SlideShare a Scribd company logo
Michael Brenner
NewsCred – Head of Strategy
@BrennerMichael
How To Create Content People
Actually Want
Just 3 Things . . .
The world has changed.
Most content stinks.
Attract people through stories they love.
Me, 20 pounds years ago
Today we are all connected
@BrennerMichael
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…
What is going on?
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
We tune
out the noise.
Less likely
to click on a
banner than…
60-70% of marketing content
goes completely unused(Sirius Decisions)
Behind every piece
of bad content
is an executive
who asked for it.
TWEET THIS!
73% of people surveyed wouldn’t care if the
brands they use
disappeared from their life.
(Co.Exist)
1
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)
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
Content today must
compete with pictures of
babies and kittens.
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.
24© 2014 SAP AG or an SAP affiliate company. All rights reserved.
26© 2014 SAP AG or an SAP affiliate company. All rights reserved.
Behind every tweet, share,
and purchase is a person,
like you and me.
2
“The customer journey is nothing more
than a series of questions that must be
answered.
”
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?
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
“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
Don’t build your house on rented
land.
Publish on your own Content Hub.
The Promise of Content Marketing:
To earn your audience . . .
. . . versus
buying it!
“We need to stop interrupting what
people are interested in and be what
people are interested in.
- CRAIG DAVIS -
”
How brands can become consumed with their
story, not their customers.
Unique Point of View Trap
3
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.
”
“
Brands need to take the phrase
‘acting like a publisher’ literally.
”
“
Dietrich Mateschitz
Founder + CEO, Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach.
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
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
• 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…
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.”
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend.
”
“
Julie Fleischer
Sr. Director, Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend.
Beth Comstock
CMO, GE
”
“
The Future of Content Marketing is
VISUAL
5
The Future of Content Marketing is
FUN
5
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission: Help Small Businesses Do
More Business.
Approach: Publish every day,
authoritative voices, community =
Outcome: The largest source of
inbound leads.
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.
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
“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
Mayo Clinic uses human and emotional storytelling
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
What is the ideal length of blogs,
articles, tweets, and more?
Source: FastCo
How to rank for SEO?
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text, images,
video, slides
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
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
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.
Youraudiencewantsstories.
Willyougiveittothem?
@BrennerMichael

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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.
  • 3. Just 3 Things . . . The world has changed. Most content stinks. Attract people through stories they love.
  • 4.
  • 5. Me, 20 pounds years ago
  • 6. Today we are all connected
  • 8. 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…
  • 10. 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
  • 11. We tune out the noise.
  • 12. Less likely to click on a banner than…
  • 13.
  • 14.
  • 15. 60-70% of marketing content goes completely unused(Sirius Decisions)
  • 16.
  • 17. Behind every piece of bad content is an executive who asked for it. TWEET THIS!
  • 18. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. (Co.Exist)
  • 19. 1
  • 20. 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)
  • 21. 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
  • 22. Content today must compete with pictures of babies and kittens.
  • 23. 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.
  • 24. 24© 2014 SAP AG or an SAP affiliate company. All rights reserved.
  • 25.
  • 26. 26© 2014 SAP AG or an SAP affiliate company. All rights reserved.
  • 27. Behind every tweet, share, and purchase is a person, like you and me.
  • 28. 2
  • 29. “The customer journey is nothing more than a series of questions that must be answered. ”
  • 30. 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?
  • 31. 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
  • 32. “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
  • 33. Don’t build your house on rented land. Publish on your own Content Hub.
  • 34.
  • 35. The Promise of Content Marketing: To earn your audience . . . . . . versus buying it!
  • 36. “We need to stop interrupting what people are interested in and be what people are interested in. - CRAIG DAVIS - ”
  • 37. How brands can become consumed with their story, not their customers. Unique Point of View Trap
  • 38. 3
  • 39.
  • 40. 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. ” “
  • 41.
  • 42. Brands need to take the phrase ‘acting like a publisher’ literally. ” “ Dietrich Mateschitz Founder + CEO, Red Bull
  • 43. Old way Brand-led Ad campaigns Demographics New way Customer-driven Continuous content People Marketers are taking a new approach.
  • 44. The Future of Content Marketing is INFORMATIVE
  • 46. 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
  • 47. • 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…
  • 48. 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.”
  • 49. The Future of Content Marketing is PROVEN ROI
  • 50. Content Marketing ROI is 4X our traditional marketing spend. ” “ Julie Fleischer Sr. Director, Kraft Foods
  • 51. We shifted investment from advertising to content marketing so we could shout louder than we spend. Beth Comstock CMO, GE ” “
  • 52. The Future of Content Marketing is VISUAL
  • 53. 5
  • 54.
  • 55. The Future of Content Marketing is FUN
  • 56. 5
  • 57. The Future of Content Marketing is FUNNY
  • 58.
  • 60. The Future of Content Marketing is ENTERTAINING
  • 61. Examples of Brand Entertainment
  • 63. AMEX OpenForum Mission: Help Small Businesses Do More Business. Approach: Publish every day, authoritative voices, community = Outcome: The largest source of inbound leads.
  • 64. 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.
  • 65. 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
  • 66. “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
  • 67. Mayo Clinic uses human and emotional storytelling
  • 68. 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
  • 69. What is the ideal length of blogs, articles, tweets, and more?
  • 70.
  • 71.
  • 72.
  • 74. How to rank for SEO? Volume Number of posts on the topic Value The best answer on the internet Variety Text, images, video, slides
  • 75. 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
  • 76. 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
  • 77. 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.

Editor's Notes

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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?
  6. Ant that can be your brand
  7. Ant that can be your brand
  8. 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.
  9. 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.
  10. 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.
  11. 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.
  12. 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.
  13. Core components the way we need to think. We need to think different.
  14. 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.
  15. 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.
  16. 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.
  17. Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
  18. Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
  19. 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.