The Path to Distributed Publishing (Part 3)

This is the third part of a three-part series on the path to distributed publishing. ICYMI, here's a brief history of how we got here + distributed publishing's impact on websites + tech.

What Does It Mean for Editorial Teams?

Editorial teams are waking up post earthquake and realizing they have exactly the wrong ratio of writers to video editors. The key for writers and reporters is to shift. They learned to tell their story in slideshows and then adapted those into listicles. The best writers then realized readable video needs to be written and are now out there writing it.


Social teams are part of editorial, but the way they were formed is wrong in today's new paradigm. They were hired, trained, and grew up in a world where a slideshow was meant to drive traffic to a website.

One of the key ways to know that a social team is built for the previous paradigm is if growth and distribution are not a top priority. Usually, these types of teams have learned to keep trains on time with publishing cadence and without making terribly embarrassing mistakes (e.g., posting a happy GIF while a terrorist attack is happening, etc.).

The best way to know if you have the right social team is perhaps if they don't even exist. They are the editorial team now, and that means every writer and video editor on the team takes on social publishing and distribution as part of their core job. At HuffPost we didn't have an SEO team or an SEO expert, we expected every great writer and editor on the editorial team to understand SEO. This is what should be happening to smart editorial teams now for Social Media Optimization (SMO).

What Does It Mean for Institutions?

The Yahoo! and Google era was particularly good at making a few companies massively successful. It makes sense because the results for a category page, much like that for a search phrase, would be the same for everyone. So if you owned a top placement on a high traffic search result or category page, you got a fire hose of a funnel.

This isn't quite the same on Facebook, and particularly not when you see how it's playing out over time. If terrorists attack Paris, 500 million people might become aware within an hour or two of the news. But instead of choosing a small set of 10 results for their users, Facebook will have thousands, or tens of thousands, of answers for its users about what happened.

What this implies for great media institutions is not particularly sunny. The ease of publishing coupled with the personalization of social at scale often gets the world right to the source of the news direct, or has thousands of rewrites of a single story within minutes of a major news event.

It looks as though Google Rank may have been quite a bit more powerful than Facebook's EdgeRank — the number of fans a media company has may be very limited in its ability to keep a company alive in this new paradigm.

Small start-up media companies that don't carry the burden of old websites, and are learning to tell stories native to each platform, have the chance to become very significant very quickly. The Dodo, a property that we are proud to say is powered by RebelMouse, became the fifth largest publisher on Facebook this year. Their rise was shockingly fast. NowThis, which had several pivots before finding its flow, is over one billion monthly video views now.

Now that we know a bit of the history of how we got to this point, I'm sure the first question on everyone's mind is: "What do I need to do to be successful in this new paradigm?"

Why RebelMouse Is the Best Content Marketing Platform

RebelMouse is a unique platform and company. The company was founded on the vision that media companies would need an always-modern solution to thrive in the new connected internet, and that brands would have to behave like new media companies and use the same platforms.

Keep reading... Show less

Why Premium Creative Agencies and CTOs Choose to Develop on RebelMouse vs. WordPress and Drupal

The Intersection of Design and Development: Where Your Clients Thrive

We started RebelMouse seven years ago knowing that there was a fundamental design flaw in the world of traditional CMSs: Every instance, on every platform, had to be updated independently. It's similar to an era when users had to manage their own Microsoft Exchange Server for email. The costs of managing, maintaining, and iterating on a CMS to keep it awesome and world class is typically a $10 million-a-year endeavor. But even then, these cost-prohibitive CMSs are still behind the times.

Keep reading... Show less

Native Multivariate Testing at Scale With RebelMouse

What Differentiates Our Approach

There are many popular tools that allow you to perform experiments and A/B tests on your users — primarily Google Chrome Experiments and Optimizely. But all of these solutions are JavaScript additions to your web page that sidestep the problem of old, outdated, and clumsy CMSs. These solutions work by calling on a third-party JavaScript library that rewrites a page after it's rendered. This approach adds extra page weight and creates strange user experiences due to having to wait for everything to load and be rewritten on the fly.

At RebelMouse, we've solved this in a very elegant way. At the core level of our platform, we can natively render different layouts and track the exact differences in performance when comparing a test to your other layouts.

Keep reading... Show less

Modern E-Commerce: Blur the Line Between Content and Design

Create Modular + Reusable Design Patterns on RebelMouse

Content saturation is an industry-wide problem, and the e-commerce space is no exception given that it's filled with big brands, small Etsy stores, and everyone in between all fighting for similar audiences. The best way to fight this symptom is to understand your audience and provide them with what they want.

Keep reading... Show less

Instagram-style E-commerce Features on RebelMouse

Revolutionizing E-commerce on RebelMouse

Whether you're a brand with a blog or a media company with a site, driving purchasing behavior and building an audience that uses your content to find things they love to buy is vital. We're very proud to have built out the same functionality that everyone is now used to on Instagram, with layovers on images that lead to products with attribution.

Keep reading... Show less

Building Premium Communities and User Journeys on RebelMouse

RebelMouse is much more than just a replacement for a traditional CMS. Our platform is a tremendous community-building experience. Today's social ecosystem has given us a seemingly limitless number of premium creators who understand how to create gorgeous and relevant content that drives the growth of their own audiences. These creators and influencers are either experts in certain topics, or heavily engaged in targeted content that drives their interests. They're not only consuming the content they're passionate about, but they're contributing to the conversation, too. The new role of the editor is not just to cover the most important topics and people around their expertise, but also to invite those preferred influencers into their community and get them to participate in creating premium content.

Keep reading... Show less

Dynamic Voting: Grow Traffic and Engagement Organically

Help your audience find its voice.

Creating quality content is no longer on marketers alone. We live in a universe of creators who are willing to not only consume content that resonates, but play a role in the creation, promotion, and conversations surrounding it.

Since the start of RebelMouse, we've been on a journey to create dynamic media that is easier for content creators to curate and amplify on social. It's why we've built an online engagement platform centered around the power of communities that thrive naturally in the digital ecosystem.

Keep reading... Show less

How to Monetize Your Website in Today’s Publishing Environment

In order to define distributive publishing, we have to ask the following question: If you have quality content, but nobody sees it, does it even exist? The answer is no, because your content needs to be supported in a way that lets it move seamlessly across all channels, especially site, search, and social. But let's take this question a step further: If you can't monetize your content to generate the support it needs, how do you create quality content in the first place?

Keep reading... Show less

Pro Tip: Too Many B Tests? Use Shared Elements for Better Organization

The RebelMouse platform offers unique multivariate testing that makes creating B tests for page layouts easy. However, sometimes having too many B tests can be hard for developers to organize and manage. If this is a problem on your site, you'll want to consider testing components of your site using shared elements. This helps your site's design workflow in a few ways:

  • Developers can work on different post layouts at the same time.
  • If you only want to process one B test, our servers will load all of them at the same time. Using shared elements prevents this from happening.
  • Our servers do not run shared elements if the conditional is set to false.
  • Post and Section pages will become more organized in Layout & Design Tool.
Keep reading... Show less

RebelMouse: The Healthcare CMS

RebelMouse is an industry-leading healthcare CMS that provides all the tools needed to create, maintain, publish, and distribute content on the web. Our platform has proven success with many healthcare-based sites. Indeed, the stats we have seen with these sites are nothing short of remarkable.

Keep reading... Show less

Google News Initiative Creates COVID-19 Vaccine Misinformation Fund

The Google News Initiative launched a new fund to battle misformation about the COVID-19 vaccine. The COVID-19 Vaccine Counter-Misinformation Fund is open to publishers all over the globe who reach audiences that are underserved by fact checking or targeted by misinformation.

Keep reading... Show less
Subscribe to Our Newsletter