The Future of Marketing

Newt Barrett

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Why You May Be Screwed If You Don’t Take Google+ Seriously

Pay careful attention to the upper right hand corner of Google Search results

If you have recently checked your category’s Google search results, you may well have been as surprised as was when I recently checked our first page placement in the ‘content marketing’ topic.

In weeks and months past, text ads would have appeared in the upper right-hand corner. Those ads still appear, but they have been bumped down by a gigantic Google+ area that features 2 content marketing gurus, Joe Pulizzi and Brian Clark.

Interestingly, the Google+ content has exactly the same prominence as the major sponsored search results that appear above the organic search results. I cannot imagine that advertisers are overly pleased by that.

Happily, Content Marketing Today still appears on the 1st page of search results. Of course, that’s a direct result of picking the right website name early on, having been around since 2007, and posting lots and lots of content about content marketing.  But, our organic search results and those of many other organizations may soon seem less important than any company or individual who is featured in that upper right-hand corner Google+ sweet spot.

Even worse, Google also encourages you to click through to a follow-up page that shows more individuals and organizations who are active Google+ users. Fortunately, we show up there, too. But, because we haven’t taken Google+ all that seriously, our presence lacks punch and pizazz.

The bottom line seems to be that Google+ must become a key part of our collective content marketing efforts. That’s not necessarily because of its intrinsic merits, but because of the way Google is leveraging its omnipotent control of upper right-hand corner of the search results page. Your search terms may not yet show that upper right-hand Google+ content, but I’m guessing that we’ll soon find it everywhere.

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More Stories By Newt Barrett

Newt is a leading thinker on the new discipline of content marketing. He urges marketers to think like publishers by delivering essential, relevant, and timely information that makes customers smarter and wiser–and much more likely to become buyers. Newt is a successful publishing executive with more than 25 years of experience as both a manager and business owner. He has launched profitable publications in the high tech arena for both CMP and Ziff-Davis. He was an early player on the web in 1996 as Publishing Director of an early Yahoo competitor, NetGuideLive. As an entrepreneur, he launched Southwest Florida Business and BusinessNewsNow.com in the late nineties, later selling them to Gulfshore Media. His publication still thrives under its new name, Gulfshore Business. In addition to his sales and marketing skills, Newt is a published writer for Business Currents and Gulfshore Business magazines. He writes on topics as diverse as healthcare, education, public policy, growth, business best practices, and technology. He knows how to build great brands that serve client marketing needs. He is comfortable driving dramatic market-driven changes. Newt is recognized as a leader with the ability to move teams in new, unexplored directions. He is effective in high level sales and marketing conversations with senior executives in client organizations of all sizes. He delivers successful consulting engagements to improve products, people, and processes.

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