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Join 14 Performance Marketing Experts for PPC Week, August 14-18

You know that opening scene in Raiders of the Lost Ark? Just when Indy thinks he’s successfully Jones’d the Golden Idol, the ominous rumble of a booby trap sounds and he’s being chased through a tunnel by what I’d wager to be the world’s most famous celebrity boulder.  

I’d also wager that PPC marketers are somewhat familiar with this feeling.

As soon as you get the notion you’ve got this whole paid marketing thing down, a Google update or new study (or surprising result from your own campaigns) appears out of nowhere to crush it.

The only way to save your butt is to stay ahead.

Enter PPC Week, August 14-18:

Fourteen of the smartest minds in performance marketing, hailing from LinkedIn, AdFury, Optmyzr and more, will be leading a series of sessions over five days to give you an edge on the competition and get better results from your campaigns.

And if you’re thinking, “As if I can make time for a week when I’m dodging boulders left and right over here!”, know that we’ve designed PPC Week with your (lack of) time in mind.

Each day is categorized by vertical and features three webinars:

  1. One for PPC beginners
  2. One for intermediate/advanced marketers
  3. An extra if you fancy a bonus round

Registration gives you full access, so you can choose to attend all 15 hours, hit up Wednesday’s sessions only to hone your Excel skills, or skip everything and watch the recordings on your own schedule.

Get your free pass to PPC Week

Once you sign up, we’ll send you a confirmation email. We’ll email you the agenda and webinar links a week before the event so you can access the live sessions straight from your inbox on the day.
By submitting this form you expressly consent to receive Unbounce Marketing and PPC Week Partners content such as best practices, tips & tricks and ebooks. You can always unsubscribe at any time.

So who are these PPC peeps and what will you be learning from them? Here’s what’s on deck.

Day 1: Search Advertising

AdWords Organization and Management Techniques for Maximum Performance (Beginner, 8am PT)

Matt Macchia, CEO of AdfFury

Google AdWords is the most effective yet complex web advertising platform around. Learn how to better organize and manage your AdWords account settings and see the performance of your paid ad campaigns skyrocket overnight.

How to Test Ads to Gain Insight (Intermediate/Advanced, 10am PT)

Brad Geddes, Co-Founder of AdAlysis

Learn how to pull rich data insights from your paid ads to fuel your PPC campaigns. Specifically, we’ll show you how to use demographic testing data and data from thousands of ads.

Automate PPC with AdWords Scripts – No Programming Skills Needed! (Bonus, 12pm PT)

Frederick Vallaeys, CEO of Optmyzr

Learn how to get started with AdWords Scripts – the new AdWords tool that lets you automate virtually anything in AdWords, from reporting to managing bids, budgets, ads and keywords.

Banish those pesky spreadsheets for good!

Day 2: PPC Optimization

When (and How) to Optimize Your PPC Landing Pages (Beginner, 8am PT)

Corey Dilley, Director of Campaign Strategy at Unbounce and Joe Martinez, Senior Manager of Paid at Granular Marketing

If your PPC campaigns are driving good traffic but not converting well, your biggest ROI gains might come from optimizing your landing pages. Learn how good (or bad) your PPC landing pages are and when you should (and shouldn’t) optimize them. Come with your landing page conversion rates in hand to compare them to industry benchmarks.

Brilliant Facebook Shortcuts for PPC (Intermediate/Advanced, 10am PT)

Chad Powell, Senior Account Analyst at Hanapin

Learn the shortcuts and optimizations that can help your campaigns perform better and help you work faster. We’ll examine the ad creation process using the Power Editor tool, finding and tuning your audiences with the Audience Insights tool and structuring and segmenting your campaigns for success.

Properly Valuing and Optimizing Paid Search Traffic (Bonus, 12pm PT)

Emily Kirk, Paid Digital Marketing Manager at Workshop Digital

Aligning your paid search traffic with your business goals can be challenging. Learn how to set smart bids that align with your KPIs. We’ll explore bidding layers, setting predictive bids and valuing traffic based on lead type or conversion goal.

Day 3: Excel Tricks

10 Must-Haves for PPC Newbies (Beginner, 8am PT)

Alaina Thompson, Account Manager at Hanapin

Hanapin will share the 10 Excel skills that every PPC newbie should know, from conditional formatting to pivot tables. Join us to learn how to use Excel for faster, more effective PPC analysis.

Geek Out with Advanced (Yet Practical) Excel Tips for PPC (Intermediate/Advanced, 10am PT)

John Lee, Sr. Client Development and Training Manager at Bing Ads

Unlock your Excel merit badge with these PPC spreadsheet tips. Learn how to troubleshoot low Quality Score with the Bing Ads Intelligence Excel plugin. Discover a method for filtering search query data with conditional logic. And hey, while we’ve got your attention – let’s build a keyword health dashboard, too!

Visualize Your PPC Data Like a Pro with Power BI (Bonus, 12pm PT)

John Lee, Sr. Client Development and Training Manager at Bing Ads

Excel is nice. But are you ready to uplevel your PPC dashboard skills? Discover the reporting marvel that is Power BI. Learn the ins and outs of this dynamic reporting software and how you can easily plug in your PPC data to create beautiful (and insightful) visual dashboards. Build your Power BI skills by learning how to build reports for geographic, demographic and keyword data.

Day 4: Audience Strategy

How to Reach Your Best-Fit Customers Across Search and Social (Beginner, 8am PT)

Michael McEuen, Director of Marketing at AdStage

Some of the best opportunities to drive sales already exist in your database. Learn how to reach and nurture prospects and accelerate sales with audience targeting options from Google, Facebook, Twitter and LinkedIn.

Getting Creative with Audience Targeting (Intermediate/Advanced, 10am PT)

Brad Geddes, Co-Founder of AdAlysis and Maria Corcoran, Search Marketing Platform Manager at Adobe

Learn how to get creative with remarketing (including remarketing lists for search ads [RLSA]), customer match, similar audiences and demographics and leverage audience targeting to its full potential.

Audience to Outcome: The Next Generation of Programmatic (Bonus, 12pm PT)

David Simon, CMO of Steelhouse

As the next chapter of programmatic advertising begins, connected technology is ready to make millions of simultaneous decisions a minute, automatically moving ad dollars across channels, formats and publishers. Join our webinar to understand how dynamic, fully optimized ad plans that value outcome and sublimate the meaning of audience are the future of programmatic advertising.

Day 5: Tracking Conversions

Tracking Conversions That Matter: Aligning Your Business Goals With Your Digital Strategy (Beginner, 8am PT)

Zack Bedingfield, Search Engine Marketing Manager at CallRail

There isn’t a one-size-fits-all solution for conversion tracking. Learn how your conversions goals differ between your landing pages, what kind of data you can pull from different conversion types and which on-site conversion actions you should be tracking.

Going Beyond Leads: Full Funnel Tracking from Leads to Revenue (Intermediate/Advanced, 10am PT)

JD Prater, Head of Customer Acquisition at AdStage

Learn how to track your campaign performance data from leads to revenue and how to use this data to optimize your maximum return on advertising spending (ROAS).

Delivering ROI with LinkedIn Demand Generation (Bonus, 12pm PT)

Tyrona Heath, Agency & Partner Education Program Lead at LinkedIn

B2B marketers are feeling the pressure to use complex data, but this can be pretty challenging. Learn how to use LinkedIn Lead Gen Forms and LinkedIn Matched Audiences to get more ROI from your LinkedIn campaigns and get tips for improving your campaign’s success.

Are you in?

As mentioned above, join in for every webinar, a select few, or simply sign up to get the recordings and geek out on PPC, Netflix style. You’ll come away with more than a few Golden Idols in the form of actionable insights you can really use.

And no snakes, Jones, we promise.

Get your free pass to PPC Week

Once you sign up, we’ll send you a confirmation email. We’ll email you the agenda and webinar links a week before the event so you can access the live sessions straight from your inbox on the day.
By submitting this form you expressly consent to receive Unbounce Marketing and PPC Week Partners content such as best practices, tips & tricks and ebooks. You can always unsubscribe at any time.

Read this article:

Join 14 Performance Marketing Experts for PPC Week, August 14-18

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Improving The UX Of Names With Vocalizer.js

We have all encountered names that are difficult to pronounce. Having a challenging name myself, I get different pronunciations of my first name, Atif, all the time. In order to solve my own naming problem, I built a Javascript plugin called Vocalizer. In this article, I will introduce what Vocalizer is and a few different ways to use it.

Improving The UX Of Names With Vocalizer.js

Earlier this year, I redesigned my portfolio website. During this process, I decided to add a feature that educated visitors on how to say my name. One day, I opened the “Voice Memos” app on my iPhone, tapped “Record”, and asked my wife to say my first name. Then, I embedded a small button onto the landing page after my first name. Clicking on that button would play the audio file of my name.

The post Improving The UX Of Names With Vocalizer.js appeared first on Smashing Magazine.

Link to article – 

Improving The UX Of Names With Vocalizer.js

Why Your AdWords Competitors Are Making More Money Than You

frog
Don’t go green with envy over the success of your competitors’ Adwords campaigns. Photo via Kaboompics.

I know, that’s a pretty harsh headline. But it’s true.

Some of your AdWords competitors are making more money than you.

Whether you’re trying to generate leads, get new SaaS users or make ecommerce sales, there’s an AdWords competitor out there who’s able to spend more than you to acquire new business while also making more money at the same time.

But here’s the good news: You can get much more from your modestly sized budget if you’re willing to look at things a little differently.

Let’s take a look at the four biggest things you need to change:

  1. You complain about lead quality, but haven’t adapted your offerings
  2. You’re obsessed with your conversion rates, but not your sales rates
  3. You’re getting conversions, but your sales game is weak
  4. You’re getting sales, but you’ve never tried increasing your prices or upselling

Let’s dig in.

1. You complain about lead quality, but haven’t adapted your offerings

If you have an AdWords campaign that’s serving you well, you may be tempted to pump more money into it.

But don’t assume that more traffic = more conversions.

Your AdWords traffic is composed of a colorful bunch of people with a different set of needs and dramatically different budgets.

There’s nothing you can do to change that.

All you can do is adapt your offerings.

Consider how Google has three different products to choose from when it comes to PPC:

adwords options
Which one are you using?
  • Small mom-and-pop shops may get by with Google AdWords Express where not a lot of customization is needed.
  • Smaller to medium sized businesses might have all their needs met with regular Google AdWords with ad scheduling and keyword targeting.
  • Enterprise level companies might only want to use DoubleClick because of the additional abilities like bidding separately for tablets or access to other ad networks beyond regular Google Search and Display.

With our PPC and landing page agency, KlientBoost, we know we don’t want to work with every single lead that comes through our door. We only want to work with companies that fit our requirements (like a certain amount of ad spend per month).

And in the beginning of our agency journey, we were throwing a ton of leads away since all we cared about was signing up people for our month-to-month services, our biggest bread winner.

I felt like Captain Ahab chasing around a bunch of Moby Dicks.

Captain Ahab
Costa Mesa, CA — that’s where our boat is docked, and our office.

But we all know that whale hunting is ridiculously tough on the shoulders (and illegal). Plus there are way more sardines than whales in the ocean.

So how could we profit off those sardines smaller fish?

Since our lead volume kept growing from our marketing efforts, I had to do something different to take advantage of those fish.

So I started experimenting.

What if the people who can’t afford to work with us on a monthly basis could still get help from us?

With that “Aha!” moment, we introduced one-time growth packages where we helped clients set up their AdWords account and landing pages, and then handed them the keys to run it.

We didn’t create new ads, landing pages or change anything in our PPC accounts. Because someone searching “PPC agency” could have a budget of a $1 million a month or just $100 a month.

Fast forward two months and we’ve made $32,500 from that one decision change. Money we’d otherwise have missed out on.

And these new packages then give us the opportunity to potentially work with those customers on a larger scale when they can afford our month-to-month services.

stripe
Here’s a quick look at our Stripe history with some of those recent charges. Not bad if you ask me!

So even if you get conversions from people who are ready to buy, but can’t afford your solution, what are you doing to get their foot in the door?

Have you considered offering them something of complementary value to your core offering?

2. You’re obsessed with your conversion rates, but not your sales rates

If you are doing a good enough job getting AdWords traffic, then trust me, it’s not the quantity of the conversion you should be worried about, it’s the quality of those conversions.

You’ll want to make sure you track and qualify your conversions fast enough to understand if they’re worth spending time on (especially if you’re trying to generate leads).

Let’s use LeBron James as an example. On the surface, some AdWords keywords and display placements could be looking like a superfly LeBron James in a golden leotard with fancy dance moves (getting a ton of leads), but on the back-end, they’re not getting you enough championships (a.k.a. sales).

LaBron James
Don’t be fooled by the pants and fancy dance moves. Image via Giphy.

What your competitors already know is to track the entire process from click to close (first AdWords click to you actually making money) and optimize off of sales, not leads.

If you’re trying to generate leads, your competitors might already know which keywords have the highest sales rates (from paying over the phone), not just conversion rates (from converting on the landing page).

And that’s where your competitors are laughing all the way to the bank.

The flashiness of leads (and golden leotards) inside your AdWords account has you focused on getting more, without realizing that you could cut your budget in half and still get the same amount of sales.

But how do you do that?

The secret is called ValueTrack parameters, and it’s a URL parameter string you can append to your final URLs inside the tracking template field of your AdWords account.

ad builder
The “Ad URL options” field is where you want to add those parameters.

You can custom create your own URL parameter string or adopt what I recommend below:

lpurl?GA_network=network&GA_device=device&GA_campaign=campaignid&GA_adgroup=adgroupid&GA_target=target&GA_placement=placement&GA_creative=creative&GA_extension=feeditemid&GA_keyword=keyword&GA_loc_physical_ms=loc_physical_ms&GA_landingpage=lpurl

Next, you’ll want to make sure your landing page form has the hidden fields (like GA_network, GA_device, etc.) to capture that info along with the form fields the visitor is filling out.

This URL parameter string that you add to your AdWords ads will help you see which networks, devices, keywords, campaigns, etc. that your conversion came from and how much money that conversion meant for you.

hidden field data
Here’s what that hidden field data looks like inside Unbounce.

In the world of lead generation, let’s break this down with a hypothetical example:

Keyword #1 = 20% lead conversion rate and a 10% sales rate

Keyword #2 = 10% lead conversion rate and a 50% sales rate

If you were only tracking lead conversion rates, then you’d think keyword #1 is performing better because of the higher conversion rates and lower cost per conversion.

But if you do the math, it’s keyword #2 that’s making you more money.

Keyword #1 = 1 lead for every 5 clicks (20% conversion rate), 1 sale for every 10 conversions (10% sales rate). 50 clicks = 1 sale.

Keyword #2 = 1 lead for every 10 clicks (10% conversion rate), 1 sale for every 2 conversions (50% close rate). 20 clicks = 1 sale.

As you can see, not tracking the quality of your conversions can be detrimental.

Even without a fancy CRM, you can quickly backtrack and see which areas in your AdWords account are bleeding money. Better yet, increase bids on the keywords and placements that are giving you high quality conversions to get more of them.

3. You’re getting conversions, but your sales game is weak

Did you know that it takes on average between five and 12 touches of following up with a prospect before you close them?

But I’m not talking about manually spending more time emailing or calling prospects.

Because how many times have you complained about not being able to get a hold of your form leads?

Let me guess — quite a bit.

What you do after they convert matters just as much as what you did before they converted.

If your AdWords competitors are smart (and I know some of them are), then they already have an email nurturing program in place to drip value on their leads.

baby chimp
You know, to keep their prospects engaged, fed and happy.

And while some of your competitors may be bigger than you and have more money, there’s absolutely no reason why you can’t do the same.

For our PPC agency, here’s what our workflow looks like when we’re trying to give someone a custom proposal:

Email 1 What our proposal looks like
Email 2 AdWords screenshots of ongoing monthly improvements
Email 3 Monthly service or one-time package
Email 4 Custom goal setting ideas (scale or get lean)
Email 5 Links to our partner webinars
Email 6 Podcast/interview links (showing thought leadership)
Email 7 Case studies from current clients
Email 8 Call to action of getting a proposal
Email 9 New AdWords screenshots of improvements

The goal of each email is to showcase our skills and the features and benefits we can bring to prospects and their business.

We were super impressed with the continuous open rates (50% average throughout the entire sequence), but even more blown away to see that leads we’ve never heard from initially didn’t reply to us until they got the sixth email (out of nine total).

Which, funny enough, is a link to the podcast I did with the peeps here at Unbounce

email campaign
Here’s a snapshot of our first four drip emails.

So if you’re spending precious dollars on AdWords, how are you making sure that none of your conversions are going to waste?

If you think you can afford to have a “lead nurturing program” that’s made up of only two phone calls and one email, then you’re wasting your time and money.

Because it takes much more effort these days to to turn a conversion into a sale, you need to equip yourself with the tools that sales professionals use on a daily basis.

Here are a few to help you out:

MailChimp

MailChimp is one of the easiest email automation tools out there.

If you can map out five emails that would bring value to your prospects, then turn them into a MailChimp automation workflow.

The goal of MailChimp will be to get your prospects to take a specific action. In our case, it’s a simple response that they want a proposal from us. When that happens, we move them over to Yesware.

Yesware

Yesware is a Gmail tool that helps you track email opens and gives you the ability to automatically remind yourself to follow up with leads after a certain period of time.

Once someone has replied to us via MailChimp, we put them in Yesware as they’ve now moved into our sales funnel.

Yesware helps us track who opens our emails and reminds us to follow up with prospects too.

Autopilot for LinkedIn

Autopilot is a cool tool that allows you to “autovisit” the LinkedIn profiles of your prospects. You set the criteria and the tool will notify your prospects that you visited their profile.

For us, this acts as great touch points without having to manually visit profiles every day and helps us look like we’re everywhere when someone is considering working with us.

IFTTT

IFTTT stands for “if this, then that,” and it allows you to automate some of your lead nurturing touch points.

Let’s say someone comes through as a lead on your landing page. You can then use IFTTT to connect with them on Twitter and LinkedIn (if the emails match) with a certain amount of time delay.

This will make you look like you’re going the extra mile compared to some of your competitors (who your lead could be talking to) to really want to work with the lead.

But don’t take my word for it.

I spoke with Sujan Patel from ContentMarketer.io who gave me a new perspective on the focus of nurturing:

When someone decides to become a lead it means they’ve decided to “explore” or find out more, not purchase (you made a good first impression). Lead nurturing keeps you top of mind (or close to it), builds credibility, trust and helps you passively demonstrate your value.

The same thing applies to AdWords traffic.

If someone finds you via PPC, then they also know they have 10 other options (the 10 others search ads on Google) that they need to explore and will most likely compare all the options.

If you’re fortunate enough to get a conversion, then you must strongly consider the nurturing part as well. Because sometimes, there’s a big gap between getting a conversion and actually making money.

4. You’re getting sales, but you’ve never tried increasing your prices or upselling

I remember my first PPC client.

I just got back from a pitch at a local crossfit gym in Newport Beach and I recall how nervous I was that I nearly sputtered out my price when they asked.

“Uhmm… That would be uhh… $250 a month for everything we talked about, which includes keyword bidding, ad testing uhmmm… negative keywords…”

I felt like I had to defend myself, even though they were clearly interested.

Right after the meeting, I went straight home to my bed and fell asleep because I was so emotionally drained.

Then — to my surprise — when I woke up, I had a PayPal notification showing that they’d paid.

Since then, we’ve increased our average price to be almost twenty times what it was back then.

And it isn’t because we’re trying to keep up with the rate of inflation.

It’s because we know, just like your competitors know, that if our profit margins are high enough, then

  • we can spend more money to acquire a client,
  • we can be okay saying no to more of the smaller fish
  • and we’ll have more time to work on the results for our Moby Dick clients so that we can retain them longer and make more money.

Now I know that raising prices can be a scary thing, especially when you might alienate people who aren’t willing to pay what you ask.

But consider the obvious negotiation tactic of starting high and then going low.

You’ll be surprised how many people are okay to pay what you charge, even if you double your pricing on your next sales call.

And when you do, don’t stop there. Be a greedy pig goat.

baby goat

Because as soon as you have a customer that’s already paying, they’re 50% more likely to buy again compared to brand new prospects.

Another tactic to consider is the upsell. GoDaddy gets aggressive with its upsell, even before you’ve bought anything:

godaddy upsell
Sure, I’ll take .net, .org and .info.

So when it comes to paying a decent amount of money for all your AdWords clicks, strongly consider what you can do increase your prices without increasing your resources.

So what’s next?

Now that you’ve been spending the last couple months improving your AdWords metrics and landing page conversion rates, I hope you have a stronger incentive to learn about the other improvements you could be making (both during and after conversions).

In the long run, the changes above will improve your bottom line from other marketing efforts. It won’t be long until you can’t even see your AdWords competition in the rearview mirror.


Read the article: 

Why Your AdWords Competitors Are Making More Money Than You

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The Battle between Short and Long Pages Continues. Guess which Scored a Point.

I think I should make a series of all the A/B tests that I have personally come across in which removing a certain element worked for one company, and adding that same element worked for another. (To understand what I mean by element, you should read this post.) After all, every business is different. And so are their target audiences.

Few months back, I came across this wonderful test in which an SEO company went from a content rich page to one with only a form and headline texts, and improved their conversions. I was intrigued, and curious to know the science behind why such pages work, and why even giants like Facebook, LinkedIn and Quora have bare minimum homepages. I have added my findings about why they work, and what the challenges of such a page could be in the same post. Do give it a read.

In fact, we, at VWO, were so inspired by this test that we decided to give it a shot. And hey, have you checked our homepage recently? And may I add, it’s working well for us as well.

For today’s case study, I have a test the bang opposite of this!

The Company

PayPanther is an all-in-one solution for free Online Invoicing, CRM, Time Tracking, & Project Management software for freelancers & businesses.

The Test

PayPanther wanted to test between a long and a short version of the ‘pricing and signup’ page. The first time they made this page, they believed that a shorter page would drive more signups as there would be lesser distraction and content to read. In this test, they setup the original page to be pitted against a page which had 3 more sections: FAQs about pricing, testimonials, and another call to action button asking people to sign up.

This is how the original looked like:

Before

And this is how the new page looked:

After

The test was run for a month on about 1000 visitors and the variation, containing FAQs and testimonials, won! It recorded an increase of 372.62% in signups.

Thrilled by the results, PayPanther has implemented this longer page as their default “pricing and signup” page. They even plan to do further tests to find out the most optimum headlines and button texts.

Why the Variation Won?

  1. The FAQs section answered the common doubts and concerns the website visitors had. It, thus, created a sense of credibility and trust.
  2. Adding testimonials work, always. I am yet to see a test in which adding testimonials hurt conversions. You can look at this, this, and this case study for examples. Of course, they have their own rules and to use them effectively, I suggest you read this excellent post to get the most benefit from testimonials.

Let’s Talk!

Tell me know what you think about this case study. Have a similar test that you did on one of your webpages? Let’s talk about it in the comments section below.

Spread the awesomeness by sharing this post with your network on Twitter, Facebook and LinkedIn.

The post The Battle between Short and Long Pages Continues. Guess which Scored a Point. appeared first on VWO Blog.

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The Battle between Short and Long Pages Continues. Guess which Scored a Point.

Great Products Focus On A Motif

What does it take to craft a great product? For those of us who design and build apps, websites and software, a great product means one that delights its users. But digital product development is a complex beast.
Delivering a successful product requires multidisciplinary teams to efficiently work through varying opinions and conflicting views and, ultimately, to gather behind a common vision with a focused plan. This is a challenging act of team management and collaboration, requiring such audacity that it’s no surprise that the average success rate of a startup bringing a new product or service to market is one out of four.

See more here: 

Great Products Focus On A Motif

Meet the Team Pages: Examples and Trends

In any industry where the people behind a company are as important as the company itself, you’re likely to find a kind of expanded “about” page that includes information on individual employees. “Meet the Team” pages are popular among web design and other creative firms, but are also found on sites within various other industries. These pages are a valuable addition to any site where human contact is an important part of the industry.

Original article:  

Meet the Team Pages: Examples and Trends

Corporate Blog Design: Trends And Examples

With tens of millions of blogs online today, major corporations have started to recognize the value of a corporate blog for communicating with customers. However, corporate blogging is far different than the more traditional blogging that most of us encounter on a daily basis. Corporate blogging brings its own unique set of challenges and opportunities that must be considered and addressed by the company in order for its users to have a positive experience.

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Corporate Blog Design: Trends And Examples