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This INBOUND 2015 presentation is essentially a case study of how we used content promotion 2.0 to grow our digital magazine, Relevance.com, from zero subscribers to more than 50K in six months. It gives the backstory as to why we launched a digital magazine (as opposed to just a blog) while getting both strategic and tactical in the takeaways.
The Anatomy of Tomorrow’s Content Promotion Strategy Today #INBOUND15
1. INBOUND15
The Anatomy of Tomorrow’s
Content Promotion Strategy
Today
Chad Pollitt
VP of Audience, Co-founder
Relevance
Adjunct Professor
Indiana University Kelley School of Business
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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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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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6.7%
of their content marketing budgets
on sponsored content
The Content Promotion Manifesto
in 2013 brands spent, on average,
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CONTENT IS NO LONGER KING
AUDIENCE IS, and he who has access
and can persuade them
Image credit: juddhelms.com
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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
101. 1. The amount of content being published on the Internet is growing
everyday
Takeaways
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. 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. 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. 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