Case Study: Moving From The 'Why?' To The 'How?' A look Inside SAP’s Strategy to Becoming a Trusted Source

Content Marketing:
Why & How To Build Your Content Hub
Michael Brenner
Vice President Marketing & Content Strategy @SAP
@BrennerMichael

©  2013 SAP AG. All rights reserved. 8@BrennerMichael
Me, 20 pounds years ago
@BrennerMichael

Today we are all connected
@BrennerMichael

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…
~Milan Kundera
… The aim of marketing is to
make selling superfluous.”
~ Peter F. Drucker
“Marketing is too important to be
left to the marketing department.”
~ David Packard

@BrennerMicha

Consumers
are
bombarded
with

5,000
marke5ng
messages
per
day

2/3
of
US
on
the
“Do
Not
Call”
list

86%
of
people
skip
television
ads

44%
of
direct
mail
is
never
opened

99.9%
of
banners
never
clicked

90%
of
emails
are
never
opened

and
99.5%
don’t
get
a
single
click

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

And Not Enough Like This…
@BrennerMichael

@BrennerMichael

What is a Content Strategy?
•  Delivering the content your audience needs, in all the
places they go (by persona, buyer stage, channel, type)
•  Managing content as an asset with an ROI
•  Thinking and Acting like a publisher (like a business)

Social Media
(Get Shared)
Lead
Generation
(Get Leads)
Search Engine
Optimization
(Get Found)
STORYTELLING
Why Is Content Marketing Important?
From: Joe Pulizzi, Content Marketing Institute

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 … ?
3000 X
-2 X
1000 X
17 X
28 X
40 X
-2 X
7 X
24 X
13 X

How Much “Early Stage” Search Traffic Do We Get?
Later Stage Visitor:
Asks “SAP Software”
•  100s of searches / mo
Early Stage Visitor:
Asks “What is Big Data?”
100,000’s of searches / month

• 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

Business Innovation (launched March 27, 2012)
A “Content Hub” to earn traffic instead of buying it
§ Design: “Subtly” Branded
§ Target: Business Execs+
§ Stage: Early- to Mid-stage
§ Editorial: Keyword-driven
§ Content:
§ No Budget
§ 100s of authors (“Author Curation”)
§ ~50% external
§ CTA: Subscribe, Offers, Explore
§  Market examples: AMEX Open Forum, CMO.com, BCGPerspectives, AT&T Networking Exchange

Created a Business Innovation “Editorial Board”
• Marketing Program / Campaigns
• Solution Marketing / Product Management
• Customer References
• Thought Leadership / “Corporate Story” (About Us)
• Global Communications and Local PR
• Value Engineering
• Competitive Marketing Intelligence / Market Research
• Partner / Channels
• Regional Marketing
• Internal Bloggers
• External Influencers

Other People’s Content (OPC) - Content Curation
•  Google Alerts for topics
•  Research Reports
•  Studies
•  Whitepapers
•  From any source:
•  Analysts
•  Competitors
•  Consultants
•  Assign to “volunteers”
•  ALWAYS attribute source!

• Traffic, connections and leads
we would’ve NEVER seen
• 2000+ articles published
(1+ / topic, 12-15 / day)
• 100s inbound links, up to
• 50% traffic from Social,
Search and Direct
• 83% search terms are Non-
branded or product terms
• 100s of Registrations, Chats,
Calls, visits to Store and
solution pages on SAP.com
Created An Infographic to Report on Goals:
Reach, Engagement AND Conversions

Organic & Social Traffic “Up and To The Right”

Most Popular Articles (10X average Pageviews)
• Top 50 Influencers for each topic
• Top 10 Blog Sites for each topic
• Terms You Need To Know
• Myths…Busted
• 10 Predictions for…
• What is…?
• The First Step to Success in…
• How To Get Ahead With…

Business Innovation From SAP: What’s Next?
Help Our Customers Tell Their Stories
•  Adding “Our Stories”
•  Dynamic Homepage experience!
•  More visual (more $$$)
•  Focus on Subscribers
•  Curated, native, FULL LENGTH
content licensed from 3rd Parties

Activating SAP Employees: Where to blog?
Business Innovation, Forbes, “SAP Community Network”
Where million of engaged
professionals discuss the
intersection of IT and business
strategy.
http://scn.sap.com/community/business-trends
Connecting SAP thought
leaders to the business
leaders on Forbes..
http://blogs.forbes.com/sap/
Earning an engaged audience
by answering customer
questions to help them
innovate and grow.
http://blogs.sap.com/innovation/

Paid, Owned, and Earned + Converged Examples
Paid Owned Earned Converged
Orchestrates POE to
maximize pull activity

A Content Hub Run Like a Business
PAID Converged EARNED
Awareness Ads
Demand Gen extensions:
E-mail, digital assets, mailers
Paid social promotion: Via
Twitter, Linked-In, Facebook,
YouTube
Life
Business Innovation
SAP.com:
Sales Demo Tools Events
Social Communities:
- Twitter, Linked, facebook, G+
PR: Content promoted and
showcased via Press Releases
and PR initiatives
Publish stories
OWNED

Forbes “BrandVoice”: A Blogging Platform For Premium
Advertisers

Business Insider: Future of Business Site Sponsorship

NYTimes “Ricochet”: Wraps Ads Around Curated Content

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

Case Study: Moving From The 'Why?' To The 'How?' A look Inside SAP’s Strategy to Becoming a Trusted Source

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a Case Study: Moving From The 'Why?' To The 'How?' A look Inside SAP’s Strategy to Becoming a Trusted Source

Similar a Case Study: Moving From The 'Why?' To The 'How?' A look Inside SAP’s Strategy to Becoming a Trusted Source (20)

Más de G3 Communications

Más de G3 Communications (20)

Último

Último (20)

Case Study: Moving From The 'Why?' To The 'How?' A look Inside SAP’s Strategy to Becoming a Trusted Source