The Content Marketing Imperative: The Role Of Content In The Future of Marketing The emergence of the digital, social and mobile web has dramatically changed the way we consume information and interact with brands. Successful brands are becoming publishers and storytellers by creating content that buyers want. Content marketing is more than a buzzword. Content marketing is an imperative for brands and the hottest trend in marketing because it is the biggest gap between what buyers want and what brands produce. In this slideshare, I present: • Why content marketing has emerged as a key trend in marketing • What approaches you should consider when building a content marketing practice and how to measure success • What are the emerging trends and predictions for the future of branded content marketing programs This slideshare was developed for executive marketers who are interested in learning why content marketing is one of the hottest buzzwords in marketing today and how you can take advantage of it to reach and attain new customers for your business.

1. The Content Marketing Imperative
Content’s Role In The Future of Marketing
Michael Brenner
SAP - VP, Marketing & Content Strategy
@BrennerMichael

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What Is Marketing?

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What’s Wrong With Our Content? It’s Too Much Like This…
@BrennerMichael
• 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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The average attention span has dropped
from 12 seconds in 2000 to 8 seconds.
~ (Statistic Brain)
@BrennerMichael

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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)
@BrennerMichael

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Buyer Journey Has Changed
Old World: Solution selling - Sales aligns solutions to buyer needs, positions vs. competition
The New World: Buyers decide what solutions they need. Then reach out to vendor for pricing.
Source: CEB

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60-70% of marketing content
goes completely unused.
~ (Sirius Decisions)
@BrennerMichael

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90% of the traffic on corporate
websites comes from 10% of the
content.
~ (InboundWriter)
@BrennerMichael

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90% of the traffic on corporate
websites comes from 10% of the
content. 50% comes from just
0.5% of the content.
~ (InboundWriter)
@BrennerMichael

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93% of B2B Marketers use
content marketing.
~ (CMI / MarketingProfs)
@BrennerMichael

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Only 42% of B2B marketers believe they
are effective with content marketing.
~ (CMI / MarketingProfs)
@BrennerMichael

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Emotional marketing messages are twice
as effective as promotional ones.
~ (CEB)
@BrennerMichael

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19. @BrennerMichael

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Today we are all connected
@BrennerMichael

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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
@BrennerMichael

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

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@BrennerMichael

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

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@BrennerMichael

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@BrennerMichael

30. Our Story

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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, Baden-
Württemberg, 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.
@BrennerMichael

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SAP Content Addressed Mostly “Who is / Why SAP?”
Source: @MylesBristowe and CommCreative
@BrennerMichael

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Where Did We Focus Content Production?
Later-stage, Product-specific Content

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Get Shared
(Social)
Get Leads
(Conversion)
Get Found
(SEO*) Content
Marketing
To Reach Our Audience We Need To Act Like Publishers
*search engine optimization
@BrennerMichael

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Step 1: Create Content That Isn’t Boring

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Source: Ann Handley
www.annhandley.com
@BrennerMichael
Step 2: Build A Team

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Step 3: Define Key Objetcives
Business Innovation:
Mission:
To earn our audience’s
attention by helping
them grow their
business, out-perform
their competition and
advance their careers.
http://blogs.sap.com/innovation
@BrennerMichael

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Step 4: The Editorial Strategy
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

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Traffic, engagement
and leads we would
have NEVER seen!
Recognized by Fast
Company, Digiday,
Content Marketing
Institute, more…
Step 5: Report On Goals:
Reach, Engagement AND Conversions

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Organic & Social Trending
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
UniqueVisitors

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Step 6: Continuously Optimize For Conversion
OffersSubscriptions

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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
@BrennerMichael

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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.

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

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Business Insider: Future of Business Site Sponsorship

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Business Insider: Future of Business Site Sponsorship

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Business Insider: Future of Business Site Sponsorship

49. The Future of Content Marketing?
• Customer-Centric
@BrennerMichael

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

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

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

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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