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8 Steps To Build Your Content Hub
Michael Brenner
Vice President Marketing & Content Strategy @SAP
@BrennerMichael
8 Steps To Build Your Content Marketing Hub
8 Steps To Build Your Content Marketing Hub
My Story (Briefly)
© 2013 SAP AG. All rights reserved. 5@BrennerMichael@BrennerMichael
© 2013 SAP AG. All rights reserved. 6@BrennerMichael@BrennerMichael
© 2013 SAP AG. All rights reserved. 7@BrennerMichael
Me, 20 pounds years ago
@BrennerMichael
© 2013 SAP AG. All rights reserved. 8@BrennerMichael
Today we are all connected
@BrennerMichael
© 2013 SAP AG. All rights reserved. 9@BrennerMichael
What’s Wrong With Our Content? It’s Too Much Like This…
@BrennerMichael
© 2013 SAP AG. All rights reserved. 10@BrennerMichael@BrennerMichael
8 Steps To Build Your Content Marketing Hub
© 2013 SAP AG. All rights reserved. 12@BrennerMichael
@BrennerMichael
© 2013 SAP AG. All rights reserved. 13@BrennerMichael
© 2013 SAP AG. All rights reserved. 14@BrennerMichael
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…
~Milan Kundera
… The aim of marketing is to
make selling superfluous.”
~ Peter F. Drucker
“Marketing is too important to be
left to the marketing department.”
~ David Packard
© 2013 SAP AG. All rights reserved. 15@BrennerMichael
And Not Enough Like This…
@BrennerMichael
© 2013 SAP AG. All rights reserved. 16@BrennerMichael
@BrennerMichael
Our Story
© 2013 SAP AG. All rights reserved. 18@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)
© 2013 SAP AG. All rights reserved. 19@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
© 2013 SAP AG. All rights reserved. 20@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
© 2013 SAP AG. All rights reserved. 21@BrennerMichael
Step 1 – Design
Look at Content Hub examples
© 2013 SAP AG. All rights reserved. 22@BrennerMichael
Step 2 – Branding
“On” or “Off Platform” / Brand Subtlety?
© 2013 SAP AG. All rights reserved. 23@BrennerMichael
Step 3 – Keyword Strategy
© 2013 SAP AG. All rights reserved. 24@BrennerMichael
Step 4 – Content Strategy Driven By User-Experience
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
© 2013 SAP AG. All rights reserved. 25@BrennerMichael
Steps 5 – Conversion
Appropriate OffersFocus on Subscriptions
© 2013 SAP AG. All rights reserved. 26@BrennerMichael
Step 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
© 2013 SAP AG. All rights reserved. 27@BrennerMichael
A Content Hub Run Like a Business
PAID Converged EARNED
Awareness Ads
Demand Gen extensions:
E-mail, digital assets, mailers
Paid social promotion: Via
Twitter, Linked-In, Facebook,
YouTube
Life
Business Innovation
SAP.com:
Sales Demo Tools Events
Social Communities:
- Twitter, Linked, facebook, G+
PR: Content promoted and
showcased via Press Releases
and PR initiatives
Publish stories
OWNED
© 2013 SAP AG. All rights reserved. 28@BrennerMichael
Organic & Social Traffic “Up and To The Right”
© 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…
© 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
WIP
Our Content Ecosystem
© 2013 SAP AG. All rights reserved. 32@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/
© 2013 SAP AG. All rights reserved. 33@BrennerMichael
Forbes “BrandVoice”: A Blogging Platform For Premium
Advertisers
© 2013 SAP AG. All rights reserved. 34@BrennerMichael
Business Insider: Future of Business Site Sponsorship
© 2013 SAP AG. All rights reserved. 35@BrennerMichael
NYTimes “Ricochet”: Wraps Ads Around Curated Content
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

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8 Steps To Build Your Content Marketing Hub

  • 1. 8 Steps To Build Your Content Hub Michael Brenner Vice President Marketing & Content Strategy @SAP @BrennerMichael
  • 5. © 2013 SAP AG. All rights reserved. 5@BrennerMichael@BrennerMichael
  • 6. © 2013 SAP AG. All rights reserved. 6@BrennerMichael@BrennerMichael
  • 7. © 2013 SAP AG. All rights reserved. 7@BrennerMichael Me, 20 pounds years ago @BrennerMichael
  • 8. © 2013 SAP AG. All rights reserved. 8@BrennerMichael Today we are all connected @BrennerMichael
  • 9. © 2013 SAP AG. All rights reserved. 9@BrennerMichael What’s Wrong With Our Content? It’s Too Much Like This… @BrennerMichael
  • 10. © 2013 SAP AG. All rights reserved. 10@BrennerMichael@BrennerMichael
  • 12. © 2013 SAP AG. All rights reserved. 12@BrennerMichael @BrennerMichael
  • 13. © 2013 SAP AG. All rights reserved. 13@BrennerMichael
  • 14. © 2013 SAP AG. All rights reserved. 14@BrennerMichael 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… ~Milan Kundera … The aim of marketing is to make selling superfluous.” ~ Peter F. Drucker “Marketing is too important to be left to the marketing department.” ~ David Packard
  • 15. © 2013 SAP AG. All rights reserved. 15@BrennerMichael And Not Enough Like This… @BrennerMichael
  • 16. © 2013 SAP AG. All rights reserved. 16@BrennerMichael @BrennerMichael
  • 18. © 2013 SAP AG. All rights reserved. 18@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)
  • 19. © 2013 SAP AG. All rights reserved. 19@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
  • 20. © 2013 SAP AG. All rights reserved. 20@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
  • 21. © 2013 SAP AG. All rights reserved. 21@BrennerMichael Step 1 – Design Look at Content Hub examples
  • 22. © 2013 SAP AG. All rights reserved. 22@BrennerMichael Step 2 – Branding “On” or “Off Platform” / Brand Subtlety?
  • 23. © 2013 SAP AG. All rights reserved. 23@BrennerMichael Step 3 – Keyword Strategy
  • 24. © 2013 SAP AG. All rights reserved. 24@BrennerMichael Step 4 – Content Strategy Driven By User-Experience 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
  • 25. © 2013 SAP AG. All rights reserved. 25@BrennerMichael Steps 5 – Conversion Appropriate OffersFocus on Subscriptions
  • 26. © 2013 SAP AG. All rights reserved. 26@BrennerMichael Step 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
  • 27. © 2013 SAP AG. All rights reserved. 27@BrennerMichael A Content Hub Run Like a Business PAID Converged EARNED Awareness Ads Demand Gen extensions: E-mail, digital assets, mailers Paid social promotion: Via Twitter, Linked-In, Facebook, YouTube Life Business Innovation SAP.com: Sales Demo Tools Events Social Communities: - Twitter, Linked, facebook, G+ PR: Content promoted and showcased via Press Releases and PR initiatives Publish stories OWNED
  • 28. © 2013 SAP AG. All rights reserved. 28@BrennerMichael Organic & Social Traffic “Up and To The Right”
  • 29. © 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…
  • 30. © 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 WIP
  • 32. © 2013 SAP AG. All rights reserved. 32@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/
  • 33. © 2013 SAP AG. All rights reserved. 33@BrennerMichael Forbes “BrandVoice”: A Blogging Platform For Premium Advertisers
  • 34. © 2013 SAP AG. All rights reserved. 34@BrennerMichael Business Insider: Future of Business Site Sponsorship
  • 35. © 2013 SAP AG. All rights reserved. 35@BrennerMichael NYTimes “Ricochet”: Wraps Ads Around Curated Content
  • 36. 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