Visual Marketing Over/Under or How I Use
Appreciate having this post included in Feed Your Head Newsletter today:

Friends like +Phil Buckley and +Mark Traphagen are curious about how and why I use Mark is such a major +Google+ guru we many never convert him to, but I found some great examples about why I love Scoopit. contains three great examples of why is invaluable in my #contentmarketing . There is an important assumption that many walk by when thinking about Google's modeled analytics - modeled EXPECTATIONS exist for everything you do.

Understanding Content Marketing's Over / Under
Content marketing is like going to Vegas. If you play games where odds are with the house you LOSE (in time). If you play games where you can reduce the house's dominate odds (counting cards or poker) you may win. 

You WIN in content marketing by recognizing your "over / unders" or what you stand to gain or lose by creating a piece of content. 
"Protect your modeled values" is an important #contentmarketing   idea. You want TODAYS content to beat YESTERDAYS in key metrics like views, shares and links. 

Fast Feedback Loops
Fast Feedback Loops that aren't DANGEROUS are critical to adding content to modeled systems - Google is a "modeled system". Google needs CONTENT and your content needs consistent support and above average reactions. 

I use to reduce my content marketing risks, so I use to "card count" content marketing.  

The image below of 3 of my current "magazines" shows three "reduce risks" #contentcuration  examples:

Only 28% of Brands Can Measure Content Marketing ROI
on Marketing Revolution
From my friend +John van den Brink
Today's views: 16
Total views: 124
Reactions: 42
Shares: 14 (figure at 30% of reactions) 

8 Visual Marketing Tips From Vogue
On Curation Revolution
From my post on 
Today's Views: 21
Total Views: 88
Days On: 2
Reactions: 14
Shares: 6 

10 Visual Marketing Trends for 2014
On Design Revolution
Today's Views: 99
Total Views: 324
Days On: 3
Reactions: 99
Shares: 33

Reading The Data
See how valuable it is to have an apples to apples comparison? Other factors need to be added into results. I wrote the VOGUE visual marketing post based on how well the visual marketing Scoop is trending. My Vogue post on ( ) has 93 flares (social shares) after three days. 

93 flares is running a tiny bit behind my averages. I knew I was taking a slight risk with my #longtail  branded post. My Vogue post may not perform as well as Red Bull's Branding Lessons - We Are All Publishers Now ( with 241 flares, but my Vogue post won't be so below my Curatti means that anything of value is at risk and it was a "boundary pushing" content experiment (need those).  

No single post takes your rank up or down...mostly. The outliers, posts that BLOW UP or that really STINK can move the needle in the short term. In the long term it is all aggregate and "psychohistory" (lol). 

Asimov fans will remember how Isaac Asimov's Foundation Series believed man's future was known at least in the aggregage. As content marketers Google "knows" us in the aggregate too, so your goal is to consistently raise the bar.

Key to watch your metrics to know if you are achieving your goal. Use tools like to lower risks and encourage experimentation. 

I felt comfortable writing the Vogue post due to how well's Visual Marketing post is performing on The 10 Reasons Visual Marketing Dominates 2014 (I modified the title slightly) has been trending for 3 straight days with 100 or more views and lots of shares (this is HARD to do, less than 10% of shares can trend for 3 days).

The performance of the post on REDUCED THE RISKs of writing about a HOT topic - #visualmarketing  - in a risky way (me writing about Vogue lol). 

The Rub is, at some point, your test tool will begin to rank. +Brian Yanish has this problem. Brian's #SEO  has his outranking his website (PR6 to PR4). PR4 for a blog is very respectable. PR6 for is AMAZING (for a bunch of reasons). 

Brian's is a "trusted source". Brian's feeds should be trusted sources since he shares AMAZING CONTENT. Brian and I were having a debate about link shares vs. value add the other day and I've changed my mind. I think Brian's is BRANDED. 

When I see a Brian Yanish link I know his LENS means the link is worth investigating. I approach my shares different. I always yap my 2 cents (lol). I'm a yapper (lol). Brian's strategy is more effective since the highest PR I have on feeds is 3. 

Brian's winning strategy on doesn't mean I should clone him. The most effective thing any of us do on social media is BE OURSELVES. When you are honest, open and, at least in my case, yappy (lol) you create valuable relationships. Brian's strategy is more effective in the aggregate, but mine works for me. 

This doesn't mean I'm closed to the lesson Brian and many friends are trying to teach me (lol). Getting LEANER is an important macro trend and one I'm working on as this 1,000 word G+ post proves :). Bottom line is helps reduce risks and is teaching me, ever so slowly, how to write and think leaner. 

Perhaps THAT last idea is the most important VALUE. I learn how to be a better ME from friends like Brian, +Robin Good +jan gordon +Cendrine Marrouat +Ally Greer, +Bill Gassett +Guillaume Decugis and many more. I try to pay back with support, loyalty and sharing my soon to be much leaner TOMES (lol).

My "tribe" knows me, so Google's expectations aren't the only ones we set, need to be careful of and care about :). Marty

PS. I think Mark's use of G+ does a lot of what I discussed here so our chances of converting Mark to aren't great, but that's okay because I will be sure to share the amazing content he shares so we will have Traphagen's army on Scoopit by proxy :). M  

Thanks to Alley for sharing this post on her Content Marketing & in today's Newsletter!

Last night had a cool experience. I went to the #discover section in Twitter (don't usually go there) to find Alley's share of How I Use Fun.


Great +Neil Ferree riff on how he uses

Finding and publishing relevant curated content to your blog and your top social channels and doing it at a fraction of the time it takes to research, compose, edit and publish an original article on your blog has huge upside to those who use the platform.

@Martin(Marty) Smith dives deep into the technical aspects of how he uses and measures his content marketing over/under quotient and for some, that's honey to the bee.

For me, I find enormous value in being able to train my CC engine to find more than just relevant content, I seek content that has 3 things every submission needs;

A Headline with Immediate Click Me Now Appeal
An Image that tells and sells Read Me Now
Copy worthy of a Demian Farnworth byline

What Marty forgot to mention in his well thought out piece is the awesome social content amplification that occurs when you curate awesome content that other Scoopiteers share to their top socials.

Seeing 10 people share your Scooped Story to their social channels with the click of a mouse is good validation you're on the right track

Neil is a great curator. Here is the link to this post and he is a #mustfollow too:

Brian Yanish Note
Great note from +Brian Yanish about how he uses

Thank you so much +Martin W. Smith. Your words of wisdom and vote of confidence pushes me forward. As I mentioned before for me is an ongoing test for reach, branding and effort. (RBE)

So now I just had to Google RBE and Wikipedia defines it as Relative Biological Effectiveness. The RBE is an empirical value that varies depending on the particles, energies involved, and which biological effects are deemed relevant. It is a set of experiment measurements.

I think that's where & +Guillaume Decugis got their algorithm.
Particles = Scoops / Energies involved = Rescoops & Sharing
Biological effect = Social Media

Darn Google you side tracked me again. I can't believe I just read the whole Wikipedia article on RBE in radiology. 
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