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PUBLIC
Ginger Shimp
August 24, 2017
Digital Summit Philadelphia 2017
The Care and Feeding of the Content
Engine
2PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Digital Transformation has changed the way we market
3PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Content must appeal across the spectrum
Advisor
Key
Influencer
Decision
Maker
Digital
Learner
Visual
Reading
/ Writing
AuditoryKines-
thetic
Interper-
sonal
4PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
The Buyer’s Journey for an individual is linear
Awareness
Stage
Consideration
Stage
Conversion
Stage
eGuides
eBooks
White Papers
Editorial Content
Analyst Reports
Webcasts
Solution Comparison
White Papers
Expert/Editorial
eGuides
Podcast
Video
Vendor/Product
Comparisons
Case Studies
Trial/Software
Downloads
Virtual Tradeshows
Product
Literature
5PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
The Buyer’s Journey for many is hyperlinked
6PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Start content creation at the end …
7PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Tell a story
8PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Appeal to visual learners
9PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Take your proposal to the decision makers.
10PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Video White Papers bring your paper to life
11PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Video helps you tell a story
12PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Podcasts appeal to auditory learners
13PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
With web events, go big or go home.
14PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
An assessment encourages interaction
15PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
eBooks give your content extended life
It’s all about innovation …
17PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Begin with anchor content, build from there
18PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Tips and Tricks
 Interview your SME via telephone
 Include your writer
 Record the call
 Get a transcript
 Record Podcasts
 www.Zoom.com
 www.Bluejeans.com
 www.Skype.com
 Whitepapers and other Research
 www.23K.com
 www.futurum.xyz
 Corporate Video Creation
 www.crosslanddesigns.com
 Video Hosting
 www.Brightcove.com
 Short Videos
 iMovie
 Videolicious
 Run a sales contest to upload “Man On
The Street” customer testimonials
19PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Resources
 Writers
 www.WriterAccess.com
 Local university
 Local newspaper
 Transcripts
 www.Rev.com
 Video WhitePapers
 www.ON24.com
 Web Documentaries
 www.23K.com
 www.ColumnFiveMedia.com
 Record Podcasts
 www.Zoom.com
 www.Bluejeans.com
 www.Skype.com
 Video Creation
 www.crosslanddesigns.com
 Video Hosting
 www.Brightcove.com
 Whitepapers and other Research
 www.23K.com
 www.futurum.xyz
Thank you.
Ginger Shimp
Senior Marketing Director
SAP AMERICAS
3999 West Chester Pike
Newtown Square, PA 19073
814 / 350-0019
ginger.shimp@sap.com
Join me online: Twitter | LinkedIn

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Ginger Shimp - The Care and Feeding of the Content Engine

  • 1. PUBLIC Ginger Shimp August 24, 2017 Digital Summit Philadelphia 2017 The Care and Feeding of the Content Engine
  • 2. 2PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Digital Transformation has changed the way we market
  • 3. 3PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Content must appeal across the spectrum Advisor Key Influencer Decision Maker Digital Learner Visual Reading / Writing AuditoryKines- thetic Interper- sonal
  • 4. 4PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ The Buyer’s Journey for an individual is linear Awareness Stage Consideration Stage Conversion Stage eGuides eBooks White Papers Editorial Content Analyst Reports Webcasts Solution Comparison White Papers Expert/Editorial eGuides Podcast Video Vendor/Product Comparisons Case Studies Trial/Software Downloads Virtual Tradeshows Product Literature
  • 5. 5PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ The Buyer’s Journey for many is hyperlinked
  • 6. 6PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Start content creation at the end …
  • 7. 7PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Tell a story
  • 8. 8PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Appeal to visual learners
  • 9. 9PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Take your proposal to the decision makers.
  • 10. 10PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Video White Papers bring your paper to life
  • 11. 11PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Video helps you tell a story
  • 12. 12PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Podcasts appeal to auditory learners
  • 13. 13PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ With web events, go big or go home.
  • 14. 14PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ An assessment encourages interaction
  • 15. 15PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ eBooks give your content extended life
  • 16. It’s all about innovation …
  • 17. 17PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Begin with anchor content, build from there
  • 18. 18PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Tips and Tricks  Interview your SME via telephone  Include your writer  Record the call  Get a transcript  Record Podcasts  www.Zoom.com  www.Bluejeans.com  www.Skype.com  Whitepapers and other Research  www.23K.com  www.futurum.xyz  Corporate Video Creation  www.crosslanddesigns.com  Video Hosting  www.Brightcove.com  Short Videos  iMovie  Videolicious  Run a sales contest to upload “Man On The Street” customer testimonials
  • 19. 19PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Resources  Writers  www.WriterAccess.com  Local university  Local newspaper  Transcripts  www.Rev.com  Video WhitePapers  www.ON24.com  Web Documentaries  www.23K.com  www.ColumnFiveMedia.com  Record Podcasts  www.Zoom.com  www.Bluejeans.com  www.Skype.com  Video Creation  www.crosslanddesigns.com  Video Hosting  www.Brightcove.com  Whitepapers and other Research  www.23K.com  www.futurum.xyz
  • 20. Thank you. Ginger Shimp Senior Marketing Director SAP AMERICAS 3999 West Chester Pike Newtown Square, PA 19073 814 / 350-0019 ginger.shimp@sap.com Join me online: Twitter | LinkedIn