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.

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