1. How To Create Content That Converts
Michael Brenner
SAP - VP, Marketing & Content Strategy
@BrennerMichael

2. Does Marketing = Promotion?
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@BrennerMichael2

3. @BrennerMichael
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4. Some Stats

5. 60% of the buyer journey is complete
before prospects reach out to vendors.
~ (CEB)
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6. 60-70% of B2B marketing
content goes unused
~ (Sirius Decisions)
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7. 10% of website’s content drives 90%
of the traffic.
~ (InboundWriter)
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8. 0.5% of a website’s content drives
more than 50% of its traffic.
~ (InboundWriter)
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9. The average attention span has dropped
from 12 seconds in 2000 to 8 seconds.
~ (Statistic Brain)
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10. The 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)
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11. 93% of B2B Marketers use
content marketing.
~ (CMI / MarketingProfs)
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12. Only 42% of B2B marketers believe they
are effective with content marketing.
~ (CMI / MarketingProfs)
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13. Only 44% of B2B Marketers have a
documented content strategy.
~ (CMI / MarketingProfs)
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14. Emotional marketing messages are twice
as effective as promotional ones.
~ (CEB)
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15. Interesting content is a top reason that
people follow brands on social media
~ Content+
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16. Content marketing costs 62% less than
traditional marketing and generates
about 3 times as many leads.
~ Demand Metric
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17. Conversion rates for brands using
content marketing is 6 to 7x higher.
~ Aberdeen
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18. Context

19. @BrennerMichael

20. @BrennerMichael

21. Today we are all connected
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Public
@BrennerMichael

22. © 2013 SAP AG or an SAP affiliate company. All rights reserved.
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Public
@BrennerMichael

23. © 2013 SAP AG or an SAP affiliate company. All rights reserved.
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@BrennerMichael

24. Content on the internet tripled between 2010 and 2013.
Source: GoGlobe & Qmee
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@BrennerMichael 24

25. Social media sharing has doubled between 2011 and 2013.
Source: KPCB
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
@BrennerMichael 25

26. 73% of people surveyed wouldn’t care if the brands
they use disappeared from their life.
Source: Co.Exist
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@BrennerMichael 26

27. @BrennerMichael
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29. Our Story

30. What 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, BadenWürttemberg, 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.
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
@BrennerMichael
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31. One Thing: Is Your Content Mapped To Buying Stage?
Source: @MylesBristowe and CommCreative
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@BrennerMichael
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32. Why Is Content Marketing Important?
Get Found
(SEO*)
Content
Marketing
Get Shared
(Social)
Get Leads
(Conversion)
*search engine optimization
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
@BrennerMichael
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33. The Answer: Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesn’t Feel Like Marketing
•Created to show your unique perspective
•Curated to answer ALL your customer questions
•Syndicated to all the channels they use
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
@BrennerMichael Public
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34. Source: Ann Handley
www.annhandley.com
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
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Public
@BrennerMichael

35. Business Innovation
http://blogs.sap.com/innovation
Mission:
To earn our audience’s
attention by helping
them grow their
business, out-perform
their competition and
advance their careers.
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
@BrennerMichael
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36. Business Innovation Site Objectives
Become an authority
Drive Business Results
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
Reach Early-Stage buyers
Affinity for
the SAP
brand
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37. Business Innovation
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
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
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38. Infographic to Report on Goals:
Reach, Engagement AND Conversions
Traffic, engagement
and leads we would
have ve NEVER seen!
Recognized by Fast
Company, Digiday,
Content Marketing
Institute, more…
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39. Organic & Social Trending
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40. Continuously Optimizing For Conversion
Subscriptions
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Offers
Public
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41. Most 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
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
Public
@BrennerMichael
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42. The Future of Content Marketing?
•
Customer-Centric
@BrennerMichael

43. The Future of Content Marketing?
•
Customer-Centric
•
More Visual, Consumable, Snackable
@BrennerMichael

44. The half-life of a piece of content
shared on top social networks is 3 hours.
Source: Bit.ly
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
@BrennerMichael 44

45. The average US adult spends 141 minutes a day using
mobile devices.
Source: Advertising Age Mobile Fact Pack, 2013
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
@BrennerMichael 45

46. @BrennerMichael
Image Source/
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47. 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.
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
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48. 90% of all internet traffic in 2017 will be video.
Source: Cisco
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@BrennerMichael 48

49. The Future of Content Marketing?
•
Customer-Centric
•
More Visual, Consumable, Snackable
•
Brand As Publisher, Newsroom
•
Brand + Publisher
@BrennerMichael

50. Business Insider: Future of Business Site Sponsorship
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51. Business Insider: Future of Business Site Sponsorship
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52. The Future of Content Marketing?
•
Customer-Centric
•
More Visual, Consumable, Snackable
•
Brand As Publisher
•
Brand + Publisher
•
Brand As Entertainer?
@BrennerMichael

53. Slides available on:
Slideshare.net/MichaelBrenner
Thank
you!
Michael Brenner
Vice President,
SAP Marketing & Content Strategy
Michael.Brenner@SAP.com
Connect with Me:
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
Marketing Blog:
B2B Marketing Insider
SAP Content Hub:
Business Innovation
Twitter:
@brennermichael