More Related Content Similar to Content Marketing: Moving From the 'Why?' to the 'How?' (20) More from Michael Brenner (19) Content Marketing: Moving From the 'Why?' to the 'How?'2. © 2011 SAP AG. All rights reserved. @BrennerMichael
2
3. © 2011 SAP AG. All rights reserved. @BrennerMichael
3
4. Me, 20 pounds years ago
© 2011 SAP AG. All rights reserved. @BrennerMichael
4
5. Today we are all connected
© 2011 SAP AG. All rights reserved. @BrennerMichael
5
6. © 2011 SAP AG. All rights reserved. @BrennerMichael
6
7. 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
9. © 2011 SAP AG. All rights reserved. @BrennerMichael
9
10. 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
11. What’s Wrong With Our Content? It’s Too Much Like This…
© 2011 SAP AG. All rights reserved. @BrennerMichael
11
12. And Not Enough Like This…
© 2011 SAP AG. All rights reserved. @BrennerMichael
12
13. 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
14. 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
15. Why Is Content Marketing Important?
Get Found Get Shared
(SEO*) (Social)
Effective
Content
Get Leads
(Conversion)
*search engine optimization
© 2011 SAP AG. All rights reserved. @BrennerMichael 15
16. 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
17. 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
18. 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
19. 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
20. 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
21. 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
23. Thank You!
Email:
michael.brenner@sap.com
Marketing Blog:
B2BMarketingInsider.com
Social News Site:
Business2Community.com
Twitter:
@brennermichael
© 2011 SAP AG. All rights reserved. 23
Editor's Notes At this point, technology was the enabler… But now, it’ content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer is…