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Howtocreatecontentthatconverts 131212075924-phpapp02
1.
How To Create
Content That Converts Michael Brenner SAP - VP, Marketing & Content Strategy @BrennerMichael
2.
Does Marketing =
Promotion? © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public @BrennerMichael2
3.
@BrennerMichael © 2013 SAP
AG or an SAP affiliate company. All rights reserved. Public 3
4.
Some Stats
5.
60% of the
buyer journey is complete before prospects reach out to vendors. ~ (CEB) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 5
6.
60-70% of B2B
marketing content goes unused ~ (Sirius Decisions) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 6
7.
10% of website’s
content drives 90% of the traffic. ~ (InboundWriter) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 7
8.
0.5% of a
website’s content drives more than 50% of its traffic. ~ (InboundWriter) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 8
9.
The average attention
span has dropped from 12 seconds in 2000 to 8 seconds. ~ (Statistic Brain) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 9
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) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 10
11.
93% of B2B
Marketers use content marketing. ~ (CMI / MarketingProfs) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 11
12.
Only 42% of
B2B marketers believe they are effective with content marketing. ~ (CMI / MarketingProfs) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 12
13.
Only 44% of
B2B Marketers have a documented content strategy. ~ (CMI / MarketingProfs) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 13
14.
Emotional marketing messages
are twice as effective as promotional ones. ~ (CEB) © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 14
15.
Interesting content is
a top reason that people follow brands on social media ~ Content+ © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 15
16.
Content marketing costs
62% less than traditional marketing and generates about 3 times as many leads. ~ Demand Metric © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 16
17.
Conversion rates for
brands using content marketing is 6 to 7x higher. ~ Aberdeen © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 17
18.
Context
19.
@BrennerMichael
20.
@BrennerMichael
21.
Today we are
all connected © 2013 SAP AG or an SAP affiliate company. All rights reserved. 21 Public @BrennerMichael
22.
© 2013 SAP
AG or an SAP affiliate company. All rights reserved. 22 Public @BrennerMichael
23.
© 2013 SAP
AG or an SAP affiliate company. All rights reserved. 23 Public @BrennerMichael
24.
Content on the
internet tripled between 2010 and 2013. Source: GoGlobe & Qmee © 2013 SAP AG or an SAP affiliate company. All rights reserved. @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 © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael 26
27.
@BrennerMichael © 2013 SAP
AG or an SAP affiliate company. All rights reserved. Public 27
28.
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 Public 30
31.
One Thing: Is
Your Content Mapped To Buying Stage? Source: @MylesBristowe and CommCreative © 2013 SAP AG or an SAP affiliate company. All rights reserved. @BrennerMichael Public 31
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 Public 32
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 33
34.
Source: Ann Handley www.annhandley.com ©
2013 SAP AG or an SAP affiliate company. All rights reserved. 34 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 Public 35
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 Public 36
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. Public 37
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… © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 38
39.
Organic & Social
Trending © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 39
40.
Continuously Optimizing For
Conversion Subscriptions © 2013 SAP AG or an SAP affiliate company. All rights reserved. Offers Public 40
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 41
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/ © 2013
SAP AG or an SAP affiliate company. All rights reserved. Public 46
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. Public 47
48.
90% of all
internet traffic in 2017 will be video. Source: Cisco © 2013 SAP AG or an SAP affiliate company. All rights reserved. @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 © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 50
51.
Business Insider: Future
of Business Site Sponsorship © 2013 SAP AG or an SAP affiliate company. All rights reserved. Public 51
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
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