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Bill Flitter, CEO & Co-founder of dlvr.it, explains how to create a successful content distribution program. #contentnow Content Marketing Strategies Conference - May 2012. http://ContentMarketingNow.com
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More Leads for Less Money:
A Story of Content Distributionpresented by:Bill Flitter
CEO/Founder
[email protected] 888.495.8384 @bflitter
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SAS distributes content to Twitter, Facebook, and LinkedIn
Bing acquires new users with curation and distribution
Groupon delivers deals world-wide in real-time
Ogilvy manages their customers’ flow of content to social
Each day, dlvr.it Delivers over 1B stories for Marketers, SMBs & Publishers across Earned, Owned and Paid Media Channels
Cisco acquires new followers, fans, subscribers w/Promoted Stories
Custom Distribution Strategies for Video
Self-Service Enterprise Service
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Branded Content is an Effective Tool to Convert Buyers
Source: Roper Public Affairs
61% of
buyers say branded content helps them make
better product decisions
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Twitter & Facebook are the Top Content Distribution Channels for Marketers
Source: Content Marketing Institute
TwitterFacebook
74%
71%
70%
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However, only 33% of Consumers’ Time Spent Online is with Twitter & Facebook
Source: Comscore 2011
24 hrs/month spent outside of Twitter/Facebook
6 hrs on Facebook
2 hrs on Twitter
Source: Nielsen 2012
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There are 97 other Domains where your Content should be Syndicated
Internet Users Visit 99 domains per month including Twitter &
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Site (including email, mobile)
Syndication
Search
To Date, Brands Create Content for:
Social
Fragmentation of consumption points forces brands to syndicate to reach prospects
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Gain more Followers, Fans and Friends
Increase Backlinks
Grow Reach
Improve Cross-Platform Experience
?
Why Should You Syndicate?
Roadblocks
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Creating Promoted Stories As Easy as Sending an Email
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“That is Someone Else’s Department”
EARNED
•The Social Team•Public Relations•The Intern •Social Agency
OWNED
•Webmaster•Tech “guy”•Analytics “guy”•Copy Writer•Search Team
PAID
•Ad Agency•Public Relations•Marketing•Paid Social Team
•Paid Search
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Break down the Silos to Cut Costs and Increase Lead Flow
Paid
Owned
EarnedRecycleRepackageRetarget
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What Roadblocks have you encountered?
How have you broken down the Silos?
Questions:
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Distribute GrowMeasure Optimize
Syndication Equation
+ + =
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Create a content audit
Choose a digital center
Choose the right tools
Decide on what success means
5 Steps to Syndication
Map your content assets to syndication points
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Are my customers & prospects there?
Can I provide value?
Do we have the right resources to post & engage?
Can we create the right kind of content?
Syndication Criteria
What do I want people to do with the content?
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Reformat, Recycle, Renew
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Backlinks Created & Resulting PageRank
Lift in Pageviews
Number of meaningful interactions
Is your Content having an Impact?Creating an Engagement Score
• SMBs see 33% of their traffic come from organic search compared to 8% for social.
• 93% of buying cycles start with search
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Number of meaningful interactions
Backlinks Created & Resulting PageRank
Lift in Pageviews
Is Your Content Having an Impact?Creating an Engagement Score
• Is your content interesting enough for a prospect to explore a second page?
• A lack of quality will show up when fewer readers go beyond the first or second page
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Number of meaningful interactions
Backlinks Created & Resulting PageRank
Lift in Pageviews
Is Your Content Having an Impact?Creating an Engagement Score
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Number of meaningful interactions
• What’s your goal? Likes? Comments? Shares? Sign-ups? Sales? Subscribers? Retweets?
• Tailor the goal to the channel
Backlinks Created & Resulting PageRank
Lift in Pageviews
Is Your Content Having an Impact?Creating an Engagement Score
• Optimize for the content, channels and buyers that convert
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What do you want to optimize toward?
Do you know what your prospects want to read?
Are you relevant now?
Maximizing the Impact of your Content
Who are your influencers?
• What content is working? Create more• Map conversations
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What do you want optimize for?
Do you know what your prospects want to read?
Are you relevant now?
Maximizing the Impact of your Content
Who are your influencers?
• Deliver the right content, at the right time, to the right audience
• Map content to the demographic channel
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What do you want optimize for?
Do you know what your prospects want to read?
Are you relevant now?
Maximizing the Impact of your Content
Who are your influencers?
• Who is helping amplify your content further? • Address their needs
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What do you want optimize for?
Do you know what your prospects want to read?
Are you relevant now?
Maximizing the Impact of your Content
Who are your influencers?
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Site syndication
Site and search syndication
Site syndication
Site, search, and social syndication
Tools To Get You Started
Site and search syndication
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Syndicated Content is Formatted to Fit the Delivery Channel
IAB Dynamic Ad Units Dynamic RSS Feed Stories
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Related Content Recommendations Text Links
Syndicated Content is Formatted to Fit the Delivery Channel
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Social Friendly Full-page Advertorials
Syndicated Content is Formatted to Fit the Delivery Channel
