“Content Marketing: How to Transform Your Organization/Culture for Content Success”


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In 2012, many brands are facing the realization that customers have become smarter than us. They are finding valuable information about our products from the web, from their peers but more importantly, not from us. Our outbound marketing tactics still make up a large majority of our marketing mix and they are rapidly becoming less effective. Our marketing employees are not equipped with the skills and experience to create marketing that meets customer needs. In this session, Michael Brenner will describe how SAP is transforming its marketing organization into a more customer focused function that is adding value across the entire business using content strategy and effective content marketing techniques.

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“Content Marketing: How to Transform Your Organization/Culture for Content Success”

  1. 1. Content Marketing: How to Transform YourOrganization/Culture for Content Success Michael Brenner SAP @BrennerMichael • #cmworld #cmworld
  2. 2. Marketing Is Hard!• Consumers are bombarded with 2,000- 5,000marketing messages per day• More than 200 Million Americans have joined theU.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 receive clicks• 90% of emails are never opened and 99.5% don’tproduce even a single click.• Buyers wait until they have completed 60% to 80%of their research before reaching out to vendors. #cmworld
  3. 3. Me, Age 3 #cmworld
  4. 4. Me, 20 Pounds Years Ago #cmworld
  5. 5. Today, We Are All Connected #cmworld
  6. 6. And You Are The News!50 years ago, Gallup released research that said delivering news is themost effective way to attract people to your business… #cmworld
  7. 7. What Is Marketing? “Business has only two functions – marketing and innovation.” ~ Milan Kundera “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself… ~ Peter F. Drucker “Marketing is too important to be left to the marketing department.” ~ David Packard #cmworld
  8. 8. We Are Boring Our Customers To Death Blah. Blah. Blah. I really wish you would stop talking about yourself! #cmworld
  9. 9. Because Our Content Does This… #cmworld
  10. 10. Not This… #cmworld
  11. 11. The Answer: Become A PublisherContent Strategy: Having the content your audience needs… … delivered in all the places they go • For each buyer journey stage • For all “personas” that influence the buying process at each stage • For all their media channels • Combo of created, curated and syndicated #cmworld
  12. 12. AMEX Open Forum• “Help Small Businesses Do More Business”• All original content • articles, blogs, research, surveys, contests• Community / connections • Find an expert• White labeled services • SEO, Creative, (new) BusinessApps• Heavily branded / CTA “Apply For A Card”• Personalization• 1M visitors per months• “Largest source of new card members” #cmworld
  13. 13. Meets Buyers Where They Are Source: http://news.cnet.com/8301-1023_3-57443686-93/mary-meeker-unveils-kpcbs-internet-trends-for-2012/ #cmworld
  14. 14. Do You Have A Plan For Mobile? #cmworld
  15. 15. Content Marketing Measures of Success1. % of search traffic from non-branded keywords – Measures how well you capture early stage buyers / influencers – Create content that helps your buyers (take you out of the story)2. % of leads from inbound sources – Web, Search and Social3. % of Early-Stage Content4. “Return on Interesting” – 13 Measures of website, social and community health #cmworld
  16. 16. How Much “Early Stage” Search Traffic DoWe 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 #cmworld
  17. 17. How Much “Early Stage” Search Traffic Do We Get? 3 in 10,000 visits• Less than 0.1% from non-product or brand-related keywords• Less than 10 keywords generated all the early-stage search #cmworld
  18. 18. Business Innovation from SAP To earn relationships not buy them Launched March 27, 2012 Delivering content our audience wants Educational NOT promotional or gated 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 received! Please visit the site: http://blogs.sap.com/innovation/ #cmworld
  19. 19. Steps To Sell In Content Strategy1. The World Has Changed2. Your Marketing Sucks3. You Are Boring Your Customers To Death4. Are You Attracting Early-Stage Buyers5. Get A Mobile Plan6. Pilot A Content Marketing Destination7. Become a Publisher #cmworld
  20. 20. Thank You! Email: michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.com Social News Site: Business2Community.com Twitter: @brennermichael #cmworld