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Join Michael Brenner, VP of Marketing and Content Strategy at SAP, as he offers an in-depth look at what it takes to create a successful content hub for your brand. Michael will also explain the relationship between getting found (SEO), getting shared (social media) and getting leads (conversion), and he will show how effective content drives this relationship. Michael's own experience leading SAP's groundbreaking content marketing strategy makes his insights exceptionally valuable for every B2B marketer. if you want to know what it really takes for a brand to think and act like a publisher, this is the first place to start.
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“It’s Time to Act Like a Publisher”
Michael BrennerNovember 7, 2013
It’s Time To Act Like A PublisherMichael BrennerSAP - VP, Marketing & Content Strategy
@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 3Public@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 4Public@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 5Public@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 6Public@BrennerMichael
@BrennerMichael
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© 2013 SAP AG or an SAP affiliate company. All rights reserved. 9Public@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 10Public
Me, 20 pounds years ago
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© 2013 SAP AG or an SAP affiliate company. All rights reserved. 11Public
Today we are all connected
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What’s Wrong With Our Content? It’s Too Much Like This…
@BrennerMichael
• 5,000 marketing messages per day
• 2/3 of U.S. on the “Do Not Call” list
• 86% of people skip television ads
• 44% of direct mail is never opened
• 90% of emails are never opened
• 99.5% of emails never clicked
14© 2013 SAP AG or an SAP affiliate company. All rights reserved.
73% of people surveyed wouldn’t care if the brandsthey use disappeared from their life.
Source: Co.Exist
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© 2013 SAP AG or an SAP affiliate company. All rights reserved. 15Public@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 16Public
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What is Marketing?
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself… ~ Peter F. Drucker
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“Marketing is too important to be left to the marketing department.” ~ David Packard
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And Not Enough Like This…
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© 2013 SAP AG or an SAP affiliate company. All rights reserved. 19Public@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 20Public
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Our Story
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The buyer journey starts with a search . . .
Customer Questions:• What is real-time analytics?• What is cloud computing?• What is Big Data?• What are mobile solutions?• How are companies benefiting from … ?• Who are the top vendors in … ?
• What does SAP sell?
10 - 1000X
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 23Public
How Much “Early Stage” Search Traffic Do We Get?
Later Stage Visitor:
•100s of searches / mo
Early Stage Visitor:
•100,000’s of searches / mo
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© 2013 SAP AG or an SAP affiliate company. All rights reserved. 24Public
• 99.9% of our web traffic from visitors who already know 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
We Were Not Answering Our Customers Top Questions
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 25Public
Get Shared(Social)
Get Leads(Conversion)
Get Found(SEO*) Content
Marketing
Why Is Content Marketing Important?
*search engine optimization
@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 26Public
The Answer: Think And Act Like A Publisher
Content Strategy: Get the content your audience needs…
… delivered in all the places they go• For each persona• For each stage of the buyer journey• For all media channels• Requires created, curated and syndicated content
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© 2013 SAP AG or an SAP affiliate company. All rights reserved. 27Public
Source: Ann Handleywww.annhandley.com
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© 2013 SAP AG or an SAP affiliate company. All rights reserved. 28Public
Business Innovation
Mission Statement:
To earn our audience’s attention through content that shows business people how technology and innovation can help them grow their business, out-perform their competition and advance their careers.
http://blogs.sap.com/innovation
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 29Public
Business InnovationA “Content Hub” to earn traffic instead of buying it
Deliver content our audience wants
NO PROMOTIONAL CONTENT
Daily, Social, Mobile
“Curated Authors:” 400 Contributors / 50% external
Subtle branding
Personalized Experience
Appropriate CTA to explore SAP solutions
Market examples: AMEX Open Forum, Adobe CMO.com and BCGPerspectives
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 30Public
Business Innovation Site Objectives
Drive affinity for the SAP brand
Answer Early-Stage buyers questions about how technology and innovation drive growthBecome a destination of business insights
Drive Business Results (subscribers / leads)
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 31Public
Traffic, engagement and leads we would’ve NEVER seen
• What content drives Unique Visitors?
• How much traffic from Social + Search?
• How much of our search traffic is non-branded or using product terms?
• Are we showing true ROI?
Recognized for customer-centric content strategy by Fast Company, Digiday, Content Marketing Institute, more…
Infographic to Report on Goals:Reach, Engagement AND Conversions
YTD through Sept, 2013
Always optimizing
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 32Public
Organic & social traffic continues to grow
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Continuously Optimizing For Conversion
Appropriate OffersFocus on Subscriptions
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 34Public
Most Popular Articles (10X average Pageviews)
• Top 50 Influencers / 10 Blog Sites
• Terms You Need To Know
• Myths…Busted
• 10 Predictions for…
• What is…?
• The First Step to Success in…
• How To Get Ahead With…
• Infographics
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35© 2013 SAP AG or an SAP affiliate company. All rights reserved.
The half-life of a piece of content shared on top social networks is 3 hours.
(Half-life is the amount of time it takes content to reach 50% of the clicks it will ever receive).
Source: Bit.ly
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We've created this resource to help you – whether you are a business leader, a social consumer, a millennial employee - to help drive transformational change within your corner of the world. Because no matter what you do, where you do it, how much experience you have or whatever industry you serve, the future of business will be created by you.
Click here to view all 99 Facts on The Future of Business.
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90% of all internet traffic in 2017 will be video.Source: Cisco
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Business Insider: Future of Business Site Sponsorship
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Business Insider: Future of Business Site Sponsorship
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Business Insider: Future of Business Site Sponsorship
The Future of Content Marketing?• Customer-Centric
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The Future of Content Marketing?• Customer-Centric
• More Visual, Consumable, Snackable
@BrennerMichael
The Future of Content Marketing?• Customer-Centric
• More Visual, Consumable, Snackable
• Brand As Publisher, Newsroom
• Brand + Publisher
@BrennerMichael
The Future of Content Marketing?• Customer-Centric
• More Visual, Consumable, Snackable
• Brand As Publisher
• Brand + Publisher
• Brand As Entertainer?
@BrennerMichael
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
Thank you!
Michael BrennerVice President, SAP Marketing & Content [email protected]
Connect with Me:
Slides available on: Slideshare.net/MichaelBrenner
Marketing Blog:B2B Marketing Insider
SAP Content Hub:Business Innovation
Twitter:@brennermichael
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