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Howtocreatecontentthatconverts 131212075924-phpapp02
 

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    Howtocreatecontentthatconverts 131212075924-phpapp02 Howtocreatecontentthatconverts 131212075924-phpapp02 Presentation Transcript

    • How To Create Content That Converts Michael Brenner SAP - VP, Marketing & Content Strategy @BrennerMichael
    • Does Marketing = Promotion? © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael2
    • @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 3
    • Some Stats
    • 60% of the buyer journey is complete before prospects reach out to vendors. ~ (CEB) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 5
    • 60-70% of B2B marketing content goes unused ~ (Sirius Decisions) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 6
    • 10% of website’s content drives 90% of the traffic. ~ (InboundWriter) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 7
    • 0.5% of a website’s content drives more than 50% of its traffic. ~ (InboundWriter) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 8
    • The average attention span has dropped from 12 seconds in 2000 to 8 seconds. ~ (Statistic Brain) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 9
    • The average attention span has dropped from 12 seconds in 2000 to 8 seconds. The average attention span of a goldfish is 9 seconds. ~ (Statistic Brain) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 10
    • 93% of B2B Marketers use content marketing. ~ (CMI / MarketingProfs) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 11
    • Only 42% of B2B marketers believe they are effective with content marketing. ~ (CMI / MarketingProfs) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 12
    • Only 44% of B2B Marketers have a documented content strategy. ~ (CMI / MarketingProfs) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 13
    • Emotional marketing messages are twice as effective as promotional ones. ~ (CEB) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 14
    • Interesting content is a top reason that people follow brands on social media ~ Content+ © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 15
    • Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. ~ Demand Metric © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 16
    • Conversion rates for brands using content marketing is 6 to 7x higher. ~ Aberdeen © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 17
    • Context
    • @BrennerMichael
    • @BrennerMichael
    • Today we are all connected © 2013 SAP AG or an SAP affiliate company. All rights reserved. 21 Public @BrennerMichael
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 22 Public @BrennerMichael
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. 23 Public @BrennerMichael
    • Content on the internet tripled between 2010 and 2013. Source: GoGlobe & Qmee © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael 24
    • Social media sharing has doubled between 2011 and 2013. Source: KPCB © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael 25
    • 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. Source: Co.Exist © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael 26
    • @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 27
    • Our Story
    • What Does SAP Do? (Wikipedia) Interesting? Is The Customer The Hero Of This Story? SAP AG is a German multinational software corporation that makes enterprise software to manage business operations and customer relations. Headquartered in Walldorf, BadenWürttemberg, Germany, with regional offices around the world, SAP is the leader in the market of enterprise applications in terms of software and software-related service.[2] The company's best-known software products are its enterprise resource planning application systems and management (SAP ERP), its enterprise data warehouse product – SAP Business Warehouse (SAP BW), SAP BusinessObjects software, and most recently, Sybase mobile products and in-memory computing appliance SAP HANA. SAP is one of the largest software companies in the world. © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael Public 30
    • One Thing: Is Your Content Mapped To Buying Stage? Source: @MylesBristowe and CommCreative © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael Public 31
    • Why Is Content Marketing Important? Get Found (SEO*) Content Marketing Get Shared (Social) Get Leads (Conversion) *search engine optimization © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael Public 32
    • The Answer: Think And Act Like A Publisher - Content Customers Actually Want To Consume - Content That Doesn’t Feel Like Marketing •Created to show your unique perspective •Curated to answer ALL your customer questions •Syndicated to all the channels they use © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael Public 33
    • Source: Ann Handley www.annhandley.com © 2013 SAP AG or an SAP affiliate company. All rights reserved. 34 Public @BrennerMichael
    • Business Innovation http://blogs.sap.com/innovation Mission: To earn our audience’s attention by helping them grow their business, out-perform their competition and advance their careers. © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael Public 35
    • Business Innovation Site Objectives Become an authority Drive Business Results © 2013 SAP AG or an SAP affiliate company. All rights reserved. Reach Early-Stage buyers Affinity for the SAP brand Public 36
    • Business Innovation A “Content Hub” to earn traffic instead of buying it  NO PROMOTIONAL CONTENT  Daily, Social, Mobile  “Curated Authors”  Subtle branding  Conversions To SAP.com / Solutions Market examples: AMEX Open Forum, Adobe CMO.com and BCGPerspectives © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 37
    • Infographic to Report on Goals: Reach, Engagement AND Conversions Traffic, engagement and leads we would have ve NEVER seen! Recognized by Fast Company, Digiday, Content Marketing Institute, more… © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 38
    • Organic & Social Trending © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 39
    • Continuously Optimizing For Conversion Subscriptions © 2013 SAP AG or an SAP affiliate company. All rights reserved. Offers Public 40
    • Most Popular Articles (10X average Pageviews) • Top 50 Influencers / 10 Blog Sites • Terms You Need To Know • 10 Predictions for… • What is [Keyword]? • Infographics • Slideshares • Videos © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael 41
    • The Future of Content Marketing? • Customer-Centric @BrennerMichael
    • The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable @BrennerMichael
    • The half-life of a piece of content shared on top social networks is 3 hours. Source: Bit.ly © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael 44
    • The average US adult spends 141 minutes a day using mobile devices. Source: Advertising Age Mobile Fact Pack, 2013 © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael 45
    • @BrennerMichael Image Source/ © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 46
    • We've created this resource to help you – whether you are a business leader, a social consumer, a millennial employee - to help drive transformational change within your corner of the world. Because no matter what you do, where you do it, how much experience you have or whatever industry you serve, the future of business will be created by you. Click here to view all 99 Facts on The Future of Business. © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 47
    • 90% of all internet traffic in 2017 will be video. Source: Cisco © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael 48
    • The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable • Brand As Publisher, Newsroom • Brand + Publisher @BrennerMichael
    • Business Insider: Future of Business Site Sponsorship © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 50
    • Business Insider: Future of Business Site Sponsorship © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 51
    • The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable • Brand As Publisher • Brand + Publisher • Brand As Entertainer? @BrennerMichael
    • Slides available on: Slideshare.net/MichaelBrenner Thank you! Michael Brenner Vice President, SAP Marketing & Content Strategy Michael.Brenner@SAP.com Connect with Me: © 2013 SAP AG or an SAP affiliate company. All rights reserved. Marketing Blog: B2B Marketing Insider SAP Content Hub: Business Innovation Twitter: @brennermichael