How To Create Content That Converts
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http://www.b2bmarketinginsider.com/content-marketing/create-content-converts-slides ‎ Today I will be presenting to some amazing folks at the Chicago Business Marketing Association. The topic is "How To Create Content That Converts." But here's the simple secret: You have to earn conversions! The best way to create content that converts is to start by creating content people actually want to read. You don't need a whole bunch of new resources. You just have to stop creating content that doesn't convert because no one wants to read it. Stop creating content that tries to convert and create content that people actually want. Then you can figure out the best way to convert them. In The 2014 Content Marketing Imperative, I shared some amazing statistics that show that "content marketing is like sex" (Joe Pulizzi said it, not me): Everyone is doing it. But no one is very good at it. Why? Because we are trying too hard to convert and not trying hard enough to make our buyers happy. If we focus on them and their needs, we can earn the right to convert them. You may not get it perfectly right the first time. But if you keep creating content that people want to read, then you can test and learn what works. This is the main point of my presentation today. We haven't figured it all out yet. But we're going to continue testing ways to earn our audience's attention through helpful content and how best to gain their trust. You can see the slides here and please let me know what you think in the comments below. And follow me @BrennerMichael

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How To Create Content That Converts

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How To Create Content That Converts

Michael Brenner

SAP - VP, Marketing & Content Strategy

@BrennerMichael


Does Marketing = Promotion?

@BrennerMichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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@BrennerMichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Some Stats


60% of the buyer journey is complete

before prospects reach out to vendors.

~ (CEB)

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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60-70% of B2B marketing

content goes unused

~ (Sirius Decisions)

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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10% of website’s content drives 90%

of the traffic.

~ (InboundWriter)

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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0.5% of a website’s content drives

more than 50% of its traffic.

~ (InboundWriter)

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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The average attention span has dropped

from 12 seconds in 2000 to 8 seconds.

~ (Statistic Brain)

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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The average attention span has dropped

from 12 seconds in 2000 to 8 seconds.

The average attention span of a

goldfish is 9 seconds.

~ (Statistic Brain)

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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93% of B2B Marketers use

content marketing.

~ (CMI / MarketingProfs)

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Only 42% of B2B marketers believe they

are effective with content marketing.

~ (CMI / MarketingProfs)

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Only 44% of B2B Marketers have a

documented content strategy.

~ (CMI / MarketingProfs)

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Emotional marketing messages are twice

as effective as promotional ones.

~ (CEB)

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Interesting content is a top reason that

people follow brands on social media

~ Content+

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Content marketing costs 62% less than

traditional marketing and generates

about 3 times as many leads.

~ Demand Metric

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Conversion rates for brands using

content marketing is 6 to 7x higher.

~ Aberdeen

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Context


@BrennerMichael


@BrennerMichael


Today we are all connected

@BrennerMichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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@BrennerMichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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@BrennerMichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Content on the internet tripled between 2010 and 2013.

Source: GoGlobe & Qmee

@BrennerMichael

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Social media sharing has doubled between 2011 and 2013.

Source: KPCB

@BrennerMichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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73% of people surveyed wouldn’t care if the brands

they use disappeared from their life.

Source: Co.Exist

@BrennerMichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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@BrennerMichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Our Story


What Does SAP Do? (Wikipedia)

Interesting? Is The Customer The Hero Of This Story?

SAP AG is a German multinational software corporation that

makes enterprise software to manage business operations and

customer relations. Headquartered in Walldorf, Baden-

Württemberg, 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.[2]

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 world.

@BrennerMichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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One Thing: Is Your Content Mapped To Buying Stage?

Source: @MylesBristowe and CommCreative

@BrennerMichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Why Is Content Marketing Important?

Get Shared

(Social)

Get Found

(SEO*) Content

Marketing

Get Leads

(Conversion)

*search engine optimization

@BrennerMichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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The Answer: Think And Act Like A Publisher

- Content Customers Actually Want To Consume

- Content That Doesn’t Feel Like Marketing

•Created to show your unique perspective

•Curated to answer ALL your customer questions

•Syndicated to all the channels they use

@BrennerMichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Source: Ann Handley

www.annhandley.com

@BrennerMichael

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Business Innovation

http://blogs.sap.com/innovation

Mission:

To earn our audience’s

attention by helping

them grow their

business, out-perform

their competition and

advance their careers.

@BrennerMichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Business Innovation Site Objectives

Reach Early-Stage buyers

Become an authority

Affinity for

the SAP

brand

Drive Business Results

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Business Innovation

A “Content Hub” to earn traffic instead of buying it

 NO PROMOTIONAL CONTENT

 Daily, Social, Mobile

“Curated Authors”

 Subtle branding

 Conversions To SAP.com / Solutions

Market examples: AMEX Open Forum, Adobe CMO.com and

BCGPerspectives

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Infographic to Report on Goals:

Reach, Engagement AND Conversions

Traffic, engagement

and leads we would

have ve NEVER seen!

Recognized by Fast

Company, Digiday,

Content Marketing

Institute, more…

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Organic & Social Trending

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Continuously Optimizing For Conversion

Offers

Subscriptions

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Most Popular Articles (10X average Pageviews)

•Top 50 Influencers / 10 Blog Sites

• Terms You Need To Know

• 10 Predictions for…

• What is [Keyword]?

• Infographics

• Slideshares

• Videos

@BrennerMichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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The Future of Content Marketing?

• Customer-Centric

@BrennerMichael


The Future of Content Marketing?

• Customer-Centric

• More Visual, Consumable, Snackable

@BrennerMichael


The half-life of a piece of content

shared on top social networks is 3 hours.

Source: Bit.ly

@BrennerMichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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The average US adult spends 141 minutes a day using

mobile devices.

Source: Advertising Age Mobile Fact Pack, 2013

@BrennerMichael

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@BrennerMichael

Image Source/

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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.

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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90% of all internet traffic in 2017 will be video.

Source: Cisco

@BrennerMichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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The Future of Content Marketing?

• Customer-Centric

• More Visual, Consumable, Snackable

• Brand As Publisher, Newsroom

• Brand + Publisher

@BrennerMichael


Business Insider: Future of Business Site Sponsorship

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Business Insider: Future of Business Site Sponsorship

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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The Future of Content Marketing?

• Customer-Centric

• More Visual, Consumable, Snackable

• Brand As Publisher

• Brand + Publisher

• Brand As Entertainer?

@BrennerMichael


Slides available on:

Slideshare.net/MichaelBrenner

Thank

you!

Marketing Blog:

B2B Marketing Insider

SAP Content Hub:

Business Innovation

Michael Brenner

Vice President,

SAP Marketing & Content Strategy

Michael.Brenner@SAP.com

Connect with Me:

Twitter:

@brennermichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.


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