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How To Create Content People Want

May. 26, 2015
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Marketing

I really enjoyed presenting "How To Create Content That People Actually Want" because so much of the content we create is wanted by no one. Promotion. Propaganda. Tech Sheets. Brochures. Talking head videos.

http://www.b2bmarketinginsider.com/content-marketing/how-to-make-content-real-good-slides

I like challenging marketing and communications people to dream bigger, to create content people might even love to consumer and content they love to create. I enjoy showing them examples of how to do it.

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How To Create Content People Want

  1. Michael Brenner NewsCred – Head of Strategy @BrennerMichael How To Create Content People Actually Want
  2. Just 3 Things . . . The world has changed. Most content stinks. Attract people through stories they love.
  3. Me, 20 pounds years ago
  4. Today we are all connected
  5. @BrennerMichael
  6. 4.75 billion piece of content are shared 1.8 billion photos are uploaded and shared 500 million tweets are posted 700 million snapchats are sent Every single day…
  7. What is going on?
  8. 5,000 78% 94% 44% 90% marketing messages per day “Do Not Call” list skip TV ads direct mail never opened of emails never opened
  9. We tune out the noise.
  10. Less likely to click on a banner than…
  11. 60-70% of marketing content goes completely unused(Sirius Decisions)
  12. Behind every piece of bad content is an executive who asked for it. TWEET THIS!
  13. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. (Co.Exist)
  14. 1
  15. The average attention span of a person has dropped from 12 seconds in 2000 to 8 seconds. The average attention span of a goldfish is 9 seconds. ~ (Statistic Brain)
  16. The half-life of a piece of content shared on top social networks is 3 hours. (Half-life: amount of time for content to reach 50% of the clicks it will ever receive). Source: Bit.ly
  17. Content today must compete with pictures of babies and kittens.
  18. 23© 2014 SAP AG or an SAP affiliate company. All rights reserved. of millennials said that a compelling advertisement would make them trust a brand more. 1% *Forbes/Elite Daily study, Jan. 2015.
  19. 24© 2014 SAP AG or an SAP affiliate company. All rights reserved.
  20. 26© 2014 SAP AG or an SAP affiliate company. All rights reserved.
  21. Behind every tweet, share, and purchase is a person, like you and me.
  22. 2
  23. “The customer journey is nothing more than a series of questions that must be answered. ”
  24. Reach and Engage the Right People Early-stage Searches Middle-stage Brand Searches Search/SocialVolume What is Content Marketing? (10-3000 X) Who is the best Content Marketing provider? (2-10 X) NewsCred Content Marketing software is how awesome?
  25. Ann Handley: “Take your brand out of the story. . . . . .Make your customers the hero.” Business Instinct Content Marketing What Businesses Produce What Customers Want CharityEmpathy
  26. “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” -Content Marketing Institute • Not advertising or PR • It is continuous • Customer, not brand-focused • Seeks to answer customer questions across the buyer journey • Owned media = An Asset for your business with LTV and ROI Content Marketing Defined
  27. Don’t build your house on rented land. Publish on your own Content Hub.
  28. The Promise of Content Marketing: To earn your audience . . . . . . versus buying it!
  29. “We need to stop interrupting what people are interested in and be what people are interested in. - CRAIG DAVIS - ”
  30. How brands can become consumed with their story, not their customers. Unique Point of View Trap
  31. 3
  32. If you give a good idea to a mediocre team, they will screw it up. If you give a mediocre idea to a brilliant team, they will either fix it or throw it away and come up with something better. ” “
  33. Brands need to take the phrase ‘acting like a publisher’ literally. ” “ Dietrich Mateschitz Founder + CEO, Red Bull
  34. Old way Brand-led Ad campaigns Demographics New way Customer-driven Continuous content People Marketers are taking a new approach.
  35. The Future of Content Marketing is INFORMATIVE
  36. SAP Case Study
  37. Understand the Buyer Journey IDC: “The buyer journey is nothing more than a series of questions that must be answered.” Cluster Brand? Total Monthly Searches (est.) Analytics Brand 458 3000xAnalytics Non-Brand 1,520,761 Cloud Brand 398 1000xCloud Non-Brand 578,460 Data Brand 28,884 17xData Non-Brand 470,967 Mobility Brand 12,488 28xMobility Non-Brand 345,598 BI Brand 532,486 -2xBI Non-Brand 277,156 CRM/Sales Brand 156,028 40xCRM/Sales Non-Brand 6,313,329 ERP Brand 777,092 -2xERP Non-Brand 324,595 HCM Brand 55,536 7xHCM Non-Brand 379,954 Accounting. Finance Brand 30,497 24xAccounting. Finance Non-Brand 720,493 TOTAL Brand 1,688,883 13xTOTAL Non-Brand 13,616,715
  38. • 1 in 10,000 visitors used “early- stage” search terms • Less than 0.1% were net-new or early-stage prospects Not answering top customers’ questions…
  39. Business Innovation (launched March 27, 2012) A“Content Hub”to earn trafficinsteadof buying it http://blogs.sap.com/innovation “SAP Business Innovation’s mission is to help executives develop a deeper understanding of the trends affecting the future of business through fact-based executive research, supplemented by the latest thinking from expert bloggers.”
  40. The Future of Content Marketing is PROVEN ROI
  41. Content Marketing ROI is 4X our traditional marketing spend. ” “ Julie Fleischer Sr. Director, Kraft Foods
  42. We shifted investment from advertising to content marketing so we could shout louder than we spend. Beth Comstock CMO, GE ” “
  43. The Future of Content Marketing is VISUAL
  44. 5
  45. The Future of Content Marketing is FUN
  46. 5
  47. The Future of Content Marketing is FUNNY
  48. Kmart 2014
  49. The Future of Content Marketing is ENTERTAINING
  50. Examples of Brand Entertainment
  51. Great Content Marketing Examples
  52. AMEX OpenForum Mission: Help Small Businesses Do More Business. Approach: Publish every day, authoritative voices, community = Outcome: The largest source of inbound leads.
  53. BufferApp Blog Lesson for Brands: Think bigger than yourself and what you sell. Help people with their biggest problems and you will earn their attention.
  54. Cleveland Clinic success with content marketing • #2 most visited hospital website • More than $204 million in annual revenue • #1 most visited hospital blog with 2.5+ million visits per month • 15+ email newsletters with a combined distribution of 250k *Source: Content Marketing Institute
  55. “Our overall strategy is really around content that helps people anywhere in the world, whether they're our patients or not. Our strategy is to write not just about clinical conditions and treating people when they're sick, but also around preventative medicine. We want to show we're there for you, even in those times. We want to be useful, helpful and relevant every day.” - Amanda Todorovich, Manager of Digital Engagement, Cleveland Clinic Cleveland Clinic’s Goal for Content Strategy
  56. Mayo Clinic uses human and emotional storytelling
  57. Red Bull's Red Bulletin “Turning brand love into can love.” Lessons for Brands: • Take the buzz phrase "act like a publisher" literally. • Divert paid media dollars to earned and owned value • Build in-house production resources
  58. What is the ideal length of blogs, articles, tweets, and more?
  59. Source: FastCo
  60. How to rank for SEO? Volume Number of posts on the topic Value The best answer on the internet Variety Text, images, video, slides
  61. Get the most out of your content by recycling it into different formats Start by creating an eBook Read the eBook aloud and make it an audio book Interview a customer for a quote in the eBook and put that up as a video Take the audio from the video and make a podcast Create a presentation from the eBook with highlights
  62. Distribution Recommendations • Interact with people • 4-1-1 Rule: 4 of your posts, 1 influencer post, 1 publisher post • Follow and mention influencers, publishers, authors in each topic • Help your authors build social presence • Test paid distribution with LinkedIn and Outbrain • Measure engaged visitors from paid vs. organic visitors Your Content Influencer Publisher
  63. 3 Tips For Killer Content: 1. Write for real people. 2. Be the best answer on the internet. 3. Keep it real. Maybe even funny.
  64. Youraudiencewantsstories. Willyougiveittothem? @BrennerMichael

Editor's Notes

  • This is me at age 3. It’s 1974 and the ways that marketers used to reach their buyers was relatively simple. TV, radio, print, billboards. With the right Madison avenue agency and a decent size budget, any brand could reach their audience. But in 1974 something really important happened. The first barcode was scanned at a Marsh supermarket in Troy Ohio. It was a pak of Wrigley Juicy Fruit gum. In many ways, this started the beginning of the information age when brands could begin to understand the 4Ps: which place their products sold at what price and on what level of promotion. For me, this was also a big event. Both Marsh supermarkets and Wrigley gum would become clients of mine when I went to work at Nielsen selling and marketing scanner data.
  • This is me 20 pounds, I mean 20 years ago, at College Graduation. I went to school to study business but then changed my major to English Lit because I was fascinated by the art of storytelling. I still wanted to follow my career ambitions by working in the business field but felt even then that communications was the key to business success. It’s 1994 and a company named Mosaic changed it’s name to Netscape and released the first web browser. At this time, there were 1,000 connected computers in the early world wide web. In just a few short years, that number went from millions to the billions of connected devices we have today.
  • Fast forward to today. And it’s content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer is…we have each become our own network hubs.
  • These are my children. The oldest there in the middle is Linkedin, to the left is my other daughter Facebook. To the right is my son Twitter and my youngest is G+. Aren’t they cute. I’m so proud of them. They have literally and drastically changed my world in just a few short years.
  • We’ve all asked the question, why content marketing?

    To set the stage, there’s been a fundamental shift in the way we as consumers consume and share content. Momentous amount of content being created, consumed and shared. An amazing amount of content, the real question is how does a brand stand apart?
  • Ant that can be your brand
  • Ant that can be your brand
  • For you, it’s a customer behind every one of those content interactions. We need to keep in mind there’s a person, not an undefined entity of customers.
  • The secret to content marketing is that its not that hard. There are obstacles, but what we’re going to do is give you our secrets and let you know what’s worked for other brands to drive a content marketing strategy.
  • The secret, content marketing is relatively simple. The buyer journey is just a series of question to be answered and we as brands have a role to play. Its simply to answer the customer questions.
  • As a brand, our natural instinct is to talk about ourselves. Customers are asking questions, they want to be informed and entertained, but we can’t just do that because that’s just charity.

    So the way we balance is make your customers the hero of the story.

    Take your brand out. How do you do that? You solve their problems at every stage of the journey.
  • The formal definition of content marketing.

    NOT advertising or PR – important

    About helping your customers answer those questions in the journey they’re taking

    Owned media – its specifically content that lives on a brand owned media.
  • Core components the way we need to think. We need to think different.
  • So we started with research. We looked at the differences in search engine traffic between thought leadership search terms like “Big Data” versus SAP product terms like “HANA.” Not surpirisingly, we found that there were many magnitudes more search queries across nearly every one of our categories. The only exception being in ERP and Business Intelligence, wehere SAP and Business Objects have strong brand affinity for those solutions.
    ----- Meeting Notes (10/13/14 15:01) -----
    This would be a really useful exercise for Content Loop.
  • Then we looked at how much traffic SAP.com received from these non-branded searches. What we found was shocking! 99.9% of our traffic came from branded search terms. Or those prospects who are alreasy very late in the buying process. These are visitors who already know who we are and what we sell. But our portfolio had changed drastically. We needed to reach early-stage buyers in our newer solution categories.
  • Organizationally, content is a complex problem to solve. So we teamed up with the SAP.com team, the SAP Newsroom (Global Communications) and the advertising and branding team who had been spending money every year or so building advertising landing pages that had no organic or social sharing and were discarded as each campaign ended. We built Business Innovation. Our mission was to deliver on the promise of Pull Marketing, to become a destination of business insights for early-stage buyers. We wanted to earn traffic instead of buying it. And for those visitors who came from paid advertising, we wanted to provide a learning experience that was consistent with our brand image. The hope was that they would like and share the content with their connections, thus achieving the benefits of an integrated paid, owned and earned media strategy.
  • Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.


  • Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.


  • Make sure your social accounts demonstrate interaction. You want to interact with who you’re trying to reach. How many of your own posts you’re going to share? Or sharing other people’s content and influencers.

    You’ll see your social channels will grow. You want to help your authors and contributors as much as you can.

    You want to think of this as a mix of what you’re doing.

    • ×