2. SAP was a proud sponsor of Content Marketing World 2014. Instead of swag, we gave away content… from some of the smartest folks in the industry. Check out the highlights of our Genius Bar!

3. Lee Odden, TopRank Marketing
@leeodden
For content marketers, the challenge is to move past
the “how can we gain entry into the influencer’s
network?” mindset, to instead focus on content
partnership opportunities that deliver value on the key
topics audiences care about.
What is the #1 challenge content marketers face with
regards to influencer marketing?
?

4. Rebecca Lieb, Altimeter Group
@lieblink
When it comes to measuring content marketing, you want to
look beyond simply sales and revenue or pipeline figures. For
example, consider customer support. Sony Europe estimated
that every time someone called their help line, it would cost
the company 7 Euros. They wrote a post in their community
on how to fix a common issue with their televisions and it
received 15K hits. Think of the amount of customer service
calls that were avoided and ultimately, the resulting savings
that one blog post provided.
What would be good content marketing metrics to track
? for an ecommerce company?

5. Todd Wheatland, King Content
@toddwheatland
Rather than thinking about the next big idea, just get the
optimum use of the content. Do less things but do them
well and repurpose content in multiple formats. You have
to start with something and then build it from there. It’s
not about volume.
How can I scale my content marketing program with
minimal resources?
?

6. Michael Brenner, Newscred
@brennermichael
Employees’ personal brand and networks are becoming a
valuable asset for generating brand awareness and social
selling. Companies need to make it easy for employees to
become social brand advocates by providing them the
right content to promote and share. Companies will find
that employee engagement will start to drive customer
satisfaction.
How can content marketing be used for employee
engagement? ?

7. Scott Abel, The Content Wrangler
@scottabel
Often, the content that reaches the customer after the sale
sucks. It’s not controlled by marketing, it all sounds
different and every time I interact with your brand it’s
different. The support team, technical, training, on the
phone, on the web, it’s all written by different people and
all written differently.
How can we creative a cohesive content strategy across
the entire organization – not just marketing? ?

8. Adelle Revella, Buyer Persona Institute
@buyerpersona
User personas in engineering and related disciplines help you
to define the product while buyer personas help you to craft
your marketing strategy and create content to reach specific
audiences. Buyer personas are examples of the real buyers
who influence or make decisions about the products,
services or solutions you market. They are a tool that builds
confidence in strategies to persuade buyers to choose you
rather than a competitor or the status quo.
How are marketing personas different than
design/engineering personas? ?

9. Doug Kessler, Velocity Partners
@dougkessler
Creation of a centralized content team can help in creating
content for global teams. The content team can create say
8-10 assets and allow the regions or countries to pick a
certain number of those to use. Development of a
centralized content repository is another option. If you can
implement a tagging system that allows your global teams
search and view all content enables your extended teams
to repurpose much of what you already have.
How do you manage a content marketing strategy
across a global organization? ?

10. Check out www.custedge.com for insights, news, and research