6 Steps to Great Content
How to Raise the Interest of Your Audience
Michael Brenner
Senior Director
Integrated Marketing and Content Strategy
SAP

Inspirations
My Post 6 Steps To Great Content
Joe Pulizzi’s Good To Great Content Marketing
Hubspot’s Crush Your Competition With Inbound Marketing
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We all create content . . .
. . . and most of it is simply AWFUL.
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The buyer journey starts with a search . . .
• What is real-time analytics?
Search volume • What is cloud computing?
of early stage • What is Big Data?
keywords is 13X • What are mobile solutions?
that of branded • How are companies benefiting from
terms.* Cloud, mobile, in-memory, analytics?
• Who are the top vendors in
cloud, mobile, in-memory, analytics?
* Average for Enterprise Software categories. Results
may vary for different categories. Some #ENSW sub-
categories see much higher multiples. DO WE HAVE AN ANSWER?
© 2011 SAP AG. All rights reserved. 4

Content used to be easy . . . Today, 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…
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Why is most content so boring and AWFUL?
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Because most content does this…
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Good content is emotive, helpful, entertaining…
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The Challenge: Become Like a Publisher
Have the content our audience needs . . .
. . . distributed in the channels they use.
Created, Curated and Syndicated content to create conversations
• For each buyer journey stage
• For all “personas” that influence the buying process at each stage
• For all their media channels
Is the content you produce, deliver or use focus on the audience?
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My View on Joe’s 6 Characteristics…
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6 Steps To Content That Isn’t Boring
1.
platform or content destination
Have a focused mission,
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Business Innovation from SAP (launched 27 March)
To become a destination of business innovation insights ... through education
and information on how companies can Run Better though innovation.
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Business Innovation from SAP
What makes it different?
1. No selling / promotional content
2. Mix of Traditional and Dynamic content
 3rd Party Analyst whitepapers
 Blog “conversations”
 News feeds from trusted sources
3. Social sharing prominent
4. Subtle branding and “call to action”
to explore SAP
5. Landing Page for SAP’s new EN: blogs.sap.com/innovation
Advertising campaign DE: blogs.sap.com/germany (launching in 2 weeks)
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6 Steps To Content That Isn’t Boring
2.
or media markets
Opening up new content
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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
• 1.5M visitors per months
• “Largest source of new card members”
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6 Steps To Content That Isn’t Boring
3. Chief Storyteller
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The role of storytelling (my take)
Get Found Get Shared
(SEO*) (Social)
STORYTELLING
Get Leads
(Conversion)
*search engine optimization
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Bad time for print media. Good time for journalists!
• Content strategy is much more than marketing.
• It reaches across all areas of the business.
• It requires support from customers, partners, employee-experts
• Seeks content that gets shared, created and enhanced by readers
• example: Julie Roehm, SAP, SVP, Customer Storyteller
• example: Bob Evans, SAP (former Chief Editor, InformationWeek)
© 2011 SAP AG. All rights reserved. 18

6 Steps To Content That Isn’t Boring
4.
content creation
Leveraging employees in
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SAP Forbes AdVoice
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The Rise of The Employee Evangelist
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6 Steps To Content That Isn’t Boring
5.
from the story
Removing the brand
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Example: Adobe’s CMO.com
•News,
research, blogs, articles and
commentary
•Targeting CMOs
•Very subtle branding
•Limited personalization
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6 Steps To Content That Isn’t Boring
6.
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Build Community
24

Example:
The SAP Community Network: 2.5 Million Members
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Community: The only way to achieve scale
1,200,000 30,000
230+
unique individual visitors each month new members per month
Countries & territories
3,000+
discussion posts per day 9,200
active bloggers
375+
discussion topics
272,000
9,300,000 345
total messages blogs per month
total contributors
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So . . . What Can You Do?
1. Get Social
2. Start Blogging
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The Personal Brand Continuum –
We all have a story to tell!
B2B Marketing Insider is dedicated to sharing marketing tips Timo Elliott is a 20-year veteran of SAP His popular Business
that drive real results like sales, leads, and higher customer Analytics blog tracks innovation in analytics and social media,
loyalty, focusing on topics such as lead generation, search including topics such as augmented corporate reality, collaborative
marketing, online media, and social strategies. decision-making, and social network analysis.
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Tips for personal branding success
• Define audience and set objectives
• Why are you talking?
• Who are you talking to?
• What’s in it for them / you?
• Build it in to every day
• Scan, filter, read, connect, write, respond
• Social media success = minutes per day
• Have a goal: 2 blogs per week Tues / Thursday
• Build relationships of mutual benefit
• Retweet me, I might ReTweet you!
• The new content rules
• If it isn’t a keyword, no one cares
• Titles matter
• Bullets help
• Tell stories: Hero, a quest, a journey, an obstacle and a resolution
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Thank You for Your Attention!
Email: michael.brenner@sap.com
My Blog: B2B Marketing Insider
SAP: Business Innovation
Social News: Business 2 Community
Twitter: @brennermichael
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