http://www.b2bmarketinginsider.com/content-marketing/2014-content-marketing-imperative - We’ve heard it time and time again: according to the Corporate Executive Board (CEB) almost 60% of the buyer journey is complete before prospects reach out to vendors. And according to Harvard Business Review, “Solution Selling is Dead” because talking about our products and our solutions is no longer good enough. It may even hurt us in the buying process. Why? Because our buyers are too smart. They see right through these self-serving tactics. They are looking for brands that put buyers first. They are looking for brands that know how to connect on a human and emotional scale. In fact, the Corporate Executive Board’s latest report shows that “emotion beats promotion” by a factor of 2 to 1. Content marketing is the process of creating content that our customers actually want or need. Content marketing meets the needs of your buyers across ALL phases of the buying cycle: There is the largest number of potential buyers in the early stages. So there should be more focus on early stage content to drive interest and awareness. There are more potential buyers in the middle of the buying process than in the latest stages. So there should be more focus on engagement than on the latter stages of the buying process where potential buyers are looking to understand what we sell and for how much. Late stage content is still needed. It’s really a question of whether resources are aligned to the buying process. Content marketing is how you attract buyers instead of paying to reach them. It is more effective. It is aligned with buyer needs. But it also may seem counter-intuitive. (“We are here to sell stuff, right?”) Content marketing is a mindset that starts with the question “what do our buyers want or need?” It then cycles through the process of analyzing keywords (what people search for) and social trends, finding the research, experts, tips and tricks that answer those questions. And then process starts all over again when you analyze what works and use those insights to drive continuous improvement in the next round of content creation. Content Marketing is an equal portion of creation, curation and syndication.

1. The Battle For Customer Attention
Michael Brenner
SAP - VP, Marketing & Content Strategy
@BrennerMichael

2. Does Marketing = Promotion?
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4. © 2013 SAP AG or an SAP affiliate company. All rights reserved.
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5. @BrennerMichael

6. @BrennerMichael

8. Today we are all connected
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9. 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
Source: Bit.ly
receive).
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@BrennerMichael
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10. 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
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12. 73% of people surveyed wouldn’t care if the brands
they use disappeared from their life.
Source: Co.Exist
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13. © 2013 SAP AG or an SAP affiliate company. All rights reserved.
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14. @BrennerMichael
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15. 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
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@BrennerMichael
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16. @BrennerMichael
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17. @BrennerMichael
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18. Our Story

19. 60-70% of B2B marketing
content goes unused.
~ (Sirius Decisions)
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20. 90% of the traffic on corporate
websites comes from 10% of the
content.
~ (InboundWriter)
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21. 90% of the traffic on corporate
websites comes from 10% of the
content. 50% comes from just 0.5%
of the content.
~ (InboundWriter)
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Public
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22. The average attention span has dropped
from 12 seconds in 2000 to 8 seconds.
~ (Statistic Brain)
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23. 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)
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Public
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24. 93% of B2B Marketers use
content marketing.
~ (CMI / MarketingProfs)
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25. Only 42% of B2B marketers believe they
are effective with content marketing.
~ (CMI / MarketingProfs)
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26. Emotional marketing messages are twice
as effective as promotional ones.
~ (CEB)
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27. SAP Content Addressed Only “Who is / Why SAP?”
Source: @MylesBristowe and CommCreative
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@BrennerMichael
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28. 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, BadenWürttemberg, 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.
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
@BrennerMichael
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29. To Reach Our Audience We Need To Act Like Publishers
Get Found
(SEO*)
Content
Marketing
Get Shared
(Social)
Get Leads
(Conversion)
*search engine optimization
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
@BrennerMichael
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30. How To 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
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31. Source: Ann Handley
www.annhandley.com
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32. 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.
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
@BrennerMichael
Public
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33. Business Innovation Site Objectives
Become an authority
Drive Business Results
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
Reach Early-Stage buyers
Affinity for
the SAP
brand
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34. 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
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35. Infographic To 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…
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36. Organic & Social Trending
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37. Continuously Optimizing For Conversion
Subscriptions
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Offers
Public
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38. 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
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Public
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39. 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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Public
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40. 90% of all internet traffic in 2017 will be video.
Source: Cisco
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@BrennerMichael 40

41. Business Insider: Future of Business Site Sponsorship
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Public
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42. Business Insider: Future of Business Site Sponsorship
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Public
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43. Business Insider: Future of Business Site Sponsorship
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44. The Future of Content Marketing?
•
Customer-Centric
@BrennerMichael

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

46. The Future of Content Marketing?
•
Customer-Centric
•
More Visual, Consumable, Snackable
•
Brand As Publisher, Newsroom
•
Brand + Publisher
@BrennerMichael

47. The Future of Content Marketing?
•
Customer-Centric
•
More Visual, Consumable, Snackable
•
Brand As Publisher
•
Brand + Publisher
•
Brand As Entertainer?
@BrennerMichael

48. Slides available on:
Slideshare.net/MichaelBrenner
Thank
you!
Michael Brenner
Vice President,
SAP Marketing & Content Strategy
Michael.Brenner@SAP.com
Connect with Me:
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
Marketing Blog:
B2B Marketing Insider
SAP Content Hub:
Business Innovation
Twitter:
@brennermichael