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#HubSpotIPS
The Line Between Media & Brands is Blurring Fast
Chad Pollitt
VP of Audience & Co-Founder, Relevance
VP of Audience, Co-founder
@chadpollitt
CHADPOLLITT
1 The Content Explosion
2 The Media Gap
3 Blurred Lines – Media, Brands, Agencies, Social
4 Search & Social aren’t Fulfilling their Promise
5 The Native Revolution
6 The Relevance Story
AGENDA
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1 The Content Explosion
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Every Minute of Every Day
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- Mashable
Every Minute of Every Day
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- Mashable
571 websites are launched
Every Minute of Every Day
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- Mashable
571 websites are launched350,000 tweets are tweeted
Every Minute of Every Day
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- Mashable
571 websites are launched350,000 tweets are tweeted
48 hours of YouTube videos are uploaded
Every Minute of Every Day
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2.73 millionblog posts are written and published daily
The Content Promotion Manifesto
Over
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Many Verticals are Oversaturated with Content Already
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Great Content Goes Unread Every Day
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Only 13UniqueViews
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500%Mark Schaefer, The Content Code
by 2020, the amount of information on the Internet will grow by
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How Does That Make You Feel?
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…Or Maybe
Like This?
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2 The Media Gap
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Despite smart phone proliferation, increased media accessibility, demand and consumption…
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Many traditional media outlets are cutting back
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This seems…
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Counterintuitive
This seems…
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What’s filling the void?
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Blogs
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Blogs
Social Media
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Blogs
Social Media
New Media
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Blogs
Social Media
New Media
Brands
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Blogs
Social Media
New Media
Brands
Search Engines
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Blogs
Social Media
New Media
Brands
Search Engines
Agencies
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3 Blurred Lines
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The media are building marketing agencies
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Brands are becoming the media
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Agencies are becoming publishers
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Search engines are buying media, too
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4 Broken Promises
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Social media and search engines are breaking their promise to us…
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From their inception they’ve been the main content distribution channels of the Internet
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They were the gatekeepers of the content delivered and consumed online
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Facebook’s organic reach is at 2% and dropping
- International Business Times
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With other networks following suit
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Year over year search query growth is on the decline
- ComScore
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There are only 10 organic positions in most search engine results pages
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SEO is not something you do anymore, it’s what happens when you do everything else right
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Search engines aren’t built to serve up tomorrow’s volume of content
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What’s filling the content distribution void?
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5 The Native Revolution
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It has been found that the less an
advertisement looks like an advertisement
and the more it looks like an editorial, the
more readers stop, look and read
David Ogilvy, the “Father of Advertising”
“
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You’re more likely to survive a plane
crash than click on a banner ad
Solve Media
“
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6.7%of their content marketing budgets on sponsored content
The Content Promotion Manifesto
in 2013 brands spent, on average,
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…Starting To Feel Like
This, Yet?
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Sponsored Content
Everything a media buyer
or publisher would
need to know!
bit.ly/guide-to-sponsored-content
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Five years ago, no venture capital
investors thought media was a great
businessJonah Peretti, BuzzFeed
“
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Suddenly, the market for content just
opened up. It’s dramatically changed.
Sarah Lacy, PandoDaily
“
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Raised Over
$1/2 Billion
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Now You Should Feel
Like This
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The native landscape is beginning to take shape
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…but who will win the native race?
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Taboola, Outbrain & Adblade are growing
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Facebook, LinkedIn, Twitter, SnapChat, Tumblr, etc. went native
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AOL owns Gravity
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AOL owns Gravity
Yahoo owns Gemini
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AOL owns Gravity
Yahoo owns Gemini
Rumors of a Yahoo/AOL merger are stronger than ever
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Google’s native network is in private beta
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Google’s native network is in private beta
Its network will have content recommendations…
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Google’s native network is in private beta
Its network will have content recommendations…
…and sponsored articles on blogs and premium publications
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The race for native supremacy has begun…
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…and publishers are in the driver’s seat
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6 The Relevance Story
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Over 200 Unique Contributors
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Over 200 Unique Contributors
Dozens of Top Experts & Thought Leaders
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Over 200 Unique Contributors
Dozens of Top Experts & Thought Leaders
Cost of Content = $0.00
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55k Subscribers in Less than 10 Months
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Did nearly $50k in sponsorship sales 1st quarter
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With just two people
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How’d we do it?
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Influencer Marketing
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Influencer Marketing
Bylines
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Influencer Marketing
Bylines
Native Advertising
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Influencer Marketing
Bylines
Native Advertising
Social Media
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Influencer Marketing
Bylines
Native Advertising
Social Media
Email Marketing
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Influencer Marketing
Bylines
Native Advertising
Social Media
Email Marketing
Networking/Speaking
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Influencer Marketing
Bylines
Native Advertising
Social Media
Email Marketing
Networking/Speaking
Luck!?
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Er…Niche Focus
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SPECIAL OFFER
Get your copy for FREE
now before it hits
Amazon!
bit.ly/content-promotion-manifesto
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