Every content marketer has heard the saying: “Content is king!” In fact, all great marketing leaders know that producing great campaigns starts with compelling content.

The problem? Content marketers face numerous challenges when it comes to scaling production, highlighting unique POVs, and distributing content on the right channel, at the right time, for the right audience.

Content marketers are asked to serve nearly every department in the business. Whether it’s sales enablement, customer success, human resources, product, or the executive team, there’s always a need for content — and usually not enough resources to produce it at once. So how do they do it?

Content marketing platforms: The best solution for content marketers

To help address these challenges, many content marketers turn to freelancers — but this presents yet another challenge. They may actually be creating more work for themselves by delegating.

By the time they train the writer, create the brief, and distribute the work, they probably could’ve done it on their own. And that’s not even considering the time it takes to edit.

Content marketing platforms like Contently offer a variety of tools and resources designed to streamline the content creation and distribution process, all while offering a Managing Editor to create the brief, manage the freelancers, and give the content a polish before it ever hits your desk.

Let’s explore the ways a content marketing platform can aid content marketers in every stage of their process. We’ll cover how to ideate, strategize, create, scale, optimize, and measure content and how using a platform like Contently can help improve your results.

Ideation 

The ideation phase is the first step in any successful content marketing strategy. It involves coming up with new and relevant topics that your target audience will find interesting and engaging. Without content marketing platforms, like Contently, ideation can be a time-consuming and challenging process.

Content marketers often rely on brainstorming sessions, keyword research, and competitor analysis to come up with new ideas. While these methods can be effective, they can also be limited in their scope and require significant effort to execute.

In contrast, content marketing platforms, like Contently, can streamline the ideation process by providing access to data-driven insights, content calendars, and AI-powered content recommendations. With these tools at your disposal, you can quickly and easily generate new topic ideas, identify content gaps, and stay on top of trends in your industry.

Content strategy

A well-defined content marketing strategy is essential to achieve your business goals. A good strategy helps content marketers create content that resonates with their target audience, engages them at every stage of the buyer’s journey, and drives business results. And, content marketing platforms can help you stay consistent with your content strategy.

Without a content marketing platform like Contently, developing a content marketing strategy often involves a variety of technologies. Most marketers use spreadsheets, Word or Google Docs, and SEO tools like SEMRush or Moz to create and document their strategies.

A comprehensive content marketing strategy includes clear goals and objectives, detailed personas, content pillars, and competitive intelligence. Content marketers often use disparate systems to create, distribute, and collaborate on creative assets instead of housing everything in one place.

This can require a significant amount of time and effort, even for the most organized among us. However, with content marketing platforms — especially with Contently — the strategy development process can be streamlined by providing a comprehensive platform for strategy development, SEO keyword identification, and project delegation.

You can easily attach your content strategy and content briefs to every project for easier collaboration and information dissemination.

With the tools built into content marketing platforms, marketers can develop a data-driven content marketing strategy that is tailored to their specific business needs and objectives.

Content creation

Content creation typically happens within Word or Google Docs. If you’re lucky, you have a project management solution to help you manage the project. However, creation and collaboration don’t have to be spread across disparate systems.

Contently enables you to create workflow templates for repeat projects, attach briefs and content strategy to each project, collaborate with internal and external SMEs, and distribute content to different platforms like WordPress.

With our content creation capability, optimization tools, and distribution integrations, Contently offers the whole package in one platform.

Leveraging these capabilities, your team can produce high-quality content at scale, distribute it through multiple channels, and measure the effectiveness of their content marketing efforts without ever leaving our content marketing platform.

Scale

With Contently’s talented network of pre-vetted and trained freelance writers, scaling content production is a breeze.

The demands for content teams often span an entire organization’s needs. That’s why it’s critical to produce content efficiently in order to achieve business growth. Without content marketing platforms, like Contently, scaling can be a time-consuming and expensive process.

Content marketers may need to hire more writers, spend time training freelancers, and review poor drafts before finding their flow. With Contently, our clients are able to hire managing editors to help them train freelancers, delegate work, and edit first drafts.

Whether you’re a small business looking to expand your reach or a large enterprise with multiple brands and products, content marketing platforms like Contently can help you scale your content marketing efforts and achieve your business goals.

Optimization

Optimizing your content for quality, SEO, style, and tone is essential to achieve maximum impact and engagement. Contently’s proprietary software analyzes the content, identifies areas for improvement, and flags the changes the writer should make accordingly.

With these tools, content marketers can rest assured that their piece is optimized and prepped for their best performance.

Measurement

Measuring the success of your content marketing efforts is crucial to evaluate its impact and inform future strategy. Without a content marketing platform like Contently, measuring content marketing efforts can be a tedious process.

With Contently, you’ll know the value of your content down to the dollar. Our Content Value Tracker enables users to see how much they would have to pay for the organic traffic they received on a certain piece.

Whether you’re a B2B or B2C marketer, content marketing platforms can help you measure the success of your content marketing efforts and optimize your strategy for maximum ROI — especially Contently.

How content marketers can benefit from content marketing platforms

The content marketing process is a complex and multifaceted endeavor that requires careful planning, execution, and measurement. By using content marketing platforms like Contently, content marketers can streamline their workflow, improve collaboration, and gain insights into the effectiveness of their efforts.

Whether you’re just starting out with content marketing or looking to take your existing efforts to the next level, content marketing platforms can help you achieve your goals. So don’t be afraid to experiment, test, and iterate until you find the right combination of strategies, tactics, and tools.

With the right mindset and approach, you can create compelling, engaging, and effective content that resonates with your target audience and drives business results.

Ready to get started? Schedule a personalized consultation with one of our experts today.

For the past two decades, I’ve lived in condo-style apartments in various cities, including Houston, Austin, Coral Gables, San Jose, and Las Vegas. I yearned for the day when I could have a gas grill on the patio wherever I lived, but I’ve been subject to homeowner association rules that prohibit gas grills on patios.

The gas grill was a staple of my upbringing as a child and young adult in New Jersey, and the smell of grilled hamburgers and steaks with those characteristic charbroil marks that a gas grill makes still haunts my dreams. This memory faded after moving in the early 1990s and becoming an apartment or condo dweller.

A new startup, Current Backyard, caught my attention. It promised to bring back those days with an electric grill that could emulate the heat of a gas grill — which traditional electric grills typically cannot deliver — and even char food like a gas grill. I was skeptical, to say the least, but decided to test it out.

Out-of-the-Box Experience

On a typically hot 105-degree day in Las Vegas, I received the new Model G Dual Zone Electric Grill from Current Backyard, so I set it up in my townhome living room, just five feet from my outdoor patio.

There was no need to be concerned about propane gas or charcoal smoke. I manually turned on the grill (an important safety feature) and set each side to a preset temperature before searching the app for recipes. I grilled a couple of filet mignon, asparagus, and a few ears of corn and then turned the grill to Clean, which blasted the grilling parts with high heat for half an hour.

The grill notified my iPhone when each side of the grilling surface reached the proper temperature and when my timings were complete. I’ve since used the meat thermometer probes that connect to the side of the front panel, and I received notifications for these as well.

The grill’s display is pleasingly bright and large, making it simple to see the current mode and temperature. You don’t need an app to use this gadget, which is a huge plus. Everything can be managed from the front screen. However, the connected app allows you to monitor the grill’s temperature and its integrated timer if you need to walk back into your home.

Stunning Design

This grill looks stunning. The bronze accent on the right side of the handle reflects the metal logo in the center of the grill cover.

Everything is in rounded rectangles, and the various gray shades contribute to a sense of quality and polish. It’s a barbecue you won’t mind having others look at, even when you’re not cooking. If you didn’t know it, this grill looks like a traditional gas grill from a sheer appearance standpoint.

The side tables are easy to install and remove but remain in place once installed. Everything feels sturdy, from the exterior to the interior, with heavy-duty yet readily removable grills over the electric heating components. Optional cabinet doors are available to hide the warming trays.

Smartphone App Features

Cooking on the grill is simple: set the temperature, add the meal, and turn as needed. For high-heat scenarios, the grill can reach 700 degrees, which is remarkable for an electric grill. While I’m away from the grill, receiving messages on my phone makes outdoor cooking even more enjoyable.

The Current Backyard app, which supports both Apple iOS and Google Android, includes recipes with buttons to pre-heat the grill and set cooking timers, which are helpful but lack specific information.

For example, when I wanted to cook some steaks to medium-rare, the app simply told me to use the thermometer probes to determine the desired level of doneness. I still had to look up the internal temperature that the meat needed to reach on another cooking website. Let’s hope that Current Backyard adjusts the app in the future, as incorporating that information into an app would make it fantastic.

I did experience some screen formatting issues with the Current Backyard app, which distorted some of the information displayed. Still, I attribute that to the fact I’ve been using beta versions of the upcoming iOS 18 app. I’m sure the problem will be solved when Apple formally releases iOS 18 to the public in September.

Another cool feature that could improve the user experience is the ability to display two recipes simultaneously. Indeed, that may be “advanced dance lessons” for some users, but a benefit of a dual-sided grill is the ability to cook multiple things at once. Currently, the software forces you to switch between recipes and search for a second meal while cooking.

Manual Operation a Breeze

Manually utilizing the Model G Dual-Zone Electric Grill is very simple. This product is ideal if you want a fantastic electric grill that looks excellent and can cook up to 700 degrees.

You can adjust the temperature on each side, use the provided thermometer probes, and set timers all from the front panel controls, which include a large, clickable knob and numerous smaller touchable buttons.

The LED panel on the Current Backyard grill is bright and easy to read, even in direct sunlight.

It took about 15 minutes for the Current Backyard to hit 650 degrees from a cold start, unlike a gas grill, which could hit that temperature in less than 10 minutes. Still, that wasn’t a showstopper for me.

Assembly and Cleaning

On the positive side, it only took about two hours to assemble the Current Model G Dual-Zone Electric Grill, which, according to the well-designed installation videos you can watch on your smartphone or tablet, required two people to lift the cooking unit and install it on the cart. I was able to assemble it entirely by myself.

Cleaning the barbecue is a mixed bag. It has four removable grills that may be simply removed and reattached. They quickly discolor after cooking on them once, although the cleaning mode reduces any remaining food particles to ash. Still, you’ll need some steel wool to scrape some of that off in the sink to avoid adding carbonized particles to your meals. I’ve been using a wet sponge designed to clean gas grills and remove any residue.

Market Size and Potential

The apartment and condo market in the United States is a significant segment of the housing industry, with over 20 million apartment units and millions of condominiums nationwide.

The multifamily housing market, including apartments and condos, is valued at over $3 trillion. This sector has experienced steady growth driven by increasing urbanization, demographic shifts, and a growing preference for flexible living arrangements in urban areas.

As cities expand and population densities rise, the demand for apartments and condos continues to be a key driver in the real estate market. That’s a huge potential market for the Current Backyard smart grill since most cannot have gas-based grills on patios due to HOA or landlord restrictions.

Pricing and Availability

The standard Current Backyard Model G Zone Grill starts at $899, with everything you need to get off to the races. The company also sells accessories like a soft cover to protect the grill and stand from the elements.

At $899, this barbecue is an affordable, excellent choice for anyone searching for a durable, functional, and stylish grill that is ideal for outdoor cooking and, with proper ventilation, can also be used indoors. It delivers deliciously tasting food.

The smart features allow you to step away from the grill more often and rely on notifications to assist in managing the heat and cooking time, though the app could use a few improvements to be truly effective. Those looking for a stylish, effective electric grill with innovative features should consider this one.

The Current Backyard smart grill and accessories are available on the company’s website.

It’s a situation you have probably faced as a content marketer: You publish a piece of content—perhaps a blog post—on your website. After a while, it hits page one in the SERP. It drives traffic, and everything goes according to plan. And then, possibly out of nowhere, your SEO rankings drop dramatically—and with it, your site traffic begins to fall.

While this can be disappointing, know that the solution may involve fixes or updates that could benefit your content (and your business) in the long run.

Why organic search matters when publishing content

The importance of SEO to a content strategy cannot be overstated. Even as algorithms evolve and Google launches new features (example: the AI Overview), consumers and businesses continue turn to search engines for quick-and-easy answers to whatever questions or problems they have.

For content strategists across industries, SEO can attract potential customers—whether consumers or businesses—to your website. It’s possible that organic search may even be the primary driver of visitors to your blog or site, and yes, it may (ideally) even help generate leads and drive sales.

Your page’s organic SEO rankings dropped. Now what?

Don’t panic if your search rankings suddenly or gradually dive because there’s probably something you can do to resolve the issue. So take a deep breath and follow this action plan.

1. Verify that your search rankings truly fell (and by how much)

There are several reasons why this may happen. Before you take action, benchmark the webpage’s new position from its last-known ranking to confirm that your ranking truly fell.

To confirm a search ranking drop of any degree, you can do keyword ranking analysis on standard SEO tools (think Moz or Semrush). Also, find additional information on Google Search Console, which automatically tracks your average search rankings over time.

Assuming you know what the ranking was before the drop, you can also search for a relevant query on your web browser using Incognito Mode (which doesn’t track your search history) and see where your ranking now sits. Remember: Google can personalize search results based on your search history, web history, or location, so using Incognito Mode is especially important here.

A drop in page traffic may also be your first signal that a search ranking has taken a dive.

2. Wait two weeks

While an SEO ranking drop (especially on a page that drives a lot of traffic) can be disappointing, the first step may very well be to simply wait it out. You might be able to trace the change back to a major Google algorithm change or another update, and the change could be temporary.

After roughly two weeks or so, check whether your ranking returns to its original spot or close to it. But if that’s not the case, continue to Step 3.

3. Place the Google ranking drop in context

Before you panic, ask yourself (or your colleagues) how this drop in ranking might realistically impact your business and whether it might eventually correlate with a decrease in sales or profit or negatively affect another KPI.

Start by analyzing the extent of the situation by taking a page-by-page approach: Did a few blog posts on your site receive 10 percent less traffic year-over-year? Or is it a bigger issue, like traffic to your homepage falling 80 percent from last month, which can directly impact sales?

Also consider whether the keyword you were previously ranking for is truly aligned with your business goals and whether it was bringing the right customers to your site. You want traffic that will lead to conversions—not just any traffic. It all ties back to understanding your target audience. Google is only becoming smarter; it’s prioritizing content in the SERP that leverages keywords tied to the user intent behind a query. Consider: Is your keyword aligned with what your customers are looking for?

Having as clear a picture as possible of what’s at stake will help you determine the urgency behind correcting it and how much time, energy, and funding you should invest in taking action.

4. Research recent SEO updates and check competitor SEO

There are many SEO tools to help you identify the cause of a ranking drop. However, there may be various factors causing the slide, and they are not always immediately apparent.

An update to Google’s algorithm could be the culprit, so start there. Many SEOs saw rankings drops, for example, with the rollout of the AI Overview tool earlier this year. Search engine changes happen regularly. And while the powers that be often announce more significant updates, that’s not always the case for more minor updates.

You can also check your competitors’ SEO results to see whether they made any noticeable changes that may have bumped up their ranking to overtake yours.

5. Address any technical issues

Ask your colleagues in IT whether any major changes were recently made to your company’s website that may have contributed to a sudden or gradual ranking drop. Some solutions may be more technical in nature. Historically, these improvements have taken many forms, like getting more backlinks, adding more list items to a blog post, or upping the word count. You may also want to check on SEO in alt text for images, or you might need to address a keyword density issue.

While these measures are still relevant, step 6 is even more important given Google’s focus on quality content created for humans (not machines!).

6. Focus on overall content quality

A recent drop in search rankings may also be a matter of needing to refresh your content to improve its overall quality. For example, in its March 2024 core update, Google announced that its algorithms will filter out content assets that are deemed unhelpful or “feel like they were created for search engines instead of people.” It’s out with unoriginal content and in with content that is viewed as trustworthy, well-researched, and authoritative.

Nowadays, you should also aim to improve overall trustworthiness and authority. This may look like making sure any research hyperlinked on the page is up-to-date and comes from credible sources, for example, or making sure your author’s credentials (especially if they are an expert in their field) are detailed in a blog post.

Ensuring factual accuracy and taking the time to enhance the user experience (by adding interactive elements, for instance) may also help you re-boost that search ranking. Gartner predicts a 25% decline in traditional search traffic by 2026 due to the rise of generative AI and other emerging technologies, so really take the time to consider how you can make your content stand out—to both search engines as well as your customers.

Once these changes are made, you may want to ask Google to crawl your site so that your page is reindexed.

7. Keep a close eye on the data and search trends

Remember that it could take some time for Google to reindex your page after making changes. Once you finish with your updates, go back and check whether your SEO ranking improved a few weeks later.

Continuously monitoring your page rankings on Google Search Console or other rank trackers can also be worthwhile. And just as importantly, keep a close eye on the latest trends in organic search and how you can stay ahead of them. By doing so, you avoid coming late to the game, and you can rank higher more quickly.

Ask the Content Strategist: FAQs about search rankings
What role do social media signals play in search rankings?

Social media signals, such as shares and likes, can indirectly influence search rankings by increasing content visibility and driving traffic. Engaging content on social platforms can enhance its reach and authority.

What are some common mistakes to avoid when trying to recover from an SEO ranking drop?

Common mistakes include over-optimizing content with keyword stuffing, neglecting technical SEO aspects, and failing to address deeper site-wide issues like poor site architecture or low-quality backlinks. Avoiding these pitfalls can lead to a more effective recovery.

How can businesses ensure their content aligns with user intent?

Analyzing search queries and understanding the different stages of the buyer’s journey can help align content with user intent. Creating content that directly answers common questions or solves specific problems can improve relevance and SEO rankings.

For more tips on staying ahead of SEO trends and updates, subscribe to The Content Strategist and follow us on Instagram.

Although AI-capable PCs were introduced in the middle of the second quarter, they still captured 14% of global shipments. Canalys reported that 8.8 million units were shipped during the period, 40% running Microsoft Windows and 60% running macOS. The post AI-Capable PCs Capture 14% of Global Q2 Shipments appeared first on TechNewsWorld.

As a content marketer, your job is to create engaging pieces that organically connect with readers (or listeners, or viewers… you get the gist).

This means you need to be intentional and attract the right traffic to your website—and to do that, you have to create content that actually shows up on search engine results pages (SERPs). But this is becoming more challenging today, with the rise of AI-powered search and zero-click results. The SEO landscape is undergoing a seismic shift, and it’s an adapt-or-die moment for many content creators.

To stay ahead of the curve, it helps to know a bit about the technology underpinning these latest developments, such as NLP SEO. Below, we explore the nuances of natural language processing (NLP)—one of the core technologies driving the evolution of search engines and content discovery—and how NLP and SEO work together.

What is Natural Language Processing? Let’s Review the Basics

NLP is a branch of artificial intelligence that converts written and spoken words (“unstructured data”) into structured material a machine can interpret. NLP platforms analyze massive volumes of words and phrases to find meaning, patterns, and context. NLP is more prevalent than you might realize—Alexa, Siri, and Google voice assistants all leverage it.

NLP is also one of the core technologies used in large language models (LLMs) like ChatGPT—though it’s just one part of the sophisticated algorithms that make up these multimodal foundation models. (“Multimodal” meaning they process more than just text; the latest iterations of today’s popular LLMs also understand and generate video, voice, and images.)

As NLP evolves and becomes more sophisticated, experts predict the market will reach $35 billion by 2026.

What Is NLP in SEO, and How Does It Drive Google Search Algorithms?

NLP is also a component of Gemini, the umbrella name for Google’s family of AI models. Gemini leverages NLP to enhance its understanding and generation of human language. By integrating NLP, Google aims to provide more accurate and contextually relevant search results, support complex conversational interactions, and improve user experiences across its various suite of services.

More generally, a few ways NLP impacts search include:

Semantic understanding: NLP helps search engines comprehend the meaning behind words—not just match keywords.
Voice search integration: As voice-activated search becomes more popular, NLP is crucial for interpreting spoken queries, which are typically more conversational and less formulaic than written language.
Sentiment detection: NLP can help assess the sentiment of online content, allowing search engines to better evaluate the tone and relevance of a page.
Zero-click searches: Advancements in NLP SEO have led to a rise in zero-click searches, where users get their answers directly on the search results page without clicking through to a website—a phenomenon we’re seeing in Google’s (admittedly imperfect) AI Overviews.

Building an NLP SEO Strategy

The roll-out of AI Overviews means that Google now provides direct answers, featured snippets, or knowledge panels in response to user queries. This trend challenges content creators to optimize not just for clicks, but also for visibility in these prominent search features. Some strategies include structuring content to directly answer common questions, using schema markup to help search engines understand your content, and creating comprehensive, authoritative pieces that search engines are likely to pull information from.

To build an effective SEO strategy that takes NLP into account, consider these seven techniques.

1. Focus on search intent, not just keywords.

Google’s latest algorithm updates mean SEO-optimized content isn’t just about keywords anymore. It’s also about search intent—the “why” behind a user’s query.

Using NLP, Google categorizes search queries into four categories—navigational, transactional, promotional, and commercial. This information helps Google provide results that meet user expectations.

To get a better sense of search intent for a given query, you can conduct a Google search for a keyword and see what ranks on Page 1 or appears in the Featured Snippets/AI Overviews.

2. Align your SEO strategy with audience research.

Conduct thorough SEO research before publishing content, and handpick a small set of keyword clusters to focus on. Remember: the goal is to develop comprehensive, focused content that offers value to readers—not simply to cover a trending topic.

You can leverage a range of audience research strategies: hosting surveys, scouring customer reviews, using AI sentiment-analysis tools, and conducting customer interviews are all good starting points. Internal subject matter experts at your organization can also be strong sources of insight into your audience and what they want to know.

3. Display expertise.

Today, Google can (supposedly) recognize if content simply summarizes what other sites have already published without adding original value. Doing this can negatively impact your rankings.

Google advises content creators to prioritize content demonstrating a “depth of knowledge” and firsthand expertise.

4. Prioritize quality over quantity with SEO content.

If a website is creating a ton of low-quality content on different topics, Google may categorize it as “unhelpful,” leading to lower rankings.

To prevent negative rankings, publish content that offers expertise on a targeted, audience-driven list of topics. These days, when it comes to SEO, a do-it-all strategy can actually hurt, rather than help, your organic search rankings.

5. Don’t rely on AI alone.

According to Google, using “extensive automation” to produce content on various topics can damage your rankings. On X, Danny Sullivan, Google’s public search liaison, wrote, “It’s unlikely some AI content is going to feel written by people without some degree of human review.”

Use AI as a tool to supplement your efforts. But don’t depend on it for solo content creation.

6. Integrate tools into your MarTech stack that influence NLP.

To build a MarTech stack that effectively leverages NLP and improves your content, use tools and technologies that can feed data to an NLP—like Semrush, Hubspot, and Salesforce, to name a few.

These tools can integrate with NLP tools like Amazon Comprehend, Google Cloud NLP API, and IBM Watson. Other AI-powered tools that integrate GPT-3, like Jasper.ai, can help you create content, but there are certain ethical guidelines you should keep in mind, including the need for thorough fact-checking.

7. Conduct an SEO audit.

According to Google, any content (regardless of value or quality) that originates from a website with a lot of “unhelpful” content overall is less likely to perform well in organic search rankings. Removing unhelpful content from your site can improve the rankings of other content.

Getting Started with NLP in Content Marketing

Content marketers have long been vulnerable to the temptations of creating content crammed with keywords that deprioritize true value to the user. But that goes against the goals of content marketing in general—and to be honest, it just won’t work in the AI era.

To get the most from your SEO strategy, you need to truly understand the needs of your audience and create high-quality content. Meet your intended readers where they are in their journey and offer a unique point-of-view.

Ask the Content Strategist: FAQs about NLP and SEO

How does NLP affect local SEO and geographically targeted content?

NLP can be a game-changer for local SEO. It helps search engines better understand location-specific language and context, making it easier to serve relevant local results. This means businesses need to focus on natural, conversational content that includes local landmarks, colloquialisms, and regionally specific information to really nail local SEO.

What are the potential privacy concerns or ethical considerations related to the use of advanced NLP in search engines?

The big concern with advanced NLP in search is the potential for increased data collection and analysis of user queries. While the technology can lead to better search results, it also raises questions about user privacy and data protection. There’s also the ethical consideration of potential bias in NLP algorithms, which could unfairly influence search results and the information people see.

How can small businesses or websites with limited resources effectively compete in an NLP SEO landscape?

Small businesses can still compete in an NLP-driven landscape by focusing on quality over quantity. Create content that genuinely answers your audience’s questions and showcases your expertise—NLP algorithms love that stuff. Don’t be afraid to get specific and local; sometimes, a well-optimized niche can outperform bigger competitors with generic content.

Sign up for The Content Strategist newsletter to stay up-to-date on the latest trends in content marketing like NLP optimization in SEO.

High-quality individual pieces of content marketing don’t just happen in a vacuum – you need goals, a content calendar, competitor, audience and SEO research, and more! In other words, you need a content strategy. So, how do you put one together?

Read on for the essential elements of how to create a successful content marketing strategy.

1. Set a mission, goals, and KPIs

You wouldn’t cross the Atlantic Ocean without navigation equipment. In the same way, you wouldn’t wade into the deep waters of the branded content without knowing where you were headed. An effective content strategy includes a clearly defined idea of where you’re going.

Instead of throwing ideas at a wall like partially cooked spaghetti to see what sticks, try being intentional about what you’re producing and why. As Robert Rose at the Content Marketing Institute points out, “In a perfect world, creative content workers would spend less time assembling content and more time thinking of innovative and remarkable content to create.”

First of all, what’s your mission? Is it to attract new customers to your brand, to increase brand loyalty, or to close the deal on a specific product? This is the time to get philosophical. Ask the big questions, like “What are we doing here?” and “Why are we doing this?” If the answer is “I don’t know” or “It’s just what we’ve done in the past,” then this is your opportunity to reevaluate.

From there, outline your specific goals, making sure they’re measurable and achievable. For example, “Increase website conversions by 10% before the end of the fiscal year” is a better goal than “Get more conversions.”

KPIs (key performance indicators) are quantifiable content metrics that show how close you are to achieving your goals. For example, a makeup company might have a goal of increasing awareness of a new sustainable makeup line. If your KPI is blog content views, you could create an article about why environmentally-friendly ingredients are also beneficial for your skin.

2. Study your audience

It’s time to dig deep and learn about your customers. Who are they? Think about demographics such as age, gender, location, job title, salary, etc., and behavior patterns. What are they likely to engage with? What are they likely to buy? What problems do they have, and how can you help solve them with your abundantly helpful content marketing?

You can dig through your research and data to create buyer personas. Then, when you create content, you’ll have an idea in your head of who it’s for. If you’re starting from scratch with your customer research, Google Analytics and your own audience surveys can become your best buds.

3. Perform SEO analysis

Even though the world of SEO is changing, it’s still so important to your overall content strategy. Before you go around making changes to your existing SEO strategy (or start to build one), take a look at how your current content is performing with the help of Google Analytics and Google Search Console. These two free tools, along with a host of useful paid ones (such as ahrefs, Semrush and SEOquake, to name a few), can help you measure, track and gather valuable information about what drives people to your site and what they do once they arrive.

An SEO analysis can help you answer important questions such as, but not limited to:

How many of your customers come in from a search for something related to your product vs. a search for your specific company?
Where should you focus your marketing efforts?
Where are your marketing dollars not being used efficiently?
What’s working for the competition?
What do your customers want to read about?

With that information in hand, keyword research can help inform you about where to focus your efforts as you create SEO-driven content moving forward.

4. Conduct a content gap analysis

Now that you have goals and data, you’re almost ready to begin producing new content. But before you start, don’t skip a key step: a content gap analysis. While creating new branded content is important, in order to stand out, you should assess the competition. First, list your top competitors, then look at what topics they’re covering and how they approach them. Do a deep dive into what your competitors are producing and track it all in an Excel spreadsheet, or use a tool such as Sprout Social to gather your data.

For example, a quick Google search may reveal that many banks may offer stories on ETF investing strategies. However, deeper analysis might reveal that either the stories are outdated, lacking in detail, provide no practical takeaways, are hard to understand or are poorly written. Therein lies your opportunity to improve on what’s out there, rise in the SEO rankings, and promote your bank’s brand simultaneously.

Finally, use your research and analytical skills to look at your own content to see where you can improve and repurpose what you’ve already created.

5. Map the buyer’s journey with a content marketing funnel

Very rarely do you get a customer coming to your brand with a credit card in hand, ready to buy whatever you’re offering. More typically, they go through stages of getting familiar with your brand, thinking through their options, and eventually becoming loyal customers. This is called the buyer’s journey and is outlined (very generally) in the image of the content marketing funnel below.

Most of your readers will come in at the brand awareness phase, and by the time they trickle down to the end, only your best leads remain. But, as our blog on turning prospects into customers with a robust content pipeline mentions, “The idea of a buyer’s journey as a straightforward path from discovery to purchase is increasingly being debunked. Modern consumers meander, zig-zagging in and out of stages, influenced by a multitude of touchpoints along the way.”

This isn’t a linear journey, and there’s no set time frame for customers to move from the top to the bottom of the funnel. So, at each stage, you have to map out the customer’s pain points and needs and create content to match.

6. Develop a content distribution strategy

A content distribution channel is the way or platform you use to deliver content to your audience. Content distribution channels can be divided into owned channels (website/blog, email newsletters, social media, etc.), earned channels (media coverage, guest blogging, sharing on social, etc.), paid channels (social media ads, sponsored content, etc.), and shared channels (user-generated content, partnerships, etc.).

You can use each content distribution channel’s unique strengths and reach strategically to maximize your reach and engagement with your target audience. For example, to reach lawyers or healthcare professionals, you might focus on promoting content on LinkedIn.

You could also examine where your competitors are distributing their content, as you outlined in your content gap analysis. This can provide insights into what works for your industry.

By carefully evaluating these factors, you can select the most appropriate channels to distribute your content effectively and reach your marketing goals.

7. Create a content calendar

With all the pieces above in place, it’s time to organize your wonderfully on-mission, SEO-focused, targeted ideas into a content calendar. Hinge some content on the significant calendar dates and seasons relevant to your business, and get started on some evergreen to have on the back-burner, just in case you need to post something when other content is delayed. Then, you can start filling in the gaps with new content that directly addresses your reader’s needs. And, don’t forget about content repurposing. If you have underperforming older content, can you find new ways to reuse or refresh what’s already been written? Before you know it, you’ll have a solid plan to move forward.

Just be careful not to fall into the trap of trying to produce as much as possible. Quality over quantity is the key here.

Ask the Content Strategist: FAQs About How to Create a Content Marketing Strategy

How often should I update my content marketing strategy?

Once you’ve learned how to create a content marketing strategy, it’s important to review it regularly. Consider reviewing your content strategy at least quarterly, and make updates as necessary. Regular updates ensure that your strategy remains aligned with your business goals, market trends, and audience needs.

What should I do if my content measurement indicated the content we’ve created is not performing as expected?

If your content is not performing as expected, analyze the content metrics to identify issues. Consider whether the content is relevant to your audience, if it’s optimized for SEO, and if it’s being promoted effectively. Adjust your strategy by improving the content quality, updating keywords, working on content repurposing, and experimenting with different content distribution channels.

How can content repurposing maximize the value of what we’ve already created?

Repurpose existing content by updating outdated information, turning blog posts into infographics or videos, compiling related articles into an eBook, or breaking down comprehensive guides into smaller, digestible pieces. This maximizes the value of your content by reaching different audience segments in various formats.

Stay on top of SEO updates and trends in content marketing by subscribing to The Content Strategist.

By James Westfield July 25, 2024

Creating an automated email campaign can seem daunting. You have to consider multiple factors that can make or break your conversions. At the same time, you have to do this while balancing your customers’ needs. Then there’s the need to ensure your automated email series addresses every stage of the buyer’s journey.

To make the process easier, we’ve put together this guide. Follow these email automation workflow best practices for optimal results.:

6 email automation best practices to follow

Ready to jump on the email automation bandwagon? Follow these six email automation best practices to reach your subscribers with the right emails at the right time:

1. Set goals and map your automated workflow 

Setting up an automated email workflow is pointless if you don’t know what you want to achieve. Think about it. How else will you gauge the effectiveness of your automated email sequences without marketing goals?

Your goals determine the type of automation workflows you set up. For example, an email sequence whose goal is to drive sales will look different when compared to one that exists to onboard new customers.

Here are other automated email workflow goals you might have:

To inform or educate

To reduce cart abandonment 

To promote an event

To win back subscribers

To ensure the best results, your automated workflows and goals should align with every stage of the customer journey. That’s why creating a customer journey map helps. Think of the customer journey map as a visual representation of the stages your customer goes through when interacting with your brand. Essentially, it allows you to visualize your customer’s specific points of interaction with your brand at every stage.

Download this template here

The main benefit of this email automation strategy is that it can boost your customer retention rates. When you combine goals with a customer journey map, you can deliver timely messages that resonate with your customers. 

Additionally, when you analyze your automation workflows against goals, you can identify the factors that impede desirable user behavior. This can help you finetune your email workflows and help customers progress through their journeys.

2. Trigger emails on customer behavior

When creating a sequence of emails, automate them to send based on specific customer actions and inactions. 

Behavioral triggers refer to email sequences that activate in response to the recipient’s actions. Common behaviors that can fire off such email workflows include:

In the image below, Sony sends a trigger email in response to an abandoned cart from its Playstation Store:

Source

Meanwhile, time-based triggers occur in response to inaction. For example, you can set up an email sequence that triggers after a user has been inactive for a specified period. The content, calls to action, and aim of each of the individual emails in the sequence will be to win back the customer.

Triggered emails are essential because they let you speak to the customer at specific points in their journey. That helps enhance the customer experience. 

Additionally, trigger emails target specific customer journey stages. So, they essentially lead customers toward taking a desired action. 

3. Incorporate follow-ups in the automated campaigns

Unfortunately, emailing your target audience once won’t be enough to get them to take your desired action. It doesn’t even matter whether they’ve expressed a strong interest in your products or services. Life’s distractions could still steal their focus away and hurt your chances of making a sale or nurturing a lead.

So, incorporate follow-ups into your automated campaigns.

This entails contacting a customer who has stopped progressing through their customer journey. For instance, the customer may have abandoned their shopping cart at checkout or registered for a webinar but failed to attend. Whatever the case, your follow-up email serves to give them a gentle nudge so that they re-engage with your brand. 

In the context of automated emails, your follow-up emails should trigger in response to your email recipient’s behavior. Abandoned carts, lead magnet downloads, newsletter subscriptions, free trial signups, and more are all fair game for follow-up emails.

Regarding how often you should follow up with your customers, there’s no clear-cut answer. As a rule of thumb, aim to automatically send follow-up emails a few days after your initial confirmation email. For example, if a customer abandons their shopping cart, you can wait between three days and a week before following up with them.

Meanwhile, if a customer’s behavior reveals that they need time to mull over whether to do business with you, play the long game. Program a longer series of emails with informative content like blog posts and case studies to nurture them until they come around. You can use ready-made AI templates like the one above to speed up the content creation process.

4. Implement hyper-personalization

Hyper-personalization refers to email marketing that leverages insights from historical and real-time customer data and use them to deliver relevant and personalized content. For instance, in hyper-personalization, you’d send a male subscriber this email on the left. A female subscriber would receive the email on the right:

Source

To leverage hyper-personalization in your automated email workflows, gather as much customer data. Collect their demographic information, previous purchases, interests, and browsing trends. For this, use tools such as surveys, preference centers, heat maps, and recording sessions.

Your email marketing efforts can benefit from hyper-personalization in numerous ways. For one, it helps you create email content and personalized messages that resonate with your audience segments. When used with email segmentation, you can create dynamic content based on factors like your audience’s behavior and location.

Also, hyper-personalization is great for customer engagement. It can help you tailor your communications in a manner that’s optimal for higher conversion rates. Thanks to AI-powered automation, you can speak directly to your customer’s needs and pain points at scale.

Finally, hyper-personalization gives you a deeper understanding of your customers. This benefit is significant because it improves your email marketing chances in numerous ways. 

Not only will you get better at targeting customers, but you’ll also have the data needed to create a pleasant customer experience. Your customers will deem your emails as a source of valuable content. 

5. Maintain consistent branding

When your email subscribers open your automated emails, they should instantly know that the email came from you. Brand recognition is key to business success. Half of consumers say they’d buy from a brand they easily recognize. 

To foster this familiarity, maintain consistent branding across your email and web properties.

There are several ways to do it. The easiest method is to place your company logo in the profile picture section of your email account and the email’s header. As the image below shows, SaaS company ClickUp adheres to this best practice:

This email design technique ensures that your logo will be the first visual element your email contacts see when they open your emails. It’s also the lowest-cost method for building brand recognition with your email campaigns.

Another effective method for maintaining brand consistency is to use the same design elements in your email as you do on your website. Incorporate the same fonts and color scheme in your email newsletters. This will prevent your potential customers from being confused when they visit your email and other web properties.

6. Continuously track performance

It’s good practice to continuously track how your automated marketing emails are performing. Tracking performance provides a treasure trove of data you can rely on when planning future campaigns. 

One way to track performance is to run A/B tests on the various elements of your emails regularly. Send two sets of emails with different subject lines, layout designs, and call-to-action copy to two sets of audiences. Then, note down which version produces higher email engagement rates.

While doing A/B tests, keeping track of success metrics will help you gauge your campaign’s performance. The key metrics to track include open rates, click-through rates, and conversions. 

You can analyze the results in your chosen email marketing automation software. Use the metrics to make data-driven decisions related to your workflows as part of your B2C or B2B strategies.

You can also track campaign performance using email funnel conversion analysis.

mail funnel conversion analysis tracks how customers move through your conversion funnel. With it, you can identify bottlenecks that cause subscribers to churn or impede their progress along their journeys. The data you get from this analysis will help you optimize your funnel for conversions.

FAQs

What is an automated email workflow?

An automated email workflow is a series of emails that are automatically triggered and sent based on a subscriber’s specific action. That action can be everything from a link click to a form submission. 

Automated workflows can be a powerful tool in your overall email marketing strategy. Not only do they save you precious time. They also help you reach your business goals with minimal intervention.

What are the benefits of email automation?

Email automation workflows provide several benefits. For one, they help you respond to customer behavior appropriately. Also, email automation saves you time. It automates mundane and repetitive workflows (for example, welcoming new customers). Finally, automated workflows drive conversions. They help you personalize email communications and send them to audiences that find them relevant.

What is the best email automation tool?

There are several excellent options on the market, but we can confidently say that AWeber is among the top options. It offers all the features needed for automating email workflows. These include an email builder for design and behavioral automation features. Other great automation tools include HubSpot, ActiveCampaign, and GetResponse.

How do I automate my email?

Automating email campaigns is a five-step process. Step one involves choosing email automation software. The second step has to do with determining the goals for your automated campaigns. Your third step is to target and segment your audience. Step four involves deciding on email triggers. The final step involves creating email campaigns and activating them.

In closing

The email automation best practices discussed should get your campaigns off to a flying start. Your email campaigns must incorporate follow-ups to bring disengaged customers back into the fold. Without goals, creating automated workflows will be a pointless endeavor. For best results, make sure to map them to the customer journey during the goal-setting phase.

Meanwhile, hyper-personalization can help you gain actionable insights into your audience and drive customer engagement. Maintain consistent branding across your email, social media accounts, and website. This will ensure brand recognition. Automate trigger emails to ensure content gets sent at the right time and based on pre-specified user actions. Finally, consistently track your campaign performance. It will help you iron out any issues in your future campaigns.

Good luck with your email automation journey!

Mobile devices have opened up a whole new world of possibilities for forex traders – allowing us to respond to changing markets in real-time no matter where we are. Some clever automated trading bots for Android take advantage of this by enabling traders to easily manage positions and execute tactics from their phones. For those new to algorithmic trading, it may seem scary handing control to a bot, but they can make life a lot simpler! Here’s an introduction to 5 of the top free Android bots and why they’re worth exploring.

Benefits of Forex Trading Bots

While giving up control doesn’t come naturally to us humans, automated solutions offer some cool benefits that many traders are finding worthwhile:

Accessibility

Unlike complex desktop software, these bots deploy straight from user-friendly mobile apps. So trading strategies can be adjusted on-the-fly without being stuck at a PC. The convenience this allows in staying on top of positions is huge.

Reliability

Let’s be honest – emotions like fear and greed often mess with our trading decisions. Robots consistently apply logic and analytics without fatigue, hesitation, or bad judgement calls. Less mistakes usually means better results.

The Top 5 Android Assistants for Forex Trading

In the complex world of currency trading, a little automation can go a long way. Savvy Android users can handpick from various bots, easing the maneuvering of financial markets. Below are 5 of the foremost free forex bots for mobile-centric investors.

1. MetaTrader 4

MetaTrader 4 enjoys status as the world’s highest-profile retail trading software for good reason. Its mobile app flawlessly mirrors the functionality that’s made the desktop platform famous. This liberates Android-toting traders through continuity, allowing them to activate intricate custom bots or handy presets like the MACD Sample EA on the fly. Streamlined connections with API-linked brokers further oil the wheels.

2. FXCM Trading Station Mobile

FXCM smartly knows less can be more when it comes to mobile. Their slick app distills automation down to essentials like easy-to-use bots built around popular technical indicators. The ability to conveniently adjust currency positions or receivers quick signals via mobile keeps trading accessible for newcomers.

3. AvaTradeGO

AvaTradeGO allows effortlessly launching proprietary bots engineered to track and capitalize on trends in the volatile cryptosphere. With performance Remaining constantly updated against benchmarks, users can monitor results on the move. Integration with AvaTrade’s infrastructure also enables deposits and bot-driven trades to smoothly flow through Android devices.

4. eToro Copytrader

Unlike fully automated solutions, eToro’s Copytrader focuses on mirroring the ongoing decisions of flesh-and-blood traders with outstanding track records. Investors can apply filters to discover and mimic vetted performers in a passive signals approach better suited for mobile engagement.

5. Trade Interceptor

Billed as the Swiss army knife of mobile trading apps, Trade Interceptor brings multi-broker support and a hearty feature set. This includes one-click trading bots granting customization options for individualized automation strategies. Users can apply tweaks to indicators or allow adaptive response to ever-changing market climates.

Key Factors In Selecting Android Trading Bots

While the aforementioned apps deliver simplified automation to Android devices, choosing the optimal solution depends greatly on individual user priorities and level of trading experience. These key considerations help match needs accurately:

Account Security

Applications lacking fallback encryption protocols for login details expose traders to serious fraud risks. Checking encryption standards is mandatory.

Equally crucial is verifying the regulated status of brokers before allowing any app automation access to accounts. Android versatility remains handicapped without proper regulatory oversight.

Complexity Preferences

Seasoned traders adept at installing custom indicators or EAs will find MT4’s open architecture accommodating. Novices may better prefer ready preset bots on apps like AvaTrade.

Those seeking to automate bespoke signaling approaches requiring original code or complex logic should ensure Android compatibility for their craft first.

Functionality

Applications with tighter device integration allow smoother automated interactions while multitasking across Android screens or notifications.

Traders with higher risk appetites might want automation with more aggressive profit targets without restraints. Conservative investors could demand enforced stop-losses or caps on position sizing for all automated trades.

Carefully analyzing areas that align with such specific requirements and priorities reduces guesswork in determining which Android automated solution best matches individual trading styles and constraints most accurately. This takes the frustrations out of mobile trading.

Maximizing Automation Value

To extract the greatest utility from mobile automated solutions, users should:

Learn their Capabilities

Instead of expecting plug-and-play perfection, traders well-versed in their chosen platform’s strengths spur more powerful synergies. Becoming familiar with all available features allows traders to use bots more strategically.

Customize settings

Default options serve the masses, but tailored configurations matching trading style often improves automated profitability. Taking the time to adjust indicators, risk parameters, and automations to align with personal preferences or strategies boosts profit potential enormously.

Monitor performance

While a major benefit lies in setting and forgetting bot trades, periodic monitoring proves important to ensure markets have not overwhelmed automated logic. Traders should check metrics like win percentages, drawdowns, open trades etc. monthly.

Review functionality

As brokers upgrade platforms and bots integrate new features, reviewing functionality updates ensures traders exploit latest advantages. New machine learning modules, updated technical indicators, or better backtesting capability could elevate profitability.

Conclusion

Android mobility has unlocked exciting potential for traders to tap into sophisticated algorithmic systems on the go. As the platforms explored illustrate, advanced automation is no longer confined to desktop terminals alone. From custom MQL expert advisors to preset technical indicator bots, mobile solutions now mirror essential functionalities of prominent established platforms.

Astute traders realistically assessing their priorities first regarding account security, complexity needs, functionality etc stand better positioned to determine optimal solutions matching individual requirements and constraints accurately. While the chosen application provides the algorithmic “brains”, properly maximizing long-term profitability relies entirely on the human element through education, customization, performance monitoring and ongoing reviews to extract full synergies.

Ultimately, seamless user-bot collaboration systems alone can empower traders fully with reliable automation and analysis tethered reliably to their smartphones everywhere.

Sources:
Top 10 Forex Robots | Does Automated Forex Trading Robot Work? | LiteFinance
(21) 5 Best Automated Forex Trading Robots For Android | LinkedIn
Best Forex Robots (Top EA Trading Options & More) • Benzinga

Epic Games has done it. At long last, we have an official Epic Games Store app for Android and iOS, downloadable and providing access to titles such as Fortnite, Fall Guys, and more.

Epic announced this is what would be happening earlier this year, but honestly, we weren’t expecting launch to be this smooth. This is likely thanks to years of legal battles between Epic, Google, and Apple, but at the end of the day, the kids just want to play some d*mn Fortnite.

To get to playing, you’ll need to download the Epic Games Store app from Epic Games by following the link below. You won’t find it on either Apple’s App Store or Google Play. Once downloaded, log in or create an account, then simply enjoy your games.

The Epic Games Store is free to install, and at launch has Fortnite, Fall Guys and Rocket League Sideswipe available to download and play for free with optional in-app purchases available. In the future, you’ll be able to purchase new products directly through the app, and get weekly free games and/or content packs.

Go forth and game, people.

Download Epic Games Store: Android | iOS

Mobile game controllers are becoming more important every year, as more gaming-capable phones hit the market. For a long time, the Backbone controller has been heralded as the best and now, I’ve finally been able to see if it stands up to that label.

After testing out a few GameSir controllers this year, the Backbone offers some nice improvements to the hardware design and buttons to make it feel really nice to hold. It’s surprisingly ergonomic, considering it’s pretty compact, and I’m able to play on it much longer without getting hand cramps than with the smaller GameSir X2s.

I’ve been using it between the new Pixel 9 and the iPhone 15 Pro, and both phones fit securely into the controller right out of the box. But if you have a thicker phone or use a case, there is another set of rubber pieces that help hold larger phones that you can swap in to ensure that most handsets are compatible.

Regarding gaming, the Backbone feels fantastic in hand, and for console games that I stream over Steam Link, it feels more in line with a full-sized controller than its size might suggest. That said, the only drawback here is the triggers and bumpers. While they’re much better than touchscreen controls, they don’t have a lot of travel, and the bumpers are a little mushier than I’d like. They’re both very usable, but they feel more in line with the PS3 controller than the PS4 or PS5.

If you want to get the controller, you can get it in two configurations – PlayStation or Xbox (called Standard on Backbone’s website). I chose the PlayStation version since I like the look of the white controller more, but I’ve learned in my time using it that I should have gone Xbox. I don’t have a Game Pass subscription anymore so I mostly play mobile games or emulators on my phone with the controller and those rarely support PS5 controller icons in-game. I also stream games via Steam Link, and I am able to use PlayStation buttons in some first-party Sony-published games, but even those usually default to Xbox, and I need to fiddle with settings to transfer it over.

That all being said, I think I would only recommend the PlayStation model to PS5 owners, and everyone else should just get the Standard option with Xbox buttons, even if you like the white colour more. Again, the mismatched buttons don’t make it impossible to play, and if you play the same game for a while your muscle memory will usually carry you through, but starting new games or handing the controller to a friend this way can get a little confusing.

My other concern is the USB-C port itself. Unlike the GameSir X2s, which had a really smart USB-C port that pivots so you don’t have to worry as much about breaking it when you take your phone out, the Backbone port is locked in place so you need to make sure you slide your phone off it, before yanking it out of the controller. The backbone telescopes out enough to make this easy to do, but it just feels a little bit against my human nature to have to remove the phone from this controller so delicately.

One of the things that makes the Backbone special is that it also has a wired headphone jack and a USB-C port, so you can both charge your phone and use a wired headset while gaming. Most other controllers only have a passthrough USB-C port.

There’s also a Backbone app that will help you get a little more out of the controller. For instance, once you open the app, it tells you that you can just wire the Backbone via USB to any other PC or tablet, and it will work as a regular controller. The app also lets you set up the Backbone shortcut and the screen recording shortcut in case you play some competitive titles and want to record your sweet skills.

When it comes down to brass tacks, I stand beside the Backbone, which is the best mobile controller so far. It just feels premium, and due to the controller’s unique shape, it’s easy to play for a few hours without hand cramps. That being said, I know most people aren’t hardcore mobile gamers, and up until I got the Backbone, I was pretty happy with the GameSir X2s, which is about half the price and gets the same job done. If you play a lot of games, I think it’s worth investing in the Backbone. It has a better warranty and feels like a stronger device. If you only game on your phone a bit or just want a controller to use on flights or while commuting, I think the X2s will be fine.

You can buy the Backbone for $139 in Canada, but as I mentioned above, make sure you get the button layout that will coincide with your consoles.

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