Using Content to Drive  Online Business Results Rise of the Content Engineer
Erik is a content strategist and new media marketing executive with two decades of technology communications experience fo...
What Will You  Get  From This Presentation? <ul><ul><ul><li>How  Online Marketing  &  Social Media  have changed everythin...
The Customer is Driving the  Conversation <ul><li>“ … social media has become massively more important because  customers ...
6  Keys to Marketing to Customer 2.0 <ul><li>Listen  before you talk </li></ul><ul><li>Engage  in the conversation </li></...
Listen  Before  You Talk
Social  Intelligence
Engage  in the  Conversation <ul><li>Create  relevant  content </li></ul><ul><li>Go where your  customers  are </li></ul><...
Emergence of  Inbound  Marketing
Outbound v  Inbound Interrupt-driven Talking Program $$ Push Business-Generated Press releases, seminars, videos, collater...
2011  Marketing  Trends
Era of the  Content   Engineer™ <ul><li>The cost per lead  for inbound marketing is  60% less   than   outbound marketing ...
Relevance is  Key <ul><li>Relevant content is key to  findability  </li></ul><ul><ul><ul><li>SEO & link-building </li></ul...
Relevance!
Creating a  Virtuous  Marketing Cycle™
Who’s  Doing  What Today? <ul><li>Reach  – Whole Foods, InsideView (client) </li></ul><ul><li>Content Marketing  – Roberts...
Content Case Study
Content Case Study
Content Case Study
Content Case Study
White Paper Example Goal:  Generate leads Strategy:  Demystify web analytics w/free download Result:  8K leads
Establishing A Culture of Measurement COMPANY SCORECARD ACCOUNT MANAGEMENT PRODUCT MANAGEMENT MARKETING SALES ADOPTION RAT...
6. Keeping  Marketing  Honest
7 Steps to Being a Content  Engineer <ul><li>Understand Business Goals </li></ul><ul><li>Create a Content Strategy </li></...
1. Understand  Goals <ul><li>What is your company trying to accomplish? </li></ul><ul><li>Are you in alignment with market...
2.  Content  Strategy <ul><li>What is your content strategy based on your objectives? </li></ul><ul><li>What type of conte...
Who are they? Demos.  Why are they valuable? (connect to your goals) How can you help?  Personas
‘ Lifecycle’ Content Acquisition Conversion Retention Blogging White papers Email newsletters Online press releases Explan...
Content by Site Type Advertising E-Commerce Lead Gen Support Blogs Landing page copy White papers FAQs Videos Blogs Strate...
<ul><li>Familiarize yourself with web and social measurement </li></ul><ul><li>Understand how content drives results based...
<ul><li>Measurement can be used to help in the following areas: </li></ul><ul><ul><li>Planning : Which content drove past ...
4. Know the Right Tools measurement distribution production
<ul><li>Use data to understand what your audience is interested in; what types of content work best </li></ul><ul><li>Be c...
Cool Content Examples
<ul><li>Distribute through: social channels, customer advocates, influencers, paid advertising, etc. </li></ul><ul><li>Wor...
<ul><li>Measure impact of content based on objective </li></ul><ul><li>Measure most effective type of content </li></ul><u...
www.schulmanthorogoood.com @pelint @erikbratt @randschulman
Upcoming SlideShare
Loading in...5
×

Rise of the Content Engineer

1,604

Published on

The death of marketing as we know it, and the rise of a new breed of marketer: the content engineer. Includes '7 Steps for Being a Content Engineer'.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,604
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
13
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Hubspot
  • Tool examples – availablility and cost
  • Great quote from Joe Pulizzi, content marketing evangelist, on the importance of content marketing. Brands have no choice but to be interesting, and content is one way of expressing that. Another quote I like is from David Meerman Scott, who wrote New Rules of Marketing and PR: “Prior to the web, organizations had only two significant choices to attract attention: buy expensive advertising or get third-party ink from the media. But the web has changed the rules.”
  • We talked earlier about getting others involved, and here’s an example of a editorial calendar for a group blog, that had people on schedule to produce great content for the company.
  • We talked earlier about getting others involved, and here’s an example of a editorial calendar for a group blog, that had people on schedule to produce great content for the company.
  • We talked earlier about getting others involved, and here’s an example of a editorial calendar for a group blog, that had people on schedule to produce great content for the company.
  • We talked earlier about getting others involved, and here’s an example of a editorial calendar for a group blog, that had people on schedule to produce great content for the company.
  • We talked earlier about getting others involved, and here’s an example of a editorial calendar for a group blog, that had people on schedule to produce great content for the company.
  • Every strategy
  • When you are speaking or writing, it always helps to understand who you are talking to. Creating personas is a great way to understand exactly who you are targeting.
  • Rise of the Content Engineer

    1. 1. Using Content to Drive Online Business Results Rise of the Content Engineer
    2. 2. Erik is a content strategist and new media marketing executive with two decades of technology communications experience for B2B and B2C markets. He has helped both pioneering start-ups and leading technology brands such as Microsoft navigate the emerging digital and social landscape. Erik started his career in journalism before joining WebSideStory (now Adobe ) as Director of Corporate Communications. He helped lead the company’s transformation from a web master tools provider to an enterprise leader. Erik later joined Microsoft in Redmond before accepting a role as VP of Marketing at Telcentris. As a new media consultant, Erik has helped generate high-impact brand awareness, build customer communities, and become more findable on the social web. Erik is a speaker and author, writing best-selling reports for MarketingProfs.com, including Twitter Success Stories and Social Media ROI Success Stories . Follow on Twitter: @erikbratt Erik Bratt, Partner Schulman+Thorogood Group
    3. 3. What Will You Get From This Presentation? <ul><ul><ul><li>How Online Marketing & Social Media have changed everything… and not ! </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Understanding Customer 2.0 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Engaging Customer 2.0 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Evolution of Marketing and Marketers </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>7 Steps to Being a Content Engineer </li></ul></ul></ul></ul></ul>
    4. 4. The Customer is Driving the Conversation <ul><li>“ … social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers.    Think about that. </li></ul><ul><li>Most of your marketing and press/analyst relations are being trumped by customers talking to customers. ”   </li></ul><ul><li> Geoffrey James </li></ul><ul><ul><ul><ul><li>BNET </li></ul></ul></ul></ul>
    5. 5. 6 Keys to Marketing to Customer 2.0 <ul><li>Listen before you talk </li></ul><ul><li>Engage in the conversation </li></ul><ul><li>Invest in the Content Engineer </li></ul><ul><li>Create a Virtuous Marketing Cycle </li></ul><ul><li>Build a culture of measurement </li></ul><ul><li>… and Repeat! </li></ul>
    6. 6. Listen Before You Talk
    7. 7. Social Intelligence
    8. 8. Engage in the Conversation <ul><li>Create relevant content </li></ul><ul><li>Go where your customers are </li></ul><ul><li>Empower your community managers </li></ul><ul><li>Leverage different social channels for different purposes </li></ul><ul><li>Power the community! </li></ul>
    9. 9. Emergence of Inbound Marketing
    10. 10. Outbound v Inbound Interrupt-driven Talking Program $$ Push Business-Generated Press releases, seminars, videos, collateral Business Connections Building Websites Sales Cycle Organic / Findability-based Listening People $$ Pull User-Generated Blog posts, podcasts, LinkedIn & Facebook groups, YouTube Social Connections Building Communities Buying Cycle
    11. 11. 2011 Marketing Trends
    12. 12. Era of the Content Engineer™ <ul><li>The cost per lead for inbound marketing is 60% less than outbound marketing 1 </li></ul><ul><ul><ul><li>Investment in People-dollars </li></ul></ul></ul><ul><ul><ul><li>Investment in Program-dollars </li></ul></ul></ul><ul><li>Content Engineer = One Part Creative Director + One Part Data Analyst </li></ul><ul><ul><ul><li>Both LEFT and RIGHT Brain Required! </li></ul></ul></ul>1 IDC 2010 and Hubspot 2010
    13. 13. Relevance is Key <ul><li>Relevant content is key to findability </li></ul><ul><ul><ul><li>SEO & link-building </li></ul></ul></ul><ul><li>Relevant content is key to customer engagement, stickiness and community building </li></ul><ul><li>Relevance  Engagement  Conversion </li></ul><ul><li>Creativity w/out Conversion = ZERO </li></ul>
    14. 14. Relevance!
    15. 15. Creating a Virtuous Marketing Cycle™
    16. 16. Who’s Doing What Today? <ul><li>Reach – Whole Foods, InsideView (client) </li></ul><ul><li>Content Marketing – Roberts & Durkee, InboundWriter, WebSideStory (Adobe Systems) </li></ul><ul><li>Engagement - Nordstrom's </li></ul><ul><li>Re-branding – Domino’s Pizza </li></ul><ul><li>Crisis Management –Wright County Farms, Domino’s Pizza </li></ul>
    17. 17. Content Case Study
    18. 18. Content Case Study
    19. 19. Content Case Study
    20. 20. Content Case Study
    21. 21. White Paper Example Goal: Generate leads Strategy: Demystify web analytics w/free download Result: 8K leads
    22. 22. Establishing A Culture of Measurement COMPANY SCORECARD ACCOUNT MANAGEMENT PRODUCT MANAGEMENT MARKETING SALES ADOPTION RATE PENETRATION RATE ACCOUNT HEALTH WEBSITE PERFORMANCE CAMPAIGN PERFORMANCE LEADS PIPELINE/OPS BOOKINGS AGGREGATE UTLIZATION CONVERSION By Users By Company Total Seats # of products By Customer By Company Size Visits to Site Visits from Campaigns Pages Visited Leads from Campaign ROI for Campaign Leads by Product Type By Product Type By Channel Product Traction Upsell Conversion by Rep Lead Source Lead Status Number of Deals Created by Rep Rep Activity Against Pipeline Value of Deals Won Monthly vs. Quota
    23. 23. 6. Keeping Marketing Honest
    24. 24. 7 Steps to Being a Content Engineer <ul><li>Understand Business Goals </li></ul><ul><li>Create a Content Strategy </li></ul><ul><li>Unleash Your Inner Data Analyst </li></ul><ul><li>Know the Right Tools </li></ul><ul><li>Create Relevant Content </li></ul><ul><li>Get it Read </li></ul><ul><li>Measure & Optimize </li></ul>
    25. 25. 1. Understand Goals <ul><li>What is your company trying to accomplish? </li></ul><ul><li>Are you in alignment with marketing? </li></ul><ul><li>Who are you trying to reach? Audience segments </li></ul>
    26. 26. 2. Content Strategy <ul><li>What is your content strategy based on your objectives? </li></ul><ul><li>What type of content do you need to achieve your objectives? </li></ul><ul><li>How will you measure success? </li></ul><ul><li>What can you recycle? Create an editorial calendar to keep you on track </li></ul>Relevant
    27. 27. Who are they? Demos. Why are they valuable? (connect to your goals) How can you help? Personas
    28. 28. ‘ Lifecycle’ Content Acquisition Conversion Retention Blogging White papers Email newsletters Online press releases Explanatory videos Social media content Infographics Customer video testimonials Customer support content Surveys and trend data Case studies Product tours Video content Data sheets Webinars Social media content Product reviews Blog Podcasts Webinars Contests Blog and forum comments Advertising and search copy
    29. 29. Content by Site Type Advertising E-Commerce Lead Gen Support Blogs Landing page copy White papers FAQs Videos Blogs Strategy guides Product videos Newsletters Product reviews (UGC) Blogs Video tutorials Social media Videos Webinars Help guides Original content Social media Newsletters Social media Comments (UGC) Recommendations Infographics Newsletters Social media
    30. 30. <ul><li>Familiarize yourself with web and social measurement </li></ul><ul><li>Understand how content drives results based on your objectives </li></ul><ul><li>Know how to establish benchmarks </li></ul><ul><li>Use data to optimize and create better content </li></ul>3. Inner Data Analyst
    31. 31. <ul><li>Measurement can be used to help in the following areas: </li></ul><ul><ul><li>Planning : Which content drove past results – traffic, conversions, ‘shares’ </li></ul></ul><ul><ul><li>Reporting: Is the content meeting your objectives? Which type of content is best? </li></ul></ul><ul><ul><li>Optimizing: How can we move the needle above benchmark? </li></ul></ul>Leveraging Data
    32. 32. 4. Know the Right Tools measurement distribution production
    33. 33. <ul><li>Use data to understand what your audience is interested in; what types of content work best </li></ul><ul><li>Be creative </li></ul><ul><li>Tell a story </li></ul><ul><li>Call to action </li></ul><ul><li>Make it consumable </li></ul>5. Create Relevant Content
    34. 34. Cool Content Examples
    35. 35. <ul><li>Distribute through: social channels, customer advocates, influencers, paid advertising, etc. </li></ul><ul><li>Work w/marketing and public relations </li></ul><ul><li>Leverage employees! </li></ul><ul><li>Embed measurement </li></ul>6. Get it Read
    36. 36. <ul><li>Measure impact of content based on objective </li></ul><ul><li>Measure most effective type of content </li></ul><ul><li>Use measurement to drive content – and marketing -- decisions </li></ul><ul><li>Remember: creativity w/out conversions = zero </li></ul>7. Measure & Adjust
    37. 37. www.schulmanthorogoood.com @pelint @erikbratt @randschulman
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×