Presenented to Univ of the Pacific Facility & Students

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

2. What You Will Get From
This Presentation
How Technology is Creating New
Opportunities for Your Future!
What is a Content Engineer?
Engaging Customer 2.0
Evolution of Marketing and Marketers
Where Do You go from Here?
Where does UOP go from Here?

3. Juxtaposition: The English Major
as Technologist – The Recipe
• The Start - Creative – Words / Images
• Ad Agency / Direct Marketing Experience – Applying
Numbers to Words
• Ah Ha Moment! – Web Analytics – We Can Gather
Empirical Data
• Recognize Patterns – Online is Really the Same as Off
Line
• Four Essential Business Models / 15 years / Five
Companies later
• Measure / Monitor / Maximize

4. Rand Schulman rand@schulmanthorogood.com
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

5. Juxtaposition – The Engineer
as Communicator
• The Start – Analytical – I can optimize almost anything!
• The Icing – Business – Strategy and communication
• Product Management / Product Marketing Experience–
Defining and communicating product strategy
• Ah Ha Moment #1 – Web Analytics – We can finally
optimize marketing!
• Ah Ha Moment #2 – An engineer who can communicate is
priceless 
• Measure / Monitor / Maximize
You cannot improve what you cannot measure!

6. Pelin Thorogood pelin@schulmanthorogood.com
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

7. What does it mean to be a
Content Engineer?
Both LEFT and RIGHT Brain
Required:
One Part Creative Director
One Part Data Analyst
Content Creation
Business Metrics
Technology Driven

8. 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 marketing and press/analyst
relations are being trumped by customers
talking to customers. ”
Geoffrey James
BNET

9. What it means - Content is
KEY to Marketing Success
Invest in the Content Engineer
Listen before you talk
Engage in the conversation
Create a Virtuous Marketing Cycle
Build a culture of measurement
….and Repeat!

10. Listen Before You Talk
Social Media Analytics

11. Listen Before You Talk
Social Media Sentiments

12. What it Means - Engage
in the Conversation
Create relevant content
Go where your customers are
Empower your community managers
Leverage different social channels for
different purposes
Power the community!

13. Emergence of
Inbound Marketing

14. Outbound v Inbound
Interrupt-driven Organic / Findability-based
Talking Listening
Program $$ People $$
Push Pull
Business-Generated User-Generated
Press releases, seminars, Blog posts, podcasts, LinkedIn
videos, collateral & Facebook groups, YouTube
Business Connections Social Connections
Building Websites Building Communities
Sales Cycle Buying Cycle
14

15. 2011 Marketing Trends

16. Content Engineers Create
Relevance
Relevant content is key to findability
SEO (search engine optimization)
Link-building
Relevant content is key to customer
engagement, stickiness and community
building
Relevance  Engagement  Conversion
Creativity without Conversion = ZERO

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

18. What it Means - Social Media
in Action
Reach – Whole Foods, InsideView (client)
Engagement - Nordstrom's
Transparency – California Olive Farms
Content Relevance – Citrix
Re-branding – Domino’s Pizza
Crisis Management –Wright County Farms,
Domino’s Pizza

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

20. What it Means - Use the
Latest Technologies

21. What it Means - Demand is
Greater Than Supply
Content is Becoming More Critical to
Business
The Rate of Change is Unbelievable
Industry Can’t find Skills to fill Positions
Starting pay for Skills is Very High -
$60k+
The Future is Extremely Bright!

22. 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

23. 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

24. 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 *

25. And From the Engineering School
Current Technology Minor
Could be Nicely Incorporated

26. 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

27. 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