The Death of Marketing & The Rise of the Content Engineer 2
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The Death of Marketing & The Rise of the Content Engineer 2

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Pelin Thorogood's Sept. 28 InboundWriter presentation, "Death of Marketing as We Know It & The Rise of the Content Engineer."

Pelin Thorogood's Sept. 28 InboundWriter presentation, "Death of Marketing as We Know It & The Rise of the Content Engineer."

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  • Hubspot
  • Tool examples – availablility and cost
  • 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.

The Death of Marketing & The Rise of the Content Engineer 2 The Death of Marketing & The Rise of the Content Engineer 2 Presentation Transcript

  • Adapting Marketing to Changing Customer Behaviors & Demands The Death of Marketing as We Know It & The Rise of the Content Engineer
  • Pelin Thorogood, Principal Schulman+Thorogood Group 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, leading the go-to-market strategy for WebSideStory 's on-demand online marketing suite (acquired by Omniture/Adobe), extending Peregrine Systems' enterprise software business (acquired by HP ) into the web-based employee self service (ESS) category, and in the mid 90s, launching one the very first mobile B2B applications designed for the Windows CE platform. A principal in Schulman+Thorogood Group , Pelin sits on boards and advises new media and cloud computing companies. In 2011, Pelin was named one of the “ 20 Women to Watch ” in sales lead management, and is a regular speaker and author on “Social Selling”, “Social Marketing” and related 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.
  • What Will You Get From This Preso
        • How Online Marketing & Social Media have changed everything… and not !
            • Understanding the Social Customer
            • Evolution of Marketing and Marketers
            • The new tools and tactics to engage the social customer
            • 7 Steps to Being a Content Engineer
  • Customers 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 your marketing and press/analyst relations are being trumped by customers talking to customers. ”  
    • Geoffrey James
          • BNET
  • 6 Keys to Marketing to the Social Customer
    • Listen before you talk
    • Engage in the conversation
    • Invest in the Content Engineer
    • Create a Virtuous Marketing Cycle
    • Build a culture of measurement
    • … and Repeat!
  • Listen Before You Talk
  • Listen Before You Talk
  • 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!
  • Emergence of Inbound Marketing
  • 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
  • 2011 Marketing Trends
  • Era of the Content Engineer™
    • The cost per lead for inbound marketing is 60% less than outbound marketing 1
        • Investment in People-dollars
        • Investment in Program-dollars
    • Content Engineer = One Part Creative Director + One Part Data Analyst
        • Both LEFT and RIGHT Brain Required!
    1 IDC 2010 and Hubspot 2010
  • Relevance is Key
    • Relevant content is key to findability
        • SEO & link-building
    • Relevant content is key to customer engagement, stickiness and community building
    • Relevance  Engagement  Conversion
    • Creativity w/out Conversion = ZERO
  • Relevance!
  • Who ’s Doing What Today?
    • Content Curation - Roberts & Durkee
    • Original Content – WebSideStory (Adobe Systems)
    • Content Optimization - ebeanstalk.com,
    • Mobile Content – Whole Foods
    • Video – InboundWriter
  • Content Curation Source: “Content Rules”
  • Content Curation
  • Simplifying the Complex Goal: Generate leads Strategy: Demystify web analytics w/free download Result: 8K leads
  • Video Content
  • Video Content
  • 7 Steps to Being a Content Engineer
    • Understand Business Goals
    • Create a Content Strategy
    • Unleash Your Inner Data Analyst
    • Know the Right Tools
    • Create Relevant Content
    • Get it Read
    • Measure & Optimize
  • 1. Understand Goals
    • What is your company trying to accomplish?
    • Who is your target audience?
    • Are you in alignment with marketing?
  • 2. Content Strategy
    • What is your content strategy based on your objectives?
    • What types of content do you need?
    • How will you measure success?
    • What can you ‘re-imagine’?
    • Create an editorial calendar to keep you on track
    Relevant
  • Who are they? Demos. Why are they valuable? (connect to your goals) How can you help? Personas Source: Bridgeline Digital
  • ‘ 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
    • Familiarize yourself with web and social measurement
    • Understand how content drives results based on your objectives
    • Know how to establish benchmarks
    • Use data to optimize and create better content
    3. Inner Data Analyst
    • Measurement can be used to help in the following areas:
      • Planning : Which content drove past results – traffic, conversions, ‘shares’
      • Reporting: Is the content meeting your objectives? Which type of content is best?
      • Optimizing: How can we move the needle above benchmark?
    Leveraging Data
  • 4. Know the Right Tools measurement distribution production
    • Use data to understand what your audience is interested in and what types of content work best
    • Marcus Sheriden: “Your customers’ first 50 questions should be your first 50 blog posts.”
    • Be creative
    • Make it consumable
    • Tell a story
    • Call to action
    5. Create Relevant Content
    • Leverage your Community: Social channels, customer advocates, influencers, paid advertising, etc.
    • Work w/marketing and public relations
    • Leverage employees
    • Measure!
    6. Get it Read
    • Measure impact of content based on objective – leads, sales, etc.
    • Measure most effective type of content
    • Use measurement to drive content decisions
    • Remember: creativity w/out conversions = zero
    7. Measure & Adjust
  • Establishing a Culture of Measurement
  • www.schulmanthorogoood.com @stgroup