the changing face of content promotion [pubcon 2013]

FRACTL IS A CREATIVE DIGITAL AGENCY. We unlock the power of audiences.

THE ROBOT INVASION.The second biggest threat is blogger outreach.

The single biggest threat to content marketing is content marketing.

“Content Marketing”

“Blogger Outreach”

What is the underlying trend?

Everyone is pushing “more content.”

Quantity = Quality

So, there more of this…

i

Resulting in a whole lot of this…

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

Study: “Digital Distress: What Keeps Marketers Up at Night?” http://frc.tl/HdWYmd

82% of digital

marketers learn on the job

61% think digital marketing is a

constant cycle of trial and error

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.

For every industry buzzword we use in a pitch, a publisher kills a kitten; but, even worse, they

tune out.

Why?

http://frc.tl/GY2k4Z

An opportunity exists,

but it’s quickly diminishing for our industry.

Buzzfeed.com

On average, top-tier sites publish300 new pieces of content per day, each.

Why are we competing instead of building mutually beneficial relationships?

There is a gap in capacity, and you could fill it.

Again, let’s do the math

More and More and More Emails

Sent from Inexperienced content creators.

Using auto-generated email templates.

THERE’S ONLY ONE CONCLUSION:

Creating an overflowing inboxOF SPAM

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-value ratio

You need to start using your brain before sending.

THE ROBOT INVASION

WILL WIN.

Your Numbers Will Suffer

http://frc.tl/1dbA115

Average industry response rate: 14-17%

Average industry placement rate: 4.5-4.8%

Because Increasing The Number of Your Pitches Won’t Improve Your

Bottom Line

= 2.25 placements per

week

1 Fractl Campaign Placement: 273 ULDS1 Fractl Campaign Placement: 1,200 ULDS

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?

EMOTIONAL

COMPELLING ACCESSIBLE

BROADLYUNDERSTOOD

VIRAL

MUTUALLY BENEFICIAL

RELATIONSHIPS

EXCLUSIVE RESEARCH

MULTIFACETED ASSETS

ON DEMAND

Promotions

- and content that’s always worth publishing -

ANONYMITY AND THE

IDENTIFIABLE OTHER

COMMUNICATION LOOP & MEDIA EFFECTS

EMAIL IS CONSIDERED A “LEAN” MEDIUM BECAUSE IT

TRANSMITS NEITHER VISUAL NOR VERBAL CUES.

#DontBeABot

That doesn’t mean you should do this…

#DontBeABot

#DontBeABot

“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

ANONYMITY AND THE IDENTIFIABLE OTHER

http://frc.tl/18HXBPc

#DontBeABot

Social media is yourrelationship-building foundation

Hi Kelsey,

Saw your tweet, good move. Quick question about the piece.

-- Venture Beat

http://frc.tl/18HXBPc

#DontBeABot

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]

Subject lines make you stand out or blend in

#DontBeABot

If you could send one pitch to more than one person, it’s a

templateHi 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

Hi Emma,

Earlier this week Huffington Post Women covered Barbie without Makeup, which has been a viral hit on the Internet. Serendipitously, my team isabout to launch an infographic which builds upon this topic, by studying "Is a Barbie Body Possible?”

Placement: http://frc.tl/huffpo-barbie

Hi, Hey, Hello

First name

Link to story

Timely, trending

New data Emotional hook

Exclusive

My team came up with a photo-realistic rendering of

Barbie, which aims to demonstrate just how bizarre a life-

sized 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.

Rare assetHumanized - Relatable

Helping women’s body issues

Placement: http://frc.tl/huffpo-barbie

Surprise - leading viral emotion

Direct link to content

185 words

FRACTL IS A CREATIVE DIGITAL AGENCY. We unlock the power of audiences.

Questions? Kelsey@frac.tl

185 words

http://frc.tl/hbr-study