A Defragmentation of the Fragmentation of Content
Bill Flitter says it's all about fragmentation today -- the fragmentation of both your content and consumers. More than ever, your consumers are behind the driver's wheel, taking the content they want in the manner that is easiest for them to acquire it. That means that more and more of them are subscribing to RSS feeds of your online content and accessing it however and whenever they want.
Flitter, the CEO of Pheedo, a company offering publishers and advertisers profit-driven advertising services, is a leading observer of Internet marketing trends. Since 2003, his company has worked with clients like Microsoft, Hewlett Packard, Dell, Wired, Ziff Davis and Gawker Media. Flitter spoke with Publishing Executive Inbox and offered up some insight into the evolution of content consumption on the Web.
Publishers have to understand that something new is happening with the way people seek information. Then they have to deal with it.
"Publishers need to realize that consumers are taking control of their content consumption," Flitter says. Those publishers who are still stuck using their URL as a place holder need to wake up and smell the revenue that's possible from fully utilizing distributed media. "If a publisher can admit that, that's the first step," he says. Then it becomes a question of where, when and by who. How is this fragmentation affecting our business? These are the questions some publishers are asking themselves."
Be aware that consumers are not starting at your Web site.
"Fifty percent start their day consuming content away from your Web site," Flitter says. Instead of coming directly to your site's home page to begin accessing content, consumers are looking for quicker ways of getting what and where they want to, he says. "Whether it's through widgets, RSS feeds or start pages, readers are coming to your content from elsewhere," Flitter says. "Treat every story as a home page. Hold onto your brand within that one piece of content."