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#CONTENTPROMO 
How Content Promotion 
Changed Digital Marketing 
Forever 
Chad Pollitt 
VP of Audience & Co-Founder, 
Relevance
CHAD 
POLLITT 
@chadpollitt 
VP of Audience, Co-founder
AGENDA 
1 Content Failure Fatigue 
2 The Problem 
3 The Solution 
4 The Content Promotion Ecosystem 
5 Success Stories 
6 How it’s Done 
7 How to Budget
#CONTENTPROMO 
1 Content Failure Fatigue
Great Content Goes 
Unread Every Day 
#CONTENTPROMO
#CONTENTPROMO 
Only 13 
Unique 
Views
#CONTENTPROMO 
How Does It Make 
You Feel?
#CONTENTPROMO 
Some people 
might feel 
ANGRY
Others might 
just roll their 
eyes in 
FRUSTRATION 
#CONTENTPROMO
#CONTENTPROMO 
A feeling of 
DISGUST 
would be 
perfectly 
normal, too
Some people 
might feel 
DEMORALIZED or 
EMBARRASSED 
#CONTENTPROMO
#CONTENTPROMO 
…Or maybe 
just THIS?
#CONTENTPROMO 
2 The Problem
#CONTENTPROMO 
Every Minute of Every Day
- Mashable 
#CONTENTPROMO 
Every Minute of Every Day
571 websites are launched 
- Mashable 
#CONTENTPROMO 
Every Minute of Every Day
571 websites are launched 
350,000 tweets are tweeted 
- Mashable 
#CONTENTPROMO 
Every Minute of Every Day
571 websites are launched 
350,000 tweets are tweeted 
48 hours of YouTube videos are uploaded 
- Mashable 
#CONTENTPROMO 
Every Minute of Every Day
#CONTENTPROMO
Over 
2.73 million 
blog posts are written and 
published daily 
#CONTENTPROMO 
The Content Promotion Manifesto
Many Industries 
are Oversaturated 
with Content 
#CONTENTPROMO
#CONTENTPROMO 
Facebook’s organic reach is at 6% and dropping 
- Ogilvy & Mather
With other networks likely to follow suit 
#CONTENTPROMO
42 of the top 50 SEO ranking factors are off-page 
#CONTENTPROMO 
Including the top 12 factors overall 
- Moz, 2013 Search Engine Ranking Factors
On-page content only has an indirect 
impact on off-page signals 
#CONTENTPROMO
SEO is not something you do anymore, it’s what 
happens when you do everything else right 
#CONTENTPROMO
#CONTENTPROMO 
The Internet is… 
a VERY noisy place 
for a brand to 
stand out and be 
found today
#CONTENTPROMO 
Only 
37% 
of marketers believe they’re 
using their content effectively 
CMI
This isn’t a 
CONTENT PROBLEM 
#CONTENTPROMO
#CONTENTPROMO 
It’s an AUDIENCE 
PROBLEM
So what should 
marketers do 
about it? 
#CONTENTPROMO
#CONTENTPROMO 
Should they 
produce more 
content?
How about 
increasing its 
quality? 
#CONTENTPROMO
Brands can actually step down content 
production and step up distribution 
[promotion] to get better results 
Ryan Skinner, Forrester 
#CONTENTPROMO 
“
Better distribution [promotion] improves 
content’s quality, as the feedback cycle 
accelerates 
Ryan Skinner, Forrester 
#CONTENTPROMO 
“
#CONTENTPROMO 
3 The Solution: 
Content Promotion
#CONTENTPROMO
#CONTENTPROMO 
Media Relations
#CONTENTPROMO 
Media Relations 
Influencer Outreach
#CONTENTPROMO 
Media Relations 
Influencer Outreach 
Bylined Articles
#CONTENTPROMO 
Media Relations 
Influencer Outreach 
Bylined Articles 
Syndication
#CONTENTPROMO 
Media Relations 
Influencer Outreach 
Bylined Articles 
Syndication 
Native Newsletter
Native Newsletter 
#CONTENTPROMO 
Media Relations 
Influencer Outreach 
Bylined Articles 
Syndication 
Native Advertising
Native Newsletter 
#CONTENTPROMO 
Media Relations 
Influencer Outreach 
Bylined Articles 
Syndication 
Native Advertising 
Native Social
Native Newsletter 
Native Advertising 
Native Social 
#CONTENTPROMO 
Media Relations 
Influencer Outreach 
Bylined Articles 
Syndication Advertorials
Native Newsletter 
Native Advertising 
Native Social 
#CONTENTPROMO 
Media Relations 
Influencer Outreach 
Bylined Articles 
Syndication Advertorials 
Press Releases
Native Newsletter 
Native Advertising 
Native Social 
#CONTENTPROMO 
Media Relations 
Influencer Outreach 
Bylined Articles 
Syndication Advertorials 
Social Media 
Press Releases
Native Newsletter 
Native Advertising 
Native Social 
#CONTENTPROMO 
Media Relations 
Influencer Outreach 
Bylined Articles 
Syndication Advertorials 
Social Media 
Email 
Press Releases
#CONTENTPROMO 
4 The Content Promotion 
Ecosystem
#CONTENTPROMO 
Content 
Promotion 
Tools 
bit.ly/promotion-ecosystem
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” 
#CONTENTPROMO 
“
#CONTENTPROMO 
• Business 2 Blogger 
• Blogsvertise 
• Markerly 
• GroupHigh 
• Syndicateads.net 
• Buysellads.com 
• IZEA 
• Adproval 
• Web.Blogads.com 
• BlogHer 
• Triberr 
Advertorial Networks
#CONTENTPROMO 
5 Success Stories
The Greatest 
Hoodie Ever Made 
#CONTENTPROMO
#CONTENTPROMO 
American 
Giant 
Earned coverage 
from Slate.com 
and Esquire
#CONTENTPROMO 
forced a 
15 to 20x 
increase in production and 
still barely met demand. 
Inc.com
American 
Giant 
Very difficult to 
get media coverage 
for a product, but 
Bayard Winthrop 
pulled it off 
#CONTENTPROMO
#CONTENTPROMO 
Great product and 
story with purposeful 
promotion
How Rodon Beats 
Chinese Pricing 
#CONTENTPROMO
#CONTENTPROMO 
The Rodon 
Group 
Earned coverage 
from virtually every 
major media outlet 
“Cheaper than China” Ebook
The Rodon 
Group 
…BECAUSE of 
an in-person 
endorsement 
from the POTUS 
#CONTENTPROMO
Great content with purposeful promotion 
#CONTENTPROMO
#CONTENTPROMO 
Content that 
Advanced an 
Industry
#CONTENTPROMO 
Slingshot SEO 
Earned coverage 
from academia, 
media outlets and 
industry influencers 
around the world
Even an onstage endorsement from Rand Fishkin at INBOUND 2012 
#CONTENTPROMO
#CONTENTPROMO 
Slingshot SEO 
Research and 
media relations 
enabled the study to 
advance an industry
#CONTENTPROMO 
Great content and 
research with purposeful 
promotion
Content promotion 
that drove eight-digits 
of incremental 
#CONTENTPROMO 
revenue
#CONTENTPROMO 
Teradata 
Earned coverage 
from 46 media 
outlets and trade 
publications 
“Big Data Marketing Hero” Ebook
Over 3 million media impressions 
25% landing page conversion rate 
30 global brand prospect meetings 
#CONTENTPROMO
#CONTENTPROMO 
Teradata 
A full-on owned, 
paid and earned 
media blitz drove 
36x return on 
investment
Great content and 
promotion on all three 
media channels 
#CONTENTPROMO
#CONTENTPROMO 
The Bottom Line 
for You?
Start with GREAT 
Content and 
Promote It 
#CONTENTPROMO
800+ incremental leads 
in 14 days from one 
mention on Inc.com 
#CONTENTPROMO
#CONTENTPROMO 
6 How it’s Done
Research 
#CONTENTPROMO
#CONTENTPROMO 
Define Personas 
Media Assessment 
Audience Assessment 
Content Assessment 
Influencer Identification 
Research
#CONTENTPROMO 
Creative
Create content and all 
supporting assets 
#CONTENTPROMO 
Creative
Promotion 
#CONTENTPROMO
Promotion 
#CONTENTPROMO 
Finalize Pitch Angles 
Editorial Outreach 
Influencer Outreach 
Paid Media 
Email 
Social Media
#CONTENTPROMO 
Conversion
A/B Testing 
Retargeting 
Marketing Automation 
#CONTENTPROMO 
Conversion
7 How to Budget for Content 
#CONTENTPROMO 
Promotion
Half the money I spend on advertising is 
wasted; the trouble is I don’t know which 
half 
John Wanamaker, the “Father of the Modern 
Department Store” 
#CONTENTPROMO 
“
#CONTENTPROMO 
63% 
of marketers believe they’re NOT 
using their content effectively 
CMI
2013 Spending on Content Promotion 
#CONTENTPROMO
2013 Spending on Content Promotion 
#CONTENTPROMO 
On average, 
brands spent at least…
#CONTENTPROMO 
15.2% 
of content marketing budgets on 
promotion 
Content Promotion Manifesto
This is a Recipe for 
FAILURE 
#CONTENTPROMO
DigitalRelevance Clients Spent 
#CONTENTPROMO
DigitalRelevance Clients Spent 
#CONTENTPROMO 
40% of their content 
marketing budgets 
on promotion
This is a Recipe for 
SUCCESS 
#CONTENTPROMO
#CONTENTPROMO 
SPECIAL OFFER 
Get your copy for FREE 
now before it hits 
Amazon! 
bit.ly/content-promotion-manifesto

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How Content Promotion Changed Digital Marketing Forever

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  1. Bio slide 2