rise of the content engineer
DESCRIPTION
The death of marketing as we know it, and the rise of a new breed of marketer: the content engineer. Includes '7 Steps for Being a Content Engineer'.TRANSCRIPT
Rise of the Content Engineer
Using Content to Drive Online Business Results
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, PartnerSchulman+Thorogood Group
What Will You Get From This Presentation?
How Online Marketing & Social Media have changed everything… and not!
Understanding Customer 2.0
Engaging Customer 2.0
Evolution of Marketing and Marketers
7 Steps to Being a Content Engineer
The Customer is 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 Customer 2.0
1. Listen before you talk2. Engage in the conversation3. Invest in the Content Engineer4. Create a Virtuous Marketing Cycle5. Build a culture of measurement6. … and Repeat!
Listen Before You Talk
Social Intelligence
Engage in the Conversation
Create relevant contentGo where your customers areEmpower your community managersLeverage different social channels for different purposesPower the community!
Emergence of Inbound Marketing
Outbound v Inbound Interrupt-driven
TalkingProgram $$
PushBusiness-Generated
Press releases, seminars, videos, collateral
Business Connections Building Websites
Sales Cycle
Organic / Findability-basedListeningPeople $$ PullUser-GeneratedBlog posts, podcasts, LinkedIn & Facebook groups, YouTubeSocial ConnectionsBuilding CommunitiesBuying Cycle
10
2011 Marketing Trends
Era of the Content Engineer™ The cost per lead for inbound marketing is 60%
less than outbound marketing1
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 ConversionCreativity w/out Conversion = ZERO
Relevance!
Creating a Virtuous Marketing Cycle™
Who’s Doing What Today?
Reach – Whole Foods, InsideView (client)Content Marketing – Roberts & Durkee, InboundWriter, WebSideStory (Adobe Systems)Engagement - Nordstrom'sRe-branding – Domino’s PizzaCrisis Management –Wright County Farms, Domino’s Pizza
Content Case Study
Content Case Study
Content Case Study
Content Case Study
White Paper Example
Goal: Generate leads
Strategy: Demystify webanalytics w/free download
Result: 8K leads
Establishing A Culture of
Measurement
COMPANYSCORECARD
ACCOUNTMANAGEMENT
PRODUCTMANAGEMENT
MARKETING
SALES
ADOPTIONRATE
PENETRATIONRATE
ACCOUNTHEALTH
WEBSITEPERFORMANCE
CAMPAIGNPERFORMANCE
LEADS
PIPELINE/OPS
BOOKINGS
AGGREGATEUTLIZATION
CONVERSION
By UsersBy Company
Total Seats# of products
By CustomerBy Company Size
Visits to SiteVisits from CampaignsPages Visited
Leads from CampaignROI for CampaignLeads by Product Type
By Product TypeBy Channel
Product TractionUpsell
Conversion by RepLead SourceLead Status
Number of Deals Created by RepRep Activity Against Pipeline
Value of Deals WonMonthly vs. Quota
6. Keeping Marketing Honest
7 Steps to Being a Content Engineer
1. Understand Business Goals2. Create a Content Strategy3. Unleash Your Inner Data Analyst4. Know the Right Tools5. Create Relevant Content6. Get it Read7. Measure & Optimize
1. Understand Goals
What is your company trying to accomplish?Are you in alignment with marketing?Who are you trying to reach? Audience segments
2. Content Strategy
What is your content strategy based on your objectives?What type of content do you need to achieve your objectives?How will you measure success?What can you recycle? 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
‘Lifecycle’ ContentAcquisition Conversion Retention
Blogging White papers Email newslettersOnline press releases Explanatory videos Social media contentInfographics Customer video
testimonialsCustomer support content
Surveys and trend data Case studies Product toursVideo content Data sheets WebinarsSocial media content Product reviews BlogPodcasts Webinars ContestsBlog and forum comments Advertising and search
copy
Content by Site TypeAdvertising 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
3. Inner Data AnalystFamiliarize yourself with web and social measurementUnderstand how content drives results based on your objectivesKnow how to establish benchmarksUse data to optimize and create better content
Leveraging DataMeasurement 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?
4. Know the Right Toolsmeasurement distribution production
5. Create Relevant ContentUse data to understand what your audience is interested in; what types of content work bestBe creativeTell a storyCall to actionMake it consumable
Cool Content Examples
6. Get it ReadDistribute through: social channels, customer advocates, influencers, paid advertising, etc.Work w/marketing and public relationsLeverage employees!Embed measurement
7. Measure & Adjust
Measure impact of content based on objectiveMeasure most effective type of contentUse measurement to drive content – and marketing -- decisionsRemember: creativity w/out conversions = zero
www.schulmanthorogoood.com@pelint @erikbratt@randschulman