it's time to act like a publisher

“It’s Time to Act Like a Publisher”

Michael BrennerNovember 7, 2013

It’s Time To Act Like A PublisherMichael BrennerSAP - VP, Marketing & Content Strategy

@BrennerMichael

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Me, 20 pounds years ago

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Today we are all connected

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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

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

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

And Not Enough Like This…

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Our Story

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

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

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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

Get Shared(Social)

Get Leads(Conversion)

Get Found(SEO*) Content

Marketing

Why Is Content Marketing Important?

*search engine optimization

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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

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Source: Ann Handleywww.annhandley.com

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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

Business InnovationA “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

Business Innovation Site Objectives

Drive affinity for the SAP brand

Answer Early-Stage buyers questions about how technology and innovation drive growthBecome a destination of business insights

Drive Business Results (subscribers / leads)

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

Organic & social traffic continues to grow

4/8/124/19/12

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9/29/13

Continuously Optimizing For Conversion

Appropriate OffersFocus on Subscriptions

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

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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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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.

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

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Business Insider: Future of Business Site Sponsorship

The Future of Content Marketing?• Customer-Centric

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• More Visual, Consumable, Snackable

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• Brand As Publisher, Newsroom

• Brand + Publisher

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• 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

it's time to act like a publisher

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