How to Market your Content on Google Plus

How to Market your Content on Google Plus

Google+ is not just a Facebook competitor. Google sees it as a core layer to its web assets and a vital part of the social web puzzle.

It is embedded in and across all Google’s web assets including Gmail, Blogger, Picasa and YouTube. Google+ was designed and developed from day one to be visual, integrated and mobile optimized.

As it has grown in popularity it needs to be taken more seriously by marketers. What is now the second largest social network should no longer be seen as an afterthought.

Google+ is about relevant content

Google’s objectives for Google+ are led by the key goal of improving user experience. This includes using the social network to improve the search results by serving up online content that is relevant, recent and accurate. It means providing content on the search results page that best meets the users expectations.

Social proof improves search engine performance

That is why the “+1 button” is important. It is social proof of what content people find valuable as they use the web, read blogs and share online. This adds to the accuracy of the search engine software.

This social proof feeds into mathematical equations used by Google’s computer servers to continue to make its search engine pertinent and as useful as possible to seekers of information online on a social web. So how content works on Google+ will be a bit the same as Facebook but with some twists.

So what are the top content activities on Google+?

Research from a GlobalWebIndex study reveals that the top content activities on Google plus are:

  1. Uploading and sharing photos
  2. Clicking a Google+ “+1 button” to vote on what content they like
  3. Watching video clips created by other users
  4. Sharing links to blogs
  5. Watching full length TV or films
  6. Sharing a link to an article

5 principles of optimum content activities on Google+

Here are 5 principles to keep in mind when creating, publishing and promoting content on Google+.

1. Focus on visual content

Images, photos, and videos are vital for Google+ content sharing.

2. Make it educational

Google+ is much more about learning and educating than Facebook. People tend to be more serious and want deeper and more insightful content than pictures of puppies and cats.

3. Include regular and consistent content updates

Content posting frequency is dependent on your industry. Entertainment and media type sites that are about news and entertainment will require multiple updates on Google+ every day. Businesses to business sites don’t need that level of intensity; so once a day may be enough. Be prepared to experiment and see what works best for your brand.

4. Make your Google+ sharing button prominent

Include a Google+ sharing button on your blogs and websites: This makes it easy for people to share your content.

5. Use Google+ Hangouts

These can be used to share your most valuable content. It can be public or private.

This includes

  • Webinars
  • Question and answer sessions
  • Running workshops

Learning how to market on Google plus by applying these tactics and principles can improve your social media marketing.

Business brand content best practice tactics

There are many types of businesses that are struggling to market with Google+, they can be business that sell to businesses (B2B) or those that deal directly with consumers (B2C). They can be small, medium or large. They can be businesses that are creative or they could be  knowledge and industrial industries. Personal brands are also marketing effectively on Google+.

Some people think that your organisation may have no place on social networks or Google+ because the content may seem to be potentially boring. So how do you market your content on Google plus?

Let’s look at  some case studies to get you thinking and maybe even inspire you. Here are how both “business” and “personal brands” market with content on Google+

Case Study #1. Marvel Entertainment

Marvel Entertainment is a subsidiary of The Walt Disney Company and is one of the world’s most prominent character-based entertainment companies. They are home to the Avengers and Iron Man series and many other well known super hero brands.

They have over 3 million followers on Google+

1. Offer a special limited time offer

Media and the entertainment industry that sell to the consumer finds that competitions and special offers are enticing and tempting ways to get fan engagement.

Here is an example of this tactic.

Marvel Google+ content

2. Ask a question

If you want to drive engagement, ask questions. In this update it also links back to the Marvel website driving traffic to their online asset.

Marvel Google+ content

Case Study #2. General Electric

General Electric is a huge industrial and technology juggernaut on Google+ with over 500,000 followers. They know how to use Google+ to make their brand interesting. Despite being a B2B brand that marketers sometimes view as not sexy enough for social media they display some great tactics for using content on Google+.

1. Reveal exclusive behind the scenes while involving passionate fans

Involve passionate fans in your content creation and reward and share their content. Here is how GE is involving their fans and sharing behind the scenes images at one of their industrial facilities. This content can also be educational.

GE Google+ content 1

2. Have some visual fun

Who said that Google+ was serious? Here is an example of content that is fun and uses a quote in a visual format. Look at the number of “+1’s”  and shares.

GE Google+ content

Personal brand content best practice tactics

Bloggers, authors, artists and passionate creators of visual, multi-media, and text content can be powerful personal online brands. Those that understand the power of the social networks can accelerate and enhance their brand through effective content marketing tactics.

Here are some to consider and maybe emulate.

Case study #1. Trey Ratcliff – photographer

Trey is a photographer from Queenstown, New Zealand who just happens to have over 6 million Google+ followers. His content is visual, compelling and contagious. This is what you should strive for.

Here are a couple of examples of how he uses content on Google+ to great effect.

1. Hangouts

This hangout is about how to create great sunset photographs. This illustrates the importance of the key principle of educational content.

Trey Ratcliff Google+ content

2. Hashtags

Hashtags are now almost a universal categorisation tool that started on Twitter and now is used across all the major social networks in Google+ and Facebook. This helps people discover and share your content and ride on the back of hot trends. Here is how Trey does this with a trending global hashtag, #Sunsetday. 

Trey Ratcliff Google+ content

Case Study #2. Jamie Oliver – chef

Jamie is a well known celebrity chef that loves sharing healthy and easy to make recipes. He has over 1.8 million followers on Google+.

1. How To’s

Adding value to people’s lives by showing them how to do something is always a certain winner in content creation on Google+ (and other social networks). Here is the compelling and tempting photo (visual format), with the link to his website which reveals how to make a Pasta Peperonta.  

Jamie Oliver Google+ content

2. Multi-media content – Video

Running a competition that showcases your followers is a sure way to make your content flow over the web.  Here he has used multi-media content via a video to announce the final five in a competition.

Jamie Oliver Google+ content Creativity and imagination go a long way

So have some fun with your content creation on Google+ and don’t forget to educate, entertain, inform and make it visual.

Remember it’s all about your audience not you.

How are you using Google+? Is it driving traffic to your website or blog? Is it about creating engagement for your personal or business brand?

Looking forward to reading about your insights and experiences in the comments below.


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  • venkyiyer58

    I understand there is no place for hashtags on Google+ any more?

    • Jeff Bullas

      Hashtags are now an integral feature of Google+ and almost every social network (Instagram, Pinterest and Twitter) and most recently Facebook. Include 2-3 in every post.

      • Steve Zbranek

        I agree with you Jeff thanks for giving such nice insight.

  • chicosandchicas

    thanks for sharing… I have an google + account for a while now… but not using it frequently… but with these tips I start setting up a new plan on how to use it.

  • Unmana

    Great tips: especially since Google Plus seems to be becoming The Network You Cannot Ignore. What we’ve also seen is that Google Plus communities are very active and useful, and not over-crowded yet unlike all the older networks.

  • PamelaMKramer

    You know what’s interesting Jeff? You don’t use the power of Pinterest as a social share button. You would be surprised how many articles of yours that I pin.

    • Jeff Bullas

      Yep, need to get the Pinterest sharing button fixed. On it!!

      • PamelaMKramer

        :) You have a Pinterest sharing button on your social slide bar over here but it doesn’t pin your images it’s just blank. Lucky for me I have my own button in my tool bar.

  • Angela Iliopoulos

    Thanks for the great tips! I was focused on posting on Google+ for a while and fell off but I know I have to become more consistent! Great ideas – now back to working at it!

  • Reputation Managers

    Great tips. Thanks!

  • wittykittymi

    Hi Jeff, some great tips here! :)

    In addition to these strategies, I also make sure that I join, interact and have real conversations with people in the Google + communities (related to my brand). A lot of good influencers and commoners around the community :)

  • Krithika Rangarajan

    These tips are extremely useful.

    I am an unpaid Intern at a medium-sized Marketing company and have been tasked with finding out how to use G+ to our advantage. Since I have NEVER used G+ – as a novice marketer, I have a lot to learn (but EXCITED) – I need to study this platform from the scratch. Any ideas on how and where to start? :-)

    Thank you.

  • Adrienne Dupree

    Very informative post. I am really starting to use Google+ more.

  • Natalie Scholberg

    Thanks! Time for this old dog to learn a new trick, and ‘roll over’ does not qualify. :)

  • Jackie Chin

    Thank you for sharing these great tips to drive people to my Zombie themed Radio show. Jackie Chin/zombiepalooza radio