8 Steps To Effective Content For Social Media - Newscred Webinar

8 Steps To Effective Social Content
Michael Brenner
SAP Vice President - Marketing & Content Strategy
@BrennerMichael

© 2013 SAP AG. All rights reserved. 2@BrennerMichael
Our Speakers
Shafqat Islam is the Co-Founder and Chief Executive Officer
of NewsCred, the world’s leading content marketing and syndication
platform. As CEO, Shafqat manages the strategic growth of the
company, pioneering a new content ecosystem for brands and
publishers.
Follow him: @shafqatislam or @newscred.
Michael Brenner is the VP of Global Marketing and Content Strategy
for SAP. Michael developed an award winning inbound marketing
content destination for SAP called Business Innovation. He is the
author of B2B Marketing Insider blog, a contributor on Forbes an a
frequent speaker at many industry events. Michael started his career
nearly 20 years ago in sales, followed by field, product and corporate
marketing positions at the Nielsen company. He then led marketing
for 2 companies prior to joining SAP.
Follow him: @BrennerMichael

Me, 20 pounds years ago
@BrennerMichael

Today we are all connected
@BrennerMichael

Content used to be easy . . . Today, YOU are the news!
50 years ago, Gallup released research that said delivering news
is the most effective way to attract people to your business…

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

@BrennerMicha

And Not Enough Like This…
@BrennerMichael

@BrennerMichael

While Content Is Exploding

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

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

Business Innovation
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
http://blogs.sap.com/innovation

Traffic and leads we
would’ve NEVER seen
• What content drives Unique
Visitors?
• How 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 and more…
Created An Infographic to Report on Goals:
Reach, Engagement AND Conversions
All language sites YTD through April 30, 2013

Organic & Social Traffic “Up and To The Right”

1. Listen first
2. Stop creating crap
3. Engage
4. Find your voice
5. Be helpful
6. Rhythm: 4-1-1 rule of social sharing
7. Reject excuses for not using certain channels
8. Be entertaining

1. Listen:
2 Ears, 1 Mouth

The buyer journey starts with a search . . .
Top Customer Terms:
• 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…?
Terms SAP Ranked For:
• What is SAP?
• SAP Software?
• SAP HANA?
• SAP ERP?
• SAP Business
Intelligence?
• SAP Crystal Reports™?

http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
2. Stop Creating…
@BrennerMichael

3. Engage:
Don’t Be That Guy
@BrennerMichael

Meet Lindsey @LindseyLaManna

4. Find Your Voice: It
Takes Practice
@BrennerMichael

Be Helpful
5. Always Be
Helpful!
@BrennerMichael

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…

6. Find Your
Rhythm: 4-1-1?
@BrennerMichael

Social Rhythm: Each Channel Has One
Facebook Twitter Google+ Linkedin

7. Reject Excuses To
Not Use Any Channel
@BrennerMichael

http://www.youtube.com/watch?feature=player_embedded&v=3pffeMdDSoY
8. If you can…
Be Entertaining
@BrennerMichael

1. Listen first
2. Stop creating crap
3. Engage
4. Find your voice
5. Be helpful
6. Rhythm: 4-1-1 rule of social sharing
7. Reject excuses for not using certain channels
8. Be entertaining

Questions?
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

8 Steps To Effective Content For Social Media - Newscred Webinar

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8 Steps To Effective Content For Social Media - Newscred Webinar