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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.
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
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
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
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”
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
56. in 2013 brands spent, on average, at least
15.2%
of their content marketing budgets
on promotion
The Content Promotion Manifesto
@ChadPollitt • #CMWorld
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
82. 2015 CMAs
• Winner – highest
subscriber growth
• Finalist – best new digital
publication and best new
digital publication design
@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