8 Steps To Build Your Content Marketing Hub

21,280 views

Published on

From #ConfabMN the content strategy conference, this presentation details the 8 simple steps to a content marketing program that will deliver business results, social media success and help your thought leaders grow their personal brands or achieve social selling objectives.

Published in: Business

8 Steps To Build Your Content Marketing Hub

  1. 8 Steps To Build Your Content HubMichael BrennerVice President Marketing & Content Strategy @SAP@BrennerMichael
  2. My Story (Briefly)
  3. © 2013 SAP AG. All rights reserved. 5@BrennerMichael@BrennerMichael
  4. © 2013 SAP AG. All rights reserved. 6@BrennerMichael@BrennerMichael
  5. © 2013 SAP AG. All rights reserved. 7@BrennerMichaelMe, 20 pounds years ago@BrennerMichael
  6. © 2013 SAP AG. All rights reserved. 8@BrennerMichaelToday we are all connected@BrennerMichael
  7. © 2013 SAP AG. All rights reserved. 9@BrennerMichaelWhat’s Wrong With Our Content? It’s Too Much Like This…@BrennerMichael
  8. © 2013 SAP AG. All rights reserved. 10@BrennerMichael@BrennerMichael
  9. © 2013 SAP AG. All rights reserved. 12@BrennerMichael@BrennerMichael
  10. © 2013 SAP AG. All rights reserved. 13@BrennerMichael
  11. © 2013 SAP AG. All rights reserved. 14@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
  12. © 2013 SAP AG. All rights reserved. 15@BrennerMichaelAnd Not Enough Like This…@BrennerMichael
  13. © 2013 SAP AG. All rights reserved. 16@BrennerMichael@BrennerMichael
  14. Our Story
  15. © 2013 SAP AG. All rights reserved. 18@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)
  16. © 2013 SAP AG. All rights reserved. 19@BrennerMichaelSocial Media(Get Shared)LeadGeneration(Get Leads)Search EngineOptimization(Get Found)STORYTELLINGWhy Is Content Marketing Important?From: Joe Pulizzi, Content Marketing Institute
  17. © 2013 SAP AG. All rights reserved. 20@BrennerMichaelBusiness Innovation (launched March 27, 2012)A “Content Hub” to earn traffic instead of buying itMission Statement:To become a destination of insights for business professionalslooking to understand how technology and innovation can helpthem grow their business, out-perform their competition andadvance their careers.http://blogs.sap.com/innovation
  18. © 2013 SAP AG. All rights reserved. 21@BrennerMichaelStep 1 – DesignLook at Content Hub examples
  19. © 2013 SAP AG. All rights reserved. 22@BrennerMichaelStep 2 – Branding“On” or “Off Platform” / Brand Subtlety?
  20. © 2013 SAP AG. All rights reserved. 23@BrennerMichaelStep 3 – Keyword Strategy
  21. © 2013 SAP AG. All rights reserved. 24@BrennerMichaelStep 4 – Content Strategy Driven By User-ExperienceTopics: driven by top, long-tail, low competitionkeywords (“What is Hadoop?”)Authors: curated for win-winMix: Creation, curation, syndication to maximizeimpact (and decrease cost)Type: Mostly articles. Constant battle for more video,infographics, slideshare decksConversion: monthly reporting on the content thatconverts
  22. © 2013 SAP AG. All rights reserved. 25@BrennerMichaelSteps 5 – ConversionAppropriate OffersFocus on Subscriptions
  23. © 2013 SAP AG. All rights reserved. 26@BrennerMichaelStep 6 – Editorial (CUSTOMER VALUE / NO PROMOTION)Created 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
  24. © 2013 SAP AG. All rights reserved. 27@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
  25. © 2013 SAP AG. All rights reserved. 28@BrennerMichaelOrganic & Social Traffic “Up and To The Right”
  26. © 2013 SAP AG. All rights reserved. 29@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…
  27. © 2013 SAP AG. All rights reserved. 30@BrennerMichaelBusiness Innovation From SAP: What’s Next?Help Our Customers Tell Their Stories• Personalized Homepage• More visual design• More visual content ($$$)• Focus on SubscribersWIP
  28. Our Content Ecosystem
  29. © 2013 SAP AG. All rights reserved. 32@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/
  30. © 2013 SAP AG. All rights reserved. 33@BrennerMichaelForbes “BrandVoice”: A Blogging Platform For PremiumAdvertisers
  31. © 2013 SAP AG. All rights reserved. 34@BrennerMichaelBusiness Insider: Future of Business Site Sponsorship
  32. © 2013 SAP AG. All rights reserved. 35@BrennerMichaelNYTimes “Ricochet”: Wraps Ads Around Curated Content
  33. 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

×