The Content Marketing Imperative - Michael Brenner, Head of Strategy, NewsCred
What Is Marketing?
Ask most people and they will tell you
that marketing is an ad, a banner or
some kind of promotion. But weren’t
there 4 “P’s” in Marketing 101?
of U.S. on the “Do Not Call” list
Of people skip TV ads
direct mail is never opened
of emails are never opened
So we support the
myth by bombarding
our audience with
messages they don’t
The average attention span of a person has
dropped from 12 seconds in 2000 to 8 seconds.
This, along with the increasing channels and formats
of information available is altering our brains.
The average attention span of a
Goldﬁsh is 9 seconds.
Goldﬁsh have longer attention spans than the
average human today.
to click on a
Banners have 99 problems and a click ain’t
one. Business Insider cheekily reported that
you are more likely to get struck by
lightning or win the lottery than see a click
on your banner.
As a whole society, we’re bored!
Bored with content we don’t want.
And this is having a dramatic impact
on certain industries like the
newspapers who have seen a dramatic
loss of nearly $50 billion in revenue
60-70% of marketing content
goes completely unused
Almost 70% of your content budget is
73% of people surveyed wouldn’t care if
the brands they use
disappeared from their life.
And your customers could care less if
you even exist.
Marketing has a marketing problem.
And it’s reﬂected in the interest of
global monthly searches over the last
But there’s hope. Seth Godin said:
“content marketing is all the marketing
that’s left” as brands struggle to meet
the needs of today’s digital consumer.
What is Marketing?
“Marketing is knowing your customer so
well that your product sells itself.”
- Peter Drucker
“Marketing is too important to be left to the
- David Packard
And that brings us to stories. From the
day we emerged from caves, we’ve
been telling stories about how to
survive and how to thrive.
But it’s not really about the information we
convey in stories, it’s about the emotional
connection those stories make.
Your customers are expecting you to care
more about them than about you. They are
expecting you to touch their hearts and
inspire their minds.
It’s not just about creating great
content, it’s about delivering great
content. And then you need to go one
step further and pour your fans a beer.
What Does SAP Do?
Interesting? Is The Customer The Hero?
SAP AG is a German multinational
s o f t w a r e c o r p o r a t i o n t h a t
makes enterprise software to manage
business operations and customer
r e l a t i o n s . H e a d q u a r t e r e d
in Walldorf, Baden-Württemberg, Germany,
with regional offices around the world, SAP
is the leader in the market of enterprise
applications in terms of software and
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
W a r e h o u s e ( S A P B W ) , S A P
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.
Almost All Our Content Addressed
“Who is SAP? / Why Should You Chose SAP?”
(@MylesBristowe and CommCreative)
We Were Not Answering Our Customers Top
99.9% of our web traﬃc from visitors
who already knew us or bought from us
Less than 0.1 % were net-new or
Less than 10 keywords generated all
the early-stage search traﬃc
How Much“Early Stage”
Search Traﬃc Do We Get?
Not Enough Early Stage Visitors:
Asking“What is Big Data?”
100,000’s of searches / month
Too Many Later Stage Visitors:
Asking“What is SAP Software”
100s of searches / month
What is a Content Strategy?
Delivering the content your audience needs,
in all the places they go (by persona, buyer stage, channel, type)
Managing content as an asset with an ROI
Thinking and acting like a publisher
(and like a business)
To Reach Our Audience
We Need To Act Like Publishers
*search engine optimization
Business Innovation Blog from SAP:
To earn our audience’s
attention by helping them grow
their business, out-perform their
competition, and advance their
To act like a publisher by
creating content people actually
want to consume.
Content Marketing Objectives:
Reach, Engagement AND Conversions
Traﬃc, engagement and leads
we would have NEVER seen!
Recognized by Fast Company, Digiday,
Content Marketing Institute, more…
NewsCred provided everything SAP
needed to scale content marketing
End-to-end software that helps brands
manage every step of the content marketing
process, from creation, discovery and
workﬂows, to distribution and analytics.
We’ve built relationships with over 4,500
publishers, giving you the ability to publish
stories from award-winning sources on topics
that resonate with your audience.
We provide custom content through
The NewsRoom, our exclusive network of
hand-selected writers, photographers,
videographers, and designers.
What do you need to create a
content marketing strategy?
1. Content is Not A Campaign–Focus on Strategy
2. Eﬀective Content Combines Brand-Created, Licensed and Syndicated
3. Focus on Quality That Scales
NewsCred is powering content for the
world’s leading brands. Come talk to us!