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Content Marketing: Get Trained Up!

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We all create content.

But most of it is simply awful.

No one wants to call someone's (content) baby ugly...

This is not just about marketing. This is relevant for all business professionals who write emails, create PowerPoint slides and leave voice mails (And that's all of us).

Inspired by Hubspot's Inbound Marketing training, Joe Pulizzi's CMI presentations and my own views, this training seeks to create a world where no babies are ugly - where all our content is interesting...

Published in: Technology, Business
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Content Marketing: Get Trained Up!

  1. 6 Steps to Great ContentHow to Raise the Interest of Your Audience Michael Brenner Senior Director Integrated Marketing and Content Strategy SAP
  2. InspirationsMy Post 6 Steps To Great ContentJoe Pulizzi’s Good To Great Content MarketingHubspot’s Crush Your Competition With Inbound Marketing© 2011 SAP AG. All rights reserved. 2
  3. We all create content . . . . . . and most of it is simply AWFUL.© 2011 SAP AG. All rights reserved. 3
  4. The buyer journey starts with a search . . . • What is real-time analytics?Search volume • What is cloud computing?of early stage • What is Big Data?keywords is 13X • What are mobile solutions?that of branded • How are companies benefiting fromterms.* Cloud, mobile, in-memory, analytics? • Who are the top vendors in cloud, mobile, in-memory, analytics?* Average for Enterprise Software categories. Resultsmay vary for different categories. Some #ENSW sub-categories see much higher multiples. DO WE HAVE AN ANSWER?© 2011 SAP AG. All rights reserved. 4
  5. Content used to be easy . . . Today, YOU are the news!50 years ago, Gallup released research that said delivering newsis the most effective way to attract people to your business…© 2011 SAP AG. All rights reserved. 5
  6. Why is most content so boring and AWFUL?© 2011 SAP AG. All rights reserved. 6
  7. Because most content does this…© 2011 SAP AG. All rights reserved. 7
  8. Good content is emotive, helpful, entertaining…© 2011 SAP AG. All rights reserved. 8
  9. The Challenge: Become Like a PublisherHave the content our audience needs . . . . . . distributed in the channels they use.Created, Curated and Syndicated content to create conversations• For each buyer journey stage• For all “personas” that influence the buying process at each stage• For all their media channelsIs the content you produce, deliver or use focus on the audience? © 2011 SAP AG. All rights reserved. 9
  10. My View on Joe’s 6 Characteristics…© 2011 SAP AG. All rights reserved. 10
  11. 6 Steps To Content That Isn’t Boring1.platform or content destination Have a focused mission,© 2011 SAP AG. All rights reserved. 11
  12. Business Innovation from SAP (launched 27 March)To become a destination of business innovation insights ... through educationand information on how companies can Run Better though innovation. © 2011 SAP AG. All rights reserved. 12
  13. Business Innovation from SAP What makes it different?1. No selling / promotional content2. Mix of Traditional and Dynamic content  3rd Party Analyst whitepapers  Blog “conversations”  News feeds from trusted sources3. Social sharing prominent4. Subtle branding and “call to action” to explore SAP5. Landing Page for SAP’s new EN: blogs.sap.com/innovation Advertising campaign DE: blogs.sap.com/germany (launching in 2 weeks) © 2011 SAP AG. All rights reserved. 13
  14. 6 Steps To Content That Isn’t Boring2.or media markets Opening up new content© 2011 SAP AG. All rights reserved. 14
  15. 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• 1.5M visitors per months• “Largest source of new card members”© 2011 SAP AG. All rights reserved. 15
  16. 6 Steps To Content That Isn’t Boring3. Chief Storyteller© 2011 SAP AG. All rights reserved. 16
  17. The role of storytelling (my take) Get Found Get Shared (SEO*) (Social) STORYTELLING Get Leads (Conversion) *search engine optimization© 2011 SAP AG. All rights reserved. 17
  18. Bad time for print media. Good time for journalists! • Content strategy is much more than marketing. • It reaches across all areas of the business. • It requires support from customers, partners, employee-experts • Seeks content that gets shared, created and enhanced by readers • example: Julie Roehm, SAP, SVP, Customer Storyteller • example: Bob Evans, SAP (former Chief Editor, InformationWeek)© 2011 SAP AG. All rights reserved. 18
  19. 6 Steps To Content That Isn’t Boring4.content creation Leveraging employees in© 2011 SAP AG. All rights reserved. 19
  20. SAP Forbes AdVoice© 2011 SAP AG. All rights reserved. 20
  21. The Rise of The Employee Evangelist© 2011 SAP AG. All rights reserved. 21
  22. 6 Steps To Content That Isn’t Boring5.from the story Removing the brand© 2011 SAP AG. All rights reserved. 22
  23. Example: Adobe’s CMO.com•News, research, blogs, articles andcommentary•Targeting CMOs•Very subtle branding•Limited personalization© 2011 SAP AG. All rights reserved. 23
  24. 6 Steps To Content That Isn’t Boring6.© 2011 SAP AG. All rights reserved. Build Community 24
  25. Example:The SAP Community Network: 2.5 Million Members© 2011 SAP AG. All rights reserved. 25
  26. Community: The only way to achieve scale 1,200,000 30,000 230+ unique individual visitors each month new members per month Countries & territories3,000+discussion posts per day 9,200 active bloggers 375+ discussion topics 272,000 9,300,000 345 total messages blogs per month total contributors © 2011 SAP AG. All rights reserved. 26
  27. So . . . What Can You Do?1. Get Social2. Start Blogging© 2011 SAP AG. All rights reserved. 27
  28. The Personal Brand Continuum –We all have a story to tell!B2B Marketing Insider is dedicated to sharing marketing tips Timo Elliott is a 20-year veteran of SAP His popular Businessthat drive real results like sales, leads, and higher customer Analytics blog tracks innovation in analytics and social media,loyalty, focusing on topics such as lead generation, search including topics such as augmented corporate reality, collaborativemarketing, online media, and social strategies. decision-making, and social network analysis. © 2011 SAP AG. All rights reserved. 28
  29. Tips for personal branding success• Define audience and set objectives • Why are you talking? • Who are you talking to? • What’s in it for them / you?• Build it in to every day • Scan, filter, read, connect, write, respond • Social media success = minutes per day • Have a goal: 2 blogs per week Tues / Thursday• Build relationships of mutual benefit • Retweet me, I might ReTweet you!• The new content rules • If it isn’t a keyword, no one cares • Titles matter • Bullets help • Tell stories: Hero, a quest, a journey, an obstacle and a resolution © 2011 SAP AG. All rights reserved. 29
  30. Thank You for Your Attention! Email: michael.brenner@sap.com My Blog: B2B Marketing Insider SAP: Business Innovation Social News: Business 2 Community Twitter: @brennermichael© 2011 SAP AG. All rights reserved. 30

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