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Does your brand’s content need revitalizing, refurbishing, or rethinking? Is your content beating out competitor content in search and social? Paid media is not the only way to be discovered — with the right strategy your content can have amazing organic reach! In this session packed with tips and tricks, you’ll learn to identify the top search and social tactics for needed to beef up your content calendar and also make sure that your content is distributed far and wide. Explore how to inventory your content, assess your strategy going forward, maximize your return, and communicate your results internally. This session is a can’t miss for anyone interested in content marketing.
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REVITALIZE, REFURBISH OR RETHINK? OWN YOUR CONTENT STRATEGY.
Tom Gerace, Founder & CEO
Adam Broitman, VP, Global Digital Marketing
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Text or Media Slide
TITLESubtitleContent Strategy
@tomgerace
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“We live in a Galilean web world,
while we execute a Ptolemaic web strategy.”
Andrew Davis
@tomgerace
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Source: Andrew Davis
@tomgerace
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Source: Andrew Davis
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1. What's connecting to youraudience and bringing them to your site?
2. What's converting them?
@tomgerace
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What topics
connect
@tomgerace
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What creatorsconnect
@tomgerace
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What connects
socially
@tomgerace
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John Doe, Acme Corporation
@tomgerace
www.skyword.com/contentstandard/innovatorseries/kevin-spacey-an-interview
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PRICELESS STORYTELLING
@AdamBroitman
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The First Social Media Marketing Campaign?
CONTENT MARKETING?
@AdamBroitman
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FROM OBSERVING TO ENABLING PRICELESS
@AdamBroitman
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“Content Marketing” is Inherently Flawed.
@AdamBroitman
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GREAT CONTENT
@AdamBroitman
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GREAT MARKETING
@AdamBroitman
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GREAT CONTENT MARKETING?
@AdamBroitman
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WANT GREAT CONTENT, BE GREAT!
OR YOU CAN SETTLE FOR “GOOD.” THEN YOU
WILL SURELY WIND UP WITH CONTENT
MARKETING GARBAGE.
@AdamBroitman
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BEING A GREAT STORY TELLER REQUIRES TELLING STORIES PEOPLE WANT TO HEAR
@AdamBroitman
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FROM CONVERSATION TO CONTENT
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u s e r - c e n t e r e d m a r k e t i n g
Putting the the needs, wants, and limitations of end users
at the heart of each stage of the decision-making process
when designing programs to drive awareness, intent, and
conversion within markets.
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There are amazing cities all across the world.
Each one has its own look.And its own feel.
Its own voice.And its own character.
These are the things that make every city an original.
The experiences you seek out.The experiences you share.The experiences you love.
MasterCard understands why you love your city. That’s why we created Priceless Cities.
To help you get even more out of your experiences.
So get out there…and love your city.
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Focus On The User: Research>Taxonomy>Editorial planning
Family
Weekend With Kids
Perfect Day
Friends
Girls Night Out
Guys Night Out
Romance
Date NightWeekend
Without Kids
Passions
@AdamBroitman
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FOCUS ON THE USER: RESEARCH>TAXONOMY>USER EXPERIENCE DESIGN>UTILITY
@AdamBroitman
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FOCUS ON THE USER: RESEARCH>SEARCH AND DISCOVERY
@AdamBroitman
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FOCUS ON THE USER: ORGANIC SOCIAL DISCOVERY AND STRATEGIC DISTRIBUTION
@AdamBroitman
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FOCUS ON THE USER: ORGANIC SOCIAL DISCOVERY
1. CN Tower Edgewalk: Sky
High (Toronto-Family) - 3,113
Shares
2. The Berkshire Room: Dealer's
Choice (Chicago-Friends) -
364 Shares
3. The Grange: Farm Fresh in
Harlem (New York-Friends) -
265 Shares
@AdamBroitman
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MAKE YOUR CONTENT PRICELESS
ONLY THEN WILL THE MARKETING BE EFFECTIVE
@AdamBroitman
TOM GERACEwww.skyword.com
@tomgerace
ADAM BROITMAN
www.priceless.com
@AdamBroitman
