The Macroeconomics of Native Advertising

Chad PollittVP of Audience & Co-FounderRelevance

VP of Audience, Co-founder

@chadpollitt

CHADPOLLITT

Buyers’ Journey / Content Disequilibrium

This disequilibrium gave rise to present-day content marketing; forcing content to align with the buyers’ journey

Prior to Google’s ZMOT, both content production and paid distribution were in equilibrium

Content / Paid Distribution Equilibrium

With the alignment of content production to the present-day buyers’ journey, paid distribution use is in disequilibrium

Content / Paid Distribution Disequilibrium

There’s a growing gap between tactics and spend on paid distribution that does not reflect the reality of content mapped to the buyers’ journey

For many industries the content visibility gap has been filled with organic channels and inbound marketing

Inbound Visibility is on the Decline Now

Earned & Owned Content Promotion

Paid Content Distribution Content Mapped to Buyers’ Journey

Earned & Owned Content Promotion

Paid Content Distribution Content Mapped to Buyers’ Journey

Inbound Visibility is on the Decline Now

Earned & Owned Content Promotion

Paid Content Distribution Content Mapped to Buyers’ Journey

Inbound Visibility is on the Decline Now

Earned & Owned Content Promotion

Paid Content Distribution Content Mapped to Buyers’ Journey

Inbound Visibility is on the Decline Now

Organic channels are being bogged down by the shear volume of content being produced and published everyday

Content / Paid Distribution Equilibrium

For complete equilibrium between the buyers’ journey, content and distribution; tactics/budget need to be shifted up funnel to native advertising

Complete Equilibrium

This model helps top-funnel content marketers achieve the visibility they’re losing on organic channels

SPECIAL OFFERGetting the Most Out of

Your Content Marketing

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