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. 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. It’s at this time when the buyer’s journey, content production and its paid channels of distribution will be in complete equilibrium and consumer’s ZMOT will be optimally satisfied by marketers.

1. The Macroeconomics of
Native Advertising
Chad Pollitt
VP of Audience & Co-Founder
Relevance

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

4. Buyers’ Journey / Content Disequilibrium

5. This disequilibrium gave
rise to present-day content
marketing; forcing content
to align with the buyers’
journey

7. Prior to Google’s ZMOT,
both content production
and paid distribution were
in equilibrium

8. Content / Paid Distribution Equilibrium

10. With the alignment of
content production to the
present-day buyers’
journey, paid distribution
use is in disequilibrium

11. Content / Paid Distribution Disequilibrium

12. There’s a growing gap
between tactics and spend
on paid distribution that
does not reflect the reality
of content mapped to the
buyers’ journey

13. For many industries the
content visibility gap has
been filled with organic
channels and inbound
marketing

14. Inbound Visibility is on the Decline Now
Earned & Owned Content
Promotion
Paid Content Distribution Content Mapped to Buyers’
Journey

15. Earned & Owned Content
Promotion
Paid Content Distribution Content Mapped to Buyers’
Journey
Inbound Visibility is on the Decline Now

16. Earned & Owned Content
Promotion
Paid Content Distribution Content Mapped to Buyers’
Journey
Inbound Visibility is on the Decline Now

17. Earned & Owned Content
Promotion
Paid Content Distribution Content Mapped to Buyers’
Journey
Inbound Visibility is on the Decline Now

18. Organic channels are
being bogged down by the
shear volume of content
being produced and
published everyday

19. Content / Paid Distribution Equilibrium

20. For complete equilibrium
between the buyers’
journey, content and
distribution; tactics/budget
need to be shifted up
funnel to native advertising

21. Complete Equilibrium

22. This model helps top-
funnel content marketers
achieve the visibility
they’re losing on organic
channels

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Getting the Most Out of
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Marketing
bit.ly/content-promotion-manifesto