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What’s The Ideal Length For Your Business’ Digital Content?

What’s the ideal length for my business’ digital content?” It’s a question I’ve been asked many times by startups in Asia.

Here’s the advice I give

Before you dive into how long your content should be, ask yourself three simple questions:

1. Who is my audience?

2. What are their pain points?

3. How does my business help?

Once you’ve answered those questions, start by defining your audiences in terms of personas. (Not sure where to start? HubSpot offers a free buyer personas template.)

Now put yourself in your personas’ shoes. What kind of content would solve their pain points or interest them? Let’s say your target audience are busy CEOs. They’re likely interested in topline insights and best practices rather than long-form whitepapers. (At least, that’s been the case in my experience.) Alternatively, if you’re targeting digital marketing managers, they often crave in-depth articles with practical tips on a particular topic. See the difference?

For a more data-driven approach, I recommend checking out BuzzSumo’s Content Analysis tool.

Once again, let’s assume you’re promoting digital marketing courses. If you enter “digital marketing” into the tool, it will show you the length of related articles that get the most shares online.







According to the chart above, “digital marketing” articles over 2,000 words tend to get more shares online. It’s interesting to note that articles less than 1,000 words received around the same amount of shares as articles over 2,000 words, at least on LinkedIn.

So, it’s worth noting not only the total shares across social media platforms but also the total shares on the social media network that your personas use.

By using this data along with your personas’ insights, you’re more likely to develop the right content for your audience.

What about SEO?

Your content’s position on Google can often make or break your content, in terms of views and conversions.

So which does Google prefer: shorter or longer content?

According to search engine results page (SERP) data from SEMRush, they found that longer content tends to rank higher on Google. In fact, the average Google first page result contains 1,890 words.

Now content length is not the only factor that Google considers when ranking content on the first page, but it does have an impact according to the studies above.

Remember this…

While longer content tends to perform better on search engines and get more shares, the most important variable when considering your content length should be your audience. Keep them satisfied and your rankings and shares will follow.

Source: Forbes, article by Joe Escobedo (


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Tools to Help You Track Your Startup

When you’re busy building a startup, there isn’t always time to keep track of what people are saying about your company. Luckily, there are a bunch of great products to make tracking your startup easier than ever.
We put together a list of six different tools to help you monitor when your startup is mentioned online, as well as track companies, markets, and people you care about. Read on for the full list.
1. Index
Keep track of companies & markets you care about

Index, created by the team at The Next Web, uses public content on the web and turns it into structured data on locations, industries, and private tech companies around the world.
There are a lot of cool uses for this tool. You can use it to keep an eye on potential investors, competitors, or markets. You can also create custom lists to track the investments, acquisitions, and other updates you care about while filtering out the news that isn’t as important to you.
If you sign up for the “Pro” or “Expert” versions of this tool, you’ll get access to even more features, such as: weekly digests, advanced search, CSV exports, and a daily investment newsletter. This tool is certainly worth the investment if you‘re looking to more efficiently keep track of what matters to you and your company.

2. Notify
Get notified in Slack when your startup is mentioned online

There are so many things you can do with this Slack integration, and setting it up is super easy. You can create alerts for anything you want to be notified about, like when your startup or competitors are mentioned anywhere online, when a specific person is mentioned, or when something gets published about an event or topic you want to track. You can also select sources you want to read notifications from (e.g. Twitter, Facebook, Reddit, Blogs, Product Hunt, Medium, News Sites, etc.).
If you want to keep your finger on the pulse of anything important to you, Notify is a no-brainer Slack integration (But yes, you do have to be a Slack user).

3. App Review Monitor
App Store reviews delivered to Slack and your inbox

This tool, created by the LaunchKit team, is a free service that notifies you when your app receives a new review in the App Store. You can keep your team up-to-date with alerts sent via email or Slack. You can also have App Review Monitor automatically tweet about your five-star reviews.
Of course, you won’t always receive perfect reviews. One of the most important elements of great customer service is finding and communicating with customers who are underwhelmed by your app. With this tool, you can easily forward a less-than-awesome review to your support team and find the reviewer online so you can start a direct conversation with him or her.
We’re big fans of any tool that makes a normally tedious task easier—and this one certainly fits the bill!

4. Mattermark for iOS
1 million+ companies in your pocket. Absolutely free.

Mattermark is one of the most beloved tools in the startup world. Venture capitalists and salespeople are willing to pay $6,000 a year for the data and insights this product offers.
Mattermark for iOS, however, is completely free. Using the mobile app, you can learn more about over 1 million companies, share profiles and news with your network, and stay on top of daily funding events and important company news.
This is a must-have app for any startup enthusiast.

5. Startup Tracker 2.0
Keep tabs on up-and-coming startups

Startup Tracker is like Rapportive for startups. If you’re reading an article about Shyp, this tool will show you a summary of the most important information about the company without you ever needing to leave your browser.
Startup Tracker scours leading data sources like Beta List, CrunchBase, Product Hunt, Facebook, and Twitter to compile detailed company profiles. You can use it to search across over 400,000 profiles and discover new and trending startups. This is a fantastic way to learn about and keep track of your favorite companies.

6. Monitor Backlinks
Track backlinks for any website

If you want to improve your website’s SEO, backlinks matter—but they are often difficult to keep track of. This product makes it so much easier. After a quick setup, you’ll get access to a dashboard when you can monitor new backlinks, SEO progress, and organic traffic driven by search engines as a result. You’ll also have insight into your keyword rankings, links with social interaction, Nofollow vs. Dofollow links, and more.
This is a fantastic way to strengthen SEO and keep tabs on your competitors. A great tool for marketers and anyone else who nerds about about website growth.

Source: Medium (

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Top 3 Sources To Learn How To Invest In Startups Like The Professionals

Investing in startups used to be the privilege of business angels and venture capitalists. With a plethora of equity crowdfunding platforms now available to a greater pool of angel investors, it’s more important than ever to create resources for new angel investors to access the knowledge of seasoned business angels and venture capitalists, who have been investing in startups for long enough to know the pitfalls. Here are some of the best sources of information on how to invest in startups.


There are several podcasts by investors, usually by venture capitalists. Out of these I’d strongly recommend The Twenty Minute VC, a weekly podcast not to be missed. Unfortunately there are very few podcasts by business angels and even fewer by different business angels willing to share the good, the bad and the ugly rather than just their successes. My personal favourite is, naturally, Angel Insights – a podcast I commissioned when it became apparent how few such resources existed. A great starting episode is the recent How to become an angel investor: The ultimate guide by Harry Stebbings, which brings together the best of the last 50-plus episodes.


There are two books I think are definitely worth a read for anybody interested in investing in startups. The best one I’ve come across in a while from the point of view of a business angel is Angel Investing by David S. Rose, CEO of Gust and Founder of New York Angels. In this book David condenses his experience of investing in more than 90 companies and shares what he’s learned along the way.

Another terrific book is Startup wealth: How the best angel investors make money in startups by Josh Maher, which includes portfolio strategy and lessons learned from great successes and spectacular failures. Finally, a great starting point is the guide How to start up investing in startups – a free PDF guide on the things you need to bear in mind when looking at early-stage investing.


Although this HBS article won’t teach you how to invest in startups, Six myths about venture capitalists by Diane Mulcahy makes you wonder why on earth you aren’t making the investments yourself directly via one of the investor-led crowdfunding platforms.

The history of angel investing by Tom Britton is a short read that will give you some fascinating insight into business angels; for example, did you know that the term ‘business angels’ derives from ‘theatre angels’, who were wealthy patrons of Broadway and received a share of the production’s earnings in exchange for their patronage?

Source: Forbes, article by Goncalo de Vasconcelos (

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3 ways startups are fighting for digital and physical security

Internet accessibility for all people, of all ages and in all places has unleashed unprecedented resources and opportunities. It also unlocked our digital and physical security.
There’s a rise in startups who think the sacrifice of safety is an unintended consequence of the Internet age.. They are building platforms to strengthen our personal safety where we need it most — whether on the street, at school or online.


Waze-crowdsourced data may help you avoid speed traps, but it can’t tell you the safest route. Sadly, 37 percent of Americans don’t feel safe walking home at night. A few startups are turning location tracking data into a safety resource by allowing people to transform their personal community into a connected security system.

Companion serves as a virtual buddy system that allows anyone in your address book to track your path for potential safety risks in sketchy situations, like walking alone at night. Friends or family members can track your route home in real time, and users can instantly send out an alert if an emergency arises. Mobile safety communication platform LiveSafe provides a similar tech solution, SafeWalk, for virtually walking home friends and family.

The platform also supports personal safety by mapping reported information, enabling real-time location sharing for critical situations and broadcasting alerts through international geofencing.


While mapping apps rely on your close network of friends and family, reporting often calls for anonymity, which means you need better technology. Survivors of assault and online bullying clamor for tech interventions that protect their identity, expose their assailants and empower the user.

The trend of startups reclaiming technology to secure personal safety is promising.
Tech nonprofit Callisto is building such a solution for survivors of campus sexual assault. One in five women and one in 16 men in the U.S. are sexually assaulted during college, but a mere 10 percent of those assaults are reported. This is partly because the in-person reporting process is retraumatizing. Most campus sexual assaults are committed by repeat offenders who the victims personally know. If repeat offenders are apprehended early, 59 percent of future sexual assaults could be stopped from ever occurring.

Callisto makes the reporting experience less daunting by enabling its users to create a digital time-stamped record, which is then electronically shared with campus administration. Survivors even have the option to withhold their report unless another student names the same perpetrator, protecting survivor confidentiality, increasing reporting and improving accuracy of reports.

Indian startup SafeCity is preventing assaults with its CrowdMap. SafeCity users anonymously report violence, harassment and sexual assault in public places and the platform aggregates these incidents into risk hot spots. SafeCity, structured as a nonprofit, aims to make their data analytics open for policy makers. With policy interventions as simple as adding street lights to reduce assaults, SafeCity is increasing proactive security measures in cities.


Other organizations are using technology to intervene and provide support when unsafe situations arise. Crisis Text Line provides a text-based crisis “hotline” targeting teens who prefer text over voice calls. Crisis Text Line’s communication platform provides real-time responses from trained individuals in crisis. When a young person texts saying they have suicidal thoughts or think a friend has a substance abuse problem, a trained representative from Crisis Text Line immediately texts back with advice and the next steps on how to handle the situation.

Since launching in August 2013, Crisis Text Line has powered the exchange of more than 17 million messages, making it the largest open crisis data set in the United States.

Prevention may actually be the best form of intervention. Forty-three percent of teens report that they have been bullied online; thanks to technology from ReThink, there’s a working solution to stop cyberbullying before it happens.

When an adolescent attempts to post a derogatory message on social media, ReThink uses patented context-sensitive filtering technology to determine whether or not it’s offensive and gives the adolescent a second chance to reconsider their decision. ReThink’s technology is backed up with research that proves young people change their minds 93 percent of the time when pushed to rethink a decision. The same study showed that when using ReThink, the inclination for an adolescent to post bullying message dropped 65 percent.

The trend of startups reclaiming technology to secure personal safety is promising. Unlike other interventions, tech is best suited for scale. As adoption grows, we’ll be able to aggregate more data around dangerous places and spaces, making it easier to deploy proactive solutions to keep individuals and communities safe.

Source: Tech Crunch, Article by Shannon Farley (

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The Growing Need for Marketing Tech

Digital advertising is a growing market, becoming increasingly important as digital trends continue to advance. With an estimated 85 cents to every new dollar spent on advertising going towards digital advertising, the state of marketing tech is beginning to shift in a massive way. Marketing technology, the newest frontier to come out of advertising, already has a few competitors on the market, keeping it ahead of digital monoliths like Facebook and Google.

Adestra, an email marketing company, utilizes software to maximize client marketing ROI. It’s already competing with heavy hitters in the industry such as Adobe and Oracle.

Marketing tech is becoming increasingly important to businesses and startups because it helps establish longevity, relevance, and consumer appeal to brands. Even the ones that are just starting out can benefit from utilizing marketing strategies that can best help build their brand. Marketing tech, although it’s a relatively new field, is still going to impact advertising in a major way.

With so many other fields being advanced with the help of technology, it’s only natural that advertising would be the next in line. Products like Adestra and the revamped AdWords will give us a glimpse into what the future market looks like for that.

One thing is certain – in an ever-changing world where the latest tech innovations rule, brands can’t afford to fall behind on digital marketing. Marketing technology is not only necessary in aiding in that change, but it’s central in shaping the future of marketing for the digital age.

Source: Article by Cameron Glover (

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