Content Marketing:Why & How To Build Your Content HubMichael BrennerVice President Marketing & Content Strategy @SAP@Brenn...
My Story (Briefly)
©  2013 SAP AG. All rights reserved. 6@BrennerMichael@BrennerMichael
©  2013 SAP AG. All rights reserved. 7@BrennerMichael@BrennerMichael
©  2013 SAP AG. All rights reserved. 8@BrennerMichaelMe, 20 pounds years ago@BrennerMichael
©  2013 SAP AG. All rights reserved. 9@BrennerMichaelToday we are all connected@BrennerMichael
©  2013 SAP AG. All rights reserved. 10@BrennerMichaelWhat is Marketing?“The aim of marketing is to knowand understand the...
©  2013 SAP AG. All rights reserved. 11@BrennerMichael@BrennerMichael
©  2013 SAP AG. All rights reserved. 12@BrennerMichael@BrennerMichael
©  2013 SAP AG. All rights reserved. 13@BrennerMichael@BrennerMicha
Consumers	  are	  bombarded	  with	  5,000	  marke5ng	  messages	  per	  day	  
 2/3	  of	  US	  on	  the	  “Do	  Not	  Call”	  list	  	  
86%	  of	  people	  skip	  television	  ads	  
 44%	  of	  direct	  mail	  is	  never	  opened	  
99.9%	  of	  banners	  never	  clicked	  
 90%	  of	  emails	  are	  never	  opened	  and	  99.5%	  don’t	  get	  a	  single	  click	  
©  2013 SAP AG. All rights reserved. 20@BrennerMichaelWhat’s Wrong With Our Content? It’s Too Much Like This…@BrennerMichael
©  2013 SAP AG. All rights reserved. 21@BrennerMichaelAnd Not Enough Like This…@BrennerMichael
©  2013 SAP AG. All rights reserved. 22@BrennerMichael@BrennerMichael
Our Story
©  2013 SAP AG. All rights reserved. 24@BrennerMichaelWhat is a Content Strategy?•  Delivering the content your audience n...
©  2013 SAP AG. All rights reserved. 25@BrennerMichaelSocial Media(Get Shared)LeadGeneration(Get Leads)Search EngineOptimi...
©  2013 SAP AG. All rights reserved. 26@BrennerMichaelThe buyer journey starts with a search . . .Customer Questions:•  Wh...
©  2013 SAP AG. All rights reserved. 27@BrennerMichaelHow Much “Early Stage” Search Traffic Do We Get?Later Stage Visitor:...
©  2013 SAP AG. All rights reserved. 28@BrennerMichael• 99.9% of our web traffic fromvisitors who already know usor bought...
©  2013 SAP AG. All rights reserved. 29@BrennerMichaelBusiness Innovation (launched March 27, 2012)A “Content Hub” to earn...
©  2013 SAP AG. All rights reserved. 30@BrennerMichaelCreated a Business Innovation “Editorial Board”• Marketing Program /...
©  2013 SAP AG. All rights reserved. 31@BrennerMichaelOther People’s Content (OPC) - Content Curation•  Google Alerts for ...
©  2013 SAP AG. All rights reserved. 32@BrennerMichael• Traffic, connections and leadswe would’ve NEVER seen• 2000+ articl...
©  2013 SAP AG. All rights reserved. 33@BrennerMichaelOrganic & Social Traffic “Up and To The Right”
©  2013 SAP AG. All rights reserved. 34@BrennerMichaelMost Popular Articles (10X average Pageviews)• Top 50 Influencers fo...
©  2013 SAP AG. All rights reserved. 35@BrennerMichaelBusiness Innovation From SAP: What’s Next?Help Our Customers Tell Th...
Our Content Ecosystem
©  2013 SAP AG. All rights reserved. 37@BrennerMichaelActivating SAP Employees: Where to blog?Business Innovation, Forbes,...
©  2013 SAP AG. All rights reserved. 38@BrennerMichaelPaid, Owned, and Earned + Converged ExamplesPaid Owned Earned Conver...
©  2013 SAP AG. All rights reserved. 39@BrennerMichaelA Content Hub Run Like a BusinessPAID Converged EARNEDAwareness AdsD...
©  2013 SAP AG. All rights reserved. 40@BrennerMichaelForbes “BrandVoice”: A Blogging Platform For PremiumAdvertisers
©  2013 SAP AG. All rights reserved. 41@BrennerMichaelBusiness Insider: Future of Business Site Sponsorship
©  2013 SAP AG. All rights reserved. 42@BrennerMichaelNYTimes “Ricochet”: Wraps Ads Around Curated Content
Thankyou!Michael BrennerVice President,SAP Marketing & Content StrategyMichael.Brenner@SAP.comConnect with Me:Slides avail...
Case Study: Moving From The 'Why?' To The 'How?' A look Inside SAP’s Strategy to Becoming a Trusted Source
Case Study: Moving From The 'Why?' To The 'How?' A look Inside SAP’s Strategy to Becoming a Trusted Source
Case Study: Moving From The 'Why?' To The 'How?' A look Inside SAP’s Strategy to Becoming a Trusted Source
Upcoming SlideShare
Loading in …5
×

Case Study: Moving From The 'Why?' To The 'How?' A look Inside SAP’s Strategy to Becoming a Trusted Source

943 views

Published on

In this presentation, Michael Brenner offers an in-depth look at what it takes to create a successful content hub for your brand. Michael will also explain the relationship between getting found (SEO) getting shared (social) and getting leads (conversion), and show how effective content drives this relationship.

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
943
On SlideShare
0
From Embeds
0
Number of Embeds
228
Actions
Shares
0
Downloads
19
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Case Study: Moving From The 'Why?' To The 'How?' A look Inside SAP’s Strategy to Becoming a Trusted Source

  1. 1. Content Marketing:Why & How To Build Your Content HubMichael BrennerVice President Marketing & Content Strategy @SAP@BrennerMichael
  2. 2. My Story (Briefly)
  3. 3. ©  2013 SAP AG. All rights reserved. 6@BrennerMichael@BrennerMichael
  4. 4. ©  2013 SAP AG. All rights reserved. 7@BrennerMichael@BrennerMichael
  5. 5. ©  2013 SAP AG. All rights reserved. 8@BrennerMichaelMe, 20 pounds years ago@BrennerMichael
  6. 6. ©  2013 SAP AG. All rights reserved. 9@BrennerMichaelToday we are all connected@BrennerMichael
  7. 7. ©  2013 SAP AG. All rights reserved. 10@BrennerMichaelWhat is Marketing?“The aim of marketing is to knowand understand the customerso well the product or service fitshim and sells itself…~Milan Kundera… The aim of marketing is tomake selling superfluous.”~ Peter F. Drucker“Marketing is too important to beleft to the marketing department.”~ David Packard
  8. 8. ©  2013 SAP AG. All rights reserved. 11@BrennerMichael@BrennerMichael
  9. 9. ©  2013 SAP AG. All rights reserved. 12@BrennerMichael@BrennerMichael
  10. 10. ©  2013 SAP AG. All rights reserved. 13@BrennerMichael@BrennerMicha
  11. 11. Consumers  are  bombarded  with  5,000  marke5ng  messages  per  day  
  12. 12.  2/3  of  US  on  the  “Do  Not  Call”  list    
  13. 13. 86%  of  people  skip  television  ads  
  14. 14.  44%  of  direct  mail  is  never  opened  
  15. 15. 99.9%  of  banners  never  clicked  
  16. 16.  90%  of  emails  are  never  opened  and  99.5%  don’t  get  a  single  click  
  17. 17. ©  2013 SAP AG. All rights reserved. 20@BrennerMichaelWhat’s Wrong With Our Content? It’s Too Much Like This…@BrennerMichael
  18. 18. ©  2013 SAP AG. All rights reserved. 21@BrennerMichaelAnd Not Enough Like This…@BrennerMichael
  19. 19. ©  2013 SAP AG. All rights reserved. 22@BrennerMichael@BrennerMichael
  20. 20. Our Story
  21. 21. ©  2013 SAP AG. All rights reserved. 24@BrennerMichaelWhat is a Content Strategy?•  Delivering the content your audience needs, in all theplaces they go (by persona, buyer stage, channel, type)•  Managing content as an asset with an ROI•  Thinking and Acting like a publisher (like a business)
  22. 22. ©  2013 SAP AG. All rights reserved. 25@BrennerMichaelSocial Media(Get Shared)LeadGeneration(Get Leads)Search EngineOptimization(Get Found)STORYTELLINGWhy Is Content Marketing Important?From: Joe Pulizzi, Content Marketing Institute
  23. 23. ©  2013 SAP AG. All rights reserved. 26@BrennerMichaelThe buyer journey starts with a search . . .Customer Questions:•  What is real-time analytics?•  What is cloud computing?•  What is Big Data?•  What are mobile solutions?•  How are companies benefitingfrom … ?•  Who are the top vendors in … ?3000 X-2 X1000 X17 X28 X40 X-2 X7 X24 X13 X
  24. 24. ©  2013 SAP AG. All rights reserved. 27@BrennerMichaelHow Much “Early Stage” Search Traffic Do We Get?Later Stage Visitor:Asks “SAP Software”•  100s of searches / moEarly Stage Visitor:Asks “What is Big Data?”100,000’s of searches / month
  25. 25. ©  2013 SAP AG. All rights reserved. 28@BrennerMichael• 99.9% of our web traffic fromvisitors who already know usor bought from us.• Less than 0.1% were net-newor early-stage prospects• Less than 10 keywordsgenerated all the early-stagesearch trafficWe Were Not Answering Our Customers Top Questions
  26. 26. ©  2013 SAP AG. All rights reserved. 29@BrennerMichaelBusiness Innovation (launched March 27, 2012)A “Content Hub” to earn traffic instead of buying it§ Design: “Subtly” Branded§ Target: Business Execs+§ Stage: Early- to Mid-stage§ Editorial: Keyword-driven§ Content:§ No Budget§ 100s of authors (“Author Curation”)§ ~50% external§ CTA: Subscribe, Offers, Explore§  Market examples: AMEX Open Forum, CMO.com, BCGPerspectives, AT&T Networking Exchange
  27. 27. ©  2013 SAP AG. All rights reserved. 30@BrennerMichaelCreated a Business Innovation “Editorial Board”• Marketing Program / Campaigns• Solution Marketing / Product Management• Customer References• Thought Leadership / “Corporate Story” (About Us)• Global Communications and Local PR• Value Engineering• Competitive Marketing Intelligence / Market Research• Partner / Channels• Regional Marketing• Internal Bloggers• External Influencers
  28. 28. ©  2013 SAP AG. All rights reserved. 31@BrennerMichaelOther People’s Content (OPC) - Content Curation•  Google Alerts for topics•  Research Reports•  Studies•  Whitepapers•  From any source:•  Analysts•  Competitors•  Consultants•  Assign to “volunteers”•  ALWAYS attribute source!
  29. 29. ©  2013 SAP AG. All rights reserved. 32@BrennerMichael• Traffic, connections and leadswe would’ve NEVER seen• 2000+ articles published(1+ / topic, 12-15 / day)• 100s inbound links, up to• 50% traffic from Social,Search and Direct• 83% search terms are Non-branded or product terms• 100s of Registrations, Chats,Calls, visits to Store andsolution pages on SAP.comCreated An Infographic to Report on Goals:Reach, Engagement AND Conversions
  30. 30. ©  2013 SAP AG. All rights reserved. 33@BrennerMichaelOrganic & Social Traffic “Up and To The Right”
  31. 31. ©  2013 SAP AG. All rights reserved. 34@BrennerMichaelMost Popular Articles (10X average Pageviews)• Top 50 Influencers for each topic• Top 10 Blog Sites for each topic• Terms You Need To Know• Myths…Busted• 10 Predictions for…• What is…?• The First Step to Success in…• How To Get Ahead With…
  32. 32. ©  2013 SAP AG. All rights reserved. 35@BrennerMichaelBusiness Innovation From SAP: What’s Next?Help Our Customers Tell Their Stories•  Adding “Our Stories”•  Dynamic Homepage experience!•  More visual (more $$$)•  Focus on Subscribers•  Curated, native, FULL LENGTHcontent licensed from 3rd Parties
  33. 33. Our Content Ecosystem
  34. 34. ©  2013 SAP AG. All rights reserved. 37@BrennerMichaelActivating SAP Employees: Where to blog?Business Innovation, Forbes, “SAP Community Network”Where million of engagedprofessionals discuss theintersection of IT and businessstrategy.http://scn.sap.com/community/business-trendsConnecting SAP thoughtleaders to the businessleaders on Forbes..http://blogs.forbes.com/sap/Earning an engaged audienceby answering customerquestions to help theminnovate and grow.http://blogs.sap.com/innovation/
  35. 35. ©  2013 SAP AG. All rights reserved. 38@BrennerMichaelPaid, Owned, and Earned + Converged ExamplesPaid Owned Earned ConvergedOrchestrates POE tomaximize pull activity
  36. 36. ©  2013 SAP AG. All rights reserved. 39@BrennerMichaelA Content Hub Run Like a BusinessPAID Converged EARNEDAwareness AdsDemand Gen extensions:E-mail, digital assets, mailersPaid social promotion: ViaTwitter, Linked-In, Facebook,YouTubeLifeBusiness InnovationSAP.com:Sales Demo Tools EventsSocial Communities:- Twitter, Linked, facebook, G+PR: Content promoted andshowcased via Press Releasesand PR initiativesPublish storiesOWNED
  37. 37. ©  2013 SAP AG. All rights reserved. 40@BrennerMichaelForbes “BrandVoice”: A Blogging Platform For PremiumAdvertisers
  38. 38. ©  2013 SAP AG. All rights reserved. 41@BrennerMichaelBusiness Insider: Future of Business Site Sponsorship
  39. 39. ©  2013 SAP AG. All rights reserved. 42@BrennerMichaelNYTimes “Ricochet”: Wraps Ads Around Curated Content
  40. 40. Thankyou!Michael BrennerVice President,SAP Marketing & Content StrategyMichael.Brenner@SAP.comConnect with Me:Slides available on:Slideshare.net/MichaelBrennerMarketing Blog:B2B Marketing InsiderSAP Content Hub:Business InnovationTwitter:@brennermichael

×