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