Bill flitter content marketing now conf_2012_distribution_strategy_day1

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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. …

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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Transcript

  • 1. More Leads for Less Money: A Story of Content Distribution presented by: Bill Flitter CEO/Founder bill@dlvr.it 888.495.8384 @bflitter 1
  • 2. Each day, dlvr.it Delivers over 1B storiesfor Marketers, SMBs & Publishers acrossEarned, Owned and Paid Media ChannelsSelf-Service Enterprise Service SAS distributes content to Bing acquires new users with Twitter, Facebook, and LinkedIn curation and distribution Ogilvy manages their customers’ Cisco acquires new followers, fans, flow of content to social subscribers w/Promoted Stories Groupon delivers deals world-wide Custom Distribution in real-time Strategies for Video 2
  • 3. Branded Content is an Effective Tool toConvert Buyers 61% of buyers say branded content helps them make better product decisions Source: Roper Public Affairs 3
  • 4. Twitter & Facebook are the Top ContentDistribution Channels for Marketers Twitter 74% Facebook 71% LinkedIn 70% Source: Content Marketing Institute 4
  • 5. However, only 33% of Consumers’ TimeSpent Online is with Twitter & Facebook 2 hrs on Twitter 6 hrs on Facebook 24 hrs/month spent outside of Twitter/Facebook Source: Comscore 2011 5
  • 6. There are 97 other Domains where yourContent should be Syndicated Internet Users Visit 99 domains per month including Twitter & Facebook Source: Nielsen 2012 6
  • 7. To Date, Brands Create Content for: Site (including email, mobile) Search Social Fragmentation of consumption points Syndication forces brands to syndicate to reach prospects 7
  • 8. Why Should You Syndicate? Improve Cross-Platform Experience Increase Backlinks Gain more Followers, Fans and Friends Grow Reach ? 8
  • 9. Roadblocks 9
  • 10. Creating Promoted StoriesAs Easy as Sending an Email 10
  • 11. “That is Someone Else’s Department” EARNED OWNED PAID •The Social Team •Webmaster •Ad Agency •Public Relations •Tech “guy” •Public Relations •The Intern •Analytics “guy” •Marketing •Social Agency •Copy Writer •Paid Social Team •Search Team •Paid Search 11
  • 12. Break down the Silos to Cut Costs andIncrease Lead Flow Recycle Earned Repackage Retarget Owned Paid 12
  • 13. Questions: What Roadblocks have you encountered? How have you broken down the Silos? 13
  • 14. Syndication Equation + + = Distribute Measure Optimize Grow 14
  • 15. 5 Steps to Syndication Create a content audit Choose a digital center Decide on what success means Choose the right tools Map your content assets to syndication points 15
  • 16. Syndication Criteria Are my customers & prospects there? Can I provide value? Can we create the right kind of content? Do we have the right resources to post & engage? What do I want people to do with the content? 16
  • 17. Reformat, Recycle, Renew 17
  • 18. Is your Content having an Impact?Creating an Engagement Score Backlinks Created & Resulting PageRank Lift in Pageviews Number of meaningful interactions 18
  • 19. Is Your Content Having an Impact?Creating an Engagement Score Backlinks Created & Resulting PageRank • SMBs see 33% of their traffic come from organic search compared to 8% for social. • 93% of buying cycles start with search Lift in Pageviews Number of meaningful interactions 19
  • 20. Is Your Content Having an Impact?Creating an Engagement Score Backlinks Created & Resulting PageRank Lift in Pageviews • 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 Number of meaningful interactions 20
  • 21. Is Your Content Having an Impact?Creating an Engagement Score Backlinks Created & Resulting PageRank Lift in Pageviews Number of meaningful interactions • What’s your goal? Likes? Comments? Shares? Sign-ups? Sales? Subscribers? Retweets? • Tailor the goal to the channel 21
  • 22. Maximizing the Impact of your Content What do you want to optimize toward? • Optimize for the content, channels and buyers that convert Do you know what your prospects want to read? Are you relevant now? Who are your influencers? 22
  • 23. Maximizing the Impact of your Content What do you want optimize for? Do you know what your prospects want to read? • What content is working? Create more • Map conversations Are you relevant now? Who are your influencers? 23
  • 24. Maximizing the Impact of your Content What do you want optimize for? Do you know what your prospects want to read? Are you relevant now? • Deliver the right content, at the right time, to the right audience • Map content to the demographic channel Who are your influencers? 24
  • 25. Maximizing the Impact of your Content What do you want optimize for? Do you know what your prospects want to read? Are you relevant now? Who are your influencers? • Who is helping amplify your content further? • Address their needs 25
  • 26. Tools To Get You Started Site, search, and social syndication Site and search syndication Site and search syndication Site syndication Site syndication 26
  • 27. Syndicated Content is Formatted to Fitthe Delivery Channel IAB Dynamic Ad Units Dynamic RSS Feed Stories 27
  • 28. Syndicated Content is Formatted to Fitthe Delivery Channel Related Content Recommendations Text Links 28
  • 29. Syndicated Content is Formatted to Fitthe Delivery Channel Social Friendly Full-page Advertorials 29
  • 30. Thank You Bill Flitter CEO/Founderbill@dlvr.it 888.495.8384 @bflitter 30