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. REVITALIZE, REFURBISH OR RETHINK? OWN YOUR CONTENT STRATEGY. Tom Gerace, Founder & CEO Adam Broitman, VP, Global Digital Marketing
- 2. #C3NY 2 TITLE SubCtitolentent Strategy Text or Media Slide @tomgerace
- 3. #C3NY 3 “We live in a Galilean web world, while we execute a Ptolemaic web strategy.” Andrew Davis @tomgerace
- 4. #C3NY 4 Source: Andrew Davis @tomgerace
- 5. #C3NY 5 @tomgerace Source: Andrew Davis
- 6. #C3NY 6 1. What's connecting to your audience and bringing them to your site? 2. What's converting them? @tomgerace
- 7. #C3NY 7 What topics connect @tomgerace
- 8. #C3NY 8 What creators connect @tomgerace
- 9. #C3NY 9 What connects socially @tomgerace
- 10. #C3NY 10 John Doe, Acme Corporation www.skyword.com/contentstandard/innovatorseries/kevin-spacey-an-interview @tomgerace
- 11. #C3NY 11 PRICELESS STORYTELLING @AdamBroitman
- 12. #C3NY 12 CONTENT MARKETING? The First Social Media Marketing Campaign? @AdamBroitman
- 13. #C3NY 13 FROM OBSERVING TO ENABLING PRICELESS @AdamBroitman
- 14. #C3NY 14 “Content Marketing” is Inherently Flawed. @AdamBroitman
- 15. #C3NY 15 GREAT CONTENT @AdamBroitman
- 16. #C3NY 16 GREAT MARKETING @AdamBroitman
- 17. #C3NY 17 GREAT CONTENT MARKETING? @AdamBroitman
- 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. #C3NY 19 BEING A GREAT STORY TELLER REQUIRES TELLING STORIES PEOPLE WANT TO HEAR @AdamBroitman
- 20. #C3NY 20 FROM CONVERSATION TO CONTENT
- 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. #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. #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. #C3NY 24 FOCUS ON THE USER: RESEARCH>TAXONOMY>USER EXPERIENCE DESIGN>UTILITY @AdamBroitman
- 25. #C3NY 25 FOCUS ON THE USER: RESEARCH>SEARCH AND DISCOVERY @AdamBroitman
- 26. #C3NY 26 FOCUS ON THE USER: ORGANIC SOCIAL DISCOVERY AND STRATEGIC DISTRIBUTION @AdamBroitman
- 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. #C3NY 28 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
Editor's Notes
- I am sure all of you are aware of the priceless campaign. Today I am going to tell you a bit about how an iconic brand leveraged the most succesful campaign ever to tell stories and activate experiences
- How many people have heard of our campaign, Priceless? How many people realize the campaign was created in 1997, putting it in it’s 17th year. At the time the campaign was created, social media was not a term people used, not even Friendster was on the market. But I like to think of The Priceless Campaign as one of the first social media campaigns given it’s conversational tone. The original spots presented a very familiar scenario and invited people to share their version of Priceless. How many people know the tag line here? Shout it out. The question is, is this content marketing? I suppose not as, at that time, that was not the buzz phrase du jour
- Since that time we have taken our marketing from simply observing priceless to enabling it through priceless experiences. Part of that is on our Priceless Cities platform where we have one of a kind experiences. But we also wanted to create content that enabled priceless experiences
- And as that platform develops, content is playing an increasingly important role—so we get to the topic of content marketing This term is packed with two masters—often, one is at odds with the other
- This is one master---storytelling, or content. People love great content.
- This is the other, great marketing. People put up with great marketing, and sometimes they love it
- But put the two together and you have a conflict of interests
- With this conflict of interest, how does a brand approach content? Well, it is actually a simple formula. It is the very same way anyone else approaches content creation. Tell great stories. I don’t care how scientific your research is and how “optimized” your content is—the human heart does not care about these things
- Great is defined as telling a story people want to hear. If you want a sure fire way to tell a story people want to hear, tell a story they have already started
- A similar formula to priceless was used, this time we were in the social age and rather than asking people what was Priceless to them, we listened to what they were already talking about and amplified it
- We wrote this homage as our north star to for this initiative. It guides our editors and writers and gives our content purpose beyond simply serving the commercial interests of MasterCard.