Hurrdat Answers: What Does Your Life Look Like in a Parallel Universe?

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This post was shared by HurDat.

Have you ever wondered what your life might be like in a parallel universe? Maybe you’re more courageous and you do the things you’re too afraid to try in this universe. Maybe you followed your childhood dreams and became a full-time princess astronaut. Maybe you helped the world avoid a global pandemic (If only, right?). Or maybe you’re a scary doppelgänger who’s actively trying to hunt down and replace yourself.

We asked members of the Hurrdat team what they envision for their parallel selves in a parallel universe. Here’s what they had to say…

Alli Hipsher, Graphic Designer

If I were to imagine what my life currently looks like within a parallel universe, I would say that I am, in fact, already living in that one right now. I was born and raised in Nebraska, but I moved away to Kansas while I was still very young. Only a year ago did I finally return to Nebraska, where most of my family is and where I currently work.

Growing up in Kansas for a decade but still considering Nebraska to be home for so long made it very exciting for me to come back to be surrounded by things I vividly remembered as a child. And now that I’m here, everything seems to be the same…but also totally different. It’s much smaller in scale than I recall, and there are more places to explore around me outside of the zoo or children’s museum. It’s almost as if the moment I moved back, I crossed over into a parallel universe and left the old one—the Kansas one—behind.

I would have to say that this parallel universe is more suited to me, especially now as an adult, as I’ll always feel more grounded here. If I were ever to move away from Nebraska again, I imagine it would open another parallel universe for me to step into—that is, until I decide to return to this one again because this feels like the main one, and I think it always will be.

I have so many fond memories of this state—Omaha specifically speaking—so I’d like to say this version of me is probably one of the better ones out there. It helps to be able to look out my window and see real hills and huge trees (Those don’t exist where I lived in Kansas), as well as slightly better seasons!

Chelsea Miner, Content Strategist

Assuming there are an infinite number of parallel universes, the most interesting version of myself probably exists in the one where I’m a cow-girl. Not a cowgirl, as in a girl who herds cattle, but a human girl who was raised by a herd of cattle.

Once, when I was a small child, I ran away from my grandmother’s house. It was Thanksgiving, and I had gone over to her house early in the day to help out before everyone else arrived. But when we were done, I got bored. My house was only about a mile away, and since we all lived out in the middle of nowhere, I didn’t have to worry about stranger danger if I decided to walk home alone. So I did.

While my grandmother was in another room, I slipped out her front door and began what felt like a very long journey home. Given that this was out in the country, I was walking alongside a dirt road with a corn field on one side and a pen of cattle on the other. I was about halfway home when I started to get very unnerved by the way the cows were looking at me. As cows do, they just stood still and stared. And despite growing up in the country, I was suddenly petrified.

In this universe, I sat down and cried until my grandma came and got me. However, I’d like to think that in a much more interesting universe, the cows adopted me into their herd, and I assimilated to the bovine culture—Julie of the Wolves style.

If cow-girl Chelsea is out there somewhere in space time, I hope she’s doing well and that eating grass all the time isn’t getting too boring. Then again, I’m also a vegetarian in this universe, so maybe we aren’t so different after all.

Christian Andrew, Social Media Strategist

In eighth grade, my reading teacher had all of us write a letter to the soon-to-be high school graduate version of ourselves that we would open on graduation day. In that letter, 14-year-old Christian said that he would probably be getting ready to be drafted by the Celtics but would settle if it was just the Lakers. Those dreams were quickly killed when the NBA instituted its one-and-done rule shortly after I wrote the letter.

The truth is that I’ve been terrified by the parallel universe question since I watched the “Mirror Image” episode of The Twilight Zone. In it, a woman is waiting at a bus stop. She begins to experience strange things: People who she’s never talked to saying that she’s spoken to them, her luggage mysteriously moving around, and seeing a duplicate of herself in a mirror.

After fainting, she tells the people attending to her that she believes she has a doppelgänger who arrived here due to two planes of existence converging, and that her doppelgänger can only survive by eliminating or replacing her. I won’t ruin the rest, and I left a lot out, but you should check out that episode if you like Jordan Peele’s Us.

Long story short, I don’t know what I’d be doing in a parallel universe, but I do know that I’m more likely to fight another version of myself in this one than ever start at forward in the NBA.

Nick Castner, Development Coordinator

Growing up, my dad worked for the outdoor retail company, Cabela’s. He was involved in opening new stores, which caused us to go to a different Cabela’s location weekly. We would change routes on family road trips to maximize the number of store locations we could visit.

Whenever we entered a Cabela’s, my dad was laser-focused on speaking with cashiers, shoe salesmen, or managers. Before beelining it to the employees, he would give us $10 to feed into the arcade game “Big Buck Hunter.” Having Big Buck Hunter as a babysitter allowed me to become wicked good at the game. In a three-game series, I haven’t been beaten in over ten years. However, I’ve never played competitively.

In a parallel universe, I pursue a career in Big Buck Hunting. The Big Buck World Championships take place every year in Vegas. Most competitors qualify through the Big Buck Hunter loyalty card that’s scanned on the machine before games. Instead of qualifying through this normal process, I imagine my pathway would look more similar to Jack Dawson winning his ticket onto the Titanic.

Once in the tournament, I soon would garner respect from the Big Buck Hunting community. After a few years competing in and winning the championships, I would leverage my stature to advance the sport of virtual hunting. My team would develop programs for underprivileged youth, bring additional machines to rural areas, and create a competition circuit of our own. We would then monetize this community of like-minded Big Buck Hunters by hiring Hurrdat Media to create digital products like podcasts and YouTube channels.

Hurrdat Answers is an ongoing series of interviews with Hurrdat team members. Check back for more!

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How to drive customer value with collaborative product development

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This article was sourced from by MOZ.

Product development and marketing don’t happen Mad Men-style anymore. Customers don’t want to be told what to like—they want to tell you what to build.

Collaborative product development aims to involve customers—as well as employees and industry partners—in the product creation process and beyond. Have you ever had a quick Zoom chat with a partner about your service? Have you left a message on a Figma mockup before? Or received a product idea from a customer? Then you’ve already done collaborative product development.

As a SaaS content marketer, I’ve worked with all sorts of companies who’ve used collaborative product development. Here’s how to lean in to that strategy and drive value with the help of your customers, your colleagues, and your partners.

1. Leverage your customers

Your customers are the market, so having a customer-centric strategy is an obvious choice. Even things like social listening and logging customer feedback are forms of collaborative product development, but there are other, more proactive ways to get your customers involved as well.

The best way to have your customers involved in product development is by having them actually come up with the products. It means a much briefer market validation period because the solutions originate from your core customer stakeholders—that means you can consider them pre-validated.

You can do this in a pretty low-touch way by sending a one-off survey via email or running a poll on social media to find out what people would like to see developed next. But there are also ways to be a bit more intentional: user interviews or a full-on program for customer involvement.

User interviews

Ross Chapman, Head of Design at Obodo, swears by user interviews: “We run a minimum of five user interviews and observe product walk-throughs for each project,” he told me. “Given that they’re the ones that are going to be using the product, it makes sense to get them involved with the CPD process as early as possible.”

They then test prototypes with users midway through the design process, offering the team a valuable validation point. Ross continued: “We prefer to mock up prototypes and watch the customers use them first to see what they instinctively do. Then we take all our learnings and use the most important ones for our second version.”

AutoLeadStar, a niche industry software company that helps car dealerships nail their marketing, uses a similar strategy, getting feedback from their customers through each product iteration: “It starts with the vision and core concept of the product, and it continues through Alpha and Beta stages, all the way to release and market feedback,” says Eliav Moshe, co-finder of AutoLeadStar. And the results speak for themselves: Eliav said that this customer involvement has led to stronger product-market fit.

“It’s not just about market surveys anymore,” he told me. “It’s about having in-depth conversations with your client base, so you can always be bringing solutions to the biggest pain points.”

Customer program

If you want to go even deeper, you can create a full-on community for customer involvement in product development, even building some sort of customer advisory board.

That’s what Oliver Charles did, and their customers had a huge part in determining how their first product—a crew neck sweater—would look and feel. And IKEA did this on a broader scale in 2018 with its “co-creation” platform, where it would include customers in all phases of product development, having them do things like sending photos of problem areas in their homes and suggesting solutions.

LEGO’s platform takes it one step further. You can submit ideas, and if enough people vote for them, they’ll actually get developed and sold. (You need to score 10,000 votes from supporters and pass the expert review stage to be considered.)

A screenshot from LEGO, showing people's creations

Companies with enough of a fan base could reap the most benefits from this kind of crowdsourcing. The voting system acts as an early assurance of the product’s success, and you’ll also get valuable data about audience interests and trends.

Regardless of how you involve your customers in the process, if there’s a chance you’ll be using their ideas, be sure to set up some basic legal guidelines, especially when it comes to copyright (e.g., what happens if a customer comes up with the next big thing?).

2. Leverage your colleagues

Sales teams, customer support teams, and on-the-ground employees have a ton of insight into customer pain points, which means they’re a great resource for collaborative product development.

Ideally, you’ll have feedback built in to your everyday processes—think comments on wireframes and collaboration in GitHub—but there are a couple other things you can try as well.

Hackathons

Tech companies love to host internal hackathons, where people from across the company get together to come up with ideas and even build prototypes—in a day.

Claravine, a campaign and content data management platform, is a great example. “We have quarterly company-wide hackdays with cross-functional teams working on a variety of product development projects,” says Chris Comstock, Chief Product Officer at Claravine. “Sometimes these prototypes go on to our roadmap for further development as they provide added value to our customers.”

If you don’t have the flexibility to run a full-fledged innovation competition, you can simply give your staff more autonomy in their day-to-day operations. By letting them know that experimentation is valued, you’ll create an environment that naturally fosters collaborative product development.

Dogfooding

Dogfooding means using your own product or service—most companies, especially in SaaS, do it naturally.

360Learning, a collaborative learning platform, does this exact thing. “Just like our clients do, 360Learning employees can use reactions, comments, upvotes, and forum discussions to address any bug issues or ideas for product improvement,” says Robin Nichols, Managing Editor at the company.

But it’s not enough for employees to just use your product or service—they need to also give intentional feedback about it. There should be an obvious place to report issues and offer feature ideas, and after product launches or updates, there should be a launch-specific feedback spot, whether it’s a live meeting or asynchronous collaboration.

Getting feedback from your colleagues, whether it’s through hackathons, dogfooding, or something entirely different, has the added benefit of creating a more engaging environment for employees, which can improve productivity and reduce turnover.

3. Leverage your partners

A lot of businesses shy away from collaboration and knowledge sharing with industry partners for fear of spilling company secrets. But if you do it right, your team could walk away with a tremendous amount of new insights, new industry contacts, and even a new lead or two.

And we’re not just talking about co-marketing here—this is full-on co-product development.

Take Airbnb and Flipboard: they teamed up in 2017 to co-create and co-promote Trips (now called Experiences), which allowed Flipboard users to find Airbnb hosts based on their interests. The campaign included special magazines on Flipboard (created by Airbnb) that highlighted Experiences in cities around the U.S.

A screenshot from Flipboard

Claus Enevoldsen of Flipboard wrote this about the partnership: “As with any good partnership, we set out to create a win-win program. Airbnb was looking to reach a qualified audience and create awareness around Experiences. At Flipboard, we were looking to create meaningful engagement for current readers, while giving people who had not used the app in a while an incentive to check out the service again.”

The collab was a win-win indeed. Their case study says that Flipboard generated 4.2 million Page Flips and drove some 38K visits to Airbnb (with a 9% click-through rate). Aibnb’s Flipboard profile also garnered 29K followers, which left the door open for future collaborations.

You can start with a more basic affiliate program, and then, once you know which partners are the most aligned with your values and goals, start brainstorming on collaborative product ideas.


Ultimately, creating an environment that fosters inclusive communication, both internally and externally, will absolutely have a positive outcome. Keep your mind open for input from all directions—and you might strike gold. You never know which collab will generate your next breakthrough.

This was a guest article from Mark Xavier Quadros, a SaaS content marketer that helps brands create and distribute rad content. Want to see your work on the Zapier main site? Read our guidelines, and get in touch.

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How Icebreaker uses Zapier and Wufoo to get close to customers

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This post was shared by MOZ.

Not many businesses trace their origin to a chance encounter with a merino sheep farmer.

But that’s exactly how Icebreakerwas born. The clothing brand’s founder, Jeremy Moon, discovered merino wool in New Zealand in the 90s and realized it was a perfectly natural alternative to the synthetic material most outdoor clothes are made of.

The wool is biodegradable, lightweight, and comes from a very fluffy (but very strong) breed of sheep who live in New Zealand’s rugged Southern Alps range. Every time merino sheep (which sprout four to five pounds of wool every year) get a harmless haircut, their fleecy locks are the main ingredient in this outdoor clothing.

As Icebreaker grew, so did the Icebreaker team. Joshua Claassen, who joined Icebreaker over three years ago, was the company’s first UX designer.

“Being dropped into a team where I was the only expert in my area was both liberating and incredibly daunting. I was the guy that spoke for the customer.”

The challenge: Managing—and deciphering—thousands of forms

Today, Joshua says he’s no longer the only voice for the customer. That’s because Icebreaker has a direct line of communication with their customers thanks to Wufoo, a tool to create no-code, customized forms in minutes.

“We have a plethora of Wufoo survey forms that we use on icebreaker.com to collect feedback from our customers about their shopping experience with us,” Joshua says. “It’s a gold mine for customer feedback, but we also needed an efficient way to get the information out of Wufoo and into a digestible format for everyone on the team.”

“For each and every form we’d have to export and format and filter and organize and sometimes translate to English… it all took far too long. In reality what that led to was the customer’s voice only being heard about once a month, if that.”

Joshua says his team wanted a way to automate that entire process—that’s how he stumbled upon Zapier.

The antidote to a hairy problem: Zapier

Now, every time a customer submits a form, Zapier sends the information to an Excel sheet and notifies the right people in their team chat app.

It’s helped elevate and transform how we talk about our customers and what initiatives we prioritize simply because EVERYONE on the team hears our customers every single day.

Joshua says: “With each submission, we get the information sent to an Excel document with just the data we need (including translated comments). That in itself is amazing, but the real game-changer for our team is getting notified in Slack.”

By sending customer comments directly to Slack, the team can start discussions, raise any red flags, and fix bugs right away.

This is how Icebreaker’s Zaps work:

  1. A Zap triggers when a customer submits a Wufoo form on Icebreaker’s blog.

  2. A filter step takes out submissions that don’t have comments.

  3. Submissions that aren’t in English are sent through a Filter by Zapier step.

  4. Comments that aren’t in English are then translated with a Translate by Zapier step.

  5. The translated comments are then sent into the team’s Slack channel, along with what region the comment came from and what rating they submitted with it.

  6. All the comments and accompanying data are also sent to a new row in an Excel sheet.

  7. Icebreaker’s customer service team is also notified in Slack if a customer wants to be followed up with.

Bringing the brand closer to their customers

A drove of Merino sheep ambling across New Zealand

Joshua says that Zapier’s value goes far beyond time-saving.

“It’s enabled us to do things that we would have never been able to do, even if we had a person doing these tasks full-time.”

Not only does he have the time (and headspace) to focus on other initiatives, it’s also brought him closer to his customers, which has a positive impact on his work.

“Now, the whole team can get a sense of what our customers are saying (down to the second they say it) without having to wait for some poor soul to export and collate dozens of reports every month from Wufoo. We’ve never felt closer to our customers than we do now.”

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Why you should build a customer advisory board

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This post was sourced from by MOZ.

When we first started Oliver Charles, we had zero experience in fashion. Neither my co-founder nor I had gone to design school, we’d never worked in fashion, and to be perfectly honest, we weren’t that fashionable. So when it came time to design our first product, a crew neck sweater, we decided the best path forward was to ask other people what they wanted.

The next day, we added a page to our website that said: “Help us design the perfect sweater.”

And that’s how our customer advisory board was born.

What is a customer advisory board?

When you’re developing something from scratch, whether it’s a new business, a new product, or even a new feature, there’s a chicken and egg sort of moment. What comes first: the product or the user? How do you get users without a product, and how do you know the product is worth developing without users?

That’s where a customer advisory board comes in handy. Simply put, it’s a way to get people interested in your product before it exists while also validating its existence. A good customer advisory board is one part community and one part feedback loop.

So how does it work? That depends. In our case, it was a series of activities ranging from taking surveys to getting things in the mail to testing the first versions of our product. A different fashion business, Betabrand, created a full-blown platform where customers can communicate with each other, share ideas, and give feedback on future products.

I’m a firm believer that any company, big or small, can benefit from a customer advisory board—it’s just a matter of designing one that fits your needs.

Know your goals

Start by asking why you need a customer advisory board. Are you trying to create a community? Do you need product testers? Are you trying to build an email list? Whatever it is, figure out what you want before communicating with potential members.

At Oliver Charles, we had the following goals (in order of importance).

  1. Learn what kind of sweater people wanted

  2. Develop a relationship with our customers and create superfans

  3. Build an email list ahead of our crowdfunding campaign

  4. Get user-generated content and social proof

  5. Create a mechanism for viral growth

Your goals can—and should—change over time, depending on where you are with your business. For example, in the beginning, it was more important for us to engage with customers on a personal level. Then, once we got our prototypes, our focus shifted to user-generated content.

Know your value

To get people on board (literally), you need to figure out why they should care. How will they benefit from being a member? Don’t limit yourself here—it can be any number of reasons, both tangible and intangible.

For example, we promised members of our customer advisory board exclusive discounts and early access. The discount is a tangible benefit; the exclusivity is intangible. On top of that, our messaging centered around the fact that they’d be helping design a product they’d actually want. This encouraged members to continue to engage with us as we worked toward the same goal: designing the perfect sweater.

Here are a few reasons people might join a customer advisory board, but make sure to think specific to your business as well:

  • Discounts

  • Free products

  • Early access

  • Exclusive content

  • Co-marketing

Create a system

How people apply to join your board will depend on your goals. For example, if your main goal is email capture, then you want to lower the barrier to entry so you can get a lot of people interested. If your main goal is creating superfans, then raising that barrier to entry might make more sense. For Oliver Charles, a nine-question, mostly multiple-choice survey was a nice middle ground: just enough friction to attract folks who were committed to helping us but not enough to scare them away.

The CTA to join the board
We built our survey in Typeform and advertised it via a friendly button on our website.

Pro tip: if you go the survey route, include questions on your survey that you want to know the answer to. Since the application is the first step, it’ll have the highest engagement rate, so it’s a great way to gather info even from people who drop off later on in the process. For example, if you’re looking for user-generated content, make sure you ask for people’s social handles so you can get a sense of the kind of content they produce. Our questions were designed to help us understand what kind of sweater people wanted.

You also need to figure out what happens when someone indicates their interest. In our case, when someone submitted the form, Zapier automatically added them to our Klaviyo account, which triggered an email drip campaign that walked new board members through the various activities we had planned.

Zapier lets you automatically send information from one app to another, helping you reduce manual tasks. Learn more about how Zapier works.

But there are other ways you could do it.

  • You could set up a Facebook Group and communicate with members there.

  • You could start a channel on Slack or Discord.

  • You could launch your own subreddit (like Pistol Lake did).

Whatever route you go, automate the process so you’re not manually adding new applicants to your other apps.

Find the right people

The next step, and arguably the most challenging, is founding people to join. We had a pop-up on our website, but since driving traffic to your website is a massive undertaking, we also tried a couple other things.

Facebook ads

We spent about $25/day on Facebook ads that drove people to a landing page with a link to the application. Very straightforward. In the end, it cost us a little over $4/member. And when we launched, advisory board members ended up being worth about $6/member—so it worked.

Here’s an example of the ad we ran during the campaign.

A Facebook ad from Oliver Charles

Referrals

While we were running our Facebook ads, we also did some referral campaigns. You could either tag a friend on one of our Instagram posts or give us an email address, and we’d reward you with an invitation to our 1-week challenge, during which you could get a free sweater (more on that later).

Tagging a friend on Instagram worked much better for us than collecting email addresses. People were more likely to do it, and those that got tagged were more likely to join.

The email asking for referrals

Engage your board

Once you have a solid number of board members, you need to keep them engaged in order to reach the goals you set out at the beginning. We broke it down into five stages.

Stage 1: Introductions

We started by explaining what was to come and setting the tone for communication. The first email had two calls to action. The first prompted them to follow us on social media, and the second prompted them to unsubscribe, or as we called it, resign. Rather than hide the unsubscribe button, we made it big. We wanted to weed out people who weren’t interested and really put our messaging to the test.

The email giving people the option to resign

Stage 2: Product input and data collection

Next, we started getting members involved in the design process. We accomplished this through three pretty extensive surveys. We wanted people to feel like they were making an impact, and we wanted as much data as possible. We delivered each survey via email one or two days apart.

Survey #1: Demographics

The first survey was about the individual. Our goal was to build an archetype of our customers. So we asked about the types of brands they liked, what they did for fun, whether or not they lived in a city, and so on. Ultimately, we used many of the data points collected here to craft copy and create audiences in Facebook. You can take the survey yourself here.

The email asking people to take survey 1

Survey #2: Product information

In the second survey, we asked questions specifically about sweaters to understand people’s preferences. We asked about their favorite sweater, styles, fit, and more. Most importantly for us, we asked them about color preference—using only the colors we could actually make.

That’s how we decided on the first two colors we produced, and we still use this data to decide which colors to launch next. You can take the survey yourself here.

The email asking people to take survey 2

Survey #3: Brand information

From the beginning, we knew we wanted to build something for the modern professional. So in the final survey, we asked folks about their work lives, what they did after work, how they dressed for work, their work-life balance, and so on. We also asked them what other brands they admired, and to this day, we keep a close eye on the brands people mentioned. You can take the survey yourself here.

The email asking people to take survey 3

In the end, about 30% of advisory board members completed all three surveys. This worked pretty well for us, but there are plenty of other ways you could engage your advisory board:

  • Run discussion forums

  • Have people contribute to a collective Pinterest board

  • Ask people to vote on something each day

  • Host live roundtables or Q&As

The bottom line is that you need people to feel like they are making an impact while collecting relevant data.

Stage 3: Validate and reward

We wanted to show that the work folks did filling out the surveys was not for nothing. So we did our best to showcase the aspects of the product and brand that were directly impacted by the data we collected. For example, whenever we could, we highlighted the fact that our board members chose the colors.

We also wanted to say thank you, so we sent all our board members a handwritten note, a sample of our materials, and a measuring tape. This demonstrated our appreciation and also gave them something to talk about with friends and family. (Not incidentally, this is when we asked them for referrals.)

Making thank-you gifts

Stage 4: Personal connection

Next, we wanted to identify the most engaged members, so we asked people to get on a video call with us and chat for 20 minutes. There’s nothing more valuable than speaking with customers about what they like and don’t like about the product you’re developing. Plus, when someone has an opportunity to chat with the founder of a brand, not only do they become customers for life, but they also become superfans.

At the end of each call, we’d invite the member to join our 1-week challenge, where they could get a free sweater—we wanted to reward those who were most committed to supporting us.

Stage 5: The 1-week challenge and UGC

The 1-week challenge was a challenge for our highly engaged members to wear our sweater for a week straight. The goal was to get people to rethink how they buy and wear clothing—and to get feedback on our prototype. Each participant paid a deposit equal to the price of a sweater ($200). They were then asked to wear it for seven days straight, take a picture each day, and submit a video testimonial. If they did all that, we refunded them the $200.

A photo of someone making a video about the sweater

The 1-week challenge was the single most important aspect of our customer advisory board. We got valuable feedback on the sweater and received hundreds of authentic photos and videos of people enjoying the sweater, not to mention all the positive reviews.

Get people to buy

Once we officially launched, it was time to see how much our customer advisory board liked our stuff. The results? The board converted at around 4% and had a higher average order value (they bought more sweaters on average than non-members). When you pair that with the content and data we received, it was one of the best investments we made as a company.

Now that we’ve launched, we still run a customer advisory board—it’s just simplified. Rather than collecting data in broad strokes, we focus on what’s important at the time. For example, we recently used our customer advisory board to help determine what our next style should be. And now we’re running a customer advisory board to help design that next style, a V-neck sweater.

Please email me (slater at oliver-charles.com) if you have questions about building your own customer advisory board or would like to learn more about ours. I’d love to chat.

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Add automation to your human resource management processes

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This post was shared by MOZ.

Human resource management is a difficult job. From managing time off, negotiating salaries, booking meetings across time zones, setting up company retreats, and managing conflict, there’s a lot going on and the potential for things to slip through the cracks.

With Zapier, you can automate your processes. Connect your resource management tools, and you can automate the simple, day-to-day tasks. That frees you up to focus on the things that matter–the people, not the admin work.

Zapier lets you automatically send information from one app to another, helping you reduce manual tasks. Learn more about how Zapier works.

Automate your workflows from recruitment tools

A stack of hundreds (if not thousands) of resumes can be daunting, but with a hopeful person behind each dossier, it’s important to get back to them as soon as possible. That’s why a tool like Zapier can be helpful.

Automate the process around candidate selection and win back more of your time for analyzing and connecting with candidates.

Keep track of team goals

Using Workboard to track your hiring goals? Zapier can keep those goals up to date, so your team will know how your hiring and HR process goals are going.

Organize meeting notes and to-dos from team members

Especially in HR, it’s important to document and write everything down. But the process of transferring notes into actions can be cumbersome.

With a tool like Zapier, you can create tasks for team members in whatever app their team is using from your Evernotes or simply create personal tasks from your note-taking device.

Organize internal databases

Human resources teams have to handle databases with highly sensitive employee information. With information this important, it’s essential that it’s up to date and organized. Make the process easy on yourself with a few Zapier integrations. No need to involve more people, make your computer do the work and know data is accurate and easily accessible.

Make signing documents easy

While ink pens and paper may seem a thing of the past (especially in tech), signatures still hold weight and make business deals real. Simplify the process and automate with signature apps that let you sign documents with digital ink, and modernize this old-world aspect of business.

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AI for content marketing: How artificial intelligence is changing the game

SEO and General Business tutorials and tips.

This article was sourced from by MOZ.

AI is the future of marketing. You might not know it yet, but AI will be running the show in just a few years. It won’t be long before we are all interacting with smart machines that know more about us than our closest friends and family members do. Already, artificial intelligence is being used to drive sales conversions for companies like Zillow and Netflix. In this article, I’ll discuss how AI will change marketing as we know it by 2020!

I didn’t write that opening paragraph. It was written by GPT-3, an AI developed by Open AI. It’s original, unedited, pure output from a machine that reads and learns from all the knowledge we humans have placed on the internet over the last decade.

It’s not perfect, obviously—and not just because of the seemingly avoidable wrong year 🤦—but it’s still pretty impressive for a robot. Leave it to Elon Musk, one of the prominent backers of Open AI, to attempt to kill off a bunch of marketing industries in one fell swoop.

But really, it’s not that bad: robots aren’t coming for my job…yet.

What kind of marketing can AI do?

A screenshot from GitHub copilot

Artificial intelligence (AI) uses computing power and the amassed information on the internet to teach machines to model human-like output very quickly. That means marketers can use AI to do things like conceptualize new products, optimize SEO strategy, and generate new main site articles, images, and videos. While the AI doesn’t understand the language and information it’s parsing when it scours the web, it can effectively reassemble this information into original, meaningful content.

In content marketing, GPT-3 has found its way into all sorts of spaces:

  • Writing. Copy, content, and ads automatically written out just by inputting a few words.

  • Editing. Not only checking for grammar errors, but also rewording whole sections of text.

  • Video. Changing what a person says in a video by editing a transcript.

  • SEO. Advanced language parsing to help content producers rank their articles better.

  • Social. Posts and pictures created from long-form articles and automatically sent to your social feeds.

To date, GPT-3 is one of the most powerful AI models. According to VentureBeat, GPT-3 has a memory size of 350GB and 175 billion parameters. These parameters are what “teach” GPT-3 its language models, so when it comes to learning, the more parameters the better. To give you a sense of where this technology is headed, the new Google AI was trained on trillions of parameters.

While I’d like to think these robots don’t have job-stealing potential quite yet, the future of marketing is going to include them. Programmers can access GPT-3’s API using Python, which means there’s a lot of opportunity there. So it’s time to buckle down and learn how to use these tools effectively—not to replace you, but to empower you.

How good is AI in the content marketing space?

I’ve been experimenting with many of these AI-based tools since they came out. Some of them I found incredible. Others are ok, but definitely not “there yet,” especially given all the hype.

The issue when using AI for writing in particular is always quality—these are far from finished products. They can help writers move more quickly (creating a skeleton of an article, for example), but you’ll need to fact check the heck of it, look for weird logical fallacies that a robot wouldn’t grok, and then make it sound like a human.

Let’s take a look at an example.

What it looks like when AI writes

GPT-3 is a lightning-fast writer. For most of these AI writers, you feed it basic information about a story, describe what content you want the AI to write about, and even select the type of voice you want it to use. The AI will start spitting out text almost as fast as you can hit enter.

Here’s the input screen for the long-form writer in Jarvis, one of the biggest AI writing platforms. It’s pretty basic: you create a title, give a description of what you want the AI to write, and include some keywords.

The input of a content marketing AI tool

Once you hit go, the AI spits out your content. Here’s what the output screen looks like.

The output of the article

Not bad, but I absolutely can’t vouch for the accuracy of the “facts” in there. Also: is coffee’s popularity really what spawned the controversy (so dramatic!)? I highly doubt it.

Beware the Jabberwock

Sometimes the issue is even worse than just questionable accuracy.

Below is a bread recipe I asked Jarvis to write in the voice of the famous chef James Beard.

An AI-produce recipe

Notice that the amount of milk you add is weather-dependent. James Beard would be rolling over in his grave.

AI is also prone to writing complete nonsense—not like logic-based nonsense but actual non-language. Here’s an example of the AI describing how to play the game of Bingo:

Lots of gibberish in an AI output

There’s a potential here for marketers to use these technologies liberally without attention to detail and quality. But in a world where content is king, businesses can’t rank for a 400-word ramble on a subject, stuffed with keywords. Google’s SEO standard of expertise, quality, and trust (EAT) will weed out any low-quality garble, teaching people pretty quickly that AI can’t run your content marketing team.

In the end, our language, cadence, voice, and personality are what customers connect with. Most savvy customers aren’t just interested in information: they’re interested in information and emotion. What’s at stake here is value: both for you and your customers. So please…edit your AI.

Types of AI tools for content marketing

If, after all those warnings, you’re still willing to give it a shot, that’s great. I’m part of many AI writing Facebook Groups, and plenty of marketers swear by AI for their content output. So if you go in with the right expectations—that is, that you’re going to get speed, not quality—it’s a fun experiment.

Here are some of the AI tools available for content marketing. After doing a bunch of testing for my own content marketing business, I chose to list these tools because of their reasonable price (under $100/month), their unique offering, and whether or not I was able to get them to work as intended.

AI writing tools

Marketers can use AI writers for most writing tasks, including social media articles, ad copy, product copy, main site outlines, and even full main site articles.

Tools for both short- and long-form content

Tools for just short-form copy

Tools for longer-form content

AI editing tools

AI editing tools check for typos and help reword phrases and entire sentences by suggesting AI-written alternatives. They can also help implement brand content guidelines through smart style guides.

By the way, Grammarly thinks I should be more diplomatic about Elon Musk. Like I said: not perfect.

Grammarly suggesting I add "please" before "leave"

AI video tools

AI video tools can change what someone says in a video with a quick edit of the video’s transcript through a process called overdubbing. They can also do things like replace backgrounds around a subject, lessening the need for greenscreens and article-production editing.

AI SEO tools

AI tools for SEO help automate things like content briefs and headlines. They generate lists of topics to include in articles by analyzing the structure of the top pages in Google. They can also help with keyword research, topic clustering, and more.

AI social tools

Social AI tools create original articles from a brand’s existing content and help generate ideas for new social articles by “learning” what a brand is about.

These AI content marketing tools are already out there, and businesses, brands, and marketers that learn how to use them well—as a guide, not a hack—will be one step ahead.

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Beyond bookmarks: The 4 best read it later apps in 2021

SEO and General Business tutorials and tips.

This post was shared by MOZ.

Reading things online is more interesting than most jobs. It’s a big problem, and read it later apps are the solution.

If you stumble upon an interesting post, or if someone sends one to you, you can send the post to a reading queue. Then, when you’re done being productive, you can read everything you saved, all in one place. Even better, the posts are presented cleanly—all the sidebars and ads that clutter the modern web are stripped away. You can even read offline, if need be.

We considered over a dozen read it later apps, and after extensive testing, here are the four best.

If you’re just looking for a bookmarking app, which stores links to posts but doesn’t let you read them from within the app, here are our picks for the best bookmark and archiving apps.

What makes a great read it later app?

Read it later apps do one thing: store posts you intend to read later. This is different from bookmarking apps, which simply store links to those posts, and different from note-taking apps, which can be used for clipping posts but aren’t primarily designed with reading in mind.

So, what makes the best dedicated read it later app? I’m glad you asked. To us, the best read it later apps:

  • Let you save posts in one click. Ideally there’s a browser extension and a mobile app, but bookmarklets work in a pinch.

  • Download those posts for offline reading on your phone, tablet, eReader, and (ideally) computer for offline reading.

  • Offer custom typography and color schemes. At the very least there should be both a dark and a light mode, but the more options the better.

  • Make it easy to organize your archive of posts. Tags and folders are both great, and ideally you can also highlight things for future reference.

  • Work on as many platforms as possible. You need to be able to save an post on one device and read it on another, seamlessly.

We tested the fifteen most popular apps on the market using these criteria. Two—Pocket and Instapaper—rose to the top for all criteria, and we included two other apps whose unique features make up for the lack of breadth.

The 4 best read it later apps

The best read it later app for turning posts into a podcast

Pocket (Android, iOS, Mac, Chrome, Web)

Pocket screenshot

Pocket is the most feature-complete read it later app on the market. There are apps for every browser and mobile operating system you’ve ever heard of (and a few that you haven’t). A surprising number of apps also have Pocket integration built-in, thanks to a robust API. So, you won’t have any trouble sending posts to Pocket.

You also won’t have any problem reading those posts—they’re extracted cleanly and show in a clutter-free environment. You can also control how your posts look: there’s a dark, paper, and light color scheme, along with a couple of font choices in the free version.

Pocket is built for reading, but it can also read to you using a surprisingly lifelike text-to-speech engine. Tap the audio button in the mobile app, and your phone will read posts to you. The voices are passable, if a little robotic, and you can adjust the playback speed if need be. It’s the best way to turn an post into a podcast short of hiring voice actors, and perfect if you want to cook dinner or go for a walk while catching up on your reading.

There are also plenty of options for sorting your reading list after reading. The main reading list is meant for posts you haven’t read yet—you can archive things you’re done reading, keeping this list as an inbox of posts for later. You can mark archived posts as favorites for future reference, then organize them using tags. You can also highlight key phrases as you read, allowing you to reference them later.

Want to do more with your posts? Connect Pocket to your favorite apps through Zapier. You can create automated workflows that automatically send links from tweets you like over to Pocket, or even send every post in an RSS feed over. Those are just examples—you can customize your workflow with thousands of apps.

Pocket Pricing: Free; $4.99/month Pocket Premium for a permanent personal backup of the posts you’ve saved, suggested tags, full-text search, and more.

Want to learn more about Pocket? Check out our complete guide to using Pocket.

Best read it later app for speed reading

Instapaper (Web, iOS, Android, Kindle)

Instapaper screenshot

Instapaper, more than any app I can think of, is all about simplicity. There’s not a lot of color or graphics in the user interface—the focus is entirely on text. This is an app designed with readers in mind, which makes sense given what it’s for.

Saving posts is simple thanks to extensions for every major browser, and there’s a bookmark you can use if that doesn’t work for you. Reading happens in the mobile apps for Android and iOS, both of which support offline reading, or on the website if you’re on your computer. The reading experience is clean, with custom font and color choices.

The unique feature here is the speed reading button, which flashes one word at a time in quick succession. You can adjust the speed, if you want, but the idea is that this forces you to keep reading in a way that results in getting through posts more quickly. It’s interesting, but probably not for everyone.

There’s also plenty of tools for organizing your posts. The Home screen is meant to contain posts you haven’t read yet, and you can archive posts when you’re done. There’s a folder for posts you “liked” by default, and you can also add as many folders as you like for sorting posts by topic.

There are a few features offered by Instapaper that Pocket doesn’t have. You can highlight quotes in an post, as in Pocket, but you can also add notes, which Pocket doesn’t offer. You can also browse all of your highlights and notes in one place, without having to open the posts again. This makes Instapaper a great way to review your thoughts after reading. Instapaper also offers built-in support for sending posts to a Kindle eReader. If any of these features appeal to you, Instapaper is probably the app for you.

You can automate your reading workflows with Instapaper’s Zapier integrations, which let you do things like automatically send posts from tweets you like over to Instapaper or send every post from an RSS feed to your reading list. You can customize these workflows to use your favorite apps.

Instapaper pricing: Free; Instapaper Premium for $2.99/month offering full-text search for all of your posts, unlimited notes, and text-to-speech.

There are two clear frontrunners in this space, if you haven’t noticed. Be sure to check out our Instapaper vs. Pocket showdown to learn more about how these two apps match up.

Best read it later app for using your inbox as your reading list

EmailThis (Web)

EmailThis screenshot in Gmail

The problem with most read it later apps is that you need to remember to open the app and actually read things. EmailThis solves this problem by putting posts in a place you already look regularly: your email inbox.

Install the browser extension or use the bookmarklet to save posts. There’s no website or app you can use to browse things you’ve saved—instead, the posts are sent to your email address.

This isn’t for everyone: lots of people would rather not fill their email inbox with stuff to read on top of everything else. But think about it: email newsletters are an increasingly common way to keep up with the news, and mobile devices are set up to download emails for offline reading already. Why not also use your inbox to keep track of long-form posts you want to read?

There’s not much in the way of custom font choices, outside how you’ve configured your email app. And there’s no built-in option for sorting your posts after you’ve read them, although you could use dedicated folders or labels in your inbox to sort posts after you’re done reading them. But these downsides are potentially outweighed by simplicity—you can keep track of things you want to read without having to remember to check yet another app. That’s valuable.

EmailThis pricing. Free; Premium for $19/year offering

Best read it later app for Apple loyalists

Safari Reading List (Mac, iOS)

Safari

Safari is the default browser on Apple devices, and it comes with a built-in reading list that automatically syncs between all of your devices. It’s not the most advanced read it later service, granted, but you can use it right now without having to install any software. Just tap the + button in the address bar to add an post on your Mac or, on mobile, find the Add to Reading List option in the Share menu. Articles can optionally be saved for offline reading, and using Safari’s Reader Mode you can customize the colors and fonts.

Articles are listed chronologically, and there’s not really any way to organize them other than archiving. There’s a search feature, though, so you should be able to find old posts easily enough. It’s not the most robust tool, but it works.

Safari Reading List Pricing: Free on Apple devices

Other apps you can use to read it later

Read it later apps aren’t the only tools for the job—they’re just the ones that are built with reading in mind. Having said that, some other categories of apps could work for you. Here are a few worth thinking about.

  • Note taking apps like OneNote and Evernote offer web clippers, which extract posts and save them for future reference. The downside: they’re not designed with the reading experience in mind. Still, they might work for you, particularly if you wanted to mark up and edit the posts anyway. Check out our list of the best note taking apps if you’re curious.

  • Bookmarking apps like Pinboard and Google Bookmarks can also be used to keep track of posts you want to read. They don’t extract your posts for offline reading, or offer custom fonts and color schemes, but they make up for that with organizational features. Check out our list of the best bookmark apps to learn more.

  • Amazon offers a free Send to Kindle tool, which sends posts to the popular eInk devices as well as the Kindle app. We think Kindle users are better off using Instapaper for this, but Amazon’s offering is simpler if sending posts to your Kindle is all you care about. It’s not a complete read it later service, and it doesn’t seem to be actively maintained, but it works.

Where did the idea for apps like this come from? Check out our interview with Pocket finder Nate Weiner to learn more.

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6 ways to manage your Discord server with automation

SEO and General Business tutorials and tips.

This article was sourced from by MOZ.

Discord started as a chat app for gamers, and while gaming is still a strong part of the app’s DNA, it’s grown beyond that. Discord servers are popular with people organizing volunteer efforts, talking about hobbies, and collaborating for work.

Discord servers are invite-only spaces—similar to workspaces in other team chat apps. However, Discord sets itself apart with features such as voice chat, permission-based roles, and endless customization options that make it well-suited for building and managing an online community.

Discord moderators and admins often rely on third-party bots to automate tasks and run commands for you. Bots can handle things like answering frequently asked questions, adding moderation actions such as temporary bans, creating a ticketing system, and more. While these bots are incredibly useful, there’s a learning curve to setting them up.

If you want to find ways to keep your Discord server running smoothly and integrate it with other apps—sending information to and from Discord—without spending time learning how to manage bots, Zapier can help. We’re a no-code automation tool that helps you send information from one app to another.

Whether you use Discord to engage with your followers, moderate a community, or work with teammates at your actual job, we’ve collected a few Zaps—what we call the automated workflows you create with Zapier—to help you manage and grow your server.

You’ll need to have a Zapier account and manager or owner permissions in Discord in order to use these workflows. It’s free to start.

Automatically assign roles

One way Discord differs from other team chat apps is how it uses roles. Rather than a traditional community role structure—admins manage the server, moderators manage the conversations, and members can only article—Discord’s roles are infinitely customizable. And many admins and moderators use bots to allow members to self-select these roles.

You can create standardized roles in Discord, such as administrators, moderators, or verified users. You can also create roles that serve cosmetic or informational purposes, like in this screenshot below, where I’ve set up roles that would let someone choose if they want to be identified as a Zaperoni, Zorp, or Zapien (it’s a hotly-contested topic at Zapier—I’m team Zaperoni).

A screenshot of Discord's role settings. Four roles in various colors are listed: admin, Zaperoni, Zorp, and Zapien.

For example, I co-moderate a crafting Discord community. (Welcome to my secret life.) Other than our two standard roles distinguishing mods and verified users, we also allow members to self-assign other roles. Some roles allow members to display which crafts they like to do—so instead of my Zapier-specific example above, you might have seen a role like “knitter,” “sewist,” or “macrame.” If you’re using Discord for work, you might set roles for different teams, and see things like “marketing,” “sales,” “human resources,” and “product.”

Other roles in my crafting server allow people to opt in to receiving automatic invites to join events like a group voice chat hangout or a craftalong. Going back to the work example, this could be used to get automatic alerts to all-company meetings or for important deadlines.

While most folks will use a bot to handle role-setting, you can also use Zapier to automatically assign member roles.

If your server has a separate verification process for new members, you can also use Zapier to connect a form or spreadsheet app to Discord.

Keep members informed about new content

Discord is popular with Twitch streamers and other content creators who want to build a deeper relationship with their followers. If you want to keep your community updated on what you’re producing, you can use these Zaps to notify a Discord channel.

Not publishing content? You can also use Zapier to send information into Discord about transactions, new bugs, or even updates to your Spotify playlists.

Automatically greet new server members

By default, you can set your server to automatically announce when a new member joins your Discord server. But if you run a pretty large community, you’ll likely want to direct new members to important places such as announcement channels or places where they can review community rules.

First, make sure you have a welcome channel set up specifically for new members. Then, use a Zap to automatically greet new members with a custom message.

Auto-respond to frequently asked questions

Tired of answering the same question in chat constantly? You can create your own auto-responder bot in Discord using Zapier.

You can use a filter—available on our paid plans—to trigger an automated response when someone uses a specific phrase.

Filters help you tailor your Zaps so they only run when you need them to. You can learn about setting up filters in our help doc. Want even more inspiration? Check out this site article about making your Zaps as efficient as possible.

Automate Discord messages on a schedule

Perhaps you run a weekly thread on a specific topic in your Discord, or you’re the responsible moderator who reminds the team to prune the members list once a month. Instead of sending those messages manually, you can use a Zap to automatically send those messages on a specific schedule.

Don’t want to send the same message each time? You can use a search step on a spreadsheet or Formatter’s Pick from list function so you can randomize the language.

You can also set up reminder messages with a Zap that connects to your calendar app. With this, you can push out reminders for upcoming events.

Set up an automatic suggestion box

The best online communities are the ones where members are invested and take an active role in making it great. While moderators help keep things running smoothly, they can’t be everywhere.

In the crafting Discord I run, the members have a lot of great suggestions for the server. But since we have members from all over the world (and we like to sleep), it was hard to keep track.

Eventually, I set up a Typeform for members to make suggestions. At the end of each month, the mods receive a digest of the submissions for us to review. This helped streamline the process and made it more manageable for our team to make decisions.

You can recreate this yourself with one of the Zaps below:

If you’d like to receive a digest of form submissions, you can add a digest step—available on our paid plans—and choose when and how you’d like your digest delivered.

Manage your Discord community with automation

Moderating your Discord server doesn’t have to be a full-time job. With automation, you can streamline moderation tasks so you can spend more time participating in the fun.

These workflows are just the start of all that you can do with Discord and Zapier. Zapier supports thousands of apps, so you automate almost any task. Start building your Zap now and see what you can create.

New to Zapier? It’s a tool that helps anyone connect apps and automate workflows—without any complicated code. Sign up for free to use this app, and many others, with Zapier.

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The beginner’s guide to lead management

SEO and General Business tutorials and tips.

This post was sourced from by MOZ.

Help center

Get help with Zapier from our tutorials, FAQs, and troubleshooting posts.

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Crosspost your Instagram posts to other social networks

SEO and General Business tutorials and tips.

This article was sourced from by MOZ.

Have you ever wanted to re-share an Instagram article directly on Twitter?

Unfortunately, you run into a big problem: Facebook, which owns Instagram, doesn’t make it easy to share content to other social networks—particularly to Twitter. From a business standpoint, this makes sense. Facebook wants to keep content—and the people who want to see it—on its own sites.

So what happens? When you crossarticle to Twitter from Instagram it looks ugly and the photo, the most important part of your Instagram content, doesn’t even render.

A screenshot of a tweet by X Promote (@ZapMakers) that has an emoji of a tree followed by a blue instagram hyperlink.
Here’s how it looks when you article from Instagram to Twitter using the default features.

What do bad Tweets like that mean for you?

  1. Your content is less visually engaging 📉

  2. Your fans and followers on Twitter miss out 😥

  3. You waste time and money reformatting articles 💸

You can use automation to get around this, including X Promote, which takes Instagram articles, formats them, and re-shares them to Facebook, Twitter, and Pinterest.

No more lousy photo formatting. No more wasted money on overpriced social media scheduling tools. Instead, we automatically take new pictures you share on Instagram and re-article them on your Twitter as a native Tweet.

As someone who has personally spent too much time and money on social media tools, I wanted to create a simple and affordable way to cross-promote your content. X Promote is built entirely on the Zapier platform, so your logins and accounts are saved with an established and trusted vendor.

Promoting your Instagram content across channels automatically saves you time, and using X Promote to properly format images, you will also increase fan engagement—and enjoyment—across your social media platforms.

Which of the two Tweets below do you think is more likely to drive engagement on Twitter? The one that just links out to Instagram or the one that shows the image?

Screenshots of two Tweets from X Promote (@ZapMakers), the first shows an emoji of a tree followed by an Instagram hyperlink. The second shows an emoji of a tree and a camera, the Instagram link, and a large, square photo of a tree.

Get started for free

To get started, all you have to do is head to the X Promote page and create a free account by signing in with your Instagram. By connecting your Instagram, X Promote can detect whenever you make a new article.

From there, simply sign in to the social accounts you’d like to article to, like Twitter, Facebook, and Pinterest.

Every time you make a new article on Instagram, X Promote will auto-magically re-share it across all your social media accounts. 🕺

Give feedback on X Promote

Any feedback, questions, or ideas: Reach out on Twitter @SwetzEquity or email zachary.swetz@gmail.com.

This was a guest article by Zachary Swetz, the creator of X Promote. To see your work on the Zapier main site, read our guidelines and get in touch.

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