Content marketing how to transform your organization culture for content success
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What is content marketing and why you need it PowerPoint PPT Presentation


Many people are asking the question "what is content marketing and why do I need? Still others understand the concepts of buyer-driven content approaches but are looking to understand how to deploy them. In this presentation from Content Marketing World, Michael Brenner describes these key terms and explains how your organization can transform to become a culture of content success.

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What is content marketing and why you need it

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Content marketing how to transform your organization culture for content success

Content Marketing: How to Transform Your Organization/Culture for Content Success

Michael Brenner

SAP

@BrennerMichael • #cmworld


Marketing is hard

Marketing Is Hard!

  • Consumers are bombarded with 2,000- 5,000 marketing messages per day

  • More than 200 Million 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.

  • Buyers wait until they have completed 60% to 80% of their research before reaching out to vendors.


Me age 3

Me, Age 3


Me 20 pounds years ago

Me, 20 Pounds Years Ago


Today we are all connected

Today, We Are All Connected


And you are the news

And You Are The News!

50 years ago, Gallup released research that said delivering news is the most effective way to attract people to your business…


What is marketing

What Is Marketing?

“Business has only two functions – marketing and innovation.” ~ Milan Kundera

“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

“Marketing is too important to be left to the marketing department.” ~ David Packard


We are boring our customers to death

We Are Boring Our Customers To Death

Blah. Blah. Blah.

I really wish you would stop talking about yourself!


Because our content does this

Because Our Content Does This…


Not this

Not This…


The answer become a publisher

The Answer: Become A Publisher

Content Strategy: Having the content your audience needs…

… delivered in all the places they go

  • For each buyer journey stage

  • For all “personas” that influence the buying process at each stage

  • For all their media channels

  • Combo of created, curated and syndicated


Amex open forum

AMEX Open Forum

  • “Help Small Businesses Do More Business”

  • All original content

    • articles, blogs, research, surveys, contests

  • Community / connections

    • Find an expert

  • White labeled services

    • SEO, Creative, (new) BusinessApps

  • Heavily branded / CTA “Apply For A Card”

  • Personalization

  • 1M visitors per months

  • “Largest source of new card members”


  • Meets buyers where they are

    Meets Buyers Where They Are

    Source: http://news.cnet.com/8301-1023_3-57443686-93/mary-meeker-unveils-kpcbs-internet-trends-for-2012/


    Do you have a plan for mobile

    Do You Have A Plan For Mobile?


    Content marketing measures of success

    Content Marketing Measures of Success

    • % of search traffic from non-branded keywords

      • Measures how well you capture early stage buyers / influencers

      • Create content that helps your buyers (take you out of the story)

    • % of leads from inbound sources

      • Web, Search and Social

    • % of Early-Stage Content

    • “Return on Interesting”

      • 13 Measures of website, social and community health


    How much early stage search traffic do we get

    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


    How much early stage search traffic do we get 3 in 10 000 visits

    How Much “Early Stage” Search Traffic Do We Get?3 in 10,000 visits

    • Less than 0.1% from non-product or brand-related keywords

    • Less than 10 keywords generated all the early-stage search


    Business innovation from sap to earn relationships not buy them

    Business Innovation from SAPTo earn relationships not buy them

    • Launched March 27, 2012

    • Delivering content our audience wants

    • Educational NOT promotional or gated

    • 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 received!

    Please visit the site: http://blogs.sap.com/innovation/


    Steps to sell in content strategy

    Steps To Sell In Content Strategy

    • The World Has Changed

    • Your Marketing Sucks

    • You Are Boring Your Customers To Death

    • Are You Attracting Early-Stage Buyers

    • Get A Mobile Plan

    • Pilot A Content Marketing Destination

    • Become a Publisher


    What is content marketing and why you need it

    Thank You!

    Email:[email protected]

    Marketing Blog:B2BMarketingInsider.comSocial News Site:Business2Community.com

    Twitter:@brennermichael


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