The Macroconomics of Native Advertising

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

VP of Audience, Co-founder
@chadpollitt
CHAD
POLLITT

Buyers’ Journey / Content Disequilibrium

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

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

Content / Paid Distribution Equilibrium

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

Content / Paid Distribution Disequilibrium

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

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

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

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

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

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

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

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

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