Acquired Immune Deficiency Syndrome Or Aids - 1512 Words

Acquired immune deficiency syndrome or AIDS comes from the latest stage of the HIV disease. HIV is the Human Immunodeficiency Virus. HIV is a retrovirus which means it has RNA nucleic acid and genetic material where most have DNA. The virus enters the cells of the body as most do, through endocytosis of white blood cells trying to kill it. When a macrophage ingests a virus, the cell then takes a piece of the virus and presents it on the surface, thus becoming an antigen presenting cell. The antigen presenting cell would then bind to CD4+ cells, also known as helper T cells, who then initiate the humoral or cell-mediated immune response. The humoral response includes the B-cells who release antibodies. The cell-mediated response includes the killer T cells or CD8+ cells. The aspect of the virus that makes it so problematic is the CD4+ cells and how the virus affects them. Cells infected with HIV eventually die and the gradual destruction of the CD4+ cells weaken the immune system func tioning because of their job of activating the third line of defense. The number of antibodies in the body would then decrease and with the immune system so reduced, regular microorganisms that normally would not affect the body are now dangerous. These now lethal microorganisms are known as opportunistic infectious organisms. CLASS NOTES HIV infection occurs through immediate contacts with the infected persons body fluids. The major routes of infection include blood and sexual fluid exchange.Show MoreRelatedAcquired Immune Deficiency Syndrome ( Aids )1401 Words   |  6 PagesAcquired Immune Deficiency Syndrome (AIDS) Duckworth 2 The history of the awful words AIDS and HIV has distressed the world for the past 40 years. It has infused panic in the world from its illness, fear, and regrettably death. AIDS was announced to the world in 1980. It is highly believed that this illness began in Kinshasa, the Democratic Republic of Congo. Prior to this time, it is undetermined of the number of people infected developed AIDS orRead MoreAcquired Immune Deficiency Syndrome ( Aids )1289 Words   |  6 PagesIrrefutably, the immune system is ones’ shield against pathogens, ones’ knight in shining armor that confronts intruders. Over time the immune system can deteriorate, and that comes with age and declining health. Other times the immune system fights against itself causing autoimmune diseases that may or may not do irreparable harm. And sometimes, immune deficiency can be acquired. This is the case of Acquired Immune Deficiency Syndrome (AIDS). AIDS is a disease where the immune system depreciates Read MoreAcquired Immune Deficiency Syndrome ( Aids )1190 Words   |  5 PagesAIDS Acquired Immune Deficiency Syndrome (AIDS) is a range of conditions caused by the infection of Human Immunodeficiency Virus (HIV). It is believed to have originated in Africa in the early to mid-twentieth century, mutated from related viruses in chimpanzees and the sooty mangabey monkey. In 1981 AIDS was first clinically detected in people who had used intravenous drugs and homosexual men. They exhibited symptoms of Pneumocystis carinii pneumonia (PCP), an unusual infection that was seenRead MoreAids ( Acquired Immune Deficiency Syndrome )1968 Words   |  8 PagesOverview of HIV AIDS (Acquired Immune Deficiency Syndrome) was first recognized in 1981 and has since become a major worldwide pandemic (NIH, 2011). HIV (human immunodeficiency virus) is a direct causation of AIDS. HIV spreads through certain body fluids and attacks the body’s immune system CD4 cells, so that the body is unable to fight off infections and with a much weakened immune system AIDS develops (CDC, 2015). Transmission of this virus happens when exchange of certain body fluids occursRead MoreHiv / Aids Acquired Immune Deficiency Syndrome775 Words   |  4 PagesHIV/AIDS Acquired Immune Deficiency Syndrome (AIDS) is a devastating disease, the scope and depth having no boundaries, permeating into many areas of the world, oblivious to social class, lifestyle, or culture. Initially reported in 1981, HIV/ AIDS rapidly spread and by 1987, 100 countries conveyed the presence of HIV/AIDS. (Maurer Smith, 2009). â€Å"By 2001, it was the leading infectious cause of death in the world, killing almost 3 million people, and by 2002, approximately 5 million people wereRead MoreWhen Acquired Immune Deficiency Syndrome ( Aids )772 Words   |  4 PagesWhen Acquired Immune Deficiency Syndrome (AIDS) appeared in the early 1980’s on United States’ soil, people - including healthcare professionals - were confused about its nature and origin (Aids.gov). The public looked for a scapegoat and found it in the gay male contingent (Isay). What if a similar phenomenon happened, but in a keystone insect? Rowan Jacobsen, in Fruitless Fall, asserts that a comparable type of illness is affecting the honey bee, apis mellifera; the illness, now termed Colony CollapseRead MoreThe Causative Agent Of Acquired Immune Deficiency Syndrome ( Aids )1372 Words   |  6 PagesIntroduction Human Immunodeficiency Virus, HIV, is the causative agent of Acquired Immune Deficiency Syndrome (AIDS). Currently, there are two types of HIV isolated, HIV-1 and HIV-2, which are both retroviruses and able to perform reverse transcriptase (Leboffe 2011). While HIV-1 is spread throughout the world, HIV-2 is confined to West Africa and is better protective against the progression to AIDS. Genome of HIV-1 only contains nine genes. It is transmitted by body fluids such as blood, breastRead MoreThe Human Immunodeficiency Virus ( Hiv ) / Acquired Immune Deficiency Syndrome ( Aids )1199 Words   |  5 PagesThe Human Immunodeficiency Virus (HIV)/Acquired Immune Deficiency Syndrome (AIDS) is one of the deadliest pandemics the world has ever known. Unprecedented efforts and resources have been mobilized to fight the infection worldwide. While obvious progress has been made, HIV infection still hit hard and the field of public health continues actively to raise awareness about this issue and help affected people. Public health professionals constantly look for new ways to reach high-risk populations, butRead MoreThe Human Immunodeficiency Virus ( Hiv ) Or Acquired Immune Deficiency Syndrome ( Aids )1281 Words   |  6 PagesA major epidemic across the world is the human immunodeficiency virus (HIV) or acquired immune deficiency syndrome (AIDS). Accredited with 10% of the HIV cases annually is injection drug use (AIDS.gov, 2014). A study done in 2010 showed that injection drug use affected nearly 47,500 new HIV infections in the United States. With 625 being males and 38% being female. Breaking it down even further, African Americans made up 50% of the newly affecting using injection drugs, Whites 26%, and Latinos/ HispanicsRead MoreHuman Immunodeficiency Virus ( Hiv ) / Acquired Immune Deficiency Syndrome ( Aids )1449 Words   |  6 PagesHuman Immunodeficiency Virus (HIV) /Acquired immune deficiency syndrome (AIDS) is present around the world. HIV weakens the bodyâ €™s immune system by attacking its defences against disease this later develops into AIDS which causes for the body to be unable to fight of illness and diseases it usually could (Afao.org.au, 2015). Chad a country of Sub Saharan Africa has an estimated 210,000 people living with HIV/Aids. Working to decrease this a number promotional incentives are being run such as the

Nursing Leadership Analysis - 961 Words

Nursing Leadership Analysis Leadership at times can be a complex topic to delve into and may appear to be a simple and graspable concept for a certain few. Leadership skills are not simply acquired through position, seniority, pay scale, or the amount of titles an individual holds but is a characteristic acquired or is an innate trait for the fortunate few who possess it. Leadership can be misconstrued with management; a manager â€Å"manages† the daily operations of a company’s work while a leader envisions, influences, and empowers the individuals around them. Assessment tools can be a good start for individuals to assess their leadership characteristics and skills, such as Grossman and Valiga’s Leadership Characteristcs and Skills†¦show more content†¦Many would assume that this makes me an invaluable and good leader, but I would like to disagree. I have been a nurse for seven years, still an inexperienced nurse in my eyes and still absorbing information day to day. The nurses have relayed that I have made many positive changes to the culture, work environment, and standards of the department in my short years, i.e., working shift for a fellow nurse who needs time off for the deployment of her son, fighting for wage increases when warranted, encouraging increased education and certifications through brain injury alliances and rehabilitative nursing alliance. One thing is for certain, I listen and encourage the nurses’ inputs and opinions when it comes to changes regarding the department. I empower the nurses to have their voices heard and their actions be seen throughout the company and give credit where credit is due. I also encourage them to be better nurses and utilize their skills to the max, i.e. applying their rehabilitative nursing certification through trainings throughout the company. With some insight on my leadership skills, I believe my nursing leadership style is one of a servant leader. The term servant leader was coined by Robert Greenleaf and describes individuals who not only influence but motivate others around them by building relationships and developing the skills of individual team members. According to Greenleaf this style of management requires that the entire teamShow MoreRelatedAnalysis Of Nursing Leadership. Observing And Analyzing1333 Words   |  6 PagesAnalysis of Nursing Leadership Observing and analyzing my leader opened my eyes to the amount of responsibility and knowledge one needs to be a great leader. These responsibilities that were witnessed during the shadowing project included aspects of role modeling, mentoring and educating fellow staff and colleagues alike. My leader possessed a well-rounded amount of experience, skills and knowledge about nursing and her management role. 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Write Your Response to the First Chapter of Enduring Love by Ian Mcewan Free Essays

Write your response to the first chapter of â€Å"Enduring Love† â€Å"The beginning is simple to mark. † – The first line of the novel is designed to hook readers and it does. The use of the word â€Å"beginning† begs the question, the beginning of what? Instantly capturing our interests, it also shows the significance of the event as coupled with the word â€Å"simple† it shows complexity surrounding this mysterious, forthcoming event, again capturing our interests, and it shows the narrator has replayed this event a number of times to himself to of found the exact moment where everything began. We will write a custom essay sample on Write Your Response to the First Chapter of Enduring Love by Ian Mcewan or any similar topic only for you Order Now I believe it is a rather cliche opening to a novel but with McEwan being the author he manages to make it is an effective cliche. McEwan, through the introduction of characters and detail, instantly introduces the subject of class into the novel and so sets the backdrop for the novel. With a bottle of 1987 Daumas Gassac and a name like Clarissa that holds the connotations of wealth and luxury we are told of the class and lifestyle surrounding who we assume are the main characters. With the narrative voice in chapter one of the novel focusing on thought and detail and not emotion it introduces a rather robotic character in Joe. We get to know him quickly and quite intimately as the novel is written as though he is talking to straight to us. We are shown the absence of feeling in him which is replaced by the almost irrational use of logic he uses. For me, too much emphasis is put on the scientific part of Joe, we are told his mind works in a scientific way and it is made apparent that he is very intelligent but this is drilled into the readers head over and over again until it becomes potentially irritating and monotonous. There is no human being behind the voice, he observes in very close detail everything around him but does not feel a great deal about it. Joe’s need for detail to perhaps eliminate some of the guilt that he feels at this stage of the novel is repeated to the extent that it becomes almost obsessive. The relationship between Joe and Clarissa is intriguing. They are both at opposite ends of a spectrum, with Joe being an unemotional, rational and obsessive scientist it is worlds apart from Clarissa, who is an artist and relies heavily on emotion. Despite being together for seven years, the two are too different to be compatible in a much longer term, they think in different ways and appear to not have a lot of common ground.. In the first chapter the focus is on the balloon accident but when it becomes apparent that this is not the main event in the novel the only other thing we have been given to focus on is the relationship between the pair which is interesting and dare I say it, it makes the reader want to read on. The setting for the opening scene is a blank canvas; the field in which the accident takes place is simple and lets the accident take the forefront of the story. The simplicity gives way for more complex events but the serenity of the scene which is then interrupted by a tragic accident is significant in that it could be a metaphor for the rest of novel. Joe and Clarissa are quite happy together in the beginning and have been for some time but as the story unfolds and Jed, like the balloon, crashes into their relationship, cracks begin to show and disaster strikes. McEwan uses a lot of delay techniques in the first chapter. I find he delays the events to the point of near boredom. Although what he writes is interesting it is repetitive and nauseatingly pretentious. The majority of the chapter is McEwan making his presence felt, the narrative voice changes from being Joe to being McEwan and back to Joe again. There are too many complex paragraphs that have barely any relevance to the novel other than to show how intelligent McEwan is. However despite not particularly enjoying the first chapter of â€Å"Enduring Love†, McEwan achieves his initial objective, to intrigue the reader. How to cite Write Your Response to the First Chapter of Enduring Love by Ian Mcewan, Papers

Gurney cuts loose sort of Essay Example For Students

Gurney cuts loose sort of Essay Im trying to move away from the light form of the drawing-room comedy, A. R. Gurney told a New York Times interviewer in 1989, in an article focusing on the success (despite a mixed Times review) of The Cocktail Hour, his semi-autobiographical piece about a playwright who informs his parents hes used them as characters in his new satire. In the offing, the article suggested, was a new Gurney play that will focus on his generation as the parents instead of the children. Such a play finally premiered last spring but in The Fourth Wall, Gurney didnt move away from drawing-room comedy so much as he rushed at it and tore it limb from limb. The deconstruction was delicate, of course; genteel politeness is a hallmark of Gurney as both man and writer, and probably ever will be. Thats one of the things that annoy his critics: the lack of explosiveness in his work, despite the sometimes provocative situations he sets up. But though verbal and physical violence was kept to a discreet minimum an irritated expletive here, a flare-up of obscenity there, a vase tossed noisily and disrespectfully into a fireplace Gurneys assault on comedy of manners was comparatively devastating in The Fourth Wall, which was presented in Chicago in March under the auspices of Feenix Productions International. And a viewing of Gurneys most recent play, the emotionally intense and critically acclaimed Later Life which opened at Playwrights Horizons in New York City in late May, just as The Fourth Way was finishing its Chicago run suggests that in The Fourth Walls wake Gurney has begun to reach depths of feeling missing in his earlier work. While few observers have serious complaints about the craftsmanship in Gurneys major scripts such as The Dining Room, his breakthrough success of 1982, and the readers-theatre tragicomedy Love Letters many have voiced reservations about insularity, coldness and even irrelevance in Gurneys work, which may stem (it has been frequently suggested) from his preoccupation with the rarefied world in which he was raised. Born in 1930, Albert Ramsdell Gurney Jr. is the son of a Buffalo real-estate executive. Since he began writing professionally in the late 1950s and certainly since the early 1970s, when Scenes from American Life at Lincoln Center Theater Company stamped him as a writer to be reckoned with his specialty has consistently been the shaky state of the uptight WASP elite in a changing America, the erosion of antiquated yet admirable values, the loss of the civil in civilization. To which more than a few critics have responded, So what? Gurney is hardly unaware of this reaction. It both amused and bothered him to a sufficient degree that he made it an issue in The Cocktail Hour, whose playwriting protagonist John has a habit of drawing upon his affluent background for material. He said we werent worth writing about, John complains, citing one reviewers comment. There you are, his mother chimes in. You see? Nobody cares about our way of life. In The Cocktail Hour, it develops that John has been skewering his family onstage because he craves their attention off it. The plays happy ending only half-jokingly asserts that the reason people write for, and go to, the theatre is to seek reconciliation in their ruptured lives and thus that even light comedy like Gurneys carries meaning and validity when it connects with its audience. But in his far more inconclusive new works, Gurney seems to be questioning whether as an artist he is actually connecting with anyone at all. .u04f4d8cbd52585c704e90a6282dfb906 , .u04f4d8cbd52585c704e90a6282dfb906 .postImageUrl , .u04f4d8cbd52585c704e90a6282dfb906 .centered-text-area { min-height: 80px; position: relative; } .u04f4d8cbd52585c704e90a6282dfb906 , .u04f4d8cbd52585c704e90a6282dfb906:hover , .u04f4d8cbd52585c704e90a6282dfb906:visited , .u04f4d8cbd52585c704e90a6282dfb906:active { border:0!important; } .u04f4d8cbd52585c704e90a6282dfb906 .clearfix:after { content: ""; display: table; clear: both; } .u04f4d8cbd52585c704e90a6282dfb906 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u04f4d8cbd52585c704e90a6282dfb906:active , .u04f4d8cbd52585c704e90a6282dfb906:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u04f4d8cbd52585c704e90a6282dfb906 .centered-text-area { width: 100%; position: relative ; } .u04f4d8cbd52585c704e90a6282dfb906 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u04f4d8cbd52585c704e90a6282dfb906 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u04f4d8cbd52585c704e90a6282dfb906 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u04f4d8cbd52585c704e90a6282dfb906:hover .ctaButton { background-color: #34495E!important; } .u04f4d8cbd52585c704e90a6282dfb906 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u04f4d8cbd52585c704e90a6282dfb906 .u04f4d8cbd52585c704e90a6282dfb906-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u04f4d8cbd52585c704e90a6282dfb906:after { content: ""; display: block; clear: both; } READ: If George Gibbs were gay Essay Insistently theatrical   The Fourth Wall is an absurdist twist on the kind of witty, well-made comedy The Cocktail Hour epitomizes. But what was vaguely theatrical in The Cocktail Hour is insistently so in The Fourth Way, whose heroine, a well-off housewife named Peggy (played by Betty Buckley), has deliberately decorated the living room of her Manhattan apartment to face a blank wall which is, of course, the fourth wall separating the stage from the audience. Her husband Roger (George Segal) a genial, recently retired businessman is confounded. He complains that the room makes him and anyone else who enters it act as if theyre in an old-fashioned play, with all its artifice and superficiality. No wonder our children wont visit us, he sighs. They hate the theatre unless we pay for it. But Peggy wonders whether in fact they are in a play. What if there were people beyond that wall? she says. And what if this audience were really democratic poor people there, as well as rich? And what if they were ethnical ly diverse? What, for example, if there were a decent number of African Americans out there? Her friend Julia (Jean De Baer), a sophisticated sexual predator with her eye on Roger, is cynical: Theyd hate this thing, Peggy. Theyd rush right off to August Wilson. But the play that Peggy has set in motion begins to take on a life of its own, as Roger, Peggy and Julia begin behaving like characters in a Philip Barry comedy. Their dialogue becomes unabashedly expository, filled with witty quips and quotes from songs. The moral and metaphysical question soon arises: Just what is this play theyre in? Call it four characters in search of a plot. Eventually Peggy does indeed break through the fourth wall to greet the audience and head off for a new, uncertain life, with Roger chasing after her. Embracing artifice   While The Fourth Wall ends with a woman rejecting theatrical artifice, Later Life begins with a woman embracing it. Im setting the stage, says the hostess of a cocktail party to the plays hero, a Boston banker named Austin (played last summer at Playwrights Horizons by Charles Kimbrough), as she brings him out onto the terrace of her apartment. (Later Life is currently running at Manhattans West-side Theatre, with Josef Sommer replacing Kimbrough.) The womans intention is to reunite Austin with Ruth (Maureen Anderman), an old flame he had gently turned down 30 years ago despite their mutual attraction, saying he didnt want to involve her in his life because of a deep-seated feeling that something terrible was destined to happen to him in later life. Something terrible did happen, it turns out: The something was nothing nothing has engaged or affected him in the successful, emotionally dead existence for which he was bred. Ruth, on the other hand, has rushed in where Austin feared to tread. Shes on her fourth husband, an abusive Las Vegas gambler who both scares and excites her. Whose life is sadder her sensation-seeking one, or his cautiously constricted one? Though he can barely admit it, Austin thinks its his and that sense of failure is the most terrible thing of all. On one level, the sparklingly witty The Fourth Wall and the darker, dryly poignant Later Life share a concern that arises frequently in Gurneys work the gulf between a cautious, eminently logical, emotionally repressed man and a vital, questing, possibly unstable but fascinating woman. But both plays also seem to address directly another gulf that between the artist and his audience. Gurney says he didnt intend Peggys quest as an allegory for his own work. I had certainly thought of the whole nature of theatre   the potential of theatre to communicate with a group of people to express psychological thoughts and political thoughts, he says. But Peggy as an image of my own frustrations? I hadnt thought of it that way. .ud4d3f70ad513cd0a6aaf2610309e94ef , .ud4d3f70ad513cd0a6aaf2610309e94ef .postImageUrl , .ud4d3f70ad513cd0a6aaf2610309e94ef .centered-text-area { min-height: 80px; position: relative; } .ud4d3f70ad513cd0a6aaf2610309e94ef , .ud4d3f70ad513cd0a6aaf2610309e94ef:hover , .ud4d3f70ad513cd0a6aaf2610309e94ef:visited , .ud4d3f70ad513cd0a6aaf2610309e94ef:active { border:0!important; } .ud4d3f70ad513cd0a6aaf2610309e94ef .clearfix:after { content: ""; display: table; clear: both; } .ud4d3f70ad513cd0a6aaf2610309e94ef { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ud4d3f70ad513cd0a6aaf2610309e94ef:active , .ud4d3f70ad513cd0a6aaf2610309e94ef:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ud4d3f70ad513cd0a6aaf2610309e94ef .centered-text-area { width: 100%; position: relative ; } .ud4d3f70ad513cd0a6aaf2610309e94ef .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ud4d3f70ad513cd0a6aaf2610309e94ef .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ud4d3f70ad513cd0a6aaf2610309e94ef .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ud4d3f70ad513cd0a6aaf2610309e94ef:hover .ctaButton { background-color: #34495E!important; } .ud4d3f70ad513cd0a6aaf2610309e94ef .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ud4d3f70ad513cd0a6aaf2610309e94ef .ud4d3f70ad513cd0a6aaf2610309e94ef-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ud4d3f70ad513cd0a6aaf2610309e94ef:after { content: ""; display: block; clear: both; } READ: Andrei Serban: educating Prosperos EssayWhat has concerned me is the inability of the theatre to reach a larger audience these days. Im not talking about the musical things like Phantom and Miss Saigon. Theyre more like the Ice Capades. But the serious plays speak to fewer and fewer and older and older people. I know my own children and most of their friends rarely go to the theatre. Gurney is stuck. Hes compelled to write for the theatre, yet he fears its an endangered form. Its artificial, its archaic, its restrictive beyond belief, says the playwright John of his medium in The Cocktail Hour. While that comedy ends with improved communication among the characters, in Gurneys new plays a terrible sense of doubt accompanies the need for human connection. In my more cynical or less ambitious moments, I feel that you may not be able to create that community in the audience. Yet the pleasures of putting on a play, of being able to work with a good director, good designers, good actors that remains terribly exciting to me. Then if the audience becomes part of that transaction, thats even more exciting.

Hamlet Madness Essays (715 words) - Characters In Hamlet

Hamlet Madness Hamlet is mad, feigns madness or his pretense turns into real madness. Outline arguments for all three and discuss. 1.Hamlet begins with guards whose main importance in the play is to give credibility to the ghost. If Hamlet were to see his father's ghost in private, the argument for his madness would greatly improve. Yet, not one, but three men together witness the ghost before even thinking to notify Hamlet. As Horatio says, being the only of the guards to play a significant role in the rest of the play, "Before my God, I might not this believe / Without the sensible and true avouch / Of mine own eyes. (I.i.56-8)" Horatio, who appears frequently throughout the play, acts as an unquestionably sane alibi to Hamlet again when framing the King with his reaction to the play. That Hamlet speaks to the ghost alone detracts somewhat from its credibility, but all the men are witness to the ghost demanding they speak alone. Horatio offers an insightful warning: What if it tempts you toward the flood, my lord, Or to the dreadful summit of the cliff That beetles o'er his base into the sea, And there assume some other horrible form Which might deprive your sovereignty of reason, And draw you into madness? Think of it. (I.iv.69-74) Horatio's comment may be where Hamlet gets the idea to use a plea of insanity to work out his plan. The important fact is that the ghost does not change form, but rather remains as the King and speaks to Hamlet rationally. There is also good reason for the ghost not to want the guards to know what he tells Hamlet, as the play could not proceed as it does if the guards were to hear what Hamlet did. It is the ghost of Hamlet's father who tells him, "but howsomever thou pursues this act, / Taint not thy mind. (I.v.84-5)" Later, when Hamlet sees the ghost again in his mothers room, her amazement at his madness is quite convincing. Yet one must take into consideration the careful planning of the ghost's credibility earlier in the play. After his first meeting with the ghost, Hamlet greets his friends cheerfully and acts as if the news is good rather than the devastation it really is. Horatio: What news, my lord? Hamlet: O, wonderful! Horatio: Good my lord, tell it. Hamlet: No, you will reveal it. (I.v.118-21) This is the first glimpse of Hamlet's ability and inclination to manipulate his behavior to achieve effect. Clearly Hamlet is not feeling cheerful at this moment, but if he lets the guards know the severity of the news, they might suspect its nature. Another instance of Hamlet's behavior manipulation is his meeting with Ophelia while his uncle and Polonius are hiding behind a curtain. Hamlet's affection for Ophelia has already been established in I.iii., and his complete rejection of her and what has transpired between them is clearly a hoax. Hamlet somehow suspects the eavesdroppers, just as he guesses that Guildenstern and Rosencrantz are sent by the King and Queen to question him and investigate the cause of his supposed madness in II.ii. Hamlet's actions in the play after meeting the ghost lead everyone except Horatio to believe he is crazy, yet that madness is continuously checked by an ever-present consciousness of action which never lets him lose control. For example, Hamlet questions his conduct in his soliloquy at the end of II.ii, but after careful consideration decides to go with his instinct and prove to himself without a doubt the King's guilt before proceeding rashly. Even after the King's guilt is proven with Horatio as witness, Hamlet again reflects and uses his better judgement in the soliloquy at the end of III.ii. before seeing his mother. He recognizes his passionate feelings, but tells himself to "speak daggers to her, but use none," as his father's ghost instructed. Again, when in the King's chamber, Hamlet could perform the murder, but decides not to in his better judgement to ensure that he doesn't go to heaven by dying while praying. As Hamlet tells Guildenstern in II.ii., "I am but mad north-north-west: when the wind is southerly I know a hawk from a handsaw." This statement reveals out-right Hamlet's intent to fool people with his odd behavior. This is after Polonius' enlightened comment earlier in the same scene, "though this be madness, yet there is method in't."

How to Plan a Marketing Calendar That Actually Works (Free Template)

How to Plan a Marketing Calendar That Actually Works (Free Template) Im going to be blunt. A lot of marketing calendars are really tough to use simply because they arent designed to be marketing calendar tools. And that makes it really tough to plan a marketing calendar that actually works: PDFs: Printing a free editorial calendar template like this one from   is  a great way to start  your  planning- to get the brainstorming going. From here, youll likely want a digital version thats a bit easier to update with your constant changes. Excel: Heres a free marketing calendar template from Content Marketing Institute to get you started on a digital version. But its a bit difficult to get  your team to use it when you have it locked all day as you plan. :/ Google Docs:  A spreadsheet in Google Docs/Sheets like this marketing calendar template from Crackerjack Marketing will help you solve the locking problem youd experience with Excel. This still doesnt feel like a marketing calendar, though, without a visual way to see your upcoming projects. Google Calendar:  You could also build a marketing calendar in Google Calendar. The thing is If youve followed our  advice on social media calendars, you  may schedule 30 or more social messages throughout the following weeks and months to share a single blog post  with your audience. Im sure you cant imagine copying and pasting all of those from Google Calendar into your different social networks- what a time suck! Not to mention copying and pasting all of your other content, too So What Will Help You Plan An Awesome Marketing Calendar? So where am I going with all of this? Ive read dozens of other posts on marketing calendars, editorial calendars, content marketing calendars, social media calendars- you get the picture. And I checked out  a  monster list of marketing calendar templates in a post on Crazy Eggs blog. There are tons of folks who have really good ideas of what  to include in your calendar, and starting with a template to get your brainstorming underway is a solid way to begin. So heres how to plan a marketing calendar that really works- with a few tips from us at , and a lot more from the other rock stars out there. How To Plan A #MarketingCalendar That Actually WorksStart With This Guide + Marketing Calendar Template, And Then You might just need a guide and a little something to  write on while you read this post. Ive got your back. Download the free guide that will help you implement all of this advice with actionable, step-by-step information. Youll also get a  free marketing calendar template  (plus bonus social + email marketing calendars) to help you plan all your content in advance. And when you're ready to use a tool designed to be your marketing calendar,  get started with 14 free days of . Now let's get to the good stuff. Step #1: Turn Your Marketing Strategy Into Real Content You'll Create Maybe writing a  30-page marketing strategy  isn't as important as  planning real content. It sounds harsh, but hear me out: For startups, business plans are no longer normal. In fact, they're now considered a faux pas and seen as a mere â€Å"business guess.† But that wasn’t always the case.  Before the lean startup, the business plan was a document that assumed we knew everything there was to know about our business, a plan set in stone. It was done, or so we thought. In reality, it was just a big huge guess.   Marketing plans and gigantic old strategy documents aren’t much different. They may sound novel and responsible, but the reality is that they are just guesses, too. What could content marketing strategy builders learn from the lean startup model? For a startup, business plans are no longer normal. @garrett_moonThe more time you spend strategizing, the less time you spend creating real content that will influence sales (which, let's face it, is the entire reason to plan your marketing calendar). Whether you have a marketing strategy already  or not, there are just a few things you need in your strategy to help you validate  what content to create: The now-infamous: Know your audience. This could start as simple as a customer survey, then possibly just bullet points you add into an Evernote note that help you stay in touch with your customers'  changing needs. The main point here is this: Keep it simple, especially at first. Create content. Content is data, and you get to know your customers  by creating content and measuring its impact. There's no way you will know everything about your audience until you put something out there, start communicating with them, and get their feedback. Start small. If you're thinking about doing an hourlong video or an e-book first, think again. Could you release a chapter of an e-book first to gauge its performance before you spend more time developing content on that topic? Could the same go for your monster video? If content is data, plan minimum viable content on your marketing calendar first to feel out what will truly "move the needle." (I had to sneak in a quip  like that since we're talking strategy!) That really looks like this: From here, turn your strategy into content. And  use the data from what you create to plan more: Create your content. Share it with your audience. Measure what's working. Learn what to create and where to share. Plan more content like your best-performing projects. Recommended Reading:  Here’s Why You Don’t Need A â€Å"Content Marketing Strategy† So now that you have a minimum viable marketing strategy to get started, the next step is looping in who'll help you create that content. This will help you define expectations for everyone- even if it's really only you as an all-in-one marketing team. To Do: Brainstorm  every question your audience has about your niche from knowing nothing to being an expert. From there, strategize the best forms of content  you'll use to answer their questions. This will serve as the foundation for your marketing calendar. I’d rather have a first-rate execution and second-rate strategy any time than a brilliant idea and mediocre management. - Jamie Dimon Step #2: Understand Who'll Do What Ann Handley has an awesome idea when it comes to who should be involved in your editorial flow, and thus, have access to your marketing calendar to understand when pieces will publish: A Simple Content Marketing Org Chart from Ann Handley She  says: These are roles not staff positions. Each role might be filled by one person or perhaps by a dozen, depending on the size and complexity of your own organization. Let's take a look at those roles quick: Team lead, or your strategist Editorial director Designers Content creators Curator Syndicator Analytics expert Site manager That's a pretty good list. And while that list works for Ann, it might not for you. For a small team, you  can narrow that list of roles down even further: Team lead who helps with planning, editing, publishing, and distributing Writer who turns a content idea into something your audience will love Designer (or videographer, podcaster, etc.) who takes  the writer's creation  to the next level Essentially, these folks are the ones who'll help you plan, create, and share the content  according to your marketing strategy. Get everyone on the same page now to make actually producing content a lot easier down the road. To Do: Narrow down the roles you need to create the different content types you explored in step #1. Brainstorm  who'll help you complete those projects (you're looking for names here). Get everyone on the same page to understand about how much content you can publish in a normal week. Find a marketing calendar tool that helps with project management, communication, and workflow that everyone will use. Now it's time work that marketing calendar:  Plan what topics you'll cover. Step #3: Define Your Topic Themes John Jantsch over at Duct Tape Marketing plans out his marketing calendar based on themes. The themes help him look at a calendar that connects with topics  he wants to cover for his audience. Note that this isn't actual content yet- it's just a note of the topics he'd like to address in his content: The first step is to start making a list of your most important themes. I generally try to find three core themes and about nine supplemental themes. (Nice tidy 12 monthly themes.) Your core themes are the kinds of things that might be found on your homepage or even in the title attribute of your home page. Or, perhaps the main navigational elements of your site. While it scares me to plan 12 months ahead  because the data from your current content should help you plan new content,  this is an awesome way to plan strategically (and super efficiently) and keep your content on point. John shares exactly how he chooses themes: Start with brainstorming. Lock yourself away and start thinking about the kinds of things people ask about the most, where you make your most money, or where you see the greatest opportunities in your industry. This is often enough to create a good start to your list. Obviously, if you have a team, get them involved – they may actually know better than you. (Industry jargon that means nothing to the prospect must be left out here.) John mentions this is a nice way to get past staring at a blank marketing calendar without any clue of what content to add to it. I also love that about themes. To Do: Find the main themes from your list of customer questions in step #1. Define their biggest challenges, the areas of opportunity in your industry, and how you make the most money. Choose themes to flesh out your marketing calendar. You may want to plan a month ahead, a quarter, or the entire year.  It's whatever works for you. Personally, I'd choose weekly themes to repeat over the course of months to have tangible data as evidence to plan more content around a theme or less. This way, you'd avoid planning lots of content around a theme for an entire month without knowing if that theme is a dud. Plan those themes on your marketing calendar for your entire team to see. Remember, themes aren't content; themes direct the content your team will create. Step #4: Prioritize  Your Marketing Projects Marcus Sheridan from  The Sales Lion has a simple solution to help you plan your marketing calendar based on projects that will have the biggest impact on your business. He addresses prioritizing your marketing calendar  very simply: Remember, content marketing is about generating more sales. When all is said and done, that’s what matters. He suggests  prioritizing more "Buyer's Content" instead of so much top of the funnel, inbound content. By understanding this, the aim is  to plan content on your marketing calendar that will help prospects make purchase decisions instead of purely focusing on content that's great for the top of the funnel but just generating traffic. The team at The Sales Lion even have a  simple  algorithm they use to prioritize their projects that you can use, too: Essentially, we have every client rate their planned content (be it blog titles, videos, etc.) on a scale of 1-3. A â€Å"3† score means it’s â€Å"Buyer’s Content† and therefore marked as most urgent- moving it to the top of the calendar. If it’s a â€Å"1† grade, then we’ll wait to produce this content because it’s either a top of funnel question that a buyer may be asking or even an â€Å"outside of the funnel† question/subject- meaning that although it may be relevant to the business and buyer, it doesn’t necessarily represent someone who is seriously considering making a purchase right now. From here, you can plan a balance of content focused on selling and content focused on inspiring interest in your business on your marketing calendar. To-Do: For each theme, brainstorm content you could create for that topic. Don't limit yourself at first: When you think of an idea, write it down quickly and move to the next. For those content ideas, use Marcus' algorithm to rank them with good, better, best: 1 means inbound, 3  means looking to buy. Use your best judgement to rank these just to get started. Sift through the  content ideas for every  theme. Sort them according to 3, 2, 1 to prepare a prioritized list that you'll add to your marketing calendar. And when you start planning actual pieces of content on your calendar, there are a few things to keep in mind: Step #5: Plan Your Content On Your Marketing Calendar This is the fun part! And there are many ways to do this: The Best 2018 Content Calendar Template to Get Organized All Year 2018 Social Media Content Calendar: How to Organize a Year of Posts the Easy Way 5 Lessons From The Forbes Editorial Calendar That Will Make You Better At Blog Planning How To Use A Content Marketing Editorial Calendar To Save A Ton Of Time Seven Content Calendar Examples From Awesome Brands to Inspire Your Own While editorial  calendars work particularly well for managing blogs, you can use them to organize all of your marketing. So I wanted to know how the other pros out there plan more than just blog and social media content, but a true all-in-one marketing calendar that you can also do with . Here's what they had to say: Plan Actual Pieces Of Content To Target Specific Keywords Your Audience Uses You used Marcus' algorithm to prioritize your projects, so let's make those into actual pieces of content on your calendar. John Jantsch at Duct Tape Marketing had some more solid advice on planning projects as content: Now take that list to the Google Keyword Planner and see if you can find themes that have significant volume. You must balance key terms with being too generic though. A term like â€Å"marketing† wouldn’t make sense as a theme, even for a marketing consultant, but a term like â€Å"referral marketing tactics† might. To summarize: While all of your content may be connected to a theme, choose a keyword for every single piece of content you'll publish. These may be keywords all related to the same topic, but unique enough to help you connect your different content to the terms your audience is searching for. To Do: Read this: SEO Content Strategy: How to Skyrocket Your Traffic By 594%. Select a core  keyword for every single piece of content (and related keywords)  that will publish on the magical interwebs. Then add the keywords into  your projects on your marketing calendar according to the priority you defined through Marcus' scoring  exercise. Plan Content For A Week, Month, Or Year Out Joe Pulizzi from Content Marketing Institute has a lot of insight on  the content marketing process, and marketing calendars are a huge element of successful strategies turning into real content: One thing is certain: if you don’t keep an editorial/content calendar, the content doesn’t get done. - Joe Pulizzi Joe breaks it down into such a simple idea: An editorial calendar simply tracks what content you are going to cover, what tactic it’s for (blog, newsletter, etc.) and who’s responsible. [...] Best practice is to set up a master calendar for all your content initiatives, and then a separate content calendar for each initiative. Traditionally, we’ve set up editorial calendars 12 months out and then constantly change them as we tweak the marketing plan. The good news is that your themes are the year calendar, and now you're ready to plan real projects for each "initiative", as Joe calls them. So let's recap everything  you just learned, and use Joe's advice to get your projects on your marketing calendar. To Do: At this point, you have a marketing calendar with themes outlining the topics you'll cover every single month. Plan those themes on your marketing calendar for the entire year (and take seasonality into account, too, for big holidays or events in your industry). You  got the entire team on board to understand their roles. Now it's time to understand how much content you can actually produce in a given week or month. Sit down with the team to plan your publishing frequency,  taking into consideration all of the  marketing projects you'll complete. You have a list of prioritized projects to complete. Now that you know how much you can complete, and the entire team is on board, plan an achievable amount of projects.  It's not worth stressing yourself out with an unrealistic amount of projects to complete. Actually Create The Content I couldn't say this better than Rebecca Lieb from (who's brilliant, by the way, and worth following) on combining your marketing calendar with a content production  process: Many editorial calendars also incorporate the production process into the mix, which is a great way to ensure content creation is on track. This can include who’s responsible for individual content elements, the due date of a first draft, who conducts the copyedit, and a date (often, with a specific time) for receiving and proofing the final draft, entering it into the CMS system (or newsletter template, or blog platform), and when it will be pushed live, or published. Where Rebecca started, Jodi Harris from Content Marketing Institute provides a  few more details to help you set up your marketing calendar: The date the piece of content will be published The topic or headline of the content piece The author of the content The owner of the content – i.e., who is in charge of making sure the content makes it from ideation to publication and promotion The current status of the content (updated as it moves through your publishing cycle) Jodi continues with a few more items to include: The channels where your content will be published: This can include only your owned channels (such as your blog, Facebook Page, website, YouTube page, email newsletters, etc.), or you can expand your tracking to include paid and earned channels, as well. Content formats: Is it a blog post? A video? A podcast? An infographic? An original image? To get more mileage from the content you create, you might want to consider repurposing it into other formats at some point. So it’s handy to keep tabs on the types of assets you have on hand right from the start. Visuals: Speaking of assets, it’s important that you don’t overlook the appeal that visuals can lend to your content, both in terms of social sharing potential and overall brand recognition. Tracking the visual elements you include in your content efforts – such as cover images, logos, illustrations, charts – will make it easier to ensure that your work has a signature look and cohesive brand identity. Topic categories: This helps make your calendars more searchable when you are looking to see about which target topics you already created a lot of content – or which you haven’t covered often enough. Keywords and other meta-data, such as meta-descriptions and SEO titles (if they differ from your headlines), which will help you keep your SEO efforts aligned with your content creation. URLs: This info can be archived as an easy way to keep your online content audits updated, or to link to older pieces of content in the new content you create. Calls to action: This helps you ensure that every piece of content you create is aligning with your company’s marketing goals. So it makes sense to simply include all of this advice  right  in your marketing  calendar as you create it. Here's how:All the actionable advice in this post will work with any format your marketing calendar takes. It's just that is actually designed to be your all-in-one marketing calendar, and helps you do all of this way more efficiently. What would your marketing  look like if you could manage all of this in one tool? Are you ready to get started? How to Plan a Marketing Calendar That Actually Works (Free Template) Im going to be blunt. A lot of marketing calendars are really tough to use simply because they arent designed to be marketing calendar tools. And that makes it really tough to plan a marketing calendar that actually works: PDFs: Printing a free editorial calendar template like this one from   is  a great way to start  your  planning- to get the brainstorming going. From here, youll likely want a digital version thats a bit easier to update with your constant changes. Excel: Heres a free marketing calendar template from Content Marketing Institute to get you started on a digital version. But its a bit difficult to get  your team to use it when you have it locked all day as you plan. :/ Google Docs:  A spreadsheet in Google Docs/Sheets like this marketing calendar template from Crackerjack Marketing will help you solve the locking problem youd experience with Excel. This still doesnt feel like a marketing calendar, though, without a visual way to see your upcoming projects. Google Calendar:  You could also build a marketing calendar in Google Calendar. The thing is If youve followed our  advice on social media calendars, you  may schedule 30 or more social messages throughout the following weeks and months to share a single blog post  with your audience. Im sure you cant imagine copying and pasting all of those from Google Calendar into your different social networks- what a time suck! Not to mention copying and pasting all of your other content, too So What Will Help You Plan An Awesome Marketing Calendar? So where am I going with all of this? Ive read dozens of other posts on marketing calendars, editorial calendars, content marketing calendars, social media calendars- you get the picture. And I checked out  a  monster list of marketing calendar templates in a post on Crazy Eggs blog. There are tons of folks who have really good ideas of what  to include in your calendar, and starting with a template to get your brainstorming underway is a solid way to begin. So heres how to plan a marketing calendar that really works- with a few tips from us at , and a lot more from the other rock stars out there. How To Plan A #MarketingCalendar That Actually WorksStart With This Guide + Marketing Calendar Template, And Then You might just need a guide and a little something to  write on while you read this post. Ive got your back. Download the free guide that will help you implement all of this advice with actionable, step-by-step information. Youll also get a  free marketing calendar template  (plus bonus social + email marketing calendars) to help you plan all your content in advance. And when you're ready to use a tool designed to be your marketing calendar,  get started with 14 free days of . Now let's get to the good stuff. Step #1: Turn Your Marketing Strategy Into Real Content You'll Create Maybe writing a  30-page marketing strategy  isn't as important as  planning real content. It sounds harsh, but hear me out: For startups, business plans are no longer normal. In fact, they're now considered a faux pas and seen as a mere â€Å"business guess.† But that wasn’t always the case.  Before the lean startup, the business plan was a document that assumed we knew everything there was to know about our business, a plan set in stone. It was done, or so we thought. In reality, it was just a big huge guess.   Marketing plans and gigantic old strategy documents aren’t much different. They may sound novel and responsible, but the reality is that they are just guesses, too. What could content marketing strategy builders learn from the lean startup model? For a startup, business plans are no longer normal. @garrett_moonThe more time you spend strategizing, the less time you spend creating real content that will influence sales (which, let's face it, is the entire reason to plan your marketing calendar). Whether you have a marketing strategy already  or not, there are just a few things you need in your strategy to help you validate  what content to create: The now-infamous: Know your audience. This could start as simple as a customer survey, then possibly just bullet points you add into an Evernote note that help you stay in touch with your customers'  changing needs. The main point here is this: Keep it simple, especially at first. Create content. Content is data, and you get to know your customers  by creating content and measuring its impact. There's no way you will know everything about your audience until you put something out there, start communicating with them, and get their feedback. Start small. If you're thinking about doing an hourlong video or an e-book first, think again. Could you release a chapter of an e-book first to gauge its performance before you spend more time developing content on that topic? Could the same go for your monster video? If content is data, plan minimum viable content on your marketing calendar first to feel out what will truly "move the needle." (I had to sneak in a quip  like that since we're talking strategy!) That really looks like this: From here, turn your strategy into content. And  use the data from what you create to plan more: Create your content. Share it with your audience. Measure what's working. Learn what to create and where to share. Plan more content like your best-performing projects. Recommended Reading:  Here’s Why You Don’t Need A â€Å"Content Marketing Strategy† So now that you have a minimum viable marketing strategy to get started, the next step is looping in who'll help you create that content. This will help you define expectations for everyone- even if it's really only you as an all-in-one marketing team. To Do: Brainstorm  every question your audience has about your niche from knowing nothing to being an expert. From there, strategize the best forms of content  you'll use to answer their questions. This will serve as the foundation for your marketing calendar. I’d rather have a first-rate execution and second-rate strategy any time than a brilliant idea and mediocre management. - Jamie Dimon Step #2: Understand Who'll Do What Ann Handley has an awesome idea when it comes to who should be involved in your editorial flow, and thus, have access to your marketing calendar to understand when pieces will publish: A Simple Content Marketing Org Chart from Ann Handley She  says: These are roles not staff positions. Each role might be filled by one person or perhaps by a dozen, depending on the size and complexity of your own organization. Let's take a look at those roles quick: Team lead, or your strategist Editorial director Designers Content creators Curator Syndicator Analytics expert Site manager That's a pretty good list. And while that list works for Ann, it might not for you. For a small team, you  can narrow that list of roles down even further: Team lead who helps with planning, editing, publishing, and distributing Writer who turns a content idea into something your audience will love Designer (or videographer, podcaster, etc.) who takes  the writer's creation  to the next level Essentially, these folks are the ones who'll help you plan, create, and share the content  according to your marketing strategy. Get everyone on the same page now to make actually producing content a lot easier down the road. To Do: Narrow down the roles you need to create the different content types you explored in step #1. Brainstorm  who'll help you complete those projects (you're looking for names here). Get everyone on the same page to understand about how much content you can publish in a normal week. Find a marketing calendar tool that helps with project management, communication, and workflow that everyone will use. Now it's time work that marketing calendar:  Plan what topics you'll cover. Step #3: Define Your Topic Themes John Jantsch over at Duct Tape Marketing plans out his marketing calendar based on themes. The themes help him look at a calendar that connects with topics  he wants to cover for his audience. Note that this isn't actual content yet- it's just a note of the topics he'd like to address in his content: The first step is to start making a list of your most important themes. I generally try to find three core themes and about nine supplemental themes. (Nice tidy 12 monthly themes.) Your core themes are the kinds of things that might be found on your homepage or even in the title attribute of your home page. Or, perhaps the main navigational elements of your site. While it scares me to plan 12 months ahead  because the data from your current content should help you plan new content,  this is an awesome way to plan strategically (and super efficiently) and keep your content on point. John shares exactly how he chooses themes: Start with brainstorming. Lock yourself away and start thinking about the kinds of things people ask about the most, where you make your most money, or where you see the greatest opportunities in your industry. This is often enough to create a good start to your list. Obviously, if you have a team, get them involved – they may actually know better than you. (Industry jargon that means nothing to the prospect must be left out here.) John mentions this is a nice way to get past staring at a blank marketing calendar without any clue of what content to add to it. I also love that about themes. To Do: Find the main themes from your list of customer questions in step #1. Define their biggest challenges, the areas of opportunity in your industry, and how you make the most money. Choose themes to flesh out your marketing calendar. You may want to plan a month ahead, a quarter, or the entire year.  It's whatever works for you. Personally, I'd choose weekly themes to repeat over the course of months to have tangible data as evidence to plan more content around a theme or less. This way, you'd avoid planning lots of content around a theme for an entire month without knowing if that theme is a dud. Plan those themes on your marketing calendar for your entire team to see. Remember, themes aren't content; themes direct the content your team will create. Step #4: Prioritize  Your Marketing Projects Marcus Sheridan from  The Sales Lion has a simple solution to help you plan your marketing calendar based on projects that will have the biggest impact on your business. He addresses prioritizing your marketing calendar  very simply: Remember, content marketing is about generating more sales. When all is said and done, that’s what matters. He suggests  prioritizing more "Buyer's Content" instead of so much top of the funnel, inbound content. By understanding this, the aim is  to plan content on your marketing calendar that will help prospects make purchase decisions instead of purely focusing on content that's great for the top of the funnel but just generating traffic. The team at The Sales Lion even have a  simple  algorithm they use to prioritize their projects that you can use, too: Essentially, we have every client rate their planned content (be it blog titles, videos, etc.) on a scale of 1-3. A â€Å"3† score means it’s â€Å"Buyer’s Content† and therefore marked as most urgent- moving it to the top of the calendar. If it’s a â€Å"1† grade, then we’ll wait to produce this content because it’s either a top of funnel question that a buyer may be asking or even an â€Å"outside of the funnel† question/subject- meaning that although it may be relevant to the business and buyer, it doesn’t necessarily represent someone who is seriously considering making a purchase right now. From here, you can plan a balance of content focused on selling and content focused on inspiring interest in your business on your marketing calendar. To-Do: For each theme, brainstorm content you could create for that topic. Don't limit yourself at first: When you think of an idea, write it down quickly and move to the next. For those content ideas, use Marcus' algorithm to rank them with good, better, best: 1 means inbound, 3  means looking to buy. Use your best judgement to rank these just to get started. Sift through the  content ideas for every  theme. Sort them according to 3, 2, 1 to prepare a prioritized list that you'll add to your marketing calendar. And when you start planning actual pieces of content on your calendar, there are a few things to keep in mind: Step #5: Plan Your Content On Your Marketing Calendar This is the fun part! And there are many ways to do this: The Best 2018 Content Calendar Template to Get Organized All Year 2018 Social Media Content Calendar: How to Organize a Year of Posts the Easy Way 5 Lessons From The Forbes Editorial Calendar That Will Make You Better At Blog Planning How To Use A Content Marketing Editorial Calendar To Save A Ton Of Time Seven Content Calendar Examples From Awesome Brands to Inspire Your Own While editorial  calendars work particularly well for managing blogs, you can use them to organize all of your marketing. So I wanted to know how the other pros out there plan more than just blog and social media content, but a true all-in-one marketing calendar that you can also do with . Here's what they had to say: Plan Actual Pieces Of Content To Target Specific Keywords Your Audience Uses You used Marcus' algorithm to prioritize your projects, so let's make those into actual pieces of content on your calendar. John Jantsch at Duct Tape Marketing had some more solid advice on planning projects as content: Now take that list to the Google Keyword Planner and see if you can find themes that have significant volume. You must balance key terms with being too generic though. A term like â€Å"marketing† wouldn’t make sense as a theme, even for a marketing consultant, but a term like â€Å"referral marketing tactics† might. To summarize: While all of your content may be connected to a theme, choose a keyword for every single piece of content you'll publish. These may be keywords all related to the same topic, but unique enough to help you connect your different content to the terms your audience is searching for. To Do: Read this: SEO Content Strategy: How to Skyrocket Your Traffic By 594%. Select a core  keyword for every single piece of content (and related keywords)  that will publish on the magical interwebs. Then add the keywords into  your projects on your marketing calendar according to the priority you defined through Marcus' scoring  exercise. Plan Content For A Week, Month, Or Year Out Joe Pulizzi from Content Marketing Institute has a lot of insight on  the content marketing process, and marketing calendars are a huge element of successful strategies turning into real content: One thing is certain: if you don’t keep an editorial/content calendar, the content doesn’t get done. - Joe Pulizzi Joe breaks it down into such a simple idea: An editorial calendar simply tracks what content you are going to cover, what tactic it’s for (blog, newsletter, etc.) and who’s responsible. [...] Best practice is to set up a master calendar for all your content initiatives, and then a separate content calendar for each initiative. Traditionally, we’ve set up editorial calendars 12 months out and then constantly change them as we tweak the marketing plan. The good news is that your themes are the year calendar, and now you're ready to plan real projects for each "initiative", as Joe calls them. So let's recap everything  you just learned, and use Joe's advice to get your projects on your marketing calendar. To Do: At this point, you have a marketing calendar with themes outlining the topics you'll cover every single month. Plan those themes on your marketing calendar for the entire year (and take seasonality into account, too, for big holidays or events in your industry). You  got the entire team on board to understand their roles. Now it's time to understand how much content you can actually produce in a given week or month. Sit down with the team to plan your publishing frequency,  taking into consideration all of the  marketing projects you'll complete. You have a list of prioritized projects to complete. Now that you know how much you can complete, and the entire team is on board, plan an achievable amount of projects.  It's not worth stressing yourself out with an unrealistic amount of projects to complete. Actually Create The Content I couldn't say this better than Rebecca Lieb from (who's brilliant, by the way, and worth following) on combining your marketing calendar with a content production  process: Many editorial calendars also incorporate the production process into the mix, which is a great way to ensure content creation is on track. This can include who’s responsible for individual content elements, the due date of a first draft, who conducts the copyedit, and a date (often, with a specific time) for receiving and proofing the final draft, entering it into the CMS system (or newsletter template, or blog platform), and when it will be pushed live, or published. Where Rebecca started, Jodi Harris from Content Marketing Institute provides a  few more details to help you set up your marketing calendar: The date the piece of content will be published The topic or headline of the content piece The author of the content The owner of the content – i.e., who is in charge of making sure the content makes it from ideation to publication and promotion The current status of the content (updated as it moves through your publishing cycle) Jodi continues with a few more items to include: The channels where your content will be published: This can include only your owned channels (such as your blog, Facebook Page, website, YouTube page, email newsletters, etc.), or you can expand your tracking to include paid and earned channels, as well. Content formats: Is it a blog post? A video? A podcast? An infographic? An original image? To get more mileage from the content you create, you might want to consider repurposing it into other formats at some point. So it’s handy to keep tabs on the types of assets you have on hand right from the start. Visuals: Speaking of assets, it’s important that you don’t overlook the appeal that visuals can lend to your content, both in terms of social sharing potential and overall brand recognition. Tracking the visual elements you include in your content efforts – such as cover images, logos, illustrations, charts – will make it easier to ensure that your work has a signature look and cohesive brand identity. Topic categories: This helps make your calendars more searchable when you are looking to see about which target topics you already created a lot of content – or which you haven’t covered often enough. Keywords and other meta-data, such as meta-descriptions and SEO titles (if they differ from your headlines), which will help you keep your SEO efforts aligned with your content creation. URLs: This info can be archived as an easy way to keep your online content audits updated, or to link to older pieces of content in the new content you create. Calls to action: This helps you ensure that every piece of content you create is aligning with your company’s marketing goals. So it makes sense to simply include all of this advice  right  in your marketing  calendar as you create it. Here's how:All the actionable advice in this post will work with any format your marketing calendar takes. It's just that is actually designed to be your all-in-one marketing calendar, and helps you do all of this way more efficiently. What would your marketing  look like if you could manage all of this in one tool? Are you ready to get started? How to Plan a Marketing Calendar That Actually Works (Free Template) Im going to be blunt. A lot of marketing calendars are really tough to use simply because they arent designed to be marketing calendar tools. And that makes it really tough to plan a marketing calendar that actually works: PDFs: Printing a free editorial calendar template like this one from   is  a great way to start  your  planning- to get the brainstorming going. From here, youll likely want a digital version thats a bit easier to update with your constant changes. Excel: Heres a free marketing calendar template from Content Marketing Institute to get you started on a digital version. But its a bit difficult to get  your team to use it when you have it locked all day as you plan. :/ Google Docs:  A spreadsheet in Google Docs/Sheets like this marketing calendar template from Crackerjack Marketing will help you solve the locking problem youd experience with Excel. This still doesnt feel like a marketing calendar, though, without a visual way to see your upcoming projects. Google Calendar:  You could also build a marketing calendar in Google Calendar. The thing is If youve followed our  advice on social media calendars, you  may schedule 30 or more social messages throughout the following weeks and months to share a single blog post  with your audience. Im sure you cant imagine copying and pasting all of those from Google Calendar into your different social networks- what a time suck! Not to mention copying and pasting all of your other content, too So What Will Help You Plan An Awesome Marketing Calendar? So where am I going with all of this? Ive read dozens of other posts on marketing calendars, editorial calendars, content marketing calendars, social media calendars- you get the picture. And I checked out  a  monster list of marketing calendar templates in a post on Crazy Eggs blog. There are tons of folks who have really good ideas of what  to include in your calendar, and starting with a template to get your brainstorming underway is a solid way to begin. So heres how to plan a marketing calendar that really works- with a few tips from us at , and a lot more from the other rock stars out there. How To Plan A #MarketingCalendar That Actually WorksStart With This Guide + Marketing Calendar Template, And Then You might just need a guide and a little something to  write on while you read this post. Ive got your back. Download the free guide that will help you implement all of this advice with actionable, step-by-step information. Youll also get a  free marketing calendar template  (plus bonus social + email marketing calendars) to help you plan all your content in advance. And when you're ready to use a tool designed to be your marketing calendar,  get started with 14 free days of . Now let's get to the good stuff. Step #1: Turn Your Marketing Strategy Into Real Content You'll Create Maybe writing a  30-page marketing strategy  isn't as important as  planning real content. It sounds harsh, but hear me out: For startups, business plans are no longer normal. In fact, they're now considered a faux pas and seen as a mere â€Å"business guess.† But that wasn’t always the case.  Before the lean startup, the business plan was a document that assumed we knew everything there was to know about our business, a plan set in stone. It was done, or so we thought. In reality, it was just a big huge guess.   Marketing plans and gigantic old strategy documents aren’t much different. They may sound novel and responsible, but the reality is that they are just guesses, too. What could content marketing strategy builders learn from the lean startup model? For a startup, business plans are no longer normal. @garrett_moonThe more time you spend strategizing, the less time you spend creating real content that will influence sales (which, let's face it, is the entire reason to plan your marketing calendar). Whether you have a marketing strategy already  or not, there are just a few things you need in your strategy to help you validate  what content to create: The now-infamous: Know your audience. This could start as simple as a customer survey, then possibly just bullet points you add into an Evernote note that help you stay in touch with your customers'  changing needs. The main point here is this: Keep it simple, especially at first. Create content. Content is data, and you get to know your customers  by creating content and measuring its impact. There's no way you will know everything about your audience until you put something out there, start communicating with them, and get their feedback. Start small. If you're thinking about doing an hourlong video or an e-book first, think again. Could you release a chapter of an e-book first to gauge its performance before you spend more time developing content on that topic? Could the same go for your monster video? If content is data, plan minimum viable content on your marketing calendar first to feel out what will truly "move the needle." (I had to sneak in a quip  like that since we're talking strategy!) That really looks like this: From here, turn your strategy into content. And  use the data from what you create to plan more: Create your content. Share it with your audience. Measure what's working. Learn what to create and where to share. Plan more content like your best-performing projects. Recommended Reading:  Here’s Why You Don’t Need A â€Å"Content Marketing Strategy† So now that you have a minimum viable marketing strategy to get started, the next step is looping in who'll help you create that content. This will help you define expectations for everyone- even if it's really only you as an all-in-one marketing team. To Do: Brainstorm  every question your audience has about your niche from knowing nothing to being an expert. From there, strategize the best forms of content  you'll use to answer their questions. This will serve as the foundation for your marketing calendar. I’d rather have a first-rate execution and second-rate strategy any time than a brilliant idea and mediocre management. - Jamie Dimon Step #2: Understand Who'll Do What Ann Handley has an awesome idea when it comes to who should be involved in your editorial flow, and thus, have access to your marketing calendar to understand when pieces will publish: A Simple Content Marketing Org Chart from Ann Handley She  says: These are roles not staff positions. Each role might be filled by one person or perhaps by a dozen, depending on the size and complexity of your own organization. Let's take a look at those roles quick: Team lead, or your strategist Editorial director Designers Content creators Curator Syndicator Analytics expert Site manager That's a pretty good list. And while that list works for Ann, it might not for you. For a small team, you  can narrow that list of roles down even further: Team lead who helps with planning, editing, publishing, and distributing Writer who turns a content idea into something your audience will love Designer (or videographer, podcaster, etc.) who takes  the writer's creation  to the next level Essentially, these folks are the ones who'll help you plan, create, and share the content  according to your marketing strategy. Get everyone on the same page now to make actually producing content a lot easier down the road. To Do: Narrow down the roles you need to create the different content types you explored in step #1. Brainstorm  who'll help you complete those projects (you're looking for names here). Get everyone on the same page to understand about how much content you can publish in a normal week. Find a marketing calendar tool that helps with project management, communication, and workflow that everyone will use. Now it's time work that marketing calendar:  Plan what topics you'll cover. Step #3: Define Your Topic Themes John Jantsch over at Duct Tape Marketing plans out his marketing calendar based on themes. The themes help him look at a calendar that connects with topics  he wants to cover for his audience. Note that this isn't actual content yet- it's just a note of the topics he'd like to address in his content: The first step is to start making a list of your most important themes. I generally try to find three core themes and about nine supplemental themes. (Nice tidy 12 monthly themes.) Your core themes are the kinds of things that might be found on your homepage or even in the title attribute of your home page. Or, perhaps the main navigational elements of your site. While it scares me to plan 12 months ahead  because the data from your current content should help you plan new content,  this is an awesome way to plan strategically (and super efficiently) and keep your content on point. John shares exactly how he chooses themes: Start with brainstorming. Lock yourself away and start thinking about the kinds of things people ask about the most, where you make your most money, or where you see the greatest opportunities in your industry. This is often enough to create a good start to your list. Obviously, if you have a team, get them involved – they may actually know better than you. (Industry jargon that means nothing to the prospect must be left out here.) John mentions this is a nice way to get past staring at a blank marketing calendar without any clue of what content to add to it. I also love that about themes. To Do: Find the main themes from your list of customer questions in step #1. Define their biggest challenges, the areas of opportunity in your industry, and how you make the most money. Choose themes to flesh out your marketing calendar. You may want to plan a month ahead, a quarter, or the entire year.  It's whatever works for you. Personally, I'd choose weekly themes to repeat over the course of months to have tangible data as evidence to plan more content around a theme or less. This way, you'd avoid planning lots of content around a theme for an entire month without knowing if that theme is a dud. Plan those themes on your marketing calendar for your entire team to see. Remember, themes aren't content; themes direct the content your team will create. Step #4: Prioritize  Your Marketing Projects Marcus Sheridan from  The Sales Lion has a simple solution to help you plan your marketing calendar based on projects that will have the biggest impact on your business. He addresses prioritizing your marketing calendar  very simply: Remember, content marketing is about generating more sales. When all is said and done, that’s what matters. He suggests  prioritizing more "Buyer's Content" instead of so much top of the funnel, inbound content. By understanding this, the aim is  to plan content on your marketing calendar that will help prospects make purchase decisions instead of purely focusing on content that's great for the top of the funnel but just generating traffic. The team at The Sales Lion even have a  simple  algorithm they use to prioritize their projects that you can use, too: Essentially, we have every client rate their planned content (be it blog titles, videos, etc.) on a scale of 1-3. A â€Å"3† score means it’s â€Å"Buyer’s Content† and therefore marked as most urgent- moving it to the top of the calendar. If it’s a â€Å"1† grade, then we’ll wait to produce this content because it’s either a top of funnel question that a buyer may be asking or even an â€Å"outside of the funnel† question/subject- meaning that although it may be relevant to the business and buyer, it doesn’t necessarily represent someone who is seriously considering making a purchase right now. From here, you can plan a balance of content focused on selling and content focused on inspiring interest in your business on your marketing calendar. To-Do: For each theme, brainstorm content you could create for that topic. Don't limit yourself at first: When you think of an idea, write it down quickly and move to the next. For those content ideas, use Marcus' algorithm to rank them with good, better, best: 1 means inbound, 3  means looking to buy. Use your best judgement to rank these just to get started. Sift through the  content ideas for every  theme. Sort them according to 3, 2, 1 to prepare a prioritized list that you'll add to your marketing calendar. And when you start planning actual pieces of content on your calendar, there are a few things to keep in mind: Step #5: Plan Your Content On Your Marketing Calendar This is the fun part! And there are many ways to do this: The Best 2018 Content Calendar Template to Get Organized All Year 2018 Social Media Content Calendar: How to Organize a Year of Posts the Easy Way 5 Lessons From The Forbes Editorial Calendar That Will Make You Better At Blog Planning How To Use A Content Marketing Editorial Calendar To Save A Ton Of Time Seven Content Calendar Examples From Awesome Brands to Inspire Your Own While editorial  calendars work particularly well for managing blogs, you can use them to organize all of your marketing. So I wanted to know how the other pros out there plan more than just blog and social media content, but a true all-in-one marketing calendar that you can also do with . Here's what they had to say: Plan Actual Pieces Of Content To Target Specific Keywords Your Audience Uses You used Marcus' algorithm to prioritize your projects, so let's make those into actual pieces of content on your calendar. John Jantsch at Duct Tape Marketing had some more solid advice on planning projects as content: Now take that list to the Google Keyword Planner and see if you can find themes that have significant volume. You must balance key terms with being too generic though. A term like â€Å"marketing† wouldn’t make sense as a theme, even for a marketing consultant, but a term like â€Å"referral marketing tactics† might. To summarize: While all of your content may be connected to a theme, choose a keyword for every single piece of content you'll publish. These may be keywords all related to the same topic, but unique enough to help you connect your different content to the terms your audience is searching for. To Do: Read this: SEO Content Strategy: How to Skyrocket Your Traffic By 594%. Select a core  keyword for every single piece of content (and related keywords)  that will publish on the magical interwebs. Then add the keywords into  your projects on your marketing calendar according to the priority you defined through Marcus' scoring  exercise. Plan Content For A Week, Month, Or Year Out Joe Pulizzi from Content Marketing Institute has a lot of insight on  the content marketing process, and marketing calendars are a huge element of successful strategies turning into real content: One thing is certain: if you don’t keep an editorial/content calendar, the content doesn’t get done. - Joe Pulizzi Joe breaks it down into such a simple idea: An editorial calendar simply tracks what content you are going to cover, what tactic it’s for (blog, newsletter, etc.) and who’s responsible. [...] Best practice is to set up a master calendar for all your content initiatives, and then a separate content calendar for each initiative. Traditionally, we’ve set up editorial calendars 12 months out and then constantly change them as we tweak the marketing plan. The good news is that your themes are the year calendar, and now you're ready to plan real projects for each "initiative", as Joe calls them. So let's recap everything  you just learned, and use Joe's advice to get your projects on your marketing calendar. To Do: At this point, you have a marketing calendar with themes outlining the topics you'll cover every single month. Plan those themes on your marketing calendar for the entire year (and take seasonality into account, too, for big holidays or events in your industry). You  got the entire team on board to understand their roles. Now it's time to understand how much content you can actually produce in a given week or month. Sit down with the team to plan your publishing frequency,  taking into consideration all of the  marketing projects you'll complete. You have a list of prioritized projects to complete. Now that you know how much you can complete, and the entire team is on board, plan an achievable amount of projects.  It's not worth stressing yourself out with an unrealistic amount of projects to complete. Actually Create The Content I couldn't say this better than Rebecca Lieb from (who's brilliant, by the way, and worth following) on combining your marketing calendar with a content production  process: Many editorial calendars also incorporate the production process into the mix, which is a great way to ensure content creation is on track. This can include who’s responsible for individual content elements, the due date of a first draft, who conducts the copyedit, and a date (often, with a specific time) for receiving and proofing the final draft, entering it into the CMS system (or newsletter template, or blog platform), and when it will be pushed live, or published. Where Rebecca started, Jodi Harris from Content Marketing Institute provides a  few more details to help you set up your marketing calendar: The date the piece of content will be published The topic or headline of the content piece The author of the content The owner of the content – i.e., who is in charge of making sure the content makes it from ideation to publication and promotion The current status of the content (updated as it moves through your publishing cycle) Jodi continues with a few more items to include: The channels where your content will be published: This can include only your owned channels (such as your blog, Facebook Page, website, YouTube page, email newsletters, etc.), or you can expand your tracking to include paid and earned channels, as well. Content formats: Is it a blog post? A video? A podcast? An infographic? An original image? To get more mileage from the content you create, you might want to consider repurposing it into other formats at some point. So it’s handy to keep tabs on the types of assets you have on hand right from the start. Visuals: Speaking of assets, it’s important that you don’t overlook the appeal that visuals can lend to your content, both in terms of social sharing potential and overall brand recognition. Tracking the visual elements you include in your content efforts – such as cover images, logos, illustrations, charts – will make it easier to ensure that your work has a signature look and cohesive brand identity. Topic categories: This helps make your calendars more searchable when you are looking to see about which target topics you already created a lot of content – or which you haven’t covered often enough. Keywords and other meta-data, such as meta-descriptions and SEO titles (if they differ from your headlines), which will help you keep your SEO efforts aligned with your content creation. URLs: This info can be archived as an easy way to keep your online content audits updated, or to link to older pieces of content in the new content you create. Calls to action: This helps you ensure that every piece of content you create is aligning with your company’s marketing goals. So it makes sense to simply include all of this advice  right  in your marketing  calendar as you create it. Here's how:All the actionable advice in this post will work with any format your marketing calendar takes. It's just that is actually designed to be your all-in-one marketing calendar, and helps you do all of this way more efficiently. What would your marketing  look like if you could manage all of this in one tool? Are you ready to get started?

Corporate Social Responsibility Essay Example | Topics and Well Written Essays - 1000 words - 4

Corporate Social Responsibility - Essay Example o work towards the fulfilment of its own interests in total disregard of the individuals whom it is representing, and in such a situation it is possible that the principal is the one most likely to suffer (Crane & Matten, 2003, p.42). In this way, it is possible for the principal–agent problem to take place, leading to the ruining of relationships which were meant to be mutually beneficial. The fact that the agent works towards the achievement of its own goals to the total detriment of the entity represented by it creates a situation where it is impossible for such entities to trust agents to handle their affairs. In this way, the agent is given the power to represent the interests of the principal, and instead of doing so, it chooses to undertake activities which not only ensure that it gains a lot from the activities, but that the interests of the principal suffer as a result. Corporate social responsibility comes about mainly because of the instances of conflict that are a part of the inconsistencies that occur between the profitability and social goals. The result is that many companies have to work towards the attainment of profits while at the same time ensuring that they act responsibly towards their employees as well as the societies that are affected by their activities. A case study conducted on Levi Strauss shows that this company makes sure that the working conditions and wages among the workers throughout its supply chain is reasonable (McWilliams & Siegel, 2001). In this way, the company is able not only to achieve the legal requirements of the countries within which it works, but it also ensures that it takes ethical responsibility over its actions as well as its employees. While this may be the case, there have been instances where because of the massive profit margins within these companies, many of their chief executives have gone out of t heir way to ensure that they gain huge salary increments. In such cases, these executive officers are often