It’s Time To Act Like A Publisher
Michael Brenner
SAP - VP, Marketing & Content Strategy

@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public
@BrennerMichael 3
© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public
@BrennerMichael 4
© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public
@BrennerMichael 5
© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public
@BrennerMichael 6
@BrennerMichael
@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public
@BrennerMichael 9
Me, 20 pounds years ago

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public
@BrennerMichael

10
Today we are all connected

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

11
Public
@BrennerMichael
What’s Wrong With Our Content? It’s Too Much Like This…
• 5,000 marketing messages per day
• 2/3 of U.S. on the “Do Not Ca...
73% of people surveyed wouldn’t care if the brands
they use disappeared from their life.
Source: Co.Exist

© 2013 SAP AG o...
© 2013 SAP AG or an SAP affiliate company. All rights reserved.

15
Public
@BrennerMichael
@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public

16
What is Marketing?
“The aim of marketing is to know and
understand the customer so well the
product or service fits him an...
And Not Enough Like This…

@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public

18
@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public

19
@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public

20
Our Story
The buyer journey starts with a search . . .

Customer Questions:
• What is real-time analytics?
• What is cloud computing...
How Much “Early Stage” Search Traffic Do We Get?
Early Stage Visitor:
•100,000’s

of searches / mo

Later Stage Visitor:
•...
We Were Not Answering Our Customers Top Questions

• 99.9% of our web traffic from visitors
who already know us or bought ...
Why Is Content Marketing Important?

Get Found
(SEO*)

Content
Marketing

Get Shared
(Social)

Get Leads
(Conversion)
*sea...
The Answer: Think And Act Like A Publisher

Content Strategy: Get the content your audience needs…
… delivered in all the ...
Source: Ann Handley
www.annhandley.com
© 2013 SAP AG or an SAP affiliate company. All rights reserved.

27
Public
@Brenner...
Business Innovation

http://blogs.sap.com/innovation

Mission
Statement:
To earn our audience’s
attention through
content ...
Business Innovation
A “Content Hub” to earn traffic instead of buying it
 Deliver content our audience wants
 NO PROMOTI...
Business Innovation Site Objectives

Become a destination of business insights

Answer Early-Stage buyers questions about
...
Infographic to Report on Goals:
Reach, Engagement AND Conversions
Traffic, engagement and leads we would’ve
NEVER seen
• W...
Organic & social traffic continues to grow

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public

32
Continuously Optimizing For Conversion

Focus on Subscriptions

© 2013 SAP AG or an SAP affiliate company. All rights rese...
Most Popular Articles (10X average Pageviews)
•

Top 50 Influencers / 10 Blog Sites

•

Terms You Need To Know

•

Myths…B...
The half-life of a piece of content
shared on top social networks is 3 hours.
(Half-life is the amount of time it takes co...
We've created this resource to help you – whether you are a business leader, a social consumer, a
millennial employee - to...
90% of all internet traffic in 2017 will be video.
Source: Cisco

© 2013 SAP AG or an SAP affiliate company. All rights re...
Business Insider: Future of Business Site Sponsorship

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Pu...
Business Insider: Future of Business Site Sponsorship

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Pu...
Business Insider: Future of Business Site Sponsorship

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Pu...
The Future of Content Marketing?
•

Customer-Centric

@BrennerMichael
The Future of Content Marketing?
•

Customer-Centric

•

More Visual, Consumable, Snackable

@BrennerMichael
The Future of Content Marketing?
•

Customer-Centric

•

More Visual, Consumable, Snackable

•

Brand As Publisher, Newsro...
The Future of Content Marketing?
•

Customer-Centric

•

More Visual, Consumable, Snackable

•

Brand As Publisher

•

Bra...
Slides available on:
Slideshare.net/MichaelBrenner

Thank
you!
Michael Brenner
Vice President,
SAP Marketing & Content Str...
It's Time to Act Like a Publisher
It's Time to Act Like a Publisher
It's Time to Act Like a Publisher
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It's Time to Act Like a Publisher

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Join Michael Brenner, VP of Marketing and Content Strategy at SAP, as he 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 media) and getting leads (conversion), and he will show how effective content drives this relationship.

Michael's own experience leading SAP's groundbreaking content marketing strategy makes his insights exceptionally valuable for every B2B marketer. if you want to know what it really takes for a brand to think and act like a publisher, this is the first place to start.

Published in: Technology, Business
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  • Storytelling is old as we are. Social media allows us to tell stories in exciting and challenging new ways.
  • And it’s not really about the stories, is it? It’s about the emotions.
  • At this point, technology was the enabler…
  • But now, it’ content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer is…
  • Ignore banner ads
  • They are looking for brands who don’t just perform what is expected, but who go the extra distance. Dave Grohl from Foo Fighters doesn’t just write the lyrics, sing the songs, play the guitar, he also pours his fans a beer.
  • OK, so know you know why I believe that content marketing is the best way to reach new buyers in B2B. How we need to touch our buyers with content that is surprisingly informative and helpful. Let me tell you about the challenges we faced at SAP.
  • I also did some analysis of search patterns in our solution areas and found that in almost every one of our product categories, the number of unbranded searches far outweighs the number of branded search. Think of this as a litmus test for brand affinity. It’s more than a measure of awareness but a measure of how well people act on awareness.
  • Nope. Look at this. For every 1,000 visitors, we get one visitor to our website who didn’t already know us. This helped me tell the story to our senior execs that we are not answering our customers biggest questions and we are showing up quite late in the buying process.
  • It's Time to Act Like a Publisher

    1. 1. It’s Time To Act Like A Publisher Michael Brenner SAP - VP, Marketing & Content Strategy @BrennerMichael
    2. 2. © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael 3
    3. 3. © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael 4
    4. 4. © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael 5
    5. 5. © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael 6
    6. 6. @BrennerMichael
    7. 7. @BrennerMichael
    8. 8. © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael 9
    9. 9. Me, 20 pounds years ago © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael 10
    10. 10. Today we are all connected © 2013 SAP AG or an SAP affiliate company. All rights reserved. 11 Public @BrennerMichael
    11. 11. What’s Wrong With Our Content? It’s Too Much Like This… • 5,000 marketing messages per day • 2/3 of U.S. on the “Do Not Call” list • 86% of people skip television ads • 44% of direct mail is never opened • 90% of emails are never opened • 99.5% of emails never clicked © 2013 SAP AG or an SAP affiliate company. All rights reserved. 12 Public @BrennerMichael
    12. 12. 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 14
    13. 13. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 15 Public @BrennerMichael
    14. 14. @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 16
    15. 15. What is Marketing? “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself… ~ Peter F. Drucker “Marketing is too important to be left to the marketing department.” ~ David Packard © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael Public 17
    16. 16. And Not Enough Like This… @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 18
    17. 17. @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 19
    18. 18. @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 20
    19. 19. Our Story
    20. 20. The 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 benefiting from … ? • Who are the top vendors in … ? • What does SAP sell? 10 - 1000X © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 22
    21. 21. How Much “Early Stage” Search Traffic Do We Get? Early Stage Visitor: •100,000’s of searches / mo Later Stage Visitor: •100s of searches / mo © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael Public 23
    22. 22. We Were Not Answering Our Customers Top Questions • 99.9% of our web traffic from visitors who already know us or bought from us. • Less than 0.1% were net-new or early-stage prospects • Less than 10 keywords generated all the early-stage search traffic © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 24
    23. 23. 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. Public @BrennerMichael 25
    24. 24. The Answer: Think And Act Like A Publisher Content Strategy: Get the content your audience needs… … delivered in all the places they go • • • • For each persona For each stage of the buyer journey For all media channels Requires created, curated and syndicated content © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael 26
    25. 25. Source: Ann Handley www.annhandley.com © 2013 SAP AG or an SAP affiliate company. All rights reserved. 27 Public @BrennerMichael
    26. 26. Business Innovation http://blogs.sap.com/innovation Mission Statement: To earn our audience’s attention through content that shows business people how technology and innovation can help them grow their business, out-perform their competition and advance their careers. © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 28
    27. 27. Business Innovation A “Content Hub” to earn traffic instead of buying it  Deliver content our audience wants  NO PROMOTIONAL CONTENT  Daily, Social, Mobile  “Curated Authors:” 400 Contributors / 50% external  Subtle branding  Personalized Experience  Appropriate CTA to explore SAP solutions Market examples: AMEX Open Forum, Adobe CMO.com and BCGPerspectives © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 29
    28. 28. Business Innovation Site Objectives Become a destination of business insights Answer Early-Stage buyers questions about how technology and innovation drive growth Drive affinity for the SAP brand Drive Business Results (subscribers / leads) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 30
    29. 29. Infographic to Report on Goals: Reach, Engagement AND Conversions Traffic, engagement and leads we would’ve NEVER seen • What • How content drives Unique Visitors? much traffic from Social + Search? • How much of our search traffic is non-branded or using product terms? • Are we showing true ROI? Recognized for customer-centric content strategy by Fast Company, Digiday, Content Marketing Institute, more… YTD through Sept, 2013 Always optimizing © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 31
    30. 30. Organic & social traffic continues to grow © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 32
    31. 31. Continuously Optimizing For Conversion Focus on Subscriptions © 2013 SAP AG or an SAP affiliate company. All rights reserved. Appropriate Offers Public 33
    32. 32. Most Popular Articles (10X average Pageviews) • Top 50 Influencers / 10 Blog Sites • Terms You Need To Know • Myths…Busted • 10 Predictions for… • What is…? • The First Step to Success in… • How To Get Ahead With… • Infographics © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael 34
    33. 33. The half-life of a piece of content shared on top social networks is 3 hours. (Half-life is the amount of time it takes content to reach 50% of the clicks it will ever Source: Bit.ly receive). © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael 35
    34. 34. 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 36
    35. 35. 90% of all internet traffic in 2017 will be video. Source: Cisco © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael 37
    36. 36. Business Insider: Future of Business Site Sponsorship © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 38
    37. 37. Business Insider: Future of Business Site Sponsorship © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 39
    38. 38. Business Insider: Future of Business Site Sponsorship © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 40
    39. 39. The Future of Content Marketing? • Customer-Centric @BrennerMichael
    40. 40. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable @BrennerMichael
    41. 41. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable • Brand As Publisher, Newsroom • Brand + Publisher @BrennerMichael
    42. 42. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable • Brand As Publisher • Brand + Publisher • Brand As Entertainer? @BrennerMichael
    43. 43. 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
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