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Content Marketing:
Moving From The “Why?” To the “How?”
Michael Brenner,
Senior Director, Integrated Marketing & Content Strategy
@BrennerMichael
© 2011 SAP AG. All rights reserved.   @BrennerMichael
                                                  2
© 2011 SAP AG. All rights reserved.   @BrennerMichael
                                                  3
Me, 20 pounds years ago




© 2011 SAP AG. All rights reserved.   @BrennerMichael
                                                  4
Today we are all connected




© 2011 SAP AG. All rights reserved.   @BrennerMichael
                                                  5
© 2011 SAP AG. All rights reserved.   @BrennerMichael
                                                  6
Marketing is Hard!                    Your Marketing Sucks
• Consumers are bombarded with 2,000
– 5,000 marketing messages per day

• Two-thirds of Americans have joined
the U.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’t produce even a single click
 © 2011 SAP AG. All rights reserved.             @BrennerMichael   7
@BrennerMicha
© 2011 SAP AG. All rights reserved.            8
© 2011 SAP AG. All rights reserved.   @BrennerMichael
                                                  9
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




© 2011 SAP AG. All rights reserved.           @BrennerMichael             10
What’s Wrong With Our Content? It’s Too Much Like This…




© 2011 SAP AG. All rights reserved.        @BrennerMichael
                                                      11
And Not Enough Like This…




© 2011 SAP AG. All rights reserved.   @BrennerMichael
                                                 12
How Much “Early Stage” Search Traffic Do We 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


© 2011 SAP AG. All rights reserved.                 @BrennerMichael   13
Less than 0.1% from non-product or brand-
         related keywords
              • “SAP Software” vs. “What is cloud computing?”

        Less than 10 keywords generated all the early-
         stage search
              • Those keywords all represented solutions we already
                have some brand awareness for
© 2011 SAP AG. All rights reserved.                     @BrennerMichael
                                                                   14
Why Is Content Marketing Important?




         Get Found                                   Get Shared
          (SEO*)                                      (Social)
                                      Effective
                                      Content
                                       Get Leads
                                      (Conversion)
                                                      *search engine optimization

© 2011 SAP AG. All rights reserved.                   @BrennerMichael               15
The Answer: Think And Act Like A Publisher

Content Strategy: Get the content your audience needs…
               … delivered in all the places they go
    •   For each persona
    •   For each stage of the buyer journey
    •   For all media channels
    •   Requires created, curated and syndicated content




 © 2011 SAP AG. All rights reserved.                       @BrennerMichael   16
Business Innovation (launched March 27)
Goal: To earn relationships instead of buying them
To become a destination of business innovation
insights through education and information on how
to innovate against today’s top business challenges to
gain a competitive advantage

   Deliver the content our audience wants

   Educational NOT promotional

   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 SEEN!

   Market examples: AMEX Open Forum, Adobe CMO.com, IBM InfoBoom and
    BCGPerspectives


    © 2011 SAP AG. All rights reserved.                                  @BrennerMichael   17
The Buyer Journey Starts With A Search Question . . .

                                      • What is real-time analytics?

                                      • What is cloud computing?

                                      • What is Big Data?

                                      • What are mobile solutions?

                                      • How are companies benefiting from
                                        Cloud, mobile, in-memory, analytics?

                                      • Who are the top vendors in cloud,
                                        mobile, in-memory, analytics?

                                       DO WE HAVE AN ANSWER?
© 2011 SAP AG. All rights reserved.                   @BrennerMichael   18
Some Numbers




  • Over   200 contributors from 30 feeds (75% from external sources)

  • 1000+   articles published (avg. 8 / day)

  • 268K   visits, 236K unique visitors, 395K+ pageviews, 4.1 mins per visit!

  • 100s   inbound links, 10% traffic is from social sharing

  • 15%conversion to SAP.com, more than 127 registrations, 334 clicks on
   “buy now”, call or chat.

  • Mobile             (30%), Cloud (25%), In-Memory (25%) and Analytics (20%)
© 2011 SAP AG. All rights reserved.                               @BrennerMichael   19
Most Popular Articles (10X average Pageviews)


•Top      50 Influencers
•Top      10 Blog Sites

•Terms          You Need To Know
•Myths…Busted

•10    Predictions for…

•What         is…?
•The      First Step to Success in…
•How        To Get Ahead With…



© 2011 SAP AG. All rights reserved.     @BrennerMichael   20
Key Challenges / Recommendations


1.   Audience-based content  “Social-first” content supply chain

2.   Scale  We need content / channel strategy, evangelists, curators, creators

3.   Gating  Training and Education

4.   Lack of external voices  Curation Strategy: influencers, partners, media

5.   Metrics for success  % of early stage search traffic, engagement, conversion

6.   Offers  No “master” offer strategy that have broad early-stage appeal

7.   Syndication  Need to get this content out there (ie - Outbrain)




© 2011 SAP AG. All rights reserved.                            @BrennerMichael       21
© 2011 SAP AG. All rights reserved.   22
Thank You!
                                      Email:
                                      michael.brenner@sap.com

                                      Marketing Blog:
                                      B2BMarketingInsider.com

                                      Social News Site:
                                      Business2Community.com

                                      Twitter:
                                      @brennermichael




© 2011 SAP AG. All rights reserved.                             23

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Content Marketing: Moving From the 'Why?' to the 'How?'

  • 1. Content Marketing: Moving From The “Why?” To the “How?” Michael Brenner, Senior Director, Integrated Marketing & Content Strategy @BrennerMichael
  • 2. © 2011 SAP AG. All rights reserved. @BrennerMichael 2
  • 3. © 2011 SAP AG. All rights reserved. @BrennerMichael 3
  • 4. Me, 20 pounds years ago © 2011 SAP AG. All rights reserved. @BrennerMichael 4
  • 5. Today we are all connected © 2011 SAP AG. All rights reserved. @BrennerMichael 5
  • 6. © 2011 SAP AG. All rights reserved. @BrennerMichael 6
  • 7. Marketing is Hard! Your Marketing Sucks • Consumers are bombarded with 2,000 – 5,000 marketing messages per day • Two-thirds of Americans have joined the U.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’t produce even a single click © 2011 SAP AG. All rights reserved. @BrennerMichael 7
  • 8. @BrennerMicha © 2011 SAP AG. All rights reserved. 8
  • 9. © 2011 SAP AG. All rights reserved. @BrennerMichael 9
  • 10. 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 © 2011 SAP AG. All rights reserved. @BrennerMichael 10
  • 11. What’s Wrong With Our Content? It’s Too Much Like This… © 2011 SAP AG. All rights reserved. @BrennerMichael 11
  • 12. And Not Enough Like This… © 2011 SAP AG. All rights reserved. @BrennerMichael 12
  • 13. How Much “Early Stage” Search Traffic Do We 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 © 2011 SAP AG. All rights reserved. @BrennerMichael 13
  • 14. Less than 0.1% from non-product or brand- related keywords • “SAP Software” vs. “What is cloud computing?” Less than 10 keywords generated all the early- stage search • Those keywords all represented solutions we already have some brand awareness for © 2011 SAP AG. All rights reserved. @BrennerMichael 14
  • 15. Why Is Content Marketing Important? Get Found Get Shared (SEO*) (Social) Effective Content Get Leads (Conversion) *search engine optimization © 2011 SAP AG. All rights reserved. @BrennerMichael 15
  • 16. The Answer: Think And Act Like A Publisher Content Strategy: Get the content your audience needs… … delivered in all the places they go • For each persona • For each stage of the buyer journey • For all media channels • Requires created, curated and syndicated content © 2011 SAP AG. All rights reserved. @BrennerMichael 16
  • 17. Business Innovation (launched March 27) Goal: To earn relationships instead of buying them To become a destination of business innovation insights through education and information on how to innovate against today’s top business challenges to gain a competitive advantage  Deliver the content our audience wants  Educational NOT promotional  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 SEEN!  Market examples: AMEX Open Forum, Adobe CMO.com, IBM InfoBoom and BCGPerspectives © 2011 SAP AG. All rights reserved. @BrennerMichael 17
  • 18. The Buyer Journey Starts With A Search Question . . . • What is real-time analytics? • What is cloud computing? • What is Big Data? • What are mobile solutions? • How are companies benefiting from Cloud, mobile, in-memory, analytics? • Who are the top vendors in cloud, mobile, in-memory, analytics? DO WE HAVE AN ANSWER? © 2011 SAP AG. All rights reserved. @BrennerMichael 18
  • 19. Some Numbers • Over 200 contributors from 30 feeds (75% from external sources) • 1000+ articles published (avg. 8 / day) • 268K visits, 236K unique visitors, 395K+ pageviews, 4.1 mins per visit! • 100s inbound links, 10% traffic is from social sharing • 15%conversion to SAP.com, more than 127 registrations, 334 clicks on “buy now”, call or chat. • Mobile (30%), Cloud (25%), In-Memory (25%) and Analytics (20%) © 2011 SAP AG. All rights reserved. @BrennerMichael 19
  • 20. Most Popular Articles (10X average Pageviews) •Top 50 Influencers •Top 10 Blog Sites •Terms You Need To Know •Myths…Busted •10 Predictions for… •What is…? •The First Step to Success in… •How To Get Ahead With… © 2011 SAP AG. All rights reserved. @BrennerMichael 20
  • 21. Key Challenges / Recommendations 1. Audience-based content  “Social-first” content supply chain 2. Scale  We need content / channel strategy, evangelists, curators, creators 3. Gating  Training and Education 4. Lack of external voices  Curation Strategy: influencers, partners, media 5. Metrics for success  % of early stage search traffic, engagement, conversion 6. Offers  No “master” offer strategy that have broad early-stage appeal 7. Syndication  Need to get this content out there (ie - Outbrain) © 2011 SAP AG. All rights reserved. @BrennerMichael 21
  • 22. © 2011 SAP AG. All rights reserved. 22
  • 23. Thank You! Email: michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.com Social News Site: Business2Community.com Twitter: @brennermichael © 2011 SAP AG. All rights reserved. 23

Editor's Notes

  1. At this point, technology was the enabler…
  2. But now, it’ content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer is…