No long winded “about me” … For bio: www.RobToth.com No “pitch” ….. For company / services: www.OOMARKETING.ca

Flood The Internet: The ‘Be Everywhere’ Method

60 Minutes Together …

- Guest: Olivia Keane (5 mins)

- Love videos ;-) (10 minutes)

- “Flood the Internet” explained (45 minutes)

* SURE, take notes… but you can just contact me for these slides if you’d like them. *

Spread the Love: https://www.youtube.com/watch?v=6VkJM92Fm2s

Justin Timberlake … Love Birds:

http://www.rollingstone.com/music/videos/justin-timberlake-seeks-out-lovebirds-in-not-a-bad-thing-video-20140320

Love Birds?

- Who Loved this video? - Who would LIKE it on facebook?- Who would comment on it?- Who would share it?

Love Birds?

- Who Loved this video? - Who would LIKE it on facebook?- Who would comment on it?- Who would share it?

You’re advertising for Justin Timberlake, his “The 20/20 Experience” album and his upcoming European and UK tours.

First Kiss

72+ MILLION views in 20 days…

… clothing line ad

Diablo III

http://amberpacificstudios.com/work/if-diablo-iii-were-a-girl/

12 hours = 450,000 views48 Hours = 2 Million views5 days = 5 million views

Your Content Marketing need not be premium, high budget work. But it has to be “good enough” to be worth reading/watching etc. Junk, amateur, adlib content won’t cut it!

Your content must provide relevant value or entertainment to your target prospects.

Larger brands (or a bit of creativity) however, can create “Entertainment As Marketing” , where entertainment acts as your marketing piece .

Entertainment As Marketing = “Branded Content”

Successful “Entertainment As Marketing” (ie: Branded Content) …

- Lego: the Movie – academy award?- Gibson’s Guitars - Old Spice Man Internet Responses- Red Bull Stratosphere- Red Bull Media- House of Cards (Netflix)- Kokanee The Movie Out Here- EA: Gameface- GoPro Hero Cam – billion dollars fast!- Six Pack Shortcuts “Workout Buddies”- President Obama: Between Two Ferns- Hugo “Tracks”

- Brands like Red Bull launch their own media companies (to pump out and own a lot of premium content)

- Wall Street launched their own native ad studio to create a strong competitive advantage for its advertisers (ability to create full, premium “entertainment as marketing”, aka branded content)

- 78% of CMOs think custom content is the future of marketing. *Hanley Wood (2013)

Content Solutions:- Custom, premium content (your anchor pieces, your

Entertainment As Marketing pieces)- General content- Custom created- Outsourced (ghostwritten, agency created)- Repurposed *- Curated content- Licensed content

Types of Content:- Article- PDF- White paper- Slide show- Video- Audio / Podcast- Webinar- Events (stage presentations)- Case Study- Infographic- Image- etc

Content = Asset

- Quality Content costs time/money/resources to develop (or license) .

- Think of your content as an ASSET… like gold, real estate, specific patents or licenses… do not waste it. Make the most of it.

- Content = Asset

Got Great Content?! What’s Next…

- Great content, like genius musical talent only becomes“great” when it’s found, consumed and shared… otherwise it sits dormant.

- So having great content without a distribution strategy is aimless.

- If you build it, they MIGHT come but that’s not a smart strategy (don’t wait and hope for “virality” and free press)

- Instead: FLOOD THE INTERNET

FLOOD THE INTERNET1) Asset Repurposing2) Asset Distribution 3) Re-Targetting

FLOOD THE INTERNET1) Asset Repurposing2) Asset Distribution 3) Re-Targetting

You can’t “flood” the internet … the idea is to have a pool of your prospects view you as being “everywhere” … here’s how …

Is Your Company and Brand Being Found On?...

… And many others!

1) 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.

2) Asset Distribution

Get your content assets out the door … in a strategic manner.

Asset 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

- Schedule 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?

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

Example: Suppose a new web animation series pilot is 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. The visitor gets cookied and your content brand’s ads now follow the person around the internet.

How Re-Targetting works …

Source: Hubshout.com

Re-Targetting Canada Marketing Summit

Re-TargettingCMS re-targeting banners … communicate with someone who has already seen your site:

Re-Targetting- Re-targeting can boost ad responsiveness up to 400%

- 28% of surveyed users want to see re-targeting… they find it a convenient reminder of sites and offers they already have interest in…

- Average click through for most banner ads is 0.07% … average click through for a re-targeting banner is 0.7% (10x response)

Applying FLOOD THE INTERNET To YOUR Small Business

1) Content creation (need quality but not high-budget, premium productions)

2) Asset (content) Repurposing 3) Asset Distribution4) Re-Targetting

5) Audience Engagement6) Tracking7) Scalability Systems 8) … and more

OOMARKETING.ca specializes in services and solutions specific to the traditional media, digital media, entertainment and content producer businesses… including consulting/strategy, “flood the internet” and “entertainment as marketing” services …

www.OOMARKETING.ca