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