Más contenido relacionado It's Time to Act Like a Publisher2. It’s Time To Act Like A Publisher
Michael Brenner
SAP - VP, Marketing & Content Strategy
@BrennerMichael
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10. Me, 20 pounds years ago
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11. Today we are all connected
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12. What’s Wrong With Our Content? It’s Too Much Like This…
• 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
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14. 73% of people surveyed wouldn’t care if the brands
they use disappeared from their life.
Source: Co.Exist
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17. 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
“Marketing is too important to be left to the
marketing department.”
~ David Packard
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18. And Not Enough Like This…
@BrennerMichael
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22. 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
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23. How Much “Early Stage” Search Traffic Do We Get?
Early Stage Visitor:
•100,000’s
of searches / mo
Later Stage Visitor:
•100s
of searches / mo
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24. We Were Not Answering Our Customers Top Questions
• 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
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25. Why Is Content Marketing Important?
Get Found
(SEO*)
Content
Marketing
Get Shared
(Social)
Get Leads
(Conversion)
*search engine optimization
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26. 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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29. Business Innovation
A “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
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30. Business Innovation Site Objectives
Become a destination of business insights
Answer Early-Stage buyers questions about
how technology and innovation drive growth
Drive affinity for the
SAP brand
Drive Business Results (subscribers / leads)
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31. Infographic to Report on Goals:
Reach, Engagement AND Conversions
Traffic, engagement and leads we would’ve
NEVER seen
• What
• How
content drives Unique Visitors?
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…
YTD through Sept, 2013
Always optimizing
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32. Organic & social traffic continues to grow
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33. Continuously Optimizing For Conversion
Focus on Subscriptions
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Appropriate Offers
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34. 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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35. 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
Source: Bit.ly
receive).
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36. 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.
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37. 90% of all internet traffic in 2017 will be video.
Source: Cisco
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38. Business Insider: Future of Business Site Sponsorship
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39. Business Insider: Future of Business Site Sponsorship
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40. Business Insider: Future of Business Site Sponsorship
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41. The Future of Content Marketing?
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Customer-Centric
@BrennerMichael
42. The Future of Content Marketing?
•
Customer-Centric
•
More Visual, Consumable, Snackable
@BrennerMichael
43. The Future of Content Marketing?
•
Customer-Centric
•
More Visual, Consumable, Snackable
•
Brand As Publisher, Newsroom
•
Brand + Publisher
@BrennerMichael
44. The Future of Content Marketing?
•
Customer-Centric
•
More Visual, Consumable, Snackable
•
Brand As Publisher
•
Brand + Publisher
•
Brand As Entertainer?
@BrennerMichael
Notas del editor Storytelling is old as we are. Social media allows us to tell stories in exciting and challenging new ways. And it’s not really about the stories, is it? It’s about the emotions. At this point, technology was the enabler… But now, it’ content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer is… Ignore banner ads They are looking for brands who don’t just perform what is expected, but who go the extra distance. Dave Grohl from Foo Fighters doesn’t just write the lyrics, sing the songs, play the guitar, he also pours his fans a beer. OK, so know you know why I believe that content marketing is the best way to reach new buyers in B2B. How we need to touch our buyers with content that is surprisingly informative and helpful. Let me tell you about the challenges we faced at SAP. I also did some analysis of search patterns in our solution areas and found that in almost every one of our product categories, the number of unbranded searches far outweighs the number of branded search. Think of this as a litmus test for brand affinity. It’s more than a measure of awareness but a measure of how well people act on awareness. Nope. Look at this. For every 1,000 visitors, we get one visitor to our website who didn’t already know us. This helped me tell the story to our senior execs that we are not answering our customers biggest questions and we are showing up quite late in the buying process.