PowerPoint Presentation

Michael BrennerNewsCred Head of StrategyB2B Marketing Insider@BrennerMichaelCONTENT AND THE FUTUREOF B2B MARKETING

JUST 3 THINGSTHE WORLD HAS CHANGED.

MOST CONTENT STINKS.

ATTRACT PEOPLE THROUGH STORIES THEY LOVE.#THINKCONTENTespecially in b2b@BrennerMichael

THE FIRST TV AD - 1941#THINKCONTENT@BrennerMichael

@BrennerMichaelCAMEL AD - 1950

@BrennerMichael

Content Marketing is all

the marketing thats left!Seth Godin, 2008@BrennerMichael

Apple - 1984@BrennerMichaelAPPLE 1984

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P&G Thank You Mom - 2014

@BrennerMichael

This is me at age 3. Its 1974 and the ways that marketers used to reach their buyers was relatively simple. TV, radio, print, billboards. With the right Madison avenue agency and a decent size budget, any brand could reach their audience. But in 1974 something really important happened. The first barcode was scanned at a Marsh supermarket in Troy Ohio. It was a pak of Wrigley Juicy Fruit gum. In many ways, this started the beginning of the information age when brands could begin to understand the 4Ps: which place their products sold at what price and on what level of promotion. For me, this was also a big event. Both Marsh supermarkets and Wrigley gum would become clients of mine when I went to work at Nielsen selling and marketing scanner data.10

Me, 20 pounds years ago

#THINKCONTENT@BrennerMichael

This is me 20 pounds, I mean 20 years ago, at College Graduation. I went to school to study business but then changed my major to English Lit because I was fascinated by the art of storytelling. I still wanted to follow my career ambitions by working in the business field but felt even then that communications was the key to business success. Its 1994 and a company named Mosaic changed its name to Netscape and released the first web browser. At this time, there were 1,000 connected computers in the early world wide web. In just a few short years, that number went from millions to the billions of connected devices we have today. 11

Today we are all connected

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Fast forward to today. And its content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer iswe have each become our own network hubs.12

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These are my children. The oldest there in the middle is Linkedin, to the left is my other daughter Facebook. To the right is my son Twitter and my youngest is G+. Arent they cute. Im so proud of them. They have literally and drastically changed my world in just a few short years.13

4.75 billionPIECE OF CONTENT ARE SHARED

1.8 billionPHOTOS ARE UPLOADED AND SHARED

500 millionTWEETS ARE POSTED

700 millionSNAPCHATS ARE SENT

THOUSANDS OF MARKETING MESSAGES@BrennerMichael

Weve all asked the question, why content marketing?

To set the stage, theres been a fundamental shift in the way we as consumers consume and share content. Momentous amount of content being created, consumed and shared. An amazing amount of content, the real question is how does a brand stand apart?14

WHAT IS GOING ON?@BrennerMichael

WE TUNEOUT THE NOISE.@BrennerMichael

Ant that can be your brand16

Less likely to click on a banner than

@BrennerMichael

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60-70% OF MARKETING CONTENT GOES COMPLETELY UNUSED*Sirius Decisions@BrennerMichael

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BEHIND EVERY PIECE OF BAD CONTENT IS AN EXECUTIVE WHO ASKED FOR IT.TWEET THIS!

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73% OF PEOPLE SURVEYED WOULDNT CARE IF THE BRANDS THEY USE DISAPPEARED FROM THEIR LIFE.*Co.Exist@BrennerMichael

Content today must compete with pictures of babies and kittens.@BrennerMichael

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@BrennerMichael

OF MILLENNIALS SAID THAT A COMPELLING ADVERTISEMENT WOULD MAKE THEM TRUST A BRAND MORE. 1%*Forbes/Elite Daily study, Jan. 2015.@BrennerMichael

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@BrennerMichael@BrennerMichael

BEHIND EVERY TWEET, SHARE,AND PURCHASE IS A PERSON,LIKE YOU AND ME.@BrennerMichael

For you, its a customer behind every one of those content interactions. We need to keep in mind theres a person, not an undefined entity of customers.28

@BrennerMichael

The secret to content marketing is that its not that hard. There are obstacles, but what were going to do is give you our secrets and let you know whats worked for other brands to drive a content marketing strategy.29

THE BUYER JOURNEY IS NOTHING MORE THAN A SERIES OF QUESTIONS THAT MUST BE ANSWERED.

The secret, content marketing is relatively simple. The buyer journey is just a series of question to be answered and we as brands have a role to play. Its simply to answer the customer questions.30

REACH AND ENGAGE THE RIGHT PEOPLEEARLY-STAGE SEARCHESMIDDLE-STAGEBRAND SEARCHESSEARCH / SOCIAL VOLUME

WHAT IS CONTENT MARKETING?(10-3000 X)HOW TO BE EFFECTIVE WITH CONTENT MARKETING?(2-10 X)WHO IS THE BEST CONTENT MARKETING PROVIDER?

@BrennerMichael

AWARENESSCONSIDERATIONPREFERENCEONLINE COMMUNITIESSEARCH ENGINESEBOOKSEMAIL NEWSLETTERSEDITORIAL ARTICLESWHITE PAPERSPODCASTSCASE STUDIESONLINE VIDEOSWEBCASTSVIRTUAL TRADE SHOWSPRODUCT LITERATURETRIAL SOFTWAREONLINE VENDOR DEMOS

Begindecision processMakedecisionIdentify business problem

Establish requirements/ build RFPAlign IT with business objectivesExplore technology optionsResearch solutionsDetermine solution strategyAssess ROIResearch products/ vendorsBuild short list@BrennerMichael

A more complex view, content marketing explained on a page. What types of different content we consume at different parts of the buyer journey.

Awareness, were wanting to learn, get our questions answered and read thought leadership.

Consideration, we want more types of content.

By Preference, theres less thought leadership and learning, and more about what makes your brand different.

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TAKE YOUR BRAND OUT OF THE STORY. . . . . .MAKE YOUR CUSTOMERS THE HERO.ANN HANDLEY

BUSINESS INSTINCTCONTENTMARKETINGWHAT BUSINESSES PRODUCEWHATCUSTOMERSWANTCHARITYEMPATHY

@BrennerMichael

As a brand, our natural instinct is to talk about ourselves. Customers are asking questions, they want to be informed and entertained, but we cant just do that because thats just charity.

So the way we balance is make your customers the hero of the story.

Take your brand out. How do you do that? You solve their problems at every stage of the journey.33

Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action.Content Marketing Institute

Not advertising or PR

It is continuous, not campaign-based

Customer, not brand-focused

Owned media = An Asset for your business with LTV and ROICONTENT MARKETING DEFINED

@BrennerMichael

The formal definition of content marketing.

NOT advertising or PR important

About helping your customers answer those questions in the journey theyre taking

Owned media its specifically content that lives on a brand owned media.34

PUBLISH ON YOUR OWN CONTENT HUB.

@BrennerMichael

DONT BUILD YOUR HOUSE ON RENTED LAND.

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THE PROMISE OF CONTENT MARKETING:

@BrennerMichaelTO EARN YOUR AUDIENCE VERSUS BUYING IT!

WE NEED TO STOP INTERRUPTING WHAT PEOPLE ARE INTERESTED IN AND BE WHAT PEOPLE ARE INTERESTED IN.Craig Davis

@BrennerMichael

Core components the way we need to think. We need to think different. 38

HOW BRANDS CAN BECOME CONSUMED WITH THEIR STORY, NOT THEIR CUSTOMERS.UNIQUE POINT OF VIEW TRAP

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IF YOU GIVE A GOOD IDEA TO A MEDIOCRE TEAM, THEY WILL SCREW IT UP.

IF YOU GIVE A MEDIOCRE IDEA TO A BRILLIANT TEAM, THEY WILL EITHER FIX IT OR THROW IT AWAY AND COME UP WITH SOMETHING BETTER.

@BrennerMichael

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BRANDS NEED TO TAKE THE PHRASE ACTING LIKE A PUBLISHER LITERALLY.Dietrich MateschitzFounder + CEO, Red Bull

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Old wayBrand-ledAd campaignsDemographicsNew way

CUSTOMER-DRIVENCONTINUOUS CONTENTPEOPLE

B2B MARKETERS ARE TAKING A NEW APPROACH.

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THE FUTURE OF CONTENT MARKETING IS INFORMATIVE

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@BrennerMichaelCLUSTERBRAND?TOTAL MONTHLY SEARCHES (EST.)AnalyticsBrand4583000xAnalyticsNon-Brand1,520,761CloudBrand3981000xCloudNon-Brand578,460DataBrand28,88417xDataNon-Brand470,967MobilityBrand12,48828xMobilityNon-Brand345,598BIBrand532,486-2xBINon-Brand277,156CRM/SalesBrand156,02840xCRM/SalesNon-Brand6,313,329ERPBrand777,092-2xERPNon-Brand324,595HCMBrand55,5367xHCMNon-Brand379,954Accounting. FinanceBrand30,49724xAccounting. FinanceNon-Brand720,493TOTALBrand1,688,88313xTOTALNon-Brand13,616,715

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Were any of these early-stage prospects finding us?

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Business Innovation (launched March 27, 2012)A Content Hub to earn traffic instead of buying itTo help business pros see how technology drives innovation.To reach and convert leads we would have never seen!

http://blogs.sap.com/innovation

Organizationally, content is a complex problem to solve. So we teamed up with the SAP.com team, the SAP Newsroom (Global Communications) and the advertising and branding team who had been spending money every year or so building advertising landing pages that had no organic or social sharing and were discarded as each campaign ended. We built Business Innovation. Our mission was to deliver on the promise of Pull Marketing, to become a destination of business insights for early-stage buyers. We wanted to earn traffic instead of buying it. And for those visitors who came from paid advertising, we wanted to provide a learning experience that was consistent with our brand image. The hope was that they would like and share the content with their connections, thus achieving the benefits of an integrated paid, owned and earned media strategy. 51

THE FUTURE OF CONTENT MARKETING IS PROVEN ROI

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CONTENT MARKETING ROI IS 4X OUR TRADITIONAL MARKETING SPEND. Julie FleischerSr. Director, Kraft Foods

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WE SHIFTED INVESTMENT FROMADVERTISING TO CONTENT MARKETING SO WE COULD SHOUT LOUDER THAN WE SPEND.Beth ComstockCMO, GE

@BrennerMichael

CapGemini Content-Loop.comLicensed content on Linked Sponsored updates

Drives to branded Content Loop

Offers to deeper content

Recommendations to connect with experts

Results:~1M visitors / year+ 3K new LinkedIn followers / week+ High Quality Leads+ Sales / ROI

AMEX OpenForum

Mission: Help Small Businesses Do More Business.

Approach: Publish every day, influencers and community.

Outcome: The largest source of inbound leads.

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Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.

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THE FUTURE OF CONTENT MARKETING ISVISUAL

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THE FUTURE OF CONTENT MARKETING ISFUN

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THE FUTURE OF CONTENT MARKETING ISFUNNY

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Woo Woo? How Is Your Marketing Performing?

THE FUTURE OF CONTENT MARKETING ISENTERTAINING

@BrennerMichael

EXAMPLES OF BRAND ENTERTAINMENT

@BrennerMichael

@BrennerMichael20 AMAZING EXAMPLES OF BRAND CONTENT MARKETING HUBS

We Try To Win The Internet Everyday

Bryan Rhoades ~ Head of Content,Intel@BrennerMichael

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HOW TO RANK FOR SEO?VOLUMENumber of posts on the topic

VALUEThe best answer on the internet

VARIETYText, images, video, slides

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Content Atomization Starts With An Idea

@BrennerMichael

Turn Exec Presentations Into Slideshare

Summarise the best parts of [bad?] videos

Email experts

Profile customers

Ask influencers

Create What is, Why You Should, and How To, 8 Steps To Success In . . . [Topic]

What [Hot Topic] Means for [Your Issue]:

What the Scottish Referendum Can Teach Us About RiskMy Favorite Content Hacks@BrennerMichael

@BrennerMichael3 Tips For Killer B2B Content:

Stop Promoting. Create for real people.

Be the best answer on the internet.

Act like a human. Maybe even funny.

Your audience wants stories.

Will you give it to them?

@BrennerMichael