Experts in scalable, sustainable content marketing.
The Skyword Story
One day a few years ago, a light bulb went off in a conference room in Cincinnati. Skyword founder Tom Gerace realized the world had shifted: People were gathering information primarily through Internet search and social media, rather than the morning paper or the evening news. The future of digital marketing lay in the content people were clicking on — not in ads trying to interrupt those billions of searches.
This wasn’t good news for Tom. The company he headed at the time depended on banner ads for its revenue. But looking out from the rubble, he saw massive opportunity, and Skyword was born.
It was December 2010, and banks were still going under.
Venture capitalists refused to invest. It was no time to pivot a business. But Tom and his team were convinced: If they held strong, they would emerge from that dark day with unmatchable momentum.
They did. And they were right.
Today, as more and more brands transform themselves into search destinations, Skyword is right there, leading and advising them. From our headquarters in Downtown Boston – blocks from where the Boston Tea Party occurred – we spend our days helping marketers dump old ways of thinking and lead the
enterprise forward.
Our model, built in partnership with marketers, layers in the technology and systems that allow brands to produce content at scale, together with a community of creatives that rivals any global advertising agency or media company.
How’d we do it?
Every good story turns on a shared set of values, and ours is no different. We recommend these qualities to anyone with the insight and resolve to write new chapters in their relationships
with customers:
The courage to change what you’re doing so you can capture what’s important.
Anything interesting that makes a difference in the world almost always disrupts the status quo. Don’t be afraid to do things differently. Some people will doubt you and roll their eyes. But we say, let the marketplace be your judge.
The desire to become what people love.
You’re not just a marketer — you’re a person. You enjoy real, profound moments of connection as much as anyone else. You don’t particularly like manipulating people into buying things. You’d rather speak the truth and offer them genuinely entertaining experiences.
Stay with that.
An understanding of what
it takes to tell a good story.
In the beginning, it may be hard to convince people to invest what they need to invest in order to create high-quality, original stories. But good stories don’t create themselves as quickly as a Hemingway or a Rowling can type. You get it: Bad content can be worse than
none at all.
An intelligent desire to lead and win.
Whether it’s on the shuffleboard table or in the boardroom, your drive to win overwhelms any fear you have about guiding your colleagues and competitors into the future. You love proving the numbers just as much as you love a great story.
A genuine desire to help.
You walk into work in the morning — maybe you had a rough night, maybe you’re exhausted. Then, you see someone who really needs something. They’re looking everywhere, but they just can’t find it. So you grab a cup of coffee and help them. You totally answer their question, solve their problem, or take their mind off of whatever they were so concerned about. That’s a good day.
