Federal Court Okays Web Scraping

I've scraped many a website in my time.

"Web scraping," in case you're wondering, refers to the compilation of information that's published on websites.

A few recent examples:

• This week, I wrote a blog post on the birth of art history by web scraping. 
  
  
• Earlier this month, I taught a brainy high schooler how to "speed write" a term paper by web scraping. In the process, I learned more about Shirley Jackson than you'd ever want to know.
  
  
• Last November, I built an e-mail list of insurance executives for a client who had no marketing list.

Web scraping isn't theft.

Theft is what Instagram coach Kar Brulhart faced this week, when a rival ripped off her ideas verbatim and presented them as his own.

Web scraping is research, as a federal court ruled last week.

In the decision, the US Ninth Circuit ruled against LinkedIn, which sued hiQ Labs, a research firm that studies employee attrition.

LinkedIn wanted HiQ to stop scraping its users' profiles.

The court ruled that web scraping doesn't violate the Computer Fraud and Abuse Act, which defines computer hacking under US law.

Hacking is defined as "unauthorized access to a computer system;" but scraping snatches public data.

The case had reached the Supreme Court last year but was sent back to the US Ninth Circuit for review.

The court's decision is a "major win for archivists, academics, researchers and journalists who use tools to mass collect, or scrape, information that is publicly accessible on the Internet," says Tech Crunch.

Pronoun Police

The pronoun is one of the most terrifying masks man has invented.

― John Fowles

Goodly readers on occasion complain that my old-school use of pronouns and impatience with pronouns of choice reveal insensitivity and bias.

Under the hot lights of these pronoun police, I'll admit, I'd probably cop a plea.

But for the moment suffice it to say my one true bias is a bias for brevity.

Brevity speeds communication; and life's too short to stuff a mushroom.

But, incisive as it is, brevity almost always ruffles feathers. 

By fostering favoritism, brevity can't help but trigger the aggrieved.

• Men at work. 
• Boys will be boys. 
• Drama queen.
• All men are created equal.

We could easily enough scrub favoritism from these phrases, but what value would we really add?

• Proletariats laboring up ahead.
• Youths will behave as they frequently do.
• Histrionic person.
• All human beings either are created equal or turn out that way due to randomized instances of syngamy.

I wish I could be as cheery about our current obsession with wokish circumlocution as the linguist John McWhorter, who recently applauded this sentence:

• The boy wants to see a picture of herself.

"There are times when the language firmament shifts under people’s feet," he wrote in The New York Times. "They get through it."

And if they don't, the pronoun police will be there to assist.

Adorable

"Sharing photos of adorable animals is a great way to skyrocket engagement," according to lead-generation provider OptinMonster.

To prove the point, I asked Ron to pose for Goodly. Talk about adorable!

Ron, an adoptee from Delaware SPCA, wants you to know that his rate is highly competitive, should you need a professional male model for your next photo shoot. He can be hired through his agent, Pawsitively Famous Talent.

Photo credit: Ann Ramsey

Now on Vitalcy

I'm pleased to announce that Goodly posts will now appear each week on Vitalcy, an online magazine that targets "peak stage" adults.

A gutsy new alternative to AARP, Vitalcy is "your hub to discover what’s next and navigate through and expand the potential of this stage of life," the publisher says.

Goodly posts will also be syndicated beginning 2022.

You can become a member of Vitalcy at no cost here.

HAT TIP: My thanks go to Dan Cole for introducing me to the publisher. Thanks, Dan!

Web of Lies

No amount of belief makes something a fact.

— James Randi

Goebbels Didn’t Say It may be the best blog ever. 

Nearly a decade old, Goebbels Didn't Say It is an effort by two professors to explode myths and "put a small dent in the amount of nonsense on the Internet."

The professors have chosen to call BS on the effusion of fake quotes attributed to Hitler's chief propagandist.

"We want to reduce the incidence of a fabricated quotation by Joseph Goebbels," the professors say.

Demanding exactitude on behalf of a liar is an odd mission, but a worthy one, nonetheless.

My hat's off to these two tireless debunkers, saboteurs at loose in the falsehood factory.

Birds Sing from the Heart, Revisited

Five years ago this week, author Erik Deckers invited me to guest-post on his blog. "Birds Sing from the Heart" was the result, one that still holds up years later. Here it is in its entirety.

Erik recently invited me to discuss “My Writing Process,” a dead-horse topic if there ever were one.

But I’ll beat that horse anyway, just because Erik asked.

Here you go:

Where I find ideas. The wellsprings of ideas are many and inexhaustible. The ones I return to again and again are:

• Other writers—from the sublime (e.g., Emerson, Faulkner, Sartre, Updike) to the ridiculous (names withheld)
  
• Pop culture (songs, movies, TV shows, blogs, etc.)
  
• Current events (AKA La Comédie humaine)
  
• Memories, dreams, reflections
  
• Other people’s observations (my wife’s, in particular)

How I write the ideas down. My secret sauce is no secret. Writing isn’t thinking. It isn’t even writing. “Writing is revision,” as Tracy Kidder says. “Write once, edit five times,” David Ogilvy urged office mates.” Priceless advice. Your fifth draft may not excel, but it will beat your first by a long shot. And, as you edit five times, be like the birds. An ornithologist mentioned during a recent NPR interview that birds’ voice boxes are lodged deep within their chests. “Birds sing from the heart,” she said. You should, too. Readers like it and will respond accordingly.

How I assure quality. Copy’s never error free, but I try hard to check my facts. In fact, I often spend more time fact-checking sources than writing and editing. (Don’t hem and haw: fact-checking is enlightening.) And I proofread, both twice before I hit publish and twice afterwards. Boring task, but my reputation’s on the line.

How I spread ideas. Outposting has helped aggrandize my scribblings more than any of my other activities. Adman Gary Slack advises clients to invest in “other people’s audiences” more than their own. He’s 100% on the money.

For more advice about writing. If you’re hungry for sound advice, listen to Paul Simon and Chuck Close discuss the creative process in a podcast for The Atlantic. You’ll learn more than you will by reading 50 how-to books, with these four noteworthy exceptions:

• The Art and Craft of Feature Writing by William E. Blunder
• On the Art of Writing Copy by Herschel Gordon Lewis
• Secrets of a Freelance Writer by Bob Bly
• Writing Tools by Roy Peter Clark

Oh yeah, don’t forget No Bullshit Social Media.

Above: Little Bird by Jose Trujillo. Oil on canvas. 14 x 14 inches.

The Suspense is Killing Me

On a technical note, Google will suspend its Blogger email delivery service on Wednesday. (Blogger is the platform I use for Goodly.)

Beginning July, Goodly subscribers will receive emails from me weekly. 

Each will contain links to my newest posts.

Sadly, several great blogs that I read have decided to shutter due to Google's short-sighted move.

The lesson for content producers: don't build your house on "rented" land.

Why Google is suspending Blogger's email delivery service is a mystery, until you realize that shareholders are nervous about the company's profitability.

It's plowing billions into more servers and "moonshots" such as the driverless car—billions it may never earn back.

Will Blogger go on the cost-cutting block next?

Above: Paranoia by Gregory Guy. Acrylic on canvas. 24 x 18 inches.

Long and Winding Road

Winners never quit and quitters never win.

― Vince Lombardi

My next post will represent the fifteen-hundredth to appear on Goodly. The first post appeared nearly 11 years ago.

It's been a slog.

So I can't help snickering at the news that From the Desk of Donald J. Trump is no more. Trump has shuttered his blog after less than four weeks.

"Mr. Trump had become frustrated after hearing from friends that the site was getting little traffic and making him look small and irrelevant," The New York Times said.

He should have asked other bloggers how they felt in the first month.

But that would require humility and empathy.

Trump went wrong expecting success overnight. When his blog earned few readers, his enthusiasm evaporated, almost as quickly, and he quit.

Trump wants only wins and adulatory crowds. A failure at everything, he doesn't understand success.

As Churchill said, “Success is the ability to go from failure to failure without losing your enthusiasm.”

Lean Expression

Brevity is a great charm of eloquence.

— Cicero

The Kansas City Star taught 18-year-old Ernest Hemingway "the best rules I ever learned in the business of writing.”

When Hemingway began as a copywriter at the paper in 1917, The Star's rules demanded brevity: "Use short sentences. Use short first paragraphs. Eliminate every superfluous word."

With few exceptions, writers before him were masters of verbalism; but with a boost from The Star, Hemingway forged a new, vigorous and modern style of expression.

Lean expression.

"If a writer of prose knows enough about what he is writing about," Hemingway wrote in Death in the Afternoon, "he may omit things that he knows and the reader will have a feeling of those things as strongly as though the writer had stated them."

Hemingway helped his reader not only by omitting superfluous words, but by chaining sensations to emotions, as in this passage from A Moveable Feast illustrates:

"As I ate the oysters with their strong taste of the sea and their faint metallic taste that the cold white wine washed away, leaving only the sea taste and the succulent texture, and as I drank their cold liquid from each shell and washed it down with the crisp taste of the wine, I lost the empty feeling and began to be happy and to make plans."

That's the "Hemingway style." Frill-free storytelling, uplifted by the compounding of repetition, rhyme, alliteration, stream of consciousness, Biblical and Bachian cadences, and strict avoidance of the flowery, routine and trite—no Latinate words, for example, like "mollusk;" no adjectives like "slippery;" no adverbs like "eagerly;" no clichés like "the world is your oyster;" and no mention of oysters' effect on the libido.

Eloquent, keen and lean.

POSTSCRIPT: Go here for more assessment. And treat yourself to A Moveable Feast. It's free.

Decade

Goodly is 10 years old.

What began as a meager stab at search engine optimization a decade ago has become a vocation—you might say, a compulsion—of mine.

With nearly 400 thousand readers, Goodly no longer serves as a device for driving website traffic, but as a way of shouting, Hey, I'm still here.

I recently launched Blog, a new venture that's going to consume my time if it's to succeed—as, I hope, it will.

Meanwhile, God willing, Goodly will continue, pandemic or no, recession or no, civil war or no, global warming or no. 

I'm still here.

Content for All Seasons

Learning never exhausts the mind. 

— Leonardo da Vinci

In terms of traffic, evergreen content pays like an annuity. Smart marketers know that instinctively.

While I'm often psyched about my voguish ramblings, my all-time five most popular posts are anything but:

• Teardrops over Tarawa (May 2016)
• How to Get More from Marketing Automation (May 2011)
• You Ain't No Forrest Gump (April 2017)
• What Makes a Good Slogan? (May 2011)
• Purposeful Storytelling (March 2011)

Three are going on seven years old. None is newer than eight months old.

Besides staying power, what's nice about imperishable content? It generally takes no more effort to write than topical.

Blogger Aaron Orendorff says there are 20 kinds of evergreen content:

Original research. "Primary research is unique, exclusive, and—therefore—powerful," Orendorff says. He's right.

Stat pack. A collection of others' research. Adding commentary increases value.

Case study. A story, plain and simple. And proof of expertise.

Failure. A case study of a train wreck.

Shocking stat. The backstory behind a single statistic.

Beginners' how-to. "True beginner guides are few and far between," Orendorff says. That's why prospects like them.

Advanced how-to. High-level insights from thought leaders.

Checklist. Ideal for non-readers.

Long-term how-to. Strategic advice.

Product guide. Lessons in product selection. "Make your product tutorial about teaching: provide definitions, collect advice from industry experts, and present impartial reviews from third-party sites," Orendorff says.

Resources. A collection of how-to tips.

Best tools. A compendium of free and paid productivity tools for a niche. Including pros and cons and hacks increases value to readers.

Top influencers. A Who's Who in a niche.

Best books. A recommended reading list. Summaries add value. Asking influencers to name their picks adds even more.

Common mistakes. "Every industry has its seven deadly sins," Orendorff says. "Some have more like 10 or 20. Outlining these common mistakes—and providing tips on avoiding and overcoming them—is evergreen pay-dirt."

History of a topic. A timeline that answers, "How did we get here?" A great way to dispel myths.

Tip roundup. A collection of thought leaders' single-greatest tips.

Best—or worst—practices. A variation of the how-to guide: a procedural, but backed by examples. Worst practices can also grab readers' attention. "While best-practice lists are low-hanging evergreen fruit, worst-practice lists give you the opportunity to be just as valuable—and have a lot more fun," Orendorff says.

Glossary. A niche dictionary.

Everything you need to know. The “definitive” or “ultimate” guide to a topic. The encyclopedia entry.

Banking on Brevity

The secret of a good sermon is to have a good beginning and
a good ending; and to have the two as close together as possible.

― George Burns

New-media company Axios, launched in January by former Politico staffers, intends to distinguish itself among the legions of online newsletters by "writing short."

There's a lesson in this for business bloggers, egged on by experts to blather for SEO's sake.

“Journalists are writing for journalists. That’s the biggest problem in media right now,” says Axios co-founder Jim VandeHei. “People don’t want the pieces we’re writing. They’re too damn long.”

Ad-free for now, Axios will generate revenue eventually through $10,000 subscriptions, the founders hope.

"Smart brevity" is the key to attracting those subscribers. The newsletter's website describes the idea:

If you think about your evolving habits for consuming news and information, you realize you have less time, and a shorter attention span. Our content, our ads and our platforms are designed specifically to adjust to these new habits and demands. We aim to make the experience more substantive and meaningful—and therefore more valuable. When we pull this off, it will free people up to spend time on content truly WORTHY of their time, on our platform or elsewhere.

Axios, you might guess, is Greek for "worthy." By writing short, VandeHei plans to steer clear of the "crap trap"―the dead end publishers turn onto when they forget readers come first.

Things Worth Reading

The things worth writing about, and the things worth reading about, are the things that feel almost beyond description at the start and are, because of that, frightening. 

— Douglas Coupland

Andy Crestodina's annual survey of bloggers is out. It shows 2 of 3 bloggers focus on SEO, up from 1 of 2 three years ago.

Given people's content shock, why bother?

Why write for robots, when you could write things worth reading?

Contempt

The only cure for contempt is counter-contempt.

— H. L. Menken

I'm keen about Alan's Blog, not only because its creator Alan Weiss serves up highly original business tips, but because he routinely skewers the arrogant, the hypocritical, the timid, and the incompetent.

No one—from the lowly cashier to the mighty CEO—is spared his delicious scorn.

Indeed, the blog might be better named Alan's Barbs.

I just introduced my wife to Alan's Blog and she hates it.

That's because she's the kind of person the philosopher Aristotle calls "good-tempered."

Anger for Aristotle occupies a spectrum.

Angry people—occupying one side of the spectrum—Aristotle calls "irascible." Irascible people "get angry quickly and with the wrong persons and at the wrong things, and more than is right. They do not restrain their anger, but retaliate openly, owing to their quickness of temper."

Too-cool people—occupying the opposite side of the spectrum—he calls "fools." Fools never give way to anger, and are "thought not to feel things nor to be pained by them." Fools never defend themselves, and "endure being insulted and put up with insult."

Tolerant people—occupying the mid-point of the spectrum—Aristotle calls "good-tempered." "Good temper is a mean with respect to anger," he says. "The person who is angry at the right things and with the right people, and, further, as he ought, when he ought, and as long as he ought, is praised. This will be the good-tempered person."

Aristotle's analysis of anger leaves me worried that, like Alan, I'm on the "angry" side of the spectrum.

But, thankfully, the philosopher comes to my rescue.

I'm merely, like Alan, "hot-tempered."

"Hot-tempered people get angry quickly," Aristotle says. "But their anger ceases quickly—which is the best point about them. This happens to them because they do not restrain their anger, but retaliate openly owing to their quickness of temper, and then their anger ceases."

That sure beats being "irascible"—or, just as bad, being the kind of person Aristotle calls "sulky."

"Sulky people are hard to appease, and retain their anger long; for they repress their passion. But it ceases when they retaliate; for revenge relieves them of their anger, producing in them pleasure, instead of pain."

When sulky people can't avenge themselves, Aristotle says, watch out!

Unavenged, sulky people "retain their burden; for, owing to its not being obvious, no one reasons with them, and to digest one's anger in oneself takes time. Such people are most troublesome to themselves and their dearest friends."

10 Years a Blogger

Chris Brogan's advice—to make blogging the bedrock of your social media outreach—spurred me to start blogging 10 years ago.

In those years, I have learned to:

• Post early (8 am) and often (cadence counts).
  
  
• Niche.
  
  
• Write short. (If you value readers, don't smother them.)
  
  
• Be honest, and never surprised your most popular posts are the most heartfelt.
  
  
• Think "Progress, not perfection," but edit five times.
  
  
• Stay open for inspiration (and realize most sources are off line).
  
  
• Accept that you're not Mark Twain, Seth Godin, the Dalai Lama, or even Vito Corleone.
  
• Outpost.
  
  
• Remember Mama said there'll be days like this.
  
  
• Don't try to explain why you blog to your family.
  
  
• Get used to silence.

What's the Right Content Mix for B2B?

Apps. Blogs. Case studies. Digital tools. E-books. Events. Games. Graphs. Infographics. Newsletters. Photos. Podcasts. Presentations. Reports. Quizzes. Videos. Webinars. White papers.

What's the right content marketing mix?

Begin with the essentials:

Blogs. The Number 1 source of leads, says Search Engine Journal. Without a blog, your strategy's spineless.

Events and webinars. What's better than blogs? Three of four B2B marketers say events. Webinars are a close second. A single event can pack more punch than 100 blog posts.

Newsletters. Newsletters help you keep customers, and keep prospects interested. Weekly is the best frequency, if you can manage it.

Videos. Six in 10 decision-makers visit a brand’s website after watching a video, according to Inc. And four in 10 contact the company.

White papers. White papers trumpeter your authority, essential to persuading customers to buy from you. 

Case studies. Case studies provide social proof, equally essential to persuading customers.

E-books. E-books can gather repurposed blog posts. They offer an outlet for dazzling design work, inviting to readers turned off by other formats.

Other content. Apps, digital tools, games, graphs, infographics, photos, podcasts, presentations, reports and quizzes are all just icing on the cake.

How to Succeed at Blogging without Really Trying

Want to make your blog "a machine for lead generation?" It's easy, says Michael Brenner, CEO of Marketing Insider Group:

Craft Your Hook. "The average time someone spends on a post is a whopping 37 seconds," Brenner says. Create a strong opening, so they'll  spend at least that much time on your posts. "Try asking a question, leading with a beguiling fact or statistic, or just going all out, guns blazing at the beginning and present the reader’s problem and answer all within the first three sentences." A highly personal opening hooks readers, too.

Write Long-Form. Readers unwilling to spend more than 37 seconds on your post are tire-kickers. Write for the readers who are qualified leads. "They are more likely to take action after reading." Long-form posts generate nine times more leads than short-form posts.

Use Many CTAs. Pepper your posts with calls-to-action. Add links that direct readers to more resources. Remember: they may never get to your punchy closing.

Post on a Schedule. When you post regularly, you boost your Google rankings and give readers a reliable resource. "Your readers may even come to expect a new post, seeing it as something to look forward to while waiting for the bus or stopping by their favorite coffee shop for a work break," Brenner says. "Don’t rob people of their blog reading rituals because you post intermittently."

Use Visuals. Add more emotion to your posts with visual content―and not just photos, drawings, videos, and infographics, but illustrated CTAs. "Illustrations will help your readers know how they can take that all important next step to download content, sign up for your special offer, or in any other way become a lead."

Satisfy Readers. Your efforts are for naught, if your content doesn't inform readers and inspire them to read further. Be sure readers "are confident that when they need more information on your business’s niche subject, they know where to turn for more―your blog," Brenner says.

Never Trust Anyone under 30

With apologies to '60s activist Jack Weinberg, never trust anyone under 30.

With exceptions, they lack any sense of propriety―and all sense of history.

Case in point.

On behalf of content marketer Sally O'Dowd, one of these young invincibles―a hired social media expert, no doubt―posted the following comment on my blog today:

Adlof Hitlar has left a new comment on your post 4 Keys to Content Marketing for Events:

Thanks for the great information. I mostly follow sally O'Dowd's blogs. Her writings are really creative, follows an innovative and different style. She's my favorite.

Sally looks to be an extremely delightful and imaginative soul, judging from her two blogs.

She's either that, or, as her agent's comment suggests, an unrepentant anti-Semite with bad grammar.

When everything's a cartoon, everything goes.

Never trust anyone under 30.

Ready to Work Two Jobs?

I often encounter folks who've opted, or been forced, to freelance.

A great many share something in common: they don't want to work two jobs.

Unfortunately, that's what you have to do to succeed.

Because it ain't easy to cultivate "1,000 true fans." Else, we'd all do it.

Editor Kevin Kelly first expressed the idea a decade ago:

You can define a "true fan" as anyone willing to send you $100 a year for your product. Provided your cost of goods is low, a freelancer can get by comfortably with only 1,000 true fans.

And the money need not arrive in lump sums; it can trickle in (fans can subscribe, say, at the price of $8.34 a month for 12 months).

However you're paid, the bar to success is low, Kelly says.

"To be a successful creator you don’t need millions. You don’t need millions of dollars or millions of customers, millions of clients or millions of fans. To make a living as a craftsperson, photographer, musician, designer, author, animator, app maker, entrepreneur, or inventor you need only thousands of true fans."

Besides keeping costs low, the challenge freelancers face is difficult enough to put most of them off.

To succeed, you have to cultivate 1,000 solid relationships―both financial ones (no one else can profit from your work) and professional ones (fans must like and trust you).

It's easy to attract 1,000 or more fair-weather fans (just ask Paul Reubens). But you need 1,000 diehards.

And, although digital platforms that enable relationships with diehards abound, nurturing those relationships could kill you.

"The truth is that cultivating a thousand true fans is time consuming, sometimes nerve racking, and not for everyone," Kelly says.

"Done well it can become another full-time job."

How to Measure Content Marketing Success

Measuring your content marketing success is easy, digital marketer Barry Feldman says. Just apply these 10 metrics:

Website traffic. Use Google Analytics to determine how many people visited your site, where they came from, and which pages they went to.

Subscriber growth. Monitor your headcount, because email is "your most important play for staying top-of mind with prospects," Feldman says.

Search rankings. Gauge your rankings with Google Analytics, with the goal of reaching Page 1 for any relevant search.

Time. Digital channels are unique, because they allow you to monitor "engagement" without fancy studies. You want visitors to dwell on a page for as long as it takes the average person to read the content there.

Social media followers. Far from being a “vanity metric,” audience size indicates whether the content you publish has appeal.

Social media shares. Social sharing is often automated, and people routinely share content without reading it, so shares don't mean much. But they do loosely correlate to website traffic and search rankings, so are worth your attention.

Links. "Measuring links will help you to gauge the traction your content is gaining," Feldman says. Inbound links indicate your content's cool. To measure them, set up a Talkwalker Alert.

Click-through rate. Click-through rate (CRT) is the be-all, end-all, because "marketers who earn high CTR will win regardless of the channel." CTR proves you've won the competition for people's attention.

Leads. Leads are paramount; but, remember, a lead's more than a subscriber. A lead has to "raise her hand" by registering for an event, requesting a demo, downloading a brochure, or taking some similar step.

Feedback. Comments come in many forms: social media updates, shares and direct messages; blog comments; emails and phone calls; form submissions; and reviews. Taking comments into account helps you improve your content.