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The Line Between Media & Brands is Blurring Fast

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The Line Between Media & Brands is Blurring Fast Chad Pollitt VP of Audience & Co-Founder, Relevance


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VP of Audience, Co-founder @chadpollitt CHAD POLLITT


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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


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1 The Content Explosion


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Every Minute of Every Day


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- Mashable Every Minute of Every Day


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- Mashable 571 websites are launched Every Minute of Every Day


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- Mashable 571 websites are launched 350,000 tweets are tweeted Every Minute of Every Day


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- Mashable 571 websites are launched 350,000 tweets are tweeted 48 hours of YouTube videos are uploaded Every Minute of Every Day


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


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Many Verticals are Oversaturated with Content Already


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Great Content Goes Unread Every Day


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Only 13 Unique Views


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500% Mark Schaefer, The Content Code by 2020, the amount of information on the Internet will grow by


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How Does That Make You Feel?


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…Or Maybe Like This?


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2 The Media Gap


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Despite smart phone proliferation, increased media accessibility, demand and consumption…


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Many traditional media outlets are cutting back


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This seems…


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Counterintuitive This seems…


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What’s filling the void?


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Blogs


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Blogs Social Media


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Blogs Social Media New Media


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Blogs Social Media New Media Brands


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Blogs Social Media New Media Brands Search Engines


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Blogs Social Media New Media Brands Search Engines Agencies


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3 Blurred Lines


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The media are building marketing agencies


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Brands are becoming the media


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Agencies are becoming publishers


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Search engines are buying media, too


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4 Broken Promises


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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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What’s filling the content distribution void?


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5 The Native Revolution


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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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You’re more likely to survive a plane crash than click on a banner ad Solve 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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…Starting To Feel Like This, Yet?


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Sponsored Content Everything a media buyer or publisher would need to know! bit.ly/guide-to-sponsored-content


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Five years ago, no venture capital investors thought media was a great business Jonah Peretti, BuzzFeed “


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Suddenly, the market for content just opened up. It’s dramatically changed. Sarah Lacy, PandoDaily “


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Raised Over $1/2 Billion


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Now You Should Feel Like This


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The native landscape is beginning to take shape


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…but who will win the native race?


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Taboola, Outbrain & Adblade are growing


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Facebook, LinkedIn, Twitter, SnapChat, Tumblr, etc. went native


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AOL owns Gravity


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AOL owns Gravity Yahoo owns Gemini


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AOL owns Gravity Yahoo owns Gemini Rumors of a Yahoo/AOL merger are stronger than ever


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Google’s native network is in private beta


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Google’s native network is in private beta Its network will have content recommendations…


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Google’s native network is in private beta Its network will have content recommendations… …and sponsored articles on blogs and premium publications


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The race for native supremacy has begun…


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…and publishers are in the driver’s seat


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6 The Relevance Story


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Over 200 Unique Contributors


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Over 200 Unique Contributors Dozens of Top Experts & Thought Leaders


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Over 200 Unique Contributors Dozens of Top Experts & Thought Leaders Cost of Content = $0.00


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55k Subscribers in Less than 10 Months


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Did nearly $50k in sponsorship sales 1st quarter


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With just two people


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How’d we do it?


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Influencer Marketing


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Influencer Marketing Bylines


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Influencer Marketing Bylines Native Advertising


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Influencer Marketing Bylines Native Advertising Social Media


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Influencer Marketing Bylines Native Advertising Social Media Email Marketing


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Influencer Marketing Bylines Native Advertising Social Media Email Marketing Networking/Speaking


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Influencer Marketing Bylines Native Advertising Social Media Email Marketing Networking/Speaking Luck!?


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Er…Niche Focus ?


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SPECIAL OFFER Get your copy for FREE now before it hits Amazon! bit.ly/content-promotion-manifesto


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