The Line Between Media & Brands is Blurring Fast

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Media, new media, brands, agencies, search engines, and social media are starting to compete. Chad explains what your publication is up against and how you fit into the larger landscape, using examples from his experience at relevance.com.

Takeaways include:
- Exponential growth of Internet content
- The media gap
- Blurred lines between the media, brands, agencies, social and search
- Search and social aren’t fulfilling their promise
- The native revolution
- The Relevance story 

Published in: Marketing

The Line Between Media & Brands is Blurring Fast from Chad Pollitt

Transcript

• 1. #HubSpotIPS The Line Between Media & Brands is Blurring Fast Chad Pollitt VP of Audience & Co-Founder, Relevance
• 2. VP of Audience, Co-founder @chadpollitt CHAD POLLITT
• 3. 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
• 4. #HubSpotIPS 1 The Content Explosion
• 5. #HubSpotIPS Every Minute of Every Day
• 6. #HubSpotIPS - Mashable Every Minute of Every Day
• 7. #HubSpotIPS - Mashable 571 websites are launched Every Minute of Every Day
• 8. #HubSpotIPS - Mashable 571 websites are launched 350,000 tweets are tweeted Every Minute of Every Day
• 9. #HubSpotIPS - Mashable 571 websites are launched 350,000 tweets are tweeted 48 hours of YouTube videos are uploaded Every Minute of Every Day
• 10. #HubSpotIPS
• 11. #HubSpotIPS 2.73 million blog posts are written and published daily The Content Promotion Manifesto Over
• 12. #HubSpotIPS Many Verticals are Oversaturated with Content Already
• 13. #HubSpotIPS Great Content Goes Unread Every Day
• 14. #HubSpotIPS Only 13 Unique Views
• 15. #HubSpotIPS 500% Mark Schaefer, The Content Code by 2020, the amount of information on the Internet will grow by
• 16. #HubSpotIPS How Does That Make You Feel?
• 17. #HubSpotIPS …Or Maybe Like This?
• 18. #HubSpotIPS 2 The Media Gap
• 19. #HubSpotIPS Despite smart phone proliferation, increased media accessibility, demand and consumption…
• 20. #HubSpotIPS Many traditional media outlets are cutting back
• 21. #HubSpotIPS This seems…
• 22. #HubSpotIPS Counterintuitive This seems…
• 23. #HubSpotIPS What’s filling the void?
• 24. #HubSpotIPS Blogs
• 25. #HubSpotIPS
• 26. #HubSpotIPS Blogs Social Media
• 27. #HubSpotIPS
• 28. #HubSpotIPS Blogs Social Media New Media
• 29. #HubSpotIPS
• 30. #HubSpotIPS Blogs Social Media New Media Brands
• 31. #HubSpotIPS
• 32. #HubSpotIPS Blogs Social Media New Media Brands Search Engines
• 33. #HubSpotIPS
• 34. #HubSpotIPS Blogs Social Media New Media Brands Search Engines Agencies
• 35. #HubSpotIPS
• 36. #HubSpotIPS 3 Blurred Lines
• 37. #HubSpotIPS The media are building marketing agencies
• 38. #HubSpotIPS
• 39. #HubSpotIPS Brands are becoming the media
• 40. #HubSpotIPS
• 41. #HubSpotIPS Agencies are becoming publishers
• 42. #HubSpotIPS
• 43. #HubSpotIPS Search engines are buying media, too
• 44. #HubSpotIPS
• 45. #HubSpotIPS 4 Broken Promises
• 46. #HubSpotIPS Social media and search engines are breaking their promise to us…
• 47. #HubSpotIPS From their inception they’ve been the main content distribution channels of the Internet
• 48. #HubSpotIPS They were the gatekeepers of the content delivered and consumed online
• 49. #HubSpotIPS Facebook’s organic reach is at 2% and dropping - International Business Times
• 50. #HubSpotIPS With other networks following suit
• 51. #HubSpotIPS Year over year search query growth is on the decline - ComScore
• 52. #HubSpotIPS There are only 10 organic positions in most search engine results pages
• 53. #HubSpotIPS SEO is not something you do anymore, it’s what happens when you do everything else right
• 54. #HubSpotIPS Search engines aren’t built to serve up tomorrow’s volume of content
• 55. #HubSpotIPS What’s filling the content distribution void?
• 56. #HubSpotIPS 5 The Native Revolution
• 57. #HubSpotIPS
• 58. #HubSpotIPS
• 59. #HubSpotIPS 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” “
• 60. #HubSpotIPS
• 61. #HubSpotIPS You’re more likely to survive a plane crash than click on a banner ad Solve Media “
• 62. #HubSpotIPS 6.7% of their content marketing budgets on sponsored content The Content Promotion Manifesto in 2013 brands spent, on average,
• 63. #HubSpotIPS
• 64. #HubSpotIPS
• 65. #HubSpotIPS …Starting To Feel Like This, Yet?
• 66. #HubSpotIPS Sponsored Content Everything a media buyer or publisher would need to know! bit.ly/guide-to-sponsored-content
• 67. #HubSpotIPS Five years ago, no venture capital investors thought media was a great business Jonah Peretti, BuzzFeed “
• 68. #HubSpotIPS Suddenly, the market for content just opened up. It’s dramatically changed. Sarah Lacy, PandoDaily “
• 69. #HubSpotIPS
• 70. #HubSpotIPS Raised Over $1/2 Billion
• 71. #HubSpotIPS Now You Should Feel Like This
• 72. #HubSpotIPS The native landscape is beginning to take shape
• 73. #HubSpotIPS …but who will win the native race?
• 74. #HubSpotIPS Taboola, Outbrain & Adblade are growing
• 75. #HubSpotIPS Facebook, LinkedIn, Twitter, SnapChat, Tumblr, etc. went native
• 76. #HubSpotIPS AOL owns Gravity
• 77. #HubSpotIPS AOL owns Gravity Yahoo owns Gemini
• 78. #HubSpotIPS AOL owns Gravity Yahoo owns Gemini Rumors of a Yahoo/AOL merger are stronger than ever
• 79. #HubSpotIPS Google’s native network is in private beta
• 80. #HubSpotIPS Google’s native network is in private beta Its network will have content recommendations…
• 81. #HubSpotIPS Google’s native network is in private beta Its network will have content recommendations… …and sponsored articles on blogs and premium publications
• 82. #HubSpotIPS The race for native supremacy has begun…
• 83. #HubSpotIPS …and publishers are in the driver’s seat
• 84. #HubSpotIPS 6 The Relevance Story
• 85. #HubSpotIPS
• 86. #HubSpotIPS
• 87. #HubSpotIPS Over 200 Unique Contributors
• 88. #HubSpotIPS Over 200 Unique Contributors Dozens of Top Experts & Thought Leaders
• 89. #HubSpotIPS Over 200 Unique Contributors Dozens of Top Experts & Thought Leaders Cost of Content = $0.00
• 90. #HubSpotIPS 55k Subscribers in Less than 10 Months
• 91. #HubSpotIPS
• 92. #HubSpotIPS Did nearly $50k in sponsorship sales 1st quarter
• 93. #HubSpotIPS With just two people
• 94. #HubSpotIPS How’d we do it?
• 95. #HubSpotIPS Influencer Marketing
• 96. #HubSpotIPS Influencer Marketing Bylines
• 97. #HubSpotIPS Influencer Marketing Bylines Native Advertising
• 98. #HubSpotIPS Influencer Marketing Bylines Native Advertising Social Media
• 99. #HubSpotIPS Influencer Marketing Bylines Native Advertising Social Media Email Marketing
• 100. #HubSpotIPS Influencer Marketing Bylines Native Advertising Social Media Email Marketing Networking/Speaking
• 101. #HubSpotIPS Influencer Marketing Bylines Native Advertising Social Media Email Marketing Networking/Speaking Luck!?
• 102. #HubSpotIPS Er…Niche Focus 
• 103. #HubSpotIPS SPECIAL OFFER Get your copy for FREE now before it hits Amazon! bit.ly/content-promotion-manifesto
• 104. #HubSpotIPS ?’s