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Importance of Blog for your Business & Metrics to measure Success

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metrics to measure content performance


I am often asked the question from business owners if it’s worth the time and effort to maintain a blog on their website. Business owners spend time setting up social media presence and assume that it’s enough to boost their online presence. Still, a business blog can play a vital role in engaging potential customers.

If you really want to ensure that your business creates its credibility and visibility in the online space, then you must consider regularly posting high-quality and relevant content that could be useful to your potential consumers. Companies – small or multinational, must ensure that blog is an integral part of their Content Marketing strategy. Here are my 5 most important reasons why your business needs a blog.

1. Traffic driver and lead generation

A blog is an amazing way to drive targeted traffic to a site. 

Good SEO results from new content and relevant keywords, for which blogs present you with the perfect platform. Search engines like google love frequently posted relevant content, making the search engine bots come and visit your site more often to index fresh content. Whenever a new blog post is published on a website, it adds an indexed page, giving you the chance to show up in search results and get traffic to your site organically. 

Users, these days, use google to research almost every decision – big or small. The key is to create content that addresses your audience’s potential questions and address their pain points. 

Blogs don’t just help with building brand awareness but also warm prospective customers up to the business. With relevant and well-executed call-to-actions in place on a blog post, you could easily create opportunities to present offers, download reports, whitepapers and convert those visitors to leads for your business. Companies with blogs produce an average of 67% more leads monthly than companies that don’t blog. (DemandMetric)

2. Build authority and credibility

Blogging will give you the chance to showcase your expertise and earn the trust of your audience. Successful companies constantly publish blog articles to assert their authority as industry leaders.

Writing about industry trends and common questions asked by your customers could make you more trusted and prove your credibility as a subject matter expert. In addition, when you engage with your audience with advice, tips, and news related to your industry niche, it sends a clear signal of your expertise and customer service levels, and this could even be the deciding factor between you and your competitor.

Good blog content could also get you backlinks and digital PR. Informational and insightful content is valuable and tends to be picked up and referred to by other websites and blogs. Being linked is a recommendation signal to google, which improves your website authority, improving keyword rankings in search results.

3. Keep the audience updated on your business and services

Blogs give your company a voice and are a great way to educate your customers about what your business can do. 

You must aim to create value for your customers. By taking the effort to provide beneficial content for free, you are building loyalty among potential customers who will more likely choose your company over your competitors when they are ready to make a purchase. Some examples of such useful resources you could share via your blog could be a helpful checklist, ideas, recipes, insightful trends, and so on. 

You can also use blogs to create and cultivate an interest in your services. The key is to find a way to incorporate your services without making them the main focus of the blog content. For example, businesses like contractors, web designers, boutique agencies, hairdressers could use the blog as a portfolio. Then, use the right call to action to lead your readers to perform the next step, such as contact you or fill a form to reach out. 

4. Develop relationships with potential customers

Another important aspect of a blog is to learn more about your customers. 

Blogging is the ideal way to build relationships and engage with your audience. Customers can share stories about your products or services or ask questions about them. It could be a great way to understand what the readers have to say – ideas or suggestions. Like social listening, brands can leverage engagement and feedback on blog posts and social media to tweak their marketing strategies. 

Answer their questions and respond to your readers as soon as possible, it gives a human aspect to your business, and in turn, you gain insights, build trust and showcase that you care about their opinions. Doing so will also help to boost your brand’s visibility and position you as an industry expert.

5. Boost Social media & Email marketing

A powerful benefit of blogging is the opportunity it creates for others to share the link to your blog.

When you create unique, interesting blogs and provide valuable information, they get shared with a targeted audience. With these shares, you are likely to get even more shares that will help drive users to the blog and hence increase brand awareness. Blogs are like gold when planning your social media calendar – not only can you drive users to your site but also use quotes, images, or screenshots from the blog content to engage with your audience.  

You could also use blogs for your newsletters or email marketing. They would help reinforce the trust of users and position your business as a thought leader. If the users find your blog informative or interesting, they could also subscribe to hear from you more often.

 

How to get started 

While creating a successful blog that complements your business and expands its reach to new users, here are some important things to keep in mind. 

  • Focus on Content Quality – It is essential to ensure high-quality, relevant content that offers value to your target audience.  
  • Post content regularly – It is ideal if you post content regularly for your readers to come back and search engines to keep coming back to index the site faster. 
  • Get feedback – It is ideal to ensure you get feedback – positive or negative to know and understand your target audience better.
  • Promote content – It is best to promote each blog article across all marketing channels to attract and grow your reader base.

 

How to measure Content Marketing Performance

It was stated in a recent CMO survey that 65% of marketing professionals couldn’t demonstrate the impact of their marketing quantitatively. So the first challenge is to understand your organization’s goals, the brand’s higher purpose and then decide on the key performance indicators.  

I’m listing down the top 5 metrics that should definitely be on your list if you are looking to measure your blog’s performance. 

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1.   Consumption metrics

Looking at the basics, you need to see how many users are landing on your website. Ideal metrics you want to be looking at should be – 

  • Sessions
  • Users 
  • Pageviews 

Google analytics can further break down where this traffic is coming from – geography, browser, channel, etc. This information helps in understanding and localizing your content to reach out to your target audience. It is also useful to pick up trends like what type of blogs your readers find more engaging.

2.   Engagement metrics

Engagement metrics are important to track how people are engaging with the content on your site. Important metrics to look out for would include – 

  •     Average time on page
  •     Pages per session
  •     Average session duration
  •     Bounce Rate
  •     CTR (Click-through rate)

You could also look at the Social channel aspect to know what content topics resonate more with your followers. Other than google analytics, social listening tools like SproutSocial, SocialBakers,  Hootsuite, etc., can quickly show you the best performing content along with shares, comments, etc.

3.   Email metrics

If you are using your blogs in email marketing, it is important to analyze your email metrics. This would help give you a clear picture if your messaging is correct and that email marketing is working at achieving its goal of reaching out to users. While looking at your blog’s performance in this area, metrics to watch out for would be – 

  •     Email open rate
  •     Email Click-through rate
  •     Bounce rate
  •     Unsubscribes

4.   SEO Outcome Metrics

It is important to measure the SEO performance of your blogs. SERP ranking of your important keywords driving traffic to your site is the most important metric to measure. Google search console is the best place to identify the terms you’re ranking for. Also, since the rankings for keywords keep fluctuating, it’s best to track them over time with tools like SEMrush, Ahrefs, etc. 

The higher you rank for relevant keywords — the relevant traffic will flow in, which could lead to more conversions. On the other hand, if the blog quality is excellent, it is worth aiming for position 0, i.e., featured snippets that get more visibility in search results and higher click-through rates.

5.   Conversions

It is important to know what the users are doing once they come to your site and read your blog. Using clever placement of click-to-actions (CTAs), you could push the readers towards the next step to convert.

A conversion could vary from business to business – sale, sign up, form fill up, download pdf, etc. At the end of each blog, you must think about the next step you want the user to perform. Google Analytics provides the ability to set up goals to measure your conversions and even extensive ecommerce tracking to understand where and how the leads or sales flow through your site.

Summary 

Blogs humanize businesses and provide a strong foundation for marketing efforts. 

Setting up a blog on your business website can you can boost your search engine rankings, build your brand trust and develop relationships with your audience. This could result in your target readers choosing to buy products from you or hire your services over your competitor.

 There is a famous saying, “If you can’t measure it, you can’t improve it,” by Lord Kelvin. Hence, measure and analyze your content performance and use it to improve your marketing strategies to get to the top!

Yakita Seth

Yakita Seth

Digital Marketing Technologist with extensive experience in Search Engine Optimization (SEO). Her experience spans working both client and agency side across numerous industry verticals in the US, UK & APAC.

Politics

10 Blockchain Speakers Who Make It Easy to Understand

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Joel Comm; Blockchain Speakers


The blockchain and Bitcoin. Decentralized finance and smart contracts. Non-fungible tokens and play-to-earn gaming. The new world of Web 3 is a lot of things — but simple isn’t one of them. A few speakers manage to turn the complexity of the blockchain into concepts that are easy to understand and quick to grasp.

These men and women take questions from the audience — and have a coherent and logical explanation for anyone who knows enough to frame a good question. If you are creating an event and you want a great keynote speaker — whether in person or virtual — choose from this list.

Blockchain, Bitcoin, Decentralized Finance, Smart Contract, Non-Fungible Tokens, Play-to-Earn Gaming — Think of the Possibilities

When I study, listen, attend conferences, and get lists like this one ready — it’s a difficult process (no doubt, those of you in this business can relate).

I have listened to most of these individuals speak and usually put Joel Comm at the top of my lists because he’s so dang funny — although these speakers are listed here in no particular order.

Joel Comm
  1. Joel Comm (@joelcomm)

Joel Comm reached the blockchain world after selling a games company to Yahoo!, revealing the secrets of Google’s AdSense system, and explaining how to market on Twitter as soon as the “microblogging” platform was launched. With Travis Wright, he presents both The Bad Crypto Podcast and The Nifty Show, two podcasts that interview blockchain leaders and entrepreneurs, explaining their activities to a non-technical audience.

Igor Pejic; Blockchain Speakers
Igor Pejic
  1. Igor Pejic (@IgorPejic9)

Igor Pejic is the author of Blockchain Babel. He’s the former head of marketing at BNP Paribas Personal Finance Austria and a teacher at the University of Vienna. His experience in both the finance industry and in education has enabled him to translate blockchain technology’s jargon into understandable language and to explain why it matters. He’s seen how finance is responding to the rise of digital currencies and distributed networks, and he can explain it.

Andre De Castro
Andre De Castro
  1. Andre de Castro (@AndreTechExec)

Andre de Castro is a software engineer and a Bitcoin pioneer. He works with Fortune 500 clients, helping them to understand and prepare for the development of cryptocurrencies. He also contributed to a 2014 administrative ruling that enabled corporations and startups to trade cryptocurrencies in the US. He is an expert on the opportunities available in the blockchain world and, in particular, the possibility of earning through arbitrage across different trading platforms.

Anne Lise Kjaer
Anne Lise Kjaer
  1. Anne Lise Kjaer (@kjaerglobal)

Anne Lise Kjaer is an expert on trends. She’s the author of The Trend Management Toolkit and has talked to companies, including IKEA and Swarovski, about changing consumer fashions. The trends she’s discussed have included health tech and digitalization, but she also talks about fintech, how it’s changing, and what effect those changes will have on consumers and the companies that serve them.

Professor Lisa Short
Professor Lisa Short
  1. Lisa Short (@lisagshort)

Professor Lisa Short’s emphasis is on education. She’s the founder of Mind Shifting and the Frontier TechED Accelerator uses education to bring together small and medium-sized businesses and cutting-edge technologies. Lisa Short is also the director of Learning and Ecosystems for the United Africa Blockchain Association, which delivers blockchain and artificial intelligence education across Africa.

John Biggs
John Biggs
  1. John Biggs (@johnbiggs)

John Biggs is a journalist. Biggs has been an editor-at-large for TechCrunch.com and has written for publications including Wired, the New York Times, Linux Journal, and Popular Science. He is now news editor at CoinDesk, the world’s leading source of blockchain news, and has written books about blogging and online scams. He was also the CEO of fintech startup Freemit.com, adding real-world experience to his research and writing.

Sam Wouters
Sam Wouters
  1. Sam Wouters (@SDWouters)

Sam Wouters is a consultant at Duval Union Consulting, a consultancy firm, and is a co-author of the Digital Transformation Book, a guide to bringing digital workflows to large companies. He now focuses on Bitcoin and the blockchain, helping companies to understand how the technology works and what they can do with it.

Laura Shin
Laura Shin
  1. Laura Shin (@laurashin)

Laura Shin is the host of Unchained, one of the Web’s leading blockchain podcasts. She was senior editor at Forbes and the first mainstream journalist to take crypto as her full-time beat. She is also the author of the recent investigation of crypto’s early days: The Cryptopians: Idealism, Greed, Lies, and the Making of the First Big Cryptocurrency Craze. Her talks focus on the blockchain’s effects on ownership, online organization, and earning potential.

Tony Scott
Tony Scott
  1. Tony Scott (@tonyscottcio)

Tony Scott was President Barack Obama’s Chief Information Officer. He launched a 30-day Cybersecurity Sprint and directed the government’s cyber defense efforts. He also managed the net neutrality policy and oversaw the privacy issues that emerged from Apple’s suit against the FBI. He now runs the TonyScottGroup, where he gives enterprise-sized firms strategies to cope with and make the most of changing IT infrastructure and new technologies.

Elias Ahonen
Elias Ahonen
  1. Elias Ahonen (@eahonen)

Elias Ahonen’s 2016 book, Physical Bitcoins and Crypto-Currencies, was one of the first histories of digital currency. He is also the author of Blockland, a collection of stories about Bitcoin, blockchain, and cryptocurrency. He’s been active in the blockchain space since 2012 and runs a blockchain consulting company called Token Valley.

Here are a few articles for your reading pleasure and information — about these topics.

Blockchain, Bitcoin, Decentralized Finance, Smart Contract, Non-Fungible Tokens, Play-to-Earn Gaming

Most of these images were taken from the Speakers Linkedin Profiles; Thank you!

Featured Image Credit: Photo by Pressmaster; Pexels; Thank you!

Deanna Ritchie

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.



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How to Efficiently Onboard and Train Your New Hires

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Calendar


Quality employee onboarding is one of the most important things you can do for your business. You want your new hires to feel welcome and wanted as soon as they walk in. You need to give them an excellent first impression of your business and show that they matter. For many new employees, it’s essential to feel that there is a well-defined role and a clear career path.

Not only that, but a good onboarding process can make a massive difference to your retention rates and your revenue. Onboarding can also improve employee productivity and morale. And you save time and money when you don’t have to keep replacing employees.

Great onboarding starts with excellent planning. You really can’t wing it when it comes to training your new hires. Having planned training and processes for dealing with new employees is important.

Before hiring any new employees, plan out what they need to know and how you deliver it. This will also make it easier for you. For example, you’re not having to scramble to find something for them to do while trying to balance your own work.

You could also create an onboarding checklist for you and one for your new hires. This allows you to quickly know what to teach next and see clear progress and tick off what they’ve learned. It’s motivating for both parties. Even better if you have training software that allows for gamification. New hires can tick off modules as they finish them, see what’s next, achieve rewards, and more.

Once you have your onboarding training prepared, you can then use your calendar to plan it out and ensure success.

1. Set up a dedicated onboarding calendar

Many calendar apps will allow you to set up multiple calendars. So, for example, you can set up a calendar just for onboarding training, showing the full schedule.

This allows you and your new hires to look at your full calendar view with all your tasks and appointments and to look at just the training schedule on its own calendar when you need to.

It’s helpful to have both views. With the main calendar view, you can ensure no clashes and time to get to training sessions. And with the onboarding calendar, you clearly know the training and what comes next.

2. Share your calendars

You can coordinate together more efficiently by sharing your calendars. Your new employee will have other items on their calendar in addition to their onboarding training. For example, they may have previously booked medical appointments scheduled or a holiday that was already booked before they got the job. And there’s the work that they need to be involved in.

If you both share your calendars, you can easily be more flexible, if needed, and quickly rearrange sessions if something else comes up. In addition, your new hire will be able to see when you’re free, so they can book time if they need more help.

Encouraging your new employees to start, regularly use, and share their calendars is good practice for the future.

3. Set up your to-do list

Unless your only job is employee onboarding, you will have other work to fill your time. With your time split between onboarding your new hires and your everyday work, staying organized is essential. You can add a task/to-do list and make notes on many calendars to easily keep track.

This helps you balance your work with your onboarding duties. It also gives you a heads up if you’re going to have a busy week that may need extra organization and planning.

Another benefit of adding your to-do list to your calendar is seeing how much you’ve achieved. Ticking off completed tasks gives a nice hit of dopamine and is highly motivating.

4. Use time blocking to ensure you get everything done

When trying to learn something new, it can be easier to spend a solid block of time on it, rather than jump around over several sessions. Time blocking can be helpful to facilitate that.

However, time blocking involves splitting your day and week into blocks for specific tasks. This is a great way to combine your to-do list with your calendar. This can be a beneficial technique for ensuring you can fit in onboarding training and your regular tasks and meetings.

You can choose what works best for you with so many options and techniques. For example, time blocking could be one more helpful tool in your organizing arsenal.

5. Set up reminders

One of the best things about using a calendar and task lists is that you can add reminders to keep yourself on track.

When you are setting up your onboarding calendar, ensure you add in reminders where it’s helpful. This ensures that you don’t miss any meetings or tasks or your trainees.

When you’re busy, it can be easy to miss breaks and lunches. Adding reminders for these can ensure you take a breather when you should. It also provides that you don’t set yourself up for burnout.

6. Integrate with Trello

Some calendars integrate with Trello, a simple but effective project management app.

You can add tasks, checklists, and processes to Trello. It’s helpful to break down more significant tasks into smaller, more manageable tasks. It’s possible to tick them off when you’re done, which can help to motivate you and your trainees.

One other great thing about Trello is that you can set up boards and processes as a template. Then when you need it again, copy the template, rename it, and you’re ready to go.

Integrating this option with your calendar could help you manage your training better. You can also add team members and work on tasks together, aiding your trainees.

7. Bear in mind remote working

So many companies now allow remote working since the pandemic that you need to consider it. In addition, you may be training both in-office workers and remote workers to onboard them.

It’s important that your onboarding training includes your company culture and expectations, but it’s particularly important that remote workers feel part of your company.

Of course, you need to organize your time and calendar to ensure you can onboard everyone, remote or not. In addition to planning tasks and meetings, you’ll need to consider what technology you need, including cameras, Zoom, and more. Then, organize your tech in plenty of time for each meeting for success.

8. Start with a welcome pack

Once you know the start date of your next hire, add a task and a reminder on your calendar. Then send them a welcome email a few days before they start. You could even save time by writing a template for this email if you’re going to need it more than once. Then, you could set it up, keep it, and just hit send on the day.

If they’re based in-house, include practical information your new employee needs to know. Include directions, parking information, and a building map marked by their office or area. Add in where they can find vending machines or a kitchen for snacks and drinks. Include any local shops, such as bakeries or sandwich shops for food.

You’re starting them on the right foot before they’ve even walked through the door. And they will appreciate it.

Don’t forget your remote workers here. They will also appreciate a friendly, welcoming email with helpful information on start times and what to expect.

9. Use your analytics

Many calendars have excellent analytics. Office 365, for example, includes MyAnalytics, which provides information on various tasks and events. For example, you can see how many meetings you’ve had and how you spend your time.

This is helpful because you can see an overview of your onboarding training. You can check if you’re offering balanced training or leaning too heavily toward one subject. You can see whether you have covered everything or if there are any gaps.

Calendar analytics are equally helpful for improving your general productivity. You can ensure you still have the time to work on your own tasks as well as fit in onboarding.

10. Assess your onboarding regularly

Use your calendar to schedule follow-up meetings with new employees to get feedback on your onboarding processes.

Diarize time every year, at least once, to review your onboarding, look at feedback, and see how you can improve.

With quality onboarding so crucial for every business, it is vital to stay organized and on top of it. The right calendar apps can help you deliver onboarding well and keep improving.

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Featured Image Credit: Photo by Kampus Production; Pexels; Thank you!

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What Are Automated Guided Vehicles?

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Deanna Ritchie


Steam engines and conveyor belts are arguably two of the most important inventions of the industrial age. Moving water and coal by machine sparked groundbreaking changes in manufacturing. They allowed businesses to scale their production while saving time and resources. Many believe that automated guided vehicles represent the next logical step.

After all, without these innovations, the world as it is today would be impossible. The ability to move materials with ease contributed powerfully to the industrial revolution.

As time has marched on, more technologies have been invented to improve transportation, thus benefiting the manufacturing process. Many experts believe that the automated guided vehicle is the most noteworthy innovation as of late.

These machines are automatic vehicles with a guidance system that can use a variety of technologies to get from point A to point B without the need for a driver or human supervision. This invention has benefited quite a number of operations when it comes to manufacturing. AGVs can routinely and reliably transport materials from one place to another.

How Automated Guided Vehicles Work

Of course, the future of manufacturing is unknown, but it is constantly seeing upgrades from technological advancements. An automated guided vehicle (AGV) is a robotic solution to many industrial problems. It is a portable robot that moves along marked lines or wires on factory floors. It achieves this by using radio waves, cameras, magnets, or lasers for navigation.

The technologies used by each AGV differ based on design. Technologies such as LIDAR help AGVs in routing, navigation, and traffic management. Cameras help in monitoring obstacles and optimizing the path. Sensors also help in mapping the space and navigation.

Automated guided vehicles run on optimized technologies such as laser-based navigation systems and camera-based navigation systems. Both of these enhance the operation and help with better routing, traffic management, load balancing, and battery management.

These advances help make the systems safer for humans on the factory floor, as AGVs can stop if they sense someone or something is within their set path.

Laser-based navigation systems are one of the most popular types of routing and mapping systems in the industry today. Engineers pair camera-based technology with laser technology as an add-on feature. Cameras can detect the presence of traffic and easily identify obstacles better than lasers.

Camera-mounted automated guided vehicles are also extremely useful when humans are operating the system. It provides a much better view when users take the vehicle for new routines or a manned operation.

Industries Utilizing Automated Guided Vehicles

AI and self-driving cars are predicted to be the future, even in industries such as construction. However, some industries are experiencing success with automated options, and others are still adapting to AGVs. Most companies use automated guided vehicles in industrial applications. They transport heavy materials around large factories or warehouses.

For example, they help factories move raw materials or pellet goods. These are made ready to be shipped or sent off to a warehouse. Techs automate their routes and schedules in a way that they carry out operations a specific number of times within specified time increments.

While industrial applications are most common, other industries use AGVs on a smaller scale. AGVs can be applied to move materials in food processing, automotive assembly plants, and the healthcare industry.

Within hospitals, AGVs are becoming increasingly popular. Technicians program them to move linens, trash, medical waste, and even patient meals. In recent years, the theme park industry has even begun using AGVs for rides.

Benefits of Using Automated Guided Vehicle

The world of production is moving forward. There are so many benefits of incorporating an automated guided vehicle. Here are some of the most notable perks.

1. Time Management

Most notably, automated guided vehicles help cut down on human resources. Otherwise, companies spend additional resources on transporting materials back and forth. This, in turn, reduces the manual errors that occur when lifting large loads.

AGVs also improve time management by automating the routines. A simple memory chip with a navigation system and an automated routine can help the users to save time throughout pickup and transport schedules.

The incorporation of more automated systems has also been shown to save money and add more leisure time for employees. When companies don’t burden employees with simple, repetitive tasks, they can focus on more important agenda items.

AGVs prove to be extremely useful as they can transport items to a certain location without the guidance of humans. Without the need for human guidance, AGVs cut down on human error.

2. Optimizing Transport

Transporting materials through robot-enabled machines helps in automating the transport of materials, withdrawing the need for other machines, forklifts, and techniques for load management. Delegating transport to an AGV can also protect workers.

Injuries from lifting heavy items or operating forklifts incorrectly are some of the most common injuries within the workplace. Having AGVs take on this responsibility could mean avoiding workplace comp claims and potentially losing good employees.

Somewhat ironically, self-driving vehicles become simpler and safer when humans aren’t around. Separating human tasks and automated guided vehicles can optimize the transport process in multiple ways.

3. Efficiency

Incorporating AGVs benefits the overall manufacturing process, as it involves fewer man hours on simple tasks, such as transport, and it diverts them to more useful operations. An automated guided vehicle cuts down on the number of staff hours or labor required to safely handle payload and take it from one point to another. This is easily done once the load is set up on the automated guided vehicle.

Companies know that these machines are sturdy, stable, and more efficient than humans, who can carry less and usually take longer. AGVs make the transportation process both cost and time efficient.

Automated guided vehicles are a simple solution to solve transportation issues, and their application has broadened during the late 20th century. As more industries look to incorporate technology to optimize their processes and improve efficiency, they may take advantage of AGVs.

Looking at how the manufacturing industries have been utilizing this technology for years can help industries that are choosing to incorporate this technology now learn best practices. Knowing what AGVs are and recognizing their benefits can help businesses decide if they’re right for them.

Image Credit: Ready Made; Pexels; Thanks!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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