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mindthump · 3 years

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Language supermodel: How GPT-3 is quietly ushering in the A.I. revolution https://ift.tt/3mAgOO1

OpenAI

OpenAI’s GPT-2 text-generating algorithm was once considered too dangerous to release. Then it got released — and the world kept on turning.

In retrospect, the comparatively small GPT-2 language model (a puny 1.5 billion parameters) looks paltry next to its sequel, GPT-3, which boasts a massive 175 billion parameters, was trained on 45 TB of text data, and cost a reported $12 million (at least) to build.

“Our perspective, and our take back then, was to have a staged release, which was like, initially, you release the smaller model and you wait and see what happens,” Sandhini Agarwal, an A.I. policy researcher for OpenAI told Digital Trends. “If things look good, then you release the next size of model. The reason we took that approach is because this is, honestly, [not just uncharted waters for us, but it’s also] uncharted waters for the entire world.”

Jump forward to the present day, nine months after GPT-3’s release last summer, and it’s powering upward of 300 applications while generating a massive 4.5 billion words per day. Seeded with only the first few sentences of a document, it’s able to generate seemingly endless more text in the same style — even including fictitious quotes.

Is it going to destroy the world? Based on past history, almost certainly not. But it is making some game-changing applications of A.I. possible, all while posing some very profound questions along the way.

What is it good for? Absolutely everything

Recently, Francis Jervis, the founder of a startup called Augrented, used GPT-3 to help people struggling with their rent to write letters negotiating rent discounts. “I’d describe the use case here as ‘style transfer,'” Jervis told Digital Trends. “[It takes in] bullet points, which don’t even have to be in perfect English, and [outputs] two to three sentences in formal language.”

Powered by this ultra-powerful language model, Jervis’s tool allows renters to describe their situation and the reason they need a discounted settlement. “Just enter a couple of words about why you lost income, and in a few seconds you’ll get a suggested persuasive, formal paragraph to add to your letter,” the company claims.

This is just the tip of the iceberg. When Aditya Joshi, a machine learning scientist and former Amazon Web Services engineer, first came across GPT-3, he was so blown away by what he saw that he set up a website, www.gpt3examples.com, to keep track of the best ones.

“Shortly after OpenAI announced their API, developers started tweeting impressive demos of applications built using GPT-3,” he told Digital Trends. “They were astonishingly good. I built [my website] to make it easy for the community to find these examples and discover creative ways of using GPT-3 to solve problems in their own domain.”

Fully interactive synthetic personas with GPT-3 and https://t.co/ZPdnEqR0Hn ????

They know who they are, where they worked, who their boss is, and so much more. This is not your father's bot… pic.twitter.com/kt4AtgYHZL

— Tyler Lastovich (@tylerlastovich) August 18, 2020

Joshi points to several demos that really made an impact on him. One, a layout generator, renders a functional layout by generating JavaScript code from a simple text description. Want a button that says “subscribe” in the shape of a watermelon? Fancy some banner text with a series of buttons the colors of the rainbow? Just explain them in basic text, and Sharif Shameem’s layout generator will write the code for you. Another, a GPT-3 based search engine created by Paras Chopra, can turn any written query into an answer and a URL link for providing more information. Another, the inverse of Francis Jervis’ by Michael Tefula, translates legal documents into plain English. Yet another, by Raphaël Millière, writes philosophical essays. And one other, by Gwern Branwen, can generate creative fiction.

“I did not expect a single language model to perform so well on such a diverse range of tasks, from language translation and generation to text summarization and entity extraction,” Joshi said. “In one of my own experiments, I used GPT-3 to predict chemical combustion reactions, and it did so surprisingly well.”

More where that came from

The transformative uses of GPT-3 don’t end there, either. Computer scientist Tyler Lastovich has used GPT-3 to create fake people, including backstory, who can then be interacted with via text. Meanwhile, Andrew Mayne has shown that GPT-3 can be used to turn movie titles into emojis. Nick Walton, chief technology officer of Latitude, the studio behind GPT-generated text adventure game AI Dungeon recently did the same to see if it could turn longer strings of text description into emoji. And Copy.ai, a startup that builds copywriting tools with GPT-3, is tapping the model for all it’s worth, with a monthly recurring revenue of $67,000 as of March — and a recent $2.9 million funding round.

“Definitely, there was surprise and a lot of awe in terms of the creativity people have used GPT-3 for,” Sandhini Agarwal, an A.I. policy researcher for OpenAI told Digital Trends. “So many use cases are just so creative, and in domains that even I had not foreseen, it would have much knowledge about. That’s interesting to see. But that being said, GPT-3 — and this whole direction of research that OpenAI pursued — was very much with the hope that this would give us an A.I. model that was more general-purpose. The whole point of a general-purpose A.I. model is [that it would be] one model that could like do all these different A.I. tasks.”

Many of the projects highlight one of the big value-adds of GPT-3: The lack of training it requires. Machine learning has been transformative in all sorts of ways over the past couple of decades. But machine learning requires a large number of training examples to be able to output correct answers. GPT-3, on the other hand, has a “few shot ability” that allows it to be taught to do something with only a small handful of examples.

Plausible bull***t

GPT-3 is highly impressive. But it poses challenges too. Some of these relate to cost: For high-volume services like chatbots, which could benefit from GPT-3’s magic, the tool might be too pricey to use. (A single message could cost 6 cents which, while not exactly bank-breaking, certainly adds up.)

Others relate to its widespread availability, meaning that it’s likely going to be tough to build a startup exclusively around since fierce competition will likely drive down margins.

Christina Morillo/Pexels

Another is the lack of memory; its context window runs a little under 2,000 words at a time before, like Guy Pierce’s character in the movie Memento, its memory is reset. “This significantly limits the length of text it can generate, roughly to a short paragraph per request,” Lastovich said. “Practically speaking, this means that it is unable to generate long documents while still remembering what happened at the beginning.”

Perhaps the most notable challenge, however, also relates to its biggest strength: Its confabulation abilities. Confabulation is a term frequently used by doctors to describe the way in which some people with memory issues are able to fabricate information that appears initially convincing, but which doesn’t necessarily stand up to scrutiny upon closer inspection. GPT-3’s ability to confabulate is, depending upon the context, a strength and a weakness. For creative projects, it can be great, allowing it to riff on themes without concern for anything as mundane as truth. For other projects, it can be trickier.

Francis Jervis of Augrented refers to GPT-3’s ability to “generate plausible bullshit.” Nick Walton of AI Dungeon said: “GPT-3 is very good at writing creative text that seems like it could have been written by a human … One of its weaknesses, though, is that it can often write like it’s very confident — even if it has no idea what the answer to a question is.”

Back in the Chinese Room

In this regard, GPT-3 returns us to the familiar ground of John Searle’s Chinese Room. In 1980, Searle, a philosopher, published one of the best-known A.I. thought experiments, focused on the topic of “understanding.” The Chinese Room asks us to imagine a person locked in a room with a mass of writing in a language that they do not understand. All they recognize are abstract symbols. The room also contains a set of rules that show how one set of symbols corresponds with another. Given a series of questions to answer, the room’s occupant must match question symbols with answer symbols. After repeating this task many times, they become adept at performing it — even though they have no clue what either set of symbols means, merely that one corresponds to the other.

GPT-3 is a world away from the kinds of linguistic A.I. that existed at the time Searle was writing. However, the question of understanding is as thorny as ever.

“This is a very controversial domain of questioning, as I’m sure you’re aware, because there’s so many differing opinions on whether, in general, language models … would ever have [true] understanding,” said OpenAI’s Sandhini Agarwal. “If you ask me about GPT-3 right now, it performs very well sometimes, but not very well at other times. There is this randomness in a way about how meaningful the output might seem to you. Sometimes you might be wowed by the output, and sometimes the output will just be nonsensical. Given that, right now in my opinion … GPT-3 doesn’t appear to have understanding.”

An added twist on the Chinese Room experiment today is that GPT-3 is not programmed at every step by a small team of researchers. It’s a massive model that’s been trained on an enormous dataset consisting of, well, the internet. This means that it can pick up inferences and biases that might be encoded into text found online. You’ve heard the expression that you’re an average of the five people you surround yourself with? Well, GPT-3 was trained on almost unfathomable amounts of text data from multiple sources, including books, Wikipedia, and other articles. From this, it learns to predict the next word in any sequence by scouring its training data to see word combinations used before. This can have unintended consequences.

Feeding the stochastic parrots

This challenge with large language models was first highlighted in a groundbreaking paper on the subject of so-called stochastic parrots. A stochastic parrot — a term coined by the authors, who included among their ranks the former co-lead of Google’s ethical A.I. team, Timnit Gebru — refers to a large language model that “haphazardly [stitches] together sequences of linguistic forms it has observed in its vast training data, according to probabilistic information about how they combine, but without any reference to meaning.”

“Having been trained on a big portion of the internet, it’s important to acknowledge that it will carry some of its biases,” Albert Gozzi, another GPT-3 user, told Digital Trends. “I know the OpenAI team is working hard on mitigating this in a few different ways, but I’d expect this to be an issue for [some] time to come.”

OpenAI’s countermeasures to defend against bias include a toxicity filter, which filters out certain language or topics. OpenAI is also working on ways to integrate human feedback in order to be able to specify which areas not to stray into. In addition, the team controls access to the tool so that certain negative uses of the tool will not be granted access.

“One of the reasons perhaps you haven’t seen like too many of these malicious users is because we do have an intensive review process internally,” Agarwal said. “The way we work is that every time you want to use GPT-3 in a product that would actually be deployed, you have to go through a process where a team — like, a team of humans — actually reviews how you want to use it. … Then, based on making sure that it is not something malicious, you will be granted access.”

Some of this is challenging, however — not least because bias isn’t always a clear-cut case of using certain words. Jervis notes that, at times, his GPT-3 rent messages can “tend towards stereotypical gender [or] class assumptions.” Left unattended, it might assume the subject’s gender identity on a rent letter, based on their family role or job. This may not be the most grievous example of A.I. bias, but it highlights what happens when large amounts of data are ingested and then probabilistically reassembled in a language model.

“Bias and the potential for explicit returns absolutely exist and require effort from developers to avoid,” Tyler Lastovich said. “OpenAI does flag potentially toxic results, but ultimately it does add a liability customers have to think hard about before putting the model into production. A specifically difficult edge case to develop around is the model’s propensity to lie — as it has no concept of true or false information.”

Language models and the future of A.I.

Nine months after its debut, GPT-3 is certainly living up to its billing as a game changer. What once was purely potential has shown itself to be potential realized. The number of intriguing use cases for GPT-3 highlights how a text-generating A.I. is a whole lot more versatile than that description might suggest.

Not that it’s the new kid on the block these days. Earlier this year, GPT-3 was overtaken as the biggest language model. Google Brain debuted a new language model with some 1.6 trillion parameters, making it nine times the size of OpenAI’s offering. Nor is this likely to be the end of the road for language models. These are extremely powerful tools — with the potential to be transformative to society, potentially for better and for worse.

Challenges certainly exist with these technologies, and they’re ones that companies like OpenAI, independent researchers, and others, must continue to address. But taken as a whole, it’s hard to argue that language models are not turning to be one of the most interesting and important frontiers of artificial intelligence research.

Who would’ve thought text generators could be so profoundly important? Welcome to the future of artificial intelligence.

#IFTTT #Feedly #good to know #tech #hmmm #TIL #science #future

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wesleybates · 4 years

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Top 10 SEO Trends In 2021 That You must know

The trend of most organizations worldwide adopting the online mode of business can be seen to be accelerating. There has been a major change in buying behavior and customer preferences for ten years as this fraternity also happened online. The combination of these two conditions makes the Internet the most extensive market currently operating in the world.

There are sellers, buyers, websites, social media platforms, blog sites, and e-commerce platforms. SEO is the most widely adopted strategy to make these buyer-seller interfaces available between competitors and the vast ocean of other open-source enterprises. The most popular practice of increasing traffic for e-commerce websites and portals is search engine optimization, both qualitatively and quantitatively, providing a high brand awareness level.

With the advancement of technology and IT trends, SEO marketers’ volume and preferences are also increasing significantly. The following few figures for 2020 may demonstrate that search engine optimization has become widespread and hence, is currently one of the most reliable tools for marketers.

53.3% of site traffic came from organic search. A small proportion of 53.3% of the 4.66 billion Internet users makes an excellent foundation for any startup or even mid-size business discovery during the development phase.

This year 92.96% of the world’s web traffic came from Google Search, Google Images, and Google Maps. This is a trend of google for netizens, which can also be beneficial for your business.

60% of marketers said that inbound approaches like SEO are the best source of quality leads with a 14.6% close rate. This is much more than any traditional marketing approach.

28% of searches by local businesses resulted in sales.

The above numbers demonstrate that the SEO aspect dominates very effectively in the industry, and hence it will continue in the coming years.

Top SEO trends in 2021

1. Increasing dependence on artificial intelligence

The AI-powered SEO tool algorithm will improve accuracy and precision in keyword research, competitor analysis, analytics, and other aspects, helping marketers accelerate the process.

AI is changing the way people interact with online content. The Google AI algorithm deserves special attention. An algorithm, called RankBrain, was introduced a few years ago that played a significant role in Google’s ranking factors for search engine result pages (SERPs).

So the biggest question is, how do you optimize SEO for RankBrain? Although the search engine giant has not disclosed details, experts believe user interaction signals are the primary determining factor. These can be factors ranging from click-through rate to time spent on the page. You need to engage your readers with useful, well-organized content. AN on-page SEO checker can help you reduce a page’s reliability on metrics such as readability, backlinks, and more.

2. Voice search technology will lead

People will rely more on Alexa and Siri than entering text in the Google search box. As a result, it will be essential to focus on the spoken keyword and create a FAQ page.

With innovations like Google Assistant, Apple’s Siri, and Amazon’s Alexa, voice search technology has come a long way. As technology has improved, it has become more and more popular. In fact, the percentage of households predicting to own a smart speaker by 2022 is 55%.

To optimize your voice search, consider your keywords. Recognize the phrases that people use in everyday conversations. Voice search is generally preferable to longer, more natural phrases when people type; they usually shorten. For example, a person may voice the query: “What are the new SEO trends for 2021?” But enter the word “new SEO trends in 2021”.

3. Search engines would prefer mobile-oriented indexing.

Your website must be mobile-friendly or mobile as Google will use the mobile version of your content to index and rank your website. Initially, desktop content was used for indexing, but the increasing dependence and use of mobile phones and search templates have changed this practice.

In 2019, Google introduced mobile-centric indexing, meaning that a search engine primarily looks at the mobile version of a website, treating it as the “core” version, not the desktop version. This change makes sense that by 2025, approximately 73% of Internet users will be accessing the Internet from mobile devices only. Test your mobile site performance with Google’s free mobile trial. Then have a look at the Mobile Usability Report in Google Search Console.

For your page to be user friendly, you need to make sure that Google can crawl your URL, so make sure you don’t have any disapproved instructions. Also, keep in mind that Googlebot will not download content that requires user interaction, such as clicking or swiping. You have to make sure that Google can see this so-called lazy content. Finally, make sure that you use the same meta robot tag on desktop and mobile sites.

4. Content should follow the Google EAT principle.

Experience, authoritativeness, trustworthiness, and reliability are the principle of Google EAT that will be tested for every content, whether on websites, blogs, or social media. If you do not follow this principle, you may not build the branding process according to your expectations.

There are many ways to provide quality content:

Create customer portraits that allow you to understand what your customers value.

Do search intent research to help you map the consumer journey.

Use this information to create content that follows the format your users prefer.

For example, if you are serving teenagers, the video may be better. If you are targeting older audiences, the video may be less appealing.

Finally, keep the EAT in mind when creating content. Support claims with statistics and facts—links to official sites such as “.edu” and “.gov” URLs. Having reciprocal links to reputable sites is another way to prove that you meet the EAT criteria.

5. Detailed content will improve search results.

Backlinks will become the preferred method in digital marketing practice and may not be sufficient to support this concise or original content. Therefore, for optimal use of backlinking practice, descriptive or lengthy content would be beneficial for ranking well in SERPs.

6. Selected parts will get prominence.

Research by HubSpot found that the CTR for their high-volume keywords rose more than 114% when the results appeared as printed snippets. The featured snippet is an annotation of a copy of the content you share that appears when the user searches for something. Instead of hyperlinks, snippets are much more attractive and can therefore gain prominence.

7. Smart Search will increase

As technology accelerates the life model, so should search options. Smart search matches search queries with the intent of the user. It is an AI implementation in which the algorithm continues to record searches performed by the device user and suggests relevant searches after the user enters a word or two.

8. Will lead image and video optimization.

Image or video search was already a trend in 2020, and it will go viral in 2021 as people will want to get more information with less typing. As a result, they can take snapshots of articles they need to feed or know to search. Therefore, your website should comply with such requests.

9. Zero – Click Search

This is known as the zero-click search but can also be called the zero-sum search, where one player wins, and all others lose.

Zero-click search is a search where Google answers appear at the top of search engine result pages (SERPs) so that users no longer need to click on a website. The only site presented was that provided an official answer.

What difference does it make? Are people not being targeted to click on your site for more information? Why would Google record your content in a way that does not attract visitors to your site?

Well, this is important for two reasons. First, it has reduced search engine traffic for many websites. This is not good. Second, it opened up an opportunity for small businesses to get traffic if they were not the first search result for a given query. Even after getting the answer in SERP itself, many people will still click on the reference. They will click to read additional information from the website in a featured snippet instead of the top search results page.

Additionally, these select snippets serve as free promotion for your company. You build brand awareness, and even better, you can do it for free, creating useful content using your industry knowledge.

10. Google passage rating

Although Google announced a new conversion rate in October, it is scheduled to be released in 2021. With zero-click search, the goal here is to help users find the exact information they need.

The idea is that a page is dedicated exclusively to the topic you are looking for and is not valuable as a separate page. If you want to install a dimmer, the best instructions page may also contain instructions from an electrician for many other DIY electrical projects. Instead of deciding that this page doesn’t really matter because it covers a wide range of topics, it ranks higher in SERPs.

It is anticipated that this change will primarily target long-tail searches, so traffic may not be high. However, these can help search term conversions.

Core Web Vitals

Core Web Vitals is probably one of the most significant updates we can expect in 2021. Everything that Google has told you over the years is essential to the user experience that will become the official ranking signal.

11. If you want to stay ahead of the rankings, data and analytics should be your priority.

Data science enables you to understand shoppers, visualize campaigns and create targeted messages. Analytics can help you check which URLs are being crawled, identify referral sources, check page load time, indexing, redirects, bounce rates, response errors, and more. You can also use data science to identify pages that you do not want to crawl indexing and expose unusual traffic sources such as potential spam sites (which will reduce your EAT reliability).

You have to keep an eye on SEO current trends and adjust your strategies to the new challenges, pretty much always. That’s the only way you can give valuable content to users that keep them coming back and also keep your ranking. If you need SEO experts to help you, then connect with the best SEO company in Salt Lake City, UT.

#SEO #Trends #Updates #Tips and Ideas #SEO Trends

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nobodyfamousposts · 6 years

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Missing Sneak Peak (Don’t look if you don’t want spoilers!)

In response to the request for a sneak peek.

Who wants some Max focus?

If asked, Max would admit with not just a little pride that his intelligence was far beyond what was normal for his age. His grades were the top of his class. His technical ability was genius level. Still a teenager, he had successfully created a working AI. Where even adults struggled with basic computers, he had made a functioning robot that could feel emotions.

He knew numbers and statistics.

But for all his “genius” and intelligence, he didn’t understand people.

If he had, then perhaps he would have known better than to encourage Kim’s pursuit of Chloe last Valentine’s Day. He ran numbers, noted probabilities, and analyzed every possible angle to give Kim any edge in winning Chloe’s heart. He observed her movements to know where she would be and at what time. He studied the market and built statistics to note what the most popular accessory item at the time was to serve as the perfect gift for Kim. He even watched a number of romantic movies to evaluate confessions to determine the most effective lines Kim could use. With his collection of data, he had pulled together what was technically the most effective plan to win a girl’s heart.

But all the numbers and figures in the world couldn’t account for Chloe Bourgeois.

She rejected him. Horribly. And Max couldn’t help but feel that it was due to a failing on his part. That he had made a miscalculation somewhere in his research that had led to the outcome they all had faced that day. Chloe rejecting Kim and humiliating him. Kim becoming akumatized. The city in danger yet again.

It had taken quite a bit of time and reassurance from Kim for him to accept that he wasn’t to blame.

It had taken even longer for Max to understand that there were simply some things you couldn’t plan for.

There were unseen, unquantifiable aspects that all played their own roles and had effects that couldn’t be foreseen. Feelings, emotions, relationships, personalities, and preferences all mattered. Maybe that was why Max often struggled when it came to the more…social side of things.

Kim was a good friend to him. But for all that the swimmer tried, he just couldn’t understand. To be fair, Kim seemed to understand people as poorly as Max himself did, if the situation with Odine was any indication.

That was part of what originally drove him to create Markov. So he would have a friend he could relate to. Even if he wasn’t human, that didn’t matter. Markov was his friend. Someone who could understand him. Someone he could converse with without fear of misunderstandings or assumptions or concerns about how he appeared to others.

It helped. He didn’t feel as isolated. And with the way that everyone seemed to accept Markov, it showed just how open and understanding they were. Since they were able to accept what many saw as a simple toy robot, he felt like he was able to be closer to his classmates as well. Because he didn’t feel that far off from a robot himself at times.

Math and science were easy. Simple. Equations were what they were and they stayed that way. Science involved more unknowns and discoveries, but there was still a method behind it to build on. Theories and procedures to follow when trying to encounter any such unknowns. Even if he didn’t know something, there were still ways to find out. That was how he ended up making Markov. Robotics was simple.

People were…complicated.

That incident weeks before in the cafeteria with the napkin still made him want to bang his head against a wall when he thought back on it.

Take out his eye? Seriously?

The napkin barely came up to chest level. His glasses would have prevented most objects making contact from his eye—and the trajectory meant the napkin would have barely even reached him. The aim and force behind the throw was poor. And it was a napkin. Not even a decently made one. He was surprised Lila was proclaiming to be in as much pain as she had when she caught it.

He thought she was intentionally exaggerating the napkin as a threat for the sake of humor. He had decided to play along because that’s what he thought he was supposed to do. But he felt like an idiot because he didn’t understand the joke. It really wasn’t that funny to him and it felt like he was the only one who simply couldn’t get it.

Was she joking? Was she serious? What do you do in a situation like that?

Do you go along with it? It seemed to be better to simply follow what others did. In many cases it felt like they all knew something he didn’t. Or at least understood what was going on better than he did. He still felt lost and confused, but at least he didn’t look foolish for questioning it.

Do you turn it into a joke? Kim seemed to be good at that, though admittedly it didn’t seem intentional in many instances. But he was well-liked regardless or perhaps even because of it. Kim was easy to get along with and took everything in stride. Max…struggled in that regard—possibly because he took everything too seriously. He didn’t really understand what people found funny or why it was supposed to be funny.

Do you correct the assumption? He had wanted to. He had quickly analyzed the trajectory and force and could have gone into full detail and perhaps a powerpoint presentation on why it was harmless. But people didn’t like that. All it did was make them think he was showing off or acting like he was smarter than them. All he had wanted to do was correct a presented error—because it was there, because he didn’t want others to be misinformed, because he wanted to share information. There was always something inside nagging at him whenever he saw a mistake like that, and it bothered him to no end when he had to force himself to stay quiet because he couldn’t tell when trying to correct someone would be appropriate or not. So he simply stood by, fighting everything inside him in an attempt to ignore the clear error before him that was as grating and invasive as any computer virus.

How do you interact with people? What was the right thing to say? How would they take it if you told them something they were saying was wrong? Was it intentional? Was it not intentional but still upsetting to them to be corrected? Did they know? Did they want to know? How do you make people like you when you always zero in on things they want to avoid acknowledging?

He didn’t know. He just didn’t really understand people.

Max was best with math. So in the safety of his own room, he stuck to what he knew. Numbers, equations, and statistics.

Unfortunately, in terms of the more morose topic he was investigating, it was that knowledge of the latter that already told him what the likely fate of his missing classmate was.

He wanted to believe in Marinette.

He wanted to believe she was alive and safe.

He wanted to believe that she would return.

Marinette had done a lot for him and everyone else. She had arranged a retake of the class picture that included everyone and honestly was more enjoyable than the initial take they had to do. She ran for class rep because no one else had the courage to stand up to Chloe. She had at least tried to retrieve Markov for him. She even went so far as to willingly let herself be in trouble in order to help simply because he told her that he was concerned. He was certain she could very well have succeeded in reuniting the two had it not been for the akuma getting to Markov first.

She actually listened. For all that he struggled to convey his feelings, Marinette was patient. She stayed with him and let him work out what he wanted to say. She didn’t judge him for his feelings. She didn’t look down on him for his struggles. And at no point did she pity him. Sympathize, sure. Want to help, certainly.

Because that was simply the type of individual Marinette was. She was a truly kind person. And she deserved better than whatever fate must have befallen her. He knew full well that something had to have happened to her. Marinette was strong. But there were things that could go wrong—things that happened to people every day. And probability…it wasn’t her friend right now.

But the statistical outcomes for missing people…weren’t good. He knew that full well. He had spent the better part of the last week looking up all the variables in hopes of having some good news to share with his classmates. But in light of this information, he instead kept quiet. He didn’t want to make them lose hope. Though he suspected that most—if not all of them probably already knew that the outcome was not favorable.

Maybe it allowed him to have hope as well. Statistics were only probabilities that showed the likelihood of certain events. That didn’t mean they always would occur, just that something may be more likely to. And there were always hidden factors that the numbers couldn’t necessarily account for.

Variables that simply couldn’t be quantified. Personal strength. Ingenuity. Conviction. Love. All of which Marinette had in spades.

Maybe Marinette would be an outlier.

He really hoped that would be the case.

#ml fic #missing au #missing spoiler #max has problems #max is going to have more problems in a bit #max kante

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scifigeneration · 5 years

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What if we ran society not based on the market but on evidence?

by Spyros Samothrakis

Will it soon be possible to draw a blueprint of our future society? Viktoriya/Shutterstock.com

Following the successful Brexit campaign, Dominic Cummings – the then campaign director of Vote Leave – published a series of blog posts describing how the campaign was run and what his plans were for a successful civil service. The last of these posts was released on June 26 2019, just before he became the special advisor to the current prime minister, Boris Johnson. The idea this post resurrects is a promise in public policy that has died since the 1970s – the use of hard scientific (knowledge-based) methods to guide policy choices.

In what looks like to be Cumming’s version of public policy, an elite group of administrators trained in the disciplines of pure thought – mathematicians and philosophers – would run society based on evidence. Collected data points would be used to create a machine simulation (often called the model). Policy makers would then be able to test the simulations with hypothetical policies (“what if drugs were legal?”) and, according to the results, adjust public policy.

A complete cybernetic version of economic policy was advocated, but not practised, in the Soviet Union by the likes of nobel-prize winning economist Leonid Kantorovich and mathematician and computer scientist Victor Glushkov. They hypothesised the possibility of taking things a step further – getting the machines to identify what actions to take to reach optimal outcomes. That is, policy makers would need to decide what they are looking to achieve (“maximise the production of butter”) and machines would come up with the the policy of how to allocate resources to achieve this.

Outside the Soviet Union, this kind of thinking was actually enacted with Project Cybersyn, an effort put together by management consultant Stafford Beer in the 1970s for the government of Chile under the then president, Salvador Allende to help manage the economy (the project was dismantled following the coup by General Augusto Pinochet).

Though Cybersyn was never fully operational, it was rushed into use so as to help break one of the biggest anti-government strikes, which was instigated by a right-wing union. Beer’s vision is far more decentralised and democratic than its Soviet counterpart, but it still falls within the same line of thought.

As you will have gauged by now, the cybernetic vision tends to be securely located on the left of the political spectrum.

The market

Sitting on the opposite side of the cybernetic vision, one will find the fathers of modern liberal economics, Ludwig von Mises and Friedrich von Hayek. Their arguments, taken more broadly, consider the cybernetic dream impossible from a computational perspective, either due to not being able to model the world efficiently, or not having appropriate signals to evaluate the quality of solutions.

They argued that another mechanism that exists inside the real world (in their case, the market) needs to do the heavy lifting, by providing a signal – which, in the case of goods and services, is prices. For them, a good policy is not one that lays out what steps need to be taken towards a solution, but focuses more on setting a “game” of sorts with the right incentives and punishments. This basically just leaves room for one real public policy which can be summed up as “privatise everything, create a competitive arena, let the market sort the problems out”.

Leaving all real policy decisions to the market has been a very traditional (post-1980s at least) right-wing idea. This raises the question as to why someone advising the current UK government is even discussing concepts that are not purely market-driven. In his latest post, Cummings laments the inability of the British state to do serious modelling. This seems a superb contradiction – shouldn’t the market be able to solve everything?

It is worth mentioning that conceptions of planning methods differ a lot across individual thinkers – there are even advocates of socialist markets on the left. Though there is a clear left-right divide, in terms of actual party politics it seems that the idea of some planning has been partially accepted (somewhat grudgingly) by the historical right for some time.

Market signals. Tony Stock/Shutterstock.com

AI and public policy

So, does the progress in AI and (the concurrent) massive increase in computational power and availability of data allow us to circumvent the liberal arguments? I would say yes, but only partially. One can easily envision a solution where the latest AI methods are used to affect policy directly. It’s quite plausible that one could plan and re-plan millions of products and services on a daily basis, find the optimal set of actions to help tackle social ills and generally push for an overall brighter future.

This isn’t, however, trivial – delivering causal models to drive simulations is extremely hard, requires significant expertise, and can only be done in a limited capacity. On top of this, current AI methods lack a concept of “common sense”. A model created with a specific task in mind might be able to optimise for said task, but is prone to generating unwanted side effects. For example, an AI-optimised factory that aims to optimise production will do so without care for the environment.

But the mother of all problems in AI is that a lot of the more modern probabilistic planning algorithms are not stable without excessive human tuning, due to a number of reasons that are beyond the scope of this article. In practice, this means that outside straightforward, traditional planning (such as linear programming), getting value from modern AI requires significant human expertise. At the moment this sits mostly within private AI research labs and some university departments. Any serious attempt to create a cybernetic state would need both significant human resources to be moved towards the project and some further algorithmic breakthroughs.

Unfortunately, current AI deployments in public policy do not adhere to the ideas above. It seems that AI is mostly deployed only for simple predictive tasks (“will person X will commit crime Y in the future?”). For this reason, public bodies are finding this technology increasingly useless. But technological innovations almost always experience a series of failures before they find their pace, so hopefully AI will eventually be implemented properly.

Back to Brexit

What does Brexit have to do with any of this? My understanding is that Brexit (according to Cummings) is needed in order to help disrupt the civil service enough so as to allow it to be rebuilt. It would then be possible to deploy serious AI public policy solutions (which is another name for scientific planning). So the British state would be deploying projects that can model the future, with machines or civil servants probing the model for golden paths.

What is truly surprising, in my view, is that such proposals don’t come from the broad political left (though there are, of course, extremely interesting takes on the topic of scientific planning) – but from the right. This might imply the use of AI to hasten the free-market agenda by asking questions like “what is the best propaganda to produce in order to get everyone on board with increasing state pension age to 95, privatising every public service and getting people to accept a ban on immigration?”.

All this AI talk might be a red herring – the more traditional right-wing Brexit party policies are simply an intensification of a deregulation agenda, though again the signals are mixed. Alternatively, it might be the case that there is a split between One Nation Conservatives and free marketeers across the board.

It’s hard to imagine the EU allowing for direct planning (it goes against most of the principles of the internal market), but it’s equally hard to envision post-Brexit Britain doing the same. Most institutions see the market as the only legitimate form of organisation.

But some cracks in the consensus seem to be appearing. Perhaps we may end up in a position where actively planning using AI towards a “good society” is actively pursued.

About The Author:

Spyros Samothrakis is a Lecturer in Analytics and Data Science at the University of Essex

This article is republished from our content partners over at The Conversation under a Creative Commons license.

#artificial intelligence #technopolitics #technology

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wolfliving · 5 years

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Meanwhile, in the land of HIKvision

*Kinda digging this guy’s subscribable newsletter about Chinese AI.

Welcome to the ChinAI Newsletter!

***Two meta-updates:

1) The goal: every ChinAI issue is a joint effort where my collaborator helps with translation and/or commentary and (most importantly) plays a quasi-editorial role (*more on why I think newsletters may need editors later on). Toward that end, part of the subscription fees will go toward compensating contributors for their work ($100-200 each issue depending on the length and quality of the translation + analysis + editing). If you’ve got a translation/topic to pitch, or you’re interested in learning more about how to contribute, just reply to this email!

2) I want the main incentive for readers to subscribe to be to support access to good content for all (in the mold of The Guardian or Wikipedia), but folks have also pointed out that it would be nice for subscribers to have certain perks (some have suggested making the archiveonly available to subscribers). A middle ground I’m exploring that still guarantees access to each issue for everyone but gives a little extra to subscribers is to put together a master library of all the Google doc translations, curated by category and shared with subscribers.

The good news is we’re at 40 subscribers & 5400+ free email list readers. I rely completely on word-of-Tweet/email for promotion, so thanks for spreading the word. I’m playing around with options (right now it’s $9 for a monthly subscription and $50 for a yearly subscription) and would appreciate feedback.

These are Jeff Ding's (sometimes) weekly translations of Chinese-language musings on AI and related topics. Jeff is a Rhodes Scholar at Oxford, PhD candidate in International Relations, Researcher at GovAI/Future of Humanity Institute, and Research Fellow at the Center for Security and Emerging Technology.

Feature Translation: is Winter Coming for Hikvision?

Is winter coming for Hikvision, the world’s largest manufacture of video surveillance products and solutions? In this week’s feature translation, one Chinese investor (he holds shares in Hikvision and goes by the handle Blitzbear) argues the Night King is already inside Hikvision’s gates.

I’m very grateful to Charles Rollet, a freelance journalist who also works as a researcher with IPVM (the leading publication covering the video surveillance industry) for adding his comments throughout the Google doc full translation and letting me include some of his analysis in the key takeaways below. Check out his fantastic portfolio — which includes many in-depth stories on Hikvision.

If you’re like me, then Hikvision is probably one of those Chinese companies you hear mentioned in the news — for their role in the repression of Uyghurs in Xinjiang or for being one of two Chinese companies (Dahua is the other) targeted by a Congressional ban on U.S. federal agencies purchasing new equipment — but you don’t really know much about beyond that.

Enter our (relatively knowledgeable but probably biased) guide —Blitzbear, a Chinese investor who used to hold a decent chunk of shares in Hikvision before selling most of them and holding on to a small part to “use as an observation deck.” He spent a weekend reading Hikvision’s half-year report and came away very disappointed with Hikvision’s performance. Key takeaways:

— Blitzbear highlights two main issues: 1. Can Hikvision find commercialization pathways for intelligent security in video surveillance? 2. What’s the deal with Hikvision’s cash flow and all the loans it’s taking on?

— On the first question, Blitzbear argues that Hikvision is not making the transition from selling products and “eyes” (cameras were 47.7% of total revenue this period) to selling cloud intelligence services and “brains” that can connect cameras and hardware to the cloud computing models via 5G networks — especially in projects that can be replicated in different data application scenarios.

— A key structural trend that supports the first point: high-end cameras that support facial recognition and other AI services are becoming cheaper, so Hikvision can’t just rely on these cameras anymore and they need to get on the AI track. As Charles notes, “At the U.S.’ largest security camera trade show, I saw $59 facial recognition cameras for sale with an $8 per month app subscription.”

— On the second question, Blitzbear highlights Hikvision’s massive increase in short-term debt (an increase of 3.4 billion RMB throughout 2018 and an additional 1.1. billion in 2019 so far). Interestingly, some of its long-term loans came through a public-private partnership (PPP) or Design-Build-Finance-Operate-Transfer (DBFOT) scheme. In laypersons terms, Hikvision goes to the Chinese (subnational) government entity who is looking to do a surveillance project and says, “Since you will be paying me later, you might as well first lend me the money, and I will take it to make and build the surveillance infrastructure, and then you can pay me less later.”

— Crucially, in this period, Hikvision signed six projects according to this scheme (around 1 billion RMB in total pledged loans) and all were surveillance projects in Xinjiang. See Ipvm’s excellent coverage of Hikvision’s projects in Xinjiang, which include cameras for re-education camps and hundreds of mosques. Blitzbear highlighted one such project signed this year with Luopu, a sparsely populated rural county of about 280,000 (almost entirely Uyghur); I dug into Hikvision’s interim report to find the other five, which are listed in the full translation.

— Charles also added some critiques of this piece. This was one of the benefits of getting his “editing” because I often get too attached to each week’s piece (from spending time translating and getting into the head of the author). Charles writes, “A huge omission here is that Hikvision faces much more direct threats, in terms of possible US sanctions over its Xinjiang activities. This could put them in a Huawei-like situation.” Another flaw in the piece, according to Charles: “When you hear talk of Hikvision's financial issues, always keep in mind that Hikvision's controlling shareholder is the Chinese government, so it's unlikely it would be allowed to flounder like a normal private firm,” and “Chinese government video surveillance spending is still huge; whether that gravy train ever stops or slows down is an issue unaddressed by this article.”

FULL TRANSLATION: Has Hikvision's Cold Winter Come, I found the Answer in its Semi-Annual Report. (((etc etc)))

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vanessakitchensdevryblog1 · 5 years

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Resources for Keeping Current on Emerging Technology

Below I have compiled a list of 5 resources that should help you to keep current with emerging technology. While a small cost may or may not exist for the resource, being able to stay in step with consumer demand and the industries response to it will be priceless in your quest for success.

Name: Emerging Technology Resource Center

URL: https://rsmus.com/what-we-do/services/technology/emerging-technology-resource-center.html

The RSM Emerging Technology Resource center is a repository for information and insights on how new technologies are playing critical roles in innovation and productivity.

The resource provides insights and ideas for those companies that are working to support the explosion in popularity of mobile devices and social media, or maybe cloud solutions; organizations that are rethinking their technology strategies as a result of the emergence of these new technologies. The authors provide insight into how emerging technologies present opportunities for growth, efficiency gains, and more.

An example is the topic of cloud solutions. An insight article was posted offering advice in the form of the “3 questions to ask when building your cloud road map.”

Resources:

https://rsmus.com/what-we-do/services/technology/emerging-technology-resource-center.html

Name: The Wired

URL: https://www.wired.com/

On the FDM Group (www.fdmgroup.com) website I is an article entitled “3 Ways to Keep Up to Date with Technology.” The Author’s recommendation for a resource under the heading of “Social Impact of Emerging Technologies” is the Wired .

Wired is a popular subscription publication that covers the social, cultural and lifestyle implications of emerging technology. In addition to covering the latest news in emerging technology, Wired tends to include a social commentary aspect to their pieces with topics ranging from AI to data privacy.

An example of the emerging technology found using this resource is an article written by Ash Carter “Why Big Tech and the Government Need to Work Together,” reminds readers that leaders in the tech industry and policymakers must collaborate to ensure the safety and well-being of the public. An example would be the debate on how to set ethical norms and regulations for artificial intelligence and whether it’s even possible.

Resources:

https://www.fdmgroup.com/3-ways-to-keep-up-to-date-with-technology/

Name: All3DP.com

URL: https://all3dp.com/3d-printing-news/

All3DP.com is a place to keep yourself up to date with the latest 3D printing news from all over the world.

Foundered in 2014, All3DP.com is the world’s leading 3D printing magazine. It has over 1.5 million online users per month. The content they offer is useful, educational, and entertaining and written for both beginners and professionals,

An example of the emerging technology found using this resource comes from an article on how the technology is advancing around the world. This type of information could be a useful and helpful when brainstorming a company’s strategic goals.

“VIP TIE: Luxury Accessories Brand 3D Prints Custom Times” discusses how a Milan based luxury accessories brand is using 3D printing to offer a ready-to-wear and customized tie collection.

Resources:

https://all3dp.com/3d-printing-news/

Name: The VR/AR Association

URL: https://www.thevrara.com/

The VR/AR Association is an international organization designed to foster collaboration between innovative companies and people in the VR and AR ecosystem. The association is a paid membership that brings together industry professionals to collaborate in ways that accelerates growth, fosters research and education, helps develop industry standards, connects member organizations and promotes the services of member companies.

An example of the emerging technology found using this resource sites usefulness is the resource section. In this section you will find the VRARA Publications. In this section are sample case studies, reports, white papers, surveys and more. (https://www.thevrara.com/casestudiesandwhitepapers) An example is the publication “The Top 10 Virtual Reality Best Practices”.

Resources:

https://www.thevrara.com/

Name: International Game Developers Association (IGDA)

URL: https://www.igda.org/

‎The International Game Developers Association (IGDA) is the largest non-profit membership organization in the world serving all individuals who create games. The association brings together members from all fields of game development who participate in any way in the game development process.

The site offers a community section. Here, members work together to share knowledge, build relationships, and learn new skills; all while helping to shape the future of the global game industry.

In addition to the site being a resource, becoming a member gains you access to other benefits on the site. For example, one resource for staying current is your peers. Surround yourself with like-minded individuals. One topic on the community page is Chapters. Chapters connect game developers in their local communities. Various events are held by the chapters including guest lecturers, social gatherings, and much more. Chapters are a great way for IGDA members to meet others to learn, tech, and collaborate.

Resources:

https://www.igda.org/

https://en.wikipedia.org/wiki/International_Game_Developers_Association

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iminheatdaddy-blog · 6 years

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New Questions About Implementing a Business Intelligence (BI) Solution Answered and Why You Must Read Every Word of This Report

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techdata1 · 2 years

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Fulfil Your Dream By Enrolling Your Name In Data Science Courses

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unlovedaddict · 6 years

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Ten Reasons Why You Cannot Learn SEO 2019 Well

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Considering that it is, all across this year businesses specializing in SEO were occupied improving and finding new procedures to optimize the search motor even better than what their own competitors were doing.

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hopefulfestivaltastemaker · 3 years

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August 22, 2021

My roundup of things I am up to this week. Topics include blue hydrogen, the state of the YIMBY movement, and artificial intelligence.

Blue Hydrogen

There was a paper that came out a couple weeks ago claiming that the life cycle greenhouse gas emissions from blue hydrogen (hydrogen derived from natural gas with carbon capture) exceeds hydrogen derived from steam methane reforming of natural gas without CCS, which is how most H2 is produced today. The paper is, if anything else, a good lesson that just because something is peer reviewed does not mean that it should be accepted uncritically.

I only looked at the abstract, but even there two obvious problems emerge. The first is that the authors assume a 3.5% methane leakage rate under their “default assumptions”. I haven’t looked at the research here in a couple years, but that number seems high. My working model of the plausible range of methane leakage is 1.4% to 2.3%.

The second obvious problem is that they use a 20 year global warming potential. It is customary to use a 100 year GWP by default, and most LCAs do this when comparing the effects of different gases. Methane is much more potent than CO2 when it is in the atmosphere, but it dissipates faster, so a 20 year GWP will put heavier weight on methane, relative to CO2, than a 100 year GWP will.

Ted Nordhaus wrote a thread on Twitter with a bit more detail on the flaws in this paper. He adds that the paper also makes pessimistic assumptions about the use of carbon captured for energy.

I don’t think it can be seriously disputed that SMR H2 with CCS has higher life cycle GHG emissions than H2 from low-carbon electrolysis. This 2019 review finds that blue hydrogen has a bit less than half the life cycle GHG emissions than common gray H2 (SMR without CCS), whereas the paper cited only gives 9-12% less. But blue H2 has about 4X the life cycle emissions of green H2. In the ideal world, hydrogen would be produced en masse from low carbon sources and other electrofuels would be built off of that when direct electrification isn’t feasible. But we don’t live in the ideal world. I haven’t done a comparison with burning natural gas directly, but I would be almost certain that one would find that blue H2 performs better than CH4 from a GHG perspective if using more reasonable assumptions.

The moral of the story is that one should always examine the assumptions that go into these calculations. It doesn’t matter how sophisticated the model is if the assumptions are bad. Peer review is supposed to guard against bad assumptions, but it is no guarantee. I also try to defend my work by looking broadly and getting as much of a sense as I can of the consensus of a subject, rather than picking out a single paper.

Finally, it should be noted that one of the authors of the paper, Mark Jacobson, has a history of bad behavior that can’t be ignored. I know that results should be judged by the merits of the arguments themselves, not the people who make the arguments, but I’ll admit that seeing Jacobson’s name of the paper was the first red flag, before I saw any of the assumptions. Jacobson also wrote, and continues to defend, a flawed model showing that the world can be powered by a 100% renewable energy setup. When the model was challenged, Jacobson responded by filing a lawsuit against the authors and PNAS, which was later dropped, and Jacobson was forced to pay attorney fees. Such behavior constitutes serious misconduct and should be discrediting.

Unfortunately, many news outlets (such as the New York Times as Nordhaus comments on in the above thread) reported the results uncritically. Most reporters have to cover a wide range of topics and have a superficial knowledge at best of each given topic, so it is possible that Hiroko Tabuchi (the author of the NYT article) and other reporters simply don’t know why the assumptions are dubious. To make matters worse, Jacobson knows and exploits prejudices within the environmental movement: in particular, hostility to carbon capture and nuclear power. When research fits a narrative, it is less likely to be scrutinized.

State of the YIMBY Movement

There was an article in the latest Breakthrough Journal by Jennifer Hernandez entitled “Green Jim Crow”, which criticizes the way that land use and energy policies in California, often in the name of environmental justice, hurt the poor and minorities. There is a lot here, and I will only comment on a few things.

She does not refer to the YIMBY movement by name, but she does criticize land use policies that are central to YIMBY policymaking. One particularly shocking figure is that she cites a study from San Diego that the statewide VMT (vehicle miles traveled) mandate would add $50-700K to the cost of a house there.

A claim frequently made in the urbanist movement is that valuable urban space is limited. Roads and parking take up a lot of space, so limiting driving, getting rid of parking mandates, etc. would free up urban space for housing, and via the magic of supply and demand, lower prices. This argument seems plausible but is wrong in one important respect. Urban space is not a fixed commodity, but rather depends on transportation infrastructure. The more easily people can get around, the more space can be brought into valuable urban usage. Private cars offer much greater mobility than any other transportation mode. So there is a tradeoff between space and mobility.

Hernandez also notes that wood-frame, single-family housing is cheaper to construct than high rise apartment buildings. This, rather than a conspiracy by the car or oil lobby, is the reason why SFH is the predominant housing form in the US.

Most of the urbanist movement takes opposition to private cars as a central point. It is as entrenched as anti-nuclear or anti-vaccine ideologies, to the point where few urbanists can think rationally about transportation. Unfortunately, I don’t think there is much of a pro-housing movement that doesn’t negate its value through lifestyle or ideological commitments, and so the problem of high housing costs continues not to be addressed, either in California or the rest of the country.

Where Hernandez misses the mark is in the assertion that infill development, if and of itself, raises housing costs. This confuses cause and effect. High housing costs cause new development to occur, but new development lowers costs. New development tends to be more expensive than older development, but new development lowers the cost of old development via filtering. It’s all supply and demand. It’s the same fallacy that argues that, whenever I see a fire, the fire department is there, so the fire department must be setting the fires.

I don’t understand the research around the topics of displacement and gentrification as well as I wish I did, but I understand it well enough to be skeptical of the idea that development causes them to occur.

I still believe that there is a need for a more robust market urbanist movement to exist. There are people like Scott Beyer who are doing good work, but they don’t have nearly the firepower that the YIMBYs do. And that’s a shame, because the YIMBYs advertise themselves as the pro-housing movement and suck out the oxygen for other ideas that would be more effective.

Artificial Intelligence

It has been an exciting week for AI enthusiasts. There was the Tesla AI Day. I’ll link to Lex Fridman’s overview of highlights as a good rundown of it. Naturally much of the press coverage was cynical, and it is probably best just to ignore that. Lex talks about the Tesla Bot, which got the most news coverage, but many other topics as well.

For context, Honda’s Asimo falling down the stairs wasn’t that long ago.

Next was the OpenAI Codex demonstration. The demo starts off a bit slow, but it gets to some truly impressive things. Iif you understand how hard natural language processing is, you realize how this is a major technical accomplishment.

Today’s work from OpenAI and DeepMind remind me of 18th and 19th century electricity demonstrations. Yes, they are impressive and fun to watch, but what use are they? Such questions were no longer asked about electricity after power grids started being installed in the 1880s. If AI is the new electricity, what is the equivalent of the power grid? Both of the above-mentioned demos give some hints.

Meanwhile, we have a productivity paradox: how can astonishing advances in AI exist simultaneously with sluggish productivity figures? This paper is but one of many examples looking at the paradox. It would consider it to be an open question.

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bloomking · 3 years

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Content Marketing Strategy 2021 - A Step-By-Step Guide

This is a beginner's guide to learn content marketing strategy for the complex sale.

You'll learn about the critical interaction between quality content and SEO to drive organic traffic to your website and convert that traffic to leads and revenue and gain credibility with your target buyers.

Content marketing is used to capture buyers at the information gathering stage by matching keywords they (and the rest of their buying team) use for research with the content you produce.

These are called buyer intent keywords. The interaction between these commercial intent keywords and your content is at the heart of content marketing for the complex sale.

The goal is to drive interested traffic and convert a portion of that traffic to leads.

In the process, as buyers interact with your content, you gain mindshare and credibility.

Even if they don’t fill out a form on a visit to your website, they now know who you are.

By the end, you will understand how to implement a plan for content marketing that drives product-based revenue.

The 4 Steps of B2B Content Marketing

Step 1. Planning content ideas based on keywords to match your buyers’ search intent

Step 2. Organizing the content to optimize search rankings

Step 3. Syndicating and promoting your content across multiple channels to amplify your efforts

Step 4. Setting goals and analyzing performance

Content Marketing Knowledge Gap

Surprisingly, there is a large gap between those who know they need to do content marketing and those who do it well.Neil Patel recently pointed out a study by Zazzle Media showing that, while 79% of marketers believe content marketing is effective, only 6% know how to implement it.

Learn these content marketing ideas, follow content marketing trends, be patient, and you will get found ahead of your competitors.

Why Is Content Marketing Essential?

1. High Keyword rankings improve your chances of getting found and making it onto your target buyers' shortlists.

2. Credibility & authority increase when visitors to your site see valuable, insightful content to help with their research.

3. Repurpose content to create an endless source of material for other channels like social and video, which expands your audience and strengthens your brand and credibility.

Content Marketing Agencies

This guide is designed primarily to ‘do it yourself’. A viable alternative strategy is to outsource your program to a b2b content marketing agency.

An agency can implement a content marketing plan with a purpose and strategy while freeing up your time for other marketing activities that can't be outsourced and are core to growing your revenue.

The Content Marketing Checkdown List

Get This Guide in a Handy Checklist Format Now!

Run a Test

Go to a search engine and type in some keywords you might use to research your offering as a buyer. The competitors in the results are doing content marketing right (or at least better than anyone else) and getting deals in their pipeline from active buyers.

If you see no competitors but only bloggers and publishers in the top search engine results pages (SERPs), then you have a real opportunity to get ranked ahead of the competition.

You might notice more article content than product content in the SERPs. Over the years, Google has changed its algorithm to favor authoritative, valuable information-based content over product content.

Keyword Ranking Factors

Before we dive into the four steps, let’s step back and understand at a high level the factors that all the search engines use (with a bias towards Google). You need to understand each before you can start building a strategy to get ranked.

•Backlinks/Referring domains (RDs) - Google’s original insight was that the more a page has sites linking to it, the more authoritative it must be. There are many more factors that go into getting high rankings, but backlinks are still critical.

•Domain Authority (DA) - Created by Moz, here is how they define it:

“A search engine ranking score that predicts how likely a website is to rank on search engine results pages (SERPs). A Domain Authority score ranges from one to 100, with higher scores corresponding to a greater ability to rank.”

Like your personal credit score, higher DA is a number you always want to try to improve. You do so with consistently high-quality, engaging content and backlinks with a higher DA than yours.

•Engagement - RankBrain, is Google’s AI algorithm. It tries to determine a query’s real intent by using past searches to determine the most relevant results for the keywords entered. When released in 2015, it became the 3rd most important ranking factor after backlinks and DA.

The search engines can’t tell how you engage with a target page once you leave their results. But they do attempt to measure engagement through the SERPs. Here are some things they consider:

Dwell time: How long does a user stay on a page before returning to click on another result. The longer the dwell time, the more likely it is that the page is authoritative.

Long clicks - A user goes to a page and does not return. This is a good result.

Pogo-sticking - A user starts on the first result and goes down the list of results but does not spend much time on each. Google looks at this as a poor set of SERPs and tries to adjust accordingly in the future.

•Page load speed, including mobile - No matter how good your content, it will have a hard time ranking if the page loads slowly. Google recommends an ideal of .5 seconds, but not more than 2 seconds. There are free services online that will test your page speed.

•Site security: https - Check that your domain has upgraded to HTTPS. SERPs rank secure pages over unsecured ones.

•Keyword matching - This is obvious. Search engines try to match results with a users' intent via RankBrain.

•On-page SEO: Google must understand your keywords and content to match your page with the user’s intent. For a deep dive, search for ‘on-page SEO tips’ or something similar.

Keyword tools like Ahrefs are great at cleaning up on-page errors.

•Schema mark-up: This is meta-data you can append to your website to help search engines better understand how to classify your page. For more details, here is a good primer: Schema Markup 101: How to Create Rich Search Results and Boost SEO

Get Started With Content Marketing: The Four StepsStep 1 - Keyword Research

Buyer Intent Keywords

Where do I get my content marketing ideas? Start with keywords.

If you take away one idea from this guide, it’s this: Keywords drive content ideas, not the other way around.

You know your industry. You probably have some great ideas to share with your audience. Writing random thoughts as an expert is valuable to those already on your site but not strategic enough to get ranked and found.

Start with your competitor’s keywords and ideas and then research industry intent keywords to get a definitive list of the topics buyers are actually researching. Convert these keywords to content ideas.

The parallel strategy is to find top keywords but also less competitive keywords that drive traffic but will be easier to rank for.

Note: Before you start, create a master spreadsheet to track your keyword and content discoveries with these headers:

Discovery date

Keyword

Traffic

Search Difficulty (SD)

Paid Difficulty (PD)

As you come across good intent keywords, enter your findings in real-time as you do your research, so you don't have to go back and recreate everything.

Use a keyword Research Tool

Start with a keyword tracking tool like SEMrush, Ahrefs, or Moz. There’s a monthly subscription for each, but it’s worth it. We use Ahrefs, so we’ll show you examples from their tool. The concepts are the same for all keyword research tools.

Take some time to watch YouTube tutorials on the tool you select and familiarize yourself with the key processes and features.

The tools offer a great deal more than we cover in this beginner's primer. Over time, as you become an expert, you can get creative with keyword research.

Start With Competitor Keywords

A good place to start is by seeing where your competitors are having success with traffic and rankings.

Look at top pages and the keywords driving traffic to those pages

Look at keywords driving traffic to their overall site

Let’s pretend you offer a solution for sales and customer service communications for websites. You know your primary competitors.

You begin by entering their blog site (blog.domain.com or domain.com/blog) in the site analysis portion of your tool. You could also just enter the top-level domain (domain.com) and see what non-product pages appear at the top. Or you can try both approaches.

Three things to look for when analyzing your competitors' informational content pages (as opposed to product pages):

Traffic

RDs (referring domains)

Keyword difficulty (KD)

KD as Ahrefs defines it:

“An estimation of how hard it would be to rank on the 1st page of Google (aka the Top 10 search results) for a given keyword. KD is measured on a scale from 0 to 100, with the latter being the hardest to rank for.”

For example, here, let’s pretend your competitor is intercom.io.

These results below are the top content pages driving traffic to intercom.io’s site, with keywords that have a KD under 51 (In the orange box, you’ll see I applied a KD filter in Ahrefs to the results: ‘KD: Min-51’).

You'll notice the top pages are product pages.

You want to look for content pages that are getting good traffic. In this example, the top content page is outlined in red.

Keywords Driving Traffic

For the pages that have potential, look at the keywords driving traffic to that page.

Keyword Intent

Not all keywords with low KD are equal. As you look at the keywords, you need to decide if they are terms a buyer in your industry would use to research a purchase (the intent).

Customer support definition' is probably not a good intent keyword for a buyer. 'Customer support' is a good intent keyword and has a high volume low KD. As does 'customer support services'.

When selecting keywords to rank for, always be in your buyers’ minds to predict what keywords they might use to find vendors.

Look at keywords driving traffic to their overall site

Now that you’ve narrowed down some good topics and keywords to outrank your competitors, it’s time to look at keywords that drive traffic to the site in general.

This report would indicate that good topics showing success for your competitor but with low KD are ‘customer support, ‘saas sales’, and ‘martech stack’.

The keyword ‘customer support has a traffic potential of 399, and Intercom ranks at number 4, but with a search difficulty of only 37.

This would be a great keyword to pursue with some high-quality posts around onsite customer support.

If you drill down on ‘customer support’ you can get some related keywords using Ahrefs ‘Also Rank For’ report:

This shows some other keywords with low KD to include are ‘tech support’ with a potential of 7,500 clicks or ‘customer care’ with 2,200 clicks.

There are potentially hundreds or thousands of keywords worth noting in your spreadsheet. Include them all.

In the next section, we’ll show you how to organize your keywords around a main topic or pillar page.

Don’t stop at one competitor. Enter as many competitors as is relevant. You might start to see some trends in your industry on good keywords and topics that generate traffic and have low KD.

Analyze Keywords Across Your Industry

You are likely an expert in your industry, and you probably know some of the primary intent keywords buyers will use to start searching for solutions.

Doing the competitive analysis uncovers many of the keywords you’ll need.

It’s worth going through this next step of looking at all keywords to generate a thorough list.

Start with a known popular keyword in your research tool and see what suggestions come up.

Note the ones that show promise for traffic and KD, then dedupe them against the competitive keywords you already have.

A good intent keyword for our sales and customer service software would be ‘customer service software’ and a few variations.

Download the list and go through it in the spreadsheet. Keep cutting, pasting and deduping a master sheet. Delete the rows that don’t make for good intent keywords. Repeat for as many intent keywords you can find.

Notice for ‘customer service software’ the KD is only 38, but a Google Ads client will pay $80 for a single click!

The volume may not be high, but the high CPC tells you it probably converts well for the targeted buyers.

Write some great, authoritative content around that topic, and get that same click virtually free in organic search results.

Step 2: Organizing Keywords and Topics - The Pillar PagePillar Page

If you’ve been producing content but are frustrated that you’re not ranking, it’s likely the problem is not the content but how it’s organized on your site.

Adding more content to already underperforming content will confuse Google more and result in more expense and no results.

To organize content, you need to help Google understand what questions you are answering and how each page for that topic adds to the answers.

A pillar page strategy, also called a power topic, cornerstone, or tent-pole is the best approach. In the simplest form, it’s a page on your website:

Around one broad keyword - But not too broad - ‘customer service’ is too broad.‘Customer service software’ has good traffic potential but is more specific.

Covering the content in-depth, in long-format (5,000 words+)

Answers all the questions a buyer might have around the topic

Search engines view will as authoritative and engaging

Is your best, A+ effort on that topic

Cluster Topics

A pillar is defined as:

“a person or thing regarded as reliably providing essential support for something.”

What the pillar page supports are called the cluster topics. They link from the pillar page and help google understand your content.

Think of a pillar page as a tree trunk and the cluster content as the branches and leaves.

Hubspot created the concept of pillar pages. They conducted experiments and rearranged how they link content pages within their site.

They came up with an approach that gave search engines a clearer view of the relationships between related pages. In turn, this gave search engines a better idea of how to relate and rank the content. Rankings increased across the site.

The pillar content is a detailed analysis of the main topic. The cluster content is the ‘smaller’ related blogs that link out from the pillar page.

Here is how their site looked before pillar pages:

Source: Hubspot

When they reorganized content around the pillar strategy, here is what their posts looked like:

Source: Hubspot

You’ve created a list of 100s or 1000s of keywords, and you’re starting to see some trends around good potential topics. Zero in on precisely what you want those topics to be, and organize them into broader themes.

Look at related clustered topics and roll those up into one main topic. Since you know your industry well, the main topic will probably be easy to spot.

That one main topic is your pillar page.

The cluster topics are around keywords that support the main topic and have good traffic, low KD and/or lower RDs.

Customer Service’might be too broad, but ‘customer service software’ is a main intent keyword that’s not too broad. Remember it also has a KD of 37, but a Google Ads advertiser would pay $80 for one click on that keyword, which shows exceptionally high purchase intent.

Cluster blog topics might be around ‘customer service chat software’, ‘customer service for small business’, ‘best online customer service’, and so on.

Since pillar pages are long-form content, make sure you follow a few guidelines to make it easy to read and to scan:

Don’t use long blocks of dense text.

Break paragraphs into the smallest possible units you can

Try to break up your sections with different font colors for headlines and text for readability

Summarize where you can

Make liberal use of pictures, charts, and graphs.

Use call-out boxes to convey main points in each section

Create a table of contents with anchor links to chapters

Related Searches

Click on each suggestion, and then scroll to the bottom of the results page to see related searches:

Google is handing you other intent-rich keywords buyers are using for research.

Look them up in your keyword research tool and find the ones that meet the criteria.

Use them as topics for future posts or to include on-page to enhance posts with long-tail keywords.

Keyword Questions/Longer Terms

People ask more questions, use voice search (one-fifth of Google searches now), and input longer search terms than ever before.

By ranking for keyword questions, or longer terms, you can expand the audience beyond keywords.

Most keyword tools have a feature in their keyword listings to see the keyword’s top-related questions.

Here is the feature in Ahrefs for customer service:

There are some great question keywords here with substantial traffic and low KD that would make for good cluster content and keywords to add to cluster posts.

Forums/Community Sites

Your topic will have communities and forums where cutting-edge discussions are taking place. These forums are a great resource to find content ideas. Quora covers a vast breadth of topics by answering questions users have. For ‘customer service’, you could start here:

‘Customer Service Skills’ looks interesting. Plug it into your keyword tool. You’ll see there are some good ‘long tail’ keywords with low KD that would make great topics like ‘customer service manager skills’ potential traffic of 170 clicks per month if you can rank in the top 10.

Editorial Calendar

Once you have your pillar topic and your long tail keywords, it's time to translate those into the actual topics you will write about.

An editorial calendar defines what to publish and when for cluster posts in a realistic cadence, given your resources.

Without a written calendar, the probability that your effort will fall apart increases. An editorial calendar is a high-level, strategic roadmap, but it’s also a way to hold your team (or yourself) accountable for producing.

‘Realistic’ means that a post slotted in the calendar will receive ample attention and research so that it’s well written, valuable, and authoritative.

This prevents the single biggest obstacle to content marketing success: publishing average content just to hit a quota. Or worse, stopping publishing at all.

The entire process builds around quality, not quantity. There are levels of complexity for building your calendar.

Simple Editorial Calendar

Create a Google Sheet (or Excel Online) with at least the following. You can add more columns to suit your needs:

Proposed Title

Writer

Co-writer

Posting date

Final draft review date

Pillar topic

Main keywords

Research 1 - Research topic needed to support article

Research 2 - Research topic needed to support article

Research 3 - Research topic needed to support article

Next steps

Obstacles

Notes

Advanced Editorial Calendar

Set up a web-based project management account on a service like Trello, Asana, or Airtable.

Airtable has a free version and a premade editorial calendar template you can use. Sign up for Airtable, go to ‘Templates’, and search on ‘editorial calendar’. Here is a snippet of what it looks like:

Editorial Collaboration

If you have a team inside and/or outside the company collaborating on content creation, you should create a group discussion room in Slack or Microsoft Teams.

Here you can ask more detailed questions and give real-time feedback on issues that come up when creating content.

Blogging Frequency

There is a vast amount of information on blogging frequency and what times to post. You can search and study some of it, but realistically, you don’t need to produce a high volume of content to get traffic and conversions in B2B.

This guide focuses on getting found in search to convert readers to buyers of your complex product or service. The rule of thumb for B2B content is always quality over quantity.

Always strive to use keywords your buyers are using and write content that answers their questions when using search.

To Start

1-2 posts per week, along with

1 high-quality longer-form piece of pillar content (like a guide or white paper) per quarter

6 Months

2-5 posts per week

One longer form piece per month

1 Year Plus

Start doing experiments in blogging frequency. Look at your metrics, the most important being conversions, and see if blogging output increases positively or negatively impact your metrics.

Step 3 - Content Promotion and Content Syndication

Getting ranked and found in search is an important first step for content marketing.

However, if you are new to getting your keywords ranked, and your DA is low, it can take some time (3-6 months) to start seeing results.

Content syndication especially paid syndication, is a great way to get your content seen right away.

The goal is to find places off your site where your buyers visit and get your content placed there.

Content marketing channels for syndication include other blogs and websites, social channels, email newsletters, and paid promotion.

Content syndication is the practice of placing your existing content on another site to expand your audience and build credibility.

Content syndication vs. Guest Blogging vs. Repurposing

Content syndication is when you take a copy of your existing content like a guide or blog post and get it published on another site virtually word-for-word.

Guest posting is writing a new, original piece of content for another site.

Repurposing is taking your existing content and breaking it into derivative pieces to publish as new newsletters, social posts, videos, blog posts, etc.

It is possible to use a combination of the above. For example, you can repurpose a subtopic of a comprehensive guide as the basis for a guest blog post.

First, let’s look at the potential pitfalls of syndication and how to overcome them.

Duplicate Content

You are giving a copy of your content to another site. The search engines don’t like duplicate content because they don’t know which site is the original or authoritative version.

In this circumstance, Google will decide on its own which version is the authoritative one. If they pick your syndication partner, you lose that SEO credit for your original work.

What To Do - The Canonical Tag

You won’t get penalized by Google for having duplicate content. Google realizes that duplicate content is necessary (for example, a page with both a mobile and a desktop version). However, you want to get recognized for being the original or ‘canonical’ author of the piece.

Fortunately, there is a technical fix. Google and the other major search engines created a canonical tag to tell them exactly which version is authoritative.

You add the tag to the header of any page where your content appears called the canonical URL. It looks like this: rel=cononical.

Source: Ahrefs

The ideal situation is to get every site where you syndicate to add a rel=canonical tag and the link to your original page in the header of the page where the syndication site hosts your duplicate content.

Here is a sample of how it looks and how you would ask a syndication partner to tag the page within the <head> section.

Let’s assume your original post is at https://example.com/customer-service-software. The header string on the syndication page that you would ask them to add looks like this: <link rel="canonical" href="https://example.com/digital-marketing/email-marketing/">

This tells the search engines, ‘don’t look on this page for the original copy, look other there’ (which is your url on your domain).

If a syndication partner refuses to place the tag, it’s up to you to decide if it’s worth it or not to share your content and risk having their page become the authoritative one. This is especially risky if the page has a high domain authority.

Can’t Use Conversion Tools

Virtually no sites will allow you to place the widgets you use to convert readers into leads. This might be a non-starter for some companies that rely on their content to drive most of their leads. It might still be worth it for the following two reasons.

Exposure/Branding/Credibility:- If you start to gain a solid reputation and get some big sites to publish your content, you gain exposure to 1000s of new eyeballs without doing more work. That’s great for branding and future guest blogging.

Backlinks:- It’s possible to get a site to link back to your site when giving credit for the blog post, like this:

Promotion: Start With Guest Blogging

If you already have high credibility within your industry but are new to blogging, you can start with outreach to your network to see if you can get them to republish your posts.

If this is not realistic, start with guest blogging and build a reputation.

You might know some top blogs in your industry that address the topics you want to cover. Begin by noting those sites in a spreadsheet. Assume your content is around customer service software. To build out your list of syndication partners, start with a search like this:

There are dozens of pages of similar results. Start noting the ones that resonate with you. Go to your keyword research tool and note their domain authority, traffic, and keywords driving that traffic. Find the contact information for the ‘Write For Us’ section.

You might notice these results are appended with a plug-in from Ahrefs that shows domain authority and traffic for each potential partner so you don’t have to look it up. The browser plugin for your keyword research tool is a great way to filter potential sites right in your listings.

Focus on reaching out to sites with more authority than you and a minimum DA of 50.

Your pitch should be short and mention content wins and expertise you have. If you’re getting started and don’t have any wins yet, be upfront about that.

Focus on 1 or 2 high-quality posts you’ve done. Tell them specifically why you like their site.

You can see this is not a short-term method for success. It takes time and effort to make guest blogging work.

The important thing is to build your authority and get some traffic back to your site, where you can use your conversion tools.

And understand that your content is working for you in parallel by being crawled and ranked by the search engines.

Free Content Syndication

After you have some guest blogging wins, it’s time to start syndicating your content. Syndication is about getting your ideas and brand out to a broader audience. You also get some of that traffic back to your site and drop it into your conversion paths.

You’ll also get the links you have within your content that point back to your site onto a higher authority site. Search rankings, organic traffic, and conversions will all improve with syndication.

Always try to syndicate your content to a larger or similar-sized site based on DA. Of course, this may be easy to do if you are just starting because your domain authority will always be lower.

Looking For Sites to Syndicate

As with guest blogging, you can start with Google to find sites in your niche that syndicate content.

Start with the phrases:

"originally published in"

"republished with permission"

"originally appeared on"

And then use the Google search parameter INURL:{your topic} to find pages that have your keyword in the url. For example:

Start clicking through to the articles. You’ll typically find a link that invites you to submit posts for syndication:

Enter the domains into your research tool and note the site’s DA, traffic, and keywords. Note the ones with good potential that target your buyers, and have good DA above 50.

Follow the individual syndication guidelines for each site and start submitting your relevant content.

Free Platforms

For each post you can place your content on platforms that accept all content, such as social media, forums, question sites, & newsletters.

Do your research and find out all the places where your buyers hang out and do research.

Break it down by category.

Social media: Platforms and groups such as Facebook or LinkedIn groups or Twitter Lists

Forums/Group Sites: Reddit, Stack Overflow, Slack, and Hacker News

Question sites: Quora, QApop

Newsletter discovery: Substack

How you build credibility in each community is unique. You can’t just take a page link and a blurb and post it everywhere. You’ll be ignored, or worse, accused of being a spammer and banned.

Study each place where you want to share. See how users with high likes or shares present their content. Does long-form work? Short-form? Commentary & analysis? A linked headline and blurb?

Once you create value with your communications, you can start capturing that attention. Focus on one action for one platform. If you’re on Twitter, ask for shares on Twitter. If you’re on Reddit, ask for likes and upvotes there.

Start by being a good community member. Comment, share others’ content. Try to make genuine connections.

Here is a question on Quora group around customer experience with over 2,500 members. There are only 2 answers so far.

These are the types of opportunities you should look for to add your insight and refer back to your blog:

You also need to learn how and where you can place links back to your content pages. For example, on Quora, you can add relevant links in your answers using anchor text and a link. You can also add a link back to your blog section in your Credentials & Highlights page.

If you think this takes time, it does. Harry Dry from marketingexamples.com is great at amplifying his content. He generated 19,000 email list members in one year. He spends 8 hours per week posting and responding on platforms.

Paid Syndication

If you have the budget, this is the best way to keep your content-driven leads flowing without waiting to get ranked.

This version of your content will probably fall under what is called ‘gated content’. The goal of paid content syndication is to pay for the ‘conversion’, which is the data you want to collect for sales follow-up such as name, email address, etc. That data collection form is called the gate.

Publishers

For years, the major B2B publishers have accepted white papers, ebooks, webinars, and other long-form content to promote to their targeted audience under different cost models. There is a B2B publication for just about any industry.

If you don’t know the major publishers in your space, google your industry and add ‘magazine’ like this (we tried ‘customer experience’ as the broader topic as the basis for an industry publication):

Notice the first one has over 18K RDs and a DA of 84.

Click through and scroll down to the bottom of their site and look for ‘advertising opportunities’. Reach out to the publication and get their media kit. See what types of opportunities there are to get your content in front of their audience.

Syndication Costs Models

Cost Per Thousand views (CPM) - You pay for every 1000 views to your content offer. This offer is typically in a banner ad or in a white paper resource section of the publisher’s website. There is no guarantee that you’ll generate a single conversion, but you do get branding exposure and you might get some clicks.

Cost Per Action (CPA) or Cost Per Click (CPC) - You pay for every click to your site’s offer page. Again, no guarantee of conversions, but you get traffic to one of your conversion pages, which is your goal.

Cost Per Lead (CPL) - This model is the most expensive, but it guarantees the number of leads you generate. Under CPL, you pay for each completed registration form called a marketing qualified lead (MQL). Often, publishers will tap into their valuable direct, opt-in email lists to generate your MQLs.

The cost per lead under this program ranges from $30-$100 per lead depending on how targeted you want your campaign. You also need to commit to a minimum number of MQLs, such as 100 or 250.

Automated Services

You have probably seen the headlines and images that appear at the bottom of major websites like CNN or The Wall Street Journal. These are paid syndication offers from companies like Outbrain and Taboola.

These platforms work much like Google paid ads. You set up a daily budget, upload your creative and conversion pages and specify your target audience. The services will then display your ad where their algorithm thinks it has the best chance to convert.

You get the conversions, but not the SEO value of having a link on a site like CNN. The search engines view these as paid ads and ignore them.

Step 4: Conversions, Measurement & Analysis

The purpose of all the strategies and tactics covered in this guide is to attract readers who convert to prospects and become customers.

Conversions are the most important thing you want to measure.

Other ‘vanity’ metrics besides conversions are important such as page visits, source of visit, and time spent on-page. Many marketers look at these stats to judge whether a post is successful or not.

Conversions are a function of 2 things:

The content

The conversion offer itself

Your content comprises page design, keywords, topics, authority, and the keyword rankings that draw a visitor to a page on your site.

Once on the page, it’s the conversion offer that convinces them to raise their hand and give up some information about themselves. The offer is a mini piece of content marketing itself. Like the page visit, offers need to be measured.

Here are three types of conversion offers, in increasing degree of quality:

Newsletter sign-up - You’re capturing a name and email address. What you’re not capturing is necessarily permission to follow up and discuss a business relationship. It’s good to have a newsletter sign-up available on your page as a soft offer for those not ready to commit to a discussion.

Download an exclusive piece of content - This is a more targeted conversion. It’s sometimes called a ‘lead magnet’ because it uses free content to generate interest and the magnet to convert.

The offer is usually for a longer form, more valuable piece of content with a registration gate or landing page.

This content should align with your company’s product offerings. It’s a way to get a prospect to raise their hand to express general interest in your value proposition. Have an ‘optin’ box on the conversion page that opens permission for a business discussion.

Free assessment or consultation - As it sounds, the reader is expressing an interest to have you engage with them on improving a business process that your product or service can fix.

This is the ultimate conversion.

Don’t use this type of offer to ‘trick’ a prospective customer into a regular sales call by calling it a ‘consultation’.

Hubspot uses a website grader as a highly effective conversion tool. You can offer calculators, templates, custom reports/plans, or free assessment tools as offers.

Test different offers on the same page and run A/B experiments on copy and creative to constantly beat your best-performing offer.

Harry Dry stresses the importance of framing the offer, not in terms of what you can do, but what you can do for them.

Go to his site and spend some time there. It’s well worth it.

Here are some of his examples that will inspire you in the right direction:

Notice this one uses a ‘free seo audit’ as an assessment offer.

Students don’t care about the next generation of SAT prep, they care about acing the test.

Always be thinking about your customers, not you, when writing copy.

Measure and Analyze

Just as you need a keyword tool to find competitive keywords, you need a measurement tool to analyze your performance. Google Analytics (GA) is the most widely used tool. Other popular options are Hubspot’s analytics features and Heap.io.

You can set up all of these reports in GA. You can also create a custom dashboard to track everything on one page.

If you can’t set up the reports yourself, it’s worth finding a freelancer or hiring a content marketing expert who can do it for you.

Set Goals and KPIs

For each goal measured, set up a KPI for benchmarking. Even if you have to make broad assumptions, start somewhere. You can adjust KPIs later.

For example, goals might be to increase keyword rankings, traffic, and conversions. To assign KPIs, put a ‘stake in the ground’:

10 keywords per month ranking in the top 20

Total organic traffic to blog pages of 20,000 in 6 months

A conversion rate of 10% of organic traffic starting in month two.

Traffic:- The broadest measurement of effectiveness. Without traffic, there are no conversions, so monitor traffic growth rates in total, by pages, and by keywords.

Source SEMrush

Traffic reports contain some other valuable data

New vs. Returning visitors - A healthy number of new visitors is important for growth. New traffic above 30% is a good starting point. Above 50% would be excellent.

Bounce rate - A good indicator of engagement which is important in keyword rankings. In the above report, 45.27% is good and would suggest the content is resonating with the intended audience.

Session duration - If you’re writing authoritative content, your average session duration should be in minutes.

Traffic by Pages Indicates which posts/topics are doing better than others. Also used to plan the repurposing of content and help messaging with other marketing programs.

Organic Traffic by Keywords Shows the top terms driving organic traffic. Extremely valuable to understand how you’re being found, and what to focus on when creating and repurposing content.

Valuable insights such as keyword position, clicks, and clickthrough rate (impressions in SERPs to click ratio) are available.

Leads to Organic Traffic A high level view of how your program is doing. Divide your total conversions by the total volume of organic traffic to your content pages.

Conversions by Page Which pages are generating quality leads. Which topics are driving conversions? This is insightful for understanding what is resonating with your buyers and to repurpose content to other channels like social media, email, and video.

Conversions to MQLs Are the conversions working as a good starting point for sales development reps (SDRs). If you’re getting 50 leads per day, but none matches your ideal customer profile (ICP), you need to analyze why.

Keyword Ranking Stats

These are metrics you want to measure using your keyword tracking tool against your domain. Set a baseline at the time you launch your pillar page and cluster pages. These reports will show:

Keywords

Ranking Position

Volume

URL where they are found

Review the report weekly and watch for movement.

For your top ranking keywords, discover the CPC and build a report for management to show where you are ranking for keywords where competitors are paying for clicks.

Backlinks Track how many total backlinks and unique referring domains (RDs) each post is generating. Always be working in parallel to build backlinks.

Domain Authority You should see your DA rise over time if you are publishing quality content with good engagement and backlinks.

Social shares

B2B content is not as widely shared as consumer content, so the numbers are always lower. But there is still insight in social shares.

Attribution Tracking

Content marketing does not drop a straight path from reading a blog post to closing a sale. Many other pieces of content are consumed in the buying journey and by multiple people on the buying teams.

Consensus research is that at least five content touchpoints are needed before a buyer contacts sales.

The KPIs above are ideal for single transaction visitors. These are visitors who come to your site from a search engine and then convert.

What about visitors who visited your website to read a blog post, then leave. But 2 weeks later they come back to view a webinar.

Set up attribution tracking to see where buyers are stopping to engage, and what touchpoints are converting to leads.

MQLs by program - Set up attribution codes in your content marketing URLs for all your channels and track conversions by guest posts, free syndication, paid syndication, and from your domain pages.

See where you are getting high performers and increase resources there.

Attribution tracking is complex. There is software available to add to your tech stack to help, such as LeadsRX and Attribution. Hubspot also has attribution tracking on its CRM platform.

Generating Backlinks

Generating backlinks is a critical, ongoing tactic to help increase your rankings.

If your domain authority is low, you need to actively reach out for backlinks with outbound email campaigns until your DA rises.

First, if you write excellent, useful content that answers a search query, you will get some natural backlinks.

Second, you can run campaigns to ask for backlinks from other sites with higher DA. The second strategy is complex, time-consuming, and beyond the scope of this guide. Search for ‘How to generate backlinks’ and read the posts.

Once you have a system in place, you’ll realize generating backlinks can be boring and repetitive. You can outsource your system to a content marketing agency, or freelancer on Upwork, or Fiverr.

Conclusion Always

Look at what types of content are producing leads and which are just producing traffic with low conversions.

Do experiments and make adjustments to the resources you put into well-performing keywords and topics.

Every year, look at your assumptions and always test and measure the interactions between content frequency, type, quality, and conversions.

Putting it All Together

Look at the keywords you’ve included to define your main topic and make sure relevant ones are on the pillar page.

Don’t worry about using the keywords not enough or too often. Use them where they can naturally appear.

Write naturally but try to include many long-tail keywords that support your post. You don’t need to pack your post will all the keywords in your spreadsheet.

Answer the key questions around the topic and create valuable and authoritative content. Don’t worry about keyword frequency.

Learn on-page SEO and stick to the tactics recommended.

If starting from scratch, juice your pillar with some pre-written cluster blog posts you can link to from the pillar page. 2 or 3 will do to start.

Stick to your editorial calendar for subsequent posts. As you write the cluster content, find places on your pillar page to link to the cluster content.

Your keyword tool will show your current keyword rankings. Create a baseline for your keyword rankings and domain authority.

There’s no need to check for movement every day. Weekly is probably best for practical and sanity reasons.

Summary:

Research competitor keywords

Research top competitor pages and topics

Organize keywords around pillar and cluster topics

Look for keywords that have good volume and low search difficulty

Create an editorial calendar

Create a pillar page in the form of an authoritative guide or eBook

Write cluster content that links back to the pillar page

Look for guest blogging and syndication opportunities with industry influencers. To find influencers, use SparkPost.

Use paid channels while you're building your organic channels

Repurpose your content. Content ideas:

Blogs

Podcasts

Videos

Webinars

Infographics

Social posts

FAQs

Newsletters

Industry interviews

Measure the sources of your traffic and find keywords and topics that lead to conversions.

Put attribution tracking in place to find out where buyers are converting.

#contentmarketing #contentmarketingstrategy #stepbystepguide #bloomking

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textbooksolutionsmanuals · 3 years

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An Introduction to Computer Science Textbook Solution Manuals

A wide range of disciplines is interlinked with Computer Science viz computer science, information systems, computer engineering, and information technology,

These disciplines mentioned above are collectively called computing. This family of fields is linked with each other in terms of computing and this is the primary objective of the study. Since they are interlinked, it has its research standpoint and the emphasis is on curricular.

Simply put, Computer science is a concoction of computers and computational systems. A departure from electrical and computer engineers, computer scientists, a majority part involves in software and software systems that come from theory, design, application, and development. The main area of study is a gamut of topics like AI(Artificial Intelligence), networks, database systems, human-computer interaction, numerical analysis, programming, and more.

Concern for scientists:

Oftentimes, students of computer scientists believe that programming is the major pie of computer science. To be candid, it is one of the areas, but not the entire gamut of computer science. The main concern of computer scientists is to what problems can be solved with the computer as well as the complexity of the algorithm that helps to solve the problems.

A slew of benefits that proffer to us by Computer Science. Let us walk through it:

1. A good means to meeting needs.

2.It warrants overlooked people.

3.It drives towards a more balanced world in terms of socio-economic disparity.

4. Enhance the health care system.

5. To foster better education.

6. Helping communication to be expanded.

7. foretelling and eschewing cataclysm.

8.It brings more positive vibes in every sphere of mankind.

Why it is important to learn?

It is well-documented that the discipline of computer science is leapfrogged. In keeping pace with the rapid growth of computer science, there is an acute shortage of computer science professionals. This indicates students' exposure to technology and resources is not enough to motivate the students, and another reason does round that adequate attempts are not made to encourage students. The rapid digitization has prompted more students to learn computer science and thereby excelling their career aspirations. In this digital era, there is a compelling need for logical thinking and problem-solving skills. Irrespective of the discipline, students ought to learn computer to create a file, researching a specific subject for their academic requirement, and many more. Simply put, it is the part and parcel of our life.

What is their role?

The role keeps on varying depending on their area of choice. A synopsis runs as follows:

Software Engineering: They deal with software development, Website development and, mobile app development. These apart, they ought to have good programming knowledge.

Hardware Engineer: Rectify the flaw of the hardware, design, and maintain physical products.

Network Engineer: They are quite familiar with network connectivity, systems, and mending the glitches in network-related activities.

The IT sectors keep on changing very rapidly in terms of emerging new software technology. So the students of Computer Science are always keeping pace with the changing dynamics of the IT world.

Career Perspective:

There is no iota of doubt that this discipline proffers a dollop of rosy opportunity. Computer Engineers graduate has higher salaries at the outset. They can easily shuffle from hardware or software, or it is a combination of both. Some career paths state below:

1. Computer and Information System Manager:

The professionals in this area supervise the computer activities of the corporation. They implement technology to meet the corporation’s objective.

2.Computer System Analyst:

They help their employees to efficiently use and run the computer technology.

3.Computer Hardware Engineer:

Those Hardware Engineers have a wide range of activities like design, research, development, test, and also supervise the implementation, and installation of circuit boards, and, computer systems. Besides, they also tinker with computer peripherals.

4.Computer Programmer:

The main intention of a programmer is to establish a relationship with hardware and software. With the help of coding by the programmer's force computers to do various works that the people are very much aware of. Without software implementation, the computer is just a showpiece in the showcase. Hence, the utmost importance is attached to the programmer.

5.Computer Support Specialists:

Computer Support Specialists are the troubleshooter for customers' problems or any staff within the organization. This includes software installation, debugging Operation System, and other computer-related problems.

6.Website Developer:

They are mainly responsible for developing the website and maintaining the website.

7. Software Developer:

The basic function of the software developer is to test, designing, installing, and identifying computer systems built by them on the behalf of the corporation. Software Developer also helps to develop an application for the business Once the development of a specific application completes, they take responsibility for maintaining as well as updating the program to make sure all the loopholes of security are plugged and it's ready to operate with a new database. They can make an application that can be used by the corporate for their internal use.

8.Web Master:

Oftentimes, we find sleek websites are abundant in today’s world. Earlier it was just a novelty. But the novelty becomes a serious engine for corporations and businesses. In today’s time, the website plays a pivotal role in the nitty-gritty of the corporate world. The webMaster has to have all the relevant knowledge of the website. The person abreast of all related aspects of the website. He examines the performance of search engines, their speed as well as functionality. Besides, the Webmaster also keeps a tab of the content and other relevant marketing aspects. He may also take part in the administration and server-related activities.

Why students suffer a great deal under the weight of academic commitments:

The concept of education has undergone a sea change in keeping with the current time and age. A newfangled idea sweeps across the educational domain all over the world. Learning and earning at the same time have become the mantra of the current age and time. Apparently, it looks normal. But troubles start brewing to maintain the parity between working and academic commitments.

Besides, when the students dive deep into the subjects and start solving the awkward question, they become confused as they ate unable to solve those difficult questions. At this juncture, they feel quite demotivated and ponder over the possible ramifications. There is no iota of doubt that this mentioned discipline provides an oodles of career prospects. But to make a mark is a daunting task. At this juncture, Textbook Solution Manuals would be the right solution for them.

Do solution manuals act as a panacea for all students' academic ills? Let us explore.

The ever-changing concepts of education are palpable in recent times. Considering today’s time and age, learning and earning are gaining momentum in the sphere of academics. As a result of this, many students do a part-time job in order to support their educational expenses. Therefore, it becomes a difficult task for students to maintain parity between education and work.

Instant slaking is, perchance, be the mantra of today’s world. The famous adage “slow but steady wins the race” relegates to gradual insignificance in the pacy world. At this juncture, they want solution manuals to get around academic predicament. Solution Manuals provide them an instant solution. That is precisely the urgency on part of the students. Besides, the finest techniques the solution manuals are adopted, it is the boon for the students to comprehend it in a better light.

Undoubtedly, textbook answers are an asset for students:

Put down your worries into the dustbin. Textbook Solution Manuals are here to help you get rid of your academic distress. These solution manuals provide them a glimpse of hope and help them to regain their confidence.

At this crossroads, the name that pops up first is Crazy for Study, a trusted and accomplished academic online platform for students. It has already carved out a niche in this domain. Therefore, it is the best podium for students to get straight away homework and assignment solutions.

An enviable repertoire of Textbox Solutions:

It houses an astonishing repertoire of textbook answers i.e. more than 50 million and the good news is you can access the treasure trove paying a small amount of $7 monthly. Put your mental agony at rest as this reliable website provides you sheer legitimacy and bug-free products.

A bagful of advantages using Solution Manuals. Take a tour:

1. Computer Science Textbook Solution Manuals keep you refreshed continuously. Perusing reg ularly, the reader can certainly improve their subjects to a large extent. You can umpteen times revise these manuals and in this process, you may come across different jargons associated with it. Nourished with a dollop of information paves the way for better results especially in competitive exams.

2. You can start at any point in time:

You can start it at the outset. The more you are into this subject, the better you get an insight into the essentials of this. The striking feature of manuals is their flexibility in terms of learning, revise it as many times as you desire.

3. Convenience to carry :

You can carry it anywhere, start reading at any point in time. It is very easy to use. Therefore, it is virtually less burdensome for students to carry on.

4. Know how to use gained Knowledge practically:

The theory is the bedrock of any subject. You must have a sound grip over your subject. Whatever knowledge you have nourished so far is only the half story told, you need an equal amount of practical exposure to comprehend it completely. Textbook solution manuals blend those concepts nicely. Perhaps, no one comes close to compose in such a wonderful way.

5. The complete intolerance of plagiarism :

We are quite intolerable regarding plagiarism.

6. Strict adhere to proofreading:

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7. Our pride, others envy:

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8. Nicely united all pertinent things in one place:

Students often distract due to the presence of a sea of solution manuals. They are in a state of discombobulation. Thanks to textbook solution to contain all things in one solution manual keeping everything in perfect chronologically order. The textbook answers are comprehensive and to put all things in one place is no doubt a commendable feat, so to speak. The main intention of this is to eliminate the complete dependency of teachers and students are in a position to focus on their subject without being digressed.

#Computer Science Solution Manuals

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douchebagbrainwaves · 3 years

Text

WHAT MICROSOFT IS THIS THE LADDER

You often can't tell yourself. And for programmers the paradox is even more pronounced: the language to learn, if you get bored halfway through and start making the bricks mechanically instead of observing each one, the drawing will look worse than if you had merely suggested the bricks. So why did I need it? You'd think that would work for any kind of taste. And in retrospect, it was crap. Though strictly speaking World War II was an extreme case of this. Some switched from meat loaf to tofu, and others by playing zero-sum games.

So you spread rapidly through all the colleges. Strange as it sounds, that's the real recipe. Although empirically you're better off using the organic strategy, you could succeed this way. Some of the very best ideas. The discoverer is entitled to reply, why didn't you? A lot of startups have that form: someone comes along and makes something for a group that doesn't include you, it tends to be a bit smarter to dominate Internet search than you had to be suitable for everyone. It's hard to trick professors into letting you into grad school.

What would they like to do it for free, in their spare time, and take day jobs as waiters to support themselves? It would seem a misnomer if someone said they were very determined to do something trivially easy. And the flattening effect wasn't limited to those under arms, because the main cost in software startups is people. Sometimes you need an idea now. We had a page in our site trying to talk merchants out of doing real time authorizations. You might also want to look at the employment agreement you sign when you get hired.1 This turns out to be big like Microsoft.

The founders of Kiko, for example. All parents tend to be more interesting than one without. Serious applications like databases are often trivial and dull technically if you ever suffer from insomnia, try reading the technical literature about databases while frivolous applications like games are often very sophisticated.2 Plus if you find someone else working on the same thing, they got it at the same time, as their next door neighbors.3 Often they care a lot about their pets and spend a lot of email, or because they saw a movie star with one in a magazine, or because it's hard to imagine anything more fun to work on certain things. Several well-known startups began this way. Prestige is the opinion of anyone beyond your friends. Good design is often daring.4 Working from life is that it lets you jump over obstacles. That form of fragmentation, like the others, is here to stay.5 Any really good new idea will seem bad to most people; otherwise someone would already be doing it.

If there is such a thing. It could be because it's beautiful, or because they know VCs aren't interested in such small deals. So what less ambitious professors do is turn off the filters that usually prevent you from seeing them. But if opinion is divided in such discussions, the side that knows it would lose in a vote will tend to err on the side of money.6 For most of the great advantage of school: the wealth of co-founders. Good design is timeless. If you just start doing stuff for them, so that is a good idea to Mark Zuckerberg as because he used computers so much. I used to think the good ones, at least now, the reason Google survived to become a good hacker? Math would happen without math departments, but it would work for any kind of work ends up being done by people who don't understand it.

Like a lot of schleps, you'll still have plenty dealing with investors, hiring and firing people, and I suspect the human brain is just as lumpy and idiosyncratic as the human body. But if you're living in the future had few fonts and they weren't antialiased. I'm in debt. If you're at the leading edge of a rapidly changing field, you don't even notice an idea unless it's evidence that something is worth doing, you're more likely to be right than original. And as the Duplo world of a few giant companies dominating each big market. She assumed the problem was one that needed to be solved though. For example, thinking about getting a job will make you happiest over some longer period, like a well.7 VCs are driven by consensus, not just within their firms, but within the VC community. Some of the smartest people around you are professors. I'm old enough to remember that era; the usual term for people with their own microcomputers was hobbyists. I would never use this. Or is it just something nice?

It's a matter of pride, and a pretty striking example it is. This one may not always be true. The main reason they all acted as if they enjoyed their work was presumably the upper-middle class tradition comes from.8 Look around you and see what the smart people seem to be working for them. The purchase price is just the beginning. Not only was this work not for a class, but because it didn't seem ambitious enough. When I told the fearsome Professor Conway that I was interested in AI a hot topic then, he told me I could be whatever I wanted when I grew up, the ambitious plan was to get lots of education at prestigious institutions, and then gradually refine this initial sketch.9 There is something to this tradition, and not just because you don't have to force yourself to do it well. It all evened out in the end, wow, this is a bit of a fib. A lot of them try to make relativity strange. But if your job is to design things, and sometimes it's a sign of laziness.10

Which inevitably, if unions had been doing their job tended to be asymmetric about major axes, though; there were hundreds of minor symmetries. Be ruthlessly mercenary when you start doing this though: you're trying to see things that are obvious, and yet that you hadn't seen. It depends on what the meaning of is is. And the best paying jobs are most dangerous, because they didn't have materials or power sources light enough the Wrights' engine weighed 152 lbs.11 The market doesn't give a shit how hard you worked.12 People who didn't care much for religion felt less pressure to go to grad school, you'll find valuable ones just sitting there waiting to be implemented. The alarming thing is, the mistakes that produce these regrets are all errors of omission. In Zen and the Art of Motorcycle Maintenance, Robert Pirsig says: You want to know how to solve it. Why not start a startup with someone you like, and that's frightening. Yuppies were young professionals who made lots of money? Business schools like to talk about startups, but philosophically they're at the opposite end of the year I couldn't even remember what else I had stored in that attic.

Notes

It did.

IBM is the only significant channel was our own, like speculators, that all metaphysics between Aristotle and 1783 had been raised religious and then a block or so, even if it's dismissed, it's not inconceivable they were forced to stop, the average car restoration you probably do make everyone else microscopically poorer, by decreasing the difference is that we're not.

So by agreeing to uncapped notes, VCs who understood the vacation rental business, A.

Com of their upbringing in their experiences came not with the exception of the VCs buy, because those are the most part and you start to spread from.

Parents move to suburbs to raise five million dollars in liquid assets are assumed to be important ones.

Sam Altman points out that this was the capital of Silicon Valley. But a couple hundred years ago it would have expected them to lose elections. I apologize to anyone who has them manages to find the right to do this with prices too, and that you decide the price, and earns the right to do some research online. Another advantage of startups that are hard to predict precisely what would our competitors had known we were working on such an idea is bad.

Become increasingly easy to get the people working for me do more than half of 2004, as accurate to call the Metaphysics came after meta after the first question is not economic inequality is a fine sentence, but for a reason. If a company they'd pay a premium for you, however, is not always as deliberate as its sounds.

There are people whose applications are perfect in every way, I mean forum in the same reason 1980s-style knowledge representation could never have come to you as employees by buying good programmers instead of bookmarking. Does anyone really think we're as open as one could do as some European countries have done well if they'd survived. Who is being put through an internal process in their early twenties. Acquirers can be times when what you're doing.

It's probably inevitable that philosophy will suffer by comparison, because spam and legitimate mail volume both have distinct daily patterns. Turn on rice cooker.

17. I think the reason the founders lots of potential winners, which made it to colleagues. According to Michael Lind, when they say that it might seem, because the processing power you can eliminate, do not try too hard to erase from a company's culture. It was revoltingly familiar to slip back into it.

Even now it's hard to think of ourselves as investors, but I'm not sure. Two possible and not least, as accurate to call you about an A round. Some, like speculators, that probably doesn't make A more accurate predictor of low salaries as the cause. Give the founders of Google to do it well enough to be redeveloped as a process.

The knowledge whose utility drops sharply as soon as no one trusts that.

Thanks to Robert Morris, Rajat Suri, Sam Altman, Trevor Blackwell, Geoff Ralston, Paul Buchheit, and Jessica Livingston for inviting me to speak.

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