Syndication Done Simple  Distribute         Measure             Optimize             Grow       bill@dlvr.it/ IFBC Portlan...
About Bill Flitter                      • Grew up on a farm in WI                      • 15 years experience in media star...
dlvr.it overview                                                                    t                                     ...
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   4
Terminology 1. Publishers – anyone who is creating content for    the purpose of engaging an audience 2. Content – blog po...
True or False:Content is the fuel of the web?     Inbound Marketing                            Content Marketing Public Re...
Daily:    4B    Facebook updates200M      Tweets sent500k      WordPress posts   52k Hrs of video to YouTube         bill@...
How your                                        audience                                        feelsbill@dlvr.it/ IFBC Po...
Why are we here?       bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   9
Free Food?       bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   10
bill@dlvr.it/ IFBC Portland - Stress-free Syndication                                                        11           ...
See: 5,000Engage: 76 Recall: 12 Act on: 5      bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012                ...
See: 5,000 /Act on: 5= .01%                                                     Fix This       bill@dlvr.it/ IFBC Portland...
If you loveyourcontent, set itfree        bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   14
In the past                  distribution                  was one of the                  most valuable                  ...
The Internet hasradically reducedthe cost ofdistribution    bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   16
Today, everyonehas distributionavailable to them    bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   17
Distribution pre-socialweb  Brands                  Publisher                                      Audience           ads ...
Distribution today                               Brand       Publisher                                 Audience          b...
Content distribution online is brutally complexbill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   20
…and only getting morecomplicated Amount of content created daily                                                         ...
Time to shift ourthinking                22
bill@dlvr.it/ IFBC Portland - Stress-free Syndication                                                        23           ...
How doyou winat bothsearchandsocial?Syndicationis the stone               25
“Focus onsyndication forsearch andsocial success.”                   26
SEO is an outcome of acontent syndication strategy                          27
Prior to 2010                                  Today• Meta tags                                       • Author reputation•...
You are only as visible asyour latest blog post, social    shares and comments.      bill@dlvr.it/ IFBC Portland - Stress-...
bill@dlvr.it/ IFBC Portland - Stress-free Syndication                                                        30           ...
“The social signal, thepeople you „hang with‟ isactually a ranking signal.”                              31
Search & social       bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
How did thathappen?
The SleepingLion Woke up                       Google Plus        Panda Update                         Freshness   Social ...
It starts with distribution                                                                              Brand            ...
“Our philosophy            is to fish where            the fish are.”            – Adam Brown, Coca Colabill@dlvr.it/ IFBC...
Distribution can be timeconsuming         Find                                         Send        Image        ShortenLog...
Copy & paste isnot syndication!       bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   39
Automationis NOTa dirtyword      bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   40               bill@dlvr....
However, automationwithout Conversation:       bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   41           ...
People arethe most powerfuldistribution channel
Success comes       with Audience-to-       Audience       Syndicationbill@dlvr.it/ IFBC Portland - Stress-free Syndicatio...
We are ALLKings/Queensof media      bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   44
27 Million Pieces of ContentShared Daily      Audience                                Audience        bill@dlvr.it/ IFBC P...
How does your audience feel?         bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
Distribution Optimization Pyramid You control                                                        Just get there       ...
Quality isin the eyeof theAlgorithm       bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   48                ...
Distribute your   content giving   every opportunity   for your audience   to socialize and   amplify.bill@dlvr.it/ IFBC P...
Build out backlinksnaturally. Shareblog posts, createan optimized pressrelease.bill@dlvr.it/ IFBC Portland - Stress-free S...
If you only have  1 Min remaining  in your  day, publish 1  piece of content  to G+.bill@dlvr.it/ IFBC Portland - Stress-f...
Create   fresh, relevant   and timely   content   consistently.bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012...
If you have donethe previous itemsconsistently, yourcontent will appearin your audience‟ssearch results.bill@dlvr.it/ IFBC...
1. Content Distribution           Optimization (CDO) is the           new SEO        2. Social signals are the new        ...
bill@dlvr.it/ IFBC Portland - Stress-free Syndication                                                        55           ...
Distribution services                                              Paid      Press                                   Earne...
Industry validation “All advertisers need a lot more content so that they can keep the engagement with                   “...
thank you!  Bill Flitter  dlvr.it  CEO/Founder  bill@dlvr.it  415.286.5606                 58
Stress-free Syndication: Content Marketing and Distribution
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.
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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Stress-free Syndication: Content Marketing and Distribution

  1. 1. Syndication Done Simple Distribute Measure Optimize Grow bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 1
  2. 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. 3. dlvr.it overview t t t t t t t t t bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 3
  4. 4. bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 4
  5. 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. 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. 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. 8. How your audience feelsbill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 8
  9. 9. Why are we here? bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 9
  10. 10. Free Food? bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 10
  11. 11. bill@dlvr.it/ IFBC Portland - Stress-free Syndication 11 @2012
  12. 12. See: 5,000Engage: 76 Recall: 12 Act on: 5 bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 12 Yankelovich
  13. 13. See: 5,000 /Act on: 5= .01% Fix This bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 13 yankelovich
  14. 14. If you loveyourcontent, set itfree bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 14
  15. 15. In the past distribution was one of the most valuable assetsbill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 15
  16. 16. The Internet hasradically reducedthe cost ofdistribution bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 16
  17. 17. Today, everyonehas distributionavailable to them bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 17
  18. 18. Distribution pre-socialweb Brands Publisher Audience ads views bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 18
  19. 19. Distribution today Brand Publisher Audience bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 19
  20. 20. Content distribution online is brutally complexbill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 20
  21. 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. 22. Time to shift ourthinking 22
  23. 23. bill@dlvr.it/ IFBC Portland - Stress-free Syndication 23 @2012
  24. 24. How doyou winat bothsearchandsocial?Syndicationis the stone 25
  25. 25. “Focus onsyndication forsearch andsocial success.” 26
  26. 26. SEO is an outcome of acontent syndication strategy 27
  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. 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. 29. bill@dlvr.it/ IFBC Portland - Stress-free Syndication 30 @2012
  30. 30. “The social signal, thepeople you „hang with‟ isactually a ranking signal.” 31
  31. 31. Search & social bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
  32. 32. How did thathappen?
  33. 33. The SleepingLion Woke up Google Plus Panda Update Freshness Social Signals Your World 35 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  34. 34. It starts with distribution Brand Media Audience bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 36
  35. 35. “Our philosophy is to fish where the fish are.” – Adam Brown, Coca Colabill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
  36. 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. 37. Copy & paste isnot syndication! bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 39
  38. 38. Automationis NOTa dirtyword bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 40 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  39. 39. However, automationwithout Conversation: bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 41 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  40. 40. People arethe most powerfuldistribution channel
  41. 41. Success comes with Audience-to- Audience Syndicationbill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
  42. 42. We are ALLKings/Queensof media bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 44
  43. 43. 27 Million Pieces of ContentShared Daily Audience Audience bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 45
  44. 44. How does your audience feel? bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
  45. 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. 46. Quality isin the eyeof theAlgorithm bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 48 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  47. 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. 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. 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. 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. 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. 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. 53. bill@dlvr.it/ IFBC Portland - Stress-free Syndication 55 @2012
  54. 54. Distribution services Paid Press EarnedDistribution Owned Paid Only Earned Only 56bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  55. 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. 56. thank you! Bill Flitter dlvr.it CEO/Founder bill@dlvr.it 415.286.5606 58
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