View
496
Download
0
Category
Preview:
DESCRIPTION
Presented by Bill Flitter, Founder & CEO of dlvr.it. If you wrote a blog and no one read it, did you write a blog? In this session Bill Flitter, co-founder of dlvr.it, will explore ways to create a successful content distribution program that leverages the fragmented markets that exist online. With a myriad of new services, features and social media channels, it is a daunting task to update every platform and distribute the content that you create. Your audiences, friends and followers are fragmented across the Web, and often, messages get lost in the constant real-time stream. How can you get the most impact out of your content online without it getting lost? How can you publish your content without having to manually update across the Web?
Citation preview
1
Distribute GrowMeasure Optimize
Syndication Done Simple
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
2
About Bill Flitter
• Grew up on a farm in WI
• 15 years experience in media start-ups
• Content Marketing Strategies Conference organizer
• Avid speaker: AdTech, OMMA, Search Insiders Summit, Digital Hollywood, SXSW, AdForum, the Business Marketing Association, American Press Institute, American Marketing Association and more
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
dlvr.itCEO/Founder@bflitterbill@dlvr.it
3
dlvr.it overview
t
t
t
t
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
4bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
5
Terminology
1.Publishers – anyone who is creating content for the purpose of engaging an audience
2.Content – blog posts, videos, pictures, ebooks, press releases, case studies, etc.
WARNING: Not to be confused with “Conversations” or display advertising
3. Distribution – paid, automated, customer sharing
4. Distribution = Syndication 5. Focus on Social Syndication
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
True or False: Content is the fuel of the web?
6bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
BloggingSEO
Public Relations
Inbound Marketing Content Marketing
Social Marketing
Publishingebooks
7bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
4B
200M
500k
52k
Facebook updates
Tweets sent
WordPress posts
Hrs of video to YouTube
Daily:
How your audience feels
8bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
9bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
Why are we here?
10bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
Free Food?
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 11
12bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
See: 5,000Engage: 76 Recall: 12 Act on: 5
Yankelovich
13bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
See: 5,000 / Act on: 5
= .01%
yankelovich
Fix This
14bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
If you love your content, set it free
15bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
In the past distribution was one of the most valuable assets
16bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
The Internet has radically reduced the cost of distribution
17bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
Today, everyone has distribution available to them
Distribution pre-social web
18bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
Brands Publisher Audienceads views
Distribution today
19bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
Brand
AudiencePublisher
20bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
Content distribution online is brutally complex
21
…and only getting more complicated
1990s
Am
oun
t of
conte
nt
create
d
daily
2000s 2010s
Bulletin Boards Portals Search Mobile/Tablets Social Content Discovery
iPad
iPhone
Kobo
Kindle
Android
YouTube
Google+
Blogs
TaggedTumblr
Outbrain
Zemanta
ShareThrough
Sponsored-Tweets
Sponsored-Stories
nRelate
Taboola
Ooyala
Shareaholic
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
22
Time to shift our thinking
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 23
25
How do you win at both search and social?Syndication is the stone
26
“Focus on syndication for search and social success.”
27
SEO is an outcome of a content syndication strategy
28
Prior to 2010 • Meta tags• Relevant backlinks• Keywords
Today• Author reputation • Commenting • Social factors (Likes,
tweets, retweets, shares, etc.)
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
29
You are only as visible as your latest blog
post, social shares and comments.
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 30
31
“The social signal, the people you ‘hang with’ is actually a ranking signal.”
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
Search & social
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
How did that happen?
35bill@dlvr.it/Confidential DO NOT DISTRIBUTE
The Sleeping Lion Woke up
Social Signals
Panda Update
Google Plus
Freshness
Your World
Brand
AudienceMedia
36
It starts with distribution
t
t
t
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
“Our philosophy is to fish where the fish are.” – Adam Brown, Coca Cola
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
38
Distribution can be time consuming
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
Login
CopyPaste Format
Shorten Link
Find Image Send
Audience
Measure Repeat x?
39bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
Copy & paste is not syndication!
40bill@dlvr.it/Confidential DO NOT DISTRIBUTE
Automation is NOT
a dirty word
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
41bill@dlvr.it/Confidential DO NOT DISTRIBUTE
However, automation without Conversation:
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
People are the most powerful distribution channel
Success comes with Audience-to-Audience Syndication
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
44bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
We are ALL Kings/Queens of media
45
27 Million Pieces of Content Shared Daily
Audience
Audience
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
How does your audience feel?
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
47
Distribution Optimization Pyramid
Just get there
Headlines, images, hashtag, timing
Edgerank, viral, mood, other events
You control
No control
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
48bill@dlvr.it/Confidential DO NOT DISTRIBUTE
Quality is in the eye of the Algorithm
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
49bill@dlvr.it/Confidential DO NOT DISTRIBUTE
Distribute your content giving every opportunity for your audience to socialize and amplify.
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
50bill@dlvr.it/Confidential DO NOT DISTRIBUTE
Build out backlinks naturally. Share blog posts, create an optimized press release.
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
51bill@dlvr.it/Confidential DO NOT DISTRIBUTE
If you only have 1 Min remaining in your day, publish 1 piece of content to G+.
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
52bill@dlvr.it/Confidential DO NOT DISTRIBUTE
Create fresh, relevant and timely content consistently.
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
53bill@dlvr.it/Confidential DO NOT DISTRIBUTE
If you have done the previous items consistently, your content will appear in your audience’s search results.bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
54
1. Content Distribution Optimization (CDO) is the new SEO
2. Social signals are the new backlinks. Relationships prove relevance.
3. Create relevant and timely content. Repeat
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 55
56
Distribution services
PaidEarnedOwned
Paid Only
Press Distributio
n
bill@dlvr.it/Confidential DO NOT DISTRIBUTE
EarnedOnly
57
Industry validation“All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.”
Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence, Coca-Cola
“People are accustomed to blocking and skipping ads, so organic integrations into video content or advertorial propel the brand message to the forefront of the consumer psyche.”
Aubrey Flynn, brand content director for Ciroc Ultra Premium Vodka
“Take the time to come up with a promotion and distribution plan for each piece of your content.”
Alison Bolen, Editor of blogs and Social Content for the SAS, 50 BtoB Marketers to Watch
“Content marketing is everything we do on the B2B front. On the consumer front, we call it experience marketing. Experience marketing is about putting customers in the center and telling a story to which customers can connect emotionally.”
Pam Didner, Global Integrated Marketing Manager for Intel
bill@dlvr.it/Confidential DO NOT DISTRIBUTE
Recommended