Ginger Shimp

1. PUBLIC
Ginger Shimp
August 24, 2017
Digital Summit Philadelphia 2017
The Care and Feeding of the Content
Engine

2. 2PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Digital Transformation has changed the way we market

3. 3PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Content must appeal across the spectrum
Advisor
Key
Influencer
Decision
Maker
Digital
Learner
Visual
Reading
/ Writing
AuditoryKines-
thetic
Interper-
sonal

4. 4PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
The Buyer’s Journey for an individual is linear
Awareness
Stage
Consideration
Stage
Conversion
Stage
eGuides
eBooks
White Papers
Editorial Content
Analyst Reports
Webcasts
Solution Comparison
White Papers
Expert/Editorial
eGuides
Podcast
Video
Vendor/Product
Comparisons
Case Studies
Trial/Software
Downloads
Virtual Tradeshows
Product
Literature

5. 5PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
The Buyer’s Journey for many is hyperlinked

6. 6PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Start content creation at the end …

7. 7PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Tell a story

8. 8PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Appeal to visual learners

9. 9PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Take your proposal to the decision makers.

10. 10PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Video White Papers bring your paper to life

11. 11PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Video helps you tell a story

12. 12PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Podcasts appeal to auditory learners

13. 13PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
With web events, go big or go home.

14. 14PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
An assessment encourages interaction

15. 15PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
eBooks give your content extended life

16. It’s all about innovation …

17. 17PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Begin with anchor content, build from there

18. 18PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Tips and Tricks
 Interview your SME via telephone
 Include your writer
 Record the call
 Get a transcript
 Record Podcasts
 www.Zoom.com
 www.Bluejeans.com
 www.Skype.com
 Whitepapers and other Research
 www.23K.com
 www.futurum.xyz
 Corporate Video Creation
 www.crosslanddesigns.com
 Video Hosting
 www.Brightcove.com
 Short Videos
 iMovie
 Videolicious
 Run a sales contest to upload “Man On
The Street” customer testimonials

19. 19PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Resources
 Writers
 www.WriterAccess.com
 Local university
 Local newspaper
 Transcripts
 www.Rev.com
 Video WhitePapers
 www.ON24.com
 Web Documentaries
 www.23K.com
 www.ColumnFiveMedia.com
 Record Podcasts
 www.Zoom.com
 www.Bluejeans.com
 www.Skype.com
 Video Creation
 www.crosslanddesigns.com
 Video Hosting
 www.Brightcove.com
 Whitepapers and other Research
 www.23K.com
 www.futurum.xyz

20. Thank you.
Ginger Shimp
Senior Marketing Director
SAP AMERICAS
3999 West Chester Pike
Newtown Square, PA 19073
814 / 350-0019
ginger.shimp@sap.com
Join me online: Twitter | LinkedIn