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The Content Marketing Imperative
#MPOMMA #IWNY
Michael Brenner
SAP - VP, Marketing & Content Strategy
@BrennerMichael
@Bre...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 3Public@BrennerMichael
What Is Marketing?
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 4Public
What’s Wrong With Our Content? It’s Too Much Like ...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 5Public
The average attention span of a
person has dropped...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 6Public
The average attention span of a
goldfish is 9 seco...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 8Public
@BrennerMicha
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 9Public
60-70% of marketing content
goes completely unused...
10© 2014 SAP AG or an SAP affiliate company. All rights reserved.
73% of people surveyed wouldn’t care if the
brands they ...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 11Public@BrennerMichael
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 12Public@BrennerMichael
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 13Public@BrennerMichael
What Is Marketing?
@BrennerMichael
@BrennerMichael
Our Story
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 17Public
What Does SAP Do? (Wikipedia)
Interesting? Is The...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 18Public
Almost All Our Content Addressed
“Who is SAP? / W...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 19Public
Get Shared
(Social)
Get Leads
(Conversion)
Get Fo...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 20Public
Business Innovation Blog from SAP:
Mission:
To ea...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 21Public
Traffic, engagement
and leads we would
have NEVER...
Native Advertising Examples
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 23Public
Business Insider: Future of Business Site Sponsor...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 24Public
Business Insider: Future of Business Site Sponsor...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 25Public
87% of online population receive content recos vi...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 26Public
Tech Office Hours encouraged business audiences t...
Content And The Future of
Marketing?
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 ? Brand
News...
The Future of Content Marketing?
• Customer-Centric
• More Visual, Consumable, Snackable
• Brand As Publisher
• Brand + Pu...
© 2014 SAP AG or an SAP affiliate company. All rights reserved.
Thank
you!
Michael Brenner
Vice President,
SAP Marketing &...
The Content Marketing Imperative - Internet Week #IWNY and OMMA Native #MPOMMA
The Content Marketing Imperative - Internet Week #IWNY and OMMA Native #MPOMMA
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The Content Marketing Imperative - Internet Week #IWNY and OMMA Native #MPOMMA

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The Content Marketing Imperative #MPOMMA #IWNY
This was one of the key stats that really seemed to resonate with the audience I spoke to this morning at #MPOMMA #IWNY.

I was thrilled to kick off the day as the opening keynote. And although I was competing with the mayor of NY, Bill de Blasio on another #IWNY stage, the audience filled the Media Post Theater at OMMA Native #MPOMMA.

My job was to set the stage for the discussion on Native Advertising.
I asked “Why are we talking about Native Advertising?” And the answer is because digital, social and mobile access has changed the world. Marketing has become highly ineffective because consumers can now tune us out.
What do they tune in to? Stories. Stories that connect on a human and emotional basis.
I also provided an overview of the journey we’ve taken and some of the native advertising we’ve tested.

Check out my slides here:

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  • Ignore banner ads
  • 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.
  • 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.
  • 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.
  • 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.
  • Transcript of "The Content Marketing Imperative - Internet Week #IWNY and OMMA Native #MPOMMA"

    1. 1. The Content Marketing Imperative #MPOMMA #IWNY Michael Brenner SAP - VP, Marketing & Content Strategy @BrennerMichael @BrennerMichael
    2. 2. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 3Public@BrennerMichael What Is Marketing?
    3. 3. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 4Public What’s Wrong With Our Content? It’s Too Much Like This… @BrennerMichael • 5,000 marketing messages per day • 2/3 of U.S. on the “Do Not Call” list • 86% of people skip TV ads • 44% direct mail is never opened • 90% of emails are never opened
    4. 4. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 5Public The average attention span of a person has dropped from 12 seconds in 2000 to 8 seconds. @BrennerMichael
    5. 5. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 6Public The average attention span of a goldfish is 9 seconds. ~ (Statistic Brain) @BrennerMichael
    6. 6. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 8Public @BrennerMicha
    7. 7. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 9Public 60-70% of marketing content goes completely unused. ~ (Sirius Decisions) @BrennerMichael
    8. 8. 10© 2014 SAP AG or an SAP affiliate company. All rights reserved. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. Source: Co.Exist @BrennerMichael
    9. 9. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 11Public@BrennerMichael
    10. 10. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 12Public@BrennerMichael
    11. 11. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 13Public@BrennerMichael What Is Marketing?
    12. 12. @BrennerMichael
    13. 13. @BrennerMichael
    14. 14. Our Story
    15. 15. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 17Public What Does SAP Do? (Wikipedia) Interesting? Is The Customer The Hero? SAP AG is a German multinational software corporation that makes enterprise software to manage business operations and customer relations. Headquartered in Walldorf, Baden-Württemberg, 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. @BrennerMichael
    16. 16. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 18Public Almost All Our Content Addressed “Who is SAP? / Why You Should Chose SAP?” Source: @MylesBristowe and CommCreative @BrennerMichael
    17. 17. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 19Public Get Shared (Social) Get Leads (Conversion) Get Found (SEO*) Content Marketing To Reach Our Audience We Need To Act Like Publishers *search engine optimization @BrennerMichael
    18. 18. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 20Public Business Innovation Blog from SAP: Mission: To earn our audience’s attention by helping them grow their business, out- perform their competition and advance their careers. To act like a publisher by creating content people actually want to consume. http://blogs.sap.com/innovation @BrennerMichael
    19. 19. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 21Public Traffic, engagement and leads we would have NEVER seen! Recognized by Fast Company, Digiday, Con tent Marketing Institute, more… Content Marketing Objectives: Reach, Engagement AND Conversions
    20. 20. Native Advertising Examples
    21. 21. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 23Public Business Insider: Future of Business Site Sponsorship SAP was the 1st advertiser on with Forbes BrandVoice in 2010. - 2.1 million Page Views - 250K+ Social Shares - 2:52 minutes Avg. Time Spent
    22. 22. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 24Public Business Insider: Future of Business Site Sponsorship Launched in 2012, Business Insider’s SAP program was created to highlight leaps in technology either now or in the immediate future that helps make our lives better. - ~200K Pageviews - 7K+ Social Shares - 3:00 mins Avg. Time Spent
    23. 23. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 25Public 87% of online population receive content recos via Outbrain - Top sites for SAP: CNN, Fox News and ESPN
    24. 24. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 26Public Tech Office Hours encouraged business audiences to pose questions about cloud, analytics, mobile or social media to expert thought leaders. ~20K+ pageviews per post – 4X Mashable avg ~3,000 social shares per post – 3X avg
    25. 25. Content And The Future of Marketing?
    26. 26. The Future of Content Marketing? • Customer-Centric @BrennerMichael
    27. 27. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable @BrennerMichael
    28. 28. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable • Brand As Publisher ? Brand Newsrooms • Brand + Publisher @BrennerMichael
    29. 29. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable • Brand As Publisher • Brand + Publisher • Brand As Entertainer? @BrennerMichael
    30. 30. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 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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