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Thursday, July 21, 2016

Content as a growth engine for your business

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Content as a growth engine for your business

Would anyone argue that content marketing can be one of the most cost-effective tools for growing a business?
That’s probably why it feels like all the content marketing advice is from snake oil salesmen with dodgy “get-rich-quick” hacks. Even the more reputable proponents of the discipline focus more on the promotional aspects of it than what should be at its core – producing interesting content that people will want to read/watch/listen to.
At the Paris stop on the Inside Intercom world tour I gave a talk covering some of the things I’ve learned running the content team at Intercom over the past two years, as well as insights I picked up working as a professional journalist for almost 20 years. You can watch it below, or if you’d prefer to read, there’s a transcription after the embed.
I’m the Managing Editor at Intercom, so my team looks after all our content such as this blog, books like the Jobs-to-be-Done one we just published and our podcast.
There’s a lot of talk about content marketing at the moment. Google the phrase “content marketing” and you’ll find some amazing stuff about how to game Google and make sure your posts are in the top 10 results. It’s all “get-rich-quick” schemes about the marketing and promotion, and there’s very, very little about the content itself. I’m going to explain how you can create really good, quality content that will help grow your business.

The case for evergreen content

At Intercom we’re big believers in “evergreen content.” What is evergreen content? A bit like a Swiss watch, evergreen content is content that addresses timeless themes. Here’s a good example we published last year: Martin, one of our support engineers, did an internal presentation on how to file a good bug. We said, “If we turn that into a blog post, it’s not specific to Intercom. It’s not specific to a tool. It simply explains what you – if you’re an engineer, support engineer, a support agent or anyone in the company that comes across a bug in your product – should include in that bug report so that it’s useful to people that want to fix it.”
That post generated plenty of traffic when it was published. It still generated traffic six months later, and it continues to do so 18 months later because it’s timeless.
If you want to create evergreen content, thought leadership is a must. The post “Why cards are the future of the web” was written by our VP of product, Paul Adams. We published that two and a half years ago, but it still generates hundreds of page views for us every week.
Facebook CEO Mark Zuckerberg at a VR demonstration at the Mobile World Congress trade show
The scary picture above was taken at Mobile World Congress earlier in 2016. It makes the point that evergreen content is not about news events like when a major conference is on and you know a lot of people are going to be searching for stories related to it. That kind of content will get you a very short lift in visitors to your site. They only came because you had some story related to why Zuck was wrong at F8 or what to expect in the next iPhone, and they’re not going to hang around for anything else.
Producing evergreen content is a bit like saving. For this strategy to work, you’ve got to do it regularly. It takes time to pay off. It always frustrates me when people think you can just turn on a marketing tactic and see huge results the next week. If you’re building a product, you don’t say, “I know we’re going to build this feature, we’ll introduce it and next week we’ll have so much more engagement with our customers.”
Content – and most marketing – is the same; you’ve got to hold your nerve. The great thing about content marketing though is, unlike other types of marketing, it’s a compound return. The more you put into it, the more you will actually get out.

This graph is from Tomasz Tunguz. He’s a venture capitalist with Redpoint Ventures, and he blogs about SaaS, as well as the whole business of software. He compared an evergreen blog, which wrote this kind of timeless content, and a very news-related blog, which was writing timely or topical content. Both blogs got a hundred views for each article on day one, and they both published the same amount of articles every week. Tomasz ran the numbers and looked at what happens over a year.
Something very interesting happens. Although it involves the same amount of content and effort, the evergreen blog grows faster. Tomasz found that it gets 3x the audience or traffic of something news-related. That’s because evergreen content decays much more slowly. If you’ve written a post like that aforementioned example about how to file a good bug, in a year’s time it’s still generating traffic. If you’ve written content about the next iPhone, in a year’s time it’s generating minimal traffic.
I actually worked at a national newspaper, and newspapers talk about the value that sits in their archives. But after two days of a news story, it’s getting no traffic. After a year, if it’s getting one visit a week, that’s impressive. Meanwhile, evergreen blogs get bigger.
One great thing for me and my team is that an evergreen blog is much easier to manage, because you’re not trying to run a news calendar and figure out what topical events are coming up. In fact, we manage our editorial calendar at Intercom with a simple Trello board.

Why doesn’t everyone do this?

There are a couple of traps that a lot of corporate blogs fall into. The first one is death by feature lists. You know those blogs where you see, “Oh, we’ve introduced version 3.4.6 of our product. It’s really interesting. We did this and that.” That post doesn’t even tell the customer what it will do for them.
Then you’ve got the “We’re so awesome” blog, which usually features lots of pictures of the CEO, who is generally wearing a suit. Yet the CEO doesn’t even contribute to the blog. He doesn’t want anything controversial or opinionated to appear on that blog, but that’s why people come to you. They want to read something that’s got an opinion.
Another pitfall is people who try to create content they think cool and edgy. They believe they’ll get an audience, and when the audience comes, of course they’re going to buy their product. So they publish articles about why you need a work spouse – an actual example from a well-known software company who I will not name. Did anyone buy a support product after reading that article? I severely doubt it.

The 5Ws and 1H for content marketing

Taking things back down to earth a little bit. People are probably familiar with the 5Ws and 1H. It’s a technique journalists have been using for years to write news stories: the who, the what, the where, when, why and how. I’d like to run through a content marketing strategy and how you might be able to apply that approach to it.

Who’s going to produce your content?

Swiss Army Knife, an example of a general tool that is average at all the jobs it does

At Intercom, we believe this should be the specialists. These are the people doing the job: the product managers, the designers, the engineers. My team’s job is to work with those specialists and tell them what makes a good story that people would be interested in. We then help them edit that story and make it read better.
Yes, a Swiss Army knife is a knife, but you would never ever bring it to a knife fight. Specialists will write something with much more depth than anything I would write as an editor or a journalist.
It’s really important that this comes from the top of the organization. Des Traynor is one of the co-founders of Intercom. He actually ran the content marketing at our company for two and a half years and still regularly contributes even though he’s our Chief Strategy Officer. As a result, no one sees writing content as a chore at Intercom. It’s even baked into team and individual goals.

What are you going to write about?

The user list in the Intercom web app
Pictured above is the user list in Intercom. It’s what you see first when you login, but it’s more than just the opening screen. This is an embodiment of our belief that web business should be personal. You should be able to see what your customers do and drill down into that information.
Go and look at our auto message flow. It’s actually the embodiment of our belief that the right message must be sent to the right user at the right time and on the right device. Of course we writelots of content about this.
We even wrote a book about it, Intercom on Customer Engagement, and that book has been downloaded over 40,0000 times. It’s about writing core content that really relates to your company and what you believe in. Think about what your core beliefs are as a company, and then start writing about them.
On a higher level you also need to think about your customers’ needs. At Intercom, a lot of our customer are startups, so we keep this quote from Reid Hoffman about startups top of mind: “You jump off a cliff and you assemble an airplane on the way down.”
Building a startup is a leap of faith. You’re jumping off the cliff and you don’t know what’s going to happen on the way down. If we can help people build a little part of that airplane, that’s really valuable content that our customers are going to constantly come back to us for.
If you’ve got a startup, a company, you must be experts in something. You know about your market. Have an opinion about it, and write about that content. If potential customers come to you and see you as a thought leader, and you can help them, that’s really valuable.

Where are you going to publish?

This used to be very simple. You would fire up WordPress, Blogger, or another platform and start blogging. It’s a lot more complicated now. Podcasts are very popular, and it’s easy to create and publish books.
Basecamp’s Signal v. Noise blog is an interesting example. They still have the blog, but they havemoved it to Medium. Medium is not just a platform like WordPress; it gives you an audience and a network as well. But you cede control for that. Instead, you might want to consider republishing articles on Medium rather than moving our entire blog there, which is a tactic we use.
Think of content in terms of all the different places you can put it. This is quite a successful blog post for us that was written about two years ago. It’s about all those situations where a product manager is told, “We have to build this because our competitors have it,” or “We have to build this because the CEO wants it”, and the product manager has to say, “No”.
Graph showing how one piece of content can generate traffic as a video, blog post, microsite and book
In 2015 we turned that post into a microsite with a small email capture form at the bottom. Our sales team actually closed a really big deal with one of the leads we got from this. That one piece of content, a blog post, has also been a video and a core part of our first book, which is about product management.

When are you going to publish?

This is one of the biggest mistakes people make. They’re excited to have a content marketing strategy and they say, “We’re going to publish every day; we’re going to publish three times a week.” They start with these unachievable goal, and after a while they run out of steam from churning out jaded content. Over-enthusiasm in the early days is a big issue.
Something that really struck me when I joined Intercom was the amount of people who asked, “Wow, where do you guys find the time to do content?” They weren’t asking us where we find the time to design or where we find the time to code. If you’re going to do this, it should be a core part of your marketing activities.

Why are you producing content?

Don’t lose sight of why you’re doing this. Content generates lots of social media recognition and lots of traffic, but that doesn’t pay the bills.
Graph showing Intercom blog traffic since 2011

The graph above shows traffic to the Inside Intercom blog since 2011. Traffic alone doesn’t pay the bills unless you’re selling advertising. That’s not that useful: engagement is much more important than traffic.
In the cities where we operate, San Francisco and Dublin, it’s really hard to attract talent. Many people who interview with or have joined Intercom did so because of the thought leadership and the articles we write on our blog. That’s a huge benefit.
And of course, you write content to sell software. Never lose sight of that.

How are you going to produce all this content?

Image of woman running. Content creation is also a muscle that needs to be exercised
Creating content is one of those things that you learn by doing. Sitting around, reading Medium articles, looking at Twitter or coming up with spreadsheets of different article ideas – none of those things are actually content production. The only way to do this is to get out there and do it. It’s like running. Sitting on the couch thinking about where you’re going to run next week is not running. Do it and make your mistakes early, when you’re still relatively small.
Editorial systems are key to scaling this. They’ve been established for years in newspapers and broadcast networks. Set up a simple calendar for ideas. Think about your workflows for getting things published. It’s very easy to set up, but it’s amazing how many people have successful blogs or content and don’t do any of this stuff.
I’ll leave you with four key takeaways.

1. Don’t half-ass it

You have to stay committed. Don’t jump into this and expect results straight away. It will take a bit of time.

2. Make it relevant to your business

Don’t get carried away with the buzz of publishing. You need traffic that’s turns into engaged customers, that convinces people to buy your product.

3. Impose a high editorial bar

While this is true at all times, in the early days it’s particularly important because content that you create is probably the only public face of your company. You’re not doing PR, you’re not doing trade shows, so your blog or your podcast is going to be the only way people can begin to know your company.

4. Embrace the benefits

There’s so many unintended and unexpected benefits of doing content well, from easier hiring to being able to visit cities like Paris and do events like this.

Love this Post? Spread the Word.



Need a professional writer? Fiction and non-fiction? contact richard.nata@yahoo.co.id

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My STARTUP :

Let me introduce myself. My name is Richard Nata. I am an author, novelist, blogger and ghost writer. My articles, including short stories have been published in magazines and newspapers since 1994. I have written a lot of books, both fiction and non-fiction. So I was a professional in the field of writing, both fiction and non-fiction.

I was born in Jakarta, August 17, 1968.  

In 1988, at the age of 20 years, I started working as an accounting staff. Age 24 years has occupied the position of Finance Manager. Age 26 years as a General Manager.

In 1994, my articles published in magazines and tabloids.

In 1997, I wrote a book entitled "Buku Pintar Mencari Kerja". This book is reprinted as much as 8 times. Through the book, the authors successfully helped tens of thousands of people get jobs at once successful in their careers. They were also successful when moving to work in other places.

In 1998, I started investing in shares on Bursa Efek Indonesia (Indonesia stock exchange). As a result of investing in the stock market then I can provide consulting services for companies that want to go public in Indonesia stock exchange.

more information :
1. IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT. brand, ideas, story, style, my life: IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT.
2. JASA KONSULTAN GO PUBLIC ( IPO ) DI BURSA EFEK INDONESIA. 


BUKU PINTAR DAPAT KERJA GAJI TINGGI PINDAH KERJA GAJI SEMAKIN TINGGI made by retyping the book BEST SELLER of the author, entitled “Buku Pintar Mencari Kerja”. This ebook available on google play.

In 2015, I had the idea of a startup company where the readers can decide for themselves the next story. WASN'T THIS A GREAT IDEA? IF can be realized WILL BE WORTH billions USD. Because CAN PRODUCE FOR MILLIONS OF DOLLARS even tens of millions USD annually. 

In theory, in 10-20 years into the future, my startup income, amounting to hundreds of million USD annually can be obtained easily. AND IF FOLLOWED BY MANY COMPANIES IN THE WHOLE WORLD WILL THEN BE A NEW INDUSTRIAL worth trillions USD. 

To be honest. Currently I'm not having a lot of money. So I start marketing my startup with blogspot.

My STARTUP :


A story with millions of choices in it - looking investor like you.



Try to imagine this. When you're reading a story on the web or blog, you are given two choices. You can choose the next story based on your own choice. After selecting then you can continue reading the story. Shortly afterwards you will be presented back to the 2 other options. The next choice is up to you. Then you continue the story you are reading. After that you will be faced again with 2 choices. So onwards. The more stories you read so the more options you have taken.


If you feel curious then you can re-read the story by changing your selection. Then you will see a different story with the story that you have read previously. The question now is why is this so? Because the storyline will be varying according to your choice. 


I, as the author is planning to make tens of thousands of articles with millions of choices in it. With tens of thousands of articles then you like to see a show of your favorite series on TV for several years. The difference is while watching your favorite TV series, then you can not change the story. Meanwhile, if you read this story then you can alter the way the story according to your own choice.

You might say like this. Sounds like a book "choose your own adventure". Books I read when I was young.

Correctly. The idea is taken from there. But if you read through a book, the story is not so exciting. Due to the limited number of pages. When a child first you may already feel interesting. But if you re-read the book now then becomes no fun anymore because you don't get anything with the amount of 100-200 pages. 

Have you ever heard of game books?  When you were boy or girl, did you like reading game books? I think you've heard even happy to read it.

Gamebooks are sometimes informally called choose your own adventure books or CYOA which is also the name of the Choose Your Own Adventure series published byBantam BooksGamebook - Wikipedia, the free encyclopedia
Gamebook - Wikipedia, the free encyclopedia

A gamebook is a work of fiction that allows the reader to participate in the story by making effective choices. The narrative branches along various paths through the use of numbered paragraphs or pages.
Lihat preview menurut Yahoo

Bantam Books with the Choose Your Own Adventure 

series has produced more than 250 million US 

dollars. While I offer you more powerful than the Choose 

Your Own Adventure. Because of what? Because the 

story that I made much more interesting than the stories 

created by the authors of Bantam Books. You will not get anything just to 100-200 pages. While the story that I created is made up of tens of thousands of articles with millions of choices in it.

For comparison are the books published with the theme "choose your own adventure" produces more than 250 million copies worldwide. If the average price of a book for 5 USD, the industry has produced more than 1.5 billion USD. But unfortunately this industry has been abandoned because the reader begins to feel bored. The last book was published entitled "The Gorillas of Uganda (prev." Search for the Mountain Gorillas ")". And this book was published in 2013.

Based on the above, then you are faced with two choices. Are you interested in reading my story is? Or you are not interested at all. The choice is in your hands.
If you are interested then spread widely disseminated this article to your family, friends, neighbors, and relatives. You can also distribute it on facebook, twitter, goggle +, or other social media that this article be viral in the world. By doing so it is a new entertainment industry has been created.

Its creator named Richard Nata.

The full articles that talks about this: 
  



WHY DO I NEED STARTUP FUNDS FROM INVESTORS? I NEED A LOT OF FUNDS FROM INVESTORS BECAUSE I HAVE TO LOOKING FOR EXPERT PROGRAMMERS(IT).BECAUSE THE DATA IS HANDLED IS VERY LARGE, IT MAY HAVE TO WEAR SOME PROGRAMMERS(IT).

I CAN NOT WEAR SOME FREELANCE PROGRAMMER BECAUSE THE DATA MUST BE MONITORED CONTINUOUSLY FROM VIRUSES, MALWARE, SPAM, AND OTHERS.

IN ADDITION FUNDS FROM INVESTORS IS ALSO USED TO BUY SERVERS WITH VERY LARGE CAPACITY. FUNDS ARE ALSO USED TO PAY EMPLOYEE SALARIES AND OPERATIONAL COSTS OF THE COMPANY.

FUNDS CAN ALSO BE USED FOR ADVERTISING AND OTHER MARKETING STRATEGIES.FUNDS CAN ALSO BE USED TO ADVERTISE MY STARTUP AND OTHER MARKETING STRATEGIES.

IF I GET A VERY LARGE FUND, THE PART OF THE FUNDS USED TO TRANSLATE THE STORY INTO VARIOUS LANGUAGES.With more and more languages, the more readers we get.
WITH MORE AND MORE READERS, THE MORE REVENUE WE GET. 

AS AN INVESTOR THEN YOU DO NOT HAVE TO FEEL ANXIOUS ABOUT YOUR FUNDS. BECAUSE YOUR FUNDS WILL NEVER BE LOST BECAUSE IN 3-5 YEARS YOU HAVE RETURNED THE FUNDS COUPLED WITH PROFIT.
THIS BUSINESS IS ONE AND THE ONLY ONE IN THE WORLD.

If we can make a good story, so that the readers will 

come again and again for further reading the story then 

our earnings will continue to grow and will never 

diminish. This is due to new readers who continued  to 

arrive, while long remained loyal readers become our 

customers.

So that the number of our readers will continue to 

multiply over time. With the increasing number of loyal 

readership then automatically the amount of income we 

will also grow larger every year. The same thing 

happened in yahoo, google, facebook, twitter, linkedin, 

and others when they still startup.

Deuteronomy {28:13} And the LORD shall make thee the 

head, and not the tail; and thou shalt be above only, and 

thou shalt not be beneath; if that thou hearken unto the commandments of the LORD thy God, which I command thee this day, to observe and to do [them: ]

Try to imagine this. If I give a very unique story. It was the first time in the world. But the world already know this story even liked it. Because the world love the game books. While the story that I made is the development of game books.
Do you Believe if I dare say if I will succeed because my story will be famous all over the world as Harry Potter?
I believe it. Not because I was the author of the story, but because of the story that I made is unique and the only one in the world. 
Income from my startup :
1. Ads. With millions of unique visitors, the price of the ads will be expensive.
2. Affiliate marketing. In addition to advertising, we are also able to put up some banner from affiliate marketing.
3. Contribution of the readers. If you have a million readers and every reader to pay one US dollar per year then you will get the income of one million US dollars per year. 
If you have a million readers and every reader to pay one US dollar per month then you will get as much revenue twelve million US dollars per year.
4. Books and Comics. After getting hundreds of thousands to the millions of readers of the story will be made in books and the form of a picture story (comics).
5. Movies. If we have a good story with millions of readers then quickly we will be offered to make a film based on the story.
6. Merchandise related to characters. After the movies there will be made an offer for the sale of goods related to the characters.
7. Sales. With millions of email that we have collected from our readers so we can sell anything to them.
    Each income (1-7) worth millions to tens of millions of US dollars. 
    Because each income (1-7) worth millions to tens of millions of US dollars. Then in 10-20 years into the future, AI will be earning hundreds of million USD annually.
So how long do you think my story that I made could gather a thousand readers? Ten thousand readers? One hundred thousand readers? A million readers? Five million readers? Ten million readers? More than ten million readers?
But to get all of it of course takes time, can not be instant. In addition, it takes hard work, big funds and placement of the right people in the right positions.
By advertising, viral marketing, strong marketing strategies and SEO then a million readers can be done in less than a year. Ten million readers can be done in two to three years.
This is the marketing strategy of my startup.
When hundreds of thousands or millions of readers already liked my story then they have to pay to enjoy the story that I made.
If you are a visionary then you will think like this.
With the help of my great name in the world of business, my expertise in marketing, advertising, marketing by mouth, viral marketing, then collecting a million readers to ten million readers will be easy to obtain. Is not that right?
The question now is what if people like my story as they like Harry Potter? You will get tens of millions or even hundreds of millions of email addresses from readers. With that much email, we can sell anything to the readers.
Since April 2013, Wikipedia has around 26 million articles in 285 languages are written by 39 million registered users and a variety of anonymous people who are not known from other parts of the world.  Web ranked by Alexa, Wikipedia is a famous website number 6 which has been visited by 12% of all Internet users with 80 million visitors every month and it is only from the calculation of America.

resource : http://www.tahupedia.com/content/show/136/Sejarah-dan-Asal-Mula-Wikipedia

If no Wikipedia then need hundreds of thousands to millions of books required to make 26 million articles in 285 languages into books.

With the Wikipedia then people started to leave to read a book or books to seek knowledge about a subject or many subjects.

The same thing will happen. Read a story in a book or books to be abandoned. Read a story with millions of choices on the web or blog is far more interesting than reading a book or books. 

So what happens next? In 10-20 years ahead then read a story in a book to be abandoned. Otherwise my startup will grow and continue to develop into a new entertainment industry.

New entertainment industry, where I was a forerunner startup will continue to evolve. 
Therefore, in 10-20 years into the future, my startup will be earning hundreds of million USD annually.

So do not delay. Invest your money immediately to my startup. Take A Look. There are so many advantages if you want to invest in my startup.
WHY YOU SHOULD INVEST YOUR MONEY RIGHT NOW? .
IF YOU INVEST YOUR FUNDS IN ONE, TWO OR THREE YEARS INTO THE FUTURE, YOU MAY BE TOO LATE.
BECAUSE IN 1-3 YEARS INTO THE FUTURE THEN I'VE GOT THE FUNDS. THE FUNDS CAN COME FROM SOME INVESTORS, LOANS FROM BANKS OR FROM ADVERTISEMENTS POSTED ON MY BLOG.

IF I'VE GOT A LARGE AMOUNT OF FUNDS THEN I'VE NO NEED OF YOUR FUNDS. SO INVEST NOW OR NOT AT ALL.

My BLOG started to be written January 11, 2015. TODAY, MAY 30, 2015, THE NUMBER OF CLICKS HAS REACHED 56,750. SO FAR SO GOOD.

If I get big funds from investors then with a quick story that I wrote will spread throughout the world.

So I got acceleration because I can put ads in a large variety of media such as Google AdWords, Facebook, and others. I also can perform a variety of other marketing strategies.
If I do not get funding from investors then my story would still spread throughout the world. But with a longer time, Slow but sure.

So either I get funding from investors or not, the story that I wrote will remain spread throughout the world. Ha ... 7x

So don't worry, be happy.

My advice to you is you should think whether the data that I have provided to you makes sense or not .
If my data reasonable then immediately invest your funds as soon as possible.

Then we discuss how we plan further cooperation.

Thank you.
Lord Jesus bless you.
Amen
P.S. The offer letter I gave also to the hedge funds and 

venture capital and other major companies 

in the entire 

world. So who is fast then he will get it.


P.P.S. In addition, there is one more thing I 

want to tell you. If a story can generate tens 

of millions of US dollars, then what if made 


many stories? Then why do not you make 2, 3 or many stories? You will get hundreds of million USD annually. 

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