Join Richard Harrington for an in-depth discussion in this video Why do you need to hypersyndicate?, part of Maximizing Your Web Video and Podcast Audience with Hypersyndication (2012).
So, you came to our training title today to learn all about hypersyndication but what exactly is hypersyndication? Well, things in today's world require you to reach a broad audience and go where people are already at whether that be social networks or the iTunes podcast directory or maybe Vimeo or YouTube. But a lot has changed in the recent years. Now, when I first started back in media, I was in television and it used to be pretty expensive to reach a broad audience. You needed tape decks and satellite dishes and if you wanted to put something out there you're to pay it to get it on lots and lots of different screens.
Of course, the same thing held true if you were in the print world. You had expensive printing presses and you'd have to have a distribution network, all just to reach an audience. Well, the good news is, is that it's not that hard. We can go ahead and actually reach a broad audience today, taking advantage of modern portable electronic devices. So, there's a lots of things in play here. If you want to go ahead and hit a laptop or a portable media player it's easier than ever using technology like podcast. Thanks to things like adaptive streaming, we can actually send right over the air to cell phones and hit that broad audience.
I'd like to talk about for a moment why you need to hypersyndicate, and the concepts here are pretty straightforward. In the past, it used to be publish or die. People would print lots of newspapers and set them out on stands for free or they would run a television station spitting out content 24 hours a day because if you weren't there, people would stop coming. Well, the good news is, is we've shifted to an on-demand type network. Really now it's becoming divide and conquer. The concept here is you go where people are already at, so that might be Facebook or Twitter or YouTube or Vimeo or their iPod while out on the go.
There're lots of reasons to hit that audience and the important thing here is stop trying to pull people in, instead go where your audience already gathers and you will hit a much broader collection of folks. Additionally, reasons to hypersyndicate include the fact that you want as many people as possible to see your content. This is going to allow them to actually view the content where they want and when they want and when you embrace this concept you're going to see significant growth in your audience and much more results in your returns.
Of course, many people are obsessed with drawing people into their website. We have to get those hits, those visits, those unique page views. In today's day and world, this really doesn't matter, what matters is the fact that you're getting actual results. Did people watch your content? Did they read your blog? Did they see what you published in order to get that content and take action? If you want to make a sale, if you want to go ahead and see things and get it done, this is where things come into play. You simply need to stop worrying about people coming to you and go to them.
The last reason to hypersyndicate is you just can't beat the stickiness of social media. In today's world, more than half of all Americans are on Facebook. Are you prepared to ignore your audience? Simply go where the audience is and you're going to see results. Now, what this means is you're going to want to publish to laptops, you're going to want to publish out to portable media players and phones and of course, the Holy Grail back to the living room with a television. So, now that you understand why to hypersyndicate, we're going to explore the how.
- Reaching new audiences
- Understanding how online behavior is changing
- Syndicating an RSS feed with Twitterfeed and HootSuite
- Targeting computer using video sharing sites
- Targeting media players
- Creating a podcast
- Streaming podcasts for mobile devices
- Using Vimeo to host content
- Creating a consistent look from site to media player
- Incorporating a call to action
- Choosing a color palette for your brand
- Discovering more tools