it’s time to act like a publisher

It’s Time To Act Like A Publisher Michael Brenner

SAP - VP, Marketing & Content Strategy

@BrennerMichael

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Most People Think

This is Marketing

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My family spent a day on a Times Square

billboard…I think my Klout score went down!

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Advertising + Marketing = Down

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Digital + Content = Up

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We have always told stories

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It’s really about emotion

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Life was easy when I was young

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Me, 20 pounds years ago

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Then the internet happened

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Today we are all connected

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Now we’re all telling stories

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

@BrennerMichael

• 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

And our marketing stinks

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73% of people surveyed wouldn’t care if the brands

they use disappeared from their life.

Source: Co.Exist

@BrennerMichael

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Our customer are bored

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@BrennerMichael

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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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And Not Enough Like This…

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We need to connect!

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We need to create great content

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And pour our fans a beer

Our Story

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The buyer journey starts with a search . . .

Customer Questions:

• What is real-time analytics?

• What is cloud computing?

• What is Big Data?

• What are mobile solutions?

• How are companies benefiting from … ?

• Who are the top vendors in … ?

• What does SAP sell?

10 - 1000X

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How Much “Early Stage” Search Traffic Do We Get?

Later Stage Visitor:

•100s of searches / mo

Early Stage Visitor:

•100,000’s of searches / mo

@BrennerMichael

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• 99.9% of our web traffic from visitors

who already know us or bought from

us.

• Less than 0.1% were net-new or

early-stage prospects

• Less than 10 keywords generated all

the early-stage search traffic

We Were Not Answering Our Customers Top Questions

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Get Shared (Social)

Get Leads (Conversion)

Get Found

(SEO*) Content

Marketing

Why Is Content Marketing Important?

*search engine optimization

@BrennerMichael

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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

@BrennerMichael

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Source: Ann Handley www.annhandley.com

@BrennerMichael

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Business Innovation

Mission

Statement:

To earn our audience’s

attention through

content that shows

business people how

technology and

innovation can help

them grow their

business, out-perform

their competition and

advance their careers.

http://blogs.sap.com/innovation

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Business Innovation A “Content Hub” to earn traffic instead of buying it

Deliver content our audience wants

NO PROMOTIONAL CONTENT

Daily, Social, Mobile

“Curated Authors:” 400 Contributors / 50% external

Subtle branding

Personalized Experience

Appropriate CTA to explore SAP solutions

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

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Business Innovation Site Objectives

Drive affinity for the

SAP brand

Answer Early-Stage buyers questions about

how technology and innovation drive growth Become a destination of business insights

Drive Business Results (subscribers / leads)

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Traffic, engagement and leads we would’ve

NEVER seen

• What content drives Unique Visitors?

• How much traffic from Social + Search?

• How much of our search traffic is non-branded or

using product terms?

• Are we showing true ROI?

Recognized for customer-centric content strategy by Fast

Company, Digiday, Content Marketing Institute, more…

Infographic to Report on Goals: Reach, Engagement AND Conversions

YTD through Sept, 2013

Always optimizing

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Organic & social traffic continues to grow

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Continuously Optimizing For Conversion

Appropriate Offers Focus on Subscriptions

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Most Popular Articles (10X average Pageviews)

• Top 50 Influencers / 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…

• Infographics

@BrennerMichael

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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

@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

@BrennerMichael

The Future of Content Marketing? • Customer-Centric

• More Visual, Consumable, Snackable

@BrennerMichael

The Future of Content Marketing? • Customer-Centric

• More Visual, Consumable, Snackable

• Brand As Publisher, Newsroom

• Brand + Publisher

@BrennerMichael

The Future of Content Marketing? • Customer-Centric

• More Visual, Consumable, Snackable

• Brand As Publisher

• Brand + Publisher

• Brand As Entertainer?

@BrennerMichael

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Thank

you! Michael Brenner Vice President,

SAP Marketing & Content Strategy

Michael.Brenner@SAP.com

Connect with Me:

Slides available on: Slideshare.net/MichaelBrenner

Marketing Blog:

B2B Marketing Insider

SAP Content Hub:

Business Innovation

Twitter:

@brennermichael