FRACTL IS A
CREATIVE DIGITAL
AGENCY.
We unlock the power of audiences.
THE ROBOT
INVASION.
The single biggest threat to content marketing is content marketing.

The second biggest threat is blo...
What is the underlying trend?
“Content Marketing”

“Blogger Outreach”
Everyone is pushing
“more content.”

Quantity = Quality
So, there more of this…
Resulting in a whole lot of this…

i
Which creates real problems:
Where do these
problems stem
from?
The PR-SEO skills gap and our
industry’s unwillingness to
accept and address the issue.
Less than ½ of digital marketers feel
highly proficient in digital marketing

82% of digital
marketers
learn on the
job

6...
The Adobe study confirms you
know

your digital marketing
process isn’t working,
yet you continue to march on.
And do things like this…

http://frc.tl/H5bvkE
Resulting in a whole lot of this…
And my personal favorite, this…
Instead of improving our
processes, we’re creating spam
templates and inundating publishers
with them.

Why?

For every in...
An opportunity exists,

Buzzfeed.com

but it’s quickly diminishing for our industry.

http://frc.tl/GY2k4Z
On average, top-tier sites publish

300 new pieces of content
per day, each.
There is a gap in capacity, and you
could fil...
Again, let’s do the math
More and More and
More

Emails

Sent from
Inexperienced content creators.
Using auto-generated email templates.

Creating ...
We’re all about to be blacklisted
This isn’t
just a
publisher
issue.
It’s our industry’s issue. It
affects our industry’s
brand, stemming from our
noise-to-...
You need to start using your brain
before sending.
THE ROBOT INVASION

WILL WIN.
Your Numbers Will Suffer

Average industry response rate: 14-17%

Average industry placement rate: 4.5-4.8%

http://frc.tl...
Because Increasing The Number of Your
Pitches Won’t Improve Your Bottom Line

= 2.25
placements per week
1 Fractl Campaign Placement: 273 ULDS
1 Fractl Campaign Placement: 1,200 ULDS
The agencies and corporations whose open
rates, response rates, and publishing rates
increase – against the market trend –...
VIRAL
BROADLY
UNDERSTOOD

EMOTIONAL

COMPELLING

ACCESSIBLE
Promotions
MUTUALLY
BENEFICIAL
RELATIONSHIPS

MULTIFACETED
ASSETS
ON DEMAND

EXCLUSIVE
RESEARCH

ANONYMITY AND
THE IDENTIF...
COMMUNICATION LOOP & MEDIA
EFFECTS
EMAIL IS CONSIDERED A “LEAN” MEDIUM BECAUSE IT
TRANSMITS NEITHER VISUAL NOR VERBAL CUES...
That doesn’t mean you should do this…

#DontBeABot
ANONYMITY AND THE IDENTIFIABLE
OTHER
“The degree to which we perceive another
person to be similar to ourselves in traits ...
Social media is your
relationship-building foundation

Hi Kelsey,
Saw your tweet, good move.
Quick question about the piec...
#DontBeABot
Subject lines make you stand out or blend in

Subject Lines I’ve Used to Secure Exclusives:
I See Your Black Lab, Todd, an...
If you could send one pitch to more
than one person, it’s a template
Hi Todd,
I love the picture of your black lab on
your...
Hi, Hey,
Hello

First
name

Hi Emma,
Link to story

Exclusive

Timely, trendi
ng

Earlier this week Huffington Post Women ...
Rare asset

Humanized - Relatable

Surprise - leading
viral emotion

My team came up with a photo-realistic rendering of

...
185
words
Questions?
Kelsey@frac.tl

FRACTL IS A
CREATIVE DIGITAL
AGENCY.
We unlock the power of audiences.
http://frc.tl/hbr-study

185
words
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The Changing Face of Content Promotion [Pubcon 2013]

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The content deluge is upon us -- and that means that digital PR professionals need to become aware of their proper place in the ecosystem. The goal is to create mutually beneficial relationships, where publishers begin to see you as an asset for the production of high-value content. Be a resource, not a spammer.

Published in: Business, Technology

The Changing Face of Content Promotion [Pubcon 2013]

  1. 1. FRACTL IS A CREATIVE DIGITAL AGENCY. We unlock the power of audiences.
  2. 2. THE ROBOT INVASION. The single biggest threat to content marketing is content marketing. The second biggest threat is blogger outreach.
  3. 3. What is the underlying trend? “Content Marketing” “Blogger Outreach”
  4. 4. Everyone is pushing “more content.” Quantity = Quality
  5. 5. So, there more of this…
  6. 6. Resulting in a whole lot of this… i
  7. 7. Which creates real problems:
  8. 8. Where do these problems stem from? The PR-SEO skills gap and our industry’s unwillingness to accept and address the issue.
  9. 9. Less than ½ of digital marketers feel highly proficient in digital marketing 82% of digital marketers learn on the job 61% think digital marketing is a constant cycle of trial and error Study: “Digital Distress: What Keeps Marketers Up at Night?” http://frc.tl/HdWYmd
  10. 10. The Adobe study confirms you know your digital marketing process isn’t working, yet you continue to march on.
  11. 11. And do things like this… http://frc.tl/H5bvkE
  12. 12. Resulting in a whole lot of this…
  13. 13. And my personal favorite, this…
  14. 14. Instead of improving our processes, we’re creating spam templates and inundating publishers with them. Why? For every industry buzzword we use in a pitch, a publisher kills a kitten; but, even worse, they tune out.
  15. 15. An opportunity exists, Buzzfeed.com but it’s quickly diminishing for our industry. http://frc.tl/GY2k4Z
  16. 16. On average, top-tier sites publish 300 new pieces of content per day, each. There is a gap in capacity, and you could fill it. Why are we competing instead of building mutually beneficial relationships?
  17. 17. Again, let’s do the math
  18. 18. More and More and More Emails Sent from Inexperienced content creators. Using auto-generated email templates. Creating an overflowing inbox OF SPAM THERE’S ONLY ONE CONCLUSION:
  19. 19. We’re all about to be blacklisted
  20. 20. This isn’t just a publisher issue. It’s our industry’s issue. It affects our industry’s brand, stemming from our noise-to-value ratio
  21. 21. You need to start using your brain before sending.
  22. 22. THE ROBOT INVASION WILL WIN.
  23. 23. Your Numbers Will Suffer Average industry response rate: 14-17% Average industry placement rate: 4.5-4.8% http://frc.tl/1dbA115
  24. 24. Because Increasing The Number of Your Pitches Won’t Improve Your Bottom Line = 2.25 placements per week
  25. 25. 1 Fractl Campaign Placement: 273 ULDS 1 Fractl Campaign Placement: 1,200 ULDS
  26. 26. The agencies and corporations whose open rates, response rates, and publishing rates increase – against the market trend – WILL DO SOMETHING DIFFERENT. Who will these people be?
  27. 27. VIRAL BROADLY UNDERSTOOD EMOTIONAL COMPELLING ACCESSIBLE
  28. 28. Promotions MUTUALLY BENEFICIAL RELATIONSHIPS MULTIFACETED ASSETS ON DEMAND EXCLUSIVE RESEARCH ANONYMITY AND THE IDENTIFIABLE OTHER - and content that’s always worth publishing -
  29. 29. COMMUNICATION LOOP & MEDIA EFFECTS EMAIL IS CONSIDERED A “LEAN” MEDIUM BECAUSE IT TRANSMITS NEITHER VISUAL NOR VERBAL CUES. #DontBeABot
  30. 30. That doesn’t mean you should do this… #DontBeABot
  31. 31. ANONYMITY AND THE IDENTIFIABLE OTHER “The degree to which we perceive another person to be similar to ourselves in traits and attitudes, and to be worthy of our generosity or assistance, depends on the extent to which we perceive a personal connection with that person, no matter how trivial.” – Northwestern Law, Study #DontBeABot http://frc.tl/18HXBPc
  32. 32. Social media is your relationship-building foundation Hi Kelsey, Saw your tweet, good move. Quick question about the piece. -- Venture Beat #DontBeABot http://frc.tl/18HXBPc
  33. 33. #DontBeABot
  34. 34. Subject lines make you stand out or blend in Subject Lines I’ve Used to Secure Exclusives: I See Your Black Lab, Todd, and Raise You My Chocolate Lab I’ll trade your NY Grizzlies for FL Alligators – Kelsey Libert on Twitter I see your Sabra hummus weakness, and raise you spicy hummus [exclusive] #DontBeABot
  35. 35. If you could send one pitch to more than one person, it’s a template Hi Todd, I love the picture of your black lab on your Facebook page. I grew up with a chocolate lab, Daisy, and I just adopted Gator a year ago. Anyway, diving into your preferred 30 second pitch: Hi Kelsey, Great dogs. And I appreciate you taking an effort to break out of the pack of 100 or so pitches I receive every day. #DontBeABot
  36. 36. Hi, Hey, Hello First name Hi Emma, Link to story Exclusive Timely, trendi ng Earlier this week Huffington Post Women covered Barbie without Makeup, which has been a viral hit on the Internet. Serendipitously, my team is about to launch an infographic which builds upon this topic, by studying "Is a Barbie Body Possible?” New data Placement: http://frc.tl/huffpo-barbie Emotional hook
  37. 37. Rare asset Humanized - Relatable Surprise - leading viral emotion My team came up with a photo-realistic rendering of Barbie, which aims to demonstrate just how bizarre a lifesized Barbie would actually look. We compare Barbie to our real life model, and uncover the impossible physical proportions of the doll idolized as perfection by so many. The results are jaw dropping. You can check out the infographic here, via this private imgur link. Placement: http://frc.tl/huffpo-barbie Direct link to content Helping women’s body issues
  38. 38. 185 words
  39. 39. Questions? Kelsey@frac.tl FRACTL IS A CREATIVE DIGITAL AGENCY. We unlock the power of audiences.
  40. 40. http://frc.tl/hbr-study 185 words
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