Everyone talks about Content Marketing, but how can we marketers change our mindset and start generating the content people want to share and not the annoying content people want to avoid?

1. How to think like an editor
Ad:Tech NY, November 2014
Moraima Garcia, Head of Unified Content Experience

2. Back to basics
Content Marketing or
Marketing/Communication 101:
• Care
• Listen
• Engage
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 2

3. Ask the right questions to get to the right strategy
5W of journalism… revisited
• What… do they care about?
• When… is it important for them?
• Who… do they talk to about it?
• Where … do they go to talk about it?
• Why… would they listen to you talk about it?
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 3

4. Mental health advice
• Become obsessive about your audience needs.
• Avoid narcissistic syndrome. No, your product is not the center of the universe.
• Develop your altruistic self. What can you do to help them?
• Avoid ADHD marketing syndrome (following the latest gimmick or shinny idea)
• Be brutally honest: is it boring? Is it flat? Is it confusing? No space for good
enough.
• Show NO compassion. It might be good content but if it’s not part of your
strategy kill it.
• Get help, your audience should decide what is good or not, specially if you are
not the audience.
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 4

5. Moraima Garcia
@moraimag
© 2013 SAP AG or an SAP affiliate company. All rights reserved.