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The Anatomy of Tomorrow’s
Content Promotion Strategy
Today
Chad Pollitt
VP of Audience, Co-founder
Relevance
Adjunct Professor
Indiana University Kelley School of Business

2. VP of Audience, Co-founder
@chadpollitt
CHAD
POLLITT

3. 1. The Content Explosion
2. Waning Visibility
3. Content Promotion 2.0
4. Blurred Lines
5. How We Broke Through The Noise
Agenda

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1 The Content Explosion

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Every Minute of Every Day

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- Mashable
571 websites are launched
Every Minute of Every Day

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

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

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2.73 millionblog posts are written and
published daily
The Content Promotion Manifesto
Over

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Great Content Goes
Unread Every Day

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Many Verticals are
Oversaturated with
Content Already

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

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How does that
make you
feel?

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2 Waning Visibility

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

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

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They were the gatekeepers of the content delivered and
consumed online

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

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With other networks following suit

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

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

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

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

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What’s filling this void?

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3 Content Promotion 2.0

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38%
of B2B marketers believe they’re
using their content effectively
CMI
only

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“Brands can actually step down content
production and step up distribution
[promotion] to get better results
Ryan Skinner, Forrester

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“Better distribution [promotion] improves
content’s quality, as the feedback cycle
accelerates
Ryan Skinner, Forrester

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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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You’re more likely to SURVIVE A PLANE CRASH
than click on a banner ad
Solve Media
“

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You’re more likely to GET INTO MIT
than click on a banner ad
Solve Media
“

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You’re more likely to COMPLETE NAVY SEAL
TRAINING than click on a banner ad
Solve Media
“

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Taboola, Outbrain & Adblade are growing

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

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AOL owns Gravity

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AOL owns Gravity
Yahoo owns Gemini

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Google’s native network is in private beta

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

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

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

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

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15.2%
of their content marketing budgets
on promotion
The Content Promotion Manifesto
in 2013, on average, brands spent at least

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WHY?

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To Fill the Void

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4 Blurred Lines

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The media are building marketing agencies

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Brands are becoming the media

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Agencies are becoming publishers

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Search engines are buying media, too

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WHY?

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To Acquire, Grow
and/or Persuade
Audiences

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Image credit: juddhelms.com

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CONTENT IS NO LONGER KING
Image credit: juddhelms.com

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CONTENT IS NO LONGER KING
AUDIENCE IS, and he who has access
and can persuade them
Image credit: juddhelms.com

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CONTENT IS NO LONGER KING
AUDIENCE IS, and he who has access
and can persuade them
Holds the KEYS to the KINGDOM
Image credit: juddhelms.com

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5 How We Broke Through
The Noise

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2015 CMAs
• Winner – highest
subscriber growth
• Finalist – best new digital
publication and best new
digital publication design

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60,000+ Subscribers
in 14 Months

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Algorithmically
RANKED 19th
Most Influential
Brand in Content
Marketing

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Algorithmically
RANKED 19th
Most Influential
Brand in Content
Marketing

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Over 200 Unique Contributors

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Over 200 Unique Contributors
Dozens of Top Experts & Thought Leaders

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

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9 Tactical Tots You
Can Put In Your
Marketing Pocket
Today

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Research

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Pop-ups, check boxes & recommended content

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Influencer Marketing

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Earned Media, Bylines

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Earned Media, Bylines

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Native Advertising

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Social Media

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Email Marketing

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Fake it ‘till you make it

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Luck!? Er . . . Niche focus

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101. 1. The amount of content being published on the Internet is growing
everyday
Takeaways

102. 1. The amount of content being published on the Internet is growing
everyday
2. Content visibility on the Internet is declining everyday
Takeaways

103. 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
Takeaways

104. 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
Takeaways

105. 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
Takeaways

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SPECIAL OFFER
Getting the Most Out of
Your Content
Marketing
bit.ly/content-promotion-manifesto