Bio:- Please see www.RobToth.com

Digital Media… Meet Marketing

The "Flood the Internet" Strategy for Content

Producers, Digital Media Companies, Talent and

Experts

Are You Visible On…

… More on this in a minute

Types of Content Producers

Which area of traditional media or digital media are YOU involved in?

Film makers, musical artists, acting, entertainment, animators, web tv series, documentaries…

Magazine, radio, television, news, journalism, podcasters, bloggers…

Or content production as an expert (authors, speakers) …

Content Formats

What Is Your Content Format??

Video, audio, articles… ??

The BUSINESS Of Content

Regardless what type of content you create… having a focus of content creation alone is not enough.

Content is not the end goal. If you want the world to see it, even if it’s just for artistic reasons let alone profit reasons… getting great at content alone is rarely enough.

You have to put focus into the BUSINESS of that content.

The Business Of Content – High Level View• Monetization Strategy (The Business Plan For Your Creative

and Content)

• Marketing Strategy (Channels for Promotion and Content Distribution)

• Target Audience (Identify the "Voice" and Personna)

• Storyboarding the Asset/Content

• Content Creation (Production)

• BONUS: Content Curation

The Business Of Content – High Level View• Content Conversion (aka. Asset Repurposing)

• Content Syndication

• Re-targetting

• Audience and Community Development

• Audience Cross-Pollination, Retention and Engagement

• Metrics and Analytics

• BONUS: Developing and Managing International Content Teams / Long Distance Staff

Asset Repurposing (Content Conversion)

Taking your original source file, editing or “converting” it into other media to turn 1 “asset” into dozens … enabling you much greater reach with your audience.

Asset Repurposing EXAMPLES

• Full video• Snippets videos• Trailer video• Bloopers video• Full audio• Snippets/episodes audio• Full transcript article• Transcript in parts (multi

articles)• Transcript in PDF• Transcript as Kindle book

(formatted)

• Bullet points slides (Slideshare)

• Bullet points with audio track (new video)

• Bullet point as motivation / quote / meme type images

• Exec summary as visual representation (infographic)

• Lots more…

Asset Repurposing

Your content ends up in different media formats, across a lot more channels of distribution…

Gives you more “they are everywhere” appearance, and a lot more organic search results and audience growth…

All while reducing premium content creation costs, as this lets you maximize the value from the one quality content/creative instead of always chasing and creating new ones.

Beyonce and Prometheus

Asset Syndication / Content Distribution

- Many organizations have their assets (photos, videos, articles etc) done randomly through-out the week without an editorial calendar and certainly without a longview strategy.

- They then post it their blog or Youtube or whatever the channel is, with a very general and fluffy description “awesome new trailer!” instead of keywords that can trigger organic searches or effective copy that can create curiosity and a click.

- They then announce it with a quick tweet, a facebook message and a blog post.

- They certainly don’t measure results and have no idea what the time/money costs of all of the above are and therefore what the ROI is…

Asset Syndication / Content Distribution

- You need a system (with schedules and checklists) for distributing the “assets” you’ve built through asset repurposing

- Prometheus style of posting … “cripple the system”.

- But stagger your announcements, press, social media

- Keyword Rich. Every part of your asset post should have organic search keywords in mind. Including the Title, Description and even the file names BUT don’t make it robotic. Focus on your audience!

- Be mobile friendly… with everything!

Asset Syndication / Content Distribution

- Each asset should be put through an “assembly line” of steps… while this is more time consuming initially, it systemizes everything and allows your creative property and brand to scale.

- Have a checklist of items for each process. - How often to post?- What is the voice/tone being used?- What’s the call to action / end goal?- What’s the unique tracking link?- Is there a photo being used?- Any hashtags to reference?- Any influencers/authorities to tag?

BONUS: Re-TargettingTo really create that “internet flood” , add in re-targeting…

Example: Suppose a new web animation series pilot if finished.

What most do: post it to Vimeo. Buzz about it on social media for a couple of days. And call it quits.

What you do: create a dozen different formats of the content, distribute them to 100+ key channels with carefully selected keywords, buzz about it based on an on-going schedule with strategic marketing guidelines…

Add in re-targeting and drive paid ads to your content pieces. The visitor gets cookied and your content brand’s ads now follow the person around the internet.

OOMARKETING specializes in services and solutions specific to the traditional media, digital media, entertainment and content producer businesses… including consulting/strategy, full content marketing services and more…

Launches in Vancouver, CANADA January 2014

Launches in Budapest, HUNGARY spring 2014