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What is content marketing and why you need it

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Many people are asking the question "what is content marketing and why do I need? Still others understand the concepts of buyer-driven content approaches but are looking to understand how to deploy ...

Many people are asking the question "what is content marketing and why do I need? Still others understand the concepts of buyer-driven content approaches but are looking to understand how to deploy them. In this presentation from Content Marketing World, Michael Brenner describes these key terms and explains how your organization can transform to become a culture of content success.

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  • LA PERSONA QUE ME LO ENVIO ESTA TODAVIA ASOMBRADA DE LO OCURRIDO, YA QUE ELLA DICE QUE LO HIZO POR HACERLO Y QUE PIDIO ALGO QUE CREIA CASI IMPOSIBLE DE LOGRAR PROBEMOS. * Para ti mismo di el nombre de la única persona del sexo opuesto con quien quieras estar (tres veces...)... * Piensa en algo que quieras lograr dentro de la proxima semana y repitelo para ti mismo(a) (seis veces)... * Piensa en algo que quieras que pase entre tu y la persona especial (que dijiste en el no. 1) y dilo a ti mismo/a (doce veces)... * Ahora haz un ultimo y final deseo acerca del deseo que escogiste. * Despues de leer esto tienes 1 hora para mandarlo a 15 temas y lo que pediste se te hara realidad en 1 semana. A la mayor cantidad de gente a quien lo mandes mas fuerte se hara tu deseo. Si tu escoges ignorar esta carta lo contrario del deseo te sucedera, o esto no sucedera jamas.............. Que tus días estén llenos de logros y tus noches de sueños copia y pega esto en 15 o + temas
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  • Great content, especially slide 15. Thanks Michael.
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  • Not only a great #cmworld presentation, but you're really capitalizing on Slideshare, too. Rock on, Michael!
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  • Nice deck, Michael! Hope all is well.
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    What is content marketing and why you need it What is content marketing and why you need it Presentation Transcript

    • Content Marketing: How to Transform YourOrganization/Culture for Content Success Michael Brenner SAP @BrennerMichael • #cmworld #cmworld
    • Marketing Is Hard!• Consumers are bombarded with 2,000- 5,000marketing messages per day• More than 200 Million Americans have joined theU.S. “Do Not Call” list• 86% of people skip television ads• 44% of direct mail is never opened• 99.9% of banner ads do not receive clicks• 90% of emails are never opened and 99.5% don’tproduce even a single click.• Buyers wait until they have completed 60% to 80%of their research before reaching out to vendors. #cmworld
    • Me, Age 3 #cmworld
    • Me, 20 Pounds Years Ago #cmworld
    • Today, We Are All Connected #cmworld
    • And You Are The News!50 years ago, Gallup released research that said delivering news is themost effective way to attract people to your business… #cmworld
    • What Is Marketing? “Business has only two functions – marketing and innovation.” ~ Milan Kundera “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 #cmworld
    • We Are Boring Our Customers To Death Blah. Blah. Blah. I really wish you would stop talking about yourself! #cmworld
    • Because Our Content Does This… #cmworld
    • Not This… #cmworld
    • The Answer: Become A PublisherContent Strategy: Having the content your audience needs… … delivered in all the places they go • For each buyer journey stage • For all “personas” that influence the buying process at each stage • For all their media channels • Combo of created, curated and syndicated #cmworld
    • AMEX Open Forum• “Help Small Businesses Do More Business”• All original content • articles, blogs, research, surveys, contests• Community / connections • Find an expert• White labeled services • SEO, Creative, (new) BusinessApps• Heavily branded / CTA “Apply For A Card”• Personalization• 1M visitors per months• “Largest source of new card members” #cmworld
    • Meets Buyers Where They Are Source: http://news.cnet.com/8301-1023_3-57443686-93/mary-meeker-unveils-kpcbs-internet-trends-for-2012/ #cmworld
    • Do You Have A Plan For Mobile? #cmworld
    • Content Marketing Measures of Success1. % of search traffic from non-branded keywords – Measures how well you capture early stage buyers / influencers – Create content that helps your buyers (take you out of the story)2. % of leads from inbound sources – Web, Search and Social3. % of Early-Stage Content4. “Return on Interesting” – 13 Measures of website, social and community health #cmworld
    • How Much “Early Stage” Search Traffic DoWe Get? Early Stage Visitor: • Searches for Category- terms like “what is cloud computing” or “Business Intelligence” • 100,000’s of searches / mo Later Stage Visitor: • Searches for Product or Brand-specific terms like “SAP Software” • 100s of searches / mo #cmworld
    • How Much “Early Stage” Search Traffic Do We Get? 3 in 10,000 visits• Less than 0.1% from non-product or brand-related keywords• Less than 10 keywords generated all the early-stage search #cmworld
    • Business Innovation from SAP To earn relationships not buy them Launched March 27, 2012 Delivering content our audience wants Educational NOT promotional or gated Daily updates, social share, comments Subtle branding and appropriate CTA to explore SAP solutions Syndicating content from hundreds of authors - 75% external +100K pageviews / month. Hundreds of leads we would have never received! Please visit the site: http://blogs.sap.com/innovation/ #cmworld
    • Steps To Sell In Content Strategy1. The World Has Changed2. Your Marketing Sucks3. You Are Boring Your Customers To Death4. Are You Attracting Early-Stage Buyers5. Get A Mobile Plan6. Pilot A Content Marketing Destination7. Become a Publisher #cmworld
    • Thank You! Email: michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.com Social News Site: Business2Community.com Twitter: @brennermichael #cmworld