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Michael Brenner NewsCred Head of Strategy @BrennerMichael How To Create Content People Actually Want

How To Create Content People Want

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Page 1: How To Create Content People Want

Michael Brenner

NewsCred ndash 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

475 billion piece of content are shared

18 billion photos are uploaded and shared

500 million tweets are posted

700 million snapchats are sent

Every single dayhellip

What is going on

5000

78

9444

90

marketing messages

per day

ldquoDo Not Callrdquo list

skip TV ads

direct mail never opened

of emails never opened

We tuneout the noise

Less likely

to click on a

banner thanhellip

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 wouldnrsquot care if the

brands they use

disappeared from their life(CoExist)

1

9

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 Bitly

Content today must

compete with pictures of

babies and kittens

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 2: How To Create Content People 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

475 billion piece of content are shared

18 billion photos are uploaded and shared

500 million tweets are posted

700 million snapchats are sent

Every single dayhellip

What is going on

5000

78

9444

90

marketing messages

per day

ldquoDo Not Callrdquo list

skip TV ads

direct mail never opened

of emails never opened

We tuneout the noise

Less likely

to click on a

banner thanhellip

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 wouldnrsquot care if the

brands they use

disappeared from their life(CoExist)

1

9

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 Bitly

Content today must

compete with pictures of

babies and kittens

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 3: How To Create Content People Want

Me 20 pounds years ago

Today we are all connected

BrennerMichael

475 billion piece of content are shared

18 billion photos are uploaded and shared

500 million tweets are posted

700 million snapchats are sent

Every single dayhellip

What is going on

5000

78

9444

90

marketing messages

per day

ldquoDo Not Callrdquo list

skip TV ads

direct mail never opened

of emails never opened

We tuneout the noise

Less likely

to click on a

banner thanhellip

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 wouldnrsquot care if the

brands they use

disappeared from their life(CoExist)

1

9

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 Bitly

Content today must

compete with pictures of

babies and kittens

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 4: How To Create Content People Want

Today we are all connected

BrennerMichael

475 billion piece of content are shared

18 billion photos are uploaded and shared

500 million tweets are posted

700 million snapchats are sent

Every single dayhellip

What is going on

5000

78

9444

90

marketing messages

per day

ldquoDo Not Callrdquo list

skip TV ads

direct mail never opened

of emails never opened

We tuneout the noise

Less likely

to click on a

banner thanhellip

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 wouldnrsquot care if the

brands they use

disappeared from their life(CoExist)

1

9

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 Bitly

Content today must

compete with pictures of

babies and kittens

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 5: How To Create Content People Want

BrennerMichael

475 billion piece of content are shared

18 billion photos are uploaded and shared

500 million tweets are posted

700 million snapchats are sent

Every single dayhellip

What is going on

5000

78

9444

90

marketing messages

per day

ldquoDo Not Callrdquo list

skip TV ads

direct mail never opened

of emails never opened

We tuneout the noise

Less likely

to click on a

banner thanhellip

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 wouldnrsquot care if the

brands they use

disappeared from their life(CoExist)

1

9

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 Bitly

Content today must

compete with pictures of

babies and kittens

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 6: How To Create Content People Want

475 billion piece of content are shared

18 billion photos are uploaded and shared

500 million tweets are posted

700 million snapchats are sent

Every single dayhellip

What is going on

5000

78

9444

90

marketing messages

per day

ldquoDo Not Callrdquo list

skip TV ads

direct mail never opened

of emails never opened

We tuneout the noise

Less likely

to click on a

banner thanhellip

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 wouldnrsquot care if the

brands they use

disappeared from their life(CoExist)

1

9

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 Bitly

Content today must

compete with pictures of

babies and kittens

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 7: How To Create Content People Want

What is going on

5000

78

9444

90

marketing messages

per day

ldquoDo Not Callrdquo list

skip TV ads

direct mail never opened

of emails never opened

We tuneout the noise

Less likely

to click on a

banner thanhellip

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 wouldnrsquot care if the

brands they use

disappeared from their life(CoExist)

1

9

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 Bitly

Content today must

compete with pictures of

babies and kittens

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 8: How To Create Content People Want

5000

78

9444

90

marketing messages

per day

ldquoDo Not Callrdquo list

skip TV ads

direct mail never opened

of emails never opened

We tuneout the noise

Less likely

to click on a

banner thanhellip

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 wouldnrsquot care if the

brands they use

disappeared from their life(CoExist)

1

9

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 Bitly

Content today must

compete with pictures of

babies and kittens

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 9: How To Create Content People Want

We tuneout the noise

Less likely

to click on a

banner thanhellip

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 wouldnrsquot care if the

brands they use

disappeared from their life(CoExist)

1

9

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 Bitly

Content today must

compete with pictures of

babies and kittens

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 10: How To Create Content People Want

Less likely

to click on a

banner thanhellip

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 wouldnrsquot care if the

brands they use

disappeared from their life(CoExist)

1

9

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 Bitly

Content today must

compete with pictures of

babies and kittens

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 11: How To Create Content People Want

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 wouldnrsquot care if the

brands they use

disappeared from their life(CoExist)

1

9

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 Bitly

Content today must

compete with pictures of

babies and kittens

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 12: How To Create Content People Want

Behind every piece

of bad content

is an executive

who asked for it

TWEET THIS

73 of people surveyed wouldnrsquot care if the

brands they use

disappeared from their life(CoExist)

1

9

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 Bitly

Content today must

compete with pictures of

babies and kittens

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 13: How To Create Content People Want

73 of people surveyed wouldnrsquot care if the

brands they use

disappeared from their life(CoExist)

1

9

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 Bitly

Content today must

compete with pictures of

babies and kittens

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 14: How To Create Content People Want

1

9

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 Bitly

Content today must

compete with pictures of

babies and kittens

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 15: How To Create Content People Want

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 Bitly

Content today must

compete with pictures of

babies and kittens

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 16: How To Create Content People Want

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 Bitly

Content today must

compete with pictures of

babies and kittens

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 17: How To Create Content People Want

Content today must

compete with pictures of

babies and kittens

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 18: How To Create Content People Want

23copy 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

ForbesElite Daily study Jan 2015

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 19: How To Create Content People Want

24copy 2014 SAP AG or an SAP affiliate company All rights reserved

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 20: How To Create Content People Want

26copy 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

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 21: How To Create Content People Want

Behind every tweet share

and purchase is a person

like you and me

2

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 22: How To Create Content People Want

2

8

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 23: How To Create Content People Want

ldquoThe customer journey is nothing more

than a series of questions that must be

answered

rdquo

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 24: How To Create Content People Want

Reach and Engage

the Right People

Early-stage Searches

Middle-stage

Brand Searches

Search So

cial Vo

lum

e

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 ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 25: How To Create Content People Want

Ann Handley ldquoTake your brand out of the story

Make your customers the herordquo

Business Instinct

ContentMarketing

What Businesses

Produce

WhatCustomers

Want

CharityEmpathy

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 26: How To Create Content People Want

ldquoContent 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 ndash with the objective of driving profitable customer actionrdquo

-Content Marketing Institute

bull Not advertising or PR

bull It is continuous

bull Customer not brand-focused

bull Seeks to answer customer questions across the buyer journey

bull Owned media = An Asset for your business with LTV and ROI

Content Marketing Defined

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 27: How To Create Content People Want

Donrsquot build your house on rented

land

Publish on your own Content Hub

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 28: How To Create Content People Want

The Promise of Content Marketing

To earn your audience

versus

buying it

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 29: How To Create Content People Want

ldquoWe need to stop interrupting what

people are interested in and be what

people are interested in

- CRAIG DAVIS -rdquo

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 30: How To Create Content People Want

How brands can become consumed with their

story not their customers

Unique Point of View Trap

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 31: How To Create Content People Want

3

8

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 32: How To Create Content People Want

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

rdquo

ldquo

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 33: How To Create Content People Want

Brands need to take the phrase

lsquoacting like a publisherrsquo literally

rdquo

ldquo

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 34: How To Create Content People Want

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 ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 35: How To Create Content People Want

The Future of Content Marketing is

INFORMATIVE

SAP Case Study

Understand the

Buyer Journey

IDC ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 36: How To Create Content People Want

SAP Case Study

Understand the

Buyer Journey

IDC ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 37: How To Create Content People Want

Understand the

Buyer Journey

IDC ldquoThe buyer journey

is nothing more than a

series of questions that

must be answeredrdquo

Cluster BrandTotal Monthly

Searches (est)

Analytics Brand 4583000x

Analytics Non-Brand 1520761

Cloud Brand 3981000x

Cloud Non-Brand 578460

Data Brand 2888417x

Data Non-Brand 470967

Mobility Brand 1248828x

Mobility Non-Brand 345598

BI Brand 532486-2x

BI Non-Brand 277156

CRMSales Brand 15602840x

CRMSales Non-Brand 6313329

ERP Brand 777092-2x

ERP Non-Brand 324595

HCM Brand 555367x

HCM Non-Brand 379954

Accounting Finance Brand 3049724x

Accounting Finance Non-Brand 720493

TOTAL Brand 168888313x

TOTAL Non-Brand 13616715

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 38: How To Create Content People Want

bull 1 in 10000 visitors used ldquoearly-

stagerdquo search terms

bull Less than 01 were net-new or

early-stage prospects

Not answering top customersrsquo questionshellip

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 39: How To Create Content People Want

Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it

httpblogssapcominnovation

ldquoSAP Business Innovationrsquos

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

bloggersrdquo

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 40: How To Create Content People Want

The Future of Content Marketing is

PROVEN ROI

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 41: How To Create Content People Want

Content Marketing ROI is 4X our

traditional marketing spend

rdquo

ldquo

Julie FleischerSr Director Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 42: How To Create Content People Want

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend

Beth ComstockCMO GE

rdquo

ldquo

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 43: How To Create Content People Want

The Future of Content Marketing is

VISUAL

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 44: How To Create Content People Want

5

3

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 45: How To Create Content People Want

The Future of Content Marketing is

FUN

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 46: How To Create Content People Want

5

6

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 47: How To Create Content People Want

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 48: How To Create Content People Want

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 49: How To Create Content People Want

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 50: How To Create Content People Want

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 51: How To Create Content People Want

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 52: How To Create Content People Want

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 53: How To Create Content People Want

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

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 54: How To Create Content People Want

Cleveland Clinic success with content marketing

bull 2 most visited hospital website

bull More than $204 million in annual

revenue

bull 1 most visited hospital blog with

25+ million visits per month

bull 15+ email newsletters with a

combined distribution of 250k

Source Content Marketing Institute

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 55: How To Create Content People Want

ldquoOur overall strategy is really around content that helps people anywhere

in the world whether theyre our patients or not Our strategy is to write not

just about clinical conditions and treating people when theyre sick but also

around preventative medicine We want to show were there for you even in

those times We want to be useful helpful and relevant every dayrdquo

- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic

Cleveland Clinicrsquos Goal for Content Strategy

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 56: How To Create Content People Want

Mayo Clinic uses human and emotional storytelling

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 57: How To Create Content People Want

Red Bulls Red Bulletin

ldquoTurning brand love

into canloverdquo

Lessons for Brandsbull Take the buzz phrase act like a

publisher literally

bull Divert paid media dollars to earned and owned value

bull 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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 58: How To Create Content People Want

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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 59: How To Create Content People Want

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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 60: How To Create Content People Want

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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 61: How To Create Content People Want

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

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 62: How To Create Content People Want

Distribution Recommendations

bull Interact with people

bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post

bull Follow and mention influencers publishers authors in each topic

bull Help your authors build social presence

bull Test paid distribution with LinkedIn and Outbrain

bull 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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 63: How To Create Content People Want

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

Your audience wants stories

Will you give it to them

BrennerMichael

Page 64: How To Create Content People Want

Your audience wants stories

Will you give it to them

BrennerMichael