fractl: getting crafty with content – event presentation by amanda milligan 10.26.16

The Secrets Behind Successful Content

MEET FRACTL

We specialize in content marketing

campaigns that get

massive exposure

• 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

Asked 2k Americans about:

● Which lies are the worst● Which lies they hear most● Which lies they tell most● Who they lie to

Total coverage … ?

AND a segment on The TODAY Show!

?Why do content campaigns like this get

so much attention?

Industry Research

In order for people to truly care about content, it must be:

Industry Research

Top 10 Emotions Found in Viral Content

Industry Research

No matter how great your content is...IT CAN’T DO ITS JOB IF

NO ONE SEES IT

Promotional Success

There are several qualities an outreach strategy must have to succeed:

Hi Alec,

My fiance works in IT, so let’s just say he identified with your piece almost too well. His go-to response of course is always: “Did you try turning it off and on again?”

No matter our professions or backgrounds, people from all walks of life share one thing in common: We all tell white lies. But are there white lies that we consider more taboo than others? And which lies are we guilty of telling the most? My team at DIRECTV asked 2,000 people to spill the beans on their fibs, and we made some hilarious discoveries:

• The lie we can all agree is probably OK to tell: “ Your baby is cute.” • Ever told someone, “I love this present!” but were secretly displeased?You’re not alone• We lie to our co-workers more than anyone else • Single people tell slightly more lies than those in a relationship

You may review the full project here: White Lies: Where’s the Line? Would you like to be the first to cover this original study for your Elite Daily readers?

Promotional Success

Garnering Results

So let’s get back to the lies...

● Reveals truths via survey

● Everyone has either told or been told one of these lies

● Some lies touch on emotional topics

Example: Airport Rankings

● 330 media stories and over 13k social shares

● Placements on:○ Yahoo!○ MSN○ The Huffington Post○ Thrillist○ Gothamist○ Dozens of

local news networks

Example: Airport Rankings

● We created our own algorithm based on available data● Created a report with authority● The project’s topic is relatable and has elements of geo-bait

From

:

Example: Tolerance in America

● 620 media stories and over 67k social shares

● Placements on:○ CNET○ Slate○ Adweek○ Business Insider○ Salon○ The Daily Beast○ Alternet○ Mic

Example: Tolerance in America

● Completely new data● Relates to current news topics● Capitalizes on geo-bait

What We Do - Our Mission

To produce the most engaging and impactful human experiences on the web – one client, campaign, and domain (or app) at a time.

Questions?

Resources / Additional Reading

● The Emotional Combinations That Make Stories Go Viral [Harvard Business Review]

● 3 Surprising Lessons From Building 26,000 Links [Moz]

● The Roadmap for Creating Share-Worthy Content with Massive Distribution [Moz]

● Travelmath 10-Month Engagement Case Study [Fractl]

● Content Marketing Research [Fract]