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The Role of Content in the Future of Marketing
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The Role of Content in the Future of Marketing

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  1. The Content Marketing Imperative Content’s Role In The Future of Marketing Michael Brenner SAP - VP, Marketing & Content Strategy @BrennerMichael

  2. What Is Marketing? @BrennerMichael

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

  4. The average attention span has dropped from 12 seconds in 2000 to 8 seconds.~ (Statistic Brain) @BrennerMichael

  5. 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) @BrennerMichael

  6. Buyer Journey Has Changed • Old World: Solution selling - Sales aligns solutions to buyer needs, positions vs. competition • The New World: Buyers decide what solutions they need. Then reach out to vendor for pricing. Source: CEB

  7. 60-70% of marketing content  • goes completely unused. • ~ (Sirius Decisions) @BrennerMichael

  8. 90% of the traffic on corporate websites comes from 10% of the content. • ~ (InboundWriter) @BrennerMichael

  9. 90% of the traffic on corporate websites comes from 10% of the content. 50% comes from just 0.5% of the content. • ~ (InboundWriter) @BrennerMichael

  10. 93% of B2B Marketers use content marketing. • ~ (CMI / MarketingProfs) @BrennerMichael

  11. Only 42% of B2B marketers believe they are effective with content marketing. • ~ (CMI / MarketingProfs) @BrennerMichael

  12. Emotional marketing messages are twice as effective as promotional ones. • ~ (CEB) @BrennerMichael

  13. @BrennerMichael

  14. @BrennerMichael

  15. @BrennerMichael

  16. @BrennerMichael

  17. Today we are all connected @BrennerMichael

  18. 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 @BrennerMichael

  19. 73% of people surveyed wouldn’t care if the brandsthey use disappeared from their life. Source: Co.Exist @BrennerMichael

  20. @BrennerMichael

  21. @BrennerMichael

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

  23. @BrennerMichael

  24. @BrennerMichael

  25. Our Story

  26. What Does SAP Do? (Wikipedia)Interesting? Is The Customer The Hero Of This Story? SAP AG is a German multinationalsoftware 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

  27. SAP Content Addressed Mostly “Who is / Why SAP?” Source: @MylesBristowe and CommCreative @BrennerMichael

  28. Where Did We Focus Content Production?Later-stage, Product-specific Content

  29. To Reach Our Audience We Need To Act Like Publishers Get Shared (Social) Get Found (SEO*) Content Marketing Get Leads (Conversion) *search engine optimization @BrennerMichael

  30. Step 1: Create Content That Isn’t Boring

  31. Step 2: Build A Team Source: Ann Handleywww.annhandley.com @BrennerMichael

  32. Step 3: Define Key ObjetcivesBusiness 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

  33. Step 4: The Editorial StrategyA “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.comand BCGPerspectives

  34. Step 5: Report On Goals:Reach, Engagement AND Conversions • Traffic, engagement and leads we would have NEVER seen! • Recognized by Fast Company, Digiday, Content Marketing Institute, more…

  35. Organic & Social Trending

  36. Step 6: Continuously Optimize For Conversion • Offers Subscriptions

  37. 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

  38. 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.

  39. 90% of all internet traffic in 2017 will be video. Source: Cisco @BrennerMichael

  40. Business Insider: Future of Business Site Sponsorship

  41. Business Insider: Future of Business Site Sponsorship

  42. Business Insider: Future of Business Site Sponsorship

  43. The Future of Content Marketing? Customer-Centric @BrennerMichael

  44. The Future of Content Marketing? Customer-Centric More Visual, Consumable, Snackable @BrennerMichael