The document discusses how customer behaviors and demands are changing, requiring companies to adapt their marketing approaches. It outlines the rise of user-generated content and social media as important conversations that companies need to listen to. It then provides guidance on how to become a "content engineer" by understanding goals, creating a content strategy, using data analytics, developing relevant content, distributing content widely, and continuously measuring and optimizing efforts.
AWS Community Day CPH - Three problems of Terraform
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.
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
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28. 4. Know the Right Tools measurement distribution production
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.
