Presented to some of the top CMOs and Marketing Executives in the Financial Services Industry, this deck walks through the declining contact rates of traditional marketing and the power of content marketing and storytelling to win the battle of customer attention.
Text of The Content Marketing Imperative For The Argyle Executive Club
What Is Marketing? Ask most people and they will tell you that
marketing is an ad, a banner or some kind of promotion. But werent
there 4 Ps in Marketing 101?
5,000 2/3 86% 44% 90% marketing messages per day of U.S. on the
Do Not Call list Of people skip TV ads direct mail is never opened
of emails are never opened So we support the myth by bombarding our
audience with messages they dont want.
The average attention span of a person has dropped from 12
seconds in 2000 to 8 seconds. This, along with the increasing
channels and formats of information available is altering our
The average attention span of a Goldfish is 9 seconds.
(Statistic Brain) Goldfish have longer attention spans than the
average human today.
Less likely to click on a banner than Banners have 99 problems
and a click aint one. Business Insider cheekily reported that you
are more likely to get struck by lightning or win the lottery than
see a click on your banner.
As a whole society, were bored! Bored with content we dont
And this is having a dramatic impact on certain industries like
the newspapers who have seen a dramatic loss of nearly $50 billion
in revenue since 2000.
60-70% of marketing content goes completely unused (Sirius
Decisions) Almost 70% of your content budget is completely
73% of people surveyed wouldnt care if the brands they use
disappeared from their life. (Co.Exist) And your customers could
care less if you even exist.
Marketing has a marketing problem. And its reflected in the
interest of global monthly searches over the last decade
But theres hope. Seth Godin said: content marketing is all the
marketing thats left as brands struggle to meet the needs of todays
What is Marketing? Marketing is knowing your customer so well
that your product sells itself. - Peter Drucker Marketing is too
important to be left to the marketing department. - David
that brings us to stories. From the day we emerged from caves, weve
been telling stories about how to survive and how to thrive.
But its not really about the information we convey in stories,
its about the emotional connection those stories make.
Your customers are expecting you to care more about them than
about you. They are expecting you to touch their hearts and inspire
Its not just about creating great content, its about delivering
great content. And then you need to go one step further and pour
Where I Started
What Does SAP Do? Interesting? Is The Customer The Hero? SAP AG
is a German multinational software corporatio n that makes
enterprise software to manage business operations and customer
relations. Headquartered in Walldorf, Baden- Wrttemberg, Germany,
with regional offices around the world, SAP is the leader in the
market of enterprise applications in terms of software and
software-related service. The company's best-known software
products are its enterprise resource planning application systems
and management (SAP ERP), its enterprise data warehouse product SAP
Business Warehouse (SAP BW), SAP BusinessObjects software, and most
recently, Sybase mobile products and in- memory computing appliance
SAP HANA. SAP is one of the largest software companies in the
Almost All Our Content Addressed Who is SAP? / Why Should You
Chose SAP? (@MylesBristowe and CommCreative)
We Were Not Answering Our Customers Top Questions 99.9% of our
web traffic from visitors who already knew us or bought from us
Less than 0.1 % were net-new or early-stage prospects Less than 10
keywords generated all the early-stage search traffic
How Much Early Stage Search Traffic Do We Get? Not Enough Early
Stage Visitors: Asking What is Big Data? 100,000s of searches /
month Too Many Later Stage Visitors: Asking What is SAP Software
100s of searches / month
What is a Content Strategy? Delivering the content your
audience needs, in all the places they go (by persona, buyer stage,
channel, type) Managing content as an asset with an ROI Thinking
and acting like a publisher (and like a business)
To Reach Our Audience We Need To Act Like Publishers *search
Business Innovation Blog from SAP:
http://blogs.sap.com/innovation Mission: To earn our audiences
attention by helping them grow their business, out-perform their
competition, and advance their careers. To act like a publisher by
creating content people actually want to consume.
Content Marketing Objectives: Reach, Engagement AND Conversions
Traffic, engagement and leads we would have NEVER seen! Recognized
by Fast Company, Digiday, Content Marketing Institute, more
Software Content NewsCred provided everything SAP needed to
scale content marketing
Enterprise Software End-to-end software that helps brands
manage every step of the content marketing process, from creation,
discovery and workflows, to distribution and analytics.
Licensed Content Weve built relationships with over 4,500
publishers, giving you the ability to publish stories from
award-winning sources on topics that resonate with your
Custom Content We provide custom content through The NewsRoom,
our exclusive network of hand-selected writers, photographers,
videographers, and designers.
What do you need to create a content marketing strategy? 1.
Content is Not A Campaign Focus on Strategy 2. Effective Content
Combines Brand-Created, Licensed and Syndicated 3. Focus on Quality
NewsCred is powering content for the worlds leading brands.
Come talk to us!