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What Is Marketing?
Ask most people and they will tell you
that marketing is an ad, a banner or
some kind of promotion. But weren’t
there 4 “P’s” in Marketing 101?
5,000
2/3
86%
44%
90%
marketing messages
per day
of U.S. on the “Do Not Call” list
Of people skip TV ads
direct mail is never opened
of emails are never opened
So we support the
myth by bombarding
our audience with
messages they don’t
want.
The average attention span of a person has
dropped from 12 seconds in 2000 to 8 seconds.
This, along with the increasing channels and formats
of information available is altering our brains.
The average attention span of a
Goldfish is 9 seconds.
(Statistic Brain)
Goldfish have longer attention spans than the
average human today.
Less likely
to click on a
banner than…
Banners have 99 problems and a click ain’t
one. Business Insider cheekily reported that
you are more likely to get struck by
lightning or win the lottery than see a click
on your banner.
As a whole society, we’re bored!
Bored with content we don’t want.
And this is having a dramatic impact
on certain industries like the
newspapers who have seen a dramatic
loss of nearly $50 billion in revenue
since 2000.
60-70% of marketing content
goes completely unused
(Sirius Decisions)
Almost 70% of your content budget is
completely wasted
73% of people surveyed wouldn’t care if
the brands they use
disappeared from their life.
(Co.Exist)
And your customers could care less if
you even exist.
Marketing has a marketing problem.
And it’s reflected in the interest of
global monthly searches over the last
decade
But there’s hope. Seth Godin said:
“content marketing is all the marketing
that’s left” as brands struggle to meet
the needs of today’s digital consumer.
What is Marketing?
“Marketing is knowing your customer so
well that your product sells itself.”
- Peter Drucker
“Marketing is too important to be left to the
marketing department.”
- David Packard
http://lucasgalo.files.wordpress.com/2009/01/h-and-g-lg.jpg
And that brings us to stories. From the
day we emerged from caves, we’ve
been telling stories about how to
survive and how to thrive.
But it’s not really about the information we
convey in stories, it’s about the emotional
connection those stories make.
Your customers are expecting you to care
more about them than about you. They are
expecting you to touch their hearts and
inspire their minds.
It’s not just about creating great
content, it’s about delivering great
content. And then you need to go one
step further and pour your fans a beer.
Where I Started
What Does SAP Do?
Interesting? Is The Customer The Hero?
SAP AG is a German multinational
s o f t w a r e c o r p o r a t i o n t h a t
makes enterprise software to manage
business operations and customer
r e l a t i o n s . H e a d q u a r t e r e d
in Walldorf, Baden-Württemberg, 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
W a r e h o u s e ( S A P B W ) , S A P
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.
(Wikipedia)
Almost All Our Content Addressed
“Who is SAP? / Why Should You Chose SAP?”
(@MylesBristowe and CommCreative)
We Were Not Answering Our Customers Top
Questions
99.9% of our web traffic from visitors
who already knew us or bought from us
Less than 0.1 % were net-new or
early-stage prospects
Less than 10 keywords generated all
the early-stage search traffic
How Much“Early Stage”
Search Traffic Do We Get?
Not Enough Early Stage Visitors:
Asking“What is Big Data?”
100,000’s of searches / month
Too Many Later Stage Visitors:
Asking“What is SAP Software”
100s of searches / month
What is a Content Strategy?
Delivering the content your audience needs,
in all the places they go (by persona, buyer stage, channel, type)
Managing content as an asset with an ROI
Thinking and acting like a publisher
(and like a business)
To Reach Our Audience
We Need To Act Like Publishers
*search engine optimization
Business Innovation Blog from SAP:
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.
To act like a publisher by
creating content people actually
want to consume.
Content Marketing Objectives:
Reach, Engagement AND Conversions
Traffic, engagement and leads
we would have NEVER seen!
Recognized by Fast Company, Digiday,
Content Marketing Institute, more…
Software
Content
NewsCred provided everything SAP
needed to scale content marketing
Enterprise
Software
End-to-end software that helps brands
manage every step of the content marketing
process, from creation, discovery and
workflows, to distribution and analytics.
Licensed
Content
We’ve built relationships with over 4,500
publishers, giving you the ability to publish
stories from award-winning sources on topics
that resonate with your audience.
Custom
Content
We provide custom content through
The NewsRoom, our exclusive network of
hand-selected writers, photographers,
videographers, and designers.
What do you need to create a
content marketing strategy?
1. Content is Not A Campaign–Focus on Strategy
2. Effective Content Combines Brand-Created, Licensed and Syndicated
3. Focus on Quality That Scales
NewsCred is powering content for the
world’s leading brands. Come talk to us!
The Content Marketing Imperative - Michael Brenner, Head of Strategy, NewsCred

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The Content Marketing Imperative - Michael Brenner, Head of Strategy, NewsCred

  • 1.
  • 2. What Is Marketing? Ask most people and they will tell you that marketing is an ad, a banner or some kind of promotion. But weren’t there 4 “P’s” in Marketing 101?
  • 3. 5,000 2/3 86% 44% 90% marketing messages per day of U.S. on the “Do Not Call” list Of people skip TV ads direct mail is never opened of emails are never opened So we support the myth by bombarding our audience with messages they don’t want.
  • 4. The average attention span of a person has dropped from 12 seconds in 2000 to 8 seconds. This, along with the increasing channels and formats of information available is altering our brains.
  • 5. The average attention span of a Goldfish is 9 seconds. (Statistic Brain) Goldfish have longer attention spans than the average human today.
  • 6. Less likely to click on a banner than… Banners have 99 problems and a click ain’t one. Business Insider cheekily reported that you are more likely to get struck by lightning or win the lottery than see a click on your banner.
  • 7. As a whole society, we’re bored! Bored with content we don’t want.
  • 8. And this is having a dramatic impact on certain industries like the newspapers who have seen a dramatic loss of nearly $50 billion in revenue since 2000.
  • 9. 60-70% of marketing content goes completely unused (Sirius Decisions) Almost 70% of your content budget is completely wasted
  • 10. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. (Co.Exist) And your customers could care less if you even exist.
  • 11. Marketing has a marketing problem. And it’s reflected in the interest of global monthly searches over the last decade
  • 12. But there’s hope. Seth Godin said: “content marketing is all the marketing that’s left” as brands struggle to meet the needs of today’s digital consumer.
  • 13. What is Marketing? “Marketing is knowing your customer so well that your product sells itself.” - Peter Drucker “Marketing is too important to be left to the marketing department.” - David Packard
  • 14. http://lucasgalo.files.wordpress.com/2009/01/h-and-g-lg.jpg And that brings us to stories. From the day we emerged from caves, we’ve been telling stories about how to survive and how to thrive.
  • 15. But it’s not really about the information we convey in stories, it’s about the emotional connection those stories make.
  • 16. Your customers are expecting you to care more about them than about you. They are expecting you to touch their hearts and inspire their minds.
  • 17. It’s not just about creating great content, it’s about delivering great content. And then you need to go one step further and pour your fans a beer.
  • 19. What Does SAP Do? Interesting? Is The Customer The Hero? SAP AG is a German multinational s o f t w a r e c o r p o r a t i o n t h a t makes enterprise software to manage business operations and customer r e l a t i o n s . H e a d q u a r t e r e d in Walldorf, Baden-Württemberg, 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 W a r e h o u s e ( S A P B W ) , S A P 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. (Wikipedia)
  • 20. Almost All Our Content Addressed “Who is SAP? / Why Should You Chose SAP?” (@MylesBristowe and CommCreative)
  • 21. We Were Not Answering Our Customers Top Questions 99.9% of our web traffic from visitors who already knew us or bought from us Less than 0.1 % were net-new or early-stage prospects Less than 10 keywords generated all the early-stage search traffic
  • 22. How Much“Early Stage” Search Traffic Do We Get? Not Enough Early Stage Visitors: Asking“What is Big Data?” 100,000’s of searches / month Too Many Later Stage Visitors: Asking“What is SAP Software” 100s of searches / month
  • 23. What is a Content Strategy? Delivering the content your audience needs, in all the places they go (by persona, buyer stage, channel, type) Managing content as an asset with an ROI Thinking and acting like a publisher (and like a business)
  • 24. To Reach Our Audience We Need To Act Like Publishers *search engine optimization
  • 25. Business Innovation Blog from SAP: 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. To act like a publisher by creating content people actually want to consume.
  • 26. Content Marketing Objectives: Reach, Engagement AND Conversions Traffic, engagement and leads we would have NEVER seen! Recognized by Fast Company, Digiday, Content Marketing Institute, more…
  • 27. Software Content NewsCred provided everything SAP needed to scale content marketing
  • 28. Enterprise Software End-to-end software that helps brands manage every step of the content marketing process, from creation, discovery and workflows, to distribution and analytics.
  • 29. Licensed Content We’ve built relationships with over 4,500 publishers, giving you the ability to publish stories from award-winning sources on topics that resonate with your audience.
  • 30. Custom Content We provide custom content through The NewsRoom, our exclusive network of hand-selected writers, photographers, videographers, and designers.
  • 31. What do you need to create a content marketing strategy? 1. Content is Not A Campaign–Focus on Strategy 2. Effective Content Combines Brand-Created, Licensed and Syndicated 3. Focus on Quality That Scales
  • 32. NewsCred is powering content for the world’s leading brands. Come talk to us!