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If You Are A 21St-Century Business, You Better Be Cloud-ready



If You Are A 21St-Century Business, You Better Be Cloud-ready

Cloud computing is a new innovative technology that many businesses have widely adopted in recent times. The public and private sectors have begun to use the cloud to shape their business architecture to obtain greater performance at lower costs. According to a study, in 2022, the worldwide public cloud computing industry will be worth $495 billion. Cloud technology is highly secure and allows businesses to increase their productivity. Many small businesses have benefited from cloud computing to take their business to the next level.

Cloud computing was introduced several years ago, but its popularity remains the same amid other rising technologies. There are countless reasons why businesses are driven toward cloud computing since it helps with everything from scaling infrastructure to delivering a web-based application. According to a study, the worldwide cloud applications market was worth $133.6 billion in 2021 and is anticipated to reach $168.6 billion by 2025. Businesses can focus more efforts on expanding their operations by migrating to flexible cloud solutions.

Cloud Computing:

Cloud computing allows businesses to access their apps and services and store their data securely. The advantage of owning a cloud is that the business does not need to worry about maintaining it. The storage size is infinite, and a system with an internet connection is enough. After adopting the cloud, enterprises have started to go with the flow of the continuous deployment model to avail of exciting features currently required for their day-to-day tasks.

Organizations looking to go with best practices can prefer cloud solutions to overcome challenges with less cost.

One of the most popular cloud myths is that companies have to spend a fortune to adopt an efficient cloud strategy. However, this couldn’t be farther from the truth. To get it right, businesses have to make their expectations clear and set realistic goals for their organization.

What are the different deployment models for cloud computing?

The public cloud allows anyone to access devices and services based on their needs. However, public clouds are less secure since anyone can use them. Public clouds offer cloud infrastructure via the internet for individuals and some industry groups. The cloud infrastructure is owned by entities, not consumers, for providing services. The public cloud concept for hosting mainly focuses on benefiting customers and users who make use of the services. It also benefits customers and users with free access to storage and retrieval services. Some of the key benefits of the public cloud are a minimal investment, dynamic scalability, no maintenance, no setup cost, and no infrastructure management required.

The private cloud deployment model is the opposite of the public cloud deployment model. It is appropriate for single users or customers. There is no need for individuals to share their devices with others to access the service. The private cloud is often referred to as an internal cloud, as it provides workers with access to the company’s systems and services. With the help of the IT department, the organization ensures that its cloud platform is secured and protected using powerful firewalls. A private cloud is flexible, and businesses can manage cloud resources efficiently. Some of the key benefits of the private cloud are customization options, better data security and privacy, being easy to control and supporting legacy systems.

After bridging the public and private clouds as software, the hybrid cloud concept evolved. Hybrid clouds take advantage of public cloud cost savings to allow businesses to host their apps safely. Hybrid clouds allow organizations to move data and apps as per their business requirements between different clouds by using two or more cloud deployment models. Some of the key benefits of the hybrid cloud are better security, cost efficiency, flexibility, and manageability. With cloud migration, businesses can migrate their data and apps easily.

Why are businesses driven toward cloud-ready solutions?

Cloud computing has started to rule every industry in the world after its launch in the market. Enterprises are finding better ways to cut down on costs for managing their businesses. Cloud-ready solutions are a one-stop solution that offers better security, reliability, and high-end performance to run businesses smoothly. Every organization can develop better applications with the help of hybrid strategies and give more importance to cloud-ready solutions for migrating these applications. After gaining access to cloud-ready solutions, business operations can now run seamlessly on cloud platforms with the proper network.

Legacy programs, such as locally operated servers developed for static computing environments, can be transformed to fit into the cloud environment, significantly saving resources. If businesses are looking forward to being cloud-ready, they have to accept the change to modify their workflow. With cloud-ready solutions, an organization can transform its traditional apps depending on its business needs. Most companies are willing to adopt the change to empower their apps with better cloud-ready solutions than writing and editing the codes. Cloud-ready solutions outperform their competitors in terms of accessibility and cost-efficiency. Have a look at the benefits offered by cloud-ready solutions:

Cloud-ready solutions benefit businesses by owning and maintaining the onsite infrastructure at a low cost by providing the same functionality.

It ensures enhanced security for cloud service providers and allows businesses to recover their data during a disaster easily.

Cloud-ready solutions enable businesses to access and experience real-time data, which can be quickly accessible and used to improve their overall productivity.

Organizations that deploy cloud-ready solutions can utilize the cloud’s resources based on their business needs.

How did edge computing gain the attention of enterprises?

Edge computing has recently acquired traction across a wide range of businesses, from small to large scale. Edge computing extends the cloud that adds more flexibility to the existing cloud model. It started to evolve with the deployment of IoT devices and 5G technology to compute efficiently, provide better storage, and collect accurate data using analytics. Edge computing helps businesses handle data securely, speeding up the process and delivering the data to people across the globe. Edge computing is accelerated with the help of 5G technology, which will allow for more efficient computing, better storage, and accurate data collection through analytics. Adopting edge computing solutions for businesses will help to reduce costs and process data quickly. There is no way for businesses to experience latency issues, network disturbances, and bandwidth limitations.

Wrapping Up:

The hype for cloud-ready applications is real. Many organizations have shown an interest in transforming their business landscape from on-premise solutions to cloud infrastructure. Cloud innovation is endless and benefits businesses from the lower total cost of ownership, fast adoption of the latest technologies, and continuous migration and upgrades. Cloud-ready apps are the next promising solution for businesses to manage complex IT infrastructure and gain flexibility. Enterprises willing to make their dreams come true with cloud-ready solutions at a low cost can connect with the world’s leading digital transformation consulting company to top the global market.

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3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads



3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads

Now that we’ve officially settled into the new year, it’s important to reiterate that among the most effective ways to promote your business are Google Ads. Not only do Google Ads increase your brand visibility, but they also make it easier for you to sell your services and products while generating more traffic to your website.

The thing about Google Ads, though, is that setting up (and running) a Google Ads campaign isn’t easy – in fact, it’s pretty beginner-unfriendly and time-consuming. And yet, statistically speaking, no platform does what Google Ads can do when it comes to audience engagement and outreach. Therefore, it will be beneficial to learn about and adopt some smart bidding strategies that can help you get the most out of your Google Ads.

To that end, let’s check out a few different bidding strategies you can put behind your Google Ads campaigns, how these strategies can maximize the results of your Google Ads, and the biggest benefits of each strategy.

Smart bidding in Google Ads: what does it mean, anyway?

Before we cover the bidding strategies that can get the most out of your Google Ads, let’s define what smart bidding means. Basically, it lets Google Ads optimize your bids for you. That doesn’t mean that Google replaces you when you leverage smart bidding, but it does let you free up time otherwise spent on keeping track of the when, how, and how much when bidding on keywords.

The bidding market is simply too big – and changing too rapidly – for any one person to keep constant tabs on it. There are more than 5.5 billion searches that Google handles every day, and most of those searches are subject to behind-the-scenes auctions that determine which ads display based on certain searches, all in a particular order.

That’s where smart bidding strategies come in: they’re a type of automated bidding strategy to generate more conversions and bring in more money, increasing your profits and cash flow. Smart bidding is your way of letting Google Ads know what your goals are (a greater number of conversions, a goal cost per conversion, more revenue, or a better ROAS), after which Google checks what it’s got on file for your current conversion data and then applies that data to the signals it gets from its auctions.

Types of smart bidding strategies

Now that you know what smart bidding in Google Ads is and why it’s important, let’s cover the best smart bidding strategies you can use to your advantage.

Maximize your conversions

The goal of this strategy is pretty straightforward: maximize your conversions and get the most out of your budget’s allocation toward said conversions. Your conversions, be they a form submission, a customer transaction, or a simple phone call, are something valuable that you want to track and, of course, maximize.

The bottom line here is simply generating the greatest possible number of conversions for your budget. This strategy can potentially become costly, so remember to keep an eye on your cost-per-click and how well your spending is staying inside your budget.

If you want to be extra vigilant about keeping conversion costs in a comfy range, you can define a CPA goal for your maximize conversions strategy (assuming you’ve got this feature available).

Target cost per acquisition

The purpose behind this strategy is to meet or surpass your cost-per-acquisition objective that’s tied to your daily budget. When it comes to this strategy, it’s important to determine what your cost-per-acquisition goal is for the strategy you’re pursuing.

In most cases, your target cost per acquisition goal will be similar to the 30-day average you’ve set for your Google Ads campaign. Even if this isn’t going to be your end-all-be-all CPA goal, you’ll want to use this as a starting point.

You’ll have lots of success by simply leveraging target cost per acquisition on a campaign-by-campaign basis, but you can take this one step further by creating a single tCPA bid strategy that you share between every single one of your campaigns. This makes the most sense when running campaigns with identical CPA objectives. That’s because you’ll be engaging with a bidding strategy that’s fortified with a lot of aggregate data from which Google’s algorithm can draw, subsequently endowing all of your campaigns with some much-needed experience.

Maximize clicks

As its name implies, this strategy centers around ad optimization to gain as many clicks as possible based on your budget. We recommend using the maximize clicks strategy if you’re trying to drive more traffic to your website. The best part? Getting this strategy off the ground is about as easy as it gets.

All you need to do to get started with maximizing clicks is settle on a maximum cost-per-click that you then earmark. Once that’s done, you can decide how much money you want to shell out every time you pay for a bid. You don’t actually even need to specify an amount per bid since Google will modify your bids for you to maximize your clicks automatically.

Picture this: you’ve got a website you’re running and want to drive more traffic to it. You decide to set your maximum bid per click at $2.5. Google looks at your ad, adjusts it to $3, and automatically starts driving more clicks per ad (and more traffic to your site), all without ever going over the budget you set for your Google Ads campaign.


If you’ve been using manual bidding until now, you probably can’t help but admit that you spend way too much time wrangling with it. There are plenty of other things you’d rather be – and should be – spending your time on. Plus, bids change so quickly that trying to keep up with them manually isn’t even worth it anymore.

Thankfully, you’ve now got a better grasp on automated and smart bidding after having read through this article, and you’re aware of some important options you have when it comes to strategies for automated bidding. Now’s a good time to explore even more Google Ads bidding strategies and see which ones make the most sense when it comes to your unique and long-term business objectives. Settle on a strategy and then give it a whirl – you’ll only know whether a strategy is right for you after you’ve tested it time and time again. Good luck!

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Is Twitter Still a Thing for Content Marketers in 2023?



Is Twitter Still a Thing for Content Marketers in 2023?

The world survived the first three months of Elon Musk’s Twitter takeover.

But what are marketers doing now? Did your brand follow the shift Dennis Shiao made for his personal brand? As he recently shared, he switched his primary platform from Twitter to LinkedIn after the 2022 ownership change. (He still uses Twitter but posts less frequently.)

Are those brands that altered their strategy after the new ownership maintaining that plan? What impact do Twitter’s service changes (think Twitter Blue subscriptions) have?

We took those questions to the marketing community. No big surprise? Most still use Twitter. But from there, their responses vary from doing nothing to moving away from the platform.

Lowest points

At the beginning of the Elon era, more than 500 big-name advertisers stopped buying from the platform. Some (like Amazon and Apple) resumed their buys before the end of 2022. Brand accounts’ organic activity seems similar.

In November, Emplifi research found a 26% dip in organic posting behavior by U.S. and Canadian brands the week following a significant spike in the negative sentiment of an Elon tweet. But that drop in posting wasn’t a one-time thing.

Kyle Wong, chief strategy officer at Emplifi, shares a longer analysis of well-known fast-food brands. When comparing December 2021 to December 2022 activity, the brands posted 74% less, and December was the least active month of 2022.

Fast-food brands posted 74% less on @Twitter in December 2022 than they did in December 2021, according to @emplifi_io analysis via @AnnGynn @CMIContent. Click To Tweet

When Emplifi analyzed brand accounts across industries (2,330 from U.S. and Canada and 6,991 elsewhere in the world), their weekly Twitter activity also fell to low points in November and December. But by the end of the year, their activity was inching up.

“While the percentage of brands posting weekly is on the rise once again, the number is still lower than the consistent posting seen in earlier months,” Kyle says.

Quiet-quitting Twitter

Lacey Reichwald, marketing manager at Aha Media Group, says the company has been quiet-quitting Twitter for two months, simply monitoring and posting the occasional link. “It seems like the turmoil has settled down, but the overall impact of Twitter for brands has not recovered,” she says.

@ahamediagroup quietly quit @Twitter for two months and saw their follower count go up, says Lacey Reichwald via @AnnGynn @CMIContent. Click To Tweet

She points to their firm’s experience as a potential explanation. Though they haven’t been posting, their follower count has gone up, and many of those new follower accounts don’t seem relevant to their topic or botty. At the same time, Aha Media saw engagement and follows from active accounts in the customer segment drop.

Blue bonus

One change at Twitter has piqued some brands’ interest in the platform, says Dan Gray, CEO of Vendry, a platform for helping companies find agency partners to help them scale.

“Now that getting a blue checkmark is as easy as paying a monthly fee, brands are seeing this as an opportunity to build thought leadership quickly,” he says.

Though it remains to be seen if that strategy is viable in the long term, some companies, particularly those in the SaaS and tech space, are reallocating resources to energize their previously dormant accounts.

Automatic verification for @TwitterBlue subscribers led some brands to renew their interest in the platform, says Dan Gray of Vendry via @AnnGynn @CMIContent. Click To Tweet

These reenergized accounts also are seeing an increase in followers, though Dan says it’s difficult to tell if it’s an effect of the blue checkmark or their renewed emphasis on content. “Engagement is definitely up, and clients and agencies have both noted the algorithm seems to be favoring their content more,” he says.

New horizon

Faizan Fahim, marketing manager at Breeze, is focused on the future. They’re producing videos for small screens as part of their Twitter strategy. “We are guessing soon Elon Musk is going to turn Twitter into TikTok/YouTube to create more buzz,” he says. “We would get the first moving advantage in our niche.”

He’s not the only one who thinks video is Twitter’s next bet. Bradley Thompson, director of marketing at DigiHype Media and marketing professor at Conestoga College, thinks video content will be the next big thing. Until then, text remains king.

“The approach is the same, which is a focus on creating and sharing high-quality content relevant to the industry,” Bradley says. “Until Twitter comes out with drastically new features, then marketing and managing brands on Twitter will remain the same.

James Coulter, digital marketing director at Sole Strategies, says, “Twitter definitely still has a space in the game. The question is can they keep it, or will they be phased out in favor of a more reliable platform.”

Interestingly given the thoughts of Faizan and Bradley, James sees businesses turning to video as they limit their reliance on Twitter and diversify their social media platforms. They are now willing to invest in the resource-intensive format given the exploding popularity of TikTok, Instagram Reels, and other short-form video content.

“We’ve seen a really big push on getting vendors to help curate video content with the help of staff. Requesting so much media requires building a new (social media) infrastructure, but once the expectations and deliverables are in place, it quickly becomes engrained in the weekly workflow,” James says.

What now

“We are waiting to see what happens before making any strong decisions,” says Baruch Labunski, CEO at Rank Secure. But they aren’t sitting idly by. “We’ve moved a lot of our social media efforts to other platforms while some of these things iron themselves out.”

What is your brand doing with Twitter? Are you stepping up, stepping out, or standing still? I’d love to know. Please share in the comments.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.


Cover image by Joseph Kalinowski/Content Marketing Institute

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45 Free Content Writing Tools to Love [for Writing, Editing & Content Creation]



45 Free Content Writing Tools to Love [for Writing, Editing & Content Creation]

Creating content isn’t always a walk in the park. (In fact, it can sometimes feel more like trying to swim against the current.)

While other parts of business and marketing are becoming increasingly automated, content creation is still a very manual job. (more…)

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