Bill Flitter, CEO & Co-founder of dlvr.it, explains how to create a successful content distribution program. #contentnow Content Marketing Strategies Conference - May 2012. http://ContentMarketingNow.com

1. More Leads for Less Money:
A Story of Content Distribution
presented by:
Bill Flitter
CEO/Founder
bill@dlvr.it 888.495.8384 @bflitter
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2. Each day, dlvr.it Delivers over 1B stories
for Marketers, SMBs & Publishers across
Earned, Owned and Paid Media Channels
Self-Service Enterprise Service
SAS distributes content to Bing acquires new users with
Twitter, Facebook, and LinkedIn curation and distribution
Ogilvy manages their customers’ Cisco acquires new followers, fans,
flow of content to social subscribers w/Promoted Stories
Groupon delivers deals world-wide Custom Distribution
in real-time Strategies for Video
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3. Branded Content is an Effective Tool to
Convert Buyers
61% of
buyers say branded
content helps them
make better product
decisions
Source: Roper Public Affairs
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4. Twitter & Facebook are the Top Content
Distribution Channels for Marketers
Twitter 74%
Facebook 71%
LinkedIn 70%
Source: Content Marketing Institute
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5. However, only 33% of Consumers’ Time
Spent Online is with Twitter & Facebook
2 hrs on
Twitter 6 hrs on
Facebook
24 hrs/month spent
outside of Twitter/Facebook
Source: Comscore 2011
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6. There are 97 other Domains where your
Content should be Syndicated
Internet Users Visit 99 domains per
month including Twitter & Facebook
Source: Nielsen 2012
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7. To Date, Brands Create Content for:
Site (including email, mobile)
Search
Social
Fragmentation of consumption points
Syndication forces brands to syndicate to reach prospects
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8. Why Should You Syndicate?
Improve Cross-Platform Experience
Increase Backlinks
Gain more Followers, Fans and Friends
Grow Reach
?
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9. Roadblocks
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10. Creating Promoted Stories
As Easy as Sending an Email
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11. “That is Someone Else’s Department”
EARNED OWNED PAID
•The Social Team •Webmaster •Ad Agency
•Public Relations •Tech “guy” •Public Relations
•The Intern •Analytics “guy” •Marketing
•Social Agency •Copy Writer •Paid Social Team
•Search Team •Paid Search
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12. Break down the Silos to Cut Costs and
Increase Lead Flow
Recycle
Earned
Repackage
Retarget
Owned
Paid
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13. Questions:
What Roadblocks have you encountered?
How have you broken down the Silos?
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14. Syndication Equation
+ + =
Distribute Measure Optimize Grow
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15. 5 Steps to Syndication
Create a content audit
Choose a digital center
Decide on what success means
Choose the right tools
Map your content assets to syndication points
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16. Syndication Criteria
Are my customers & prospects there?
Can I provide value?
Can we create the right kind of content?
Do we have the right resources to post & engage?
What do I want people to do with the content?
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17. Reformat, Recycle, Renew
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18. Is your Content having an Impact?
Creating an Engagement Score
Backlinks Created & Resulting PageRank
Lift in Pageviews
Number of meaningful interactions
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19. Is Your Content Having an Impact?
Creating an Engagement Score
Backlinks Created & Resulting PageRank
• SMBs see 33% of their traffic come from organic search compared
to 8% for social.
• 93% of buying cycles start with search
Lift in Pageviews
Number of meaningful interactions
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20. Is Your Content Having an Impact?
Creating an Engagement Score
Backlinks Created & Resulting PageRank
Lift in Pageviews
• Is your content interesting enough for a prospect to explore a
second page?
• A lack of quality will show up when fewer readers go beyond the
first or second page
Number of meaningful interactions
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21. Is Your Content Having an Impact?
Creating an Engagement Score
Backlinks Created & Resulting PageRank
Lift in Pageviews
Number of meaningful interactions
• What’s your goal? Likes? Comments? Shares? Sign-ups? Sales?
Subscribers? Retweets?
• Tailor the goal to the channel
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22. Maximizing the Impact of your Content
What do you want to optimize toward?
• Optimize for the content, channels and buyers that convert
Do you know what your prospects want to read?
Are you relevant now?
Who are your influencers?
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23. Maximizing the Impact of your Content
What do you want optimize for?
Do you know what your prospects want to read?
• What content is working? Create more
• Map conversations
Are you relevant now?
Who are your influencers?
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24. Maximizing the Impact of your Content
What do you want optimize for?
Do you know what your prospects want to read?
Are you relevant now?
• Deliver the right content, at the right time, to the right audience
• Map content to the demographic channel
Who are your influencers?
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25. Maximizing the Impact of your Content
What do you want optimize for?
Do you know what your prospects want to read?
Are you relevant now?
Who are your influencers?
• Who is helping amplify your content further?
• Address their needs
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26. Tools To Get You Started
Site, search, and social syndication
Site and search syndication
Site and search syndication
Site syndication
Site syndication
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27. Syndicated Content is Formatted to Fit
the Delivery Channel
IAB Dynamic Ad Units Dynamic RSS Feed Stories
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28. Syndicated Content is Formatted to Fit
the Delivery Channel
Related Content
Recommendations Text Links
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29. Syndicated Content is Formatted to Fit
the Delivery Channel
Social Friendly Full-page Advertorials
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30. Thank You
Bill Flitter
CEO/Founder
bill@dlvr.it 888.495.8384 @bflitter
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