How And Why To Create Your Content Marketing Hub

Content Marketing: Why & How To Build Your Content Hub Michael Brenner Vice President Marketing & Content Strategy @SAP @BrennerMichael

My Story (Briefly)

© 2013 SAP AG. All rights reserved. 10@BrennerMichael What is Marketing? “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself… ~Milan Kundera … The aim of marketing is to make selling superfluous.” ~ Peter F. Drucker “Marketing is too important to be left to the marketing department.” ~ David Packard

Consumers are bombarded with 5,000 marketing messages per day

2/3 of US on the “Do Not Call” list

86% of people skip television ads

44% of direct mail is never opened

99.9% of banners never clicked

90% of emails are never opened and 99.5% don’t get a single click

Our Story

© 2013 SAP AG. All rights reserved. 24@BrennerMichael 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 (like a business)

© 2013 SAP AG. All rights reserved. 25@BrennerMichael Social Media (Get Shared) Lead Generation (Get Leads) Search Engine Optimization (Get Found) STORYTELLING Why Is Content Marketing Important? From: Joe Pulizzi, Content Marketing Institute

© 2013 SAP AG. All rights reserved. 26@BrennerMichael The buyer journey starts with a search . . . Customer Questions: • What is real-time analytics? • What is cloud computing? • What is Big Data? • What are mobile solutions? • How are companies benefiting from … ? • Who are the top vendors in … ? 3000 X -2 X 1000 X 17 X 28 X 40 X -2 X 7 X 24 X 13 X

© 2013 SAP AG. All rights reserved. 27@BrennerMichael How Much “Early Stage” Search Traffic Do We Get? Later Stage Visitor: Asks “SAP Software” • 100s of searches / mo Early Stage Visitor: Asks “What is Big Data?” 100,000’s of searches / month

© 2013 SAP AG. All rights reserved. 28@BrennerMichael •99.9% of our web traffic from visitors who already know 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 We Were Not Answering Our Customers Top Questions

© 2013 SAP AG. All rights reserved. 29@BrennerMichael Business Innovation (launched March 27, 2012) A “Content Hub” to earn traffic instead of buying it  Design: “Subtly” Branded  Target: Business Execs+  Stage: Early- to Mid-stage  Editorial: Keyword-driven  Content: No Budget 100s of authors (“Author Curation”) ~50% external  CTA: Subscribe, Offers, Explore  Market examples: AMEX Open Forum, CMO.com, BCGPerspectives, AT&T Networking Exchange

© 2013 SAP AG. All rights reserved. 30@BrennerMichael Created a Business Innovation “Editorial Board” • Marketing Program / Campaigns • Solution Marketing / Product Management • Customer References • Thought Leadership / “Corporate Story” (About Us) • Global Communications and Local PR • Value Engineering • Competitive Marketing Intelligence / Market Research • Partner / Channels • Regional Marketing • Internal Bloggers • External Influencers

© 2013 SAP AG. All rights reserved. 31@BrennerMichael Other People’s Content (OPC) - Content Curation • Google Alerts for topics • Research Reports • Studies • Whitepapers • From any source: • Analysts • Competitors • Consultants • Assign to “volunteers” • ALWAYS attribute source!

© 2013 SAP AG. All rights reserved. 32@BrennerMichael • Traffic, connections and leads we would’ve NEVER seen • 2000+ articles published (1+ / topic, 12-15 / day) • 100s inbound links, up to • 50% traffic from Social, Search and Direct • 83% search terms are Non- branded or product terms • 100s of Registrations, Chats, Calls, visits to Store and solution pages on SAP.com Created An Infographic to Report on Goals: Reach, Engagement AND Conversions

© 2013 SAP AG. All rights reserved. 34@BrennerMichael Most Popular Articles (10X average Pageviews) •Top 50 Influencers for each topic •Top 10 Blog Sites for each topic •Terms You Need To Know •Myths…Busted •10 Predictions for… •What is…? •The First Step to Success in… •How To Get Ahead With…

© 2013 SAP AG. All rights reserved. 35@BrennerMichael Business Innovation From SAP: What’s Next? Help Our Customers Tell Their Stories • Adding “Our Stories” • Dynamic Homepage experience! • More visual (more $$$) • Focus on Subscribers • Curated, native, FULL LENGTH content licensed from 3rd Parties

Our Content Ecosystem

© 2013 SAP AG. All rights reserved. 37@BrennerMichael Activating SAP Employees: Where to blog? Business Innovation, Forbes, “SAP Community Network” Where million of engaged professionals discuss the intersection of IT and business strategy. http://scn.sap.com/community/business-trends Connecting SAP thought leaders to the business leaders on Forbes.. http://blogs.forbes.com/sap/ Earning an engaged audience by answering customer questions to help them innovate and grow. http://blogs.sap.com/innovation/

© 2013 SAP AG. All rights reserved. 39@BrennerMichael A Content Hub Run Like a Business PAID Converged EARNED Awareness Ads Demand Gen extensions: E-mail, digital assets, mailers Paid social promotion: Via Twitter, Linked-In, Facebook, YouTube Life Business Innovation SAP.com: Sales Demo Tools Events Social Communities: - Twitter, Linked, facebook, G+ PR: Content promoted and showcased via Press Releases and PR initiatives Publish stories OWNED

Thank you! Michael Brenner Vice President, SAP Marketing & Content Strategy Michael.Brenner@SAP.com Connect with Me: Slides available on: Slideshare.net/MichaelBrenner Marketing Blog: B2B Marketing Insider SAP Content Hub: Business Innovation Twitter: @brennermichael

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