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#HubSpotIPS
The Line Between Media &
Brands is Blurring Fast
Chad Pollitt
VP of Audience & Co-Founder,
Relevance
VP of Audience, Co-founder
@chadpollitt
CHAD
POLLITT
1 The Content Explosion
2 The Media Gap
3 Blurred Lines – Media, Brands, Agencies, Social
4 Search & Social aren’t Fulfilling their Promise
5 The Native Revolution
6 The Relevance Story
AGENDA
#HubSpotIPS
1 The Content Explosion
#HubSpotIPS
Every Minute of Every Day
#HubSpotIPS
- Mashable
Every Minute of Every Day
#HubSpotIPS
- Mashable
571 websites are launched
Every Minute of Every Day
#HubSpotIPS
- Mashable
571 websites are launched
350,000 tweets are tweeted
Every Minute of Every Day
#HubSpotIPS
- Mashable
571 websites are launched
350,000 tweets are tweeted
48 hours of YouTube videos are uploaded
Every Minute of Every Day
#HubSpotIPS
#HubSpotIPS
2.73 million
blog posts are written and
published daily
The Content Promotion Manifesto
Over
#HubSpotIPS
Many Verticals are
Oversaturated with
Content Already
#HubSpotIPS
Great Content Goes
Unread Every Day
#HubSpotIPS
Only 13
Unique
Views
#HubSpotIPS
500%
Mark Schaefer, The Content Code
by 2020, the amount of information
on the Internet will grow by
#HubSpotIPS
How Does
That Make
You Feel?
#HubSpotIPS
…Or Maybe
Like This?
#HubSpotIPS
2 The Media Gap
#HubSpotIPS
Despite smart phone proliferation, increased
media accessibility, demand and consumption…
#HubSpotIPS
Many traditional media
outlets are cutting back
#HubSpotIPS
This seems…
#HubSpotIPS
Counterintuitive
This seems…
#HubSpotIPS
What’s filling the void?
#HubSpotIPS
Blogs
#HubSpotIPS
#HubSpotIPS
Blogs
Social Media
#HubSpotIPS
#HubSpotIPS
Blogs
Social Media
New Media
#HubSpotIPS
#HubSpotIPS
Blogs
Social Media
New Media
Brands
#HubSpotIPS
#HubSpotIPS
Blogs
Social Media
New Media
Brands
Search Engines
#HubSpotIPS
#HubSpotIPS
Blogs
Social Media
New Media
Brands
Search Engines
Agencies
#HubSpotIPS
#HubSpotIPS
3 Blurred Lines
#HubSpotIPS
The media are building marketing agencies
#HubSpotIPS
#HubSpotIPS
Brands are becoming the media
#HubSpotIPS
#HubSpotIPS
Agencies are becoming publishers
#HubSpotIPS
#HubSpotIPS
Search engines are buying media, too
#HubSpotIPS
#HubSpotIPS
4 Broken Promises
#HubSpotIPS
Social media and search engines are breaking
their promise to us…
#HubSpotIPS
From their inception they’ve been the main content
distribution channels of the Internet
#HubSpotIPS
They were the gatekeepers of the content delivered and
consumed online
#HubSpotIPS
Facebook’s organic reach is at 2% and dropping
- International Business Times
#HubSpotIPS
With other networks following suit
#HubSpotIPS
Year over year search query growth
is on the decline
- ComScore
#HubSpotIPS
There are only 10 organic positions
in most search engine results pages
#HubSpotIPS
SEO is not something you do anymore, it’s what
happens when you do everything else right
#HubSpotIPS
Search engines aren’t built to serve up
tomorrow’s volume of content
#HubSpotIPS
What’s filling the content
distribution void?
#HubSpotIPS
5 The Native Revolution
#HubSpotIPS
#HubSpotIPS
#HubSpotIPS
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”
“
#HubSpotIPS
#HubSpotIPS
You’re more likely to survive a plane
crash than click on a banner ad
Solve Media
“
#HubSpotIPS
6.7%
of their content marketing budgets
on sponsored content
The Content Promotion Manifesto
in 2013 brands spent, on average,
#HubSpotIPS
#HubSpotIPS
#HubSpotIPS
…Starting To
Feel Like
This, Yet?
#HubSpotIPS
Sponsored Content
Everything a media buyer
or publisher would
need to know!
bit.ly/guide-to-sponsored-content
#HubSpotIPS
Five years ago, no venture capital
investors thought media was a great
business Jonah Peretti, BuzzFeed
“
#HubSpotIPS
Suddenly, the market for content just
opened up. It’s dramatically changed.
Sarah Lacy, PandoDaily
“
#HubSpotIPS
#HubSpotIPS
Raised Over
$1/2 Billion
#HubSpotIPS
Now You
Should Feel
Like This
#HubSpotIPS
The native landscape is beginning to take shape
#HubSpotIPS
…but who will win the native race?
#HubSpotIPS
Taboola, Outbrain & Adblade are growing
#HubSpotIPS
Facebook, LinkedIn, Twitter, SnapChat,
Tumblr, etc. went native
#HubSpotIPS
AOL owns Gravity
#HubSpotIPS
AOL owns Gravity
Yahoo owns Gemini
#HubSpotIPS
AOL owns Gravity
Yahoo owns Gemini
Rumors of a Yahoo/AOL merger are stronger than ever
#HubSpotIPS
Google’s native network is in private beta
#HubSpotIPS
Google’s native network is in private beta
Its network will have content recommendations…
#HubSpotIPS
Google’s native network is in private beta
Its network will have content recommendations…
…and sponsored articles on blogs
and premium publications
#HubSpotIPS
The race for native supremacy has begun…
#HubSpotIPS
…and publishers are in the driver’s seat
#HubSpotIPS
6 The Relevance Story
#HubSpotIPS
#HubSpotIPS
#HubSpotIPS
Over 200 Unique Contributors
#HubSpotIPS
Over 200 Unique Contributors
Dozens of Top Experts & Thought Leaders
#HubSpotIPS
Over 200 Unique Contributors
Dozens of Top Experts & Thought Leaders
Cost of Content = $0.00
#HubSpotIPS
55k Subscribers in Less than 10 Months
#HubSpotIPS
#HubSpotIPS
Did nearly $50k in sponsorship sales 1st quarter
#HubSpotIPS
With just two people
#HubSpotIPS
How’d we do it?
#HubSpotIPS
Influencer Marketing
#HubSpotIPS
Influencer Marketing
Bylines
#HubSpotIPS
Influencer Marketing
Bylines
Native Advertising
#HubSpotIPS
Influencer Marketing
Bylines
Native Advertising
Social Media
#HubSpotIPS
Influencer Marketing
Bylines
Native Advertising
Social Media
Email Marketing
#HubSpotIPS
Influencer Marketing
Bylines
Native Advertising
Social Media
Email Marketing
Networking/Speaking
#HubSpotIPS
Influencer Marketing
Bylines
Native Advertising
Social Media
Email Marketing
Networking/Speaking
Luck!?
#HubSpotIPS
Er…Niche Focus 
#HubSpotIPS
SPECIAL OFFER
Get your copy for FREE
now before it hits
Amazon!
bit.ly/content-promotion-manifesto
#HubSpotIPS
?’s

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The Line Between Media & Brands is Blurring Fast

Editor's Notes

  1. Bio slide 2