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Content Marketing: Moving From the 'Why?' to the 'How?'
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Content Marketing: Moving From the 'Why?' to the 'How?'

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The internet, social technologies and mobile accessibility have increased the amount of information has created a battle for customer attention. To succeed, brands must become like publishers, create …

The internet, social technologies and mobile accessibility have increased the amount of information has created a battle for customer attention. To succeed, brands must become like publishers, create content destinations (or hubs) to become a primary source of information for their customers.

In this presentation, I explain why you need to create a content hub, what metrics will help you sell it in and also how to create one in a few simple steps.

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  • At this point, technology was the enabler…
  • But now, it’ content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer is…
  • Transcript

    • 1. Content Marketing:Moving From The “Why?” To the “How?”Michael Brenner,Senior Director, Integrated Marketing & Content Strategy@BrennerMichael
    • 2. © 2011 SAP AG. All rights reserved. @BrennerMichael 2
    • 3. © 2011 SAP AG. All rights reserved. @BrennerMichael 3
    • 4. Me, 20 pounds years ago© 2011 SAP AG. All rights reserved. @BrennerMichael 4
    • 5. Today we are all connected© 2011 SAP AG. All rights reserved. @BrennerMichael 5
    • 6. © 2011 SAP AG. All rights reserved. @BrennerMichael 6
    • 7. Marketing is Hard! Your Marketing Sucks• Consumers are bombarded with 2,000– 5,000 marketing messages per day• Two-thirds of Americans have joinedthe U.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 receiveclicks• 90% of emails are never opened and99.5% don’t produce even a single click © 2011 SAP AG. All rights reserved. @BrennerMichael 7
    • 8. @BrennerMicha© 2011 SAP AG. All rights reserved. 8
    • 9. © 2011 SAP AG. All rights reserved. @BrennerMichael 9
    • 10. 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… ~Milan Kundera … The aim of marketing is to make selling superfluous.” ~ Peter F. Drucker “Marketing is too important to be left to the marketing department.” ~ David Packard© 2011 SAP AG. All rights reserved. @BrennerMichael 10
    • 11. What’s Wrong With Our Content? It’s Too Much Like This…© 2011 SAP AG. All rights reserved. @BrennerMichael 11
    • 12. And Not Enough Like This…© 2011 SAP AG. All rights reserved. @BrennerMichael 12
    • 13. How Much “Early Stage” Search Traffic Do We 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© 2011 SAP AG. All rights reserved. @BrennerMichael 13
    • 14. Less than 0.1% from non-product or brand- related keywords • “SAP Software” vs. “What is cloud computing?” Less than 10 keywords generated all the early- stage search • Those keywords all represented solutions we already have some brand awareness for© 2011 SAP AG. All rights reserved. @BrennerMichael 14
    • 15. Why Is Content Marketing Important? Get Found Get Shared (SEO*) (Social) Effective Content Get Leads (Conversion) *search engine optimization© 2011 SAP AG. All rights reserved. @BrennerMichael 15
    • 16. The Answer: Think And Act Like A PublisherContent 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 © 2011 SAP AG. All rights reserved. @BrennerMichael 16
    • 17. Business Innovation (launched March 27)Goal: To earn relationships instead of buying themTo become a destination of business innovationinsights through education and information on howto innovate against today’s top business challenges togain a competitive advantage Deliver the content our audience wants Educational NOT promotional 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 SEEN! Market examples: AMEX Open Forum, Adobe CMO.com, IBM InfoBoom and BCGPerspectives © 2011 SAP AG. All rights reserved. @BrennerMichael 17
    • 18. The Buyer Journey Starts With A Search Question . . . • What is real-time analytics? • What is cloud computing? • What is Big Data? • What are mobile solutions? • How are companies benefiting from Cloud, mobile, in-memory, analytics? • Who are the top vendors in cloud, mobile, in-memory, analytics? DO WE HAVE AN ANSWER?© 2011 SAP AG. All rights reserved. @BrennerMichael 18
    • 19. Some Numbers • Over 200 contributors from 30 feeds (75% from external sources) • 1000+ articles published (avg. 8 / day) • 268K visits, 236K unique visitors, 395K+ pageviews, 4.1 mins per visit! • 100s inbound links, 10% traffic is from social sharing • 15%conversion to SAP.com, more than 127 registrations, 334 clicks on “buy now”, call or chat. • Mobile (30%), Cloud (25%), In-Memory (25%) and Analytics (20%)© 2011 SAP AG. All rights reserved. @BrennerMichael 19
    • 20. Most Popular Articles (10X average Pageviews)•Top 50 Influencers•Top 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…© 2011 SAP AG. All rights reserved. @BrennerMichael 20
    • 21. Key Challenges / Recommendations1. Audience-based content  “Social-first” content supply chain2. Scale  We need content / channel strategy, evangelists, curators, creators3. Gating  Training and Education4. Lack of external voices  Curation Strategy: influencers, partners, media5. Metrics for success  % of early stage search traffic, engagement, conversion6. Offers  No “master” offer strategy that have broad early-stage appeal7. Syndication  Need to get this content out there (ie - Outbrain)© 2011 SAP AG. All rights reserved. @BrennerMichael 21
    • 22. © 2011 SAP AG. All rights reserved. 22
    • 23. Thank You! Email: michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.com Social News Site: Business2Community.com Twitter: @brennermichael© 2011 SAP AG. All rights reserved. 23