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

1. holistic strategy, branding, » speaker biographies
web, 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: annie@seltzerdesign.com
website: www.seltzerdesign.com Diane graduated summa cum laude from the State
blog: www.theseltzerblog.com University of New York at Buffalo, and is a member
twitter: @seltzerdesign of Phi Beta Kappa. Diane serves on the board of the
linkedin: www.linkedin.com/in/anniesmidt 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: diane@pardesommunications.com
strategic planning, corporate and product positioning,
website: www.pardesommunications.com
idea generation, social media; media and analyst
linkedin: www.linkedin.com/pub/diane-
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. holistic strategy, branding, » speaker biographies
web, 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: rs@seltzerdesign.com
information overload and social media mania. website: www.seltzerdesign.com
linkedin: www.linkedin.com/pub/rochelle-selt-
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: ersavla@gmail.com
linkedin: www.linkedin.com/in/erinrodatsavla

3. holistic strategy, branding, » resources
web, 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
(contentmarketinginstitute.com) management, information design, user experience,
Chief Content Office magazine infographics, visual thinking, online education,
(contentmarketinginstitute.com/chief-content-officer) collaboration, and on and on.
Copyblogger (copyblogger.com)
How I keep on top of all these feeds: Feedly.com.
MarketingProfs (marketingprofs.com)
Content Strategy
Web Content Strategy by Kristina Halvorsen
The Content Strategy group at LinkedIn
A List Apart (alistapart.com)
Brain Traffic (blog.braintraffic.com)
Predicate (predicate-llc.com)
Knowledge and Content Management
CMSwire.com
KMWorld feeds for content, knowledge and business
intelligence
Social Business
BrandSavant (brandsavant.com)
Dachis Group (www.dachisgroup.com/blog/)
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. » 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.com | theseltzerblog.com
annie@seltzerdesign.com | @seltzerdesign holistic strategy, branding,
web, design & social media

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