A Letter to My Daughter Kim before she embarks on the March of The Living…

Dearest Kim,

The March of the Living is an extraordinary, unforgettable experience.  With thousands  of Jewish people, from countries all around the world, you will share in a once in a lifetime experience when they march three kilometers from Auschwitz to Birkenau, the largest concentration camp complex built by the Nazis during World War II. The March commemorates Yom Hashoah, Holocaust Remembrance Day. You with be there – along with over 8,000 participants who will be part of this historic event.

As one of the Marchers, you will retrace the steps of the March of Death, the actual route which countless numbers of our people were forced to take on their way to the gas chambers at Birkenau. You will experience Jewish history where it was made. This time, however, there will be a difference. It will be a March of the Living with thousands of Jewish youth, like yourself, marching shoulder to shoulder. You will take part in a memorial service at one of the gas chambers/crematoria, in Birkenau, which will close with the singing of Hatikvah, reaffirming Am Yisrael Chai – The Jewish People Live.

Kaddish is a Jewish Prayer to Remember the Dead and normally said by Men. In the absence of a Male Member of the Family ( there are only your brother Jonathan and I left) when you place the Three Jerusalem Stones with the Names of Three Branches of your Family that were Murdered in the Holocaust  say Kaddish out Loud . Say Kaddish for the Drues of Kraków and your Great Aunt Hadasaeah that died in Belzec extermination camp   and all the other  Drues cousins of Kraków that died in Belzec,Treblinska and Auschwitz .Over 280 Drues s of Kraków  relations died. There are no known survivors.. Say Kaddish  for the Drues of Majzugola near Vilna who died in the  Vaivara and Auschwitz Camp if they were not murdered first in the Forest of Paneriai   .There are no known survivors . Say Kaddish for the Shabelshok/Fialkov Families of Riga  who were murdered between 30th November and 8th December  in the Rumbula Forest near Riga with  25,000 thousand other Jews from Latvia. Say Kaddish for the sisters and brothers of your Great Grandmother Freda Shabelstok Baker who died in the Forrest of Rumbula . Say Kaddish for Sarah , Robert, Michael, David , Gregor , Rachel , Lazer, Leah and Fredrich , Freda and Rosa Shabelstok’s older sisters and brothers and all their children and even grandchildren  Not one survived. Over 350 members of the Shabelstok / Fialkov Families died in the misty Forest of Rumbula with  other Latvian Jews mainly from Riga and surrounding areas. Say Kaddish for all the Shabelstok/Fialkov/Drues cousins and relations …there must have  been hundreds and hundreds, , if not thousands and thousands, in the extended Shabelstok / Fialkov families .Four Shabeltok Siblings married four Fialkov Siblings. None are no  known survivors.

Say Kaddish in Tears and then Scream … “We Survived and Are Here Now Again -Never Ever Again” , אנחנו שרדנו ואנחנו כאן עכשיו – לעולם לא עוד יהיה שם שואה חוזרת

Those that Survived The Holocaust but did not experience it first hand:-

Shabelskok: Freda and her younger Rosa . Freda was in Uitenhague ,South Africa married to Chaim Baker  and Rosa, her younger sister  in Norway taken there by the Danish Resistance with most of the Danish Jews.They were the youngest of 11 siblings . All the siblings were married with kids .all the siblings and their families were murdered in the Forest of Rumbuka

Fialkov: Twin Brothers Manny ( Mordechai) and Jay ( Josef) in Cape Town,South Africa . They were the youngest of 10 siblings . None of their siblings or their families survived the Holocaust..

Drues: Samuel  ( your great grandfather) and Naomi in Cape Town, South Africa and William in Chicago, USA survived the Holocaust.. The children of Hadaseah who died in Belzec, joined Shomer Hazair,immigrated to Israel in 1932 and survived in Israel . They were Freda and Hashya who married the Kurman Brothers , Max , who was wounded twice in Palmach operations and Chaim who was a teacher for 43 years before retiring.

Mourn and then Celebrate the Shabelstok/ Fialkov / Drues Survival when you March from Birkenau to Auschwitz… you are their Symbol of Survival .





Love You To Bits



On the Origin of our surname 

Stephen Darori ( Drori) 

Before I Hebrewized my surname on the 6th September 1986 I was Stephen Ellis Drus…the son of Fay Baker Drus and Morrie Drus  z’l

Fay Baker Drus was the daughter of Freda Shabelstol Baker and Hymie ( Chaim Baker) one of the 3 founders of Betar in South Africa in 1931 and Jabotinskyt stayed at him when he visited the Eastern Cape, South Africa in the same year.

Morrie ( Morris ) Drus is the son of Samuel Drues and Sarah Kaplan Drues. . They were married in Poland and then in 1921 immigrated to Cape Town , South Africa. Drues became Drus.


The logic of the Hebrewaization of Drus ro Darori. Drus דרוס pronounced Darus is the Gerund of “Ledareis”.לדרס..” to be trodden on to be run over”…. could not live with that when I came on Aliyah from Cape town, South Africa and a letter change דרוס -> דרור which became דרורי the Biblical word for a Sparrow. Cage a Sparrow and it will die wrote Acad Ha’am so Eliezer Ben Yehuda, the reviver of the Hebrew Language  in his New  Hebrew dictionary gave Drori a new metaphorical meaning  of “Freedom and Liberty”. The “a’ was added for Branding Purposes . Darori ( Drori) is very approproiate… Kim , your great Aunt Professor Ethel Drus led the committee of 12 ( 9 Jews and Nelson Mandela, Oliver Tambo and Z.K. Mathews ) who drafted the Freedom Charter , the most important document of the African National Congress. Both your Grandparents and I were very active in the Progressive Party of Helen Susman and Harry Oppenheimer which has evolved into the Democratic Alliance, the Liberal Opposition to the ANC, 









The 10 Commandments of Content Marketing (Reblogged)


The 10 Commandments of Content Marketing

Written by  – 6 Comments
Categories: Content Marketing

The 10 Commandments of Content Marketing

In a dark cave called Google labs, 600 mathematicians with PhD’s who live on a diet of corporate provided designer food and who hang out in an office disguised as a playground flicked a switch.

They let the Hummingbird update to their search engine algorithms loose.

Their goal?

Make finding information with their search engine a great user experience for billions who use their search engine to find “content” that excites and salivates the senses.

Content is the lifeblood and cornerstone of this knowledge web that is driven by search and social networks.

Content marketing evolves

Savvy social media marketers had a light bulb moment while on a love fest with Mark Zuckerberg. They realized that they wouldn’t just keep chasing Facebook likes in ever decreasing circles and would add awesome content as a key tactic to their marketing arsenal.

This came together and started an online trend and tsunami of content creation and curation. Content marketing is now being woven into the DNA of digital marketers who understand the power of content to attract and sell. Let’s have a closer look at the key principles of content marketing.

Here are the 10 commandments of content marketing.

1. Create the best content you can

Easy said but hard to do. Making your content memorable and sticky is a craft that has many parts. A good place to start to help you do that is with the 6 key concepts that are contained within the book “Made to Stick”

Here are the 6 principles to guide your content creation.

  1. Simplicity
  2. Unexpectedness
  3. Concreteness
  4. Credibility
  5. Emotions
  6. Stories

If you can weave some of these principles into your content creation then you are well on your way to awesome content. You can read more at “6 Ways to Make your content Sticky

2. Write awesome headlines

In the past people had to buy a book, purchase a magazine or a newspaper to obtain information. That purchase was a financial commitment no matter how small. You bought it and you were committed in some small way to keep reading..

On the social web that offers so much content for free if that headline doesn’t grab you or the first line doesn’t touch your heart or your mind it is discarded and you are on to the next snippet.

Nanoseconds and fleeting web surfers are a challenge for content creators. You have only moments to capture attention and get that click on your link whether it appears in a tweet, a search engine result page or a Facebook post.

Learn the art of writing headlines.

3. Create focused content

Successful businesses know their customers. They understand their problems, their wants and pain points. Content needs to be focused around that ecosystem of topics that provides answers, meets their deep desires and  and solves the customers pain.

Content needs to be kept on a tight leash. Always be putting yourself in their shoes and asking the questions “Is this something my customer needs to know?” or “Would they find this information fascinating?“. If you know your topic and are passionate about your industry then you know what those answers and topics are.

4. Give content coherent structure

We are a time poor society that is bombarded with messages, ideas and information that is often overwhelming. The avalanche of data keeps coming. The challenge is often not what to read but what “not to read”.

Walls of text without structure are a turn off . The key elements to well structured written content are:

  • Short sentences
  • Short paragraphs
  • Subtitles
  • Bullet points
  • Lists

Don’t serve up an article that screams at the reader “I dare you to find the key points within this vast wall of text

5. Make it easy to share

Content needs to flow. It needs to be liquid and designed and built for the social web.

Social sharing buttons that are prominent and easy to find are a war you must win with your web designer. I often see greyed out sharing buttons that only an eagle could spot. What is also often overlooked are buttons without social proof  (not showing how many times the article has been tweeted on Twitter or shared on Facebook).

Sharing buttons with social proof

Even prominent publications such as the online New York Times get this wrong.

New York Times showing no social proof

Sometimes function needs to overwhelm design sensibilities.

6. Optimize for search engines

Facebook and Twitter are maybe sexy and in fashion but Google isn’t to be forgotten. Before hitting that publish button on your blog make sure you have made it easy for search engines to index and crawl your key words, phrases and content.

There is no excuse to not do this with free plugins available for WordPress that make this easy and efficient.

See the screenshot from my blog showing how Yoast helps you optimize your site for search engines.

Optimize content for search engines

This tool will guide you in making your content and blog articles “visible” to search engines. This is based upon optimizing your keyword phrase in the content of your article/post on your blog.

7. Give it a brand voice

Each brand whether personal or corporate has a certain voice. It may be edgy, adventurous or even conservative. This personality or “voice” should be woven into your content DNA.

Corporate brands such as Coca Cola calls this “linked” and “congruent” content that matches the brand mission and purpose.

Want to see a brand that gets this. Checkout Red Bull’s content.

Personal brands are not immune from making this part of their content creation. Read more about this in “7 Tips to Finding your Writing Voice

What is your brand personality?

8. Make content multimedia

The power of words should not be underestimated but the “Visual” web demands more. Create and publish your content into a range of multi-media.

Same message but in a variety of formats.

There is also another principle at play here around the retention of information and learning. The more senses involved, the higher the retention rates. Here is Edgar Dale’s “Learning Pyramid” showing the increased retention rates when you involve multiple senses and multi-media.

Edgar Dale Cone of Learning

Source: National Training Laboratories, Bethel, Maine

Create and publish videos, podcasts, images and infographics and that’s just for starters. Don’t forget whitepapers, ebooks and transcripts. Some like to read and others love to watch.

9. Distribute onto multiple social networks

Don’t assume that your audience is only on Facebook. Everyone has their social network preferences. Some like Twitter, others love Pinterest and YouTube has 1 billion unique visitors every month.

Same content different networks.

So once you have hit the publish button then it’s time to distribute your content far and wide. Ubiquity is the goal. This builds trust, grows brand awareness and credibility.

10. Convert readers to buyers

Content without a goal is a waste of time and money for business and brands. The goals of content marketing can include obtaining subscribers for your email list, increasing Facebook likes and finally selling a product or service. Make sure your content converts readers to buyers. Content marketing needs a sales or “landing page” that converts.

According to Unbounce a sales landing page based on “Conversion Centered Design” should have seven key elements which are in the two categories of design and psychology


  1. Encapsulation
  2. Contrast & color
  3. Directional cues
  4. White space


  1. Urgency and scarcity
  2. Try before you buy
  3. Social proof

Here is how that would look in a sample design below.

Landing page 7 key elements

 What about you?

Is content marketing part of your digital marketing strategy?  Could you do better? What is missing from your tactics?

Look forward to hearing your stories and insights in the comments below.

Want to learn how to make your blog a success with social media marketing and contagious content?

My book – “Blogging the Smart Way – How to Create and Market a Killer Blog with Social Media” – will show you how.

It is now available to download. I show you how to create and build a blog that rocks and grow tribes, fans and followers on social networks such as Twitter and Facebook. It also includes dozens of tips to create contagious content that begs to be shared and tempts people to link to your website and blog.

I also reveal the tactics I used to grow my Twitter followers to over 200,000.

Download and read it now.


Read more at http://www.jeffbullas.com/2013/11/06/the-10-commandments-of-content-marketing/#R8lyfqSFsZD0rDwR.99

Just How BIG is the Web?

A data visualization of Wikipedia as part of t...

A data visualization of Wikipedia as part of the World Wide Web, demonstrating hyperlinks (Photo credit: Wikipedia)

Just How BIG is the Web?

Are you ready for some big numbers? Well how about this:


Once you pick your digital jaw up off the floor, check out a new infographic from Bloxx that shares more on just how big the Web has become. Some of our favorite highlights include:

– If you downloaded every bit of Web content from your computer, it would take 11 trillion years.

– If you packed 450 2-terabyte storage drives into a single 8’ x 10’ room, you’d need 1,000 drive-packed rooms to equal the estimated “Exabyte” of data on the Web

– The amount of data travelling over the Internet in just three minutes is the digital equivalent of every motion picture ever made in the last 120 years.

“Our ‘Big Web’ infographic shows the dramatic size, and threat, of accessing the more than 700* million Web sites offering some trillion terabytes of data,” said Charles Sweeney, CEO of Bloxx, a Web content filtering and email security company. “Next generation real-time Web content filters that analyze and categorize the content of web pages at the point-of-request, are the only way to stay ahead of the avalanche of new, and often malicious, sites created every day.”


Filed under: 

Explore the WEB 100!

Discover the Tactics and Techniques of the Top Digital Enterprises
today in Website Magazine’s Special Spring Issue – Web 100.


– See more at: http://www.websitemagazine.com/content/blogs/posts/archive/2013/11/05/just-how-big-is-the-web.aspx?utm_source=newsletter&utm_medium=email&utm_campaign=newsletter#sthash.9aWdmK3i.dpuf