Brenner
SAP - VP, Marketing & Content Strategy
@BrennerMichael
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The Content Marketing Imperative Content’s Role In The Future of Marketing презентация
Содержание
- 1. The Content Marketing Imperative Content’s Role In The Future of Marketing
- 2. @BrennerMichael What Is Marketing?
- 3. What’s Wrong With Our Content? It’s Too
- 4. The average attention span has dropped from
- 5. The average attention span has dropped from
- 6. Buyer Journey Has Changed Old World: Solution
- 7. 60-70% of marketing content goes completely unused. ~ (Sirius Decisions) @BrennerMichael
- 8. 90% of the traffic on corporate websites
- 9. 90% of the traffic on corporate websites
- 10. 93% of B2B Marketers use content marketing. ~ (CMI / MarketingProfs) @BrennerMichael
- 11. Only 42% of B2B marketers believe they
- 12. Emotional marketing messages are twice as effective as promotional ones. ~ (CEB) @BrennerMichael
- 16. @BrennerMichael
- 17. @BrennerMichael
- 18. @BrennerMichael
- 19. @BrennerMichael
- 21. Today we are all connected @BrennerMichael
- 22. The half-life of a piece of
- 24. 73% of people surveyed wouldn’t care
- 25. @BrennerMichael
- 26. @BrennerMichael
- 27. What is Marketing? “The aim of marketing
- 28. @BrennerMichael
- 29. @BrennerMichael
- 30. Our Story
- 31. What Does SAP Do? (Wikipedia) Interesting? Is
- 32. SAP Content Addressed Mostly “Who is / Why SAP?” Source: @MylesBristowe and CommCreative @BrennerMichael
- 33. Where Did We Focus Content Production? Later-stage, Product-specific Content
- 35. Get Shared (Social) Get Leads (Conversion) Get
- 36. Step 1: Create Content That Isn’t Boring
- 37. Source: Ann Handley www.annhandley.com @BrennerMichael Step 2: Build A Team
- 38. Step 3: Define Key Objetcives Business Innovation:
- 39. Step 4: The Editorial Strategy A “Content
- 40. Traffic, engagement and leads we would
- 41. Organic & Social Trending
- 42. Step 6: Continuously Optimize For Conversion Offers Subscriptions
- 43. Most Popular Articles (10X average Pageviews)
- 44. We've created this resource to
- 45. 90% of all internet traffic in 2017 will be video. Source: Cisco @BrennerMichael
- 46. Business Insider: Future of Business Site Sponsorship
- 47. Business Insider: Future of Business Site Sponsorship
- 48. Business Insider: Future of Business Site Sponsorship
- 49. The Future of Content Marketing? Customer-Centric @BrennerMichael
- 50. The Future of Content Marketing? Customer-Centric More Visual, Consumable, Snackable @BrennerMichael
- 51. The Future of Content Marketing? Customer-Centric
- 52. The Future of Content Marketing? Customer-Centric
- 53. Thank you! Michael
@BrennerMichael What Is Marketing?
Слайд 3What’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
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
Слайд 4The average attention span has dropped from 12 seconds in 2000
to 8 seconds. ~ (Statistic Brain)
@BrennerMichael
Слайд 5The 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)
The average attention span of a goldfish is 9 seconds.
~ (Statistic Brain)
@BrennerMichael
Слайд 6Buyer 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.
The New World: Buyers decide what solutions they need. Then reach out to vendor for pricing.
Source: CEB
Слайд 890% of the traffic on corporate websites comes from 10% of
the content.
~ (InboundWriter)
~ (InboundWriter)
@BrennerMichael
Слайд 990% of the traffic on corporate websites comes from 10% of
the content. 50% comes from just 0.5% of the content.
~ (InboundWriter)
~ (InboundWriter)
@BrennerMichael
Слайд 11Only 42% of B2B marketers believe they are effective with content
marketing.
~ (CMI / MarketingProfs)
~ (CMI / MarketingProfs)
@BrennerMichael
Слайд 12Emotional marketing messages are twice as effective as promotional ones.
~ (CEB)
@BrennerMichael
Слайд 22
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).
(Half-life is the amount of time it takes content to reach 50% of the clicks it will ever receive).
Source: Bit.ly
@BrennerMichael
Слайд 24
73% of people surveyed wouldn’t care if the brands
they use disappeared
from their life.
Source: Co.Exist
@BrennerMichael
Слайд 27What 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
Слайд 31What 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.
@BrennerMichael
Слайд 32SAP Content Addressed Mostly “Who is / Why SAP?”
Source: @MylesBristowe and
CommCreative
@BrennerMichael
Слайд 35Get Shared
(Social)
Get Leads
(Conversion)
Get Found
(SEO*)
Content Marketing
To Reach Our Audience We Need To
Act Like Publishers
*search engine optimization
@BrennerMichael
Слайд 38Step 3: Define Key Objetcives
Business 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
@BrennerMichael
Слайд 39Step 4: The Editorial Strategy A “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
Слайд 40
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
Слайд 43Most 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
Terms You Need To Know
10 Predictions For…
What Is [Keyword]?
Infographics
Slideshares
Videos
@BrennerMichael
Слайд 44
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.
Click here to view all 99 Facts on The Future of Business.
Слайд 50
The Future of Content Marketing?
Customer-Centric
More Visual, Consumable, Snackable
@BrennerMichael
Слайд 51
The Future of Content Marketing?
Customer-Centric
More Visual, Consumable, Snackable
Brand As Publisher, Newsroom
Brand
+ Publisher
@BrennerMichael
Слайд 52
The Future of Content Marketing?
Customer-Centric
More Visual, Consumable, Snackable
Brand As Publisher
Brand +
Publisher
Brand As Entertainer?
Brand As Entertainer?
@BrennerMichael
Слайд 53Thank
you!
Michael Brenner
Vice President,
SAP Marketing & Content
Strategy
Michael.Brenner@SAP.com
Connect with Me:
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
