Presented by Ruth Kaufman at the CM Pros Fall 2007 Summit on Web Content Management, November 26, 2007. There’s more to enterprise content syndication than providing RSS feeds on your corporate web site. The traditional content syndication paradigm is now being applied to article marketing, product placement, and customer alerts –- that is, syndication is a means to provide compelling but unintrusive anytime/anyplace communication with customers and partners throughout the relationship lifecycle. Focus on an enterprise syndication strategy today will keep your company afloat in the fluid world of digital experiences and information resources. It will also keep you out of the internal log jam where content publishers cross purposes and mix messages as they extend their content assets beyond the enterprise web site boundaries.

1. How to develop an enterprise content syndication strategy Ruth Kaufman CM Pros Fall Summit November 26, 2007

8. Basic business models for content creators and publishers Pay Media Ad Revenue Awareness, Branding, Drive to Web Customer Task Enablement Partner Enablement Reuters MarketWatch Business Model Publisher Example It's okay to let go of some control! Cognos The American Heritage Dictionary (via Answers.com) Kodak (via WebCollage)

10. More concepts associated with syndication syndication distribution network sharing subscription aggregation normalization feeds XML, RSS, ATOM viral media

12. Roles in the syndication ecosystem Communicator: Crafts message Content creator: Creates (authors, produces) content Aggregator: Gathers content together from different sources and normalizes structure. Syndicator: Delivers content to a network of web channels (one-to-many; contract-based) Publisher: Publishes original and syndicated content for end-user consumption End user: Consumes, subscribes to, shares content } } C: asset S A P open web open web } M: idea Most players wear several hats. U

17. Step 1: Strategy – Identify desired flow of information example Relationship Managers, Marketing Partner Relations, Product Teams Marketing, Sales Owner/ Stakeholder Subscriptions, Views, Sharing Subscriptions, Views Views, Click-throughs, Reach, Sharing Performance Metrics Industry sites/magazines Bitpipe Brightcove Event information Thought leadership articles, White papers Brand videos Prospects RSS feeds on corporate site RSS feeds on extranet Special offers Services and policy updates Expert blogs Loyal customers RSS feeds on corporate site WebCollage Program updates Special offers Product information Partners Destinations / Pipelines Key Messages / Content Audience

19. Step 3a: Outline roadmap example 2008 2009 2010+ Initiative 1 Initiative 2 Initiative 3 Initiative 4 Initiative 5 Future objectives Help partners self-service Syndicate solution descriptions with KnowledgeStorm Syndicate whitepapers with BitPipe Tactics Initiative description Content in proper XML format Solution descriptions that are more relevant for SMBs Make it easier for SMBs to do business with us Rebrand XYZ services Requirements Messaging / content priorities 2008 business objectives

22. Thank you!

23. Backup

24. Examples

25. Paid media: wire news feeds go back Reuters My Yahoo! $

26. In-feed advertising go back Travelers MarketWatch iGoogle $

27. Awareness, Branding, Drive to Web go back Cognos KnowledgeStorm

28. Enabling Users go back The American Heritage Dictionary Answers.com NYTimes.com

29. Enabling distributors go back Kodak WebCollage Staples.com $

30. More about each role in the syndication ecosystem

31. The Content Creator Examples: Brand marketing group, corporate communications group, product owner, relationship manager Communicator: Crafts message Content creator: Creates (authors, produces) content Aggregator: Gathers content together from different sources and normalizes structure. Syndicator: Delivers content to a network of web channels (one-to-many; contract-based) Publisher: Publishes original and syndicated content for end-user consumption End user: Consumes content M C A S P U

32. The Content Creator Examples: web content group, product management group, journalist, columnist, blogger Communicator: Crafts message Content creator: Creates (authors, produces) content Aggregator: Gathers content together from different sources and normalizes structure. Syndicator: Delivers content to a network of web channels (one-to-many; contract-based) Publisher: Publishes original and syndicated content for end-user consumption End user: Consumes content M C A S P U

33. The Aggregator Examples: Brightcove, Mochila, WebCollage, Moreover, YellowBrix, Newsvine, RSS news reader, Yahoo!, Digg, Google Finance Communicator: Crafts message Content creator: Creates (authors, produces) content Aggregator: Gathers content together from different sources and normalizes structure. Syndicator: Delivers content to a network of web channels (one-to-many; contract-based) Publisher: Publishes original and syndicated content for end-user consumption End user: Consumes content M C A S P U

34. The Syndicator Examples: Blogs, Mochila, WebCollage, Moreover, Bloglines Communicator: Crafts message Content creator: Creates (authors, produces) content Aggregator: Gathers content together from different sources and normalizes structure. Syndicator: Delivers content to a network of web channels (one-to-many; contract-based) Publisher: Publishes original and syndicated content for end-user consumption End user: Consumes content M C A S P U

35. The Publisher Examples: Yahoo! Health, iVillage, NY Times, Verizon Wireless, iTunes, Communicator: Crafts message Content creator: Creates (authors, produces) content Aggregator: Gathers content together from different sources and normalizes structure. Syndicator: Delivers content to a network of web channels (one-to-many; contract-based) Publisher: Publishes original and syndicated content for end-user consumption End user: Consumes content M C A S P U

36. The End User Examples: customer, prospect, partner, consumer, advocate, constituent, student, blogger Communicator: Crafts message Content creator: Creates (authors, produces) content Aggregator: Gathers content together from different sources and normalizes structure. Syndicator: Delivers content to a network of web channels (one-to-many; contract-based) Publisher: Publishes original and syndicated content for end-user consumption End user: Consumes content M C A S P U