the changing face of content promotion [pubcon 2013]
DESCRIPTION
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.TRANSCRIPT
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FRACTL IS A CREATIVE DIGITAL AGENCY. We unlock the power of audiences.
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THE ROBOT INVASION.The second biggest threat is blogger outreach.
The single biggest threat to content marketing is content marketing.
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“Content Marketing”
“Blogger Outreach”
What is the underlying trend?
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Everyone is pushing “more content.”
Quantity = Quality
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So, there more of this…
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i
Resulting in a whole lot of this…
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Which creates real problems:
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Where do these problems stem from?
The PR-SEO skills gap and
our industry’s
unwillingness to accept
and address the issue.
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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
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The Adobe study confirms you know
your digital marketing process
isn’t working,yet you continue to march
on.
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And do things like this…
http://frc.tl/H5bvkE
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Resulting in a whole lot of this…
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And my personal favorite, this…
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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?
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http://frc.tl/GY2k4Z
An opportunity exists,
but it’s quickly diminishing for our industry.
Buzzfeed.com
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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.
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Again, let’s do the math
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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
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We’re all about to be blacklisted
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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
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You need to start using your brain before sending.
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THE ROBOT INVASION
WILL WIN.
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Your Numbers Will Suffer
http://frc.tl/1dbA115
Average industry response rate: 14-17%
Average industry placement rate: 4.5-4.8%
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Because Increasing The Number of Your Pitches Won’t Improve Your
Bottom Line
= 2.25 placements per
week
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1 Fractl Campaign Placement: 273 ULDS1 Fractl Campaign Placement: 1,200 ULDS
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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?
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EMOTIONAL
COMPELLING ACCESSIBLE
BROADLYUNDERSTOOD
VIRAL
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MUTUALLY BENEFICIAL
RELATIONSHIPS
EXCLUSIVE RESEARCH
MULTIFACETED ASSETS
ON DEMAND
Promotions
- and content that’s always worth publishing -
ANONYMITY AND THE
IDENTIFIABLE OTHER
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COMMUNICATION LOOP & MEDIA EFFECTS
EMAIL IS CONSIDERED A “LEAN” MEDIUM BECAUSE IT
TRANSMITS NEITHER VISUAL NOR VERBAL CUES.
#DontBeABot
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That doesn’t mean you should do this…
#DontBeABot
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#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
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#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
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#DontBeABot
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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
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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
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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
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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
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185 words
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185 words
http://frc.tl/hbr-study