Stress-free Syndication: Content Marketing and Distribution

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


dlvr.it overview
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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


True or False:
Content is the fuel of the web?

Inbound Marketing Content Marketing
Public Relations Social Marketing
SEO Publishing
Blogging ebooks


Daily:
4B Facebook updates

200M Tweets sent

500k WordPress posts

52k Hrs of video to YouTube

How your
audience
feels


Why are we here?


Free Food?


bill@dlvr.it/ IFBC Portland - Stress-free Syndication
11
@2012

See: 5,000
Engage: 76
Recall: 12
Act on: 5

Yankelovich

See: 5,000 /
Act on: 5

= .01% Fix This

yankelovich

If you love
your
content, set it
free


In the past
distribution
was one of the
most valuable
assets


The Internet has
radically reduced
the cost of
distribution


Today, everyone
has distribution
available to them


Distribution pre-social
web

Brands Publisher Audience
ads views


Distribution today

Brand

Publisher Audience


Content
distribution online
is brutally complex


…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


Time to shift our
thinking
22

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.)


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


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

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


“Our philosophy
is to fish where
the fish are.”
– Adam Brown, Coca Cola


Distribution can be time
consuming
Find
Send
Image

Shorten
Login Audience
Link

Copy Measure
Format Repeat x?
Paste


Copy & paste is
not syndication!

Automation
is NOT
a dirty
word


However, automation
without Conversation:


People are
the most powerful
distribution channel

Success comes
with Audience-to-
Audience
Syndication


We are ALL
Kings/Queens
of media


27 Million Pieces of Content
Shared Daily

Audience Audience


How does your audience feel?


Distribution Optimization Pyramid

You control
Just get there

Headlines, images, hashtag, timing

No control

Edgerank, viral, mood, other events


Quality is
in the eye
of the
Algorithm

Distribute your
content giving
every opportunity
for your audience
to socialize and
amplify.

Build out backlinks
naturally. Share
blog posts, create
an optimized press
release.


If you only have
1 Min remaining
in your
day, publish 1
piece of content
to G+.

Create
fresh, relevant
and timely
content
consistently.


If you have done
the previous items
consistently, your
content will appear
in your audience‟s
search results.

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


55
@2012

Distribution services

Paid
Press Earned
Distribution Owned

Paid Only Earned
Only

56

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

thank you!

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

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