Syndicating Your Multimedia Content

Presented by:Glenn Gaudet

CMO of Treedia LabsPodcaster & Snowboarder

Treedia Labs

• Content aggregator and distributor• Provides back end technology that

powers:– Sites like Podcast.com &

Videocast.com– Podcast on-deck applications for

device manufacturers such as Motorola & Sony

• Choose your approach:– Downloaded vs. Streaming

• Examples:– Download - iTunes, Podcast.com– Streaming - YouTube

Content Distribution Options

Focus on Podcast Syndication

• What is a podcast?– Audio– Video– Downloadable– Most sites enable play on site

Podcast Consumption (16-54 age

demo)

• Penetration (among Internet users)

– 21% in 2007– 49% in 2008

• USA Frequency– Daily 16%– Weekly 37%– Monthly 20%

Worldwide Q1 2008 Consumption

Source: Universal McCann - Next Thing

Now Report March 2008

Syndication of Content

• RSS (Really Simple Syndication)– The defacto standard for any content

syndication– XML based– Very easy to use– Not so much a standard as a

guideline (which is a problem)

Partnering for Syndication• Hosting services (libsyn.com)

– Host file– Generate RSS– Submit to some aggregation sites

• Production & Hosting services (blogtalkradio.com)

– All of the above plus production– Usually more prevalent around audio content

• Or…Do it all yourself

What Next?

• Once you get your RSS feed…– “Submit baby, submit”

• As many aggregators as you can find… Podcast.com, iTunes etc.

• It is free and gets you more exposure

– “Track baby, track”• Get as much data as you can• Most RSS publishers only get number of

downloads

Build an Audience• Existing

Marketing Materials

• Widgets• Social Media

– Buddies– Ratings

• Search Engine Rankings

• Aggregators like Podcast.com & iTunes

Analytics

• Feedburner helps but falls short on the podcast side

• Look to hosting services and aggregators to get more analytics

• Not enough to build audience… need to understand your audience

Analytics to Track• How much

audience?• Who is the

audience?• How and

where do they consume the content?

• Demographics!!

Monetizing Content

• Three approaches1. Embedded sponsorships2. Ad insertions3. Lead generation

Advertising Approaches

– Sponsorship mentions or full ads pre-baked into content that is distributed

– Use of ad insertion technology–Warning - This approach works only in

closed environments so limits your potential audience

– Heavily used in premium content sites such as Hulu.com

Lead Generation Approach

• Request contact and demo info as the price for consuming FREE content

• Sweeten the pot with a strong CTA - white papers, newsletters etc.

• Be specific about content• Create unique content to

YOUR market

Want to Learn More?

• Contact me directly:– Glenn Gaudet– Glenn@treedia.com– 617.401.2417– Twitter: glenng

• Visit our web sites:– http://podcast.com - Podcast distribution

site– http://treedia.com - Corporate site