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8 Steps To Brand Publishing - CMO Summit
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8 Steps To Brand Publishing - CMO Summit

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The emergence of the internet, social media and mobile connectivity has driven massive changes in the way customers access the information they need to make a decision. Brand publishing is one way …

The emergence of the internet, social media and mobile connectivity has driven massive changes in the way customers access the information they need to make a decision. Brand publishing is one way businesses can break through the clutter and get ahead of the competition.

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  • 1. 8 Steps To Brand Publishing Michael Brenner Vice President Marketing & Content Strategy @SAP @BrennerMichael
  • 2. © 2013 SAP AG. All rights reserved. 4@BrennerMichael Me, 20 pounds years ago @BrennerMichael
  • 3. © 2013 SAP AG. All rights reserved. 5@BrennerMichael@BrennerMichael
  • 4. © 2011 SAP AG. All rights reserved. 6Confidential Content used to be easy . . . Today, YOU are the news! 50 years ago, Gallup released research that said delivering news is the most effective way to attract people to your business…
  • 5. © 2013 SAP AG. All rights reserved. 7@BrennerMichael Today we are all connected @BrennerMichael
  • 6. © 2013 SAP AG. All rights reserved. 8@BrennerMichael What’s Wrong With Our Content? It’s Too Much Like This… @BrennerMichael
  • 7. © 2013 SAP AG. All rights reserved. 9@BrennerMichael@BrennerMichael
  • 8. © 2013 SAP AG. All rights reserved. 11@BrennerMichael @BrennerMichael
  • 9. © 2013 SAP AG. All rights reserved. 12@BrennerMichael
  • 10. © 2013 SAP AG. All rights reserved. 13@BrennerMichael And Not Enough Like This… @BrennerMichael
  • 11. © 2013 SAP AG. All rights reserved. 14@BrennerMichael @BrennerMichael
  • 12. © 2013 SAP AG. All rights reserved. 15@BrennerMichael What is a Content Strategy? • Delivering the content your audience needs, in all the places 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)
  • 13. © 2013 SAP AG. All rights reserved. 16@BrennerMichael Social Media (Get Shared) Lead Generation (Get Leads) Search Engine Optimization (Get Found) STORYTELLING Why Is Content Marketing Important? From: Joe Pulizzi, Content Marketing Institute
  • 14. © 2013 SAP AG. All rights reserved. 17@BrennerMichael Business Innovation (launched March 27, 2012) A “Content Hub” to earn traffic instead of buying it Mission Statement: To become a destination of insights for business professionals looking to understand how technology and innovation can help them grow their business, out-perform their competition and advance their careers. http://blogs.sap.com/innovation
  • 15. © 2013 SAP AG. All rights reserved. 18@BrennerMichael Step 1: Build The Business Case How Much “Early Stage” Search Traffic Do We Get? Later Stage Visitor: Asks “SAP Software” • 100s of searches / mo Early Stage Visitor: Asks “What is Big Data?” 100,000’s of searches / month
  • 16. © 2013 SAP AG. All rights reserved. 19@BrennerMichael Step 2: Build A Content Team Source: Ann Handley www.annhandley.com
  • 17. © 2013 SAP AG. All rights reserved. 20@BrennerMichael Step 3 – Design Look at Content Hub examples
  • 18. © 2013 SAP AG. All rights reserved. 21@BrennerMichael Step 4 – Branding “On” or “Off Platform” / Brand Subtlety?
  • 19. © 2013 SAP AG. All rights reserved. 22@BrennerMichael Step 5: Identify and Answer Customer Questions The buyer journey starts with a search . . . Top Customer Terms: • 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…? Terms SAP Ranked For: • What is SAP? • SAP Software? • SAP HANA? • SAP ERP? • SAP Business Intelligence? • SAP Crystal Reports™?
  • 20. © 2013 SAP AG. All rights reserved. 23@BrennerMichael Step 5 – Answering Customer Questions (cont’d) Topics: driven by top, long-tail, low competition keywords (“What is Hadoop?”) Authors: curated for win-win Mix: Creation, curation, syndication to maximize impact (and decrease cost) Type: Mostly articles. Constant battle for more video, infographics, slideshare decks Conversion: monthly reporting on the content that converts
  • 21. © 2013 SAP AG. All rights reserved. 24@BrennerMichael Step 6 – Conversion Appropriate OffersFocus on Subscriptions
  • 22. © 2013 SAP AG. All rights reserved. 25@BrennerMichael Step 7 – Editorial Strategy and “Editorial Board” NO PROMOTION ALLOWED • 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
  • 23. © 2013 SAP AG. All rights reserved. 26@BrennerMichael Traffic, engagement and leads we would’ve NEVER seen • What content drives Unique Visitors? • How 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 and more… Step 8 - Created An Infographic to Report on Goals: Reach, Engagement AND Conversions . . . Step 8 – Test and Learn . . .
  • 24. © 2013 SAP AG. All rights reserved. 27@BrennerMichael A Content Hub Run Like a Business PAID POE Converged EARNED Awareness Ads Demand Gen extensions: E-mail, digital assets, mailers Paid social promotion: Via Twitter, Linked-In, Facebook, YouTube SAP.com: Events Social Communities: - Twitter, Linked, facebook, G+ PR: Content promoted and showcased via Press Releases and PR initiatives Publish stories OWNED
  • 25. © 2013 SAP AG. All rights reserved. 28@BrennerMichael Organic & Social Traffic “Up and To The Right”
  • 26. © 2013 SAP AG. All rights reserved. 29@BrennerMichael Most 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…
  • 27. © 2013 SAP AG. All rights reserved. 30@BrennerMichael Business Innovation From SAP: What’s Next? Help Our Customers Tell Their Stories • Personalized Homepage • More visual design • More visual content ($$$) • Focus on Subscribers
  • 28. © 2013 SAP AG. All rights reserved. 31@BrennerMichael Activating SAP Employees: Where to blog? Business Innovation, Forbes, “SAP Community Network” Where million of engaged professionals discuss the intersection of IT and business strategy. http://scn.sap.com/community/business-trends Connecting SAP thought leaders to the business leaders on Forbes.. http://blogs.forbes.com/sap/ Earning an engaged audience by answering customer questions to help them innovate and grow. http://blogs.sap.com/innovation/
  • 29. © 2013 SAP AG. All rights reserved. 32@BrennerMichael Forbes “BrandVoice”: A Blogging Platform For Premium Advertisers
  • 30. © 2013 SAP AG. All rights reserved. 33@BrennerMichael Business Insider: Future of Business Site Sponsorship
  • 31. © 2013 SAP AG. All rights reserved. 34@BrennerMichael NYTimes “Ricochet”: Wraps Ads Around Curated Content
  • 32. Thank you! Michael Brenner Vice President, SAP Marketing & Content Strategy Michael.Brenner@SAP.com Connect with Me: Slides available on: Slideshare.net/MichaelBrenner Marketing Blog: B2B Marketing Insider SAP Content Hub: Business Innovation Twitter: @brennermichael