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Using Content to Drive Online Business Results Rise of the Content Engineer

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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

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What Will You Get From This Presentation? <ul><ul><ul><li>How Online Marketing & Social Media have changed everything… and not ! </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Understanding Customer 2.0 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Engaging Customer 2.0 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Evolution of Marketing and Marketers </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>7 Steps to Being a Content Engineer </li></ul></ul></ul></ul></ul>

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The Customer is Driving the Conversation <ul><li>“ … social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers. Think about that. </li></ul><ul><li>Most of your marketing and press/analyst relations are being trumped by customers talking to customers. ” </li></ul><ul><li> Geoffrey James </li></ul><ul><ul><ul><ul><li>BNET </li></ul></ul></ul></ul>

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6 Keys to Marketing to Customer 2.0 <ul><li>Listen before you talk </li></ul><ul><li>Engage in the conversation </li></ul><ul><li>Invest in the Content Engineer </li></ul><ul><li>Create a Virtuous Marketing Cycle </li></ul><ul><li>Build a culture of measurement </li></ul><ul><li>… and Repeat! </li></ul>

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Listen Before You Talk

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Social Intelligence

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Engage in the Conversation <ul><li>Create relevant content </li></ul><ul><li>Go where your customers are </li></ul><ul><li>Empower your community managers </li></ul><ul><li>Leverage different social channels for different purposes </li></ul><ul><li>Power the community! </li></ul>

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Emergence of Inbound Marketing

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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

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2011 Marketing Trends

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Era of the Content Engineer™ <ul><li>The cost per lead for inbound marketing is 60% less than outbound marketing 1 </li></ul><ul><ul><ul><li>Investment in People-dollars </li></ul></ul></ul><ul><ul><ul><li>Investment in Program-dollars </li></ul></ul></ul><ul><li>Content Engineer = One Part Creative Director + One Part Data Analyst </li></ul><ul><ul><ul><li>Both LEFT and RIGHT Brain Required! </li></ul></ul></ul>1 IDC 2010 and Hubspot 2010

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Relevance is Key <ul><li>Relevant content is key to findability </li></ul><ul><ul><ul><li>SEO & link-building </li></ul></ul></ul><ul><li>Relevant content is key to customer engagement, stickiness and community building </li></ul><ul><li>Relevance  Engagement  Conversion </li></ul><ul><li>Creativity w/out Conversion = ZERO </li></ul>

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Relevance!

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Creating a Virtuous Marketing Cycle™

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Who’s Doing What Today? <ul><li>Reach – Whole Foods, InsideView (client) </li></ul><ul><li>Content Marketing – Roberts & Durkee, InboundWriter, WebSideStory (Adobe Systems) </li></ul><ul><li>Engagement - Nordstrom's </li></ul><ul><li>Re-branding – Domino’s Pizza </li></ul><ul><li>Crisis Management –Wright County Farms, Domino’s Pizza </li></ul>

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Content Case Study

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Content Case Study

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Content Case Study

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Content Case Study

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White Paper Example Goal: Generate leads Strategy: Demystify web analytics w/free download Result: 8K leads

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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

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6. Keeping Marketing Honest

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7 Steps to Being a Content Engineer <ul><li>Understand Business Goals </li></ul><ul><li>Create a Content Strategy </li></ul><ul><li>Unleash Your Inner Data Analyst </li></ul><ul><li>Know the Right Tools </li></ul><ul><li>Create Relevant Content </li></ul><ul><li>Get it Read </li></ul><ul><li>Measure & Optimize </li></ul>

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1. Understand Goals <ul><li>What is your company trying to accomplish? </li></ul><ul><li>Are you in alignment with marketing? </li></ul><ul><li>Who are you trying to reach? Audience segments </li></ul>

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2. Content Strategy <ul><li>What is your content strategy based on your objectives? </li></ul><ul><li>What type of content do you need to achieve your objectives? </li></ul><ul><li>How will you measure success? </li></ul><ul><li>What can you recycle? Create an editorial calendar to keep you on track </li></ul>Relevant

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Who are they? Demos. Why are they valuable? (connect to your goals) How can you help? Personas

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‘ 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

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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

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<ul><li>Familiarize yourself with web and social measurement </li></ul><ul><li>Understand how content drives results based on your objectives </li></ul><ul><li>Know how to establish benchmarks </li></ul><ul><li>Use data to optimize and create better content </li></ul>3. Inner Data Analyst

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<ul><li>Measurement can be used to help in the following areas: </li></ul><ul><ul><li>Planning : Which content drove past results – traffic, conversions, ‘shares’ </li></ul></ul><ul><ul><li>Reporting: Is the content meeting your objectives? Which type of content is best? </li></ul></ul><ul><ul><li>Optimizing: How can we move the needle above benchmark? </li></ul></ul>Leveraging Data

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4. Know the Right Tools measurement distribution production

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<ul><li>Use data to understand what your audience is interested in; what types of content work best </li></ul><ul><li>Be creative </li></ul><ul><li>Tell a story </li></ul><ul><li>Call to action </li></ul><ul><li>Make it consumable </li></ul>5. Create Relevant Content

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Cool Content Examples

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<ul><li>Distribute through: social channels, customer advocates, influencers, paid advertising, etc. </li></ul><ul><li>Work w/marketing and public relations </li></ul><ul><li>Leverage employees! </li></ul><ul><li>Embed measurement </li></ul>6. Get it Read

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<ul><li>Measure impact of content based on objective </li></ul><ul><li>Measure most effective type of content </li></ul><ul><li>Use measurement to drive content – and marketing -- decisions </li></ul><ul><li>Remember: creativity w/out conversions = zero </li></ul>7. Measure & Adjust

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www.schulmanthorogoood.com @pelint @erikbratt @randschulman