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C3 2014 Breakout Gerace and Broitmain

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C3 2014 Breakout Gerace and Broitmain

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C3 2014 Breakout Gerace and Broitmain

  1. 1. REVITALIZE, REFURBISH OR RETHINK? OWN YOUR CONTENT STRATEGY. Tom Gerace, Founder & CEO Adam Broitman, VP, Global Digital Marketing
  2. 2. 2 #C3NY Text or Media Slide TITLE Subtitle Content Strategy @tomgerace
  3. 3. 3 #C3NY “We live in a Galilean web world, while we execute a Ptolemaic web strategy.” Andrew Davis @tomgerace
  4. 4. 4 #C3NY Source: Andrew Davis @tomgerace
  5. 5. 5 #C3NY @tomgerace Source: Andrew Davis
  6. 6. 6 #C3NY 1. What's connecting to your audience and bringing them to your site? 2. What's converting them? @tomgerace
  7. 7. 7 #C3NY What topics connect @tomgerace
  8. 8. 8 #C3NY What creators connect @tomgerace
  9. 9. 9 #C3NY What connects socially @tomgerace
  10. 10. 10 #C3NY John Doe, Acme Corporation @tomgerace www.skyword.com/contentstandard/innovatorseries/kevin-spacey-an-interview
  11. 11. 11 #C3NY PRICELESS STORYTELLING @AdamBroitman
  12. 12. 12 #C3NY The First Social Media Marketing Campaign? CONTENT MARKETING? @AdamBroitman
  13. 13. 13 #C3NY FROM OBSERVING TO ENABLING PRICELESS @AdamBroitman
  14. 14. 14 #C3NY “Content Marketing” is Inherently Flawed. @AdamBroitman
  15. 15. 15 #C3NY GREAT CONTENT @AdamBroitman
  16. 16. 16 #C3NY GREAT MARKETING @AdamBroitman
  17. 17. 17 #C3NY GREAT CONTENT MARKETING? @AdamBroitman
  18. 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. 19 #C3NY BEING A GREAT STORY TELLER REQUIRES TELLING STORIES PEOPLE WANT TO HEAR @AdamBroitman
  20. 20. 20 #C3NY FROM CONVERSATION TO CONTENT
  21. 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. 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. 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. 24 #C3NY FOCUS ON THE USER: RESEARCH>TAXONOMY>USER EXPERIENCE DESIGN>UTILITY @AdamBroitman
  25. 25. 25 #C3NY FOCUS ON THE USER: RESEARCH>SEARCH AND DISCOVERY @AdamBroitman
  26. 26. 26 #C3NY FOCUS ON THE USER: ORGANIC SOCIAL DISCOVERY AND STRATEGIC DISTRIBUTION @AdamBroitman
  27. 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. 28 #C3NY MAKE YOUR CONTENT PRICELESS ONLY THEN WILL THE MARKETING BE EFFECTIVE @AdamBroitman
  29. 29. TOM GERACE www.skyword.com @tomgerace tom@skyword.com ADAM BROITMAN www.priceless.com @AdamBroitman

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