Stress-free Syndication: Content Marketing and Distribution

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Distribute GrowMeasure Optimize

Syndication Done Simple

[email protected]/ IFBC Portland - Stress-free Syndication @2012

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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


dlvr.itCEO/Founder@[email protected]

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dlvr.it overview

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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


True or False: Content is the fuel of the web?


BloggingSEO

Public Relations

Inbound Marketing Content Marketing

Social Marketing

Publishingebooks


4B

200M

500k

52k

Facebook updates

Tweets sent

WordPress posts

Hrs of video to YouTube

Daily:

How your audience feels



Why are we here?


Free Food?

[email protected]/ IFBC Portland - Stress-free Syndication @2012 11


See: 5,000Engage: 76 Recall: 12 Act on: 5

Yankelovich


See: 5,000 / Act on: 5

= .01%

yankelovich

Fix This


If you love your content, set it free


In the past distribution was one of the most valuable assets


The Internet has radically reduced the cost of distribution


Today, everyone has distribution available to them

Distribution pre-social web


Brands Publisher Audienceads views

Distribution today


Brand

AudiencePublisher


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

google

iPad

iPhone

Kobo

Kindle

Flipboard

Android

Twitter

Facebook

Linkedin

YouTube

Google+

Pinterest

Blogs

TaggedTumblr

Instagram

Outbrain

Zemanta

ShareThrough

Sponsored-Tweets

Sponsored-Stories

nRelate

Taboola

Ooyala

Reddit

Shareaholic


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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.)


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You are only as visible as your latest blog

post, social shares and comments.



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“The social signal, the people you ‘hang with’ is actually a ranking signal.”


Search & social


How did that happen?

[email protected]/Confidential DO NOT DISTRIBUTE

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


“Our philosophy is to fish where the fish are.” – Adam Brown, Coca Cola


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Distribution can be time consuming


Login

CopyPaste Format

Shorten Link

Find Image Send

Audience

Measure Repeat x?


Copy & paste is not syndication!


Automation is NOT

a dirty word



However, automation without Conversation:


People are the most powerful distribution channel

Success comes with Audience-to-Audience Syndication



We are ALL Kings/Queens of media

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27 Million Pieces of Content Shared Daily

Audience

Audience


How does your audience feel?


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Distribution Optimization Pyramid

Just get there

Headlines, images, hashtag, timing

Edgerank, viral, mood, other events

You control

No control



Quality is in the eye of the Algorithm



Distribute your content giving every opportunity for your audience to socialize and amplify.



Build out backlinks naturally. Share blog posts, create an optimized press release.



If you only have 1 Min remaining in your day, publish 1 piece of content to G+.



Create fresh, relevant and timely content consistently.



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



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Distribution services

PaidEarnedOwned

Paid Only

Press Distributio

n


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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thank you!

Bill Flitterdlvr.itCEO/[email protected]

mailto:[email protected]

Education

Stress-free Syndication: Content Marketing and Distribution