The Content Marketing Imperative - Michael Brenner, Head of Strategy, NewsCred

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Marketing has a marketing problem - and Content Marketing just might be the answer to fix it.

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  • I would like to disagree with your conclusions, because the facts you presented are outdated.
    Yes, your are right, most people tell you marketing is an ad. Is it relevant, what a low skilled an misinformed majory tells you. Ask an expert and he will explain you the polarity of marketing: common sense on one side - fast increasing complexity of decisionmaking.
    Yes, you are right, marketing 101 was about 4 Ps. But this concept is no longer reliable. (use instead the 4 Cs published by Ph. Kotler).
    Yes, you are right, the attention span has decreased. But down to 3 seconds.
    We don't need another tool for marketing. We need to understand and use marketing right.
    Content Marketing is one of many available tools, brought by the Game-Changer 'Digital Innovation'.
    What is needed is a new approach to Marketing. Not falling back to 'Doing it the old way - only more'.
    We need collaboration of Marketing, Sales and Customer Services.
    We need a concept how a company should cope with the change in customer Decision.
    Therefore you need MarCom-Manager, who knows a lot and thinks the right way about objectives, strategies, budget, realization and measurement. I am sure, that you provide this to your clients.
    Kind Regards

    Björn Gemmecke
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  • Really nice job Michael. Super-important, strategic ideas here. Transformation from campaigns to strategy; give content to salespeople in story form about buyer-problems to power conversations and let marketers engage around relevant use-case and problem-cause -> not product.
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The Content Marketing Imperative - Michael Brenner, Head of Strategy, NewsCred

  1. 1. 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?
  2. 2. 5,000 2/3 86% 44% 90% marketing messages per day 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 want.
  3. 3. 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.
  4. 4. The average attention span of a Goldfish is 9 seconds. (Statistic Brain) Goldfish have longer attention spans than the average human today.
  5. 5. Less likely to click on a banner than… 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.
  6. 6. As a whole society, we’re bored! Bored with content we don’t want.
  7. 7. 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 since 2000.
  8. 8. 60-70% of marketing content goes completely unused (Sirius Decisions) Almost 70% of your content budget is completely wasted
  9. 9. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. (Co.Exist) And your customers could care less if you even exist.
  10. 10. Marketing has a marketing problem. And it’s reflected in the interest of global monthly searches over the last decade
  11. 11. 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.
  12. 12. 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 marketing department.” - David Packard
  13. 13. http://lucasgalo.files.wordpress.com/2009/01/h-and-g-lg.jpg 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.
  14. 14. But it’s not really about the information we convey in stories, it’s about the emotional connection those stories make.
  15. 15. 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.
  16. 16. 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.
  17. 17. Where I Started
  18. 18. 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 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 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. (Wikipedia)
  19. 19. Almost All Our Content Addressed “Who is SAP? / Why Should You Chose SAP?” (@MylesBristowe and CommCreative)
  20. 20. We Were Not Answering Our Customers Top Questions 99.9% of our web traffic from visitors who already knew us or bought from us Less than 0.1 % were net-new or early-stage prospects Less than 10 keywords generated all the early-stage search traffic
  21. 21. 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
  22. 22. 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)
  23. 23. To Reach Our Audience We Need To Act Like Publishers *search engine optimization
  24. 24. Business Innovation Blog from SAP: 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. To act like a publisher by creating content people actually want to consume.
  25. 25. 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…
  26. 26. Software Content NewsCred provided everything SAP needed to scale content marketing
  27. 27. Enterprise Software End-to-end software that helps brands manage every step of the content marketing process, from creation, discovery and workflows, to distribution and analytics.
  28. 28. Licensed Content 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.
  29. 29. Custom Content We provide custom content through The NewsRoom, our exclusive network of hand-selected writers, photographers, videographers, and designers.
  30. 30. 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
  31. 31. NewsCred is powering content for the world’s leading brands. Come talk to us!

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