Rays Marketing Digest | Content, SEO, YouTube, Social Media

Post by Ray 1 year ago - social media marketing - 0 Comments

Dale Carnegie quote People Interested in themselves



The simplest messages carry the greatest truths.

Think the golden rule:

“Treat others as you would like to be treated.”


“You don’t find customers for your products. You find products for your customers.” ~Seth Godin

Like the Dale Carnegie quote in the above image, these are basic truths that we often lose sight of as we bury our heads in our daily business.

Which reminds me of another quote from Charles Dickens.

“Mankind was my business. The common welfare was my business; charity, mercy, forbearance, benevolence, were all my business. The dealings of my trade were but a drop of water in the comprehensive ocean of my business!”

All this is to say, we are in the people business. 

In this week’s marketing digest:

Content Marketing –

Content Marketing Isn’t A Campaign: An Interview With Joe Pulizzi by Ty Kiisel


The Marriage Between Conversion Optimization & SEO by Winston Burton

YouTube News

YouTube adds a custom blurring tool for creators by Nicole Lee

Content Curation

5 Favorite Ways to Collect Content in Evernote by SiNing Chan, Evernote


One Simple Tweak That Makes Your LinkedIn Profile More Appealing  by John Nemo

Social Media

79 Social Media Facts That Reveal How Our World Is Changing by Jeff Bullas

Ray2Go Spotlight

Is Social Selling Creepy?


Content Marketing

Content Marketing Isn’t A Campaign: An Interview With Joe Pulizzi by Ty Kiisel

Content Marketing Isn't A Campaign: An Interview With Joe Pulizzi

This is an excellent interview by Ty Kiisel Joe Pulaski, founder of Content Marketing Institute.

“The real successful companies in the book decided to integrate a content marketing approach into their business model.

The idea of sharing information that would be beneficial to potential customers has become part of the way they do business.”


The more I read articles on content marketing, the more I feel I’m experiencing deja vu all over again.

In the early days of social media, preached that social media was not a campaign but a long-term strategy.

At the time, this was necessary. Companies viewed marketing as being a series of campaigns.

The same problems exist now with content marketing. How do we break free of the quarterly financials cycle?


Content marketing is more an approach than a campaign. Click To Tweet

We need to create substantive content instead of the 350-word blurb posts we publish on social media.

“Is your content trying to solve a customer’s pain?” he asked. “That’s really the way to build trust.”


There’s several references to the role “native advertising” plays in content strategy.  

“advertorial content can be an effective way to build your brand, create an audience for your product or service, and generate sales.”

I’m not a big fan of this type of content.

When I near the end of an article and get blindsided with a “sales pitch”, I feel like Ralphie in the classic movie, A Christmas Story.


Social Media

79 Social Media Facts That Reveal How Our World Is Changing by Jeff Bullas

Want to impress your friends with your social media knowledge?

79 Social Media Facts That Reveal How Our World Is Changing

There’s no need to confuse them with strategies and analytics. Just shower them with stats and facts.

They’ll know they’re in the presence of a guru.  (sarcasm alert)

Jeff Bullas does share helpful information about social media platforms and apps you may not be familiar with.

For example, if your target audience falls in an older demographic ( >25 yrs), then Snapchat may not be worth a lot of resources.

Pinterest is still ruled by females (80%) and Facebook is still the “internet” for many of its 1.59 active users.

The post also includes helpful pointers for using Blab and Periscope

If I must be picky, there’s a couple things I found to be not accurate.

  • Google+ hangouts is it’s own app and not a key feature any longer of Google Plus.
  • Google+ hangouts is it’s own app and not a key feature any longer of Google Plus.

(This may be due  to his source, Socialscoremedia. But Google+ has already spun out its key features and is now focussed on Collections, Communities and Streams.)

  • The Blab app is available on iOS but not on Android.

(You can access Blab on Android via your browser – not sure why it’s taking them so long.)




1 Simple Tweak That Makes Your LinkedIn Profile More Appealing by John Nemo

Simple Tweak That Makes Your LinkedIn Profile More Appealing


John Nemo begins his article with a timeless quote by someone whose words are as relevant today as they were when he first wrote them in 1936.


“People are not interested in you.

They are not interested in me.

They are interested in themselves – morning, noon and after dinner.”

Dale Carnegie wrote this in How to Win Friends and Influence People, a book that still sells after over 15 million sold already.

Why is this book so popular?

Because it tells simple truths about the human condition that get lost in the day to day “business” of running our lives.

This quick post is written to help your LinkedIn profile grab attention, but is also applicable to other platforms where you include a bio.

His tip:

You have 125 characters in your LinkedIn headline to capture a stranger’s attention.

Use the the approximate 18 words to convey:

– Who You Are

– What You Do

– Audiences You Serve

– Value/Benefit You Bring Customers

– Credibility/Social Proof 



The Marriage Between Conversion Optimization & SEO  by Winston Burton

We usually think of SEO as a tactic to increase our chances to appear in the first ten results on a SERP (Search Engine Results Page).

The Marriage Between Conversion Optimization & SEO

The higher the result on the page, the more people will click and visit our site.

But is increasing traffic the total end goal?

The reason we want people to visit our sites is to buy a product or service from us.

So how do we optimize our site and content for increased traffic and conversion?

Winston Burton gives us two important factors in this short post:


He refers to Avinash Kauchnik’s” See-Think-Do: A Content, Marketing, Measurement Business Framework”. It’s a framework that categorizes users into different consideration stages based on intent.

See refers to your largest potential audience.

Think is the audience “delineated by even the slightest amount of intent.”

Do is the consideration stage for users who are actually looking to buy something.

See Think Do

Behaviour –

– Is your site easy to navigate?

– Do you use simple call-to-action statements?

– Does your site have a one-step conversion process that makes it easy for end users to reach the ultimate end goal (e.g., a brochure download or purchase)?

– Does your page load fast enough, and is your site mobile-friendly?

– Does your site have content that meets the needs of end users, and is your content valuable?

As Dale Carnegie said – It’s not about “you”.

Unless a user is able to navigate throughout your site with as little friction as possible, you may have led that horse to water, but he didn’t drink.


Content Curation

5 Favorite Ways to Collect Content in Evernote by SiNing Chan, Evernote5 Favorite Ways to Collect Content in Evernote

As anyone who has followed me for a while knows, I’m a big fan of Evernote.

It’s my go-to app for storing wish lists, recipes, Instagram photos, Twitter favourites and articles.

Evernote recently published this short post highlighting features I regularly use.

Web Clipper

Web Clipper lets you capture full-page articles, images, text, and page layouts as they appear in your browser. Download and install Evernote Web Clipper as an extension for your web browser.

App integrations –

Evernote works well with many of the productivity, photography, or lifestyle apps you already use. Use applications such as IFTTT or Zapier to extend the power of Evernote by automating connections with other online services.

(I use IFTTT to move Twitter “likes” and Instagram images to specific folders.)

Add photos and images to notes

Use the Evernote camera on your mobile device to snap a photo or use it as a handy, portable scanner.

You can also attach image files from your computer to any note.

Evernote can search handwritten or printed text inside images saved to your account.

Drag and drop

Got documents and files on your computer you’d like to save to Evernote?

Simply drag and drop them directly from your computer into a note.

Each file is saved as a separate note.

You can also attach files to any opened note.

Save emails to Evernote

Save travel reservations, meeting notes, or other emails to Evernote.

These notes can be organized into notebooks alongside other notes related to the same topic.

To learn more about any of these features, refer to the original article on Evernote.



YouTube News

YouTube adds a custom blurring tool for creators by Nicole Lee

YouTube blur feature

YouTube just released a custom blurring tool.

In 2012, it released a version that allowed you blur faces only.

Now, we can blur anything we want – license plates, mistresses or gardeners photo bombing our awesome backflip.

According to their blog post:

“…we built this feature with visual anonymity in mind. We wanted to give you a simple way to blur things like people, contact information or financial data without having to remove and re-upload your content.”

I checked my YouTube channel and the feature is there.

You access it by choosing the wand icon beneath a video you want to edit then go to “quick fixes”. You’ll see the blur option.

Watch the video below for detailed instructions.



Ray2Go Spotlight

Is Social Selling Creepy?

Is Social Selling Creepy?

Is “social selling” an oxymoron?

The Ray2Go crew held a lively discussion in the fall that explored when selling on social platforms is okay.

Social selling is leveraging your own professional brand and social network to gather insights and connections, then use those information to help you discover new opportunities, sell, and get business done”.

What do consumers find creepy?

– 65% would not find it creepy to receive a LinkedIn message from a salesperson with whom they have connections in common. (Hubspot)

– 92% of buyers delete emails or ignore calls from people they do not know. (A Sales Guy Consulting)

…and how can social selling be less creepy?

– Buyers and consumers are less likely to perceive social selling interactions as creepy if they share connections with the salesperson.

– Customized messages are on the whole perceived to be less creepy than generic messages.

– Facebook is the creepiest network for social selling by a mile.

– “Light” social selling interactions (liking, favoriting, retweeting) are considered to be less creepy than more in-depth interactions, such as messaging or commenting.

– Buyers’ and consumers’ self-reported preferences about salesperson behavior and their gut reactions to sales practices are sometimes at odds.

Watch the video replay below



The Blab Replay:

Social Selling



The Soundcloud Podcast:



Thank you for sharing your time with me.

Let me know if there’s anything you’d like to see included here.

If you have a question or want to reach out to me privately, drop me a line: ray@rayhiltz.com.

You can view past Ray2Go shows on my YouTube Channel or the audio podcast on Soundcloud.

Subscribe to this weekly newsletter here.


About Ray Hiltz

Thanks for dropping by. I'm the Director of Digital Marketing for Image-24.com. My background in business includes non-profit (performing arts), restaurants and Promotions. Having moved on from my own strategic consulting company, I now write about what interests me. So in this blog, you may read about my thoughts on marketing, health issues and business culture. You can follow me on Twitter @rayhiltz or @image24Call

Leave a Reply

XHTML: You can use these tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>