Rays Marketing Digest | Google+, Content, SEO, Social Media Culture

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Aversity Power Marketing Digest 183

Power is intoxicating. 

Our ego gets drunk on validation and admiration.

This is as true for the businessman as it is for politicians.

We like to talk about ourselves, to generously share our opinions.

The irony is that the route to power and influence is putting the interests of others in front of our own.

This is the common theme in many of today’s featured articles. 

It’s not about “you”. 

For marketing to work, people need to care.

And they won’t care unless your message is relevant to them.


In this week’s Marketing Digest

Google + Create

Introducing Google+ Create by Daniel Raynaud  

Content Marketing

Anchor Content: The Key To Content Marketing Success by Eric Enge


Take Your Blogging To The Next Level by Mike Allton


SEO, PPC, Content Marketing, or SMM: Which Services Sell Best? by: Alexandra Tachalova 


How to create engagement with customer flow by Ger van den Buijs 

Social Media

Social Media Culture & Your Content Marketing Strategy by Eli Fennell

Ray2Go Spotlight

The Importance of Evergreen Content


Google + Create

Introducing Google+ Create

by Daniel Raynaud  

Google Plus Create

If you had any question that Google is serious about Collections, this should answer them.

Last week, Google launched “Google+ Create” which rewards outstanding Collection creators with more recognition via search results and


“We want to celebrate these inspiring creators and amplify their unique voices.

Google+ Create members get a verified profile, early access to new product features, a private channel with the Google+ team, and special opportunities to build their audiences.”

Some of the benefits offered as a Google+ Creator are:

– Preview the latest Google+ features before anyone else

– Influence next set of Features

– Priority consideration for Google+ featured collections

– Get featured on Google’s marketing channels

– Get your profile verified so your followers know it’s really you

What they’re looking for someone to have:

– Themed Collections

– High-quality content

– New Posts weekly

If you’re interested, apply here.


Content Marketing

Anchor Content: The Key To Content Marketing Success

by Eric Enge

Anchor Content

“Having trouble gaining traction through your content marketing efforts?

Columnist Eric Enge suggests focusing your content marketing strategy around “anchor content.”

This article is both a wake-up call for those asleep at the content marketing wheel.

By this time, you’ve heard of “content shock“, a term coined by Mark Schaefer.

So many people are publishing content now that it’s a major struggle to gain the attention of your target audience.”


To illustrate this, Eric includes tables and examples taken from studies showing just how difficult it is to get your content acted upon.

He quotes from an early TED Talk where Seth Godin offers up some key concepts for being “remarkable”.

And remarkable is what your content needs to be to get noticed.

– Focus your content on topics of interest to the early adopters and innovators in your space. They are the ones who are most likely to spread it.

– Promote your content to people who are listening. Your mass market isn’t listening, so there is no point attempting to address them.

– In Seth’s terms, “very good is bad,” and he’s right.

You need to focus your attention on creating content that it excellent, elite, and yes…remarkable.



Take Your Blogging To The Next Level

by Mike Allton

Blogging to next level

“Many individuals and businesses aspire to become better bloggers.

Perhaps you’re looking to add an additional revenue stream, or perhaps you’re hoping to use your blog to establish your expertise and authority in your field.

Whatever the reason, you’re on the right track! Your blog can do all those things and more for you, but it will take time and hard work.”


Mike Allton is a prolific and consistent content creator.

He’s published helpful articles on the most popular digital marketing tools as well as guides for best social media practices.

Here are some of the titles:

 – Cut Your Blog Writing Time by 50% with a Blog Template

 – Generating Blog Ideas

– The Epic Post on Epic Posts: The Ultimate Guide to Writing Epic Content

– 5 Ways to Make Your Blog Posts More Shareable

– How Bloggers Can Leverage Instagram



SEO, PPC, Content Marketing, or SMM: Which Services Sell Best?

By: Alexandra Tachalova 


most popular Digital Agency Services


“After digging further into this article, you’ll discover which digital marketing services are the best to sell and why.

Armed with this data, you’ll inform your strategy and have a leg up on your competitors.”

It’s taken me a long time to understand that the majority of people are confused by the variety of digital marketing services available.

Search Engine Marketing (SEM) gets confused with Search Engine Optimization (SEO).

Social Media Marketing (SMM) gets confused with Content Marketing. (No acronym necessary).

So if you’re in the digital marketing world, which niche will bring you the best results?

In her article for MOZ, Alexandra Tachalova  analyzed four digital marketing niches and discovered:

– SEO is still the most desirable service and it has the highest chance of leading to conversion.

– Users want to know more about social media and content marketing, but they’re not ready to pay for it.

– Users who are searching for PPC are the most likely to be converted.




How to create engagement with customer flow

by Ger van den Buijs 

customer flow


This is a different take on the customer experience than I’m used to seeing.

Ger van den Buijs  shares a formula for getting customers in “flow” then uses a surfing analogy to illustrate the process.


Flow = Focus x Direction x Time


– Communicate singular messages a customer can work on.

He chooses his wave to ride.


– Project the bigger goal that the product helps to achieve.

Like the wave that sets direction.


– Create a current of events that lengthens the precious moment.

He will want to ride our wave as long as possible.

I like the importance Ger places on “relevance” and how it’s achieved by creating “customer stories”.


Social Media

Social Media Culture & Your Content Marketing Strategy

By higher-quality-social-quote

Eli Fennell is one smart cookie – sometimes intimidatingly so.

He gives us unique insights into subjects  – like social media – that often gets formulaic treatment.

In this article for Warfare Plugins/Social Warfare, (which I highly recommend – no affiliation), Eli dives into the culture of Facebook, Google+, Twitter and Pinterest. 


He explains the importance of helping visitors share your posts then gives shares best practices for doing that.

Numerous times a week, I come across a post I’d like to share but have to spend time to find the share buttons.

In a few cases, there aren’t any and I use Hootsuite Chrome extension as a last resort – or I don’t have time so don’t share it at all.

“…helping your visitors share great posts, you not only help your own content perform better, you also improve their social media experience.

The domino effect begins as this then enhances the experience of their connections and followers, and anyone those connections and followers reshare it to, and on and on down the line.”



Ray2Go Spotlight

The Importance of Evergreen Content

Seeing that St. Patrick’s Day is coming up and Spring is around the corner, I thought I’d share a post from last year: Are You Creating Evergreen Content?

The relevance of evergreen content

During the show, panelists Jessica Dewell – B.L.Ochman – Randy Bowden – Scott Scowcroft and I discuss the benefits and ways we can put evergreen or “anchor” content in our marketing mix.

What kinds of posts lend themselves to being “evergreen:

– How-to posts and tutorials

– Historical posts and origin stories

– Encyclopedic posts and informational posts

– Resource lists of curated content / Top tips

– Answers to industry FAQs


The post includes the full video replay as well as short 2 minute excerpts featuring each of the panelist giving their opinion and advice.

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

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