The Changing Face of Content Promotion  [Pubcon 2013]

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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,......

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.

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  • 1. FRACTL IS A CREATIVE DIGITAL AGENCY. We unlock the power of audiences.
  • 2. THE ROBOT INVASION. The single biggest threat to content marketing is content marketing. The second biggest threat is blogger outreach.
  • 3. What is the underlying trend? “Content Marketing” “Blogger Outreach”
  • 4. Everyone is pushing “more content.” Quantity = Quality
  • 5. So, there more of this…
  • 6. Resulting in a whole lot of this… i
  • 7. Which creates real problems:
  • 8. Where do these problems stem from? The PR-SEO skills gap and our industry’s unwillingness to accept and address the issue.
  • 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. The Adobe study confirms you know your digital marketing process isn’t working, yet you continue to march on.
  • 11. And do things like this… http://frc.tl/H5bvkE
  • 12. Resulting in a whole lot of this…
  • 13. And my personal favorite, this…
  • 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. An opportunity exists, Buzzfeed.com but it’s quickly diminishing for our industry. http://frc.tl/GY2k4Z
  • 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. Again, let’s do the math
  • 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. We’re all about to be blacklisted
  • 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. You need to start using your brain before sending.
  • 22. THE ROBOT INVASION WILL WIN.
  • 23. Your Numbers Will Suffer Average industry response rate: 14-17% Average industry placement rate: 4.5-4.8% http://frc.tl/1dbA115
  • 24. Because Increasing The Number of Your Pitches Won’t Improve Your Bottom Line = 2.25 placements per week
  • 25. 1 Fractl Campaign Placement: 273 ULDS 1 Fractl Campaign Placement: 1,200 ULDS
  • 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. VIRAL BROADLY UNDERSTOOD EMOTIONAL COMPELLING ACCESSIBLE
  • 28. Promotions MUTUALLY BENEFICIAL RELATIONSHIPS MULTIFACETED ASSETS ON DEMAND EXCLUSIVE RESEARCH ANONYMITY AND THE IDENTIFIABLE OTHER - and content that’s always worth publishing -
  • 29. COMMUNICATION LOOP & MEDIA EFFECTS EMAIL IS CONSIDERED A “LEAN” MEDIUM BECAUSE IT TRANSMITS NEITHER VISUAL NOR VERBAL CUES. #DontBeABot
  • 30. That doesn’t mean you should do this… #DontBeABot
  • 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. 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. #DontBeABot
  • 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. 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. 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. 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. 185 words
  • 39. Questions? Kelsey@frac.tl FRACTL IS A CREATIVE DIGITAL AGENCY. We unlock the power of audiences.
  • 40. http://frc.tl/hbr-study 185 words