Chad Pollitt, a decorated veteran of Operation Iraqi Freedom and former US Army Commander, is the Co-founder of Relevance, the world's first and only website dedicated to content promotion, news and insights. His latest project, The Influencer Marketing Playbook is available for free download. Follow him on Twitter @ChadPollitt.
Influencer marketing is a well-known, and perhaps, mature channel for many content marketers.
Unfortunately, though, a significant swath of marketers is not leveraging influencers in the marketing mix. This is ill-advised because studies show that every dollar invested in influencer marketing returns $6.50 in value.
At least a couple of times every week for the last six months I have been asked pretty much the same question everywhere I go. Whether I’m at a conference or event, networking, or doing an interview or podcast, everyone wants to know how we took Relevance – the world’s first digital magazine solely dedicated to content promotion, news, and insights – from zero subscribers upon launch in June of 2014 to over 50,000 six months later.
There’s really no simple answer to that question and I’ve hesitated to just give tidbits away for fear that people will think just a few tactics will catapult their subscribership into the stratosphere. The real answer to that question truly boils down to a lot of hard work by a lot of passionate people.Continue Reading
Content marketing has seen a huge growth in adoption by brands over the last four years. So much so, in fact, that the Content Marketing Institute reports a 90 percent adoption rate by B2C brands and a 93 percent rate for B2B brands. The same studies report over 70 percent of these brands have increased the amount of content they create (owned media) over the last 12 months and are planning on spending more.
Unfortunately, the majority of brands still believe their content is not effective. The reports from CMI suggest that marketers are planning on propping up both their content quality and quantity to address this problem. However, some marketers are avoiding the quality/quantity conundrum altogether by deploying online content promotion and distribution solutions.Continue Reading
When Matt Cutts, head of the Webspam team at Google, announced the launch of Penguin 2.0 last month, he directed people to a video that explained the upcoming goals of his team, what actions to avoid, and what actions Google wants to reward. The video appeared to be a preemptive attempt to address questions post-launch.
This post will attempt to analyze and translate Google’s post-launch comments and explain how they impact content creators.Continue Reading
