What is content marketing and why you need it

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

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What is content marketing and why you need it

by Michael Brenner on Sep 13, 2012

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