This Week in Marketing |Content, Curation, SEO, Google+

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Marketing News and Views of the Week

 

In this week’s views and news:

  1. Role of Content Curation in Content Marketing
  2. Content Curation Resources – The Lunch Bunch TakeOuts
  3. Google Plus News
  4. SEO – What you need to get to the top 10 on SERPs
  5. Stuff You Should Read:
    • How to Use G+ Circles to Build a Relevant Network
    • Content Marketing Rescue Team
  6. HOA of the week; Business Marketing Strategies

 

1. Is Content Curation Just Lazy Content Marketing?

 

 

We had the pleasure of welcoming back our friend Brooke Ballard as our special guest at our digital lunch table.

Brooke is a Digital Marketer and owner at B Squared Media.

She also co-hosts an entertaining and informative Podcast: Ready Set Podcast with Mallie Hart.

Our regulars, Jessica, Randy, B.L.Scott and I engaged Brooke in a discussion about where content curation fits into our content marketing strategy.

 

What is Curation?

“Curation is the act of analyzing, organizing, and/or summarizing the content you share.”

Curation without the WHY is just sharing.Click To Tweet

What’s the difference between curation and aggregation?

Curation happens when you share information and provide context and reasons why you’re sharing it.

Randy:

“You know what your channel is, you know who your customers are and you’re looking for something that’s going to be beneficial to them. You’re not just pushing stuff out constantly…just to be on the social media highway.”

 

B.L.:

“I keep a list on Twitter of people who are content curators and I ignore those people because they just share headlines.”

Audience development, knowing your audience is crucial for developing a content strategy that incorporates curation.

 

Listen to the podcast here:

Does curation work as a content strategy option?

Brooke:

“Curating content has led to me getting business so I’m not against curation at all. But I am against blindly sharing and creating more noise.”

If you’re just sharing other people’s content and don’t share any of your own original content, there’s not going to be any way of connecting with your brand.

 

What captures you attention in your social media streams?

Trust. I know you. We have a

I know you. We have a relationship so if I see something you shared I’ll click through to have a look.

If I don’t know the person sharing, then I go to the second level of attraction which is the headline.

Should someone create content, curate content or both?

Jess:

Creating content is a “superpower”. Curating and finding the exact content your audience wants is another kind of superpower. It’s hard to build both of those at the same time. So if you do one well, do that one and just be aware of other options.

Brand and personality:

Randy:

“Your brand has a personality. Let it show”

Whether you curate or create content, it’s all about relationship building. ~ ScottClick To Tweet

 

TIP:  To be a good content curator, customize and personalize the content you share for your specific audience.

 

Lunch Bunch Take Out

2. Curation Resources via the Lunch Bunch Takeouts

 At the end of each #RayBunch show, we leave you with our Takeout – links to resources that provide you the opportunity to dig deeper into our featured topic.

8 Best Practices for Content Curation by Jim Dougherty shared by Jess

12 Attributes of a Successful Content Curation Strategy by Heidi Cohen shared by Scott

Social Sharing Habits: New Research Reveals What People Like to Share by Suzanne Delzio via Social Media Examiner shared by Randy

Feed the Content Monster: How to Curate Content by Peg Fitzpatrick shared by Ray

 

3. Google Plus News

Google+ gets rid of Ripples in its streams.

 

Marketing News Google Plus Ripples

 

For a platform that’s supposed to be dead or at the least, dying, there’s sure a lot of activity going on.

With the introduction to Collections (yes, this is the 4th week in a row I mentioned Collections), and now the elimination of “Ripples”, it’s becoming apparent that Google is

  1. Trying to appeal to a broader audience than marketers and geeks.
  2. Aligning its UI (user interface) with mobile.

 

As Eli Fennell wrote in his post about the elimination of Ripples:

While Social Media Marketers and the Terminally Vain may have found Ripples useful, I think we all know that the average social network user could not care less to analyze the sharers and influencers of their Posts.”

 

Perhaps proving his point, I used Ripples to see who was sharing my (and others) posts and look at their networks. I also used Ripples weekly to see who shared our #RayBunch show Event to capture urls for the Comment Tracker app.

Neither are critical losses. There are other ways to achieve the same goals such as Nod3x.

 

No More Auto Hashtags

Like Ripples,  this was a feature not even noticed by most G+ users.

Auto-hashtags were generated in G+ posts when the author didn’t add their own. They were listed in the upper right corner of the post.

Hashtags are still very important to Google search. They continue to work in the background.

Marketing News Auto Hashtags

 

Tweets take flight in the Google app

from Google Blog:

Google brings Tweets to Google Search on mobile devices. So now when you’re searching on the Google app or any browser on your phone or tablet, you can find real-time content from Twitter right in the search results.

Whether you’re interested in the latest from Taylor Swift, news about the #MadMenFinale, or updates on the NBA playoffs, you’ll have access to it directly from Google.

Let’s use NASA as an example—just ask the Google app about “NASA Twitter,” and in the search results, you’ll see Tweets from @NASA:

Marketing news Twitter Google

For more detail and analysis of how this Google/Twitter deal could affect you, read: What Does Google’s New Tweet Section Mean For You? by Chris Crum

“Tweets from customers about issues or bad service experiences could be on the front page,” said Joshua March 

“If businesses have a social first approach to customer service then they can tackle these quickly and head on, creating positive engagements that will show up instead.

This deal has the potential to accelerate the kind of service-related Twitter crises many brands have already experienced.”

 

4. SEO NEWS

Why Good Unique Content Needs to Die Whiteboard Friday

by Rand Fishkin via Moz 

 

This is packed with great information about how Google ranks SERP worthy content and advice as to how to create it.

In short, it has to be 10 times better than anything that can be found in the search results today.

How do you do that?

Go to Buzzsumo.com and check out posts that get most shares and analyze why they are so often shared.

Also do a public (not logged in) Google search for something you’re interested in and take a look at the top ten results to see if you can see why they ranked.

Ask yourself these questions of the most shared content on social media and top search ranking results.

  1. What questions are being asked and answered by these search results?
  1. What sort of user experience is provided? I look at this in terms of speed, in terms of mobile friendliness, in terms of rendering, in terms of layout and design quality, in terms of what’s required from the user to be able to get the information? Is it all right there, or do I need to click? Am I having trouble finding things?
  1. What’s the detail and thoroughness of the information that’s actually provided? Is it lacking? Is it great?
  1. What about the use of visuals? Visual content can often take best in class all the way up to 10x if it’s done right. So I might check out the use of visuals.
  1. The quality of the writing.
  1. I’m going to look at information and data elements. Where are they pulling from? What are their sources? What’s the quality of that stuff? What types of information is there? What types of information is missing?

 

5. Stuff You Should Read

Google+ Circles: Making Your Online Connections Relevant by Dustin Stout

Google Plus Circles

 

 

The level of satisfaction you get from being on Google Plus is proportional to the level of circle management you execute.

From definition to optimization, Dustin covers all the bases for making your G+ connections relevant to your personal or business goals.

 

Content Marketing Rescue: 4 Tips for Saving Your Brand’s Content Marketing Strategy

by Ashley Zeckman for toprankblog.com

Content Marketing Rescue

 

I enjoy the restaurant “rescue show” analogy.

I managed restaurants for a while so related to the setup.

It sets the tone for a no BS marketing attitude adjustment.

The team begins with an assessment of your Content Strategy then proceeds to take you through the steps leading to the final “pressure test”.

These steps are:

#1 Know The Neighborhood = Identify Customer Demographics

#2 Eliminate Difficult Staff = Create a Good User Experience

#3 Improve the Decor = Create Visually Appealing Content

#4 Update the Menu = Find the Right Mix of Content Marketing Tactics

 

6. HOA of the Week
The Curious Marketer with Vin

Session 1 – Understanding Marketing and Marketing Strategy hosted by Vince Messina with guest Ammon Johns

Lots of sound marketing advice here as well as a discussion on the general state of marketing.

We don't like marketers because they hold up a mirror to our own hypocrisy. ~ Ammon JohnsClick To Tweet

 

That’s it for this week. Drop me a line and let me know what else you’d like to see in this newsletter.

If you’re free on Tuesday for lunch, join the #RayBunch at 12:15 pm ET.

 

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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