AFTERNOON KEYNOTE: The world has changed - Has your marketing? Content and the future of B2B marketing
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AFTERNOON KEYNOTE: The world has changed - Has your marketing? Content and the future of B2B marketing Michael Brenner, head of strategy, NewsCred
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AFTERNOON KEYNOTE: The world has changed - Has your marketing? Content and the future of B2B marketing
- 1. Michael Brenner NewsCred – Head of Strategy B2B Marketing Insider @BrennerMichael CONTENT AND THE FUTURE OF B2B MARKETING
- 3. JUST 3 THINGS THE WORLD HAS CHANGED. MOST CONTENT STINKS. ATTRACT PEOPLE THROUGH STORIES THEY LOVE. @BrennerMichael
- 4. THE FIRST TV AD - 1941 @BrennerMichael
- 5. @BrennerMichael CAMEL AD - 1950
- 7. Content Marketing is all the marketing that’s left! Seth Godin, 2008 ” “
- 9. P&G “Thank You Mom” - 2014
- 11. Me, 20 pounds years ago @BrennerMichael
- 12. Today we are all connected @BrennerMichael
- 13. @BrennerMichael
- 14. 4.75 billion PIECE OF CONTENT ARE SHARED 1.8 billion PHOTOS ARE UPLOADED AND SHARED 500 million TWEETS ARE POSTED 700 million SNAPCHATS ARE SENT THOUSANDS OF MARKETING MESSAGES @BrennerMichael
- 15. WHAT IS GOING ON? @BrennerMichael
- 16. WE TUNE OUT THE NOISE. @BrennerMichael
- 17. Less likely to click on a banner than… @BrennerMichael
- 18. @BrennerMichael
- 20. 60-70% OF MARKETING CONTENT GOES COMPLETELY UNUSED @BrennerMichael
- 21. @BrennerMichael
- 22. BEHIND EVERY PIECE OF BAD CONTENT IS AN EXECUTIVE WHO ASKED FOR IT. TWEET THIS! @BrennerMichael
- 23. 73% OF PEOPLE SURVEYED WOULDN’T CARE IF THE BRANDS THEY USE DISAPPEARED FROM THEIR LIFE. @BrennerMichael
- 24. Content today must compete with pictures of babies and kittens.
- 26. OF MILLENNIALS SAID THAT A COMPELLING ADVERTISEMENT WOULD MAKE THEM TRUST A BRAND MORE. 1% @BrennerMichael
- 27. @BrennerMichael
- 28. BEHIND EVERY TWEET, SHARE, AND PURCHASE IS A PERSON, LIKE YOU AND ME. @BrennerMichael
- 29. @BrennerMichael
- 30. “THE BUYER JOURNEY IS NOTHING MORE THAN A SERIES OF QUESTIONS THAT MUST BE ANSWERED. ”
- 31. REACH AND ENGAGE THE RIGHT PEOPLE EARLY-STAGE SEARCHES MIDDLE-STAGE BRAND SEARCHES SEARCH/SOCIALVOLUME WHAT IS CONTENT MARKETING? (10-3000 X) HOW TO BE EFFECTIVE WITH CONTENT MARKETING? (2-10 X) WHO IS THE BEST CONTENT MARKETING PROVIDER? @BrennerMichael
- 32. AWARENESS CONSIDERATION PREFERENCE ONLINE COMMUNITIES SEARCH ENGINES EBOOKS EMAIL NEWSLETTERS EDITORIAL ARTICLES WHITE PAPERS PODCASTS CASE STUDIES ONLINE VIDEOS WEBCASTS VIRTUAL TRADE SHOWS PRODUCT LITERATURE TRIAL SOFTWARE ONLINE VENDOR DEMOS Begin decision process Make decision Identify business problem Establish requirements/ build RFP Align IT with business objectives Explore technology options Research solutions Determine solution strategy Assess ROI Research products/ vendors Build short list @BrennerMichael
- 33. “TAKE YOUR BRAND OUT OF THE STORY. . . . . .MAKE YOUR CUSTOMERS THE HERO.” ANN HANDLEY BUSINESS INSTINCT CONTENT MARKETING WHAT BUSINESSES PRODUCE WHAT CUSTOMERS WANT CHARITYEMPATHY @BrennerMichael
- 34. “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” Content Marketing Institute • Not advertising or PR • It is continuous, not campaign-based • Customer, not brand-focused • Owned media = An Asset for your business with LTV and ROI CONTENT MARKETING DEFINED @BrennerMichael
- 35. PUBLISH ON YOUR OWN CONTENT HUB. @BrennerMichael “DON’T BUILD YOUR HOUSE ON RENTED LAND. ”
- 36. @BrennerMichael
- 37. THE PROMISE OF CONTENT MARKETING: @BrennerMichael TO EARN YOUR AUDIENCE VERSUS BUYING IT!
- 38. “WE NEED TO STOP INTERRUPTING WHAT PEOPLE ARE INTERESTED IN AND BE WHAT PEOPLE ARE INTERESTED IN. CRAIG DAVIS” @BrennerMichael
- 39. HOW BRANDS CAN BECOME CONSUMED WITH THEIR STORY, NOT THEIR CUSTOMERS. UNIQUE POINT OF VIEW TRAP @BrennerMichael
- 40. @BrennerMichael
- 43. IF YOU GIVE A GOOD IDEA TO A MEDIOCRE TEAM, THEY WILL SCREW IT UP. IF YOU GIVE A MEDIOCRE IDEA TO A BRILLIANT TEAM, THEY WILL EITHER FIX IT OR THROW IT AWAY AND COME UP WITH SOMETHING BETTER. ” “ @BrennerMichael
- 44. @BrennerMichael
- 45. BRANDS NEED TO TAKE THE PHRASE ‘ACTING LIKE A PUBLISHER’ LITERALLY. ” “ Dietrich Mateschitz Founder + CEO, Red Bull @BrennerMichael
- 46. Old way Brand-led Ad campaigns Demographics New way CUSTOMER-DRIVEN CONTINUOUS CONTENT PEOPLE B2B MARKETERS ARE TAKING A NEW APPROACH. @BrennerMichael
- 47. THE FUTURE OF CONTENT MARKETING IS INFORMATIVE @BrennerMichael
- 48. @BrennerMichael
- 49. @BrennerMichael CLUSTER BRAND? TOTAL MONTHLY SEARCHES (EST.) Analytics Brand 458 3000x Analytics Non-Brand 1,520,761 Cloud Brand 398 1000x Cloud Non-Brand 578,460 Data Brand 28,884 17x Data Non-Brand 470,967 Mobility Brand 12,488 28x Mobility Non-Brand 345,598 BI Brand 532,486 -2x BI Non-Brand 277,156 CRM/Sales Brand 156,028 40x CRM/Sales Non-Brand 6,313,329 ERP Brand 777,092 -2x ERP Non-Brand 324,595 HCM Brand 55,536 7x HCM Non-Brand 379,954 Accounting. Finance Brand 30,497 24x Accounting. Finance Non-Brand 720,493 TOTAL Brand 1,688,883 13x TOTAL Non-Brand 13,616,715
- 50. Were any of these “early-stage” prospects finding us?
- 51. Business Innovation (launched March 27, 2012) A“Content Hub” to earn traffic instead of buying it To help business pros see how technology drives innovation. To reach and convert leads we would have never seen!http://blogs.sap.com/innovation
- 53. THE FUTURE OF CONTENT MARKETING IS PROVEN ROI @BrennerMichael
- 54. CONTENT MARKETING ROI IS 4X OUR TRADITIONAL MARKETING SPEND. ” “ Julie Fleischer Sr. Director, Kraft Foods @BrennerMichael
- 55. WE SHIFTED INVESTMENT FROM ADVERTISING TO CONTENT MARKETING SO WE COULD SHOUT LOUDER THAN WE SPEND. Beth Comstock CMO, GE ” “ @BrennerMichael
- 56. CapGemini Content-Loop.com • Licensed content on Linked Sponsored updates • Drives to branded Content Loop • Offers to deeper content • Recommendations to connect with experts Results: ~1M visitors / year + 3K new LinkedIn followers / week + High Quality Leads + Sales / ROI
- 57. AMEX OpenForum Mission: Help Small Businesses Do More Business. Approach: Publish every day, influencers and community. Outcome: The largest source of inbound leads.
- 58. THE FUTURE OF CONTENT MARKETING IS VISUAL @BrennerMichael
- 59. @BrennerMichael
- 62. THE FUTURE OF CONTENT MARKETING IS FUN @BrennerMichael
- 63. @BrennerMichael
- 64. @BrennerMichael
- 65. @BrennerMichael
- 68. THE FUTURE OF CONTENT MARKETING IS FUNNY @BrennerMichael
- 69. @BrennerMichael
- 70. @BrennerMichael
- 71. Woo Woo? How Is Your Marketing Performing?
- 72. THE FUTURE OF CONTENT MARKETING IS ENTERTAINING @BrennerMichael
- 73. EXAMPLES OF BRAND ENTERTAINMENT @BrennerMichael
- 76. @BrennerMichael 20 AMAZING EXAMPLES OF BRAND CONTENT MARKETING HUBS
- 77. “We Try To Win The Internet Everyday” Bryan Rhoades ~ Head of Content, Intel
- 78. HOW TO RANK FOR SEO? VOLUME Number of posts on the topic VALUE The best answer on the internet VARIETY Text, images, video, slides @BrennerMichael
- 79. Content Atomization Starts With An Idea
- 80. • Turn Exec Presentations Into Slideshare • Summarise the best parts of [bad?] videos • Email experts • Profile customers • Ask influencers • Create “What is, Why You Should, and How To,” “8 Steps To Success In . . .” [Topic] • What [Hot Topic] Means for [Your Issue]: • “What the Scottish Referendum Can Teach Us About Risk” My Favorite Content Hacks
- 81. 3 Tips For Killer B2B Content: 1. Stop Promoting. Create for real people. 2. Be the best answer on the internet. 3. Act like a human. Maybe even funny.
- 83. Your audience wants stories. Willyou give it to them? @BrennerMichael
Editor's Notes
- This is me at age 3. It’s 1974 and the ways that marketers used to reach their buyers was relatively simple. TV, radio, print, billboards. With the right Madison avenue agency and a decent size budget, any brand could reach their audience. But in 1974 something really important happened. The first barcode was scanned at a Marsh supermarket in Troy Ohio. It was a pak of Wrigley Juicy Fruit gum. In many ways, this started the beginning of the information age when brands could begin to understand the 4Ps: which place their products sold at what price and on what level of promotion. For me, this was also a big event. Both Marsh supermarkets and Wrigley gum would become clients of mine when I went to work at Nielsen selling and marketing scanner data.
- This is me 20 pounds, I mean 20 years ago, at College Graduation. I went to school to study business but then changed my major to English Lit because I was fascinated by the art of storytelling. I still wanted to follow my career ambitions by working in the business field but felt even then that communications was the key to business success. It’s 1994 and a company named Mosaic changed it’s name to Netscape and released the first web browser. At this time, there were 1,000 connected computers in the early world wide web. In just a few short years, that number went from millions to the billions of connected devices we have today.
- Fast forward to today. And it’s content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer is…we have each become our own network hubs.
- These are my children. The oldest there in the middle is Linkedin, to the left is my other daughter Facebook. To the right is my son Twitter and my youngest is G+. Aren’t they cute. I’m so proud of them. They have literally and drastically changed my world in just a few short years.
- We’ve all asked the question, why content marketing? To set the stage, there’s been a fundamental shift in the way we as consumers consume and share content. Momentous amount of content being created, consumed and shared. An amazing amount of content, the real question is how does a brand stand apart?
- Ant that can be your brand
- For you, it’s a customer behind every one of those content interactions. We need to keep in mind there’s a person, not an undefined entity of customers.
- The secret to content marketing is that its not that hard. There are obstacles, but what we’re going to do is give you our secrets and let you know what’s worked for other brands to drive a content marketing strategy.
- The secret, content marketing is relatively simple. The buyer journey is just a series of question to be answered and we as brands have a role to play. Its simply to answer the customer questions.
- A more complex view, content marketing explained on a page. What types of different content we consume at different parts of the buyer journey. Awareness, we’re wanting to learn, get our questions answered and read thought leadership. Consideration, we want more types of content. By Preference, there’s less thought leadership and learning, and more about what makes your brand different.
- As a brand, our natural instinct is to talk about ourselves. Customers are asking questions, they want to be informed and entertained, but we can’t just do that because that’s just charity. So the way we balance is make your customers the hero of the story. Take your brand out. How do you do that? You solve their problems at every stage of the journey.
- The formal definition of content marketing. NOT advertising or PR – important About helping your customers answer those questions in the journey they’re taking Owned media – its specifically content that lives on a brand owned media.
- Core components the way we need to think. We need to think different.
- Organizationally, content is a complex problem to solve. So we teamed up with the SAP.com team, the SAP Newsroom (Global Communications) and the advertising and branding team who had been spending money every year or so building advertising landing pages that had no organic or social sharing and were discarded as each campaign ended. We built Business Innovation. Our mission was to deliver on the promise of Pull Marketing, to become a destination of business insights for early-stage buyers. We wanted to earn traffic instead of buying it. And for those visitors who came from paid advertising, we wanted to provide a learning experience that was consistent with our brand image. The hope was that they would like and share the content with their connections, thus achieving the benefits of an integrated paid, owned and earned media strategy.
- Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.