podcasting_and_podcast_optimization-glenn_gaudet.ppt
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podcasting_and_podcast_optimization-glenn_gaudet.ppt Presentation Transcript

  • 1. Syndicating Your Multimedia Content Presented by: Glenn Gaudet CMO of Treedia Labs Podcaster & Snowboarder
  • 2. Treedia Labs
    • Content aggregator and distributor
    • Provides back end technology that powers:
      • Sites like Podcast.com & Videocast.com
      • Podcast on-deck applications for device manufacturers such as Motorola & Sony
  • 3.
    • Choose your approach:
      • Downloaded vs. Streaming
    • Examples:
      • Download - iTunes, Podcast.com
      • Streaming - YouTube
    Content Distribution Options
  • 4. Focus on Podcast Syndication
    • What is a podcast?
      • Audio
      • Video
      • Downloadable
      • Most sites enable play on site
  • 5. Podcast Consumption (16-54 age demo)
    • Penetration (among Internet users)
      • 21% in 2007
      • 49% in 2008
    • USA Frequency
      • Daily 16%
      • Weekly 37%
      • Monthly 20%
    Worldwide Q1 2008 Consumption Source: Universal McCann - Next Thing Now Report March 2008
  • 6. Syndication of Content
    • RSS (Really Simple Syndication)
      • The defacto standard for any content syndication
      • XML based
      • Very easy to use
      • Not so much a standard as a guideline (which is a problem)
  • 7. Partnering for Syndication
    • Hosting services (libsyn.com)
      • Host file
      • Generate RSS
      • Submit to some aggregation sites
    • Production & Hosting services (blogtalkradio.com)
      • All of the above plus production
      • Usually more prevalent around audio content
    • Or…Do it all yourself
  • 8. What Next?
    • Once you get your RSS feed…
      • “ Submit baby, submit”
        • As many aggregators as you can find… Podcast.com, iTunes etc.
        • It is free and gets you more exposure
      • “ Track baby, track”
        • Get as much data as you can
        • Most RSS publishers only get number of downloads
  • 9. Build an Audience
    • Existing Marketing Materials
    • Widgets
    • Social Media
      • Buddies
      • Ratings
    • Search Engine Rankings
    • Aggregators like Podcast.com & iTunes
  • 10. Analytics
    • Feedburner helps but falls short on the podcast side
    • Look to hosting services and aggregators to get more analytics
    • Not enough to build audience… need to understand your audience
  • 11. Analytics to Track
    • How much audience?
    • Who is the audience?
    • How and where do they consume the content?
    • Demographics!!
  • 12. Monetizing Content
    • Three approaches
      • Embedded sponsorships
      • Ad insertions
      • Lead generation
  • 13. Advertising Approaches
    • Sponsorship mentions or full ads pre-baked into content that is distributed
    • Use of ad insertion technology
      • Warning - This approach works only in closed environments so limits your potential audience
      • Heavily used in premium content sites such as Hulu.com
  • 14. Lead Generation Approach
    • Request contact and demo info as the price for consuming FREE content
    • Sweeten the pot with a strong CTA - white papers, newsletters etc.
    • Be specific about content
    • Create unique content to YOUR market
  • 15. Want to Learn More?
    • Contact me directly:
      • Glenn Gaudet
      • [email_address]
      • 617.401.2417
      • Twitter: glenng
    • Visit our web sites:
      • http://podcast.com - Podcast distribution site
      • http://treedia.com - Corporate site