SlideShare une entreprise Scribd logo
1  sur  58
Syndication Done Simple


  Distribute         Measure             Optimize             Grow




       bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   1
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
dlvr.it overview
                                                                    t



                                                 t                          t




                                       t                                            t




                                           t                                    t




                                                          t             t




          bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012                   3
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 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
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
Daily:
    4B    Facebook updates


200M      Tweets sent


500k      WordPress posts


   52k Hrs of video to YouTube
         bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   7
How your
                                        audience
                                        feels




bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   8
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
                        @2012
See: 5,000
Engage: 76
 Recall: 12
 Act on: 5



      bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012                 12
                                                                    Yankelovich
See: 5,000 /
Act on: 5

= .01%                                                     Fix This




       bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012                 13
                                                                     yankelovich
If you love
your
content, set it
free



        bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   14
In the past
                  distribution
                  was one of the
                  most valuable
                  assets


bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   15
The Internet has
radically reduced
the cost of
distribution


    bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   16
Today, everyone
has distribution
available to them



    bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   17
Distribution pre-social
web

  Brands                  Publisher                                      Audience
           ads                                                views




           bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012              18
Distribution today


                               Brand



       Publisher                                 Audience


          bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   19
Content
 distribution online
 is brutally complex




bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   20
…and only getting more
complicated
 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
Time to shift our
thinking
                22
bill@dlvr.it/ IFBC Portland - Stress-free Syndication
                                                        23
                        @2012
How do
you win
at both
search
and
social?

Syndication
is the stone
               25
“Focus on
syndication for
search and
social success.”


                   26
SEO is an outcome of a
content syndication strategy




                          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
You are only as visible as
your latest blog post, social
    shares and comments.




      bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   29
bill@dlvr.it/ IFBC Portland - Stress-free Syndication
                                                        30
                        @2012
“The social signal, the
people you „hang with‟ is
actually a ranking signal.”




                              31
Search & social
       bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
How did that
happen?
The Sleeping
Lion Woke up

                       Google Plus

        Panda Update                         Freshness



   Social Signals                                            Your World
                                                                          35
               bill@dlvr.it/Confidential DO NOT DISTRIBUTE
It starts with distribution
                                                                              Brand



                                                                      Media       Audience




        bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012                          36
“Our philosophy
            is to fish where
            the fish are.”
            – Adam Brown, Coca Cola




bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
Distribution can be time
consuming
         Find
                                         Send
        Image



        Shorten
Login                                Audience
         Link



Copy                                  Measure
        Format                                                          Repeat x?
Paste

          bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012               38
Copy & paste is
not syndication!
       bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   39
Automation
is NOT
a dirty
word



      bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   40
               bill@dlvr.it/Confidential DO NOT DISTRIBUTE
However, automation
without Conversation:




       bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   41
                bill@dlvr.it/Confidential DO NOT DISTRIBUTE
People are
the most powerful
distribution channel
Success comes
       with Audience-to-
       Audience
       Syndication



bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
We are ALL
Kings/Queens
of media




      bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   44
27 Million Pieces of Content
Shared Daily



      Audience                                Audience




        bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   45
How does your audience feel?




         bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
Distribution Optimization Pyramid


 You control
                                                        Just get there




                                           Headlines, images, hashtag, timing

No control

                                           Edgerank, viral, mood, other events




               bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012       47
Quality is
in the eye
of the
Algorithm
       bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   48
                bill@dlvr.it/Confidential DO NOT DISTRIBUTE
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
Build out backlinks
naturally. Share
blog posts, create
an optimized press
release.

bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   50
         bill@dlvr.it/Confidential DO NOT DISTRIBUTE
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
Create
   fresh, relevant
   and timely
   content
   consistently.

bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   52
         bill@dlvr.it/Confidential DO NOT DISTRIBUTE
If you have done
the previous items
consistently, your
content will appear
in your audience‟s
search results.
bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   53
         bill@dlvr.it/Confidential DO NOT DISTRIBUTE
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. Repeat


bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012   54
bill@dlvr.it/ IFBC Portland - Stress-free Syndication
                                                        55
                        @2012
Distribution services

                                              Paid
      Press                                   Earned
Distribution                                  Owned




    Paid Only                                 Earned
                                              Only


                                                       56
bill@dlvr.it/Confidential DO NOT DISTRIBUTE
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 and
skipping ads, so organic integrations into                 “Take the time to come up with a
video content or advertorial propel the                    promotion and distribution plan for each
brand 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
thank you!


  Bill Flitter
  dlvr.it
  CEO/Founder
  bill@dlvr.it
  415.286.5606




                 58

Contenu connexe

Dernier

Student Profile Sample - We help schools to connect the data they have, with ...
Student Profile Sample - We help schools to connect the data they have, with ...Student Profile Sample - We help schools to connect the data they have, with ...
Student Profile Sample - We help schools to connect the data they have, with ...Seán Kennedy
 
Inclusivity Essentials_ Creating Accessible Websites for Nonprofits .pdf
Inclusivity Essentials_ Creating Accessible Websites for Nonprofits .pdfInclusivity Essentials_ Creating Accessible Websites for Nonprofits .pdf
Inclusivity Essentials_ Creating Accessible Websites for Nonprofits .pdfTechSoup
 
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTS
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTSGRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTS
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTSJoshuaGantuangco2
 
Food processing presentation for bsc agriculture hons
Food processing presentation for bsc agriculture honsFood processing presentation for bsc agriculture hons
Food processing presentation for bsc agriculture honsManeerUddin
 
USPS® Forced Meter Migration - How to Know if Your Postage Meter Will Soon be...
USPS® Forced Meter Migration - How to Know if Your Postage Meter Will Soon be...USPS® Forced Meter Migration - How to Know if Your Postage Meter Will Soon be...
USPS® Forced Meter Migration - How to Know if Your Postage Meter Will Soon be...Postal Advocate Inc.
 
Activity 2-unit 2-update 2024. English translation
Activity 2-unit 2-update 2024. English translationActivity 2-unit 2-update 2024. English translation
Activity 2-unit 2-update 2024. English translationRosabel UA
 
Karra SKD Conference Presentation Revised.pptx
Karra SKD Conference Presentation Revised.pptxKarra SKD Conference Presentation Revised.pptx
Karra SKD Conference Presentation Revised.pptxAshokKarra1
 
How to do quick user assign in kanban in Odoo 17 ERP
How to do quick user assign in kanban in Odoo 17 ERPHow to do quick user assign in kanban in Odoo 17 ERP
How to do quick user assign in kanban in Odoo 17 ERPCeline George
 
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptxINTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptxHumphrey A Beña
 
MULTIDISCIPLINRY NATURE OF THE ENVIRONMENTAL STUDIES.pptx
MULTIDISCIPLINRY NATURE OF THE ENVIRONMENTAL STUDIES.pptxMULTIDISCIPLINRY NATURE OF THE ENVIRONMENTAL STUDIES.pptx
MULTIDISCIPLINRY NATURE OF THE ENVIRONMENTAL STUDIES.pptxAnupkumar Sharma
 
Virtual-Orientation-on-the-Administration-of-NATG12-NATG6-and-ELLNA.pdf
Virtual-Orientation-on-the-Administration-of-NATG12-NATG6-and-ELLNA.pdfVirtual-Orientation-on-the-Administration-of-NATG12-NATG6-and-ELLNA.pdf
Virtual-Orientation-on-the-Administration-of-NATG12-NATG6-and-ELLNA.pdfErwinPantujan2
 
THEORIES OF ORGANIZATION-PUBLIC ADMINISTRATION
THEORIES OF ORGANIZATION-PUBLIC ADMINISTRATIONTHEORIES OF ORGANIZATION-PUBLIC ADMINISTRATION
THEORIES OF ORGANIZATION-PUBLIC ADMINISTRATIONHumphrey A Beña
 
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...Nguyen Thanh Tu Collection
 
Concurrency Control in Database Management system
Concurrency Control in Database Management systemConcurrency Control in Database Management system
Concurrency Control in Database Management systemChristalin Nelson
 
4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptx4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptxmary850239
 
What is Model Inheritance in Odoo 17 ERP
What is Model Inheritance in Odoo 17 ERPWhat is Model Inheritance in Odoo 17 ERP
What is Model Inheritance in Odoo 17 ERPCeline George
 
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17Celine George
 
How to Add Barcode on PDF Report in Odoo 17
How to Add Barcode on PDF Report in Odoo 17How to Add Barcode on PDF Report in Odoo 17
How to Add Barcode on PDF Report in Odoo 17Celine George
 

Dernier (20)

Student Profile Sample - We help schools to connect the data they have, with ...
Student Profile Sample - We help schools to connect the data they have, with ...Student Profile Sample - We help schools to connect the data they have, with ...
Student Profile Sample - We help schools to connect the data they have, with ...
 
Inclusivity Essentials_ Creating Accessible Websites for Nonprofits .pdf
Inclusivity Essentials_ Creating Accessible Websites for Nonprofits .pdfInclusivity Essentials_ Creating Accessible Websites for Nonprofits .pdf
Inclusivity Essentials_ Creating Accessible Websites for Nonprofits .pdf
 
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTS
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTSGRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTS
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTS
 
Food processing presentation for bsc agriculture hons
Food processing presentation for bsc agriculture honsFood processing presentation for bsc agriculture hons
Food processing presentation for bsc agriculture hons
 
LEFT_ON_C'N_ PRELIMS_EL_DORADO_2024.pptx
LEFT_ON_C'N_ PRELIMS_EL_DORADO_2024.pptxLEFT_ON_C'N_ PRELIMS_EL_DORADO_2024.pptx
LEFT_ON_C'N_ PRELIMS_EL_DORADO_2024.pptx
 
Raw materials used in Herbal Cosmetics.pptx
Raw materials used in Herbal Cosmetics.pptxRaw materials used in Herbal Cosmetics.pptx
Raw materials used in Herbal Cosmetics.pptx
 
USPS® Forced Meter Migration - How to Know if Your Postage Meter Will Soon be...
USPS® Forced Meter Migration - How to Know if Your Postage Meter Will Soon be...USPS® Forced Meter Migration - How to Know if Your Postage Meter Will Soon be...
USPS® Forced Meter Migration - How to Know if Your Postage Meter Will Soon be...
 
Activity 2-unit 2-update 2024. English translation
Activity 2-unit 2-update 2024. English translationActivity 2-unit 2-update 2024. English translation
Activity 2-unit 2-update 2024. English translation
 
Karra SKD Conference Presentation Revised.pptx
Karra SKD Conference Presentation Revised.pptxKarra SKD Conference Presentation Revised.pptx
Karra SKD Conference Presentation Revised.pptx
 
How to do quick user assign in kanban in Odoo 17 ERP
How to do quick user assign in kanban in Odoo 17 ERPHow to do quick user assign in kanban in Odoo 17 ERP
How to do quick user assign in kanban in Odoo 17 ERP
 
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptxINTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
 
MULTIDISCIPLINRY NATURE OF THE ENVIRONMENTAL STUDIES.pptx
MULTIDISCIPLINRY NATURE OF THE ENVIRONMENTAL STUDIES.pptxMULTIDISCIPLINRY NATURE OF THE ENVIRONMENTAL STUDIES.pptx
MULTIDISCIPLINRY NATURE OF THE ENVIRONMENTAL STUDIES.pptx
 
Virtual-Orientation-on-the-Administration-of-NATG12-NATG6-and-ELLNA.pdf
Virtual-Orientation-on-the-Administration-of-NATG12-NATG6-and-ELLNA.pdfVirtual-Orientation-on-the-Administration-of-NATG12-NATG6-and-ELLNA.pdf
Virtual-Orientation-on-the-Administration-of-NATG12-NATG6-and-ELLNA.pdf
 
THEORIES OF ORGANIZATION-PUBLIC ADMINISTRATION
THEORIES OF ORGANIZATION-PUBLIC ADMINISTRATIONTHEORIES OF ORGANIZATION-PUBLIC ADMINISTRATION
THEORIES OF ORGANIZATION-PUBLIC ADMINISTRATION
 
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...
 
Concurrency Control in Database Management system
Concurrency Control in Database Management systemConcurrency Control in Database Management system
Concurrency Control in Database Management system
 
4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptx4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptx
 
What is Model Inheritance in Odoo 17 ERP
What is Model Inheritance in Odoo 17 ERPWhat is Model Inheritance in Odoo 17 ERP
What is Model Inheritance in Odoo 17 ERP
 
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17
 
How to Add Barcode on PDF Report in Odoo 17
How to Add Barcode on PDF Report in Odoo 17How to Add Barcode on PDF Report in Odoo 17
How to Add Barcode on PDF Report in Odoo 17
 

En vedette

2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by HubspotMarius Sescu
 
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTExpeed Software
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsKurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summarySpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best PracticesVit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project managementMindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...RachelPearson36
 

En vedette (20)

2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
 
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 

Stress-free Syndication: Content Marketing and Distribution

  • 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 updates 200M Tweets sent 500k WordPress posts 52k Hrs of video to YouTube bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 7
  • 8. How your audience feels bill@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: 5,000 Engage: 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 love your content, set it free bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 14
  • 15. In the past distribution was one of the most valuable assets bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 15
  • 16. The Internet has radically reduced the cost of distribution bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 16
  • 17. Today, everyone has distribution available to them bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 17
  • 18. Distribution pre-social web 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 complex bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 20
  • 21. …and only getting more complicated 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 our thinking 22
  • 23. bill@dlvr.it/ IFBC Portland - Stress-free Syndication 23 @2012
  • 24.
  • 25. How do you win at both search and social? Syndication is the stone 25
  • 26. “Focus on syndication for search and social success.” 26
  • 27. SEO is an outcome of a content syndication strategy 27
  • 28. 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
  • 29. You are only as visible as your latest blog post, social shares and comments. bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 29
  • 30. bill@dlvr.it/ IFBC Portland - Stress-free Syndication 30 @2012
  • 31. “The social signal, the people you „hang with‟ is actually a ranking signal.” 31
  • 32. Search & social bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
  • 34.
  • 35. The Sleeping Lion Woke up Google Plus Panda Update Freshness Social Signals Your World 35 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 36. It starts with distribution Brand Media Audience bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 36
  • 37. “Our philosophy is to fish where the fish are.” – Adam Brown, Coca Cola bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
  • 38. Distribution can be time consuming Find Send Image Shorten Login Audience Link Copy Measure Format Repeat x? Paste bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 38
  • 39. Copy & paste is not syndication! bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 39
  • 40. Automation is NOT a dirty word bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 40 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 41. However, automation without Conversation: bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 41 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 42. People are the most powerful distribution channel
  • 43. Success comes with Audience-to- Audience Syndication bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
  • 44. We are ALL Kings/Queens of media bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 44
  • 45. 27 Million Pieces of Content Shared Daily Audience Audience bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 45
  • 46. How does your audience feel? bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012
  • 47. Distribution Optimization Pyramid You control Just get there Headlines, images, hashtag, timing No control Edgerank, viral, mood, other events bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 47
  • 48. Quality is in the eye of the Algorithm bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 48 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 49. 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
  • 50. Build out backlinks naturally. Share blog posts, create an optimized press release. bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 50 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 51. 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
  • 52. Create fresh, relevant and timely content consistently. bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 52 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 53. If you have done the previous items consistently, your content will appear in your audience‟s search results. bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 53 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 54. 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. Repeat bill@dlvr.it/ IFBC Portland - Stress-free Syndication @2012 54
  • 55. bill@dlvr.it/ IFBC Portland - Stress-free Syndication 55 @2012
  • 56. Distribution services Paid Press Earned Distribution Owned Paid Only Earned Only 56 bill@dlvr.it/Confidential DO NOT DISTRIBUTE
  • 57. 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 and skipping ads, so organic integrations into “Take the time to come up with a video content or advertorial propel the promotion and distribution plan for each brand 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
  • 58. thank you! Bill Flitter dlvr.it CEO/Founder bill@dlvr.it 415.286.5606 58