Content Marketing: Moving From the 'Why?' to the 'How?'

Content Marketing: Moving From The “Why?” To the “How?” Michael Brenner, Senior Director, Integrated Marketing & Content Strategy @BrennerMichael

Marketing is Hard! Your Marketing Sucks • Consumers are bombarded with 2,000 – 5,000 marketing messages per day • Two-thirds of 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 © 2011 SAP AG. All rights reserved. @BrennerMichael 7

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 © 2011 SAP AG. All rights reserved. @BrennerMichael 10

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 © 2011 SAP AG. All rights reserved. @BrennerMichael 13

Less than 0.1% from non-product or brand- related keywords • “SAP Software” vs. “What is cloud computing?” Less than 10 keywords generated all the early- stage search • Those keywords all represented solutions we already have some brand awareness for © 2011 SAP AG. All rights reserved. @BrennerMichael 14

The Answer: Think And Act Like A Publisher Content Strategy: Get the content your audience needs… … delivered in all the places they go • For each persona • For each stage of the buyer journey • For all media channels • Requires created, curated and syndicated content © 2011 SAP AG. All rights reserved. @BrennerMichael 16

Business Innovation (launched March 27) Goal: To earn relationships instead of buying them To become a destination of business innovation insights through education and information on how to innovate against today’s top business challenges to gain a competitive advantage  Deliver the content our audience wants  Educational NOT promotional  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 SEEN!  Market examples: AMEX Open Forum, Adobe CMO.com, IBM InfoBoom and BCGPerspectives © 2011 SAP AG. All rights reserved. @BrennerMichael 17

The Buyer Journey Starts With A Search Question . . . • What is real-time analytics? • What is cloud computing? • What is Big Data? • What are mobile solutions? • How are companies benefiting from Cloud, mobile, in-memory, analytics? • Who are the top vendors in cloud, mobile, in-memory, analytics? DO WE HAVE AN ANSWER? © 2011 SAP AG. All rights reserved. @BrennerMichael 18

Some Numbers • Over 200 contributors from 30 feeds (75% from external sources) • 1000+ articles published (avg. 8 / day) • 268K visits, 236K unique visitors, 395K+ pageviews, 4.1 mins per visit! • 100s inbound links, 10% traffic is from social sharing • 15%conversion to SAP.com, more than 127 registrations, 334 clicks on “buy now”, call or chat. • Mobile (30%), Cloud (25%), In-Memory (25%) and Analytics (20%) © 2011 SAP AG. All rights reserved. @BrennerMichael 19

Most Popular Articles (10X average Pageviews) •Top 50 Influencers •Top 10 Blog Sites •Terms You Need To Know •Myths…Busted •10 Predictions for… •What is…? •The First Step to Success in… •How To Get Ahead With… © 2011 SAP AG. All rights reserved. @BrennerMichael 20

Key Challenges / Recommendations 1. Audience-based content  “Social-first” content supply chain 2. Scale  We need content / channel strategy, evangelists, curators, creators 3. Gating  Training and Education 4. Lack of external voices  Curation Strategy: influencers, partners, media 5. Metrics for success  % of early stage search traffic, engagement, conversion 6. Offers  No “master” offer strategy that have broad early-stage appeal 7. Syndication  Need to get this content out there (ie - Outbrain) © 2011 SAP AG. All rights reserved. @BrennerMichael 21

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