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The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
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The Death of Marketing & The Rise of the Content Engineer

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Presentation delivered at the University of the Pacific (UoP) on April 25, 2011.

Presentation delivered at the University of the Pacific (UoP) on April 25, 2011.

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  • Hubspot
  • Tool examples – availablility and cost
  • Transcript

    • 1. The Death of Marketing and the Rise of the Content Engineer What It Means
    • 2. What You Will Get From This Presentation
          • How Technology is Creating New Opportunities for Your Future!
              • What is a Content Engineer?
              • Engaging Customer 2.0
              • Evolution of Marketing and Marketers
              • Where Do You go from Here?
              • Where does UOP go from Here?
    • 3. 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
    • 4. Rand Schulman [email_address] 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
    • 5. 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!
    • 6. Pelin Thorogood [email_address] 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
    • 7. What does it mean to be a Content Engineer?
      • Both LEFT and RIGHT Brain Required :
      • One Part Creative Director One Part Data Analyst
        • Content Creation
        • Business Metrics
        • Technology Driven
    • 8. 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
    • 9. What it means - Content is KEY to Marketing Success
      • Invest in the Content Engineer
      • Listen before you talk
      • Engage in the conversation
      • Create a Virtuous Marketing Cycle
      • Build a culture of measurement
      • ….and Repeat!
    • 10. Listen Before You Talk Social Media Analytics
    • 11. Listen Before You Talk Social Media Sentiments
    • 12. What it Means - Engage in the Conversation
      • Create relevant content
      • Go where your customers are
      • Empower your community managers
      • Leverage different social channels for different purposes
      • Power the community !
    • 13. InboundWriter Engages both Search Engines and Readers
    • 14. Emergence of Inbound Marketing
    • 15. 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
    • 16. 2011 Marketing Trends
    • 17. 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  Conversion
      • Creativity without Conversion = ZERO
    • 18. You are key to Creating a Virtuous Marketing Cycle™
    • 19. What it Means - Social Media in Action
      • Reach – Whole Foods, InsideView (client)
      • Engagement - Nordstrom's
      • Transparency – California Olive Farms
      • Content Relevance – Citrix
      • Re-branding – Domino’s Pizza
      • Crisis Management –Wright County Farms, Domino’s Pizza
    • 20. The Content Engineer’s Work is (Now) Measured & Optimized
    • 21. What it Means - Use the Latest Technologies
    • 22. 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 Positions
      • Starting pay for Skills is Very High - $60k+
      • The Future is Extremely Bright!
    • 23. 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
    • 24. 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  
    • 25. 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 *
    • 26. And From the Engineering School Current Technology Minor Could be Nicely Incorporated
    • 27. 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 Engineer What is Marketing Automation What is CRM What is Web Analytics What is Behavioral Targeting
    • 28. Find Out About What it Means Bryan Eisenberg – Digital Marketing Call to Action Waiting for Your Cat to Bark Jim Sterne – Web Analytics World Wide Web Marketing Paco Underhill – Buying Behavior Why We Buy Marshal McLuhan – Philosophy / Communication The Medium is the Message David Ogilvy – Advertising / Marketing Ogilvy on Advertising Vance Packard – Persuasion / Sociology The Hidden Persuaders John Blossom – Social Media Content Nation
    • 29. www.schulmanthorogood.com

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