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11 tips for creating relevant online content for your target audience

Bryan Nesbit



How can you make money with Instagram?

Discover the best practices for your company to create online content that stands out and generates good results.

Try it out: search Google for the term “ digital marketing “. Pay attention to the results links. You’ll find that most direct you to posts published on company websites and blogs. This is repeated with countless other terms. It is a reflection of how the production of online content has become a valuable strategy for organizations to increase their visibility and, consequently, their results.

According to the latest edition of the Content Trends survey, carried out by Rock Content, 73% of the interviewed companies adopt a content marketing strategy. If your organization is not yet investing in online content production, it’s time to take a closer look at this trend. Want to know why?

What does it mean to have an online content strategy?

Before talking about the reasons, we need to make it clear what it means to have an online content strategy. It is not just maintaining profiles on social networks or a blog on the website, posting from time to time and finding it enough.

Developing an online content strategy means understanding your target audience and how your content can contribute to their needs, establishing a publishing routine, thinking about content to attract, retain and convert, using techniques to position your content well on sites search, track data and constantly improve.

Ufa! It is not simple and much less fast. But the results generated are worthwhile, even in the long run. When we talk about online content, we are talking about generating results in an organic way. That is, they are not paid ads.

They are informative materials, not advertising. It is as if your company has become a source of reliable information for the public, as well as media outlets. It is a gateway for people to get to know your products and services.

These materials contribute to building your company’s reputation and visibility and attracting customers from your own production effort, without relying on paid media. Of course, there are certain investments that help to drive and accelerate these results. But you can do a lot without having to put your hand in your pocket.

There are a wide variety of formats that you can choose from. And the more diversified your strategy, the better. Remembering that it is important to research your audience’s online content consumption preferences to base your choice.

Check out the formats most used by companies:

  • Blog
  • Social networks
  • Video
  • Podcast
  • Webinar
  • E-book
  • Infographic

Now, let’s understand what online content can do for your organization.

Benefits of online content

See just the main benefits that your company can obtain with an online content strategy:

Educate the market

Through online content, your company can share information that makes the public understand the relevance of your products and services, whether directly or indirectly.

Drive more visitors to your website

Content hosted on the same domain as the company or links to the site inserted in the materials (either on the domain itself or in another environment) helps to generate more traffic.

Increase brand visibility

The greater your online presence, the more people will have the opportunity to get to know your company.

Improve reputation and become a reference in the market

With quality materials, more and more people will use the contents of your organization to find out about the issues disclosed. Thus, your company is able to consolidate its expertise and become a reference in the market.

Lead capture

Free content can be a great resource for capturing leads. Try creating e-books, infographics, and other special materials and ask only for the user to leave at least one email to be able to access. This data is valuable for other marketing actions.

Conversion rate increase

If there are more people inquiring about your products and how they can meet your needs, you are more likely to convert them into customers.

Better ranking on search engines

A website with quality content, high traffic, and a good SEO job achieves better positions in the search engine results and its domain is valued.

Cost reduction

As we said earlier, content production aims to generate results in an organic way. This means that your organization can achieve a great impact among the public for free or spending much less than paying for advertisements.

How to create relevant online content

A company’s content can serve to inform, educate, entertain or attract the public. Regardless of what the role is, it needs to be relevant.

We are in a moment of intense production of online content, not only by companies. And in the midst of this “content shock”, you need to resort to practices that make your material stand out. Let’s meet some?

1. Quality over quantity

This is the main condition for making successful online content. You can even attract clicks with a creative headline. But if you don’t deliver well-written content, with relevant and accurate information, you won’t retain your visitors.

It is important to publish frequently, but the concern with quality must come first. Therefore, research as much as you can on the topic, both in national and international sources. Search for research, market numbers, trends and make complete content. Deliver to your audience what you would like to find in your search for information.

2. Analyze the competition

Are you going to write an article on a specific topic? Play this term on Google and read all the articles on the first page. If you want your content to be well-positioned in search engines, find a way to differentiate yourself from competitors.

Check out the arguments and data explored in the content and seek a unique point of view. If you use the same formula as competitors, who are already well-positioned, why do you think they would access your site and not those on the first page, just a few clicks away?

3. Focus on the target audience

Do you consume content on the internet on subjects that do not interest you? Your audience will also not access anything that is not of interest to them. So, research what your target audience usually consumes on the internet. And more: find out what your needs are on a daily basis and how your company can help supply them, whether through content or the products and services themselves.

Make your company’s online content useful and interesting, so people will want to access your channels often. An activity that helps a lot in this task is to think about the User Journey. Think of all the steps that lead customers to know and purchase your product and their post-purchase routine. Then, plan content that helps the user in each of these steps: from the attraction, to purchase decision, to retention.

4. Your business is not the main topic

The idea of ​​content marketing is not to promote yourself at any cost. In fact, many of the materials won’t even name the organization. The main objective is to inform and help the public to solve day-to-day issues that are related to the segment of its products and services and to guide them so that they know, in fact, what their company has to offer. That’s what we commented on in the previous topic: accompanying the user throughout their journey.

Let’s take an example: your company sells Human Resources software. Its contents can address guidelines related to the daily lives of professionals in this sector, such as tips for conducting good business training, methods for evaluating employees, among others. As you attract the public through broader subjects, you can start to address more specific issues around HR technology, until you come to content that features your product features.

5. Use SEO techniques

There are techniques that you can use in the construction of your company’s website and in the published content that help pages achieve better positions in the ranking of search engines. These techniques are called SEO, or Search Engine Optimization.

With the huge amount of content being produced today, it is not enough to make good materials. It is necessary to unite the best of both worlds so that they have quality and, at the same time, visibility. If you still don’t know anything about SEO, there are several materials and courses online or in-person that can help you. It is very worth investing in this knowledge!

6. Diversify your online content channels

Do not bet all the chips on a single channel. For example, just having a blog or just being present on social media. When you research your target audience’s content consumption habits, take the time to find out how they prefer to inform themselves.

The answers are unlikely to be homogeneous. And it is worth being present on all channels that your audience uses. Special care is to adapt its content according to each channel used. A text that you publish on the blog is unlikely to serve as a script for a podcast, for example. Each channel has its own characteristics, and it is up to the content producer to adapt.

7. Keep your goals in mind

Before starting to publish anything, the company needs to create a content plan . In addition to studying the target audience, it is essential to understand what the organization’s goals are with the online content strategy. Is it attracting more traffic to the website? Generate more leads? Convert more customers? Or other goals?

These objectives also serve as a guide for selecting guidelines, formats and channels. Content that attracts more traffic doesn’t necessarily drive more conversions. Social networks are not the main choice if you want to generate leads. With the objectives of the company and the needs and habits of the target audience defined, it becomes easier to plan and establish a publication calendar.

8. Speak in the language of your audience

We talk a lot about the focus on the target audience, and here is another topic that reinforces this – because it is really important! The language used in your content must also be suitable for your audience. A technology company may use more technical terms if it is talking to those who are dealing with the subject, but it needs to simplify explanations for the general public.

There are some techniques that help make your content easier to understand. You can use storytelling (think of the content as a story to be told, with a beginning, middle and end), topics, step by step, real examples to illustrate what is being explained, comparisons and even metaphors.

9. Promote your content online

Even with SEO techniques, content can take months to rank well in search. Therefore, make a publicity effort to make it known after its publication. Use social networks, banners, pop-ups, e-mail and whatever else is within your reach to pass on the materials.

Even if the online content strategy aims to generate results in an organic way, it is worth thinking about separating a budget to boost disclosure, either through social networks or Google Ads. Even if they are temporary, the ads can generate good traffic for your content.

10. Do comarketing

A good practice for online content strategy is comarketing. It consists of seeking partnerships with companies that may have the same target audience as yours (avoid direct competitors) to exchange content, produce in the partnership or participate in videos, webinars, and podcasts.

This is a great practice to expand your audience, insert links to your materials on other relevant sites (which helps with SEO) and increase the impact and visibility of the content. Remembering that comarketing only works if it is a win-win relationship for both sides. In other words, both companies benefit from the results.

11. Analyze the data and improve your online content strategy

Whichever channel is chosen for the dissemination of your content, it is always possible to collect data on the audience. It can be on social networks, in professional platform reports or through Google Analytics. Track this data frequently to assess the performance of your content.

With information such as most accessed materials, the average time to watch videos, times of highest traffic, among others, you can know what is working and what can be improved for the success of your strategy. Use the data to your advantage.

Create your own online content platform

There are several channels that you can choose from to publish your content. But have you ever thought about having your own online content platform for your organization? An online environment that can be open, restricted and even monetized, where you can share videos, podcasts, texts, PDFs and make live streams. As if it were a company Netflix.

The platform offers this possibility. You can have an environment with your own domain or insert it within the company domain, with a personalized design and white label. In other words, the only brand exposed will be yours. The platform also offers security features and audience reports.

Want to know more about this solution? Talk to one of our experts and find out how we can contribute to your online content strategy.


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Rapid production of porous cellulose acetate membrane for water filtration using readily available chemicals






We describe a chemistry lab experiment using everyday elements and readily available chemicals to introduce porous polymer membranes to high school and college students. The principle of membrane filtration is illustrated by filtering solutions containing watercolor pigments or food coloring, while the food coloring is completely soluble in water and easily passes through the membrane. . The laboratory experiment can be performed in a 2 hour activity and is intended to (1) expose students to an exciting new field of materials science. He familiarizes them with porous membranes for the production of drinking water and presents them with a model elimination technique that uses the acid / base theory. In Switzerland, 52 high school students and 55 high school teachers have already successfully completed the laboratory experience and found the activity interesting and motivating.



Importance of safe drinking water

Access to clean and safe drinking water remains a global problem. In developing countries, around 80% of diseases are linked to poor water and sanitation conditions. Among the most common health risks of unclean drinking water are water-borne illnesses caused by pathogenic bacteria, viruses, and protozoan parasites. In a comprehensive study, Bain and colleagues examined the microbial quality of drinking water and estimated that approximately 1.8 billion people worldwide use a source of drinking water contaminated with E. coli or other bacteria. thermotolerant coliforms (TTC).

Various approaches, with their inherent advantages and disadvantages, have been studied for eliminating microorganisms linked to waterborne diseases. The portable water purification devices currently in use include systems based on ultra and microfiltration membranes, ceramic filters, activated carbon filters or chemical halogen disinfection. The disadvantages of the most efficient systems are, in general, their complex installation and their periodic maintenance, which leads to high operating costs and, consequently, makes these systems unsuitable for developing countries. In addition, many point-of-use treatment devices are not effective against all possible contaminants. Therefore, new water treatment technologies are being explored.

Water quality issues are an integral part of many high school chemistry courses, and various experiments have been developed as educational laboratory procedures. Water filtration experiments for the removal of nanomaterials have already been described and a laboratory experiment comparing various biochemical separation technologies (including filtration) has been presented. The experience presented here differs from previous approaches in that the filtering device itself (a porous membrane) is made by students from standard materials, then its separation performance is tested.

Cellulose Acetate Membrane for Water Filtration

In this article, we describe a laboratory experiment to produce a cellulose acetate membrane filter for drinking water which, in its production stages, resembles the commercially available water filter, but which is accomplished using everyday items such as a kitchen blender, glass dishes, rulers and chemicals readily available. The entire experiment can be performed in a 2 hour laboratory exercise. Supporting information for this article includes a student brochure and instructor notes for conducting the classroom experience (approximately 20 to 40 students). The production of membranes is based on the addition of calcium carbonate to a solution of cellulose acetate dissolved in acetone. Glycerol is also added to the reaction mixture and acts as a pore spacer. The polymer solution is then mixed using a kitchen mixer, and the resulting dispersion is spread on a glass plate using a stainless steel ruler. After evaporation of the solvent in ambient air, the calcium carbonate and glycerol particles are washed from the polymer matrix in an acid bath and then rinsed in a water bath.

Functional test of the membrane using watercolor and food coloring

Students test the performance of the membrane obtained with a solution of watercolor and food coloring. Although, when mixed with water, both give colored water, the color of the food used is a water-soluble dye, and watercolor is a dispersion of pigments, with particles between 40 and 80 µm in size. The watercolor solution based on pigments is first passed through the membrane. Then the filtration is repeated with the food coloring solution. In both cases, students are invited to record their observations. The experiments with the two solutions are then repeated with a standard filter for a Buchner funnel.


Equipment and chemicals

The experiment uses the infrastructure and materials available in a university-level chemistry laboratory (see Information on teaching support and notes to students), as well as certain additions, which can be easily obtained:

• Kitchen mixer with at least 800 W of power (eg Philips HR 2195/04)

• Mirror or glass plate (148 × 210 mm2 or larger area)

•           Tape

• Ruler with stainless steel edge or aluminum profile.

• Two plastic tanks for dilute hydrochloric acid and a double boiler.

• Cellulose acetate (Sigma-Aldrich n ° 180955)

• Calcium carbonate (Sigma-Aldrich No. 21069)

• Watercolor (for example, Artists Loft Fundamentals watercolor pans set on

• Food coloring (for example bright blue FCF E133)

Preparation of a solution of cellulose acetate polymer

Preparation of the cellulose acetate dispersion

All of the cellulose acetate membrane filter was transferred to a kitchen mixer. Then, 41 g of calcium carbonate and 17.6 g of glycerol were added, and the suspension was stirred for 3 minutes in the highest setting of the kitchen mixer. The dispersion was placed in a new 250 ml Schott bottle and closed to limit evaporation of the solvent. The kitchen mixer was immediately filled with water to precipitate the remaining dispersion and the polymer waste was deposited in household waste.

Removal of calcium carbonate particles

To remove the calcium carbonate particles, a plastic container was filled with 5 L of water and another container with 5 L of hydrochloric acid (0.24 M). The mirror plate containing the membrane sheet was then immersed in the hydrochloric acid bath. The membrane sheet was released from the mirror plate, and gas bubbles indicated the removal of the calcium carbonate particles. After 10 minutes, the membrane sheet was transferred to the container containing only water and washed for an additional 5 minutes. Finally, the membrane sheet was removed from the water bath and placed on a cloth. Another kitchen towel was used to dry the membrane.

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Nichole Kerr



You should recognize the influence and role of gemstones in our life in this article. Gemstones are known by many as plain hard rocks of different sizes, often colored or sparkling but lacking emotional meaning. Stones take a lot of emotional space in other people’s lives. In recent times, in the search for good, natural living in which litho therapy can be found, a form of cure using stones, the use of Chinese or Herbal medicine, reflecting or homeopathy treatments has grown. Indeed, gems and semi-precious stones have been used to address health issues for decades. Litho therapy is a technique used to achieve therapeutic effects on the body with gemstones, stones, crystals or Quartz.For example, opals are protective stones that strengthen eyesight, soothe the mind, stimulate creativeness, batter infections, and assist sleep when the use of diamonds is completely excluded. Each stone has different characteristics and a special energy force in addition to cure a sore.

Highly popular are birthstones. Every month, in fact, a number of stones are associated. Many people find it interesting to know which ones are associated with them to always carry you. The stones can be placed on or carried around a piece of gem as a form of protection. In one way or another, a stone will energize the body and the mind.Chamal Gems exports the best gemstone products to luxury jewelers and specialty shops in the US. They have many other unique stones like Sapphire, Ruby, Alexandrite, Emerald, and Padparadscha! As the slogan say “Buy local, Sell global” As of 2020 Chamal Gems Pvt Ltd in Sri Lanka is the biggest gemstone exporter to the United States.

Over the next few years, global demand for gemstones is expected to rise steadily. A new business intelligence perspective from Future Market Insights (FMI) announced revenue of gemstone for nearly US$ 22 billion in 2018. The worldwide market for gemstones is expected to grow moderately by 4.4% in the last year.

Tailor Made Gemstones Jewelry and Ornaments are in Trend

According to the study, almost 85% of the total sales of gemstones are made up of jewelry and decoration, most of which are made up of gemstone studies. Since the recent past, customization of gems and gems has been in trend, which has provided market players with high potential growth opportunities. The study suggests that a number of manufacturers and designers focus solely on the production of personalized new gemstone jewelry designs using cutting-edge technologies such as fast prototyping (RP) and CAD. Research also shows clearly that the rate of acquisition of gemstones in luxury arts is growing steadily.

Diamond holds approximately sixty percent of overall sales of gemstones and is projected as the best-selling gemstone category in the coming years. As the gemstone demand forecast for the next few years shows, the study highlights a promising rise in the need for rubies. Currently, over 85 percent of gemstones produced are synthetic. The study believes that, compared to natural gemstones the flexible physical attributes and relatively low price points of gemstone in synthetic format continue.

Although low end gemstones have been competitive in their sales over the past, the premium customer base will continue to be nurtured by the high-end gemstones industry. Consumers from Asian emerging economies are particularly interested in high-quality gemstones, which are rare and unique in design. While this phenomenon is attributed to increasingly growing lifestyle spending per capita, a large customer population still affirms adhering to budget restrictions when choosing the type of gemstone.

Developed Countries are Promoting Global Gemstones Market

North America will continue to be the preeminent investment area for manufacturers, designers and marketers of gemstones, with more than one third share in the world’s gemstones industry. Foremost due to the large demand for diamond and prizes gemstones in particular, the analysis also shows that Europe has a substantially high share in the jewelry industry.In addition, Asia Pacific is cited as an important regional market for both diamond and colored gems, a center for some of the highest quality, fine gemstones.

Analysis of Competitors: Players in the Market of Gemstones

Colored gemstones such as ruby, sapphire, emerald and others, like the colored gemstones of the cottage industry, are likely to remain isolated. There are a lot of players and a wide range of products. On the other hand, a few big players, who own concentrated mine pockets, dominate the demand for diamond.

Most of the world’s leading gemstone companies focus on strategic expansion of gemstone mining, production and processing capacity. More than one player on the gemstone market is also focusing on mining, production and processing of diamonds in their development strategy.

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Social Trading Stocks and Its Importance

Nichole Kerr



Traders of stocks, currencies and commodities have long maintained their own ideas, but the sharing of information on dedicated websites allows people to make money by copying or tracking their behavior. Market social traders have always had to know macroeconomic trends and news about companies acutely. This has long encouraged committed professionals and those wealthy enough to pay them for inventory, products and monetary trading.

This exclusivity has gradually been worsened by social media and online communities, creating a social business that involves people in strategies sharing. Social Trade,  experts point out that the social trading network is part of a much wider movement towards greater transparency and open knowledge. Access to accessible information is becoming a focal point as investors are looking to invest in businesses with more responsible, sustainable and diverse operations.

Social trade gives credibility to word-of-mouth

Although many investment investors continue to prefer more safe investing options, the social trading industry is making waves in fund management, particularly for younger users, according to expert; the data collected from the platform technology has contributed to new and objective reports of results that explain the correlation between cost and return for the investor.

Because individuals are not valued in many online communities, dedicated platforms have been developed to show the success of traders and allow users to copy their behavior. A multiple asset groups trading website, NAGA, has grown more than 500,000 accounts.

A major advantage for consumers of social trading is: the people who you copy invest their own money in the strategy, it’s different from conventional fund managers, many of whom can’t invest their cash in the funds in which they invest their clients. The need for advice was also a powerful force in different aspects of our lives. You might ask a friend who knows the best, if you want to go to a good restaurant. You will also want to find a professional personal trainer to do well in the fitness centre. We are used so often to seeking advice and scores, but this is only possible for investments because social trading.

Mirror Trading is a quick-growing aspect of social trading operations, which allows customers to automate transactions, retains and sells the same choices. Earlier people searching for businesses would have used newspapers and tip sheets to research the success of firms, but now experts can be copied easily.

What are the social trading disadvantages?

In addition to the ability to earn money with no time or capital expenditure, social trading and other big sites like NAGA provides unknown market accessibility. Those who become expert traders also have the potential to generate revenue by being copied.

However, there are clearly some major downsides that need to be taken into account. One big issue is that often people spend their own money on the basis of preferences of people, who are not professional experts, a particular concern in social networks that have no history of success. One of the users advises on the thread: take with a pinch of salt what you hear.

People can also feel tempted to leverage too much, especially in foreign exchange, to raise their investment. Although credits will increase some benefits dramatically, losses are also increased, and regardless of how clever the copied people are, the investment value can be nosedive. Around 67% of those interviewed by the Social Trading Platform expert said they lost cash with impatience and fast use of leverage.

New traders should therefore restrict early investment, pick risk and leverage carefully and copy multiple traders to make any losses balanced. A goal is to ensure that users have the right financial preparation to take decisions. The ground rules such as portfolio diversification should be understood at least to retail investors before they begin to use this service.

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