intelligent, as well as driving efficiencies. Advances in technology will allow us to hold a true interaction with the consumer, using deep fake technology in real time. Currently it’s a resource intensive task that requires content to be rendered ahead of time but with faster machines this can happen in real time. AI can be used with facial recognition technology to detect how much a person likes an advert by their facial expression and creative can be tweaked and updated depending on gender and age demographics in real time. …

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10 Places to Take Photoshop Classes Online

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No matter what you’re selling, images are a critical component of your marketing strategy. From website design and blog-featured images to custom graphics and paid ads, images are a reflection of your brand wherever people see them. Being able to edit photos in Photoshop gives you the power to develop a unique look that you can keep consistent across all the images you use for your brand. If you’re not familiar with Photoshop, there are plenty of online Photoshop classes that teach how to use it. We recommend looking for courses on reputable platforms with lots of good reviews . With that in mind, here are the top ten online Photoshop classes we recommend. 1. Udemy Udemy offers several different Photoshop classes for beginners, including one called “ Photoshop CC: The Essentials of Photoshop In Just 2 hrs .” The creator of this video course is Adam Zollinger, a 3D …

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The what, why, and how of TikTok’s advertising gold rush

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30-second summary: TikTok is emerging as the next social media powerhouse—so the platform represents an incredible opportunity for marketers. It’s a particularly powerful method for engaging with younger audiences (such as Gen Z). Brands need to take advantage of both organic content creation and paid advertising. Get started as soon as possible to avoid missing out on the gold rush. For years, Facebook and Instagram ran the social media show. Twitter certainly has its niche, but when it comes to user-generated content—the supposed ‘ Holy Grail ’ of marketing—Facebook and Instagram ruled the roost. However, there’s a new hotshot in town: TikTok. The video-sharing social media platform has certainly been gaining plenty of traction in recent months. This, combined with Instagram’s steadily declining reach and the fact that fewer teenagers are using Facebook than ever before, make TikTok an attractive prospect for global marketers. But what exactly is TikTok? How …

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Fifteen Years Is a Long Time in SEO

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Posted by willcritchlow I’ve been in an introspective mood lately. Earlier this year (15 years after starting Distilled in 2005), we spun out a new company called SearchPilot to focus on our SEO A/B testing and meta-CMS technology (previously known as Distilled ODN), and merged the consulting and conferences part of the business with Brainlabs . I’m now CEO of SearchPilot (which is primarily owned by the shareholders of Distilled), and am also SEO Partner at Brainlabs, so… I’m sorry everyone, but I’m very much staying in the SEO industry. As such, it feels a bit like the end of a chapter for me rather than the end of the book, but it has still had me looking back over what’s changed and what hasn’t over the last 15 years I’ve been in the industry. I can’t lay claim to being one of the first generation of SEO experts, but …

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The dark side of marketing technology (martech)

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30-second summary: Complexity is an ongoing challenge. Martech’s proliferation of data and tools can be overwhelming, making it difficult to keep technology up-to-date and staff up-to-speed on how best to utilize the stack. Finding the right talent is another big pain point. A technical marketing landscape requires technical skills, but marketing still requires creativity, empathy, and humanity. Avoid the temptation to over automate. Balancing data with creativity is incredibly important, particularly in the post-COVID-19 marketing universe. Consumer behavior and sentiment can change in an instant, so messaging must be authentic, appropriate, and supremely human. Martech stacks tend to be underutilized, meaning companies are wasting money by not fully leveraging their martech. Understanding the pitfalls listed here can help businesses better plan and maintain their stacks and the resources needed to ensure they facilitate business growth. Marketing technology (martech) touches every aspect of modern business, going far beyond the marketing department …

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