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The Anatomy of Tomorrow's Content Strategy Today #CCDK16

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The Anatomy of Tomorrow's Content Strategy Today #CCDK16

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THIS DECK IS FILLED WITH GIFs. TO VIEW THEM YOU MUST DOWNLOAD AND VIEW IN PRESENTATION MODE: http://bit.ly/1XiGbQv

Native advertising’s place in the macroeconomic landscape of digital content is clear. The pressure for content to align with the buyer’s journey is being felt on the paid content distribution landscape. Ad blocking software is beginning to impact how marketers are buying digital media, too.

We’re still in the infancy of what native will eventually become. However, if these trends continue, it could turn out to be the primary content promotion and distribution tactic of marketers everywhere

THIS DECK IS FILLED WITH GIFs. TO VIEW THEM YOU MUST DOWNLOAD AND VIEW IN PRESENTATION MODE: http://bit.ly/1XiGbQv

Native advertising’s place in the macroeconomic landscape of digital content is clear. The pressure for content to align with the buyer’s journey is being felt on the paid content distribution landscape. Ad blocking software is beginning to impact how marketers are buying digital media, too.

We’re still in the infancy of what native will eventually become. However, if these trends continue, it could turn out to be the primary content promotion and distribution tactic of marketers everywhere

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The Anatomy of Tomorrow's Content Strategy Today #CCDK16

  1. 1. #CCDK16 The Anatomy of Tomorrow’s Content Strategy Today Chad Pollitt VP of Audience & Co-Founder Relevance
  2. 2. VP of Audience, Co-founder @chadpollitt CHAD POLLITT
  3. 3. 1 Problems & Trends 2 Research 3 Promotion 4 Takeaways AGENDA
  4. 4. #CCDK16 1 Problems & Trends
  5. 5. #CCDK16 70% of B2B marketers believe they’re NOT using their content effectively CMI
  6. 6. #CCDK16 Problem 1: Content Surpluses
  7. 7. #CCDK16
  8. 8. #CCDK16 2.73 million blog posts are written and published daily The Content Promotion Manifesto Over
  9. 9. #CCDK16 76% of B2B content marketers are creating more content than a year ago Oracle
  10. 10. #CCDK16 Many Industries are Oversaturated with Content Already
  11. 11. #CCDK16 500% Mark Schaefer, The Content Code by 2020, the amount of information on the Internet will grow by compared to last year
  12. 12. #CCDK16 How Does That Make You Feel?
  13. 13. #CCDK16 Problem 2: Waning Organic Visibility
  14. 14. #CCDK16 Social media and search engines are breaking their promise to us…
  15. 15. #CCDK16 From their inception they’ve been the main content distribution channels of the Internet
  16. 16. #CCDK16 They were the gatekeepers of the content delivered and consumed online
  17. 17. #CCDK16 Facebook’s organic reach is at 2% and dropping - International Business Times
  18. 18. #CCDK16 With other networks following suit
  19. 19. #CCDK16 Year over year search query growth is on the decline - ComScore
  20. 20. #CCDK16 There are only 10 organic positions in most search engine results pages
  21. 21. #CCDK16 SEO is not something you do anymore. It’s what happens when you do everything else right
  22. 22. #CCDK16 Search engines aren’t built to serve up tomorrow’s volume of content
  23. 23. #CCDK16
  24. 24. #CCDK16
  25. 25. #CCDK16 Problem 3: Strategy
  26. 26. #CCDK16 32% of B2B content marketers have a documented strategy CMI only
  27. 27. #CCDK16
  28. 28. #CCDK16 Problem 4: Adoption Curve
  29. 29. #CCDK16
  30. 30. #CCDK16 Don’t Forget Your Promise…
  31. 31. #CCDK16 Problem 5: Budgeting
  32. 32. #CCDK16 2013 US Marketing Budgets Overall Marketing Budget $112.6 100% Content Marketing (Online + Offline) $43.9 39% Content Marketing (Online) $28.2 25% *billions Data from CMI and Custom Content Council
  33. 33. #CCDK16 $300B annually by the year 2019 PQ Media brands are forecasted to spend
  34. 34. #CCDK16 15.2% of their content marketing budgets on promotion The Content Promotion Manifesto in 2013, on average, brands spent at least
  35. 35. #CCDK16 1:5 creation to distribution ratio Ben Young, CEO, Nudge television advertising has a
  36. 36. #CCDK16 Content Promotion Budgets Should Be At Least 1:1
  37. 37. #CCDK16 We Need To Spend More On Promotion
  38. 38. #CCDK16 2 Research
  39. 39. #CCDK16
  40. 40. #CCDK16
  41. 41. #CCDK16 Personas & Buyer’s Journey
  42. 42. #CCDK16 SEO, Architecture & UX Opps
  43. 43. #CCDK16 Content Promotion Opportunities
  44. 44. #CCDK16 Content Marketing Opportunities
  45. 45. #CCDK16 I reference the digital strategy doc Relevance created everyday – it’s beat up and covered with sticky notes. It’s key to communicating trends/concepts with my team and getting buy-in from key stakeholders to implement change. Mike Miclot, VP of Marketing Belden “
  46. 46. #CCDK16 3 Promotion
  47. 47. #CCDK16 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” “
  48. 48. #CCDK16
  49. 49. #CCDK16 Media Relations Influencer Marketing Bylined Articles Earned Syndication
  50. 50. #CCDK16 Media Relations Influencer Marketing Bylined Articles Earned Syndication Sponsored Content Native Advertising Native Social Native Email Press Releases Paid Syndication
  51. 51. #CCDK16 Media Relations Influencer Marketing Bylined Articles Earned Syndication Sponsored Content Native Advertising Native Social Native Email Email Social Media Press Releases Paid Syndication
  52. 52. #CCDK16 Paid Media
  53. 53. #CCDK16
  54. 54. #CCDK16
  55. 55. #CCDK16
  56. 56. #CCDK16
  57. 57. #CCDK16
  58. 58. #CCDK16
  59. 59. #CCDK16
  60. 60. #CCDK16
  61. 61. #CCDK16
  62. 62. #CCDK16
  63. 63. #CCDK16
  64. 64. #CCDK16 6.7% of their content marketing budgets on sponsored content The Content Promotion Manifesto in 2013 brands spent, on average,
  65. 65. #CCDK16
  66. 66. #CCDK16 4 Takeaways
  67. 67. 1. The amount of content being published on the Internet is growing everyday 2. Content visibility on the Internet is declining everyday 3. Earned and paid media promotion is a gateway to other, more robust audiences 4. Native advertising is helping fill the organic visibility gap Takeaways
  68. 68. #CCDK16
  69. 69. #CCDK16 bit.ly/content-promotion-manifestobit.ly/guide-to-sponsored-contentbit.ly/native-advertising-manifesto

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