Ep. 23: Kristin Tynski, Fractl - Content Marketing That Fuses Data Journalism with PR | Summary and Q&A

TL;DR

Fractal is a content marketing agency that focuses on data-driven content and link building, utilizing data journalism practices to create compelling and newsworthy content.

Key Insights

• 😑 Fractal's content marketing approach focuses on earning top-tier press and high authority backlinks for clients.
• ❓ They believe that creating unique and valuable content is more important than simply avoiding plagiarism.
• ❓ Fractal utilizes data journalism practices and leverages various datasets to create compelling and newsworthy content.
• ✋ The agency's methodology for content creation and link building has a high ROI and is more sustainable compared to traditional tactics such as directory submissions or guest posting.
• 🍻 Their unique approach creates a gap that is hard to replicate and attracts natural, authoritative links.
• 🖐️ Fractal emphasizes the importance of making an emotional connection with the audience through content, as it plays a significant role in virality.
• 📔 The book "Made to Stick" by Chip and Dan Heath has been foundational to Fractal's methodology and understanding of creating compelling content.

Transcript

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Questions & Answers

Q: How does Fractal approach content creation and link building?

Fractal combines data journalism practices with PR strategies to create compelling and newsworthy content that attracts attention and builds high authority backlinks for clients. They focus on presenting new and interesting information through data-driven content.

Q: Is creating unique content enough for effective link building?

Fractal believes that creating content that is unique from a plagiarism standpoint is not sufficient for successful link building. They emphasize the importance of creating content that is valuable to real humans and can attract attention from other sites or the press.

Q: How does Fractal acquire data for their content projects?

Fractal utilizes various sources for data acquisition, including open data from government agencies, private industry datasets, and conducting surveys. They stay updated on new and interesting datasets available and find creative ways to weave them into compelling story ideas.

Q: What is Fractal's approach to creating viral content?

Fractal takes a more strategic approach to virality by focusing on creating compelling content that resonates with a target audience and pitching it to the right journalists and publications. They believe in predictably going "viral" within a specific vertical, rather than relying on pure luck.

Summary & Key Takeaways

• Fractal is a content marketing agency that specializes in helping clients earn top-tier press and high authority backlinks through their data-driven content creation and PR services.

• The agency splits their approach into content creation and content promotion, with a focus on presenting new and interesting information through data journalism practices.

• Fractal leverages various datasets, both open data from government agencies and private industry data, to create compelling and unique content that attracts attention and builds relevant links.