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Content Marketing After the Death of Google+

Corporations large and small use social media every day as a key component of their content marketing.

Google+, the tech giant’s foray into social media, is officially dead and no longer plays a role in content marketing. As of early February, people could no longer join Google+, and, as of April 2, the company will begin to shut down accounts and delete information.

The Birth of Google+

When it launched in June 2011, Google+ was like any typical social media platform: it allowed users to post and store images, provide status updates and share links to interesting stories on the web. Google+ offered “circles,” which allowed a user to slot what other social media sites called “friends” or “followers” into different groups with whom that user could share posts and updates.

The service grew quickly after its launch and amassed 40 million users by the end of 2011. For a while, Google+ was the darling of the tech community, and even Facebook considered it a potentially formidable foe at one point.

But Google+ never really gained traction, even after Google tried to enmesh it with its Gmail and YouTube services, which met with some backlash. Google eventually began referring to the service as an “identity layer” that shared and pulled together all a user’s activity across Google’s various properties. But that didn’t attract additional users either.

The Death of Google+

Two major privacy lapses that had the potential for exposing data for hundreds of millions of users turned out to be the final nails in Google+’s coffin. Google cited the second breach, which it discovered in March 2018 but didn’t reveal until October 2018, as one of the main factors in its decision to shut down the service.

The other main factor was Google+’s small and inactive user base. By the time Google announced the service’s demise in October, the company said 90% of visits lasted less than five seconds.

Despite the end of Google+, Google still operates Google My Business, the service that populates the info box commonly seen on the right column in search results. Using your Google account to log into Google My Business allows you to control the information and images seen in this area. 

Social Media Still Lives

Don’t confuse the death of Google+ with the death of social media overall. Twitter, Facebook and LinkedIn are still going strong and offer great opportunities for manufacturers to expand their content marketing efforts and gain important backlinks to their websites. Corporations large and small use social media every day as a key component of their content marketing and B2B SEO efforts.

If you haven’t created an account for your company on each of those social media platforms, do so today. And if you do have accounts, make sure you’re using them. Just posting a new blog or a new white paper on your website isn’t enough. You need to publicize each new piece of content on all three social media platforms and include a backlink to your website. The posts are more than just a handy linking opportunity; they also provide signals that factor into the search engines’ algorithms.

Of course, it’s not just blogs and white papers that should get the attention on social media. Any new content, whether it’s a just-released product, a press release, a slide show, video or case study, is worth a social media post. It’s a great way to get a backlink and to let the search engines and the Internet at large know that you’ve produced new content.

Social Media Expands

Best of all, content marketing has grown to incorporate more than just written pieces. If you have visual content – like images, videos or slide shows – there are powerful social media sites that allow you to repurpose those pieces and gain valuable backlinks to your website. YouTube, Instagram, Flickr, Pinterest and SlideShare are all useful sites where manufacturers can share their visual assets and score important links to their corporate websites.

If you don’t have visual assets, it’s worth creating some, just to take advantage of these social media sites. A simple video of a machine in operation is completely appropriate for YouTube, and presentations given at client meetings or conferences can be repurposed and posted to SlideShare. And, of course, you’ll want to promote that new content on Facebook, LinkedIn and Twitter.

Pilot Fish has over 20 years of content marketing expertise.  Contact us or call 877-799-9994 ext. 2102 for the help you need.

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