Stress-free Syndication: Content Marketing and Distribution
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Stress-free Syndication: Content Marketing and Distribution

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Presented by Bill Flitter, Founder & CEO of dlvr.it. ...

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?

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  • 1. Syndication Done Simple Distribute Measure Optimize Grow bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 1
  • 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 dlvr.it Business Marketing Association, American Press CEO/Founder Institute, American Marketing Association and more @bflitter bill@dlvr.it bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 2
  • 3. dlvr.it overview t t t t t t t t t bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 3
  • 4. bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 4
  • 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 5
  • 6. True or False:Content is the fuel of the web? Inbound Marketing Content Marketing Public Relations Social Marketing SEO Publishing Blogging ebooks bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 6
  • 7. Daily: 4B Facebook updates200M Tweets sent500k WordPress posts 52k Hrs of video to YouTube bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 7
  • 8. How your audience feelsbill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 8
  • 9. Why are we here? bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 9
  • 10. Free Food? bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 10
  • 11. bill@dlvr.it/ IFBC Portland - Stress-free Syndication 11 @2012
  • 12. See: 5,000Engage: 76 Recall: 12 Act on: 5 bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 12 Yankelovich
  • 13. See: 5,000 /Act on: 5= .01% Fix This bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 13 yankelovich
  • 14. If you loveyourcontent, set itfree bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 14
  • 15. In the past distribution was one of the most valuable assetsbill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 15
  • 16. The Internet hasradically reducedthe cost ofdistribution bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 16
  • 17. Today, everyonehas distributionavailable to them bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 17
  • 18. Distribution pre-socialweb Brands Publisher Audience ads views bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 18
  • 19. Distribution today Brand Publisher Audience bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 19
  • 20. Content distribution online is brutally complexbill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 20
  • 21. …and only getting morecomplicated Amount of content created daily Outbrain Zemanta Twitter ShareThrough Facebook Sponsored- Linkedin Tweets YouTube Sponsored- iPad Google+ Stories iPhone Pinterest nRelate Kobo Blogs Taboola Kindle Tagged Ooyala Flipboard Tumblr Reddit google Android Instagram Shareaholic Bulletin Boards Portals Search Mobile/Tablets Social Content Discovery 1990s 2000s 2010s bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 21
  • 22. Time to shift ourthinking 22
  • 23. bill@dlvr.it/ IFBC Portland - Stress-free Syndication 23 @2012
  • 24. How doyou winat bothsearchandsocial?Syndicationis the stone 25
  • 25. “Focus onsyndication forsearch andsocial success.” 26
  • 26. SEO is an outcome of acontent syndication strategy 27
  • 27. Prior to 2010 Today• Meta tags • Author reputation• Relevant backlinks • Commenting• Keywords • Social factors (Likes, tweets, retweets, shares , etc.) bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 28
  • 28. You are only as visible asyour latest blog post, social shares and comments. bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 29
  • 29. bill@dlvr.it/ IFBC Portland - Stress-free Syndication 30 @2012
  • 30. “The social signal, thepeople you „hang with‟ isactually a ranking signal.” 31
  • 31. Search & social bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
  • 32. How did thathappen?
  • 33. The SleepingLion Woke up Google Plus Panda Update Freshness Social Signals Your World 35 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 34. It starts with distribution Brand Media Audience bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 36
  • 35. “Our philosophy is to fish where the fish are.” – Adam Brown, Coca Colabill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
  • 36. Distribution can be timeconsuming Find Send Image ShortenLogin Audience LinkCopy Measure Format Repeat x?Paste bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 38
  • 37. Copy & paste isnot syndication! bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 39
  • 38. Automationis NOTa dirtyword bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 40 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 39. However, automationwithout Conversation: bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 41 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 40. People arethe most powerfuldistribution channel
  • 41. Success comes with Audience-to- Audience Syndicationbill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
  • 42. We are ALLKings/Queensof media bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 44
  • 43. 27 Million Pieces of ContentShared Daily Audience Audience bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 45
  • 44. How does your audience feel? bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
  • 45. Distribution Optimization Pyramid You control Just get there Headlines, images, hashtag, timingNo control Edgerank, viral, mood, other events bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 47
  • 46. Quality isin the eyeof theAlgorithm bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 48 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 47. Distribute your content giving every opportunity for your audience to socialize and amplify.bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 49 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 48. Build out backlinksnaturally. Shareblog posts, createan optimized pressrelease.bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 50 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 49. 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 51 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 50. Create fresh, relevant and timely content consistently.bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 52 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 51. If you have donethe previous itemsconsistently, yourcontent will appearin your audience‟ssearch results.bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 53 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 52. 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. Repeatbill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 54
  • 53. bill@dlvr.it/ IFBC Portland - Stress-free Syndication 55 @2012
  • 54. Distribution services Paid Press EarnedDistribution Owned Paid Only Earned Only 56bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 55. Industry validation “All advertisers need a lot more content so that they can keep the engagement with “Content marketing is everything we do on consumers fresh and relevant, because of the B2B front. On the consumer front, we the 24/7 connectivity. If you’re going to be call it experience marketing. Experience successful around the world, you have to marketing is about putting customers in have fat and fertile ideas at the core.” the center and telling a story to which customers can connect emotionally.” Jonathan Mildenhall, VP Global Advertising Strategy and Creative Pam Didner, Global Integrated Excellence, Coca-Cola Marketing Manager for Intel“People are accustomed to blocking andskipping ads, so organic integrations into “Take the time to come up with avideo content or advertorial propel the promotion and distribution plan for eachbrand message to the forefront of the piece of your content.”consumer psyche.” Alison Bolen, Editor of blogs and Social Aubrey Flynn, brand content director Content for the SAS, 50 BtoB Marketers to for Ciroc Ultra Premium Vodka Watch 57 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 56. thank you! Bill Flitter dlvr.it CEO/Founder bill@dlvr.it 415.286.5606 58