The Death of Marketing and the Birth of the Content Engineer at the University of the Pacific
As the web becomes cluttered with more data and spam generated by black hat games and content farms, relevant Content becomes more critical. The key is findability. Can your content be found? There are many ways to insure good results but there’s a lack of formal education around the new media and just how to do that. Though Web Analytics has been around for a decade, few really use it to optimize their work and we know why and it needs to be addressed by higer education and creating relevant graduates. But things are changing so quickly, so how do you that in this environment and what is the role of higher education in setting the foundation, and giving tools to future content creators?
I’ve been talking about a new disciple that I’ve called Content Engineering for about five years, and now I’m happy to say that higher education is addressing the issue head-on. Pelin and I are speaking to the students and facility, hosted by the Deans of the Business, Engineering and Liberal Arts schools at the University of the Pacific to share our vision of how Social Media is changing marketing and those of us who create content. What’s key is that UOP recognizes that students and future Content Engineers will need critical skills across disciplines – English & Communications; Business and Engineering. We expect to see more schools and universities create programs that address these requirements in the near future.
This is a good start.
Filed under: demand generation, Inbound Marketing, marketing analytics, sales analytics, sales intelligence, Social Media Monitoring | Tags: Content Engineer Content Marketing New Media, University of the Pacific UOP Social Media
), I’ve always been focused on making marketing more accountable to and aligned with sales. My personal edict is “You Cannot Improve What You Cannot Measure”, and I practice it religiously to ensure my clients drive the most revenue possible with their marketing dollars, great or small. What was thrilling about my pre-conference conversations with the panelists was how the Sales 2.0 movement is enabling sales organizations to adopt a similar culture of measurement, bringing in much needed accountability. Actually according to my panel, it is moving beyond accountability – and shifting sales into a culture of predictability. Here is how: Sales management solutions, such as forecasting, business analytics and compensation management tools, improve visibility into sales performance with objective, dynamic data. Better visibility in turn exposes volatility at the aggregate level as well as gives us the ability to drill down to pinpoint and act on the problem areas – whether product line, geo, sales rep, lead source – resulting in overall sales performance predictability.