In 2012, many brands are facing the realization that customers have become smarter than us. They are finding valuable information about our products from the web, from their peers but more importantly, not from us. Our outbound marketing tactics still make up a large majority of our marketing mix and they are rapidly becoming less effective. Our marketing employees are not equipped with the skills and experience to create marketing that meets customer needs. In this session, Michael Brenner will describe how SAP is transforming its marketing organization into a more customer focused function that is adding value across the entire business using content strategy and effective content marketing techniques.

1. Content Marketing: How to Transform Your
Organization/Culture for Content Success
Michael Brenner
SAP
@BrennerMichael • #cmworld
#cmworld

2. 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.
#cmworld

3. Me, Age 3
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4. Me, 20 Pounds Years Ago
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5. Today, We Are All Connected
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6. 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…
#cmworld

7. 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
#cmworld

8. We Are Boring Our Customers To Death
Blah. Blah. Blah.
I really wish
you would stop
talking about
yourself!
#cmworld

9. Because Our Content Does This…
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10. Not This…
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11. 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
#cmworld

12. 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”
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13. Meets Buyers Where They Are
Source: http://news.cnet.com/8301-1023_3-57443686-93/mary-meeker-unveils-kpcbs-internet-trends-for-2012/
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14. Do You Have A Plan For Mobile?
#cmworld

15. Content Marketing Measures of Success
1. % 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)
2. % of leads from inbound sources
– Web, Search and Social
3. % of Early-Stage Content
4. “Return on Interesting”
– 13 Measures of website, social and community health
#cmworld

16. 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
#cmworld

17. 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
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18. Business Innovation from SAP
To 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/
#cmworld

19. Steps To Sell In Content Strategy
1. The World Has Changed
2. Your Marketing Sucks
3. You Are Boring Your Customers To Death
4. Are You Attracting Early-Stage Buyers
5. Get A Mobile Plan
6. Pilot A Content Marketing Destination
7. Become a Publisher
#cmworld

20. Thank You!
Email:
michael.brenner@sap.com
Marketing Blog:
B2BMarketingInsider.com
Social News Site:
Business2Community.com
Twitter:
@brennermichael
#cmworld