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Chad Pollitt - The Anatomy of Tomorrow

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INBOUND 2015

Publié dans : Marketing

Chad Pollitt - The Anatomy of Tomorrow

  1. 1. INBOUND15 The Anatomy of Tomorrow’s Content Promotion Strategy Today Chad Pollitt VP of Audience, Co-founder Relevance
  2. 2. VP of Audience, Co-founder @chadpollitt CHAD POLLITT
  3. 3. 1. The Content Explosion 2. Waning Visibility 3. Content Promotion 2.0 4. Blurred Lines 5. How We Broke Through The Noise Agenda
  4. 4. INBOUND15 1 The Content Explosion
  5. 5. INBOUND15
  6. 6. INBOUND15 Every Minute of Every Day
  7. 7. INBOUND15 - Mashable 571 websites are launched Every Minute of Every Day
  8. 8. INBOUND15 - Mashable 571 websites are launched 350,000 tweets are tweeted Every Minute of Every Day
  9. 9. INBOUND15 - Mashable 571 websites are launched 350,000 tweets are tweeted 48 hours of YouTube videos are uploaded Every Minute of Every Day
  10. 10. INBOUND15
  11. 11. INBOUND15 2.73 millionblog posts are written and published daily The Content Promotion Manifesto Over
  12. 12. INBOUND15 Great Content Goes Unread Every Day
  13. 13. INBOUND15 Many Verticals are Oversaturated with Content Already
  14. 14. INBOUND15 500% Mark Schaefer, The Content Code by 2020, the amount of information on the Internet will grow by
  15. 15. INBOUND15 How does that make you feel?
  16. 16. INBOUND15
  17. 17. INBOUND15 2 Waning Visibility
  18. 18. INBOUND15 Social media and search engines are breaking their promise to us…
  19. 19. INBOUND15 From their inception they’ve been the main content distribution channels of the Internet
  20. 20. INBOUND15 They were the gatekeepers of the content delivered and consumed online
  21. 21. INBOUND15 Facebook’s organic reach is at 2% and dropping - International Business Times
  22. 22. INBOUND15 With other networks following suit
  23. 23. INBOUND15
  24. 24. INBOUND15 Year over year search query growth is on the decline - ComScore
  25. 25. INBOUND15 There are only 10 organic positions in most search engine results pages
  26. 26. INBOUND15 SEO is not something you do anymore, it’s what happens when you do everything else right
  27. 27. INBOUND15 Search engines aren’t built to serve up tomorrow’s volume of content
  28. 28. INBOUND15
  29. 29. INBOUND15 What’s filling this void?
  30. 30. INBOUND15 3 Content Promotion 2.0
  31. 31. INBOUND15 38% of B2B marketers believe they’re using their content effectively CMI only
  32. 32. INBOUND15 “Brands can actually step down content production and step up distribution [promotion] to get better results Ryan Skinner, Forrester
  33. 33. INBOUND15 “Better distribution [promotion] improves content’s quality, as the feedback cycle accelerates Ryan Skinner, Forrester
  34. 34. INBOUND15
  35. 35. INBOUND15 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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  37. 37. INBOUND15 You’re more likely to SURVIVE A PLANE CRASH than click on a banner ad Solve Media “
  38. 38. INBOUND15 You’re more likely to GET INTO MIT than click on a banner ad Solve Media “
  39. 39. INBOUND15 You’re more likely to COMPLETE NAVY SEAL TRAINING than click on a banner ad Solve Media “
  40. 40. INBOUND15
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  43. 43. INBOUND15
  44. 44. INBOUND15 Taboola, Outbrain & Adblade are growing
  45. 45. INBOUND15 Facebook, LinkedIn, Twitter, SnapChat, Tumblr, etc. went native
  46. 46. INBOUND15 AOL owns Gravity
  47. 47. INBOUND15 AOL owns Gravity Yahoo owns Gemini
  48. 48. INBOUND15 Google’s native network is in private beta
  49. 49. INBOUND15 Google’s native network is in private beta Its network will have content recommendations…
  50. 50. INBOUND15 Google’s native network is in private beta Its network will have content recommendations… …and sponsored articles on blogs and premium publications
  51. 51. INBOUND15 6.7% of their content marketing budgets on sponsored content The Content Promotion Manifesto in 2013 brands spent, on average,
  52. 52. INBOUND15
  53. 53. INBOUND15
  54. 54. INBOUND15 Sponsored Content Everything a media buyer or publisher would need to know! bit.ly/guide-to-sponsored-content
  55. 55. INBOUND15
  56. 56. INBOUND15 15.2% of their content marketing budgets on promotion The Content Promotion Manifesto in 2013, on average, brands spent at least
  57. 57. INBOUND15 WHY?
  58. 58. INBOUND15 To Fill the Void
  59. 59. INBOUND15 4 Blurred Lines
  60. 60. INBOUND15
  61. 61. INBOUND15 The media are building marketing agencies
  62. 62. INBOUND15
  63. 63. INBOUND15 Brands are becoming the media
  64. 64. INBOUND15
  65. 65. INBOUND15 Agencies are becoming publishers
  66. 66. INBOUND15
  67. 67. INBOUND15 Search engines are buying media, too
  68. 68. INBOUND15
  69. 69. INBOUND15 WHY?
  70. 70. INBOUND15 To Acquire, Grow and/or Persuade Audiences
  71. 71. INBOUND15 Image credit: juddhelms.com
  72. 72. INBOUND15 CONTENT IS NO LONGER KING Image credit: juddhelms.com
  73. 73. INBOUND15 CONTENT IS NO LONGER KING AUDIENCE IS, and he who has access and can persuade them Image credit: juddhelms.com
  74. 74. INBOUND15 CONTENT IS NO LONGER KING AUDIENCE IS, and he who has access and can persuade them Holds the KEYS to the KINGDOM Image credit: juddhelms.com
  75. 75. INBOUND15 5 How We Broke Through The Noise
  76. 76. INBOUND15
  77. 77. INBOUND15
  78. 78. INBOUND15
  79. 79. INBOUND15
  80. 80. INBOUND15
  81. 81. INBOUND15
  82. 82. INBOUND15 2015 CMAs • Winner – highest subscriber growth • Finalist – best new digital publication and best new digital publication design
  83. 83. INBOUND15 60,000+ Subscribers in 14 Months
  84. 84. INBOUND15 Algorithmically RANKED 19th Most Influential Brand in Content Marketing
  85. 85. INBOUND15 Algorithmically RANKED 19th Most Influential Brand in Content Marketing
  86. 86. INBOUND15 Over 200 Unique Contributors
  87. 87. INBOUND15 Over 200 Unique Contributors Dozens of Top Experts & Thought Leaders
  88. 88. INBOUND15 Over 200 Unique Contributors Dozens of Top Experts & Thought Leaders Cost of Content = $0.00
  89. 89. INBOUND15 9 Tactical Tots You Can Put In Your Marketing Pocket Today
  90. 90. INBOUND15 Research
  91. 91. INBOUND15 Pop-ups, check boxes & recommended content
  92. 92. INBOUND15 Influencer Marketing
  93. 93. INBOUND15 Earned Media, Bylines
  94. 94. INBOUND15 Earned Media, Bylines
  95. 95. INBOUND15 Native Advertising
  96. 96. INBOUND15 Social Media
  97. 97. INBOUND15 Email Marketing
  98. 98. INBOUND15 Fake it ‘till you make it
  99. 99. INBOUND15 Luck!? Er . . . Niche focus
  100. 100. INBOUND15
  101. 101. 1. The amount of content being published on the Internet is growing everyday Takeaways
  102. 102. 1. The amount of content being published on the Internet is growing everyday 2. Content visibility on the Internet is declining everyday Takeaways
  103. 103. 1. The amount of content being published on the Internet is growing everyday 2. Content visibility on the Internet is declining everyday 3. Native advertising and influencer marketing are filling the visibility gap Takeaways
  104. 104. 1. The amount of content being published on the Internet is growing everyday 2. Content visibility on the Internet is declining everyday 3. Native advertising and influencer marketing are filling the visibility gap 4. Audience is KING, not content Takeaways
  105. 105. 1. The amount of content being published on the Internet is growing everyday 2. Content visibility on the Internet is declining everyday 3. Native advertising and influencer marketing are filling the visibility gap 4. Audience is KING, not content 5. Earned and paid media promotion is a gateway to other, more robust audiences Takeaways
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  107. 107. INBOUND15 SPECIAL OFFER Getting the Most Out of Your Content Marketing bit.ly/content-promotion-manifesto

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