It’s Time To Act Like A Publisher
Michael Brenner
SAP - VP, Marketing & Content Strategy

@BrennerMichael
Most People Think
This is Marketing

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public
@BrennerMicha...
My family spent a day on a Times Square
billboard…I think my Klout score went down!

© 2013 SAP AG or an SAP affiliate com...
Advertising + Marketing = Down

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public
@BrennerMichael4
Digital + Content = Up

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public
@BrennerMichael5
We have always told stories
@BrennerMichael
It’s really about emotion

@BrennerMichael
Life was easy when I was young

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public
@BrennerMichael8
Then the internet happened

Me, 20 pounds years ago

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Publ...
Now we’re all telling stories

Today we are all connected

© 2013 SAP AG or an SAP affiliate company. All rights reserved....
What’s Wrong With Our Content? It’s Too Much Like This…
• 5,000 marketing messages per day

• 2/3 of U.S. on the “Do Not C...
And our marketing stinks
73% of people surveyed wouldn’t care if the brands
they use disappeared from their life.
Source: Co.Exist

© 2013 SAP AG o...
Our customer are bored

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

14
Public
@BrennerMichael
@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public

15
What is Marketing?
“The aim of marketing is to know and
understand the customer so well the
product or service fits him an...
We need to connect!

And Not Enough Like This…

@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights rese...
We need to create great content

@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public

...
And pour our fans a beer

@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public

19
Our Story
The buyer journey starts with a search . . .

Customer Questions:
• What is real-time analytics?
• What is cloud computing...
How Much “Early Stage” Search Traffic Do We Get?
Early Stage Visitor:
•100,000’s

of searches / mo

Later Stage Visitor:
•...
We Were Not Answering Our Customers Top Questions

• 99.9% of our web traffic from visitors
who already know us or bought ...
Why Is Content Marketing Important?

Get Found
(SEO*)

Content
Marketing

Get Shared
(Social)

Get Leads
(Conversion)
*sea...
The Answer: Think And Act Like A Publisher

Content Strategy: Get the content your audience needs…
… delivered in all the ...
Source: Ann Handley
www.annhandley.com
© 2013 SAP AG or an SAP affiliate company. All rights reserved.

26
Public
@Brenner...
Business Innovation

http://blogs.sap.com/innovation

Mission
Statement:
To earn our audience’s
attention through
content ...
Business Innovation
A “Content Hub” to earn traffic instead of buying it
 Deliver content our audience wants
 NO PROMOTI...
Business Innovation Site Objectives

Become a destination of business insights

Answer Early-Stage buyers questions about
...
Infographic to Report on Goals:
Reach, Engagement AND Conversions
Traffic, engagement and leads we would’ve
NEVER seen
• W...
Organic & social traffic continues to grow

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Public

31
Continuously Optimizing For Conversion

Focus on Subscriptions

© 2013 SAP AG or an SAP affiliate company. All rights rese...
Most Popular Articles (10X average Pageviews)
•

Top 50 Influencers / 10 Blog Sites

•

Terms You Need To Know

•

Myths…B...
The half-life of a piece of content
shared on top social networks is 3 hours.
(Half-life is the amount of time it takes co...
We've created this resource to help you – whether you are a business leader, a social consumer, a
millennial employee - to...
90% of all internet traffic in 2017 will be video.
Source: Cisco

© 2013 SAP AG or an SAP affiliate company. All rights re...
Business Insider: Future of Business Site Sponsorship

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Pu...
Business Insider: Future of Business Site Sponsorship

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Pu...
Business Insider: Future of Business Site Sponsorship

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Pu...
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, Newsro...
The Future of Content Marketing?
•

Customer-Centric

•

More Visual, Consumable, Snackable

•

Brand As Publisher

•

Bra...
Slides available on:
Slideshare.net/MichaelBrenner

Thank
you!
Michael Brenner
Vice President,
SAP Marketing & Content Str...
Upcoming SlideShare
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It’s Time To Act Like A Publisher

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When are we gonna atop creating so much crappy content? When are we gonna realize that the world has changed. When are we gonna start creating content our audiences actually want?

I realize that some marketing leaders are claiming to consider content marketing over advertising. but we have a long way to go before we start seeing more branded content that is actually helpful to our target audience.

I keep asking "why do we create so much self-serving and ineffective content?"

I think it's easy to blame it on our bosses or the non-marketers who "don't get it." But it's up to us to stand up to our sales and executive colleagues. We need to challenge the status quo. We need to use data-driven insights and business results to show that acting like a publisher will bring more prospects to know, like and trust us enough to buy from us.

So today, I am presenting to a couple hundred of our B2B Marketing colleagues at FWD:B2B.

My message: It's time to start acting like a publisher.

That means:

Create great content AND delivering business results in the form of more customers, revenue and marketing efficiency.
Treat content like an asset that needs to be managed and produce a return on investment
Create a brand newsroom, content team, publishing group. Whatever you call it, these need to be people with the skills to create great content that moves through the social web and is free of brand promotion.
Measure results in the form of business metrics, not marketing speak
Work with publishers resources to create great content
Consider news, entertainment, and emotional storytelling
For more details on how to do it, check out 8 Steps To Become A Brand Publisher.

Check out my slides below and let me know what you think in the comments below. Please follow along on Twitter, LinkedIn, Facebook and Google+ or Subscribe to the B2B Marketing Insider Blog for regular updates.

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It’s Time To Act Like A Publisher

  1. 1. It’s Time To Act Like A Publisher Michael Brenner SAP - VP, Marketing & Content Strategy @BrennerMichael
  2. 2. Most People Think This is Marketing © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael2
  3. 3. My family spent a day on a Times Square billboard…I think my Klout score went down! © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael3
  4. 4. Advertising + Marketing = Down © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael4
  5. 5. Digital + Content = Up © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael5
  6. 6. We have always told stories @BrennerMichael
  7. 7. It’s really about emotion @BrennerMichael
  8. 8. Life was easy when I was young © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael8
  9. 9. Then the internet happened Me, 20 pounds years ago © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael 9
  10. 10. Now we’re all telling stories Today we are all connected © 2013 SAP AG or an SAP affiliate company. All rights reserved. 10 Public @BrennerMichael
  11. 11. What’s Wrong With Our Content? It’s Too Much Like This… • 5,000 marketing messages per day • 2/3 of U.S. on the “Do Not Call” list • 86% of people skip television ads • 44% of direct mail is never opened • 90% of emails are never opened • 99.5% of emails never clicked © 2013 SAP AG or an SAP affiliate company. All rights reserved. 11 Public @BrennerMichael
  12. 12. And our marketing stinks
  13. 13. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. Source: Co.Exist © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael 13
  14. 14. Our customer are bored © 2013 SAP AG or an SAP affiliate company. All rights reserved. 14 Public @BrennerMichael
  15. 15. @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 15
  16. 16. 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… ~ Peter F. Drucker “Marketing is too important to be left to the marketing department.” ~ David Packard © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael Public 16
  17. 17. We need to connect! And Not Enough Like This… @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 17
  18. 18. We need to create great content @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 18
  19. 19. And pour our fans a beer @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 19
  20. 20. Our Story
  21. 21. The 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 benefiting from … ? • Who are the top vendors in … ? • What does SAP sell? 10 - 1000X © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 21
  22. 22. How Much “Early Stage” Search Traffic Do We Get? Early Stage Visitor: •100,000’s of searches / mo Later Stage Visitor: •100s of searches / mo © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael Public 22
  23. 23. We Were Not Answering Our Customers Top Questions • 99.9% of our web traffic from visitors who already know us or bought from us. • Less than 0.1% were net-new or early-stage prospects • Less than 10 keywords generated all the early-stage search traffic © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 23
  24. 24. Why Is Content Marketing Important? Get Found (SEO*) Content Marketing Get Shared (Social) Get Leads (Conversion) *search engine optimization © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael 24
  25. 25. The Answer: Think And Act Like A Publisher Content Strategy: Get the content your audience needs… … delivered in all the places they go • • • • For each persona For each stage of the buyer journey For all media channels Requires created, curated and syndicated content © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael 25
  26. 26. Source: Ann Handley www.annhandley.com © 2013 SAP AG or an SAP affiliate company. All rights reserved. 26 Public @BrennerMichael
  27. 27. Business Innovation http://blogs.sap.com/innovation Mission Statement: To earn our audience’s attention through content that shows business people how technology and innovation can help them grow their business, out-perform their competition and advance their careers. © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 27
  28. 28. Business Innovation A “Content Hub” to earn traffic instead of buying it  Deliver content our audience wants  NO PROMOTIONAL CONTENT  Daily, Social, Mobile  “Curated Authors:” 400 Contributors / 50% external  Subtle branding  Personalized Experience  Appropriate CTA to explore SAP solutions Market examples: AMEX Open Forum, Adobe CMO.com and BCGPerspectives © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 28
  29. 29. Business Innovation Site Objectives Become a destination of business insights Answer Early-Stage buyers questions about how technology and innovation drive growth Drive affinity for the SAP brand Drive Business Results (subscribers / leads) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 29
  30. 30. Infographic to Report on Goals: Reach, Engagement AND Conversions Traffic, engagement and leads we would’ve NEVER seen • What • How content drives Unique Visitors? 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, more… YTD through Sept, 2013 Always optimizing © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 30
  31. 31. Organic & social traffic continues to grow © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 31
  32. 32. Continuously Optimizing For Conversion Focus on Subscriptions © 2013 SAP AG or an SAP affiliate company. All rights reserved. Appropriate Offers Public 32
  33. 33. Most Popular Articles (10X average Pageviews) • Top 50 Influencers / 10 Blog Sites • Terms You Need To Know • Myths…Busted • 10 Predictions for… • What is…? • The First Step to Success in… • How To Get Ahead With… • Infographics © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael 33
  34. 34. The half-life of a piece of content shared on top social networks is 3 hours. (Half-life is the amount of time it takes content to reach 50% of the clicks it will ever Source: Bit.ly receive). © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael 34
  35. 35. We've created this resource to help you – whether you are a business leader, a social consumer, a millennial employee - to help drive transformational change within your corner of the world. Because no matter what you do, where you do it, how much experience you have or whatever industry you serve, the future of business will be created by you. Click here to view all 99 Facts on The Future of Business. © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 35
  36. 36. 90% of all internet traffic in 2017 will be video. Source: Cisco © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael 36
  37. 37. Business Insider: Future of Business Site Sponsorship © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 37
  38. 38. Business Insider: Future of Business Site Sponsorship © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 38
  39. 39. Business Insider: Future of Business Site Sponsorship © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 39
  40. 40. The Future of Content Marketing? • Customer-Centric @BrennerMichael
  41. 41. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable @BrennerMichael
  42. 42. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable • Brand As Publisher, Newsroom • Brand + Publisher @BrennerMichael
  43. 43. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable • Brand As Publisher • Brand + Publisher • Brand As Entertainer? @BrennerMichael
  44. 44. Slides available on: Slideshare.net/MichaelBrenner Thank you! Michael Brenner Vice President, SAP Marketing & Content Strategy Michael.Brenner@SAP.com Connect with Me: © 2013 SAP AG or an SAP affiliate company. All rights reserved. Marketing Blog: B2B Marketing Insider SAP Content Hub: Business Innovation Twitter: @brennermichael
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