Rays Marketing Roundup | Social Media, Content Marketing, Local SEO

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Ray Marketing roundup - Companies speak in human voice

This week’s marketing roundup:

Social Media – How Do Twitter and Google+ Differ?

Content Marketing The Perfect Anatomy of a Modern Web Writer  [Infographic]

Content Marketing Tools – 123 Content Marketing Tools from Industry Professionals

Local SEO – Local Listings: How Canadian Retailers Stack Up and What You Can Learn

Google My Business The Huge Guide to Google My Business and Local Search for Restaurants

Video – The Ultimate Guide to Blab.im


Social Media

Social Media Head-to-Head: How Do Twitter and Google+ Differ?

By Eric Enge for business.com

Eric Enge is a trusted source for SEO and marketing because he approaches these subjects like a scientist.

He puts personal bias aside and digs into the data that allows us to make a decision based on facts, not hype.

This article like many before has an abundance of charts that demonstrate his findings in an easily understood way.

This one for instance that post length does make a difference:

Length Makes a Difference Read more: http://www.business.com/social-media-marketing/how-do-twitter-and-google-plus-differ/

On the face of it, Twitter and Google+ couldn’t be more different in this regard.

Even with a limit of 140 characters on Twitter and well over 1000 on Google+, it seems people prefer long posts.

On Twitter – 131 – 140 characters

On Google+ 500 – 1000

Other findings worth noting is “photos” get more engagement on both platforms.

The biggest difference in the two is Twitter is seen as more a “newsfeed than a “micro-blogging” site.

Don’t expect a lot of conversation there.

The exchanges I see (apart from Twitter chats) is like passing notes in a classroom.

Google+ is more like a blogging platform, so it encourages deeper conversation and provides a richer media sharing experience.

Eric suggests ways to optimize for Twitter such as:

Use relevant, compelling, images on your most important posts

Use 1 or 2 hashtags related to the topic of your post

Implement Tweets between 120 and 140 characters

And for Google+:

Use relevant, compelling, images on your most important posts

Use 1 or 2 hashtags related to the topic of your post

Use plus mentions to give credit (as on Twitter), but also to invite people to dialog with you on your post. Be careful not to overuse this tactic



Content Marketing

The Perfect Anatomy of a Modern Web Writer [Infographic]

Anatomy og modern web writer

by  DEMIAN FARNWORTH for Copyblogger

This an exhaustive, but not an exhausting guide to being a good web writer.

I refrain from using a stronger adjective like, “brilliant”. That’s reserved for writers like Demian, who have set the bar so high I’m happy to sit on the ground below it and draw letters in the sand.

This guide is for

  • Anyone who wants to become a web writer
  • Anyone who wants to hire a web writer

This guide is a must read if you fall into those two categories.

Demian demonstrates that writing is much more than stringing sentences together and good grammar (although that IS important) by giving us a list of skills we need to master – at different levels.

He includes many links to further resources.

  1. Average understanding of SEO
  2. Average understanding of usability
  3. Above average understanding of social media
  4. Outstanding understanding of copywriting
  5. Above average understanding of storytelling
  6. Average research skills
  7. Average caffeine appreciation
  8. Above average combative work ethic

You can embed the infographic from the site: Embed this web writer anatomy infographic


Content Marketing Tools

123 Content Marketing Tools from Industry Professionals

Top tools from industry pros

by Ian Cleary

My personal web tool guy – ok, me and a few thousand others have come up with another useful list of content marketing tools.

Before I go ahead, there aren’t 123 different tools here, many are repeated, especially Buzzsumo as you’ll see.

You’ll note that the most popular one by far is Buzzsumo. It certainly is mine, and I’m happy to see how quickly this site has made its way into content marketer’s toolbox.

It’s interesting to see what these marketing pros list as their go-to tools.

Now if Ian had asked me, I would have listed the following as my top three:

  1. Buffer
  2. Buzzsumo
  3. Grammarly


Local SEO

Local Listings Canadian Retailers


By: Rebecca Maynes Moz

There are a lot of interesting facts here about the status of Local Search performance by major Canadian retailers.

Across twenty-five of Canada’s top retailers, on average, 80% of all third-party site listings are inconsistent, inaccurate, or missing information.

In the analysis of twenty-five of Canada’s top retail brands, seven (or 28%) did not have local landing pages on their website.

This is a key component of local SEO strategy needed to rank higher in search engines and get more traffic.

When it comes to Facebook location data, 90% was either inconsistent or missing, and 75% of Google+ location data was either inconsistent or missing

There are many more insights with specific numbers and ratings.

What I found most interesting were the four dimensions they used to rate the retailers that in themselves, provide a valuable guide.


Depth and accuracy of published location content, as well as the richness and completeness of site information.

Some examples include name, address, phone number, descriptions, services, photos, calls-to-action, and more.

Greater Depth produces higher online to offline conversion rates and supports other marketing calls-to-action


Creating website effectiveness in search/discoverability.

Some examples include site structure, page optimization, and the web and mobile site performance.

Strong visibility produces higher search engine rankings and greater traffic.

Brands with poor Visibility surrender more traffic to directories and competitors.


Data consistency and coverage across third-party sites.

Some examples include presence, completeness, and accuracy of location data on third-party sites such as Google, Facebook, Factual, Foursquare, and the Yellow Pages directory site (YellowPages.ca).

Brands with outstanding reach can be found by consumers across a range of search engines, social sites, and apps.


Geographic accuracy of location data. For example, the pin placement of each location-based on latitude and longitude, or the dispersion of pins on third-party sites (pin spread).

Superior precision enables customers to efficiently navigate to a brand’s location.

Failure to ensure Precision damages customer trust and increases the risk of competitive poaching.


Google My Business

The Huge Guide to Google My Business and Local Search for Restaurants

Google My Business Restaurants



This is an excellent guide by David Kutcher that goes into detail about the difference between Local Search and Search Engine Optimization SEO.

There’s an informative case study of a butcher shop, Sutter Meats and restaurant that follows their experience optimizing their local pages and Google My Business Landing Page.

David concludes with:

“Google My Business needs to be a prominent piece of every local restaurant marketing strategy and search strategy.

While this study is for one business, in particular, from the data that we have observed for other local businesses, this is indicative of the results that we’ve seen, especially for restaurant establishments.”



The Ultimate Guide to Blab.im

Ultimate Guide to Blab

by Jocelyn Gonzalez

I know, we just can’t stop blabbing on and on about Blab.

Given Blab is still in Beta, this article is as close to a definitive guide as you’ll find.

Quick Links

  1. What is Blab.im?
  2. Finding & Viewing a BLAB
  3. Hosting a BLAB
  4. Your Settings & Profile
  5. Tips and Tricks


The Ray2GO Show

Step right up and get all your #Ray2Go Products here!

We had a great time Tuesday launching our new season of the Ray2Go Show with a new name, new platform but the same gang.

Did you miss it? Well, look no further.

Here’s all your Ray2Go Links in one place.

Blog Post:

Human Marketing – What it means to be a Human Business

What is Human Marketing


The Ray2GO Show Ep. 1 –

Why Brands Need to Be Human

Why Brands need to be Human - YouTube


SoundCloud [Podcast]

Why Brands Need to Be Human [Podcast]

Soundcloud Ray2Go

Post-Show BLAB

What the hell is human digital marketing?

The #Ray2GO Post Show Blab.

Ray2Go Post Show BLAB

That’s it for this week.

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 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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