This document discusses the importance of content strategy and focusing on the user. It advocates revitalizing, refurbishing, or rethinking content strategy to put the needs of end users at the heart of the process. Several slides provide examples of how to focus on the user through research, taxonomy, editorial planning, experience design, and organic social discovery to create content that users will want to share. The overall message is that content must be "priceless" and meet user needs for the marketing efforts to be effective.

1. 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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@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

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