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Content Marketing: How to Transform Your Organization/Culture for Content Success

Michael BrennerSAP

@BrennerMichael • #cmworld

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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.

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Me, Age 3

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Me, 20 Pounds Years Ago

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Today, We Are All Connected

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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…

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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

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We Are Boring Our Customers To Death

Blah. Blah. Blah.I really wish

you would stop talking about

yourself!

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Because Our Content Does This…

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Not This…

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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

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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• 1M visitors per months• “Largest source of new card members”

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Meets Buyers Where They Are

Source: http://news.cnet.com/8301-1023_3-57443686-93/mary-meeker-unveils-kpcbs-internet-trends-for-2012/

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Do You Have A Plan For Mobile?

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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

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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

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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

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Business Innovation from SAPTo 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/

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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

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Thank You!

Email:michael.brenner@sap.com

Marketing Blog:B2BMarketingInsider.com

Social News Site:Business2Community.com

Twitter:@brennermichael