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The Anatomy of Tomorrow’s
Content Strategy Today
Chad Pollitt
VP of Audience & Co-Founder
Relevance

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VP of Audience, Co-founder
@chadpollitt
CHAD
POLLITT

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1 Problems & Trends
2 Research
3 Promotion
4 Takeaways
AGENDA

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1 Problems & Trends

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70%
of B2B marketers believe they’re
NOT using their content effectively
CMI

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Problem 1:
Content Surpluses

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

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76%
of B2B content marketers are creating
more content than a year ago
Oracle

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Many Industries 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
compared to last year

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How Does
That Make
You Feel?

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Problem 2:
Waning Organic
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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Problem 3:
Strategy

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32%
of B2B content marketers have a
documented strategy
CMI
only

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Problem 4:
Adoption Curve

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Don’t Forget
Your Promise…

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Problem 5:
Budgeting

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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

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$300B
annually by the year 2019
PQ Media
brands are forecasted to spend

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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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1:5
creation to distribution ratio
Ben Young, CEO, Nudge
television advertising has a

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Content Promotion
Budgets Should Be
At Least 1:1

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We Need To
Spend More
On Promotion

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2 Research

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Personas &
Buyer’s Journey

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SEO,
Architecture &
UX Opps

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Content
Promotion
Opportunities

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Content
Marketing
Opportunities

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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
“

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3 Promotion

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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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Media Relations
Influencer Marketing
Bylined Articles
Earned Syndication

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Media Relations
Influencer Marketing
Bylined Articles
Earned Syndication Sponsored Content
Native Advertising
Native Social
Native Email
Press Releases
Paid Syndication

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Media Relations
Influencer Marketing
Bylined Articles
Earned Syndication Sponsored Content
Native Advertising
Native Social
Native Email
Email
Social Media
Press Releases
Paid Syndication

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Paid Media

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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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4 Takeaways

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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

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bit.ly/content-promotion-manifestobit.ly/guide-to-sponsored-contentbit.ly/native-advertising-manifesto