1.
@TwitterHandle • #CMWorld
Paid and Unpaid Content
Promotion and Distribution
That Actually Work
Chad Pollitt
Co-founder, VP of Audience, Relevance
@ChadPollitt
@ChadPollitt • #CMWorld

2.
@TwitterHandle • #CMWorld
Chad Pollitt
Co-founder, VP of Audience
Relevance
@ChadPollitt • #CMWorld

3.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
AGENDA
① Channels of Content Promotion
② Paid Media
③ Native Do’s
④ Unpaid (Earned) Media
@ChadPollitt • #CMWorld

4.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

5.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Research is the
key to building a
successful overall
content strategy
that includes
promotion

6.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
1 Channels of Content Promo
@ChadPollitt • #CMWorld

7.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

8.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Media Relations
Influencer Marketing
Bylined Articles
Earned Syndication

9.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Media Relations
Influencer Marketing
Bylined Articles
Earned Syndication Sponsored Content
Programmatic Native
Native Social
Native Email
Press Releases
Paid Syndication

10.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Media Relations
Influencer Marketing
Bylined Articles
Earned Syndication Sponsored Content
Programmatic Native
Native Social
Native Email
Email
Social Media
Press Releases
Paid Syndication

11.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

12.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Don’t Forget
Your Promise…

13.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
2 Paid Media
@ChadPollitt • #CMWorld

14.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
1:5
creation to distribution ratio
Ben Young, CEO, Nudge
television advertising has a

15.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

16.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
DENIAL
ANGER
BARGAINING
DEPRESSION
ACCEPTANCE

17.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
DENIAL
ANGER
BARGAINING
DEPRESSION
ACCEPTANCE

18.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

19.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

20.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Image credit: Storygize

21.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Image credit: Storygize

22.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

23.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

24.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Agency/Brand
Native 1.0: Many Point Solutions
Inspired by: inPowered

25.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Native 2.0: Single Platform/Programmatic
@ChadPollitt • #CMWorld
Managed Services Technology
Agency/Brand
Image credit: inPowered

26.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Agency/Brand
Native 2.0: Single Platform/Programmatic
Inspired by: inPowered

27.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native 2.0: Sponsored Content
Managed Services Technology
Agency/Brand
Inspired by: inPowered

28.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native 2.0: Sponsored Content
Agency/Brand
Inspired by: inPowered

29.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
$59Bon native advertising annually
by the year 2018
Adyoulike
brands are forecasted to spend over

30.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
3 Native Do’s
@ChadPollitt • #CMWorld

31.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Do’s
1. Target wisely

32.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Context
Audience
Day-Parting
Device Type
Geo-Location
Weather

33.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
32 years old
Lives in New York City
Interested in: bath time
SUGGESTED BID:
$0.01-$0.03
32 years old
Lives in New York City
Interested in: first-time moms
SUGGESTED BID:
$0.38-$0.72
Image credit: Keywee

34.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Audience Score
Teething 0.056
midwife 0.038
afternoon nap 0.036
Toddler bed 0.036
pediatrician 0.026
Peppa Pig 0.024
Funnel cake 0.024
bath time 0.023
greys anatomy 0.018
Audience Score
Baby teeth 0.046
Toddlers 0.037
Soccer mom 0.034
Sponge Bob 0.026
Image credit: Keywee

35.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Peppa Pig: $0.03
bath time: $0.01
teething: $0.04
Image credit: Keywee

36.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Do’s
1. Target wisely
2. Write logical and attainable goals

37.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Share of Voice
Brand Awareness
Conversions
Subscribers, Inquiries, Leads

38.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Do’s
1. Target wisely
2. Write logical and attainable goals
3. Measure what matters

39.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

40.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors
Facebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead
Facebook $1.10 1 $613.04 3 $204.35
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24
@ChadPollitt • #CMWorld

41.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors
Facebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead
Facebook $1.10 1 $613.04 3 $20,435.00
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24

42.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors
Facebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead
Facebook $1.10 1 $613.04 3 $20,435.00
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24

43.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors
Facebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead
Facebook $1.10 1 $613.04 3 $20,435.00
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24

44.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors
Facebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead
Facebook $1.10 1 $613.04 3 $20,435.00
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24

45.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors
Facebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead
Facebook $1.10 1 $613.04 3 $204.35
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24
@ChadPollitt • #CMWorld

46.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors
Facebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead
Facebook $1.10 1 $613.04 3 $204.35
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24
@ChadPollitt • #CMWorld

47.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors
Facebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead
Facebook $1.10 1 $613.04 3 $204.35
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24
@ChadPollitt • #CMWorld

48.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors
Facebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead
Facebook $1.10 1 $613.04 3 $204.35
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24
@ChadPollitt • #CMWorld

49.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors
Facebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead
Facebook $1.10 1 $613.04 3 $204.35
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24
@ChadPollitt • #CMWorld

50.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors
Facebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead
Facebook $1.10 1 $613.04 3 $204.35
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24

51.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Lessons
1. Native social media is not a cost-effective channel to
promote all of your content at scale.

52.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Lessons
1. Native social media is not a cost-effective channel to
promote all of your content at scale.
2. Programmatic native ad units are.

53.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Lessons
1. Native social media is not a cost-effective channel to
promote all of your content at scale.
2. Programmatic native ad units are.
3. Use native social media with only your best
performing content.

54.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Do’s
1. Target wisely
2. Write logical and attainable goals
3. Measure what matters
4. Be careful with terminology

55.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
1/16th
of the actions you pay for on
social media
Keywee
website traffic can be as little as

56.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Do’s
1. Target wisely
2. Write logical and attainable goals
3. Measure what matters
4. Be careful with terminology
5. Do experiment

57.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
nothing
for likes, shares, clicks,
follows, favorites, etc.
Larry Kim, Founder, Wordstream
shared sponsored social
media posts cost

58.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Do’s
1. Target wisely
2. Write logical and attainable goals
3. Measure what matters
4. Be careful with terminology
5. Do experiment
6. Pay attention to creative

59.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Image credit: Storygize

60.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
4 Unpaid (Earned) Media
@ChadPollitt • #CMWorld

61.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
800+ incremental leads
in 14 days from one
mention on Inc.com

62.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
How Rodon
Beats Chinese
Pricing

63.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
The Rodon
Group
Earned coverage from
virtually every major
media outlet
“Cheaper than China” Ebook

64.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
The Rodon
Group
…BECAUSE of
an in-person
endorsement
from the POTUS

65.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Great content, influencer marketing and coverage

66.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
The Greatest
Hoodie Ever
Made

67.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
American
Giant
Earned coverage from
Slate.com and Esquire

68.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
15 to 20x
increase in production and still
barely met demand
Inc.com
forced a

69.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
American
Giant
Very difficult to
get media coverage
for a product, but
Bayard Winthrop
pulled it off

70.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Great product and
story with media
outreach

71.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Content promotion
that drove eight-
digits of incremental
revenue

72.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Teradata
Earned coverage
from 46 media
outlets and trade
publications
“Big Data Marketing Hero”
Ebook

73.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Over 3 million media impressions
25% landing page conversion rate
30 global brand prospect meetings

74.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Teradata
A researched-
backed owned, paid
and earned media
blitz drove 36x
return on investment

75.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Great research, content,
media outreach
and amplification

76.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
5 Takeaways
@ChadPollitt • #CMWorld

77.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
TAKEAWAYS
① Converging the owned, earned and paid media channels
is the most impactful promotion strategy
@ChadPollitt • #CMWorld

78.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
TAKEAWAYS
① Converging the owned, earned and paid media channels
is the most impactful promotion strategy
② Third parties (managed services technology) provide
more scale for native advertising efforts
@ChadPollitt • #CMWorld

79.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
TAKEAWAYS
① Converging the owned, earned and paid media channels
is the most impactful promotion strategy
② Third parties (managed services technology) provide
more scale for native advertising efforts
③ Research, target wisely, set goals, measure what matters,
watch terminology, experiment, and don’t forget creative
@ChadPollitt • #CMWorld

80.
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
TAKEAWAYS
① Converging the owned, earned and paid media channels
is the most impactful promotion strategy
② Third parties (managed services technology) provide
more scale for native advertising efforts
③ Research, target wisely, set goals, measure what matters,
watch terminology, experiment, and don’t forget creative
④ Great content with media/influencer outreach is a recipe
for success
@ChadPollitt • #CMWorld

81.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

82.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Special Offer
Getting the Most Out of
Your Content Marketing
Using Paid Media
bit.ly/native-advertising-manifesto