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Fun with Google Trends

Content Cannibalization

David Meerman Scott wrote this great article on content cannibalization for eContent magazine. My favorite points:

He refers to Shannon Holman’s blog where she says micro-content is “the chunked, loosely gathered, widely dispersed, secret-sauced slices of content sold for (way) more than the sum of their parts.”

David goes on to say that “The fact is that smart publishers know the name of the game is offering different slices of the same content via multiple distribution channels and marketing each one to the particular buyers within that channel.” Well put.

“This is particularly true for smaller publishers using search engine optimization (SEO) because nearly all the people who find the content via search will have never heard of the publisher.” That point may very well be true for publishers of all sizes. As Erik Dafforn noted on his blog earlier this year, even the tech publishers have a long way to go on the SEO front.

My favorite part of this is the excellent analogy David makes at the end of the article. I won’t spoil it here…go read it and see for yourself.

At the end of the day, everything David says is true as long as you are really bringing in loads of new customers who wouldn’t have bought the full work at full price. Those new customers who are willing to buy a smaller chunk at a reduced rate should only be incremental to the equation.

Comments

Erik

Joe,

Thanks for alerting me to this article (and thanks for the plug!). This will be a great asset in another post I'm working on for next week. Similar to the concern over how to leverage your own content assets to maximize your exposure, one growing concern in my arena is how to ensure that you get (algorithmic) credit for your original content when you syndicate and distribute it.

SEO is in many ways still very insular and self-absorbed. I really appreciate how you show how it's working within the bigger picture across the publishing world.

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