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The Line Between Media and Brands is Blurring Fast

Chad Pollitt VP of Audience & Co-Founder, Relevance

@chadpollitt

Founder, President

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

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1 The Content Explosion

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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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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

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

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

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 Bylines

Native Advertising Social Media

Email Marketing Networking/Speaking

Luck!?

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Er…Niche Focus J

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bit.ly/content-promotion-manifesto