The Content Marketing Imperative

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http://www.b2bmarketinginsider.com/content-marketing/2014-content-marketing-imperative - We’ve heard it time and time again: according to the Corporate Executive Board (CEB) almost 60% of the buyer journey is complete before prospects reach out to vendors.

And according to Harvard Business Review, “Solution Selling is Dead” because talking about our products and our solutions is no longer good enough. It may even hurt us in the buying process.

Why? Because our buyers are too smart. They see right through these self-serving tactics. They are looking for brands that put buyers first.

They are looking for brands that know how to connect on a human and emotional scale. In fact, the Corporate Executive Board’s latest report shows that “emotion beats promotion” by a factor of 2 to 1.

Content marketing is the process of creating content that our customers actually want or need.

Content marketing meets the needs of your buyers across ALL phases of the buying cycle:

There is the largest number of potential buyers in the early stages. So there should be more focus on early stage content to drive interest and awareness.
There are more potential buyers in the middle of the buying process than in the latest stages. So there should be more focus on engagement than on the latter stages of the buying process where potential buyers are looking to understand what we sell and for how much.
Late stage content is still needed. It’s really a question of whether resources are aligned to the buying process.
Content marketing is how you attract buyers instead of paying to reach them. It is more effective. It is aligned with buyer needs. But it also may seem counter-intuitive. (“We are here to sell stuff, right?”)

Content marketing is a mindset that starts with the question “what do our buyers want or need?” It then cycles through the process of analyzing keywords (what people search for) and social trends, finding the research, experts, tips and tricks that answer those questions. And then process starts all over again when you analyze what works and use those insights to drive continuous improvement in the next round of content creation.

Content Marketing is an equal portion of creation, curation and syndication.

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The Content Marketing Imperative

  1. The Battle For Customer Attention Michael Brenner SAP - VP, Marketing & Content Strategy @BrennerMichael
  2. Does Marketing = Promotion? © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael2
  3. © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael3
  4. © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael4
  5. @BrennerMichael
  6. @BrennerMichael
  7. Today we are all connected © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael8
  8. 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 9
  9. 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. 10 Public @BrennerMichael
  10. 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 12
  11. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 13 Public @BrennerMichael
  12. @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 14
  13. 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 15
  14. @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 16
  15. @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 17
  16. Our Story
  17. 60-70% of B2B marketing content goes unused. ~ (Sirius Decisions) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 19
  18. 90% of the traffic on corporate websites comes from 10% of the content. ~ (InboundWriter) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 20
  19. 90% of the traffic on corporate websites comes from 10% of the content. 50% comes from just 0.5% of the content. ~ (InboundWriter) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 21
  20. The average attention span has dropped from 12 seconds in 2000 to 8 seconds. ~ (Statistic Brain) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 22
  21. The average attention span has dropped from 12 seconds in 2000 to 8 seconds. The average attention span of a goldfish is 9 seconds. ~ (Statistic Brain) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 23
  22. 93% of B2B Marketers use content marketing. ~ (CMI / MarketingProfs) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 24
  23. Only 42% of B2B marketers believe they are effective with content marketing. ~ (CMI / MarketingProfs) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 25
  24. Emotional marketing messages are twice as effective as promotional ones. ~ (CEB) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 26
  25. SAP Content Addressed Only “Who is / Why SAP?” Source: @MylesBristowe and CommCreative © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael Public 27
  26. What Does SAP Do? (Wikipedia) Interesting? Is The Customer The Hero Of This Story? SAP AG is a German multinational software corporation that makes enterprise software to manage business operations and customer relations. Headquartered in Walldorf, BadenWürttemberg, 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. © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael Public 28
  27. To Reach Our Audience We Need To Act Like Publishers 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. @BrennerMichael Public 29
  28. How To Think And Act Like A Publisher - Content Customers Actually Want To Consume - Content That Doesn’t Feel Like Marketing •Created to show your unique perspective •Curated to answer ALL your customer questions •Syndicated to all the channels they use © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael Public 30
  29. Source: Ann Handley www.annhandley.com © 2013 SAP AG or an SAP affiliate company. All rights reserved. 31 Public @BrennerMichael
  30. Business Innovation http://blogs.sap.com/innovation Mission: To earn our audience’s attention by helping them grow their business, out-perform their competition and advance their careers. © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael Public 32
  31. Business Innovation Site Objectives Become an authority Drive Business Results © 2013 SAP AG or an SAP affiliate company. All rights reserved. Reach Early-Stage buyers Affinity for the SAP brand Public 33
  32. Business Innovation A “Content Hub” to earn traffic instead of buying it  NO PROMOTIONAL CONTENT  Daily, Social, Mobile  “Curated Authors”  Subtle Branding  Conversions To SAP.com / Solutions Market examples: AMEX Open Forum, Adobe CMO.com and BCGPerspectives © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 34
  33. Infographic To Report On Goals: Reach, Engagement AND Conversions Traffic, engagement and leads we would have NEVER seen! Recognized by Fast Company, Digiday, Content Marketing Institute, more… © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 35
  34. Organic & Social Trending © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 36
  35. Continuously Optimizing For Conversion Subscriptions © 2013 SAP AG or an SAP affiliate company. All rights reserved. Offers Public 37
  36. Most Popular Articles (10X average Pageviews) • Top 50 Influencers / 10 Blog Sites • Terms You Need To Know • 10 Predictions For… • What Is [Keyword]? • Infographics • Slideshares • Videos © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael 38
  37. 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 39
  38. 90% of all internet traffic in 2017 will be video. Source: Cisco © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael 40
  39. Business Insider: Future of Business Site Sponsorship © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 41
  40. Business Insider: Future of Business Site Sponsorship © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 42
  41. Business Insider: Future of Business Site Sponsorship © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 43
  42. The Future of Content Marketing? • Customer-Centric @BrennerMichael
  43. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable @BrennerMichael
  44. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable • Brand As Publisher, Newsroom • Brand + Publisher @BrennerMichael
  45. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable • Brand As Publisher • Brand + Publisher • Brand As Entertainer? @BrennerMichael
  46. 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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