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Breakfast Forum #9


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Content, Convergence & Community: How and Why Content Marketing is Good for Business

Published in: Design, Business, Technology
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Breakfast Forum #9

  1. 1. holistic strategy, branding, » speaker biographiesweb, design & social media Panelists Polaroid, Microsoft, Avid Technologies, Wall Street Annie Smidt | Seltzer Journal Interactive Edition, Freixenet sparkling wine, TJ Maxx. Annie is a web/print designer and strategist. Annie has created brand identities and full suites of collateral Diane integrates strategic planning — which is tightly for a wide range of companies. She is an evangelist aligned to a company’s goals — with innovative for good and humane user experience design — on the programs and solid implementation to help clients web and in print but also in real life processes and grow and increase their impact on key audiences. communications. She believes that clear design and clear thinking go hand in hand, and for that reason Diane is passionate about media relations and focuses loves to help clients crystallize their ideas and capture on establishing relationships with reporters and them in visualizations. getting to know their specific needs and interests. Her strong media relations expertise gives her a critical Annie received a BFA from the University of understanding of what resonates with the press, and Toronto and has also studied at the School of the how to develop stories that capture their attention Museum of Fine Arts, Massachusetts College of Art, and result in coverage. Her award-winning campaigns Ontario College of Art and Design, and Woodstock have garnered coverage in such outlets as The Wall Photographic Workshops, amongst others. She is Street Journal, The New York Times, Fast active in several Boston-area technology groups and Company. U.S. News & World Report, Associated is a voracious consumer of many forms of media Press, Fortune and BusinessWeek; in numerous concerning design, social media, user experience, online and trade publications; in local market media; marketing, culture, art, sustainability and efficiency. in social media; and on CNN-TV and local broadcast outlets. email: website: Diane graduated summa cum laude from the State blog: University of New York at Buffalo, and is a member twitter: @seltzerdesign of Phi Beta Kappa. Diane serves on the board of the linkedin: Boston chapter of Public Relations Society of America (PRSA) and is a member of the Boston Club, where she serves on the Strategic Planning committee. In addition to providing public relations counsel Diane Pardes | Pardes Communications and services, Diane conducts corporate training on Diane Pardes provides senior counsel, planning and effective public relations techniques and has been a strategic execution of public relations programs. guest lecturer on public relations at Tufts University. With more than 20 years of experience in high- Diane was selected twice as one of the top ten PR tech, business-to-business and consumer PR, her professionals by Women’s Business. expertise spans all areas of public relations including email: strategic planning, corporate and product positioning, website: idea generation, social media; media and analyst linkedin: relations, and editorial services. She has designed and pardes/0/667/322 implemented results-driven campaigns for emerging companies as well as industry leaders such as IBM,
  2. 2. holistic strategy, branding, » speaker biographiesweb, design & social media Erin Rodat-Savla | Independent Consultant Moderator Rochelle Seltzer | Seltzer Why I Care about Content Marketing I’m a former marketing communications Rochelle is the Founding Partner and President of professional, but I left marketing (at least as a Seltzer. Her award-winning firm builds strategically primary job) long before “content marketing” took focused, powerful design solutions — including a root. Its seeds were well planted, though. Anyone full range of brand identity, print, and interactive else remember trying to make your websites marketing communications tools — for brand-savvy “sticky”? businesses and non-profits. Seltzer’s clients all have complex service, product or technical information to Where did I go? To wrangle content in a different share with discerning and sophisticated audiences, way. For eight years I ran communities of interest and their senior team — comprised of marketing, for IT executives from Fortune 500 organizations—a design, brand and social media strategists — crafts role where content, community and conversation compelling solutions that resonate with their were bedrock to the service. As de facto editor in clients’ audiences. Rochelle manages the firm and chief, I oversaw the operations and licensing of a serves as Creative Director, overseeing all projects proprietary, web-based document repository, as and ensuring the integrity and quality of the firm’s well as the conversion of the company’s content solutions. management system (to adopt all the 2.0-ness of WordPress). As a result, I’ve picked up a working Rochelle holds a BFA from Moore College of Art and understanding of the tech-ier underpinnings of Design. She is a member of AIGA, is an officer on the content: information architecture, metadata, board of a non-profit and is an active member of The keywords, content chunking, etc., etc. Boston Club. She is a frequent speaker to business audiences about brand development, effective Since leaving that post a year and a half ago (for a marketing communications, maximizing the family-building career hiatus), I’ve made a study of web for business success and the power of design the ever-evolving worlds of content strategy, content strategy for business. Rochelle has been a judge for marketing and content management. My favorite juried design books, is often quoted in the design nutshell definition of content marketing: “Effective press, and was selected as a Top 10 Advertising and Content = Education + Personality.” (Thank you Marketing Professional by Women’s Business Sonia Simone, Copyblogger.) It’s a deceptively Boston. simple equation, and a handy kick-off to many a conversation about marketing in these days of email: information overload and social media mania. website: linkedin: In my current gig, I get to pull out all the stops on zer/0/aa/ba4 my info-geek and editor-nerd tendencies, consulting on a mix of collaboration management and content marketing for a technology-based research initiative at Boston University School of Medicine. Oh, and because you can’t have a bio without some educational acronyms: I have a B.A. in Literature and Rhetoric (Binghamton University), an MBA and an MS in information systems (Boston University email: linkedin:
  3. 3. holistic strategy, branding, » resourcesweb, design & social media A Sampling of Erin’s Desk References Content Marketing Content marketing and strategy draw from many Content Rules by CC Chapman and Ann Handley disciplines. In addition to these direct resources, I get Content Marketing Institute inspiration and insight from resources on knowledge ( management, information design, user experience, Chief Content Office magazine infographics, visual thinking, online education, ( collaboration, and on and on. Copyblogger ( How I keep on top of all these feeds: MarketingProfs ( Content Strategy Web Content Strategy by Kristina Halvorsen The Content Strategy group at LinkedIn A List Apart ( Brain Traffic ( Predicate ( Knowledge and Content Management KMWorld feeds for content, knowledge and business intelligence Social Business BrandSavant ( Dachis Group ( Never Goes out of Style The Elements of Style by Strunk & White content marketing, convergence and community first: everyone at your organization must be “on the same page” (and enthused!) customer touchpoints content convergence community relevant online & in real life once engaged they’ll spread the word useful different ways to engage your audience they’ll learn from each other targeted media support & leverage each other they’ll teach you non-manipulative throughout: visual and verbal communications should be branded with a cohesive image & tone Seltzer Design
  4. 4. » branding, design, web & media to help you reach your audiences You market to a discerning and sophisticated A Few of our Clients Boston Private Value audience and want to connect meaningfully. Investors Boston University Medical Our job is to make your marketing successful. Center Brigham and Women’s Hospital Seltzer’s strategically-based, design-centric Children’s Hospital Trust approach to branded communications will Dana-Farber Cancer Institute Egan Maritime Institute/ help your organization prosper. ReMain Nantucket Foster Dykema Cabot & Co From identity development to social media iRelaunch Lahive and Cockfield consulting, our expertise will help your LINK organization crystalize and disseminate its Lourie & Cutler New England Legal message and brand values — to the right Foundation Partners HealthCare System audience, with the right media. We’re excited to Pearson Publications help you tell your story compellingly. Let’s talk Sullivan Shuman & Freedberg TFC Financial Management about how design and strategic content marketing The Boston Club can solve real business problems for you. The Commonwealth Institute Wingate Financial Group what we do strategy and research • company and product naming • tagline development • visual identity design brand launch/relaunch • print design • web design • social media and content marketing find us » 617 353 0303 or 617 395 6705 | | @seltzerdesign holistic strategy, branding, web, design & social media
  5. 5. Core Services Media RelationsExperience ResultsServices