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      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 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
What Will You  Get  From This Presentation? ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Customer is Driving the  Conversation ,[object Object],[object Object],[object Object],[object Object]
6  Keys to Marketing to Customer 2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Listen  Before  You Talk
Social  Intelligence
Engage  in the  Conversation ,[object Object],[object Object],[object Object],[object Object],[object Object]
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™ ,[object Object],[object Object],[object Object],[object Object],[object Object],1  IDC 2010 and Hubspot 2010
Relevance is  Key ,[object Object],[object Object],[object Object],[object Object],[object Object]
Relevance!
Creating a  Virtuous  Marketing Cycle™
Who’s  Doing  What Today? ,[object Object],[object Object],[object Object],[object Object],[object Object]
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 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
6. Keeping  Marketing  Honest
7 Steps to Being a Content  Engineer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
1. Understand  Goals ,[object Object],[object Object],[object Object]
2.  Content  Strategy ,[object Object],[object Object],[object Object],[object Object],Relevant
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 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
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
[object Object],[object Object],[object Object],[object Object],3. Inner Data Analyst
[object Object],[object Object],[object Object],[object Object],Leveraging Data
4. Know the Right Tools measurement distribution production
[object Object],[object Object],[object Object],[object Object],[object Object],5. Create Relevant Content
Cool Content Examples
[object Object],[object Object],[object Object],[object Object],6. Get it Read
[object Object],[object Object],[object Object],[object Object],7. Measure & Adjust
www.schulmanthorogoood.com @pelint @erikbratt @randschulman

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Rise of the Content Engineer

  • 1. Using Content to Drive Online Business Results Rise of the Content Engineer
  • 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.
  • 4.
  • 5.
  • 6. Listen Before You Talk
  • 8.
  • 9. Emergence of Inbound Marketing
  • 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. 2011 Marketing Trends
  • 12.
  • 13.
  • 15. Creating a Virtuous Marketing Cycle™
  • 16.
  • 21. White Paper Example Goal: Generate leads Strategy: Demystify web analytics w/free download Result: 8K leads
  • 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. 6. Keeping Marketing Honest
  • 24.
  • 25.
  • 26.
  • 27. Who are they? Demos. Why are they valuable? (connect to your goals) How can you help? Personas
  • 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. 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.
  • 31.
  • 32. 4. Know the Right Tools measurement distribution production
  • 33.
  • 35.
  • 36.

Editor's Notes

  1. Hubspot
  2. Tool examples – availablility and cost
  3. 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.”
  4. 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.
  5. 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.
  6. 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.
  7. 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.
  8. 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.
  9. Every strategy
  10. 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.