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Michael BrennerNewsCred Head of StrategyB2B Marketing Insider@BrennerMichaelCONTENT AND THE FUTUREOF B2B MARKETING
JUST 3 THINGSTHE WORLD HAS CHANGED.
MOST CONTENT STINKS.
ATTRACT PEOPLE THROUGH STORIES THEY LOVE.#THINKCONTENTespecially in b2b@BrennerMichael
THE FIRST TV AD - 1941#THINKCONTENT@BrennerMichael
@BrennerMichaelCAMEL AD - 1950
@BrennerMichael
Content Marketing is all
the marketing thats left!Seth Godin, 2008@BrennerMichael
Apple - 1984@BrennerMichaelAPPLE 1984
@BrennerMichael
P&G Thank You Mom - 2014
@BrennerMichael
This is me at age 3. Its 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.10
Me, 20 pounds years ago
#THINKCONTENT@BrennerMichael
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. Its 1994 and a company named Mosaic changed its 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. 11
Today we are all connected
@BrennerMichael
Fast forward to today. And its content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer iswe have each become our own network hubs.12
@BrennerMichael
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+. Arent they cute. Im so proud of them. They have literally and drastically changed my world in just a few short years.13
4.75 billionPIECE OF CONTENT ARE SHARED
1.8 billionPHOTOS ARE UPLOADED AND SHARED
500 millionTWEETS ARE POSTED
700 millionSNAPCHATS ARE SENT
THOUSANDS OF MARKETING MESSAGES@BrennerMichael
Weve all asked the question, why content marketing?
To set the stage, theres 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?14
WHAT IS GOING ON?@BrennerMichael
WE TUNEOUT THE NOISE.@BrennerMichael
Ant that can be your brand16
Less likely to click on a banner than
@BrennerMichael
@BrennerMichael
60-70% OF MARKETING CONTENT GOES COMPLETELY UNUSED*Sirius Decisions@BrennerMichael
@BrennerMichael
BEHIND EVERY PIECE OF BAD CONTENT IS AN EXECUTIVE WHO ASKED FOR IT.TWEET THIS!
@BrennerMichael
73% OF PEOPLE SURVEYED WOULDNT CARE IF THE BRANDS THEY USE DISAPPEARED FROM THEIR LIFE.*Co.Exist@BrennerMichael
Content today must compete with pictures of babies and kittens.@BrennerMichael
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@BrennerMichael
OF MILLENNIALS SAID THAT A COMPELLING ADVERTISEMENT WOULD MAKE THEM TRUST A BRAND MORE. 1%*Forbes/Elite Daily study, Jan. 2015.@BrennerMichael
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@BrennerMichael@BrennerMichael
BEHIND EVERY TWEET, SHARE,AND PURCHASE IS A PERSON,LIKE YOU AND ME.@BrennerMichael
For you, its a customer behind every one of those content interactions. We need to keep in mind theres a person, not an undefined entity of customers.28
@BrennerMichael
The secret to content marketing is that its not that hard. There are obstacles, but what were going to do is give you our secrets and let you know whats worked for other brands to drive a content marketing strategy.29
THE BUYER JOURNEY IS NOTHING MORE THAN A SERIES OF QUESTIONS THAT MUST BE ANSWERED.
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.30
REACH AND ENGAGE THE RIGHT PEOPLEEARLY-STAGE SEARCHESMIDDLE-STAGEBRAND SEARCHESSEARCH / SOCIAL VOLUME
WHAT IS CONTENT MARKETING?(10-3000 X)HOW TO BE EFFECTIVE WITH CONTENT MARKETING?(2-10 X)WHO IS THE BEST CONTENT MARKETING PROVIDER?
@BrennerMichael
AWARENESSCONSIDERATIONPREFERENCEONLINE COMMUNITIESSEARCH ENGINESEBOOKSEMAIL NEWSLETTERSEDITORIAL ARTICLESWHITE PAPERSPODCASTSCASE STUDIESONLINE VIDEOSWEBCASTSVIRTUAL TRADE SHOWSPRODUCT LITERATURETRIAL SOFTWAREONLINE VENDOR DEMOS
Begindecision processMakedecisionIdentify business problem
Establish requirements/ build RFPAlign IT with business objectivesExplore technology optionsResearch solutionsDetermine solution strategyAssess ROIResearch products/ vendorsBuild short list@BrennerMichael
A more complex view, content marketing explained on a page. What types of different content we consume at different parts of the buyer journey.
Awareness, were wanting to learn, get our questions answered and read thought leadership.
Consideration, we want more types of content.
By Preference, theres less thought leadership and learning, and more about what makes your brand different.
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TAKE YOUR BRAND OUT OF THE STORY. . . . . .MAKE YOUR CUSTOMERS THE HERO.ANN HANDLEY
BUSINESS INSTINCTCONTENTMARKETINGWHAT BUSINESSES PRODUCEWHATCUSTOMERSWANTCHARITYEMPATHY
@BrennerMichael
As a brand, our natural instinct is to talk about ourselves. Customers are asking questions, they want to be informed and entertained, but we cant just do that because thats 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.33
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, not campaign-based
Customer, not brand-focused
Owned media = An Asset for your business with LTV and ROICONTENT MARKETING DEFINED
@BrennerMichael
The formal definition of content marketing.
NOT advertising or PR important
About helping your customers answer those questions in the journey theyre taking
Owned media its specifically content that lives on a brand owned media.34
PUBLISH ON YOUR OWN CONTENT HUB.
@BrennerMichael
DONT BUILD YOUR HOUSE ON RENTED LAND.
@BrennerMichael
THE PROMISE OF CONTENT MARKETING:
@BrennerMichaelTO 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
@BrennerMichael
Core components the way we need to think. We need to think different. 38
HOW BRANDS CAN BECOME CONSUMED WITH THEIR STORY, NOT THEIR CUSTOMERS.UNIQUE POINT OF VIEW TRAP
@BrennerMichael
@BrennerMichael
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.
@BrennerMichael
@BrennerMichael
BRANDS NEED TO TAKE THE PHRASE ACTING LIKE A PUBLISHER LITERALLY.Dietrich MateschitzFounder + CEO, Red Bull
@BrennerMichael
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Old wayBrand-ledAd campaignsDemographicsNew way
CUSTOMER-DRIVENCONTINUOUS CONTENTPEOPLE
B2B MARKETERS ARE TAKING A NEW APPROACH.
@BrennerMichael
THE FUTURE OF CONTENT MARKETING IS INFORMATIVE
@BrennerMichael
@BrennerMichael
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@BrennerMichaelCLUSTERBRAND?TOTAL MONTHLY SEARCHES (EST.)AnalyticsBrand4583000xAnalyticsNon-Brand1,520,761CloudBrand3981000xCloudNon-Brand578,460DataBrand28,88417xDataNon-Brand470,967MobilityBrand12,48828xMobilityNon-Brand345,598BIBrand532,486-2xBINon-Brand277,156CRM/SalesBrand156,02840xCRM/SalesNon-Brand6,313,329ERPBrand777,092-2xERPNon-Brand324,595HCMBrand55,5367xHCMNon-Brand379,954Accounting. FinanceBrand30,49724xAccounting. FinanceNon-Brand720,493TOTALBrand1,688,88313xTOTALNon-Brand13,616,715
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Were any of these early-stage prospects finding us?
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Business Innovation (launched March 27, 2012)A Content Hub to earn traffic instead of buying itTo help business pros see how technology drives innovation.To reach and convert leads we would have never seen!
http://blogs.sap.com/innovation
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. 51
THE FUTURE OF CONTENT MARKETING IS PROVEN ROI
@BrennerMichael
CONTENT MARKETING ROI IS 4X OUR TRADITIONAL MARKETING SPEND. Julie FleischerSr. Director, Kraft Foods
@BrennerMichael
WE SHIFTED INVESTMENT FROMADVERTISING TO CONTENT MARKETING SO WE COULD SHOUT LOUDER THAN WE SPEND.Beth ComstockCMO, GE
@BrennerMichael
CapGemini Content-Loop.comLicensed content on Linked Sponsored updates
Drives to branded Content Loop
Offers to deeper content
Recommendations to connect with experts
Results:~1M visitors / year+ 3K new LinkedIn followers / week+ High Quality Leads+ Sales / ROI
AMEX OpenForum
Mission: Help Small Businesses Do More Business.
Approach: Publish every day, influencers and community.
Outcome: The largest source of inbound leads.
@BrennerMichael
Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
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THE FUTURE OF CONTENT MARKETING ISVISUAL
@BrennerMichael
@BrennerMichael
@BrennerMichael
THE FUTURE OF CONTENT MARKETING ISFUN
@BrennerMichael
@BrennerMichael
@BrennerMichael
@BrennerMichael
THE FUTURE OF CONTENT MARKETING ISFUNNY
@BrennerMichael
@BrennerMichael
@BrennerMichael
Woo Woo? How Is Your Marketing Performing?
THE FUTURE OF CONTENT MARKETING ISENTERTAINING
@BrennerMichael
EXAMPLES OF BRAND ENTERTAINMENT
@BrennerMichael
@BrennerMichael20 AMAZING EXAMPLES OF BRAND CONTENT MARKETING HUBS
We Try To Win The Internet Everyday
Bryan Rhoades ~ Head of Content,Intel@BrennerMichael
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HOW TO RANK FOR SEO?VOLUMENumber of posts on the topic
VALUEThe best answer on the internet
VARIETYText, images, video, slides
@BrennerMichael
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Content Atomization Starts With An Idea
@BrennerMichael
Turn Exec Presentations Into Slideshare
Summarise the best parts of [bad?] videos
Email experts
Profile customers
Ask influencers
Create What is, Why You Should, and How To, 8 Steps To Success In . . . [Topic]
What [Hot Topic] Means for [Your Issue]:
What the Scottish Referendum Can Teach Us About RiskMy Favorite Content Hacks@BrennerMichael
@BrennerMichael3 Tips For Killer B2B Content:
Stop Promoting. Create for real people.
Be the best answer on the internet.
Act like a human. Maybe even funny.
Your audience wants stories.
Will you give it to them?
@BrennerMichael