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Distribute GrowMeasure Optimize
Syndication Done Simple
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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
[email protected]/ IFBC Portland - Stress-free Syndication @2012
dlvr.itCEO/Founder@[email protected]
[email protected]/ IFBC Portland - Stress-free Syndication @2012
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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
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True or False: Content is the fuel of the web?
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BloggingSEO
Public Relations
Inbound Marketing Content Marketing
Social Marketing
Publishingebooks
[email protected]/ 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
[email protected]/ IFBC Portland - Stress-free Syndication @2012
[email protected]/ IFBC Portland - Stress-free Syndication @2012
Why are we here?
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Free Food?
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[email protected]/ IFBC Portland - Stress-free Syndication @2012
See: 5,000Engage: 76 Recall: 12 Act on: 5
Yankelovich
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See: 5,000 / Act on: 5
= .01%
yankelovich
Fix This
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If you love your content, set it free
[email protected]/ IFBC Portland - Stress-free Syndication @2012
In the past distribution was one of the most valuable assets
[email protected]/ IFBC Portland - Stress-free Syndication @2012
The Internet has radically reduced the cost of distribution
[email protected]/ IFBC Portland - Stress-free Syndication @2012
Today, everyone has distribution available to them
Distribution pre-social web
[email protected]/ IFBC Portland - Stress-free Syndication @2012
Brands Publisher Audienceads views
Distribution today
[email protected]/ IFBC Portland - Stress-free Syndication @2012
Brand
AudiencePublisher
[email protected]/ IFBC Portland - Stress-free Syndication @2012
Content distribution online is brutally complex
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…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
[email protected]/ IFBC Portland - Stress-free Syndication @2012
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Time to shift our thinking
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How do you win at both search and social?Syndication is the stone
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“Focus on syndication for search and social success.”
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SEO is an outcome of a content syndication strategy
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Prior to 2010 • Meta tags• Relevant backlinks• Keywords
Today• Author reputation • Commenting • Social factors (Likes,
tweets, retweets, shares, etc.)
[email protected]/ IFBC Portland - Stress-free Syndication @2012
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You are only as visible as your latest blog
post, social shares and comments.
[email protected]/ IFBC Portland - Stress-free Syndication @2012
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“The social signal, the people you ‘hang with’ is actually a ranking signal.”
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Search & social
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How did that happen?
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The Sleeping Lion Woke up
Social Signals
Panda Update
Google Plus
Freshness
Your World
Brand
AudienceMedia
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It starts with distribution
t
t
t
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“Our philosophy is to fish where the fish are.” – Adam Brown, Coca Cola
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Distribution can be time consuming
[email protected]/ IFBC Portland - Stress-free Syndication @2012
Login
CopyPaste Format
Shorten Link
Find Image Send
Audience
Measure Repeat x?
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Copy & paste is not syndication!
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Automation is NOT
a dirty word
[email protected]/ IFBC Portland - Stress-free Syndication @2012
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However, automation without Conversation:
[email protected]/ IFBC Portland - Stress-free Syndication @2012
People are the most powerful distribution channel
Success comes with Audience-to-Audience Syndication
[email protected]/ IFBC Portland - Stress-free Syndication @2012
[email protected]/ IFBC Portland - Stress-free Syndication @2012
We are ALL Kings/Queens of media
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27 Million Pieces of Content Shared Daily
Audience
Audience
[email protected]/ IFBC Portland - Stress-free Syndication @2012
How does your audience feel?
[email protected]/ IFBC Portland - Stress-free Syndication @2012
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Distribution Optimization Pyramid
Just get there
Headlines, images, hashtag, timing
Edgerank, viral, mood, other events
You control
No control
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Quality is in the eye of the Algorithm
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Distribute your content giving every opportunity for your audience to socialize and amplify.
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Build out backlinks naturally. Share blog posts, create an optimized press release.
[email protected]/ IFBC Portland - Stress-free Syndication @2012
[email protected]/Confidential DO NOT DISTRIBUTE
If you only have 1 Min remaining in your day, publish 1 piece of content to G+.
[email protected]/ IFBC Portland - Stress-free Syndication @2012
[email protected]/Confidential DO NOT DISTRIBUTE
Create fresh, relevant and timely content consistently.
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If you have done the previous items consistently, your content will appear in your audience’s search [email protected]/ IFBC Portland - Stress-free Syndication @2012
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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
[email protected]/ IFBC Portland - Stress-free Syndication @2012
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Distribution services
PaidEarnedOwned
Paid Only
Press Distributio
n
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EarnedOnly
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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
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