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The Death of Marketing & The Rise of the Content Engineer 2
- 1. Adapting Marketing to Changing Customer Behaviors & Demands The Death of Marketing as We Know It & The Rise of the Content Engineer
- 2. Pelin Thorogood, Principal Schulman+Thorogood Group 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, leading the go-to-market strategy for WebSideStory 's on-demand online marketing suite (acquired by Omniture/Adobe), extending Peregrine Systems' enterprise software business (acquired by HP ) into the web-based employee self service (ESS) category, and in the mid 90s, launching one the very first mobile B2B applications designed for the Windows CE platform. A principal in Schulman+Thorogood Group , Pelin sits on boards and advises new media and cloud computing companies. In 2011, Pelin was named one of the “ 20 Women to Watch ” in sales lead management, and is a regular speaker and author on “Social Selling”, “Social Marketing” and related 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.
- 6. Listen Before You Talk
- 7. Listen Before You Talk
- 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
- 14. Relevance!
- 16. Content Curation Source: “Content Rules”
- 17. Content Curation
- 18. Simplifying the Complex Goal: Generate leads Strategy: Demystify web analytics w/free download Result: 8K leads
- 19. Video Content
- 20. Video Content
- 24. Who are they? Demos. Why are they valuable? (connect to your goals) How can you help? Personas Source: Bridgeline Digital
- 25. ‘ 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
- 28. 4. Know the Right Tools measurement distribution production
- 32. Establishing a Culture of Measurement
Notas del editor
- Hubspot
- Tool examples – availablility and cost
- Tool examples – availablility and cost
- 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.”
- 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.
- 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.
- 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.
- 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.
- 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.
- Every strategy
- 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.