The Content Marketing Imperative

Content’s Role In The Future of MarketingMichael BrennerSAP - VP, Marketing & Content Strategy@BrennerMichael

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What Is Marketing?

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What’s Wrong With Our Content? It’s Too Much Like This…

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• 5,000 marketing messages per day

• 2/3 of U.S. on the “Do Not Call” list

• 86% of people skip television ads

• 44% of direct mail is never opened

• 90% of emails are never opened

• 99.5% of emails never clicked

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The average attention span has dropped from 12 seconds in 2000 to 8 seconds.

~ (Statistic Brain)

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The average attention span has dropped from 12 seconds in 2000 to 8 seconds.

The average attention span of a goldfish is 9 seconds.

~ (Statistic Brain)

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Buyer Journey Has Changed

Old World: Solution selling - Sales aligns solutions to buyer needs, positions vs. competition

The New World: Buyers decide what solutions they need. Then reach out to vendor for pricing.

Source: CEB

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60-70% of marketing content goes completely unused.

~ (Sirius Decisions)

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90% of the traffic on corporate websites comes from 10% of the content.

~ (InboundWriter)

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90% of the traffic on corporate websites comes from 10% of the content. 50% comes from just 0.5% of the content.

~ (InboundWriter)

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93% of B2B Marketers use content marketing.

~ (CMI / MarketingProfs)

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Only 42% of B2B marketers believe they are effective with content marketing.

~ (CMI / MarketingProfs)

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Emotional marketing messages are twice as effective as promotional ones.

~ (CEB)

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Click icon to add picture

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Click icon to add picture

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Today we are all connected

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The half-life of a piece of content shared on top social networks is 3 hours.

(Half-life is the amount of time it takes content to reach 50% of the clicks it will ever receive). Source: Bit.ly

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73% of people surveyed wouldn’t care if the brandsthey use disappeared from their life.

Source: Co.Exist

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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… ~ Peter F. Drucker

@BrennerMichael“Marketing is too important to be left to the marketing department.” ~ David Packard

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Our Story

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What Does SAP Do? (Wikipedia)Interesting? Is The Customer The Hero Of This Story?

SAP AG is a German multinational software corporation that makes enterprise software to manage business operations and customer relations. Headquartered in Walldorf, Baden-Württemberg, Germany, with regional offices around the world, SAP is the leader in the market of enterprise applications in terms of software and software-related service.[2]

The company's best-known software products are its enterprise resource planning application systems and management (SAP ERP), its enterprise data warehouse product – SAP Business Warehouse (SAP BW), SAP BusinessObjects software, and most recently, Sybase mobile products and in-memory computing appliance SAP HANA. SAP is one of the largest software companies in the world.

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SAP Content Addressed Mostly “Who is / Why SAP?”

Source: @MylesBristowe and CommCreative

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Where Did We Focus Content Production?Later-stage, Product-specific Content

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Get Shared(Social)

Get Leads(Conversion)

Get Found(SEO*) Content

Marketing

To Reach Our Audience We Need To Act Like Publishers

*search engine optimization

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Step 1: Create Content That Isn’t Boring

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Source: Ann Handleywww.annhandley.com

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Step 2: Build A Team

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Step 3: Define Key ObjetcivesBusiness Innovation:

Mission:To earn our audience’s attention by helping them grow their business, out-perform their competition and advance their careers.

http://blogs.sap.com/innovation

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Step 4: The Editorial StrategyA “Content Hub” to earn traffic instead of buying it NO PROMOTIONAL CONTENT

Daily, Social, Mobile

“Curated Authors”

Subtle Branding

Conversions To SAP.com / Solutions

Market examples: AMEX Open Forum, Adobe CMO.com and BCGPerspectives

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Traffic, engagement and leads we would have NEVER seen!

Recognized by Fast Company, Digiday, Content Marketing Institute, more…

Step 5: Report On Goals:Reach, Engagement AND Conversions

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Organic & Social Trending

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Step 6: Continuously Optimize For Conversion

OffersSubscriptions

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Most Popular Articles (10X average Pageviews)

• Top 50 Influencers / 10 Blog Sites

• Terms You Need To Know

• 10 Predictions For…

• What Is [Keyword]?

• Infographics

• Slideshares

• Videos@BrennerMichael

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We've created this resource to help you – whether you are a business leader, a social consumer, a millennial employee - to help drive transformational change within your corner of the world. Because no matter what you do, where you do it, how much experience you have or whatever industry you serve, the future of business will be created by you.

Click here to view all 99 Facts on The Future of Business.

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90% of all internet traffic in 2017 will be video.Source: Cisco

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Business Insider: Future of Business Site Sponsorship

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Business Insider: Future of Business Site Sponsorship

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Business Insider: Future of Business Site Sponsorship

The Future of Content Marketing?• Customer-Centric

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The Future of Content Marketing?• Customer-Centric• More Visual, Consumable, Snackable

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The Future of Content Marketing?• Customer-Centric• More Visual, Consumable, Snackable• Brand As Publisher, Newsroom• Brand + Publisher

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The Future of Content Marketing?• Customer-Centric• More Visual, Consumable, Snackable• Brand As Publisher• Brand + Publisher• Brand As Entertainer?

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Thank you!

Michael BrennerVice President, SAP Marketing & Content StrategyMichael.Brenner@SAP.com

Connect with Me:

Slides available on: Slideshare.net/MichaelBrenner

Marketing Blog:B2B Marketing Insider

SAP Content Hub:Business Innovation

Twitter:@brennermichael