This Weeks Marketing Roundup|SEO, Content, FB Freebooting

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Dancing insane music - Marketing Roundup Nov 14 2015

This week’s marketing roundup:

Content Marketing – Is Gated Content a Necessary Evil? [Case Studies + Optimization Tips] – By Kathryn Aragon for Unbounce

Google News – New Version of Hangout Video Calls – h/t Ronnie Bincer

Local SEO –  Where Did Google+ Local Go? The Google Places API Change Made Simple – By: Miriam Ellis for Moz

Social Media  – Content Shock is here. Now what? –  via Mark Schaefer 

Marketing  Synchronize Social Media and Email Marketing – By Amy Hall

Featured VideoFacebook’s ‘Freebooting’ Piracy Problem – Lingering theft issues anger video creators – By Christopher Heine


Content Marketing

Is Gated Content a Necessary Evil?

[Case Studies + Optimization Tips]

Gated Content

By Kathryn Aragon for Unbounce

I came across this article after having done a Ray2Go Show about the challenges we face when asked for free advice. i.e. “I’d love to pick your brain.”

Most consultants and digital marketers share a great deal of free advice in the form of blog posts and curated content online.

We do this to build our name recognition and reputation.

To build our network and feed our sales funnel, the accepted practice has been to keep more valuable content i.e. the “how-to” content behind a gate.

This could be an opt-in form or an actual pay wall.

Not everyone agrees that this is the best way to do things.

David Meerman Scott, for example,

content should be freely accessible because it results in more downloads and better brand perception.”

Others like Hubspot CEO, Mike Vope believes gated content attracts qualified leads.

There’s been a lot of controversy about pop-up opt-ins.

While most agree they’re annoying, it seems from the increasing amount of site that use them, they do work.

Do people opt in on your site because of the quality content or they can’t find the exit cross on the pop-up?  


Google News

New Version of Hangout Video Calls

This is only for HVCs not Hangouts on Air HOAs

New version Hangout Video Calls Ronnie Bincer

There was some confusion when Google unrolled a new version of Hangout Video Calls this week. (I know, confusion, Google – who’d a thunk it?)

As usual, Ronnie Bincer was on top of it and published his usual helpful screen capture.

Calling video calls and broadcasting both “Hangouts” was a mistake in the beginning and why so many people thought this applied to Hangouts On Air – it doesn’t.

It’s this kind of complexity that has driven long-standing HOA hosts over to Blab. 

This announcement is an example.

If you look at the comments on this G+ post by Eduardo Fernández of Google you’ll find that even experienced Google+ Hangout On Air hosts are up in arms about what they see is a backward change to their platform.

Chad LaFarge, Google Hangout producer and programmer (creator of Pro Studio Hangout Extension) responds in the comments:

“NOTHING IS REMOVED. This is a new tool. The old tool remains available. ( or click the menu at the top right and choose “Original version.” )

Certainly it’s not ideal to have taken over the access point for the old tool, but here we are.

This is NOT designed for business/corporate users and broadcasters, but for Quick Call, get in/out, streamlined, NO FRILLS calls.”

So to be clear, this is a new simplified and better quality HVC.

Local SEO

Where Did Google+ Local Go?

The Google Places API Change Made Simple

Google Maps Local


By: Miriam Ellis for Moz

Here’s another example of how Google continues chopping away its “plus”.

The Google Places API had stopped delivering Google+ Local page URLs and is  rendering Maps-based URLs, instead.

The article clearly explains what the “API” is and how removing it changes what we see when we click on a local business link.

An example of the API is Moz’s Google+ My Business Page Finder.

We used to be able to put in a query for a business and the “Places API” would return direct links to its Google+ Local Page.

Now, you’ll get this notice:

Notice of Google+ Local Change


If you query the place on Google, you’ll be sent to a map instead of their Google+ Business Page.

“It just doesn’t work anymore to tell clients that they need a “Google+ Local page.”

Read the full article for screenshot examples of what this actually looks like.

Think Google may be shooting itself in the foot with these constant changes? You’re not alone:

“Google’s rate of change is so many times greater than the rate of adoption that no SMB has a clue what they should [be doing] with Google these days.” Local SEO expert, Mike Blumenthal



Social Media – Sharing

Content Shock is here. Now what?

Are we screwed?

Content Shock - Are We Screwed


So it seems Mark Schaefer was right when he wrote Content Shock: Why Content Marketing is not a sustainable strategy two years ago.

He’s got evidence to prove it including collaborative findings from Buffer, Copyblogger and MOZ.


Content shock screwed shares dropping

Mark includes a quote from Steve Rayson of Buzzsumo who also appears in his Blab:

“Whilst in earlier years it was possible that if you produced good content it would get found and shared, almost by virtue of its quality, this is no longer the case. There is now so much content that even producing great content is not enough. The bar is way higher. Popular sites with great content are also being affected by content shock.”

So, what do we do about it since it seems great content doesn’t “rise to the top”?

You have to ignite it.

Mark’s book: The Content Code: Six essential strategies to ignite your content, your marketing, and your business tells us how to do that.

I read the book and like his earlier one Social Media Explained, Mark backs up his theories with practical exercises that help you reach your goal.

Included in this article is Mark’s weekly Blab: 

Social Media Office Hours: Content shock and distribution best practices with Chad Pollitt

Social Media Office Hours: Content shock and distribution best practices with Chad Pollitt


One of the points made in the Blab is one I thought a lot about lately – what do we do when we have to publish our content (not just links to it) on social media platforms instead of solely on our site?

Social platforms are hung up on “dwell time” don’t want our links, they want people to stay on their platform longer so they can push more ads.

This is the reason platforms like LinkedIn, Facebook and Twitter have added their own content creation platforms inside their walls.

If you want to market to where your audience is, then does it matter if they don’t “dwell” on your site?



Synchronize Social Media and Email Marketing

Compliment your email marketing with social media.

Synchronize Social Media and Email Marketing

By Amy Hall

With people spending more time on social media platforms and less time linking back to your site, it’s important to give them as many incentives as possible to visit your “home”.

One of those incentives can be an opt-in to have your blogs delivered to their email box via a subscription.

But if people are increasingly staying on social media platforms, how do we get them to subscribe, buy an e-book and otherwise join our mailing list?

You can’t have pop-ups on a Facebook post.

How do we make social media work with our email marketing strategy?

Amy first starts with a clarification of what that difference between these two things are.

“Email audiences are hard-core followers who want to learn and enjoy the subjects you write about on your blog;  social media audiences entertain themselves with bite–sized pieces of content.”

Here’s just a few of her many suggestions:

– Add an Email Sign-up Tab to Your Facebook Page

– Capitalize on SlideShare’s Lead-Generation Form

– Add Annotations to Your YouTube Videos



Featured Video of the Week

Facebook’s ‘Freebooting’ Piracy Problem

Just Cost Casey Neistat 20 Million Views

Facebook's 'Freebooting' Piracy Problem

By Christopher Heine

So, who is this Casey Neistat anyway and why should we care?

If you’ve seen that recent viral video, Aladdin Magic Carpet NYC, he’s the guy that produced it and many other VERY popular YouTube videos.

He’s got over 1.5 million subscribers.

His Aladdin video got over 10 million views which is a good thing since that’s how he makes enough money to produce more.


Aladdin Magic Carpet NYC


But Casey has run into a serious roadblock called, “freebooting” which is the republishing of videos on social sites without the consent or acknowledgement of the people who created them.

It’s simply intellectual property theft and the redistribution of this illegal content is Facebook.

Facebook was made aware of the problem ever since they began hosting native videos, but they continue to emphasize the numbers of views they get and do little to implement the kind of Content ID system that YouTube has.

The video: How Facebook is Stealing Billions of Views included in this Adweek article by Christopher Heineis from a German Company, Kurzgesagt (In a Nutshell) that…

accuses Facebook of turning a blind eye to the freebooting epidemic in order to draw views and ad impressions for its own financial gain—at the cost of content creators.”



That’s it for this week.

If you missed it, here’s this week’s Ray2Go Show post that includes video and audio links to the Show and post-show Blab.

Are You Giving It Away For Free?

Are You Giving It Away For Free?



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:

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

Subscribe to this weekly newsletter here.

If you’d like help with your social media marketing, I’d love to hear from you.



About Ray Hiltz

Thanks for dropping by. I'm the Director of Digital Marketing for 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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