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Content Marketing: Moving From the 'Why?' to the 'How?'

The internet, social technologies and mobile accessibility have increased the amount of information has created a battle for customer attention. To succeed, brands must become like publishers, create content destinations (or hubs) to become a primary source of information for their customers.<br><br>In this presentation, I explain why you need to create a content hub, what metrics will help you sell it in and also how to create one in a few simple steps.

michaelbrenner
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Content Marketing: Moving From the 'Why?' to the 'How?'

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  1. Content Marketing: Moving From The “Why?” To the “How?” Michael Brenner, Senior Director, Integrated Marketing & Content Strategy @BrennerMichael

  2. @BrennerMichael

  3. @BrennerMichael

  4. Me, 20 pounds years ago @BrennerMichael

  5. Today we are all connected @BrennerMichael

  6. @BrennerMichael

  7. Marketing is Hard! Your Marketing Sucks • Consumers are bombarded with 2,000 – 5,000 marketing messages per day • Two-thirds of Americans have joined the U.S. “Do Not Call” list • 86% of people skip television ads • 44% of direct mail is never opened • 99.9% of banner ads do not receive clicks • 90% of emails are never opened and 99.5% don’t produce even a single click @BrennerMichael

  8. @BrennerMichael

  9. @BrennerMichael

  10. 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… • ~Milan Kundera • … The aim of marketing is to make selling superfluous.” • ~ Peter F. Drucker • “Marketing is too important to be left to the marketing department.” ~ David Packard @BrennerMichael

  11. What’s Wrong With Our Content? It’s Too Much Like This… @BrennerMichael

  12. And Not Enough Like This… @BrennerMichael

  13. How Much “Early Stage” Search Traffic Do We Get? • Early Stage Visitor: • Searches for Category- terms like “what is cloud computing” or “Business Intelligence” • 100,000’s of searches / mo • Later Stage Visitor: • Searches for Product or Brand-specific terms like “SAP Software” • 100s of searches / mo @BrennerMichael

  14. Less than 0.1% from non-product or brand-related keywords • “SAP Software” vs. “What is cloud computing?” • Less than 10 keywords generated all the early-stage search • Those keywords all represented solutions we already have some brand awareness for @BrennerMichael

  15. Why Is Content Marketing Important? Get Shared (Social) Get Found (SEO*) Effective Content Get Leads (Conversion) *search engine optimization @BrennerMichael

  16. The Answer: Think And Act Like A Publisher Content Strategy: Getthe 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 • Requirescreated, curated and syndicated content @BrennerMichael

  17. Business Innovation (launched March 27)Goal: To earn relationships instead of buying them To become a destination of business innovation insights through education and information on how to innovate against today’s top business challenges to gain a competitive advantage • Deliver the content our audience wants • Educational NOT promotional • Daily updates, social share, comments • Subtle branding and appropriate CTA to explore SAP solutions • Syndicating content from hundreds of authors - 75% external • 100K pageviews / month. Hundreds of leads WE WOULD HAVE NEVER SEEN! • Market examples: AMEX Open Forum, Adobe CMO.com, IBM InfoBoom and BCGPerspectives @BrennerMichael

  18. The Buyer Journey Starts With ASearch Question . . . • What is real-time analytics? • What is cloud computing? • What is Big Data? • What are mobile solutions? • How are companies benefiting from Cloud, mobile, in-memory, analytics? • Who are the top vendors in cloud, mobile, in-memory, analytics? DO WE HAVE AN ANSWER? @BrennerMichael

  19. Some Numbers • Over 200 contributors from30 feeds (75% from external sources) • 1000+ articles published (avg. 8 / day) • 268K visits, 236K unique visitors, 395K+ pageviews, 4.1 mins per visit! • 100s inbound links, 10% traffic is from social sharing • 15% conversion to SAP.com, more than 127 registrations, 334 clicks on “buy now”, call or chat. • Mobile (30%), Cloud (25%), In-Memory (25%) and Analytics (20%) @BrennerMichael

  20. Most Popular Articles (10X average Pageviews) • Top 50 Influencers • Top 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… @BrennerMichael

  21. Key Challenges / Recommendations Audience-based content  “Social-first” content supply chain Scale  We need content / channel strategy, evangelists, curators, creators Gating  Training and Education Lack of external voices  Curation Strategy: influencers, partners, media Metrics for success  % of early stage search traffic, engagement, conversion Offers  No “master” offer strategy that have broad early-stage appeal Syndication  Need to get this content out there (ie - Outbrain) @BrennerMichael

  22. Thank You! Email:michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.comSocial News Site:Business2Community.com Twitter: @brennermichael

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