The Death of Marketing & The Rise of the Content Engineer

The Death of Marketing and the Rise of the Content

Engineer

What It Means

What You Will Get From This Presentation

How Technology is Creating New Opportunities for Your Future!

What is a Content Engineer?Engaging Customer 2.0Evolution of Marketing and MarketersWhere Do You go from Here?Where does UOP go from Here?

Juxtaposition: The English Major as Technologist – The

Recipe

• The Start - Creative – Words / Images • Ad Agency / Direct Marketing Experience – Applying Numbers to

Words• Ah Ha Moment! – Web Analytics – We Can Gather Empirical Data • Recognize Patterns – Online is Really the Same as Off Line• Four Essential Business Models / 15 years / Five Companies

later• Measure / Monitor / Maximize

Rand Schulman [email protected]

Rand has been a technology executive for the past 25 years and helped create an industry - inventing brand name online marketing and new media companies. In 2005 he was named one of the Top 100 BtoB marketing executives by BtoB Magazine, and has been on the executive team for two IPOs and served as a public company officer at three technology firms. He has been active advisor and board member to several Social Media companies. He is regularly quoted in the WSJ, Business Week, and in numerous industry publications. Rand is a founder and past board member of the Web Analytics Association. Rand holds a BA in English from the University of the Pacific.

@RandSchulman

Juxtaposition – The Engineer as

Communicator• The Start – Analytical – I can optimize almost anything! • The Icing – Business – Strategy and communication• Product Management/Product Marketing Experience–

Defining & communicating product strategy• Ah Ha Moment #1 – Web Analytics – We can finally

optimize marketing! • Ah Ha Moment #2 – An engineer who can communicate is

priceless • Measure / Monitor / Maximize

You cannot improve what you cannot measure!

Pelin Thorogood [email protected]

Pelin is a new media marketer and entrepreneur, with success in both venture-backed startups and public companies. Throughout her career as a high technology executive, she has consistently been in the forefront of emerging technologies and trends. Pelin sits on boards and advises new media and cloud computing companies and was named one of the “20 Women to Watch” in sales lead management, and is a regular speaker and author on “Social Media topics. She also serves as a guest lecturer and a virtual Entrepreneur-in-Residence for Cornell's Johnson Graduate School of Management. Pelin holds a Bachelor of Science in Operations Research, M.Eng and MBA degrees, all from Cornell University.

@PelinT

What does it mean to be a Content Engineer?

Both LEFT and RIGHT Brain Required:One Part Creative DirectorOne Part Data Analyst

Content Creation

Business Metrics

Technology Driven

The Customer is Driving the Conversation

“…social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers. Think about that.

Most of marketing and press/analyst relations are being trumped by customers talking to customers. ”

Geoffrey James BNET

What it means - Content is KEY to Marketing Success

Invest in the Content EngineerListen before you talkEngage in the conversationCreate a Virtuous Marketing CycleBuild a culture of measurement….and Repeat!

Listen Before You TalkSocial Media Analytics

Listen Before You Talk Social Media Sentiments

What it Means - Engage in the Conversation

Create relevant contentGo where your customers areEmpower your community managersLeverage different social channels for different purposesPower the community!

InboundWriter Engages both Search Engines and Readers

Emergence of Inbound Marketing

Outbound v Inbound Interrupt-driven

TalkingProgram $$

PushBusiness-Generated

Press releases, seminars, videos, collateral

Business Connections Building Websites

Sales Cycle

Organic / Findability-basedListeningPeople $$ PullUser-GeneratedBlog posts, podcasts, LinkedIn & Facebook groups, YouTubeSocial ConnectionsBuilding CommunitiesBuying Cycle

15

2011 Marketing Trends

Content Engineers Create Relevance

Relevant content is key to findability SEO (search engine optimization) & link-building

Relevant content is key to customer engagement, stickiness and community building

Relevance Engagement ConversionCreativity without Conversion = ZERO

You are key to Creating a Virtuous Marketing Cycle™

What it Means - Social Media in Action

Reach – Whole Foods, InsideView (client)Engagement - Nordstrom'sTransparency – California Olive FarmsContent Relevance – CitrixRe-branding – Domino’s PizzaCrisis Management –Wright County Farms, Domino’s Pizza

The Content Engineer’s Work is (Now) Measured &

Optimized

What it Means - Use the Latest Technologies

What it Means - Demand is Greater Than Supply

Content is Becoming More Critical to Business The Rate of Change is Unbelievable Industry Can’t find Skills to fill PositionsStarting pay for Skills is Very High - $60k+ The Future is Extremely Bright!

English Classes You Might Consider

ENGL 025. Introduction to English Studies

ENGL 082. How English Works *

ENGL 107. Creative Writing – Non Fiction *

ENGL 109. Writing in the Workplace *

ENGL 111. Creative Writing *  

Other possible COP courses could include – film, psychology and writing in a cultural context

Communications Classes You Might Consider

COMM 031.  Media and Society *

COMM 050. Introduction to Communication Technologies

COMM 132.  Writing for the Media *

COMM 135 Principals of Public Relations

COMMS 139 Principals of Mass Communications

COMMS 155. Persuasion *

COMMS 160. Communications Research Methods  

Business School Classes You Might Consider BUSI 107 Marketing Management *

BUSI 141 Marketing Research

BUSI 143 Product Innovation

BUSI 145 Retailing and Channels

BUSI 147 Consumer Behavior

BUSI 149 Strategic Marketing *

BUSI 172 Entrepreneurship

BUSI 181 Strategic Management & Policy

BUSI 188 Data and Decisions *

And From the Engineering School

Current Technology Minor Could be Nicely Incorporated

You Will Need to Know What it Means

What is Search?SEO, (Organic)SEM, (Paid)

Four Fundamental Online Models eCommerce (sell more product)On-line Media (stickiness, ad space) Service / Support (cost deflection)Lead Generation (names)

The Tools Content EngineerWhat is Marketing Automation What is CRMWhat is Web AnalyticsWhat is Behavioral Targeting

Find Out About What it MeansBryan Eisenberg – Digital MarketingCall to Action Waiting for Your Cat to BarkJim Sterne – Web AnalyticsWorld Wide Web MarketingPaco Underhill – Buying Behavior Why We BuyMarshal McLuhan – Philosophy / CommunicationThe Medium is the MessageDavid Ogilvy – Advertising / Marketing Ogilvy on AdvertisingVance Packard – Persuasion / Sociology The Hidden PersuadersJohn Blossom – Social Media Content Nation

www.schulmanthorogood.com