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Advanced Content Promotion Techniques (Paid & Unpaid) #CMWorld

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This presentation lays a foundation for content marketers to have successful and profitable campaigns in a short amount of time, while simultaneously building a lasting audience. It looks at cutting-edge ways to create scale by converging owned, earned and paid media for content promotion.

Published in: Marketing
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Advanced Content Promotion Techniques (Paid & Unpaid) #CMWorld

  1. Advanced Content Promotion Techniques (Paid & Unpaid) Chad Pollitt VP of Audience, Co-Founder Relevance Adjunct Professor Indiana University Kelley School of Business @ChadPollitt • #CMWorld
  2. CHAD POLLITT VP of Audience, Co-founder Relevance @ChadPollitt • #CMWorld
  3. 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
  4. 1 The Content Explosion @ChadPollitt • #CMWorld
  5. @ChadPollitt • #CMWorld
  6. @ChadPollitt • #CMWorld Every Minute of Every Day
  7. @ChadPollitt • #CMWorld 571 websites are launched Every Minute of Every Day - Mashable
  8. @ChadPollitt • #CMWorld - Mashable 571 websites are launched 350,000 tweets are tweeted Every Minute of Every Day
  9. @ChadPollitt • #CMWorld 571 websites are launched 350,000 tweets are tweeted 48 hours of YouTube videos are uploaded Every Minute of Every Day - Mashable
  10. @ChadPollitt • #CMWorld
  11. over 2.73 million blog posts are written and published daily The Content Promotion Manifesto @ChadPollitt • #CMWorld
  12. GREAT CONTENT GOES UNREAD EVERY DAY @ChadPollitt • #CMWorld
  13. Many Verticals are Oversaturated with Content Already @ChadPollitt • #CMWorld
  14. by 2020, the amount of information on the Internet will grow by 500% Mark Schaefer, The Content Code @ChadPollitt • #CMWorld
  15. How does that make you feel? @ChadPollitt • #CMWorld
  16. @ChadPollitt • #CMWorld
  17. 2 Waning Visibility @ChadPollitt • #CMWorld
  18. @ChadPollitt • #CMWorld Social media and search engines are breaking their promise to us…
  19. @ChadPollitt • #CMWorld From their inception they’ve been the main content distribution channels of the Internet
  20. @ChadPollitt • #CMWorld They were the gatekeepers of the content delivered and consumed online
  21. @ChadPollitt • #CMWorld Facebook’s organic reach is at 2% and dropping - International Business Times
  22. @ChadPollitt • #CMWorld With other networks following suit
  23. @ChadPollitt • #CMWorld
  24. @ChadPollitt • #CMWorld Year over year search query growth is on the decline - ComScore
  25. @ChadPollitt • #CMWorld There are only 10 organic positions in most search engine results pages
  26. @ChadPollitt • #CMWorld SEO is not something you do anymore, it’s what happens when you do everything else right
  27. @ChadPollitt • #CMWorld Search engines aren’t built to serve up tomorrow’s volume of content
  28. @ChadPollitt • #CMWorld
  29. @ChadPollitt • #CMWorld What’s filling this void?
  30. 3 Content Promotion 2.0 @ChadPollitt • #CMWorld
  31. only 38% of B2B marketers believe they’re using their content effectively CMI @ChadPollitt • #CMWorld
  32. @ChadPollitt • #CMWorld “Brands can actually step down content production and step up distribution [promotion] to get better results Ryan Skinner, Forrester
  33. @ChadPollitt • #CMWorld “Better distribution [promotion] improves content’s quality, as the feedback cycle accelerates Ryan Skinner, Forrester
  34. @ChadPollitt • #CMWorld
  35. @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”
  36. @ChadPollitt • #CMWorld
  37. @ChadPollitt • #CMWorld “You’re more likely to SURVIVE A PLANE CRASH than click on a banner ad Solve Media
  38. @ChadPollitt • #CMWorld “You’re more likely to GET INTO MIT than click on a banner ad Solve Media
  39. @ChadPollitt • #CMWorld “You’re more likely to COMPLETE NAVY SEAL TRAINING than click on a banner ad Solve Media
  40. @ChadPollitt • #CMWorld
  41. @ChadPollitt • #CMWorld
  42. @ChadPollitt • #CMWorld
  43. @ChadPollitt • #CMWorld
  44. @ChadPollitt • #CMWorld Taboola, Outbrain & Adblade are growing
  45. @ChadPollitt • #CMWorld Facebook, LinkedIn, Twitter, SnapChat, Tumblr, etc. went native
  46. @ChadPollitt • #CMWorld AOL owns Gravity
  47. @ChadPollitt • #CMWorld AOL owns Gravity Yahoo owns Gemini
  48. @ChadPollitt • #CMWorld Google’s native network is in private beta
  49. @ChadPollitt • #CMWorld Google’s native network is in private beta Its network will have content recommendations…
  50. @ChadPollitt • #CMWorld Google’s native network is in private beta Its network will have content recommendations… …and sponsored articles on blogs and premium publications
  51. in 2013 brands spent, on average, 6.7% of their content marketing budgets on sponsored content The Content Promotion Manifesto @ChadPollitt • #CMWorld
  52. @ChadPollitt • #CMWorld
  53. @ChadPollitt • #CMWorld
  54. Sponsored Content Everything a media buyer or publisher would need to know! @ChadPollitt • #CMWorld bit.ly/guide-to-sponsored-content
  55. @ChadPollitt • #CMWorld
  56. in 2013 brands spent, on average, at least 15.2% of their content marketing budgets on promotion The Content Promotion Manifesto @ChadPollitt • #CMWorld
  57. WHY? @ChadPollitt • #CMWorld
  58. To Fill the Void @ChadPollitt • #CMWorld
  59. 4 Blurred Lines @ChadPollitt • #CMWorld
  60. @ChadPollitt • #CMWorld
  61. @ChadPollitt • #CMWorld The media are building marketing agencies
  62. @ChadPollitt • #CMWorld
  63. @ChadPollitt • #CMWorld Brands are becoming the media
  64. @ChadPollitt • #CMWorld
  65. @ChadPollitt • #CMWorld Agencies are becoming publishers
  66. @ChadPollitt • #CMWorld
  67. @ChadPollitt • #CMWorld Search engines are buying media, too
  68. @ChadPollitt • #CMWorld
  69. WHY? @ChadPollitt • #CMWorld
  70. To Acquire, Grow and/or Persuade Audiences @ChadPollitt • #CMWorld
  71. @ChadPollitt • #CMWorld Image credit: juddhelms.com
  72. @ChadPollitt • #CMWorld Image credit: juddhelms.com CONTENT IS NO LONGER KING
  73. @ChadPollitt • #CMWorld Image credit: juddhelms.com CONTENT IS NO LONGER KING AUDIENCE IS, and he who has access and can persuade them
  74. @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
  75. 5 How We Broke Through The Noise @ChadPollitt • #CMWorld
  76. @ChadPollitt • #CMWorld
  77. @ChadPollitt • #CMWorld
  78. @ChadPollitt • #CMWorld
  79. @ChadPollitt • #CMWorld
  80. @ChadPollitt • #CMWorld
  81. @ChadPollitt • #CMWorld
  82. 2015 CMAs • Winner – highest subscriber growth • Finalist – best new digital publication and best new digital publication design @ChadPollitt • #CMWorld
  83. 60,000+ Subscribers in 14 Months @ChadPollitt • #CMWorld
  84. Algorithmically RANKED 19th Most Influential Brand in Content Marketing @ChadPollitt • #CMWorld
  85. Algorithmically RANKED 19th Most Influential Brand in Content Marketing @ChadPollitt • #CMWorld
  86. @ChadPollitt • #CMWorld Over 200 Unique Contributors
  87. @ChadPollitt • #CMWorld Over 200 Unique Contributors Dozens of Top Experts & Thought Leaders
  88. @ChadPollitt • #CMWorld Over 200 Unique Contributors Dozens of Top Experts & Thought Leaders Cost of Content = $0.00
  89. 9 Tactical Tots You Can Put In Your Marketing Pocket Today @ChadPollitt • #CMWorld
  90. @ChadPollitt • #CMWorld Research
  91. @ChadPollitt • #CMWorld Pop-ups, check boxes & recommended content
  92. @ChadPollitt • #CMWorld Influencer Marketing
  93. @ChadPollitt • #CMWorld Earned Media, Bylines
  94. @ChadPollitt • #CMWorld Earned Media, Bylines
  95. @ChadPollitt • #CMWorld Native Advertising
  96. @ChadPollitt • #CMWorld Social Media
  97. @ChadPollitt • #CMWorld Email Marketing
  98. @ChadPollitt • #CMWorld Fake it ‘till you make it
  99. @ChadPollitt • #CMWorld Luck!? Er. . . Niche focus
  100. @ChadPollitt • #CMWorld
  101. TAKEAWAYS ① The amount of content being published on the Internet is growing everyday @ChadPollitt • #CMWorld
  102. 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
  103. 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
  104. 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
  105. 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
  106. @ChadPollitt • #CMWorld
  107. Special Offer Getting the Most Out of Your Content Marketing @ChadPollitt • #CMWorld bit.ly/content-promotion-manifesto

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