tbex toronto

1

Multi Platform PublishingTBEX Toronto, June 2013

2Questions? tweet @searchmartin

A really quick introduction:

Martin MacDonald Inbound Marketing Director, Expedia EAN

Get in Touch:

Twitter: @searchmartinEmail: [email protected]: uk.linkedin.com/in/mogmartin


SEO experience


But you don’t care about that right?


I’m also a ‘frequent’ traveller

Over 250 cities, 30 countries, 3 continents.


I haven’t had a dip in the Southern Ocean

..But I have done the rest.


Multi Platform Publishing


How many people actively optimize their users experience for these devices?

?


Laptops / desktops


Tablets


Smartphones


Kindles


Nintendo DS


Smart TVs


Refrigerators


Cars


Watches


Digital Signage


Google Glass


The way we connect is changing


My point is:

We spend more and more time surfing the web on “other” devices, whether they be iPads, smartphones or microwaves.

In the BRIC nations (Brazil, Russia, India & China) mobile is above 50%!


Lets talk about browsers for a minute


How many can you name?

Every web browser may be slightly different – varying resolutions, restrictions, rendering engines, CSS interpretation etc.


How many can you name?

367 different browsers registered over a 90 day period!


So what CMS do you use?


Get your site right first, the basics:

• Installed by millions of users, • highly active communities, • hundreds of thousands of pre-built plugins• Incredible theme choice• Easy to install, update and maintain• Relatively* low resource overheads


The clear winner. To me anyway.

The default choice CMS for web publishing:


How a CMS Works


How a CMS Works

The Desktop Web


How a CMS Works

The Desktop WebThe Mobile Web


THIS IS NOT CROSS PLATFORM PUBLISHING.


How a CMS Works



How a CMS Works


This bit is the CMS


How a CMS Works


This bit is the CMS

All this is the presentation layer


THIS IS CROSS PLATFORM PUBLISHING.


How frictionless cross platform publishing works

Desktop Web

Mobile Web

True cross platform publishing involves using your content in agile formats to produce the best possible user experience on any given device.


What do we need to achieve this?


Metadata lots and lots of metadata!

&Late binding content


Metadata

Think of it as a rigid structure for your content


Metadata – you are already familiar with a lot of it:


Metadata – the press has used it for hundreds of years

Banner

Sub-Head

BylineCutline

Sidebar


Looks like a newspaper now huh?


Every page element should be deconstructed


Early vs Late binding - in content


Late Binding Content – CMS Requirements


The CMS is the most under-optimized part of your business.


The CMS is the most under-optimized part of your business.

It’s the part that YOU spend most time in.


But what can I do to get started already?


Assumption:


Wordpress Default Plugins

These plugins should be considered DEFAULT installations:

1:




2:




3:




4:




5:




6:


But this isn’t cross platform

is it?


But this isn’t cross platform is it?

NO(but its important to get the basics right)


So how can I start with Xplatform today?

Main blogSocial Media

Niche Sites

Curators

Native Apps

Content Hacks


Social Media

We all know these right?


Well, even for these you need some Xplatform thought

Facebook OpenGraph Metatags

https://developers.facebook.com/docs/opengraph/howtos/maximizing-distribution-media-content/



https://dev.twitter.com/docs/cards

Twitter Card Metatags



Google Plus Metatags

https://developers.google.com/+/web/snippet/


But there are thousands of “social networks”


Push your content in a platform modified format

wherever your audience spends time.


Benefits to X-Publishing on Social Media:

• Increased audience & reach• Improved follower count and social authority• Viral magnification effect• Faster indexing by search engines• Higher likelihood of acquiring organic links


Niche Sites - TripTease


Niche Sites - HaikuDeck


Niche Sites - SlideShare


Curators

There are thousands of curation possibilities

– ranging from newspapers and magazines, to traditional curation hubs such as Digg.


Curators – outbounding.org (beta)


Native Apps

Native mobile apps using WordPress data


Native iOS / WordPress bridge - WpApp


Real Xplatform is coming very soon!



BE READY


NEWSFLASH!


BLOGGERS:You aren’t in the business of “blogging”.

You’re in the business of “content production”.


BLOGGERS:

Make sure you have a presence where your audience is!


Thank you!

Get in Touch!

Twitter: @searchmartinLinkedin: uk.linkedin.com/in/mogmartinEmail: [email protected]

tbex toronto

Documents

searchmartinthe cms

default choice cms

default installations

web publishing

web browsermay

crossplatform publishing

searchmartinthe way

content inagile formats