Subscribe to Our Newsletter

x

The Path to Distributed Publishing (Part 1)

The way people have found content on the internet has gone through some very clear phases. Understanding our history is vital to understanding the present and being able to anticipate the available paths of the present into the future.

Should we talk about AOL?


The internet's first phase of consumer addiction started with text only terminal programs like Lynx, the pre-image internet of pure text hyperlinks. People learned to publish HTML files and how hyperlinks worked. It was the first raw layer of the internet that everything else is still built on top of.

As quickly as it developed, attempts were made to help other people find what had been created. Yahoo! became a winner by quickly organizing a very broad taxonomy for roughly "everything," and by giving human editors simple software to choose links for each category as Mosaic emerged (images on web pages!). Yahoo!'s efforts paid off and they became the central rainmaker.

A relatively small attempt at logical taxonomy was put together, and human category editors became the key path to content on the internet. If you didn't know who the category editor was for your space, you found a way to get to know them. Getting key placements in those categories could change a business dramatically.

Yahoo! categories.Source: http://bit.ly/2aR6Zef

As the open web sprawled, Google emerged to organize the world's information. In a very short time, the tiny informational reach of the human category editors was made irrelevant. We learned not only how to search, but an industry developed in the years after to optimize for better distribution in this new world order. The SEO industry became massive as it controlled the new lifeblood of content to its path to an audience.

At Huffington Post, where I was CTO, we built software to help teach writers how that universe worked, and how to make small changes to the way they put stories together to win. They told the same story, but they also learned to think about how humanity at large searched, and then how to become a top three result in that search. Google was the undisputed rainmaker, and companies like HuffPost that figured out SEO learned how to drink under a waterfall. Those who learned to build around the new rules of this landscape won constantly.

The Huffington Post home page, July 2009.From the Wayback Machine: http://bit.ly/2b4d1oF

The new phase changes the landscape completely once again and radically displaces Google. We are well past the beginning of this phase — the new paradigm is now much stronger and more powerful. Facebook has organized the world's information in a way that Google could never have been able to. Facebook has rendered Google's search technology as irrelevant as Google did Yahoo's categories. What was built into the very core of Facebook was essentially an AI agent for each one of us. It was crude ten years ago compared to what it is now, but it worked.

While Facebook's core positioning is social, the data and software they possess contains all the clues for nearly 2 billion people's interests. And every minute it learns more. Google's tech was focused only on the content that was being created. Facebook's tech sees beyond that to the person reading and sharing that story. The vital leap from Like to Reactions seems to be successfully completed, so the complexity and texture of the data becomes even more effective.

The hyperlinked, interests-based profile.From Mashable: http://on.mash.to/2b4dUxm

The shift to mobile has finalized our relationship with search. We expect content to come to us now, and it does. It isn't just our friends that Facebook has learned from — through Pages, Facebook has learned about our interests as well. Oddly enough, it is sort of a return to human category editors — but this time, instead of a few thousand, there are 85 million and growing daily. Winning on social today often takes the type of awareness and relationship building with other humans leading key categories like it did in the Yahoo! era. But it has to be conducted at a scale that can only be possible through technology. As the interest graphs of social networks have established a clear ownership of the path to content for consumers, a new industry is evolving.

It's called Social Media Optimization (SMO), and it goes beyond learning how to publish into networks to understanding how to optimize for distribution on these networks. Facebook's core offering to solve that problem has been very useful tools to pay for reach. But the core product that we all grew to love Facebook for, and is the single pillar of its success, is in the main column, not the ad slots.

That same single column of UX exists, in a way, as massively parallel universes — different content for each of us. The new waterfall is quite a bit bigger than anything we've ever seen before. When a single piece of content starts to find itself showing even in a tiny percent of the waterfall, a new company worth hundreds of millions can bloom from that in a very short time.

Map of Facebook Live broadcasts (Giphy).From Product Hunt: http://bit.ly/2aR8DfF

The role of Social Media Optimization will be to help people understand how to adapt to this new world as it evolves. One of the most significant core landscape shifts to understand in order to be able to optimize at all is the shift to distributed publishing.

The Google era pushed traffic to the open web. The core business metrics always included page views and unique visitors. Every optimization in this website-centric framework was to act as a funnel to the website. The landscape shift leaves those that stick to what they learned in the Google/website era in a very bad position. The reason this change is happening is because people are tired of clicking from that super-fast Facebook native app to a browser app to load a web page. We all flinch before clicking a link now. This is because we've seen what it's like to get content on the app.

The slideshow became the listicle, and then became the readable video. And the readable video has very long legs. It's a slideshow with no clicks needed, and a listicle without the scroll. It's lazy, it moves fast, and I don't need to hear it. And it plays right there without going anywhere. Instant Articles also keep people inside of Facebook where they prefer to be. Snapchat's emergence offers even less hope for the open web. Like Instagram, Snapchat is thriving by rendering links out unnecessary.

Instagram Stories, 2016. From TechCrunch: http://tcrn.ch/2aR9NrS

Distributed publishing is the solution for this new paradigm. It is one of the first steps of Social Media Optimization. It means publishing fully packaged content to every medium possible. Publishing teasers to stories is simply not enough — the entire story has to be consumable without leaving the platform and medium it's published to. This changes even how we think about email, where people again would rather just read more in their native Gmail app than click through to get more out.

So, let's take a look at how this shift affects what we know today. Check out The Path to Distributed Publishing (Part 2): What It Means for Websites + Tech.

You're almost there! Fill out the form below and a Rebel will contact you within one business day.

x

A Look Inside the Only Creative Agency Powered by Deep Technology

Strategic development of product that supports content distribution, conversion, and loyalty.

RebelMouse is a creative agency fueled by a publishing platform with deep technology. Our expertise is rooted in media and content marketing because there is no other team that understands distributive publishing better than we do. There is also no other CMS on the market today that provides content creators with the tools they need to unlock sustainable growth backed by sticky monetization methods. RebelMouse blends product and strategy together to move the needle where it matters most — organic traffic and user growth, conversion to loyalty, and revenue growth.

Keep reading... Show less

Curate Well-Rounded Content: Embed Previous Posts With Assembler

Flat media is dead. That's why we are always updating our product to make it easier and more intuitive to create dynamic media. A great example of one of these features allows users to embed previously published posts into a new post through our Particle Assembler.

Keep reading... Show less

Updates: Edit Email Templates in Entry Editor, Easily Select the Right Tags

We have two new product updates that will make editing each article easier and more customized.

Keep reading... Show less

New: Simplify Your Workflow With Our New Copy and Paste Function

There's a new feature in RebelMouse's Entry Editor that easily lets you copy and paste an entire post, including lead media, headline, subheadline, body, social copy, and social scheduling information. Don't worry — we will only copy the social scheduling language you've previously set up. Using this functionality will not schedule the post to be sent out again.

Keep reading... Show less

How to Set a Canonical URL

A canonical URL is an HTML element that prevents duplicate content. This helps prevent SEO issues by indicating whether a URL is a "canonical" or "preferred" version of a page.

Keep reading... Show less

You're almost there! Fill out the form below and a Rebel will contact you within one business day.

x

The CFO's Guide to RebelMouse

A look at how you gain more and spend less with our platform.

Every Chief Financial Officer (CFO) has an important mission: Balance efficiency with fiscal responsibility while eliminating risk. To survive and thrive in today's publishing industry, this can be a tall order. New options for vendors, hosting, and service providers pop up all the time, and as technology advances, so do the kinds of tools you need to grow reach and revenue.

Keep reading... Show less

Be an Advocate for Engagement With Discovery Email Templates

RebelMouse's Discovery tool offers various forms of social outreach, including emails that you can send to influencers while you're editing your article. We utilize our proprietary technology to seamlessly pull in the email addresses of social media account owners. And now, coupled with customizable template language that automatically gets pulled into your workflow, you can easily send out messages to let these accounts know that you love their content and wouldn't mind if they shared a related story of yours.

Keep reading... Show less

New E-Commerce Option: Easily Feature Products With Just a Few Clicks

Every year, the numbers of shoppers who choose to purchase online versus in retail stores continues to grow. It's estimated that the number of online shoppers will rise to 230.5 million by 2021. At RebelMouse, we've added a new particle layout for our clients that do e-commerce. This feature makes it super simple to highlight products right from within our Entry Editor.

Keep reading... Show less

2018: A RebelMouse Year in Review

From product to personal, we flourished on every level.

It's always overwhelming to think about how far we've come as a company every time December rolls around. From all the peaks and valleys our ever-changing industry likes to throw at us, to the personal triumphs and challenges we experience as a team, each year is always one to remember. But this time, 2018 took the cake. It was 365 days of twists, turns, and far more shining moments than ever before.

Keep reading... Show less