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Advanced Content Promotion
Techniques (Paid & Unpaid)
Chad Pollitt
VP of Audience, Co-Founder
Relevance
Adjunct Professor
Indiana University Kelley School of Business
@ChadPollitt • #CMWorld
CHAD POLLITT
VP of Audience, Co-founder
Relevance
@ChadPollitt • #CMWorld
AGENDA
① The Content Explosion
② Waning Visibility
③ Content Promotion 2.0
④ Blurred Lines
⑤ How We Broke Through The Noise
@ChadPollitt • #CMWorld
1 The Content Explosion
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
Every Minute of Every Day
@ChadPollitt • #CMWorld
571 websites are launched
Every Minute of Every Day
- Mashable
@ChadPollitt • #CMWorld
- Mashable
571 websites are launched
350,000 tweets are tweeted
Every Minute of Every Day
@ChadPollitt • #CMWorld
571 websites are launched
350,000 tweets are tweeted
48 hours of YouTube videos are uploaded
Every Minute of Every Day
- Mashable
@ChadPollitt • #CMWorld
over
2.73 million
blog posts are written
and published daily
The Content Promotion Manifesto
@ChadPollitt • #CMWorld
GREAT CONTENT
GOES UNREAD
EVERY DAY
@ChadPollitt • #CMWorld
Many Verticals are
Oversaturated with
Content Already
@ChadPollitt • #CMWorld
by 2020,
the amount of information
on the Internet will grow by
500%
Mark Schaefer, The Content Code
@ChadPollitt • #CMWorld
How does that
make you
feel?
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
2 Waning Visibility
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
Social media and search engines are breaking
their promise to us…
@ChadPollitt • #CMWorld
From their inception they’ve been the main content
distribution channels of the Internet
@ChadPollitt • #CMWorld
They were the gatekeepers of the content delivered and
consumed online
@ChadPollitt • #CMWorld
Facebook’s organic reach is at 2% and dropping
- International Business Times
@ChadPollitt • #CMWorld
With other networks following suit
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
Year over year search query growth
is on the decline
- ComScore
@ChadPollitt • #CMWorld
There are only 10 organic positions
in most search engine results pages
@ChadPollitt • #CMWorld
SEO is not something you do anymore, it’s what
happens when you do everything else right
@ChadPollitt • #CMWorld
Search engines aren’t built to serve up
tomorrow’s volume of content
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
What’s filling this void?
3 Content Promotion 2.0
@ChadPollitt • #CMWorld
only
38%
of B2B marketers believe they’re
using their content effectively
CMI
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
“Brands can actually step down content
production and step up distribution
[promotion] to get better results
Ryan Skinner, Forrester
@ChadPollitt • #CMWorld
“Better distribution [promotion] improves
content’s quality, as the feedback
cycle accelerates
Ryan Skinner, Forrester
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
“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”
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
“You’re more likely to SURVIVE A PLANE
CRASH than click on a banner ad
Solve Media
@ChadPollitt • #CMWorld
“You’re more likely to GET INTO MIT
than click on a banner ad
Solve Media
@ChadPollitt • #CMWorld
“You’re more likely to COMPLETE
NAVY SEAL TRAINING
than click on a banner ad
Solve Media
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
Taboola, Outbrain & Adblade are growing
@ChadPollitt • #CMWorld
Facebook, LinkedIn, Twitter, SnapChat,
Tumblr, etc. went native
@ChadPollitt • #CMWorld
AOL owns Gravity
@ChadPollitt • #CMWorld
AOL owns Gravity
Yahoo owns Gemini
@ChadPollitt • #CMWorld
Google’s native network is in private beta
@ChadPollitt • #CMWorld
Google’s native network is in private beta
Its network will have content recommendations…
@ChadPollitt • #CMWorld
Google’s native network is in private beta
Its network will have content recommendations…
…and sponsored articles on blogs
and premium publications
in 2013 brands spent, on average,
6.7%
of their content marketing budgets
on sponsored content
The Content Promotion Manifesto
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
Sponsored Content
Everything a media buyer
or publisher would need
to know!
@ChadPollitt • #CMWorld
bit.ly/guide-to-sponsored-content
@ChadPollitt • #CMWorld
in 2013 brands spent, on average, at least
15.2%
of their content marketing budgets
on promotion
The Content Promotion Manifesto
@ChadPollitt • #CMWorld
WHY?
@ChadPollitt • #CMWorld
To Fill the Void
@ChadPollitt • #CMWorld
4 Blurred Lines
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
The media are building marketing agencies
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
Brands are becoming the media
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
Agencies are becoming publishers
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
Search engines are buying media, too
@ChadPollitt • #CMWorld
WHY?
@ChadPollitt • #CMWorld
To Acquire, Grow
and/or Persuade
Audiences
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
Image credit: juddhelms.com
@ChadPollitt • #CMWorld
Image credit: juddhelms.com
CONTENT IS NO LONGER KING
@ChadPollitt • #CMWorld
Image credit: juddhelms.com
CONTENT IS NO LONGER KING
AUDIENCE IS, and he who has access
and can persuade them
@ChadPollitt • #CMWorld
Image credit: juddhelms.com
CONTENT IS NO LONGER KING
AUDIENCE IS, and he who has access
and can persuade them
Holds the KEYS to the KINGDOM
5 How We Broke Through
The Noise
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
2015 CMAs
• Winner – highest
subscriber growth
• Finalist – best new digital
publication and best new
digital publication design
@ChadPollitt • #CMWorld
60,000+ Subscribers
in 14 Months
@ChadPollitt • #CMWorld
Algorithmically
RANKED 19th
Most Influential
Brand in Content
Marketing
@ChadPollitt • #CMWorld
Algorithmically
RANKED 19th
Most Influential
Brand in Content
Marketing
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
Over 200 Unique Contributors
@ChadPollitt • #CMWorld
Over 200 Unique Contributors
Dozens of Top Experts & Thought Leaders
@ChadPollitt • #CMWorld
Over 200 Unique Contributors
Dozens of Top Experts & Thought Leaders
Cost of Content = $0.00
9 Tactical Tots You
Can Put In Your
Marketing Pocket
Today
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
Research
@ChadPollitt • #CMWorld
Pop-ups, check boxes & recommended content
@ChadPollitt • #CMWorld
Influencer Marketing
@ChadPollitt • #CMWorld
Earned Media, Bylines
@ChadPollitt • #CMWorld
Earned Media, Bylines
@ChadPollitt • #CMWorld
Native Advertising
@ChadPollitt • #CMWorld
Social Media
@ChadPollitt • #CMWorld
Email Marketing
@ChadPollitt • #CMWorld
Fake it ‘till you make it
@ChadPollitt • #CMWorld
Luck!? Er. . . Niche focus
@ChadPollitt • #CMWorld
TAKEAWAYS
① The amount of content being published on the Internet is
growing everyday
@ChadPollitt • #CMWorld
TAKEAWAYS
① The amount of content being published on the Internet is
growing everyday
② Content visibility on the Internet is declining everyday
@ChadPollitt • #CMWorld
TAKEAWAYS
① The amount of content being published on the Internet is
growing everyday
② Content visibility on the Internet is declining everyday
③ Native advertising and influencer marketing are filling the
visibility gap
@ChadPollitt • #CMWorld
TAKEAWAYS
① The amount of content being published on the Internet is
growing everyday
② Content visibility on the Internet is declining everyday
③ Native advertising and influencer marketing are filling the
visibility gap
④ Audience is KING, not content
@ChadPollitt • #CMWorld
TAKEAWAYS
① The amount of content being published on the Internet is
growing everyday
② Content visibility on the Internet is declining everyday
③ Native advertising and influencer marketing are filling the
visibility gap
④ Audience is KING, not content
⑤ Earned and paid media promotion is a gateway to other, more
robust, audiences
@ChadPollitt • #CMWorld
@ChadPollitt • #CMWorld
Special Offer
Getting the Most Out of
Your Content
Marketing
@ChadPollitt • #CMWorld
bit.ly/content-promotion-manifesto

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