The Death of Marketing and the Rise of the Content Engineer   What It Means
What  You Will  Get From This Presentation <ul><ul><ul><li>How  Technology is Creating New Opportunities for Your Future! ...
Juxtaposition :  The English Major  as  Technologist  –  The Recipe  <ul><li>The Start -  Creative  – Words / Images  </li...
Rand Schulman  [email_address] Rand has been a technology executive for the past 25 years and helped create an industry - ...
Juxtaposition –  The Engineer  as   Communicator <ul><li>The Start –  Analytical  – I can optimize  almost  anything!  </l...
Pelin Thorogood  [email_address] Pelin is a new media marketer and entrepreneur, with success in both venture-backed start...
What does it mean  to be  a Content Engineer? <ul><li>Both  LEFT  and  RIGHT  Brain Required : </li></ul><ul><li>One Part ...
The Customer is Driving the  Conversation <ul><li>“ … social media has become massively more important because  customers ...
What it means -  Content   is KEY to Marketing Success  <ul><li>Invest  in the Content Engineer </li></ul><ul><li>Listen  ...
Listen  Before  You Talk Social Media  Analytics
  Listen  Before  You Talk  Social Media  Sentiments
What it Means -  Engage  in the Conversation <ul><li>Create  relevant  content </li></ul><ul><li>Go where your  customers ...
  InboundWriter  Engages both Search Engines and Readers
Emergence of  Inbound  Marketing
Outbound v  Inbound Interrupt-driven Talking Program $$ Push Business-Generated Press releases, seminars, videos, collater...
2011  Marketing  Trends
Content Engineers Create  Relevance   <ul><li>Relevant content is key to  findability  </li></ul><ul><ul><ul><li>SEO (sear...
You  are key to Creating a Virtuous Marketing Cycle™
What it Means  - Social Media   in Action <ul><li>Reach  – Whole Foods, InsideView (client) </li></ul><ul><li>Engagement  ...
The Content Engineer’s Work is  (Now)  Measured & Optimized
What it Means  -  Use the Latest Technologies
What it Means  - Demand is  Greater  Than Supply <ul><li>Content  is Becoming More Critical to Business  </li></ul><ul><li...
English Classes  You  Might Consider ENGL 025. Introduction to English Studies  ENGL 082. How English Works * ENGL 107. Cr...
Communications Classes  You  Might Consider COMM 031.  Media and Society * COMM 050. Introduction to Communication Technol...
Business School Classes  You  Might Consider  BUSI 107 Marketing Management * BUSI 141 Marketing Research  BUSI 143 Produc...
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   eComm...
Find Out About  What it Means Bryan Eisenberg – Digital Marketing Call to Action   Waiting for Your Cat to Bark Jim Sterne...
www.schulmanthorogood.com
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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.

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

    1. 1. The Death of Marketing and the Rise of the Content Engineer What It Means
    2. 2. What You Will Get From This Presentation <ul><ul><ul><li>How Technology is Creating New Opportunities for Your Future! </li></ul></ul></ul><ul><ul><ul><ul><ul><li>What is a Content Engineer? </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>Where Do You go from Here? </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Where does UOP go from Here? </li></ul></ul></ul></ul></ul>
    3. 3. Juxtaposition : The English Major as Technologist – The Recipe <ul><li>The Start - Creative – Words / Images </li></ul><ul><li>Ad Agency / Direct Marketing Experience – Applying Numbers to Words </li></ul><ul><li>Ah Ha Moment! – Web Analytics – We Can Gather Empirical Data </li></ul><ul><li>Recognize Patterns – Online is Really the Same as Off Line </li></ul><ul><li>Four Essential Business Models / 15 years / Five Companies later </li></ul><ul><li>Measure / Monitor / Maximize </li></ul>
    4. 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. 5. Juxtaposition – The Engineer as Communicator <ul><li>The Start – Analytical – I can optimize almost anything! </li></ul><ul><li>The Icing – Business – Strategy and communication </li></ul><ul><li>Product Management/Product Marketing Experience– Defining & communicating product strategy </li></ul><ul><li>Ah Ha Moment #1 – Web Analytics – We can finally optimize marketing! </li></ul><ul><li>Ah Ha Moment #2 – An engineer who can communicate is priceless  </li></ul><ul><li>Measure / Monitor / Maximize </li></ul><ul><li>You cannot improve what you cannot measure! </li></ul>
    6. 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. 7. What does it mean to be a Content Engineer? <ul><li>Both LEFT and RIGHT Brain Required : </li></ul><ul><li>One Part Creative Director One Part Data Analyst </li></ul><ul><ul><li>Content Creation </li></ul></ul><ul><ul><li>Business Metrics </li></ul></ul><ul><ul><li>Technology Driven </li></ul></ul>
    8. 8. 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 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>
    9. 9. What it means - Content is KEY to Marketing Success <ul><li>Invest in the Content Engineer </li></ul><ul><li>Listen before you talk </li></ul><ul><li>Engage in the conversation </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>
    10. 10. Listen Before You Talk Social Media Analytics
    11. 11. Listen Before You Talk Social Media Sentiments
    12. 12. What it Means - 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>
    13. 13. InboundWriter Engages both Search Engines and Readers
    14. 14. Emergence of Inbound Marketing
    15. 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. 16. 2011 Marketing Trends
    17. 17. Content Engineers Create Relevance <ul><li>Relevant content is key to findability </li></ul><ul><ul><ul><li>SEO (search engine optimization) & 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 without Conversion = ZERO </li></ul>
    18. 18. You are key to Creating a Virtuous Marketing Cycle™
    19. 19. What it Means - Social Media in Action <ul><li>Reach – Whole Foods, InsideView (client) </li></ul><ul><li>Engagement - Nordstrom's </li></ul><ul><li>Transparency – California Olive Farms </li></ul><ul><li>Content Relevance – Citrix </li></ul><ul><li>Re-branding – Domino’s Pizza </li></ul><ul><li>Crisis Management –Wright County Farms, Domino’s Pizza </li></ul>
    20. 20. The Content Engineer’s Work is (Now) Measured & Optimized
    21. 21. What it Means - Use the Latest Technologies
    22. 22. What it Means - Demand is Greater Than Supply <ul><li>Content is Becoming More Critical to Business </li></ul><ul><li>The Rate of Change is Unbelievable </li></ul><ul><li>Industry Can’t find Skills to fill Positions </li></ul><ul><li>Starting pay for Skills is Very High - $60k+ </li></ul><ul><li>The Future is Extremely Bright! </li></ul>
    23. 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. 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. 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. 26. And From the Engineering School Current Technology Minor Could be Nicely Incorporated
    27. 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. 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. 29. www.schulmanthorogood.com

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