C3 2014 Breakout Gerace and Broitmain

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

TITLE Subtitle Content 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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#C3NY @tomgerace

Source: Andrew Davis

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1. What's connecting to your audience 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 creators connect

@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 Night Weekend

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 GERACE www.skyword.com

@tomgerace

tom@skyword.com

ADAM BROITMAN

www.priceless.com

@AdamBroitman