C3 2014 Breakout Gerace and Broitmain

1. REVITALIZE, REFURBISH OR
RETHINK? OWN YOUR
CONTENT STRATEGY.
Tom Gerace, Founder & CEO
Adam Broitman, VP, Global Digital Marketing

2. 2
#C3NY
Text or Media Slide
TITLE
Subtitle
Content Strategy
@tomgerace

3. 3
#C3NY
“We live in a Galilean web world,
while we execute a Ptolemaic web strategy.”
Andrew Davis
@tomgerace

4. 4
#C3NY
Source: Andrew Davis
@tomgerace

5. 5
#C3NY
@tomgerace
Source: Andrew Davis

6. 6
#C3NY
1. What's connecting to your
audience and bringing them to your site?
2. What's converting them?
@tomgerace

7. 7
#C3NY
What
topics
connect
@tomgerace

8. 8
#C3NY
What
creators
connect
@tomgerace

9. 9
#C3NY
What
connects
socially
@tomgerace

10. 10
#C3NY
John Doe, Acme Corporation
@tomgerace
www.skyword.com/contentstandard/innovatorseries/kevin-spacey-an-interview

11. 11
#C3NY
PRICELESS STORYTELLING
@AdamBroitman

12. 12
#C3NY
The First Social Media Marketing Campaign?
CONTENT MARKETING?
@AdamBroitman

13. 13
#C3NY
FROM OBSERVING TO ENABLING PRICELESS
@AdamBroitman

14. 14
#C3NY
“Content Marketing” is Inherently Flawed.
@AdamBroitman

15. 15
#C3NY
GREAT CONTENT
@AdamBroitman

16. 16
#C3NY
GREAT MARKETING
@AdamBroitman

17. 17
#C3NY
GREAT CONTENT MARKETING?
@AdamBroitman

18. 18
#C3NY
WANT GREAT CONTENT, BE GREAT!
OR YOU CAN SETTLE FOR “GOOD.” THEN YOU
WILL SURELY WIND UP WITH CONTENT
MARKETING GARBAGE.
@AdamBroitman

19. 19
#C3NY
BEING A GREAT STORY TELLER REQUIRES TELLING STORIES PEOPLE WANT TO HEAR
@AdamBroitman

20. 20
#C3NY
FROM CONVERSATION TO CONTENT

21. 21
#C3NY
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.

22. 22
#C3NY
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.

23. 23
#C3NY
Focus On The User: Research>Taxonomy>Editorial planning
Family
Weekend
With Kids
Perfect Day
Friends
Girls Night
Out
Guys Night
Out
Romance
Date Night
Weekend
Without Kids
Passions
@AdamBroitman

24. 24
#C3NY
FOCUS ON THE USER: RESEARCH>TAXONOMY>USER EXPERIENCE DESIGN>UTILITY
@AdamBroitman

25. 25
#C3NY
FOCUS ON THE USER: RESEARCH>SEARCH AND DISCOVERY
@AdamBroitman

26. 26
#C3NY
FOCUS ON THE USER: ORGANIC SOCIAL DISCOVERY AND STRATEGIC DISTRIBUTION
@AdamBroitman

27. 27
#C3NY
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

28. 28
#C3NY
MAKE YOUR CONTENT PRICELESS
ONLY THEN WILL THE MARKETING BE EFFECTIVE
@AdamBroitman

29. TOM GERACE
www.skyword.com
@tomgerace
tom@skyword.com
ADAM BROITMAN
www.priceless.com
@AdamBroitman