SlideShare a Scribd company logo
      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

More Related Content

What's hot

Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release Presentation
Marketo
 
The SaaS Sales Funnel
The SaaS Sales FunnelThe SaaS Sales Funnel
The SaaS Sales Funnel
Mick Griffin
 
Journey Through the AppExchange: Product-Led Growth with MagicRobot
Journey Through the AppExchange: Product-Led Growth with MagicRobotJourney Through the AppExchange: Product-Led Growth with MagicRobot
Journey Through the AppExchange: Product-Led Growth with MagicRobot
CodeScience
 
Nexales Data management For Agencies
Nexales Data management For AgenciesNexales Data management For Agencies
Nexales Data management For Agencies
RightLeads Marketing
 
The Future of Marketing is Creative
The Future of Marketing is CreativeThe Future of Marketing is Creative
The Future of Marketing is Creative
Marketo
 
Custom Enterprise Lead Management: Score, Integrate, Assign, and Nurture
Custom Enterprise Lead Management: Score, Integrate, Assign, and NurtureCustom Enterprise Lead Management: Score, Integrate, Assign, and Nurture
Custom Enterprise Lead Management: Score, Integrate, Assign, and Nurture
Ron Corbisier
 
Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021
Marketo
 
How to Make the Most of Your Event Strategy in 2022
How to Make the Most of Your Event Strategy in 2022How to Make the Most of Your Event Strategy in 2022
How to Make the Most of Your Event Strategy in 2022
Demandbase
 
Forrester account-based advertising with demandbase
Forrester   account-based advertising with demandbaseForrester   account-based advertising with demandbase
Forrester account-based advertising with demandbase
Demandbase
 
Introduction to Marketing Operations
Introduction to Marketing OperationsIntroduction to Marketing Operations
Introduction to Marketing Operations
Marketo
 
ISV Tech Talk: Usage Metrics for Your LMA Managed Packages
ISV Tech Talk:  Usage Metrics for Your LMA Managed PackagesISV Tech Talk:  Usage Metrics for Your LMA Managed Packages
ISV Tech Talk: Usage Metrics for Your LMA Managed Packages
Salesforce Partners
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That Scales
Marketo
 
Un-Break My Heart: Help Your Prospects Love You Again Using Intent Data
Un-Break My Heart: Help Your Prospects Love You Again Using Intent DataUn-Break My Heart: Help Your Prospects Love You Again Using Intent Data
Un-Break My Heart: Help Your Prospects Love You Again Using Intent Data
Marketo
 
Preparing for an SEO pitch
Preparing for an SEO pitchPreparing for an SEO pitch
Preparing for an SEO pitch
Richard Kirk
 
Marketing Analytics 101: How to Prove and Improve Marketing Impact with Data
Marketing Analytics 101: How to Prove and Improve Marketing Impact with DataMarketing Analytics 101: How to Prove and Improve Marketing Impact with Data
Marketing Analytics 101: How to Prove and Improve Marketing Impact with Data
Marketo
 
NYC HUG 2019: HubSpot Sales Hub Overview
NYC HUG 2019: HubSpot Sales Hub OverviewNYC HUG 2019: HubSpot Sales Hub Overview
NYC HUG 2019: HubSpot Sales Hub Overview
New York City HubSpot User Group
 
BrightEdge Share15 - CM204: Content & Competition: Creation & Curation - Brad...
BrightEdge Share15 - CM204: Content & Competition: Creation & Curation - Brad...BrightEdge Share15 - CM204: Content & Competition: Creation & Curation - Brad...
BrightEdge Share15 - CM204: Content & Competition: Creation & Curation - Brad...
BrightEdge Technologies
 
Marketing automation software or strategy webinar
Marketing automation software or strategy webinarMarketing automation software or strategy webinar
Marketing automation software or strategy webinar
Marketo
 
Marketing Automation: Begging for Machine Learning
Marketing Automation: Begging for Machine Learning Marketing Automation: Begging for Machine Learning
Marketing Automation: Begging for Machine Learning
Demandbase
 
Evaluation - CMO Trends February 2009
Evaluation - CMO Trends February 2009Evaluation - CMO Trends February 2009
Evaluation - CMO Trends February 2009
Michael Leander
 

What's hot (20)

Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release Presentation
 
The SaaS Sales Funnel
The SaaS Sales FunnelThe SaaS Sales Funnel
The SaaS Sales Funnel
 
Journey Through the AppExchange: Product-Led Growth with MagicRobot
Journey Through the AppExchange: Product-Led Growth with MagicRobotJourney Through the AppExchange: Product-Led Growth with MagicRobot
Journey Through the AppExchange: Product-Led Growth with MagicRobot
 
Nexales Data management For Agencies
Nexales Data management For AgenciesNexales Data management For Agencies
Nexales Data management For Agencies
 
The Future of Marketing is Creative
The Future of Marketing is CreativeThe Future of Marketing is Creative
The Future of Marketing is Creative
 
Custom Enterprise Lead Management: Score, Integrate, Assign, and Nurture
Custom Enterprise Lead Management: Score, Integrate, Assign, and NurtureCustom Enterprise Lead Management: Score, Integrate, Assign, and Nurture
Custom Enterprise Lead Management: Score, Integrate, Assign, and Nurture
 
Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021
 
How to Make the Most of Your Event Strategy in 2022
How to Make the Most of Your Event Strategy in 2022How to Make the Most of Your Event Strategy in 2022
How to Make the Most of Your Event Strategy in 2022
 
Forrester account-based advertising with demandbase
Forrester   account-based advertising with demandbaseForrester   account-based advertising with demandbase
Forrester account-based advertising with demandbase
 
Introduction to Marketing Operations
Introduction to Marketing OperationsIntroduction to Marketing Operations
Introduction to Marketing Operations
 
ISV Tech Talk: Usage Metrics for Your LMA Managed Packages
ISV Tech Talk:  Usage Metrics for Your LMA Managed PackagesISV Tech Talk:  Usage Metrics for Your LMA Managed Packages
ISV Tech Talk: Usage Metrics for Your LMA Managed Packages
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That Scales
 
Un-Break My Heart: Help Your Prospects Love You Again Using Intent Data
Un-Break My Heart: Help Your Prospects Love You Again Using Intent DataUn-Break My Heart: Help Your Prospects Love You Again Using Intent Data
Un-Break My Heart: Help Your Prospects Love You Again Using Intent Data
 
Preparing for an SEO pitch
Preparing for an SEO pitchPreparing for an SEO pitch
Preparing for an SEO pitch
 
Marketing Analytics 101: How to Prove and Improve Marketing Impact with Data
Marketing Analytics 101: How to Prove and Improve Marketing Impact with DataMarketing Analytics 101: How to Prove and Improve Marketing Impact with Data
Marketing Analytics 101: How to Prove and Improve Marketing Impact with Data
 
NYC HUG 2019: HubSpot Sales Hub Overview
NYC HUG 2019: HubSpot Sales Hub OverviewNYC HUG 2019: HubSpot Sales Hub Overview
NYC HUG 2019: HubSpot Sales Hub Overview
 
BrightEdge Share15 - CM204: Content & Competition: Creation & Curation - Brad...
BrightEdge Share15 - CM204: Content & Competition: Creation & Curation - Brad...BrightEdge Share15 - CM204: Content & Competition: Creation & Curation - Brad...
BrightEdge Share15 - CM204: Content & Competition: Creation & Curation - Brad...
 
Marketing automation software or strategy webinar
Marketing automation software or strategy webinarMarketing automation software or strategy webinar
Marketing automation software or strategy webinar
 
Marketing Automation: Begging for Machine Learning
Marketing Automation: Begging for Machine Learning Marketing Automation: Begging for Machine Learning
Marketing Automation: Begging for Machine Learning
 
Evaluation - CMO Trends February 2009
Evaluation - CMO Trends February 2009Evaluation - CMO Trends February 2009
Evaluation - CMO Trends February 2009
 

Viewers also liked

The Rise of Inbound Marketing
The Rise of Inbound MarketingThe Rise of Inbound Marketing
The Rise of Inbound Marketing
schulmanthorogood
 
Media Studies Work
Media Studies WorkMedia Studies Work
Media Studies Work
Molly Strike
 
In what ways does your media product use, develop or challenge forms and conv...
In what ways does your media product use, develop or challenge forms and conv...In what ways does your media product use, develop or challenge forms and conv...
In what ways does your media product use, develop or challenge forms and conv...
Molly Strike
 
Annalysing my college magazine
Annalysing my college magazineAnnalysing my college magazine
Annalysing my college magazine
Molly Strike
 
Media evaluation part 1
Media evaluation part 1Media evaluation part 1
Media evaluation part 1
Molly Strike
 
Skills development
Skills developmentSkills development
Skills development
Molly Strike
 
Healthy City
Healthy CityHealthy City
Healthy City
Farhan Iftikhar
 
Ronald mc donald house charities shortened slide
Ronald mc donald house charities shortened slideRonald mc donald house charities shortened slide
Ronald mc donald house charities shortened slide
fitzge25
 
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content EngineerThe Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
schulmanthorogood
 
The Death of Marketing & The Rise of the Content Engineer 2
The Death of Marketing & The Rise of the Content Engineer 2The Death of Marketing & The Rise of the Content Engineer 2
The Death of Marketing & The Rise of the Content Engineer 2
schulmanthorogood
 
B2B internet marketing optimization
B2B internet marketing optimizationB2B internet marketing optimization
B2B internet marketing optimization
Tikak Sumajaya
 
Death of Marketing As We Know It
Death of Marketing As We Know ItDeath of Marketing As We Know It
Death of Marketing As We Know It
schulmanthorogood
 
Customer 2.0 - Inbound Marketing with InsideView and Customer Think
Customer 2.0 - Inbound Marketing with InsideView and Customer ThinkCustomer 2.0 - Inbound Marketing with InsideView and Customer Think
Customer 2.0 - Inbound Marketing with InsideView and Customer Think
HubSpot
 
2013 05 BEA - ’Mobile is eating the World’
2013 05 BEA - ’Mobile is eating the World’2013 05 BEA - ’Mobile is eating the World’
2013 05 BEA - ’Mobile is eating the World’
Benedict Evans
 

Viewers also liked (16)

The Rise of Inbound Marketing
The Rise of Inbound MarketingThe Rise of Inbound Marketing
The Rise of Inbound Marketing
 
Media Studies Work
Media Studies WorkMedia Studies Work
Media Studies Work
 
In what ways does your media product use, develop or challenge forms and conv...
In what ways does your media product use, develop or challenge forms and conv...In what ways does your media product use, develop or challenge forms and conv...
In what ways does your media product use, develop or challenge forms and conv...
 
Annalysing my college magazine
Annalysing my college magazineAnnalysing my college magazine
Annalysing my college magazine
 
Media evaluation part 1
Media evaluation part 1Media evaluation part 1
Media evaluation part 1
 
Skills development
Skills developmentSkills development
Skills development
 
Healthy City
Healthy CityHealthy City
Healthy City
 
Ronald mc donald house charities shortened slide
Ronald mc donald house charities shortened slideRonald mc donald house charities shortened slide
Ronald mc donald house charities shortened slide
 
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content EngineerThe 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 2
The Death of Marketing & The Rise of the Content Engineer 2The Death of Marketing & The Rise of the Content Engineer 2
The Death of Marketing & The Rise of the Content Engineer 2
 
B2B internet marketing optimization
B2B internet marketing optimizationB2B internet marketing optimization
B2B internet marketing optimization
 
Convenio039 (2)
Convenio039 (2)Convenio039 (2)
Convenio039 (2)
 
Death of Marketing As We Know It
Death of Marketing As We Know ItDeath of Marketing As We Know It
Death of Marketing As We Know It
 
Documento soporte
Documento soporteDocumento soporte
Documento soporte
 
Customer 2.0 - Inbound Marketing with InsideView and Customer Think
Customer 2.0 - Inbound Marketing with InsideView and Customer ThinkCustomer 2.0 - Inbound Marketing with InsideView and Customer Think
Customer 2.0 - Inbound Marketing with InsideView and Customer Think
 
2013 05 BEA - ’Mobile is eating the World’
2013 05 BEA - ’Mobile is eating the World’2013 05 BEA - ’Mobile is eating the World’
2013 05 BEA - ’Mobile is eating the World’
 

Similar to Rise of the Content Engineer

Speaker box inbound marketing webinar
Speaker box inbound marketing webinar Speaker box inbound marketing webinar
Speaker box inbound marketing webinar
Elizabeth Shea
 
Turning Campaigns Into Revenue
Turning Campaigns Into RevenueTurning Campaigns Into Revenue
Turning Campaigns Into Revenue
G3 Communications
 
Content Marketing: Build the Bridge to Success 2017
Content Marketing: Build the Bridge to Success 2017Content Marketing: Build the Bridge to Success 2017
Content Marketing: Build the Bridge to Success 2017
Patty Swisher
 
How To Build Your Own Content Marketing Plan
How To Build Your Own Content Marketing PlanHow To Build Your Own Content Marketing Plan
How To Build Your Own Content Marketing Plan
Michael Brenner
 
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
AnnArborSPARK
 
Social Media B2B Marketing: Adhesives and Sealants Industry
Social Media B2B Marketing: Adhesives and Sealants Industry Social Media B2B Marketing: Adhesives and Sealants Industry
Social Media B2B Marketing: Adhesives and Sealants Industry
Entwine Inc
 
Social Media B2B Marketing: Adhesives and Sealants Industry
Social Media B2B Marketing: Adhesives and Sealants Industry Social Media B2B Marketing: Adhesives and Sealants Industry
Social Media B2B Marketing: Adhesives and Sealants Industry
Institute for Transformative Leadership
 
Rebranding on Linkedin - Playbook
Rebranding on Linkedin - PlaybookRebranding on Linkedin - Playbook
Rebranding on Linkedin - Playbook
Eric Bruce
 
TEC-SYOB-OnlineMarketingOverview
TEC-SYOB-OnlineMarketingOverviewTEC-SYOB-OnlineMarketingOverview
TEC-SYOB-OnlineMarketingOverview
Digital Insights - Digital Marketing Agency
 
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
Persona Marketing and Lead Nurturing- Simon Morris, AdobePersona Marketing and Lead Nurturing- Simon Morris, Adobe
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
LinkedIn
 
Overview Of EMarketing
Overview Of EMarketingOverview Of EMarketing
Overview Of EMarketing
TeamThink Inc.
 
B2B Digital Marketing
B2B Digital MarketingB2B Digital Marketing
B2B Digital Marketing
Digital Vidya
 
Search And Success: How To Make Your Website, Content And SEO Pay Off
Search And Success: How To Make Your Website, Content And SEO Pay OffSearch And Success: How To Make Your Website, Content And SEO Pay Off
Search And Success: How To Make Your Website, Content And SEO Pay Off
Michael Hackmer
 
A glossary of modern marketing terms
A glossary of modern marketing termsA glossary of modern marketing terms
A glossary of modern marketing terms
Ian Christie
 
Somnio digital trends_q4_16
Somnio digital trends_q4_16Somnio digital trends_q4_16
Somnio digital trends_q4_16
Blaine Prince
 
Feeding Business Growth: PR, Marketing, Advertising, Business Development
Feeding Business Growth:  PR, Marketing, Advertising, Business DevelopmentFeeding Business Growth:  PR, Marketing, Advertising, Business Development
Feeding Business Growth: PR, Marketing, Advertising, Business Development
Dawn Yankeelov
 
2 digital kites broad overview
2 digital kites   broad overview2 digital kites   broad overview
2 digital kites broad overview
Rahul Singh
 
Live Webinar: Taming the Financial Content Beast
Live Webinar: Taming the Financial Content BeastLive Webinar: Taming the Financial Content Beast
Live Webinar: Taming the Financial Content Beast
LinkedIn
 
Taming the Content Beast
Taming the Content BeastTaming the Content Beast
Taming the Content Beast
Black Marketing
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
Digital Training Institute
 

Similar to Rise of the Content Engineer (20)

Speaker box inbound marketing webinar
Speaker box inbound marketing webinar Speaker box inbound marketing webinar
Speaker box inbound marketing webinar
 
Turning Campaigns Into Revenue
Turning Campaigns Into RevenueTurning Campaigns Into Revenue
Turning Campaigns Into Revenue
 
Content Marketing: Build the Bridge to Success 2017
Content Marketing: Build the Bridge to Success 2017Content Marketing: Build the Bridge to Success 2017
Content Marketing: Build the Bridge to Success 2017
 
How To Build Your Own Content Marketing Plan
How To Build Your Own Content Marketing PlanHow To Build Your Own Content Marketing Plan
How To Build Your Own Content Marketing Plan
 
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
 
Social Media B2B Marketing: Adhesives and Sealants Industry
Social Media B2B Marketing: Adhesives and Sealants Industry Social Media B2B Marketing: Adhesives and Sealants Industry
Social Media B2B Marketing: Adhesives and Sealants Industry
 
Social Media B2B Marketing: Adhesives and Sealants Industry
Social Media B2B Marketing: Adhesives and Sealants Industry Social Media B2B Marketing: Adhesives and Sealants Industry
Social Media B2B Marketing: Adhesives and Sealants Industry
 
Rebranding on Linkedin - Playbook
Rebranding on Linkedin - PlaybookRebranding on Linkedin - Playbook
Rebranding on Linkedin - Playbook
 
TEC-SYOB-OnlineMarketingOverview
TEC-SYOB-OnlineMarketingOverviewTEC-SYOB-OnlineMarketingOverview
TEC-SYOB-OnlineMarketingOverview
 
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
Persona Marketing and Lead Nurturing- Simon Morris, AdobePersona Marketing and Lead Nurturing- Simon Morris, Adobe
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
 
Overview Of EMarketing
Overview Of EMarketingOverview Of EMarketing
Overview Of EMarketing
 
B2B Digital Marketing
B2B Digital MarketingB2B Digital Marketing
B2B Digital Marketing
 
Search And Success: How To Make Your Website, Content And SEO Pay Off
Search And Success: How To Make Your Website, Content And SEO Pay OffSearch And Success: How To Make Your Website, Content And SEO Pay Off
Search And Success: How To Make Your Website, Content And SEO Pay Off
 
A glossary of modern marketing terms
A glossary of modern marketing termsA glossary of modern marketing terms
A glossary of modern marketing terms
 
Somnio digital trends_q4_16
Somnio digital trends_q4_16Somnio digital trends_q4_16
Somnio digital trends_q4_16
 
Feeding Business Growth: PR, Marketing, Advertising, Business Development
Feeding Business Growth:  PR, Marketing, Advertising, Business DevelopmentFeeding Business Growth:  PR, Marketing, Advertising, Business Development
Feeding Business Growth: PR, Marketing, Advertising, Business Development
 
2 digital kites broad overview
2 digital kites   broad overview2 digital kites   broad overview
2 digital kites broad overview
 
Live Webinar: Taming the Financial Content Beast
Live Webinar: Taming the Financial Content BeastLive Webinar: Taming the Financial Content Beast
Live Webinar: Taming the Financial Content Beast
 
Taming the Content Beast
Taming the Content BeastTaming the Content Beast
Taming the Content Beast
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
 

Recently uploaded

Monitoring Java Application Security with JDK Tools and JFR Events
Monitoring Java Application Security with JDK Tools and JFR EventsMonitoring Java Application Security with JDK Tools and JFR Events
Monitoring Java Application Security with JDK Tools and JFR Events
Ana-Maria Mihalceanu
 
Goodbye Windows 11: Make Way for Nitrux Linux 3.5.0!
Goodbye Windows 11: Make Way for Nitrux Linux 3.5.0!Goodbye Windows 11: Make Way for Nitrux Linux 3.5.0!
Goodbye Windows 11: Make Way for Nitrux Linux 3.5.0!
SOFTTECHHUB
 
Full-RAG: A modern architecture for hyper-personalization
Full-RAG: A modern architecture for hyper-personalizationFull-RAG: A modern architecture for hyper-personalization
Full-RAG: A modern architecture for hyper-personalization
Zilliz
 
Data structures and Algorithms in Python.pdf
Data structures and Algorithms in Python.pdfData structures and Algorithms in Python.pdf
Data structures and Algorithms in Python.pdf
TIPNGVN2
 
20240605 QFM017 Machine Intelligence Reading List May 2024
20240605 QFM017 Machine Intelligence Reading List May 202420240605 QFM017 Machine Intelligence Reading List May 2024
20240605 QFM017 Machine Intelligence Reading List May 2024
Matthew Sinclair
 
Climate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing DaysClimate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing Days
Kari Kakkonen
 
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
SOFTTECHHUB
 
20240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 202420240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 2024
Matthew Sinclair
 
Artificial Intelligence for XMLDevelopment
Artificial Intelligence for XMLDevelopmentArtificial Intelligence for XMLDevelopment
Artificial Intelligence for XMLDevelopment
Octavian Nadolu
 
“I’m still / I’m still / Chaining from the Block”
“I’m still / I’m still / Chaining from the Block”“I’m still / I’m still / Chaining from the Block”
“I’m still / I’m still / Chaining from the Block”
Claudio Di Ciccio
 
Introduction to CHERI technology - Cybersecurity
Introduction to CHERI technology - CybersecurityIntroduction to CHERI technology - Cybersecurity
Introduction to CHERI technology - Cybersecurity
mikeeftimakis1
 
UiPath Test Automation using UiPath Test Suite series, part 5
UiPath Test Automation using UiPath Test Suite series, part 5UiPath Test Automation using UiPath Test Suite series, part 5
UiPath Test Automation using UiPath Test Suite series, part 5
DianaGray10
 
GraphSummit Singapore | Neo4j Product Vision & Roadmap - Q2 2024
GraphSummit Singapore | Neo4j Product Vision & Roadmap - Q2 2024GraphSummit Singapore | Neo4j Product Vision & Roadmap - Q2 2024
GraphSummit Singapore | Neo4j Product Vision & Roadmap - Q2 2024
Neo4j
 
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfUnlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Malak Abu Hammad
 
Pushing the limits of ePRTC: 100ns holdover for 100 days
Pushing the limits of ePRTC: 100ns holdover for 100 daysPushing the limits of ePRTC: 100ns holdover for 100 days
Pushing the limits of ePRTC: 100ns holdover for 100 days
Adtran
 
Removing Uninteresting Bytes in Software Fuzzing
Removing Uninteresting Bytes in Software FuzzingRemoving Uninteresting Bytes in Software Fuzzing
Removing Uninteresting Bytes in Software Fuzzing
Aftab Hussain
 
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024
GraphSummit Singapore | The Art of the  Possible with Graph - Q2 2024GraphSummit Singapore | The Art of the  Possible with Graph - Q2 2024
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024
Neo4j
 
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
Neo4j
 
Large Language Model (LLM) and it’s Geospatial Applications
Large Language Model (LLM) and it’s Geospatial ApplicationsLarge Language Model (LLM) and it’s Geospatial Applications
Large Language Model (LLM) and it’s Geospatial Applications
Rohit Gautam
 
PCI PIN Basics Webinar from the Controlcase Team
PCI PIN Basics Webinar from the Controlcase TeamPCI PIN Basics Webinar from the Controlcase Team
PCI PIN Basics Webinar from the Controlcase Team
ControlCase
 

Recently uploaded (20)

Monitoring Java Application Security with JDK Tools and JFR Events
Monitoring Java Application Security with JDK Tools and JFR EventsMonitoring Java Application Security with JDK Tools and JFR Events
Monitoring Java Application Security with JDK Tools and JFR Events
 
Goodbye Windows 11: Make Way for Nitrux Linux 3.5.0!
Goodbye Windows 11: Make Way for Nitrux Linux 3.5.0!Goodbye Windows 11: Make Way for Nitrux Linux 3.5.0!
Goodbye Windows 11: Make Way for Nitrux Linux 3.5.0!
 
Full-RAG: A modern architecture for hyper-personalization
Full-RAG: A modern architecture for hyper-personalizationFull-RAG: A modern architecture for hyper-personalization
Full-RAG: A modern architecture for hyper-personalization
 
Data structures and Algorithms in Python.pdf
Data structures and Algorithms in Python.pdfData structures and Algorithms in Python.pdf
Data structures and Algorithms in Python.pdf
 
20240605 QFM017 Machine Intelligence Reading List May 2024
20240605 QFM017 Machine Intelligence Reading List May 202420240605 QFM017 Machine Intelligence Reading List May 2024
20240605 QFM017 Machine Intelligence Reading List May 2024
 
Climate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing DaysClimate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing Days
 
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
 
20240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 202420240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 2024
 
Artificial Intelligence for XMLDevelopment
Artificial Intelligence for XMLDevelopmentArtificial Intelligence for XMLDevelopment
Artificial Intelligence for XMLDevelopment
 
“I’m still / I’m still / Chaining from the Block”
“I’m still / I’m still / Chaining from the Block”“I’m still / I’m still / Chaining from the Block”
“I’m still / I’m still / Chaining from the Block”
 
Introduction to CHERI technology - Cybersecurity
Introduction to CHERI technology - CybersecurityIntroduction to CHERI technology - Cybersecurity
Introduction to CHERI technology - Cybersecurity
 
UiPath Test Automation using UiPath Test Suite series, part 5
UiPath Test Automation using UiPath Test Suite series, part 5UiPath Test Automation using UiPath Test Suite series, part 5
UiPath Test Automation using UiPath Test Suite series, part 5
 
GraphSummit Singapore | Neo4j Product Vision & Roadmap - Q2 2024
GraphSummit Singapore | Neo4j Product Vision & Roadmap - Q2 2024GraphSummit Singapore | Neo4j Product Vision & Roadmap - Q2 2024
GraphSummit Singapore | Neo4j Product Vision & Roadmap - Q2 2024
 
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfUnlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
 
Pushing the limits of ePRTC: 100ns holdover for 100 days
Pushing the limits of ePRTC: 100ns holdover for 100 daysPushing the limits of ePRTC: 100ns holdover for 100 days
Pushing the limits of ePRTC: 100ns holdover for 100 days
 
Removing Uninteresting Bytes in Software Fuzzing
Removing Uninteresting Bytes in Software FuzzingRemoving Uninteresting Bytes in Software Fuzzing
Removing Uninteresting Bytes in Software Fuzzing
 
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024
GraphSummit Singapore | The Art of the  Possible with Graph - Q2 2024GraphSummit Singapore | The Art of the  Possible with Graph - Q2 2024
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024
 
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
 
Large Language Model (LLM) and it’s Geospatial Applications
Large Language Model (LLM) and it’s Geospatial ApplicationsLarge Language Model (LLM) and it’s Geospatial Applications
Large Language Model (LLM) and it’s Geospatial Applications
 
PCI PIN Basics Webinar from the Controlcase Team
PCI PIN Basics Webinar from the Controlcase TeamPCI PIN Basics Webinar from the Controlcase Team
PCI PIN Basics Webinar from the Controlcase Team
 

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.