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Content Marketing for B2B
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6 Steps to Great ContentHow to Raise the Interest of Your Audience
Michael BrennerSenior Director Integrated Marketing and Content StrategySAP
© 2011 SAP AG. All rights reserved. 2
Inspirations
My Post 6 Steps To Great Content
Joe Pulizzi’s Good To Great Content Marketing
Hubspot’s Crush Your Competition With Inbound Marketing
© 2011 SAP AG. All rights reserved. 3
We all create content . . .
. . . and most of it is simply AWFUL.
© 2011 SAP AG. All rights reserved. 4
The buyer journey starts with a search . . .
• 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?
Search volume of early stage keywords is 13X that of branded terms.*
* Average for Enterprise Software categories. Results may vary for different categories. Some #ENSW sub-categories see much higher multiples.
© 2011 SAP AG. All rights reserved. 5
Content used to be easy . . . Today, YOU are the news!
50 years ago, Gallup released research that said delivering news is the most effective way to attract people to your business…
© 2011 SAP AG. All rights reserved. 6
Why is most content so boring and AWFUL?
© 2011 SAP AG. All rights reserved. 7
Because most content does this…
© 2011 SAP AG. All rights reserved. 8
Good content is emotive, helpful, entertaining…
© 2011 SAP AG. All rights reserved. 9
The Challenge: Become Like a Publisher
Have the content our audience needs . . .
. . . distributed in the channels they use.
Created, Curated and Syndicated content to create conversations• For each buyer journey stage
• For all “personas” that influence the buying process at each stage
• For all their media channels
Is the content you produce, deliver or use focus on the audience?
© 2011 SAP AG. All rights reserved. 10
My View on Joe’s 6 Characteristics…
© 2011 SAP AG. All rights reserved. 11
6 Steps To Content That Isn’t Boring
1. Have a focused mission,
platform or content destination
© 2011 SAP AG. All rights reserved. 12
Business Innovation from SAP (launched 27 March)
To become a destination of business innovation insights ... through education and information on how companies can Run Better though innovation.
© 2011 SAP AG. All rights reserved. 13
Business Innovation from SAP What makes it different?
1. No selling / promotional content
2. Mix of Traditional and Dynamic content
3rd Party Analyst whitepapers
Blog “conversations”
News feeds from trusted sources
3. Social sharing prominent
4. Subtle branding and “call to action” to explore SAP
5. Landing Page for SAP’s new Advertising campaign
EN: blogs.sap.com/innovationDE: blogs.sap.com/germany (launching in 2 weeks)
© 2011 SAP AG. All rights reserved. 14
6 Steps To Content That Isn’t Boring
2. Opening up new content
or media markets
© 2011 SAP AG. All rights reserved. 15
AMEX Open Forum
•“Help Small Businesses Do More Business”
• All original content• articles, blogs, research, surveys, contests
• Community / connections• Find an expert
• White labeled services• SEO, Creative, (new) BusinessApps
• Heavily branded / CTA “Apply For A Card”
• Personalization
• 1.5M visitors per months
• “Largest source of new card members”
© 2011 SAP AG. All rights reserved. 16
6 Steps To Content That Isn’t Boring
3. Chief Storyteller
© 2011 SAP AG. All rights reserved. 17
Get Shared(Social)
Get Leads(Conversion)
Get Found(SEO*)
STORYTELLING
The role of storytelling (my take)
*search engine optimization
© 2011 SAP AG. All rights reserved. 18
Bad time for print media. Good time for journalists!
• Content strategy is much more than marketing.
• It reaches across all areas of the business.
• It requires support from customers, partners, employee-experts
• Seeks content that gets shared, created and enhanced by readers
• example: Julie Roehm, SAP, SVP, Customer Storyteller
• example: Bob Evans, SAP (former Chief Editor, InformationWeek)
© 2011 SAP AG. All rights reserved. 19
6 Steps To Content That Isn’t Boring
4. Leveraging employees in
content creation
© 2011 SAP AG. All rights reserved. 20
SAP Forbes AdVoice
© 2011 SAP AG. All rights reserved. 21
The Rise of The Employee Evangelist
© 2011 SAP AG. All rights reserved. 22
6 Steps To Content That Isn’t Boring
5. Removing the brand
from the story
© 2011 SAP AG. All rights reserved. 23
Example: Adobe’s CMO.com
•News, research, blogs, articles and commentary
•Targeting CMOs
•Very subtle branding
•Limited personalization
© 2011 SAP AG. All rights reserved. 24
6 Steps To Content That Isn’t Boring
6. Build Community
© 2011 SAP AG. All rights reserved. 25
Example:The SAP Community Network: 2.5 Million Members
© 2011 SAP AG. All rights reserved. 26
1,200,000unique individual visitors each month
30,000new members per month
9,200active bloggers
3,000+discussion posts per day
375+discussion topics 272,000
total contributors
230+Countries & territories
345blogs per month
9,300,000total messages
Community: The only way to achieve scale
© 2011 SAP AG. All rights reserved. 27
So . . . What Can You Do?
1. Get Social
2. Start Blogging
© 2011 SAP AG. All rights reserved. 28
The Personal Brand Continuum –
We all have a story to tell!
B2B Marketing Insider is dedicated to sharing marketing tips that drive real results like sales, leads, and higher customer loyalty, focusing on topics such as lead generation, search marketing, online media, and social strategies.
Timo Elliott is a 20-year veteran of SAP His popular Business Analytics blog tracks innovation in analytics and social media, including topics such as augmented corporate reality, collaborative decision-making, and social network analysis.
© 2011 SAP AG. All rights reserved. 29
Tips for personal branding success
• Define audience and set objectives • Why are you talking?
• Who are you talking to?
• What’s in it for them / you?
• Build it in to every day• Scan, filter, read, connect, write, respond
• Social media success = minutes per day
• Have a goal: 2 blogs per week Tues / Thursday
• Build relationships of mutual benefit• Retweet me, I might ReTweet you!
• The new content rules• If it isn’t a keyword, no one cares
• Titles matter
• Bullets help
• Tell stories: Hero, a quest, a journey, an obstacle and a resolution
© 2011 SAP AG. All rights reserved. 30
Thank You for Your Attention!Email: michael.brenner@sap.com
My Blog: B2B Marketing Insider
SAP: Business Innovation
Social News: Business 2 Community
Twitter: @brennermichael
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