Power of Content Marketing 2016, Google Campus Warsaw, Karsten Krämer presents facts about content distribution.

1. Free your content!
The art of content distribution
Warsaw, 03.06.2016
Der Content Flow

2. So you got a lot of relevant content for your
target group?

3. So you got a lot of relevant content for your
target group?
Well done! Good start!

4. So you got a lot of relevant content for your
target group?
Well done! Good start!
But no more than that.

5. So you got a lot of relevant content for your
target group?
Well done! Good start!
But no more than that.
Cause: Where should I put it?

6. So you got a lot of relevant content for your
target group?
Well done! Good start!
But no more than that.
Cause: Where should I put it?
Well, let‘s just put it on our homepage...

7. But...

8. ...the homepage is losing its importance:
Relevance of entry points.
13 %
33 %
67 %
Homepage Landingpage Article Page

9. Aggregation: Social streams change the
user‘s access behaviour
Homepage

10. Don‘t let your content be locked out!
2. So let your content be relevant – and make it
easy to share.
1. User find your content through their social
streams.

11. Content is like America:
Discovered by chance!

12. One reason:
There‘s no
lack of it.

13. The challenge: How to get into the
user‘s stream?

14. Content Marketing =
Analysis
+ Strategy
+ Production
+ Distribution
+ Promotion
+ Monitoring

15. The theory

16. What is Content Distribution?
Content Distribution means adressing your target group
through intelligent use of owned media channels.
But yet without the use of paid media (which would be Content
Promotion).

17. What does that mean?
Content Distribution means making your content
accessible through all the relevant channels you have
available.

18. And what‘s next? Content Promotion!
Content Promotion means targeting specific target groups
through Paid Media (e.g. Native Advertising) oder Earned
Media (e.g. PR oder Influencer Marketing).
Which means that promotion usually requires a dedicated
paid media budget.

19. 7 Options Across the Paid Content
Promotion Landscape
20
High Relevance
Low Relevance
Low
Reach
High
Reach
7. Content Aggregators
Eg: HuffPo, Flipboard
5. Paid Search
Eg: Google
4. Influencer
Marketing
Eg: Lowe’s Creative
Ideas Influencer
Network
3. Programmatic
Promotion &
Distributions
Eg. AllRecipes
6. Content Discovery
Platforms
Eg. Outbrain
2. Native
Advertising
Eg Direct to Publisher
deal, brand profile
page on AllRecipes,
HuffPo
1. Paid Social
Eg Facebook,
Twitter

20. Guiding Principles of Content Amplification
1. Amplification isn’t an afterthought!
– Think about how the content will be distributed before authoring it. Take a look at your
competitor’s best work and make yours better with more robust content and better design
1. Focus on creating “Big Content”
– Use engagement data to determine the pieces of high-quality content to support with paid
media. This approach is better than supporting a large quantity of mediocre content
1. Align content to where the reader is
– Know what type of content resonates and drives engagement with different channel audiences
(LinkedIn, Facebook, Twitter, Blogs, etc.)
1. Extract sharable pieces from your content
– Use snippets of your content to promote social sharing and drive clicks back to the content
source
21

21. Does it work?
Measure, measure, measure.

22. Content Marketing Metrics – a basic set
Consumption
Metrics
• Page Views
• Visits
• Time-spent
• etc.
1
Sharing Metrics
• Shares, Likes etc.
• Which content is
shared?
• Whow shares it?
• In which channel?
2
Lead Metrics
• How well does my
content support lead
generation?
3
Sales Metrics
• How much sales is
generated through
my content?
4

23. Content Marketing Metrics – a basic set
Retention
Metrics
• How effective is my
content in retaining
clients?
5
Engagement
Metrics
• Does my content
engage my users?
• In which ways and
how often?
6
Efficiency
Metrics
• How effctive and
efficient is my
content production
and smplification?
7

24. So is there one single learning?

25. Yes!

26. Yes!
Think about content distribution as early as
possible – better even before you think about
the content itself.

27. CMF Whitepaper: Content Distribution
Autoren:
Michael Schmitz,
PublicisPixelpark
Olaf Kopmann,
Condé Nast
Jutta Gawenda, wdv
Download:
http://content-
marketing-
forum.com/publikatione
n/