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#cmworld
Content Marketing: How to Transform Your
Organization/Culture for Content Success
Michael Brenner
SAP
@BrennerMichael • #cmworld
#cmworld
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
Me, Age 3
#cmworld
Me, 20 Pounds Years Ago
#cmworld
Today, We Are All Connected
#cmworld
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
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
We Are Boring Our Customers To Death
Blah. Blah. Blah.
I really wish
you would stop
talking about
yourself!
#cmworld
Because Our Content Does This…
#cmworld
Not This…
#cmworld
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
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”
#cmworld
Meets Buyers Where They Are
Source: http://news.cnet.com/8301-1023_3-57443686-93/mary-meeker-unveils-kpcbs-internet-trends-for-2012/
#cmworld
Do You Have A Plan For Mobile?
#cmworld
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
How Much “Early Stage” Search Traffic Do
We Get?
Later Stage Visitor:
• Searches for Product or
Brand-specific terms like
“SAP Software”
• 100s of searches / mo
Early Stage Visitor:
• Searches for Category- terms
like “what is cloud computing”
or “Business Intelligence”
• 100,000’s of searches / mo
#cmworld
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
#cmworld
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
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
Thank You!
Email:
michael.brenner@sap.com
Marketing Blog:
B2BMarketingInsider.com
Social News Site:
Business2Community.com
Twitter:
@brennermichael

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What is content marketing and why you need it

  • 1. #cmworld Content Marketing: How to Transform Your Organization/Culture for Content Success Michael Brenner SAP @BrennerMichael • #cmworld
  • 2. #cmworld 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.
  • 5. #cmworld Today, We Are All Connected
  • 6. #cmworld 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…
  • 7. #cmworld 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
  • 8. #cmworld We Are Boring Our Customers To Death Blah. Blah. Blah. I really wish you would stop talking about yourself!
  • 11. #cmworld 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
  • 12. #cmworld 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”
  • 13. #cmworld Meets Buyers Where They Are Source: http://news.cnet.com/8301-1023_3-57443686-93/mary-meeker-unveils-kpcbs-internet-trends-for-2012/
  • 14. #cmworld Do You Have A Plan For Mobile?
  • 15. #cmworld 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
  • 16. #cmworld How Much “Early Stage” Search Traffic Do We Get? Later Stage Visitor: • Searches for Product or Brand-specific terms like “SAP Software” • 100s of searches / mo Early Stage Visitor: • Searches for Category- terms like “what is cloud computing” or “Business Intelligence” • 100,000’s of searches / mo
  • 17. #cmworld 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
  • 18. #cmworld 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/
  • 19. #cmworld 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