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Instead of just another 20-slide deck (don’t worry, we’ve got one too), we made this: a true Q&A that captures what’s changed in content, what’s actually working in 2025, and why smart distribution, with the right partner, can be a game changer.
Interviewer: Hi! Let’s begin with a very basic one. What does "distribution" actually mean now?
Nordot: It means reach without reinventing your content model. We syndicate your stories to channels with built-in audiences and monetization, then route traffic, revenue, and brand recognition right back to you.
I: What’s actually changed in content distribution in 2025?
N: A lot. Distribution today is no longer just about posting on your site and hoping for Google juice. In 2025, content needs to live wherever your audience is, and that means across a mosaic of new channels, rising aggregators, AI-powered niche search platforms, and emerging ecosystems. Think of it as a dynamic, multi-channel flow, not a one-way street.
I: How does this compare to subscriptions? Is it either/or?
N: They're distinct but complementary revenue models, and many successful publishers in 2025 are pursuing both in parallel.
Subscriptions offer recurring revenue and a strong relationship with your most engaged audience. They’re a great fit for premium, exclusive, or community-driven content, and they provide long-term stability when well-executed.
Distribution, on the other hand, is its own revenue engine. It creates new income streams through monetized partnerships. It also extends your reach to audiences who may never land directly on your site, but still engage with your content in high-value environments.
I: Not related but, do individual creators get a seat at this table, or is this just for big publishers?
N: They absolutely deserve a seat. And honestly? The table’s already shifting in their favor. We believe quality content doesn’t care how big your team is. We can work with independent journalists, solo operators, newsletters, and passion-driven publishers to get their work seen and paid across channels that used to only take in media conglomerates. If you have a voice, consistency, and clarity of purpose, we can help you syndicate.
I: What really are those distribution channels you’re talking about? How are they different from the usual platforms most publishers don’t want to base their strategies on?
N: Great point. “Distribution channels” in 2025 go far beyond social media and Google News. Today, we’re talking about next-gen aggregators and specialized content channels that act as discovery engines, some public-facing, some B2B-focused. These include:
What sets these apart from traditional platforms like Facebook or X is intent and control. These are not random firehoses of content. With partners like Nordot, publishers can get their content placed on these niche, high-value platforms that aren't always visible to the public, but are powerful behind the scenes.
I: Is this just about traffic, or is there actual money in it?
N: There’s real revenue on the table. Publishers in our network are seeing 25% median increases in income, with no changes to their editorial workflow.
It’s worth noting: traffic share used to be the golden rule. For years, publishers were told the value was in driving clicks back to their site. And while on-site traffic still matters, it’s no longer the only, or even the most reliable way to generate revenue. Today, content can earn where it lives.
I: Yes but ad revenue is collapsing in many regions. Isn’t off-site monetization just more bad CPMs on someone else’s turf?
N: You’re not wrong, ads have taken a hit. We’ve heard that a lot. Privacy shifts, third-party cookie deprecation, and audience fatigue have all led to CPMs dipping or vanishing in some regions. And yes, many publishers are rightly skeptical of “spray-and-pray” content deals that generate cents and dilute brand value.
When off-site monetization meant stuffing your stories into low-value networks for pennies, we totally understood the hesitation. Why send premium journalism into a black hole of bad ads and weak revenue?
But 2025 is different. Today, monetization isn’t just about ads, it’s about earning in smarter, cleaner ways: performance-based payouts, rev-share from premium aggregators, licensing deals and minimum guarantees with B2B channels and AI partners, and more.
Our model isn’t about tossing your content into low-quality networks. It’s about curated distribution into high-intent, high-trust environments, where the revenue model is clear, the partner is vetted, and you retain control over what’s distributed and how it’s monetized.
At Nordot, we believe monetization should respect your brand. That means you choose where your content goes, you know who’s profiting from it, and you get the data and control to make smart calls. If a channel doesn't meet your standards? Don’t opt in. We make it that simple.
I: Why Nordot? Why now?
N: Because the content world is moving fast, and we’ve been at this for almost over a decade on different continents. We’re not just a connector. With roots in Japan, over $100M paid out to publishers, and white-glove support, we’re your safe partner in a chaotic new landscape.
I: So what’s step one if I want in?
N: Easy: after we sign an agreement meant to protect your content, you just send us your RSS (or MRSS) feeds. We do the rest, onboarding, optimization, distribution channel strategy, monetization and payment, long-term vision and proactive channel proposition. You stay in control the whole time.
I: What’s the one thing publishers need to understand about 2025?
N: The smarter your distribution, the more valuable your stories become. You should read our article on “How publishers are using liquid content to maximize reach”.
I: I have a lot more questions.
N: Maybe we wrap that part 1 up and we come back for another round in a couple of weeks?
I: Perfect! Thanks for the insights!
N: You’re welcome.
Bertrand de Volontat is VP of EMEA at Nordot, where he helps publishers make the most of their content across platforms and borders. With a background in both journalism and media business, he led editorial operations at upday and launched several digital media ventures in the past.