This document provides an overview of the rise of content engineering as a new marketing role. It discusses how customer engagement through social media is driving new opportunities for marketers. It defines what a content engineer does, involving both creative and analytical skills. It outlines how content engineers create relevant content, engage in conversations, and use metrics to optimize marketing efforts. It provides examples of social media in action and discusses the technologies involved. Finally, it recommends classes and resources to learn more about this emerging field.

1. The Death of Marketing and the Rise of the Content Engineer What It Means

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

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

10. Listen Before You Talk Social Media Analytics

11. Listen Before You Talk Social Media Sentiments

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

18. You are key to Creating a Virtuous Marketing Cycle™

20. The Content Engineer’s Work is (Now) Measured & Optimized

21. What it Means - Use the Latest Technologies

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