Weitere ähnliche Inhalte Ähnlich wie 8 Steps To Build Your Content Marketing Hub (20) Mehr von Michael Brenner (20) Kürzlich hochgeladen (20) 8 Steps To Build Your Content Marketing Hub1. 8 Steps To Build Your Content Hub
Michael Brenner
Vice President Marketing & Content Strategy @SAP
@BrennerMichael
5. © 2013 SAP AG. All rights reserved. 5@BrennerMichael@BrennerMichael
6. © 2013 SAP AG. All rights reserved. 6@BrennerMichael@BrennerMichael
7. © 2013 SAP AG. All rights reserved. 7@BrennerMichael
Me, 20 pounds years ago
@BrennerMichael
8. © 2013 SAP AG. All rights reserved. 8@BrennerMichael
Today we are all connected
@BrennerMichael
9. © 2013 SAP AG. All rights reserved. 9@BrennerMichael
What’s Wrong With Our Content? It’s Too Much Like This…
@BrennerMichael
10. © 2013 SAP AG. All rights reserved. 10@BrennerMichael@BrennerMichael
12. © 2013 SAP AG. All rights reserved. 12@BrennerMichael
@BrennerMichael
13. © 2013 SAP AG. All rights reserved. 13@BrennerMichael
14. © 2013 SAP AG. All rights reserved. 14@BrennerMichael
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…
~Milan Kundera
… The aim of marketing is to
make selling superfluous.”
~ Peter F. Drucker
“Marketing is too important to be
left to the marketing department.”
~ David Packard
15. © 2013 SAP AG. All rights reserved. 15@BrennerMichael
And Not Enough Like This…
@BrennerMichael
16. © 2013 SAP AG. All rights reserved. 16@BrennerMichael
@BrennerMichael
18. © 2013 SAP AG. All rights reserved. 18@BrennerMichael
What is a Content Strategy?
• Delivering the content your audience needs, in all the
places they go (by persona, buyer stage, channel, type)
• Managing content as an asset with an ROI
• Thinking and Acting like a publisher (like a business)
19. © 2013 SAP AG. All rights reserved. 19@BrennerMichael
Social Media
(Get Shared)
Lead
Generation
(Get Leads)
Search Engine
Optimization
(Get Found)
STORYTELLING
Why Is Content Marketing Important?
From: Joe Pulizzi, Content Marketing Institute
20. © 2013 SAP AG. All rights reserved. 20@BrennerMichael
Business Innovation (launched March 27, 2012)
A “Content Hub” to earn traffic instead of buying it
Mission Statement:
To become a destination of insights for business professionals
looking to understand how technology and innovation can help
them grow their business, out-perform their competition and
advance their careers.
http://blogs.sap.com/innovation
21. © 2013 SAP AG. All rights reserved. 21@BrennerMichael
Step 1 – Design
Look at Content Hub examples
22. © 2013 SAP AG. All rights reserved. 22@BrennerMichael
Step 2 – Branding
“On” or “Off Platform” / Brand Subtlety?
23. © 2013 SAP AG. All rights reserved. 23@BrennerMichael
Step 3 – Keyword Strategy
24. © 2013 SAP AG. All rights reserved. 24@BrennerMichael
Step 4 – Content Strategy Driven By User-Experience
Topics: driven by top, long-tail, low competition
keywords (“What is Hadoop?”)
Authors: curated for win-win
Mix: Creation, curation, syndication to maximize
impact (and decrease cost)
Type: Mostly articles. Constant battle for more video,
infographics, slideshare decks
Conversion: monthly reporting on the content that
converts
25. © 2013 SAP AG. All rights reserved. 25@BrennerMichael
Steps 5 – Conversion
Appropriate OffersFocus on Subscriptions
26. © 2013 SAP AG. All rights reserved. 26@BrennerMichael
Step 6 – Editorial (CUSTOMER VALUE / NO PROMOTION)
Created a Business Innovation “Editorial Board”
• Marketing Program / Campaigns
• Solution Marketing / Product Management
• Customer References
• Thought Leadership / “Corporate Story” (About Us)
• Global Communications and Local PR
• Value Engineering
• Competitive Marketing Intelligence / Market Research
• Partner / Channels
• Regional Marketing
• Internal Bloggers
• External Influencers
27. © 2013 SAP AG. All rights reserved. 27@BrennerMichael
A Content Hub Run Like a Business
PAID Converged EARNED
Awareness Ads
Demand Gen extensions:
E-mail, digital assets, mailers
Paid social promotion: Via
Twitter, Linked-In, Facebook,
YouTube
Life
Business Innovation
SAP.com:
Sales Demo Tools Events
Social Communities:
- Twitter, Linked, facebook, G+
PR: Content promoted and
showcased via Press Releases
and PR initiatives
Publish stories
OWNED
28. © 2013 SAP AG. All rights reserved. 28@BrennerMichael
Organic & Social Traffic “Up and To The Right”
29. © 2013 SAP AG. All rights reserved. 29@BrennerMichael
Most Popular Articles (10X average Pageviews)
•Top 50 Influencers for each topic
•Top 10 Blog Sites for each topic
•Terms You Need To Know
•Myths…Busted
•10 Predictions for…
•What is…?
•The First Step to Success in…
•How To Get Ahead With…
30. © 2013 SAP AG. All rights reserved. 30@BrennerMichael
Business Innovation From SAP: What’s Next?
Help Our Customers Tell Their Stories
• Personalized Homepage
• More visual design
• More visual content ($$$)
• Focus on Subscribers
WIP
32. © 2013 SAP AG. All rights reserved. 32@BrennerMichael
Activating SAP Employees: Where to blog?
Business Innovation, Forbes, “SAP Community Network”
Where million of engaged
professionals discuss the
intersection of IT and business
strategy.
http://scn.sap.com/community/business-trends
Connecting SAP thought
leaders to the business
leaders on Forbes..
http://blogs.forbes.com/sap/
Earning an engaged audience
by answering customer
questions to help them
innovate and grow.
http://blogs.sap.com/innovation/
33. © 2013 SAP AG. All rights reserved. 33@BrennerMichael
Forbes “BrandVoice”: A Blogging Platform For Premium
Advertisers
34. © 2013 SAP AG. All rights reserved. 34@BrennerMichael
Business Insider: Future of Business Site Sponsorship
35. © 2013 SAP AG. All rights reserved. 35@BrennerMichael
NYTimes “Ricochet”: Wraps Ads Around Curated Content
36. Thank
you!
Michael Brenner
Vice President,
SAP Marketing & Content Strategy
Michael.Brenner@SAP.com
Connect with Me:
Slides available on:
Slideshare.net/MichaelBrenner
Marketing Blog:
B2B Marketing Insider
SAP Content Hub:
Business Innovation
Twitter:
@brennermichael