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Revitalize, Refurbish or Rethink? Own Your Content Strategy. -- Skyword + Mastercard

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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. -- Skyword + Mastercard

  1. 1. REVITALIZE, REFURBISH OR RETHINK? OWN YOUR CONTENT STRATEGY. Tom Gerace, Founder & CEO Adam Broitman, VP, Global Digital Marketing
  2. 2. #C3NY 2 TITLE SubCtitolentent Strategy Text or Media Slide @tomgerace
  3. 3. #C3NY 3 “We live in a Galilean web world, while we execute a Ptolemaic web strategy.” Andrew Davis @tomgerace
  4. 4. #C3NY 4 Source: Andrew Davis @tomgerace
  5. 5. #C3NY 5 @tomgerace Source: Andrew Davis
  6. 6. #C3NY 6 1. What's connecting to your audience and bringing them to your site? 2. What's converting them? @tomgerace
  7. 7. #C3NY 7 What topics connect @tomgerace
  8. 8. #C3NY 8 What creators connect @tomgerace
  9. 9. #C3NY 9 What connects socially @tomgerace
  10. 10. #C3NY 10 John Doe, Acme Corporation www.skyword.com/contentstandard/innovatorseries/kevin-spacey-an-interview @tomgerace
  11. 11. #C3NY 11 PRICELESS STORYTELLING @AdamBroitman
  12. 12. #C3NY 12 CONTENT MARKETING? The First Social Media Marketing Campaign? @AdamBroitman
  13. 13. #C3NY 13 FROM OBSERVING TO ENABLING PRICELESS @AdamBroitman
  14. 14. #C3NY 14 “Content Marketing” is Inherently Flawed. @AdamBroitman
  15. 15. #C3NY 15 GREAT CONTENT @AdamBroitman
  16. 16. #C3NY 16 GREAT MARKETING @AdamBroitman
  17. 17. #C3NY 17 GREAT CONTENT MARKETING? @AdamBroitman
  18. 18. #C3NY 18 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 19 BEING A GREAT STORY TELLER REQUIRES TELLING STORIES PEOPLE WANT TO HEAR @AdamBroitman
  20. 20. #C3NY 20 FROM CONVERSATION TO CONTENT
  21. 21. #C3NY 21 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 22 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 23 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 24 FOCUS ON THE USER: RESEARCH>TAXONOMY>USER EXPERIENCE DESIGN>UTILITY @AdamBroitman
  25. 25. #C3NY 25 FOCUS ON THE USER: RESEARCH>SEARCH AND DISCOVERY @AdamBroitman
  26. 26. #C3NY 26 FOCUS ON THE USER: ORGANIC SOCIAL DISCOVERY AND STRATEGIC DISTRIBUTION @AdamBroitman
  27. 27. #C3NY 27 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 28 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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