http://www.b2bmarketinginsider.com/content-marketing/create-content-converts-slides ‎ Today I will be presenting to some amazing folks at the Chicago Business Marketing Association. The topic is "How To Create Content That Converts." But here's the simple secret: You have to earn conversions! The best way to create content that converts is to start by creating content people actually want to read. You don't need a whole bunch of new resources. You just have to stop creating content that doesn't convert because no one wants to read it. Stop creating content that tries to convert and create content that people actually want. Then you can figure out the best way to convert them. In The 2014 Content Marketing Imperative, I shared some amazing statistics that show that "content marketing is like sex" (Joe Pulizzi said it, not me): Everyone is doing it. But no one is very good at it. Why? Because we are trying too hard to convert and not trying hard enough to make our buyers happy. If we focus on them and their needs, we can earn the right to convert them. You may not get it perfectly right the first time. But if you keep creating content that people want to read, then you can test and learn what works. This is the main point of my presentation today. We haven't figured it all out yet. But we're going to continue testing ways to earn our audience's attention through helpful content and how best to gain their trust. You can see the slides here and please let me know what you think in the comments below. And follow me @BrennerMichael

1. How To Create Content That Converts
Michael Brenner
SAP - VP, Marketing & Content Strategy
@BrennerMichael

2. Does Marketing = Promotion?
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3. @BrennerMichael
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4. Some Stats

5. 60% of the buyer journey is complete
before prospects reach out to vendors.
~ (CEB)
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6. 60-70% of B2B marketing
content goes unused
~ (Sirius Decisions)
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7. 10% of website’s content drives 90%
of the traffic.
~ (InboundWriter)
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8. 0.5% of a website’s content drives
more than 50% of its traffic.
~ (InboundWriter)
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9. The average attention span has dropped
from 12 seconds in 2000 to 8 seconds.
~ (Statistic Brain)
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10. The average attention span has dropped
from 12 seconds in 2000 to 8 seconds.
The average attention span of a
goldfish is 9 seconds.
~ (Statistic Brain)
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11. 93% of B2B Marketers use
content marketing.
~ (CMI / MarketingProfs)
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12. Only 42% of B2B marketers believe they
are effective with content marketing.
~ (CMI / MarketingProfs)
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13. Only 44% of B2B Marketers have a
documented content strategy.
~ (CMI / MarketingProfs)
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14. Emotional marketing messages are twice
as effective as promotional ones.
~ (CEB)
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15. Interesting content is a top reason that
people follow brands on social media
~ Content+
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16. Content marketing costs 62% less than
traditional marketing and generates
about 3 times as many leads.
~ Demand Metric
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17. Conversion rates for brands using
content marketing is 6 to 7x higher.
~ Aberdeen
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18. Context

19. @BrennerMichael

20. @BrennerMichael

21. Today we are all connected
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22. © 2013 SAP AG or an SAP affiliate company. All rights reserved.
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23. © 2013 SAP AG or an SAP affiliate company. All rights reserved.
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24. Content on the internet tripled between 2010 and 2013.
Source: GoGlobe & Qmee
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25. Social media sharing has doubled between 2011 and 2013.
Source: KPCB
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26. 73% of people surveyed wouldn’t care if the brands
they use disappeared from their life.
Source: Co.Exist
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27. @BrennerMichael
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29. Our Story

30. What Does SAP Do? (Wikipedia)
Interesting? Is The Customer The Hero Of This Story?
SAP AG is a German multinational software corporation that
makes enterprise software to manage business operations and
customer relations. Headquartered in Walldorf, BadenWürttemberg, 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
Warehouse (SAP BW), SAP 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.
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31. One Thing: Is Your Content Mapped To Buying Stage?
Source: @MylesBristowe and CommCreative
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32. Why Is Content Marketing Important?
Get Found
(SEO*)
Content
Marketing
Get Shared
(Social)
Get Leads
(Conversion)
*search engine optimization
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33. The Answer: Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesn’t Feel Like Marketing
•Created to show your unique perspective
•Curated to answer ALL your customer questions
•Syndicated to all the channels they use
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34. Source: Ann Handley
www.annhandley.com
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35. Business Innovation
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.
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@BrennerMichael
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36. Business Innovation Site Objectives
Become an authority
Drive Business Results
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
Reach Early-Stage buyers
Affinity for
the SAP
brand
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37. Business Innovation
A “Content Hub” to earn traffic instead of buying it
 NO PROMOTIONAL CONTENT
 Daily, Social, Mobile
 “Curated Authors”
 Subtle branding
 Conversions To SAP.com / Solutions
Market examples: AMEX Open Forum, Adobe CMO.com and
BCGPerspectives
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38. Infographic to Report on Goals:
Reach, Engagement AND Conversions
Traffic, engagement
and leads we would
have ve NEVER seen!
Recognized by Fast
Company, Digiday,
Content Marketing
Institute, more…
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39. Organic & Social Trending
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40. Continuously Optimizing For Conversion
Subscriptions
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Offers
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41. Most Popular Articles (10X average Pageviews)
•
Top 50 Influencers / 10 Blog Sites
•
Terms You Need To Know
•
10 Predictions for…
•
What is [Keyword]?
•
Infographics
•
Slideshares
•
Videos
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42. The Future of Content Marketing?
•
Customer-Centric
@BrennerMichael

43. The Future of Content Marketing?
•
Customer-Centric
•
More Visual, Consumable, Snackable
@BrennerMichael

44. The half-life of a piece of content
shared on top social networks is 3 hours.
Source: Bit.ly
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45. The average US adult spends 141 minutes a day using
mobile devices.
Source: Advertising Age Mobile Fact Pack, 2013
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46. @BrennerMichael
Image Source/
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47. We've created this resource to help you – whether you are a business leader, a social consumer, a
millennial employee - to help drive transformational change within your corner of the world.
Because no matter what you do, where you do it, how much experience you have or whatever
industry you serve, the future of business will be created by you.
Click here to view all 99 Facts on The Future of Business.
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48. 90% of all internet traffic in 2017 will be video.
Source: Cisco
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49. The Future of Content Marketing?
•
Customer-Centric
•
More Visual, Consumable, Snackable
•
Brand As Publisher, Newsroom
•
Brand + Publisher
@BrennerMichael

50. Business Insider: Future of Business Site Sponsorship
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51. Business Insider: Future of Business Site Sponsorship
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52. The Future of Content Marketing?
•
Customer-Centric
•
More Visual, Consumable, Snackable
•
Brand As Publisher
•
Brand + Publisher
•
Brand As Entertainer?
@BrennerMichael

53. Slides available on:
Slideshare.net/MichaelBrenner
Thank
you!
Michael Brenner
Vice President,
SAP Marketing & Content Strategy
Michael.Brenner@SAP.com
Connect with Me:
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
Marketing Blog:
B2B Marketing Insider
SAP Content Hub:
Business Innovation
Twitter:
@brennermichael