#HubSpotIPS The Line Between Media
& Brands is Blurring Fast Chad Pollitt VP of Audience & Co-Founder, Relevance

VP of Audience, Co-founder @chadpollitt
CHAD POLLITT

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

#HubSpotIPS
1 The Content Explosion

#HubSpotIPS Every Minute of Every
Day

#HubSpotIPS - Mashable Every Minute
of Every Day

#HubSpotIPS - Mashable 571 websites
are launched Every Minute of Every Day

#HubSpotIPS - Mashable 571 websites
are launched 350,000 tweets are tweeted Every Minute of Every Day

#HubSpotIPS - Mashable 571 websites
are launched 350,000 tweets are tweeted 48 hours of YouTube videos are uploaded Every Minute of Every Day

#HubSpotIPS

#HubSpotIPS 2.73 million blog posts
are written and published daily The Content Promotion Manifesto Over

#HubSpotIPS Many Verticals are Oversaturated
with Content Already

#HubSpotIPS Great Content Goes Unread
Every Day

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Only 13
Unique
Views

#HubSpotIPS 500% Mark Schaefer, The
Content Code by 2020, the amount of information on the Internet will grow by

#HubSpotIPS How Does That Make
You Feel?

#HubSpotIPS
…Or Maybe
Like This?

#HubSpotIPS
2 The Media Gap

#HubSpotIPS Despite smart phone proliferation,
increased media accessibility, demand and consumption…

#HubSpotIPS Many traditional media outlets
are cutting back

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This seems…

#HubSpotIPS
Counterintuitive
This seems…

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What’s filling the void?

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Blogs

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#HubSpotIPS
Blogs
Social Media

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#HubSpotIPS Blogs Social Media New
Media

#HubSpotIPS

#HubSpotIPS Blogs Social Media New
Media Brands

#HubSpotIPS

#HubSpotIPS Blogs Social Media New
Media Brands Search Engines

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#HubSpotIPS Blogs Social Media New
Media Brands Search Engines Agencies

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#HubSpotIPS
3 Blurred Lines

#HubSpotIPS The media are building
marketing agencies

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#HubSpotIPS Brands are becoming the
media

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#HubSpotIPS
Agencies are becoming publishers

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#HubSpotIPS Search engines are buying
media, too

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4 Broken Promises

#HubSpotIPS Social media and search
engines are breaking their promise to us…

#HubSpotIPS From their inception they’ve
been the main content distribution channels of the Internet

#HubSpotIPS They were the gatekeepers
of the content delivered and consumed online

#HubSpotIPS Facebook’s organic reach is
at 2% and dropping - International Business Times

#HubSpotIPS With other networks following
suit

#HubSpotIPS Year over year search
query growth is on the decline - ComScore

#HubSpotIPS There are only 10
organic positions in most search engine results pages

#HubSpotIPS SEO is not something
you do anymore, it’s what happens when you do everything else right

#HubSpotIPS Search engines aren’t built
to serve up tomorrow’s volume of content

#HubSpotIPS What’s filling the content
distribution void?

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5 The Native Revolution

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#HubSpotIPS

#HubSpotIPS 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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#HubSpotIPS You’re more likely to
survive a plane crash than click on a banner ad Solve Media “

#HubSpotIPS 6.7% of their content
marketing budgets on sponsored content The Content Promotion Manifesto in 2013 brands spent, on average,

#HubSpotIPS

#HubSpotIPS

#HubSpotIPS …Starting To Feel Like
This, Yet?

#HubSpotIPS Sponsored Content Everything a
media buyer or publisher would need to know! bit.ly/guide-to-sponsored-content

#HubSpotIPS Five years ago, no
venture capital investors thought media was a great business Jonah Peretti, BuzzFeed “

#HubSpotIPS Suddenly, the market for
content just opened up. It’s dramatically changed. Sarah Lacy, PandoDaily “

#HubSpotIPS

#HubSpotIPS
Raised Over
$1/2 Billion

#HubSpotIPS Now You Should Feel
Like This

#HubSpotIPS The native landscape is
beginning to take shape

#HubSpotIPS …but who will win
the native race?

#HubSpotIPS Taboola, Outbrain & Adblade
are growing

#HubSpotIPS Facebook, LinkedIn, Twitter, SnapChat,
Tumblr, etc. went native

#HubSpotIPS
AOL owns Gravity

#HubSpotIPS AOL owns Gravity Yahoo
owns Gemini

#HubSpotIPS AOL owns Gravity Yahoo
owns Gemini Rumors of a Yahoo/AOL merger are stronger than ever

#HubSpotIPS Google’s native network is
in private beta

#HubSpotIPS Google’s native network is
in private beta Its network will have content recommendations…

#HubSpotIPS Google’s native network is
in private beta Its network will have content recommendations… …and sponsored articles on blogs and premium publications

#HubSpotIPS The race for native
supremacy has begun…

#HubSpotIPS …and publishers are in
the driver’s seat

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6 The Relevance Story

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#HubSpotIPS

#HubSpotIPS
Over 200 Unique Contributors

#HubSpotIPS Over 200 Unique Contributors
Dozens of Top Experts & Thought Leaders

#HubSpotIPS Over 200 Unique Contributors
Dozens of Top Experts & Thought Leaders Cost of Content = $0.00

#HubSpotIPS 55k Subscribers in Less
than 10 Months

#HubSpotIPS

#HubSpotIPS Did nearly $50k in
sponsorship sales 1st quarter

#HubSpotIPS
With just two people

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How’d we do it?

#HubSpotIPS
Influencer Marketing

#HubSpotIPS
Influencer Marketing
Bylines

#HubSpotIPS Influencer Marketing Bylines Native
Advertising

#HubSpotIPS Influencer Marketing Bylines Native
Advertising Social Media

#HubSpotIPS Influencer Marketing Bylines Native
Advertising Social Media Email Marketing

#HubSpotIPS Influencer Marketing Bylines Native
Advertising Social Media Email Marketing Networking/Speaking

#HubSpotIPS Influencer Marketing Bylines Native
Advertising Social Media Email Marketing Networking/Speaking Luck!?

#HubSpotIPS
Er…Niche Focus 

#HubSpotIPS SPECIAL OFFER Get your
copy for FREE now before it hits Amazon! bit.ly/content-promotion-manifesto

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