Just like Sharpay Evans from “High School Musical” says, “It’s out with the old, and in with the new.”
Although Sharpay is talking about fabulous summer plans, that adage also applies to podcasting.
With 32% of the population listening to podcasts regularly, podcast shows should continue to evolve as the industry does.
Of course, in order to build a successful podcast, you need the right tools and services at your disposal.
Let’s review the top podcast tools and services to level up your podcasting game.
These tools can help make your show more efficient and professional. Below, we’ll break down the tools and services into four categories: podcast recording equipment, podcast recording software, podcast editing software, and podcast hosting sites.
Podcast Recording Equipment
To take your podcast show from good to great this year, you need to have the right equipment.
1. USB Audio Interface and Recording Bundle
The first thing you need to record your podcast is a microphone, headphones, and a USB audio interface or mixer. In order to bring your podcasting game to the next level, you can consider getting higher-quality equipment.
For instance, on Amazon, you can find bundles that sell all of this equipment at once. However, you can also buy the equipment separately. If you do that, make sure you buy a cable that will connect your microphone and USB audio interface.
2. Adjustable Microphone Arm Stand
Once you have a microphone, headphones, and audio interface, you’ll want to consider getting a microphone arm stand. A microphone stand will make it easier for you to record your podcast, so you aren’t chained to your desk or have to sit in an awkward position.
Most microphones will come with an adapter that’ll connect with any microphone arm stand. Before you buy a new stand, make sure you have that adapter.
Podcast Recording Software
Now that you have all the equipment to make your podcast the best it can be, you’ll need to make sure you’re using the right recording software.
With Skype, you can record video and audio right in the program. When you’re on a call, you can click the three dots on the bottom right and then hit “Start Recording.”
Skype is a great option for podcasters because it’s free and easy to use. There are also other options, if you want better audio quality. For instance, you can download recording software on your computer or buy an external digital recorder.
Zoom is another excellent free option. You can easily record right in the program, by clicking the “Record” button and choosing where you’d like to save your audio file.
Skype and Zoom are fairly similar options, however, the recording files differ. Skype will give you a mono file, which means both yours and your interviewee’s side of the conversation is on one audio track. However, Zoom splits both sides of the call, giving you two separate audio tracks. This is helpful when it comes to cutting and editing in post-production.
Ringr is a long-distance podcasting and broadcast interview recording program. Although this option isn’t free, it has excellent sound quality. If you’re focused on bringing higher-quality sound to your interviews, Ringr is a good choice.
Additionally, they have three different plans you can choose from. With the basic plan, you’ll get a mono audio file, and unlimited calls and storage. If you decide to go with the premium or enterprise plan, you’ll get a split-track audio file, plus better sound quality and the option to use conference calling.
Price: $5/hour or $20/month+
Squadcast is an easy-to-use podcast recording software. Once you sign up, all you have to do is set up a meeting, click “Record,” and you’re set.
One unique element of this software is that you can pay by the hour, if you don’t think you need a monthly plan. Even with the hourly plan, you can host up to three guests and will receive a high-quality WAV or MP3 file.
Additionally, Squadcast plans to add video recording and transcription, which will help with your show notes and posting your podcast to YouTube.
One of the top reasons to use a podcast recording software like Squadcast, as opposed to Skype or Zoom, is that you’ll have a library of all your recordings in one place, online, where you can access them at any time, any place.
7. Pro Tools
If you’re ready to move beyond the beginner recording software above, Pro Tools is an excellent option.
Pro Tools is an advanced recording and editing software. You can record, edit, and mix numerous audio tracks. However, this is for the more advanced audio recorders/editors. The user interface (UI) isn’t as intuitive for beginners and may seem overwhelming at first.
Although, because it’s advanced, it also offers much more robust features. For example, since Pro Tools is known in the music industry, it has virtual instrumentation available, which can be helpful in creating the music to put in your podcast. Additionally, it offers plugins, collaboration, and hands-on audio mixing.
Price: $60 one time payment+
Reaper is another advanced recording, editing, and mixing software. This type of program provides higher-quality recordings and more capabilities when it comes to editing and mixing.
The UI isn’t as intuitive as programs like Zoom or Squadcast, but it offers higher-quality sound. With your audio interface and microphone attached, you can record directly into the program, with as many audio tracks as you’d like.
The recording feature is more robust, offering simultaneous recording inputs, a dozen audio formats, and recording tracks.
Additionally, it also has strong editing capabilities as well.
9. Logic Pro
Price: $200 one time payment+
Logic Pro is the advanced version of Garage Band for Mac users. It’s a higher-quality recording program offering an easy-to-use UI.
Recording is as simple as setting up your microphone and USB audio interface and pressing record.
Logic Pro offers up to 1,000 audio tracks, software instrument tracks, and hundreds of plugins to complete any project.
Additionally, it has advanced editing capabilities.
Whereby is another option for recording remote interviews. It’s excellent for beginners and is easy to use.
Although there is a free plan, recording is only available in the Pro or Business plan. Recording is as easy as hitting the “Record” button, once you’re on a call. This will record both video and audio, so it’s easy to post to YouTube if you want.
While this is an easy option, it isn’t the highest quality recording.
Podcast Editing Software
Once you record your podcast, it’s time to edit it. As you’ve read above, many software includes both recording and editing capabilities. Below are some software known for its editing, rather than recording.
11. Adobe Audition
Adobe Audition is an excellent mid-level audio editing software. You can create, record, mix, edit, and restore audio content.
It offers high-quality sound, plus comprehensive tools to deliver polished sound. For example, Adobe Audition comes with a podcast template, which helps you set up a multitrack recording so you can mix and edit different audio tracks and voices. Plus, you can work in both waveform and multitrack editors, for more well-rounded editing.
Audacity is an excellent free option for editing your podcast. It’s especially easy if you plan to use only one take, with few cuts. The UI is easy to use and beginner friendly. However, if you have to make a lot of cuts or move audio around, it’s a little more difficult because of the simplicity of the program.
This option is great for beginners because of the simple cut, copy, and paste functionality. It isn’t the highest quality sound, but it gets the job done.
13. Garage Band
Garage Band is a free editing software that is available on and comes with most Mac computers.
It’s mostly used as a beginner editing program, but is capable of mixing up to 255 audio tracks. It comes with basic editing features including volume levels, cut, copy, and paste. You can use plugins to finish off your track and use audio effects such as compression.
Additionally, it features a sound library with effects that you can include in your podcast.
Podcast Hosting Sites/Services
Now that you’ve bought your equipment, recorded, and editing your podcast, you may be wondering what’s next? After you’ve produced your podcast, it’s time to find the right hosting site and service to publish it on.
BuzzSprout is an excellent hosting option, because it gets your podcast listed in all the top podcast directories including Apple Podcasts, Spotify, Google Podcasts, and Stitcher.
Additionally, it offers advanced metrics, so you can track the progress of your podcast. You can see statistics about your listeners, total plays over time, and where people listen to your podcast. Plus, you can transcribe your podcast in BuzzSprout.
With paid plans, you’ll have unlimited storage and episodes hosted indefinitely.
Libsyn is a hosting service that will get your podcast published on your audience’s favorite apps and platforms.
A unique feature is its monetization options. For example, it offers premium content subscriptions and opt-in advertising. These options keep you in control and allow you to customize your monetization.
You’ll also have access to detailed audience statistics, so you can also see what’s working and what isn’t.
How to Setup a Podcast Studio
Once you have your equipment, recording and editing software, and hosting services, it’s time to figure out where you’re going to record your podcast.
You’ll want to set up a podcast studio. This can be as basic as having the right equipment in any room or as advanced as creating a dedicated space for recording.
To setup a podcast studio, follow these steps:
Step 1: Buy the equipment — Before you can get your studio set up, you need the equipment. You’ll need a microphone, microphone arm, headphones, audio interface, desks, and chairs. You’ll also want to consider buying more than one of these items, in case you decide to bring people in for interviews.
Step 2: Set up room for sound conditioning — In order to achieve the best sound, consider buying soundproof foam wall panels to attach to the walls. This will stop the sound from bouncing off the walls. Additionally, you can buy pop filters for the microphones to reduce popping sounds.
Step 3: Set up lighting and cameras — Many podcasters choose to film their podcasts so they can post to YouTube or other social media. If you want to do this, you’ll need to set up lighting and cameras.
Anyone can start a podcast. That’s why you want your podcast to stand out among the rest. To take your podcast from good to great, make sure you purchase the right equipment, software, and studio setup.
Now Is The Time To Find And Correct Your Digital Strategy Pitfalls
/Every brand or enterprise is crafting and refining their digital strategy on a daily basis. However, especially in the world of B2B, companies fall into many of the same mistakes.
According to a 2019 Forrester report, “44% of B2B buyers expect to do more than half of their work-related purchasing online in the next three years.” In the wake of COVID-19, that figure is probably even higher. It is crucial that marketers create engaging digital content, leveraging every digital touchpoint as an opportunity to build trust and strengthen relationships.
Marketers have access to more target audience research and data than ever before, but that doesn’t mean it is easy to avoid pitfalls. Let’s consider the consequential B2B marketing mistakes that companies are making, and demonstrate why a digital strategy audit is the solution.
Your Content Shouldn’t Reflect Your Organization Chart
Too often, companies — particularly B2B enterprises — build their websites and digital assets around their internal organization structure rather than a customer’s needs. As an example, imagine you are a customer looking for a mop. You surf to a company’s website to buy a complete cleaning solution, but they have separate pages for mop handles and mop heads because they operate as separate divisions. Now you have to research the parts separately, figure out what you need and ensure they are compatible with one another. That’s not a huge ask for a mop, but imagine you are purchasing a complicated business system with hardware, software and a consultative service component.
Your Messaging Should Focus On The Customer, Not The Product
Companies often lead with the news of the capability or product they just launched, but prospects don’t come to your website for product announcements. They visit because they have a question or a problem. Your messaging should show people you understand that problem. This is a best practice for all marketers, but it is especially true for those marketing to developers, engineers and the C-suite. These audiences are highly skeptical of “marketing speak” and an overly product-forward content strategy will turn them off. Plus, leading with product makes your company seem uninterested in building strong audience bonds.
Don’t Overload One Area Of The Buyer Journey With Content But Neglect Others
Another mistake that is easy to overlook when you are inside the organization is creating content around some areas of the buyer journey, but not others. If your organization doesn’t have a healthy mix of content formats, you may be making this error. For example, you might have multiple white papers and blog articles that are relevant to a prospect comparing competitive solutions, but no video to share on social media to create brand awareness.
It is also common to create content for one audience segment but forget about other personas, or simply run out of time and resources. B2B purchasing decisions involve multiple decision-makers with different priorities and needs. A complete digital strategy needs to encompass all of them, which is part of what makes B2B marketing so challenging.
Don’t Overuse Jargon
Your existing customers know your lingo, but new ones may not. It is important that your messaging and content use natural language, rather than jargon, so it resonates with your audience. This may sound like a simple one, but it can be hard to catch yourself because you are accustomed to the company’s lexicon.
Why Now Is The Time For A Digital Assessment
The first step in fixing mistakes is finding them. Your company may have slowed or even stopped marketing initiatives in response to COVID-19, so use this time to audit your digital strategy.
There isn’t an industry on the planet that hasn’t been upended by the pandemic. Buying processes have changed overnight, so even if your company has managed to avoid these marketing traps, you still need to audit your strategy and update it to reflect the new normal.
A comprehensive review should include:
- A content audit and effectiveness assessment;
- A website CX health assessment;
- A channel audit and effectiveness assessment;
- A brand message assessment; and
- An event strategy assessment.
The good news is an audit will likely uncover low-hanging fruit — low-effort/high-impact actions you can take to drive fast results for your company. Next, you can devise a plan for tackling the bigger initiatives.
Remember, as a B2B marketer, your goal is to build relationships with prospects and to lead them through their consideration journey, fostering trust every step of the way. The missteps above compromise your ability to do so. An audit kicks off the process of doing this right.
Greg Harbinson is the Senior Strategy Director at Centerline Digital, where he focuses his time on helping companies create messaging and experiences to better communicate with their customers. His work includes building messaging frameworks, defining the information architecture for websites, designing customer experience programs and helping companies understand the best ways to solve communication problems.
What gets lost when in-person events go on hold, and how can we salvage it?
- This year, we’ve seen the events industry get flipped on its head.
- Now more than ever is the time to consider how event marketers and planners can ensure they’re keeping people entertained, connected and, most importantly, engaged virtually.
- As event marketers and planners navigate their options for providing digital event opportunities, there are three main considerations they face: replicating energy and momentum in a virtual setting, understanding the power of face-to-face human connection, and maintaining authenticity in business relationships.
This year, we’ve seen the events industry get flipped on its head. Whether cancelled, postponed or converted to digital, in-person events as a whole have understandably been put on hold in light of COVID-19.
Most recently, Cannes announced it will completely cancel its in-person 2020 event after organizers had originally decided to postpone it to October, while the SXSW Film Festival teamed up with Amazon Prime to stream movies for free instead of showcase them in person this year.
While we’ve seen great examples like these of businesses getting creative with their conference strategies in the midst of COVID-19, we can’t help but think about what gets lost when in-person events are postponed.
As we’ve seen industry experts and media put it, the events industry isn’t “doomed,” but it will change. Now more than ever is the time to consider how event marketers and planners can ensure they’re keeping people entertained, connected and, most importantly, engaged virtually.
By employing the right strategies, businesses can come back better than ever to still create the sense of community people crave from events, while continuing to collect valuable intent data that strengthens their customer and prospect relationships in this new reality.
In the immediate future, as event marketers and planners ponder this and navigate their options for providing digital event opportunities, there are three main considerations they face: replicating energy and momentum in a virtual setting, understanding the power of face-to-face human connection, and maintaining authenticity in business relationships.
Replicating live events energy through the screen
With events, having good content and presentations is one thing, but a powerful speaker standing in front of an audience delivering their message is what truly seals the deal and captures attention.
Beyond the stage, the energy that people get from being in a room with other professionals, reconnecting with colleagues old and new – likely with a favorite classic song playing in the background – is incomparable.
While scenarios like this aren’t possible right now with events pivoting to digital, event marketers and planners should consider how their businesses can match this momentum in a virtual setting.
Focusing on highly-engaging speakers and understanding how to prep them for the screen as opposed to a live audience will be helpful. Other tactics like virtual “networking hours” and gamification via live competitions or surveys can also help keep an audience excited for what’s next.
To amplify audience engagement further, event marketers can consider a mobile app as a means to add to intent data and be able to more accurately personalize content and follow up.
Recognizing the power of human connection at events
We’re taught from a young age that handshakes are the bread and butter of first impressions. While a small gesture, the act of shaking someone’s hand upon meeting them is one of the many ways in which networking and human interaction has changed with in-person events getting canceled.
At the end of the day, all humans crave connection – and small acts like this, to larger interactions that make up networking as we know it including face-to-face conversations and one-to-one meetings, play a big role in relationship building.
We’ve seen this supported by the fact that the use of video conferencing tools and apps has sharply increased since stay-at-home initiatives have been put in place in light of COVID-19.
If considering a digital event, create frequent moments for live interaction – whether it be inviting participants to provide input on a session or topic via chat rooms, quick quiz rounds to keep people on their feet, or simply giving access to an easy-to-use networking tool such as an event mobile app, where attendees can “meet-up” or chat in-between sessions.
It’s easy to forget in virtual settings that attendees don’t just want to watch content, but they want to be able to interact with it, talk to speakers and other attendees, and provide feedback.
Maintaining authenticity in business relationships
Whenever you’re marketing or selling something, the hardest thing to do is demonstrate authenticity in your approach – and this is made even more difficult when you have to reach people via email and other virtual alternatives, as opposed to in-person events.
Prepare your sales team for networking in a virtual setting – how should their approach change, and how will your digital alternative support it?
Consider the basics like allowing for one-on-one networking opportunities during the virtual gathering, and encouraging your team to always take meetings with video on to offer a more personable conversation.
Also, just like with an in-person event, gathering the right information about your target audience and leads to offer personalized and interactive content is just as, if not more important in a virtual setting.
Understand what data you want to collect before your virtual event kicks off, and use those insights for customized follow-ups to keep people engaged with your content afterwards.
Virtual alternatives can’t replace some of the best moments in-person events offer, but we do have to adjust to this new reality and humanize the digital experience to keep our audiences engaged.
Finding ways to replicate the energy in-person events provide, creating moments for face-to-face engagement and interaction, and sustaining authentic communication with customers and prospects are all top considerations for event marketers and planners as they make the pivot to digital events.
At the end of the day, people are now more than ever looking for reasons to gather (virtually), learn from each other and build meaningful connections.
The post What gets lost when in-person events go on hold, and how can we salvage it? appeared first on ClickZ.
Tips and tools to combine content marketing and PPC
- Many businesses opt for content marketing because organic traffic is free. But, this strategy makes them miss a great opportunity to grow fast because combining SEO-optimized content with PPC speeds up the lead generation process.
- Online businesses need to know specific use cases for content marketing and PPC to assess the value of the strategy.
- Less than half of small businesses (45%) invest in PPC.
- PPC and SEO content marketing can bring in more leads by capturing more quality traffic with more effective keyword optimization of blog content, lead magnets, and landing pages.
- To get the most value from content marketing and PPC, businesses need to master keyword research, searcher intent, and the consistency between the landing page and ad optimization.
As someone who primarily engaged in SEO and content writing for small businesses, I didn’t really care about PPC advertising.
Maybe because of people like me, only 45% of small businesses invest in PPC.
I thought that the best way to bring high-quality leads was with super optimized content, so paid advertising was the realm of bigger companies. That’s the mindset of many small business owners. With teeny tiny marketing budgets, they have to choose between SEO/content and PPC.
SEO/content often becomes their choice, especially of those with interest in content creation and a lack of real marketing experience.
SEO was my preferred choice, too, and I saw PPC as something secondary.
Boy, was I wrong about this!
After a couple of projects involving PPC promotion, my view of the strategy completely changed. No, they didn’t change how I thought about SEO, but they showed how amazing the results could be if you combine the power of both strategies.
To all SEO specialists still not using PPC and the other way around, here’s what you’re missing.
1. More effective content thanks to PPC-tested keywords
Developing a content strategy is one of the most complex and important tasks for any SEO specialist. They use keyword research tools, PPC tools, Google Search Console results, and other methods to find those precious keywords used by customers.
When they find the keywords they think are good for targeting SEO/content marketing, they begin a slow process of creating content. I wrote oh-so-many blog articles, eBooks, checklists, reports, and other content to find out the keywords that attracted the most conversions.
All of this takes a lot of time.
In fact, to write a super effective blog post, you need more than six hours.
When you’re done with writing the draft, there’s also proofreading, editing, making visuals, and keyword optimization. To cut a long story short, you might need a few days to complete a good article that can bring quality organic traffic.
But that’s not the end of that road.
Google, too, needs some time to index the article and rank it. In fact, it might take between two and six months to rank in the top 10.
That’s a bit much, agree?
To top it all off, the keywords you’ve chosen for your content might not the best ones to target. If you make this mistake, you’ll have to learn your mistakes and start all over again (welcome to the world of SEO content writing, folks).
Is there a way to speed this time-consuming process up? Yes. It’s PPC.
It can get you in front of the audience and allow you to test your keyword ideas much faster. If you have content to test, use PPC ads, and equip them with the keywords.
Get them out there and see what people respond to best. You can have some great results as early as a few days, which is pretty much impossible with SEO/content marketing.
Another great news is that you can run A/B testing. This means running ads featuring different keywords for the same content piece. If one performs much better than the other, update the content with the more popular keywords.
So, the takeaway here is that running PPC campaigns for content is a much faster way to test keywords. Start by finding keywords with research tools and make some ads, and you’ll be more likely to discover how your customers look for businesses like yours.
2. More leads from lead magnets
In content SEO, we often create lead magnets.
They are content pieces like reports, white papers, eBooks, webinars, videos, and other valuable content that people need to sign up to access.
You’ve seen tons of them before. A common example is a banner promoting an industry report with an irresistible CTA on a blog. It says that you need to provide your email address and name to access it instantly.
Click on that CTA, and you’ll go to a landing page with the lead capture form.
Like this “The Ultimate Agency Guide to Video Marketing” landing page, where everyone can download a guide with helpful tips on video marketing.
As you can see, the content is offered in exchange for some data. Not a bad deal of a guide packed with useful instructions for businesses.
Unsurprisingly, many content producers often turn to lead magnets for quick lead generation.
Ozan Gobert, a senior content writer at Best Writers Online said,
“Lead magnets work well for both B2B and B2C businesses aslong as they have some value for customers. You can generate some high-quality leads with them, as they typically attract those interested in insights and tips inside.”
If a blog has thousands of visitors every week, then there might not be a need for PPC promoting lead magnets. But is that true for your blog?
Many people think they can manage without the ads (I was one of them). Basically, it’s because they think that great content will “sell” itself.
Despite what they might think, not so many blogs are that successful in attracting visitors. In fact, more than 90% of web pages don’t get any organic search traffic from Google.
As you can see, only about 1.3 percent of web pages out there get decent traffic. Just for that tiny share, promoting a lead magnet with PPC advertising might not be necessary every time.
Obviously, the situation is very different for the rest.
If your website doesn’t have a lot of visitors, too, then creating lead magnets might be pointless. They’ll just sit there only to be discovered by a few people per week.
Not good because you need more leads.
If you wish that there was a way to get more people to pay attention to, there is actually a way.
And it’s PPC, of course. To get some emails, you need a well-crafted PPC campaign that leads people to the landing page where they can sign up to receive the content.
You can try to bring people with keyword-based ads promoting the lead magnet. If you choose the right keywords, the ads have a much greater chance to attract leads than SEO alone.
This is how it works: PPC does the job bringing in visitors, the content converts them into leads by having them complete the capture form.
To increase the chance of people signing up, the value of content is critical. But, the visual appeal is also a major consideration. You need tools for creating visual content like images, graphics, and infographics to add to your lead magnets.
3. Better marketing campaign performance thanks to a smart keyword use
Many businesses out there don’t realize they can bring much more quality traffic to their websites if they focus on best-performing keywords in both SEO, content marketing and PPC.
Much more traffic.
When an SEO/content marketing specialist and a PPC marketer share a list of relevant keywords, they can decide how to divide them to:
- Target the most promising keywords together to bring the most traffic
- Identify the keywords that are the most difficult for SEO and target them with PPC and the other way around
- Define which search queries to focus on with each lead acquisition strategy
Ultimately, the cooperation between the PPC and SEO teams can result in a much more effective keyword strategy. In turn, this strategy could attract more traffic to your websites.
To make content keyword optimization work, you need to master searcher intent or purchase intent. Put simply, searcher intent is the reason behind a search query.
For example, the query “Samsung a10 review” implies that the searcher is looking to do some research but has not made the decision yet. If they search Google for “buy Samsung a10 cheap”, then they might be ready to buy.
Each intent defines how you should create content. It matters a lot for SEO because Google’s goal is to provide its users with the most relevant results.
Dive Deeper: Tapping into Google’s Algorithm for Searcher Intent.
4. Create landing pages that convert more visitors
A landing page is the heart of any PPC marketing.
But, in many cases, PPC specialists aren’t the best persons to write the copy for it. By engaging content and SEO specialists and having them work with PPC folks, you can create a keyword optimized copy that also appeals to the readers.
For example, PPC specialists can provide keywords and ideas for optimized headings and subheadings for attracting traffic. In turn, content writers contribute by creating a copy that’s easy to read and entices the visitors to act.
So, the collaboration of PPC and SEO/content teams can result in campaign landing pages that generate clicks and converts.
A good way to start doing PPC campaign landing pages is to create a checklist to cover all bases. This checklist can include images, copy, sign up options, etc.
SEO and PPC: Two are better than one
I’m not exaggerating when I say that SEO and PPC are a marriage made in heaven. I am positive that these points described in this article prove that.
Don’t make a mistake I made by neglecting the power of PPC advertising. Combined with SEO and quality content, you can greatly increase the quality of your traffic.
If you’d like to try them together, feel free to start by doing PPC ads for your best-performing blog articles. The results you’ll see will definitely impress and inspire you to try more. Thanks to this article, you’ll know your next steps.
Ana Mayer is a project manager with 3+ years of experience. She likes to read and create expert academic materials for the Online Writers Rating writing review website.
The post Tips and tools to combine content marketing and PPC appeared first on Search Engine Watch.
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