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The Line Between Media and Brands is Blurring Fast

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Originally presented by Chad Pollitt at HubSpot's 2015 Inbound Publishers Summit.

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.

Veröffentlicht in: Marketing
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The Line Between Media and Brands is Blurring Fast

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

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