1. 11 Proven Tips for Getting Major Publishers to Feature Your Content
Kerry Jones | Marketing Director |

2. Proprietary research on viral marketing, content marketing, and digital PR
Data-driven approach to content creation and publisher outreach
Our clients’ content has received thousands of press mentions and millions of social shares and impressions
MEET FRACTL
We specialize in content marketing campaigns that get massive exposure online

3. Content Supply Has Outpaced Demand
50% of articles received less than 8 social shares
Buzzsumo recently did an analysis of 1 million online articles and found that 50% of the articles received less than 8 social shares. Is this because all of that content was bad? Probably not. The problem is the supply of content has outpaced the demand. There’s simply too much content being created.

4. Is More Content Really the Answer?
Yet, most companies are still set on creating more and more content. The Content Marketing Institute’s 2016 Benchmark Report found that more than three quarters of B2C marketers plan to create MORE content this year than they created last year. Only 2% will create less content! Your brand is competing with all of this content.

5. NO ONE SEES IT IT CAN’T DO ITS JOB IF
No matter how great your content is...
IT CAN’T DO ITS JOB IF
NO ONE SEES IT
Effective content promotion is key. Expecting to create more content and achieve better results is misguided. You need to place a strong focus on promoting your content in order to get results.

6. How Can You Get Your Content Seen?
Distribute to your existing audience
Get featured by online publications your target audience reads
Unless you have a massive following already, distributing your content on third party sites is the best way to get a lot of visibility. You don’t need to pay for a sponsored post. The right kind of content is covered by publishers through their normal editorial process.

7. For our client Abodo - a neighborhood comparison tool -- we surveyed 2,000 Millennial aged Americans to find out which US cities they think are most desirable to live in. We then turned the survey results into a variety of graphics that visualized their answers. Bar charts, maps, etc.

9. Campaign Was Covered by 473 Publishers...

10. Benefits of High Authority Press
Build Awareness & Authority
Consumer Engagement
Inbound Leads
Conversion

11. SEO Benefits of High Authority Press
High Authority Links
Increased Organic Rankings
Organic Traffic
Inbound Leads

12. Fractl’s Survey of 1,300 Editors and Journalists
The Current State of
PUBLISHER OUTREACH
Fractl’s Survey of 1,300 Editors and Journalists
We recently surveyed 1,300 journalists and editors from high authority publications. We haven’t published these insights yet...

13. *Source: Fractl survey of 1,300 publishers
Publishers are inundated with pitches. How can you make your pitch stand out?
*Source: Fractl survey of 1,300 publishers

14. Tip #1: Pitch the Right PUBLISHERS Publisher Evaluation Checklist
Do they even publish third-party content?
Do they consistently publish stories about your content’s topic?
Is the audience engaged/do they have a large social media following? (Look for lots of comments/social shares)
Is it a reputable/authoritative site? Check the site’s Moz Domain Authority

15. Tip #2: Pitch the Right PERSON
Don’t send a pitch to Pitch a specific person.
Look for a writer who covers your content topic most frequently
*Source: Fractl survey of 1,300 publishers

16. Tip #3: Write Compelling Subject Lines Subject Line Best Practices
Keep it concise: Between characters
Make it specific to the writer’s beat.
Be descriptive. (But not too descriptive. Give them a reason to open your !)
This determines whether the writers open the , and that’s the biggest hurdle of all. These few words of text serve as your call to action and your first impression, so invest time in crafting one that will do your pitch and content justice.

17. Types of Compelling Subject Lines
1. Statistic-based
Calls out an engaging statistic from your content. These are one of the most successful types of subject lines.
76% of Home Owners Fix Their Own Toilet

18. Types of Compelling Subject Lines
2. Content title
Using the content’s title is the most straightforward approach, but only attempt it if you can think of a title that’s inherently interesting.
Most Popular Home Improvement Projects in Each State [Data Visualization]

19. Types of Compelling Subject Lines
3. Information gap
This type is effective because of the innate human behavior that’s triggered when people discover a gap between what they know and what they want to know, prompting them to open your .
Which States Have the Most Handy Home Owners?

20. Types of Compelling Subject Lines
4. Personalized
Based on personal information you discovered about the writer via their digital footprint, and it helps you to stand out. Only use this for high-tier publications that may overlook other types of headlines.
Alex, as a new home owner you’ll appreciate this

21. Tip #4: Prove it’s Not a Mass Pitch
Look, I’m a human!
Hey Jack, I’m from Miami where we don’t really use trains, but I can’t imagine what traffic looked like last week in the Bay Area when 80 BART cars were pulled from service. I wonder if people were courteous enough to take your survival guide seriously.
Touches on relevant current event. Clear it’s not a mass pitch.
Your intro should immediately establish you’re an actual human who did their homework. Here’s a look at an actual pitch one of our media relations specialist sendt to a popular San Francisco publisher. This was a project where we swabbed the public transportation system in San Francisco, then tested the swabs for germs and bacteria.
Mentions relevant article by the writer.

22. This is really the #1 gripe about the typical PR pitch
This is really the #1 gripe about the typical PR pitch. It’s all about the company. Don’t make it about YOU
*Source: Fractl survey of 1,300 publishers
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23. Tip #5: Stress Relevance to Their Readers
With 132 million people using the BART annually, have you ever thought about its cleanliness? My team at Travelmath wanted to find out more about the germs we come in contact with while using public transportation.
This project is relevant to a huge amount of people
Something a lot of people will be curious about

24. *Source: Fractl survey of 1,300 publishers

25. Tip #6: Highlight Interesting/Important Info
Bullet points make the easy to skim
We looked at five major U.S. cities and found:
A dog’s chew toy is almost 40x dirtier than a BART car
BART has 50% fewer riders than the D.C. Metro, but is 15x dirtier
85% of BART’s bacteria is associated with causing skin infections To look at the full project click here.
Most interesting stats from the content
Make their job easy!
Easy to view full project

26. Tip #7: Reiterate Value in Your Conclusion
With San Francisco being one of the more overcrowded cities in U.S. I’m sure your readers would be interested in knowing just how clean the BART is and how it compares to American public transit systems. Oh, and don’t forget to mention hand sanitizer. Will you feature this original study on SFist?
Emphasize (again) why this is relevant to the publisher/readers. Make it about them!
Make it clear what you want them to do
Make their job easy!

27. Tip #8: PROOFREAD
*Source: Fractl survey of 1,300 publishers

28. Tip #9: Send Your Pitch at the Right Time
Consider how most people check s in the morning, you want your to be on top of their inbox when they come into work
*Source: Fractl survey of 1,300 publishers

29. Tip #10: No Response? Send a Meaningful Follow Up
63% of publishers say one follow up is appropriate. We recommend waiting at least 2 business days to follow up

30. Tip #11: Maintain the Relationship
Reach out even when you don’t need anything

31. GET IN TOUCH: kerry@frac.tl
OUR RESEARCH: