How And Why To Create Your Content Marketing Hub


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Today's B2B buyer is overwhelmed with more information than they could ever consume. The last thing they want is to read your product-centric content. Instead, you need to build a content hub that helps your buyers.

Enclosed here you will find my slides and main speaker notes from the B2B Content 2 Conversion Conference

Preparing To Build Your Content Hub

Before you can begin building your content marketing destination, you need to understand (and be able to articulate) that your role as a B2B Marketer is not to explain to the world what it is that you sell. But to show the world how what you sell helps your buyers. That's right, B2B Marketing is not about promotion. It is about telling stories. Stories from your customer's point of view on how what you sell has helped them.

In my presentation I present a brief history of how the world has changed for marketers. And yet, stories remain a critical component of marketing. Stories present an opportunity for B2B Marketers to not just meet the needs of our buyers, but to delight them as we enable them during the buying journey.

The Content Hub Business Case

The next step is to present your business case. To build a content marketing hub, you need to show how your current content marketing efforts fail to meet the needs of your buyers. A couple of ideas:

Search metrics: show how your business is missing out on vital conversations happening in the earliest stages of the buying process.
Web analytics: show how most visitors to your site already know who you are.
Content analytics: show how the content you create is mostly late stage or isn't being downloaded by anyone. Calculate the costs of this waste.
Once you've presented your business case and gained the approval to move forward, you can take the following steps to build your content hub.

Here are the 8 Steps to Build A Content Hub That Converts

1. Design: Look at existing market examples to help you design the site. Weigh the pros and cons of building within your existing domain or creating a new one
2. Branding: Define how subtle or prominent the branding will be on the site
3. Keywords: Conduct a ton of keyword research to determine the topics your audience is interested in
4. Content Strategy: Define the content strategy and sources of your content: how much will you create, curate or syndicate the content that meets your buyers' needs
5. Conversion: define the processes that will pull your visitors into an active relationship that converts down the sales funnel. Focus on creating value for the user and test different approaches.
6. Editorial: Create an editorial board including all your brands' content resources
7. Goals: Articulate your goals and report on them consistently
8. Test and Learn: dream up new ideas to test, analyze the results, learn and repeat.

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How And Why To Create Your Content Marketing Hub

  1. 1. Content Marketing:Why & How To Build Your Content HubMichael BrennerVice President Marketing & Content Strategy @SAP@BrennerMichael
  2. 2. My Story (Briefly)
  3. 3. © 2013 SAP AG. All rights reserved. 6@BrennerMichael@BrennerMichael
  4. 4. © 2013 SAP AG. All rights reserved. 7@BrennerMichael@BrennerMichael
  5. 5. © 2013 SAP AG. All rights reserved. 8@BrennerMichaelMe, 20 pounds years ago@BrennerMichael
  6. 6. © 2013 SAP AG. All rights reserved. 9@BrennerMichaelToday we are all connected@BrennerMichael
  7. 7. © 2013 SAP AG. All rights reserved. 10@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
  8. 8. © 2013 SAP AG. All rights reserved. 11@BrennerMichael@BrennerMichael
  9. 9. © 2013 SAP AG. All rights reserved. 12@BrennerMichael@BrennerMichael
  10. 10. © 2013 SAP AG. All rights reserved. 13@BrennerMichael@BrennerMicha
  11. 11. Consumers are bombarded with5,000 marketing messages per day
  12. 12. 2/3 of US on the “Do Not Call” list
  13. 13. 86% of people skip television ads
  14. 14. 44% of direct mail is never opened
  15. 15. 99.9% of banners never clicked
  16. 16. 90% of emails are never openedand 99.5% don’t get a single click
  17. 17. © 2013 SAP AG. All rights reserved. 20@BrennerMichaelWhat’s Wrong With Our Content? It’s Too Much Like This…@BrennerMichael
  18. 18. © 2013 SAP AG. All rights reserved. 21@BrennerMichaelAnd Not Enough Like This…@BrennerMichael
  19. 19. © 2013 SAP AG. All rights reserved. 22@BrennerMichael@BrennerMichael
  20. 20. Our Story
  21. 21. © 2013 SAP AG. All rights reserved. 24@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)
  22. 22. © 2013 SAP AG. All rights reserved. 25@BrennerMichaelSocial Media(Get Shared)LeadGeneration(Get Leads)Search EngineOptimization(Get Found)STORYTELLINGWhy Is Content Marketing Important?From: Joe Pulizzi, Content Marketing Institute
  23. 23. © 2013 SAP AG. All rights reserved. 26@BrennerMichaelThe 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 benefitingfrom … ?• Who are the top vendors in … ?3000 X-2 X1000 X17 X28 X40 X-2 X7 X24 X13 X
  24. 24. © 2013 SAP AG. All rights reserved. 27@BrennerMichaelHow Much “Early Stage” Search Traffic Do We Get?Later Stage Visitor:Asks “SAP Software”• 100s of searches / moEarly Stage Visitor:Asks “What is Big Data?”100,000’s of searches / month
  25. 25. © 2013 SAP AG. All rights reserved. 28@BrennerMichael•99.9% of our web traffic fromvisitors who already know usor bought from us.•Less than 0.1% were net-newor early-stage prospects•Less than 10 keywordsgenerated all the early-stagesearch trafficWe Were Not Answering Our Customers Top Questions
  26. 26. © 2013 SAP AG. All rights reserved. 29@BrennerMichaelBusiness Innovation (launched March 27, 2012)A “Content Hub” to earn traffic instead of buying it Design: “Subtly” Branded Target: Business Execs+ Stage: Early- to Mid-stage Editorial: Keyword-driven Content:No Budget100s of authors (“Author Curation”)~50% external CTA: Subscribe, Offers, Explore Market examples: AMEX Open Forum,, BCGPerspectives, AT&T Networking Exchange
  27. 27. © 2013 SAP AG. All rights reserved. 30@BrennerMichaelCreated 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
  28. 28. © 2013 SAP AG. All rights reserved. 31@BrennerMichaelOther People’s Content (OPC) - Content Curation• Google Alerts for topics• Research Reports• Studies• Whitepapers• From any source:• Analysts• Competitors• Consultants• Assign to “volunteers”• ALWAYS attribute source!
  29. 29. © 2013 SAP AG. All rights reserved. 32@BrennerMichael• Traffic, connections and leadswe would’ve NEVER seen• 2000+ articles published(1+ / topic, 12-15 / day)• 100s inbound links, up to• 50% traffic from Social,Search and Direct• 83% search terms are Non-branded or product terms• 100s of Registrations, Chats,Calls, visits to Store andsolution pages on SAP.comCreated An Infographic to Report on Goals:Reach, Engagement AND Conversions
  30. 30. © 2013 SAP AG. All rights reserved. 33@BrennerMichaelOrganic & Social Traffic “Up and To The Right”
  31. 31. © 2013 SAP AG. All rights reserved. 34@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…
  32. 32. © 2013 SAP AG. All rights reserved. 35@BrennerMichaelBusiness Innovation From SAP: What’s Next?Help Our Customers Tell Their Stories• Adding “Our Stories”• Dynamic Homepage experience!• More visual (more $$$)• Focus on Subscribers• Curated, native, FULL LENGTHcontent licensed from 3rd Parties
  33. 33. Our Content Ecosystem
  34. 34. © 2013 SAP AG. All rights reserved. 37@BrennerMichaelActivating SAP Employees: Where to blog?Business Innovation, Forbes, “SAP Community Network”Where million of engagedprofessionals discuss theintersection of IT and businessstrategy. SAP thoughtleaders to the businessleaders on Forbes.. an engaged audienceby answering customerquestions to help theminnovate and grow.
  35. 35. © 2013 SAP AG. All rights reserved. 38@BrennerMichaelPaid, Owned, and Earned + Converged ExamplesPaid Owned Earned ConvergedOrchestrates POE tomaximize pull activity
  36. 36. © 2013 SAP AG. All rights reserved. 39@BrennerMichaelA Content Hub Run Like a BusinessPAID Converged EARNEDAwareness AdsDemand Gen extensions:E-mail, digital assets, mailersPaid social promotion: ViaTwitter, Linked-In, Facebook,YouTubeLifeBusiness Demo Tools EventsSocial Communities:- Twitter, Linked, facebook, G+PR: Content promoted andshowcased via Press Releasesand PR initiativesPublish storiesOWNED
  37. 37. © 2013 SAP AG. All rights reserved. 40@BrennerMichaelForbes “BrandVoice”: A Blogging Platform For PremiumAdvertisers
  38. 38. © 2013 SAP AG. All rights reserved. 41@BrennerMichaelBusiness Insider: Future of Business Site Sponsorship
  39. 39. © 2013 SAP AG. All rights reserved. 42@BrennerMichaelNYTimes “Ricochet”: Wraps Ads Around Curated Content
  40. 40. Thankyou!Michael BrennerVice President,SAP Marketing & Content StrategyMichael.Brenner@SAP.comConnect with Me:Slides available Blog:B2B Marketing InsiderSAP Content Hub:Business InnovationTwitter:@brennermichael
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