Once your website, blog and other properties are modeled in Google think of every new blog post or webpage as a risk. Back in the optimization days Google depended on links with anchor text to confirm a page s value and content. Google evaluated WHO was linking, and the higher PageRank the better, and what they were linking. Links remain important to Google s algorithm, but links aren t alone anymore.

Social signals, Facebook LIKES, shares, Pinterest pins, Tweets, StumbleUpons and Diggs all influence Google s mathematical understanding of your content, rank and value. If your blog typically gets X support and you write a post that gets X- support authority is harmed. Authority is so hard to win never HARM IT is a good rule.We use Scoop.it to lower content risks and costs.

Scoop.it lowers risks because we blog about content that earns legs on Scoop.it. If content doesn t set the world on fire as a curated snippet we move on. When content does trend for several days it goes into our blog about this folder. We leave 25% of our content calendar for posts on trending topics. Scoop.it is our most important source for trending topics .

Sure you can use hashtags and Twitter to see trending topics, but that content is trending out in the world with who knows who. When our Scoop.it community, a community formed over the several years we ve used this magical tool, gives a THUMBS UP with a lot of views, shares and ReScoops we trust those results more. We know more about the community that provides our fast Scoop.it feedback. Our Scoop.it community comes from hard core curators and Internet marketers so win them, win the world (lol).

Scoop.it lowers our risk because we are LESS LIKELY to write a post whose social support is well below our Google modeled means thanks to pre-testing on Scoop.it. Scoop.it lowers our cost because we get exponentially more testable reach from curated content on Scoop.it than any other tool, social net or community (though GPlus is coming up fast).

Paper.li So Much For So Little

Think of the tens of thousands of dollars you spend creating Tweets (millions perhaps). Without Paper.li that money better do something in the tiny window of a tweet s half life (less than a day) or record another strikeout and hope for better tomorrow. Paper.li uses a sophisticated algorithm to claw back your tweets mashing tweets into a Daily Paper constructed from a GENUS algorithm (perhaps the best we ve seen).

Paper.li is as close to set it and forget it as any tool gets (if that is how you choose to use it). Set your Paper.li business rules and get tweets thanking you for including people you didn t know until Paper.li s magical algorithm introduced you. Paper.li is a powerful Business Intelligence tool too.

Content that wins, content that makes it through Paper.li s filters, is content worth investigation. Sites that consistently win are sites worth following. Paper.li is one of those tools we ve already made so much with, while putting in so little, we owe it a real sit down to figure new ways to take advantage a vastly underestimated tool but POWERFUL content curation tool. Could you disrupt a business vertical with Paper.li? Absolutely and have fun doing creating disruptive competitive advantage too.

Pinterest

Pinterst got a bad rap right out of the door. It felt crafty and so not like Pinterest could help businesses make money. We ve built a bigger Pinterest community faster and cheaper than on any other social network. The funny story of how we created our 3,000 strong following by making a mistake we ve written about, but don t underestimate the power of arresting visuals. One our most scooped pieces of content was a startups resources Pinterest board (had legs for days and days).

Pinterest has two powerful angles few play.

First the community board creates User Generated Content on your boards (lowering content creation costs). Even better, your community boards appear as boards on those pinning to them creating a form of widgetization that creates vast reach cheap. If your community board pinners have 1M followers (collectively) each pin has a million sets of eyes. Widgetization, the ability to create something you control and others curate into, is powerful because it builds community and provides sherpas to carry your curated content up our content and social marketing EVEREST.

The other thing we love about Pinterest is how strangely out of time it is. Stuff you pin today may not do a thing for weeks. Then some power pinner takes a liking to it and you are off to the races. Talk about long tail of curated content. Checking our Pinterest today only one Repin came from things we ve pinned in the last few days, yet we’ve had about 50 repins all on content from months ago strange but cool and anytime you can get MORE out of content you ve already published its a good thing.

GooglePlus

Remember when G+ debuted and everyone panned it? Those days are fading fast (darn). B. L. Ochman, a GPlus guru, said it the best in a Hangout on air last week, GooglePlus is not simply another social network. It is a powerful set of tools revolutionizing online communication . we agree and would add every SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis we ve done (about 20) on a range of businesses show GPlus is a blue ocean. Other social nets are shark invested (and so red oceans).

If you can be the first to discover unique ways to use GPlus to curate, create and mashup content you will win BIG.

One of the ways teams I ve managed made millions online is to look for undervalued assets, invest in them a little before the mob and create differentiation and competitive spacing thanks to a slight lead. GPlus is NOT a falling off a log easy set of tools (yet), so adoption is limited to those wiling to walk through the desert with little water.

Before it rains and everyone can make the trek we suggest using GPlus for its conversational power, ability to interact with leading experts (in almost anything) and help understand how your content is really landing with PEOPLE not bots. This new Google era can be summarized as PEOPLE not BOTS!

Don t Forget

As amazing as these tools are you still need a BLOG and a website (and these can be the same things now). Blogs are great for SEO because they are flat and spiders understand them. Blogs are lousy for links because they are flat and spiders understand them (sort of). If your blog is your website read articles on how to make a blog WORK as a website. You will need to pay attention to how to categorize, menu and splash page your content. If none of that made sense, create a more traditional website and hang a blog off of it.