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What Works

Content Marketing Is Nothing New

By Janet Fouts, CLICK Contributor

NEW YORK—It cracks me up when a client calls and asks me about "this new content marketing thing." Honestly, we're so hung up on buzzwords these days we can't see the forest for the trees!

I came across this infographic (History of Content Marketing) that perfectly explains it. Geez, can anything that dates back to 4200 B.C. be called 'new'?

And what about John Deere coming up with a customer-focused magazine in 1895? Brilliant. They thought to themselves "How can we talk to our customers in larger numbers and keep in the front of their minds?", or at least that's what I imagine they were thinking. (I'm old, but not THAT old...)



Crowdsourcing + Social Media = A Movement
Supporting Young Children Wearing Glasses

MADISON, Wis.—Crowdsourcing, via sites like IndieGogo and Kickstarter and others, have gained traction as grass-roots ways of raising funds for everything from special purpose projects to financing for-profit independent films, businesses and other larger non-profit works. Read more on how certain crowdfunding sites stand out as catalysts for eyewear initiatives in Crowdfunding: Catching the Public’s Eye.

A new example is one which supports the concept of helping young children feel good about wearing eyeglasses and eyecare professionals can take part.

Combined with social media, a new Kickstarter campaign is underway (with 13 more days to go) to help fund the launch of Glasses! a board book for babies and toddlers who wear glasses.


Local Eye Site

Cool Tools

iStock Photo

Quality images are driving perceptions on many of today’s websites and social media pages. But without a large photography budget and fees for a team of copyright lawyers, many commercial and professional sites are turning to royalty-free stock photography sites like iStock. Its rich resources include photos, illustrations, video and audio to enliven a topic or a home page or web section.



A massive range of images, from photographs to vector drawings to illustrations and animated gifs, are part of the resources of Shutterstock, which enables users the chance to access millions of image choices for their websites.



Sites to See


EyeTrain has launched OptiQuiz, an app quiz game to help opticians review test content for certification exams. Founded by master optician, Monica Scott, EyeTrain Apps encourages certification and licensure and is dedicated to providing new ways to enhance and supplement optical education.



British Contact Lens Association

After more than 18 months in development, the new British Contact Lens Association (BCLA) website has gone live. The new site is designed to raise the bar for online engagement and communication within the global contact lens community. The fully interactive site lets users create profiles and start conversations, ask questions and comment on news stories. It is easier to navigate with clearly defined sections, and incorporates the new BCLA branding and strapline – "Partnership, Leadership, Community."



Photo and Video Sharing Grow Online

NEW YORK—Photos and videos have become an integral part of the online social experience. In a new survey conducted by Pew Research Center's Internet Project, more than half of internet users post or share photos or videos online.

The latest data shows:

  • 54 percent of adult internet users post original photos or videos online that they themselves have created. Pew calls them creators and their number has grown from 46 percent of internet users last year.
  • 47 percent of adult internet users take photos or videos that they have found online and repost them on sites designed for sharing images with many people. Pew calls them curators and their number has grown from 41 pecent of internet users last year.


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