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8 Steps To Build Your Content Marketing Hub

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Michael Brenner
Michael Brenner

From #ConfabMN the content strategy conference, this presentation details the 8 simple steps to a content marketing program that will deliver business results, social media success and help your thought leaders grow their personal brands or achieve social selling objectives.

Business
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8 Steps To Build Your Content Hub Michael Brenner Vice President Marketing & Content Strategy @SAP @BrennerMichael
My Story (Briefly)
© 2013 SAP AG. All rights reserved. 5@BrennerMichael@BrennerMichael
© 2013 SAP AG. All rights reserved. 6@BrennerMichael@BrennerMichael
© 2013 SAP AG. All rights reserved. 7@BrennerMichael Me, 20 pounds years ago @BrennerMichael
© 2013 SAP AG. All rights reserved. 8@BrennerMichael Today we are all connected @BrennerMichael
© 2013 SAP AG. All rights reserved. 9@BrennerMichael What’s Wrong With Our Content? It’s Too Much Like This… @BrennerMichael
© 2013 SAP AG. All rights reserved. 10@BrennerMichael@BrennerMichael
© 2013 SAP AG. All rights reserved. 12@BrennerMichael @BrennerMichael
© 2013 SAP AG. All rights reserved. 13@BrennerMichael
© 2013 SAP AG. All rights reserved. 14@BrennerMichael 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… ~Milan Kundera … The aim of marketing is to make selling superfluous.” ~ Peter F. Drucker “Marketing is too important to be left to the marketing department.” ~ David Packard
© 2013 SAP AG. All rights reserved. 15@BrennerMichael And Not Enough Like This… @BrennerMichael
© 2013 SAP AG. All rights reserved. 16@BrennerMichael @BrennerMichael
Our Story
© 2013 SAP AG. All rights reserved. 18@BrennerMichael What is a Content Strategy? • Delivering the content your audience needs, in all the places they go (by persona, buyer stage, channel, type) • Managing content as an asset with an ROI • Thinking and Acting like a publisher (like a business)
© 2013 SAP AG. All rights reserved. 19@BrennerMichael 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
© 2013 SAP AG. All rights reserved. 20@BrennerMichael Business Innovation (launched March 27, 2012) A “Content Hub” to earn traffic instead of buying it Mission Statement: To become a destination of insights for business professionals looking to understand how technology and innovation can help them grow their business, out-perform their competition and advance their careers. http://blogs.sap.com/innovation
© 2013 SAP AG. All rights reserved. 21@BrennerMichael Step 1 – Design Look at Content Hub examples
© 2013 SAP AG. All rights reserved. 22@BrennerMichael Step 2 – Branding “On” or “Off Platform” / Brand Subtlety?
© 2013 SAP AG. All rights reserved. 23@BrennerMichael Step 3 – Keyword Strategy
© 2013 SAP AG. All rights reserved. 24@BrennerMichael Step 4 – Content Strategy Driven By User-Experience Topics: driven by top, long-tail, low competition keywords (“What is Hadoop?”) Authors: curated for win-win Mix: Creation, curation, syndication to maximize impact (and decrease cost) Type: Mostly articles. Constant battle for more video, infographics, slideshare decks Conversion: monthly reporting on the content that converts
© 2013 SAP AG. All rights reserved. 25@BrennerMichael Steps 5 – Conversion Appropriate OffersFocus on Subscriptions
© 2013 SAP AG. All rights reserved. 26@BrennerMichael Step 6 – Editorial (CUSTOMER VALUE / NO PROMOTION) Created a Business Innovation “Editorial Board” • Marketing Program / Campaigns • Solution Marketing / Product Management • Customer References • Thought Leadership / “Corporate Story” (About Us) • Global Communications and Local PR • Value Engineering • Competitive Marketing Intelligence / Market Research • Partner / Channels • Regional Marketing • Internal Bloggers • External Influencers
© 2013 SAP AG. All rights reserved. 27@BrennerMichael 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
© 2013 SAP AG. All rights reserved. 28@BrennerMichael Organic & Social Traffic “Up and To The Right”
© 2013 SAP AG. All rights reserved. 29@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…
© 2013 SAP AG. All rights reserved. 30@BrennerMichael Business Innovation From SAP: What’s Next? Help Our Customers Tell Their Stories • Personalized Homepage • More visual design • More visual content ($$$) • Focus on Subscribers WIP
Our Content Ecosystem
© 2013 SAP AG. All rights reserved. 32@BrennerMichael Activating SAP Employees: Where to blog? Business Innovation, Forbes, “SAP Community Network” Where million of engaged professionals discuss the intersection of IT and business strategy. http://scn.sap.com/community/business-trends Connecting SAP thought leaders to the business leaders on Forbes.. http://blogs.forbes.com/sap/ Earning an engaged audience by answering customer questions to help them innovate and grow. http://blogs.sap.com/innovation/
© 2013 SAP AG. All rights reserved. 33@BrennerMichael Forbes “BrandVoice”: A Blogging Platform For Premium Advertisers
© 2013 SAP AG. All rights reserved. 34@BrennerMichael Business Insider: Future of Business Site Sponsorship
© 2013 SAP AG. All rights reserved. 35@BrennerMichael NYTimes “Ricochet”: Wraps Ads Around Curated Content
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

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8 Steps To Build Your Content Marketing Hub

  • 1. 8 Steps To Build Your Content Hub Michael Brenner Vice President Marketing & Content Strategy @SAP @BrennerMichael
  • 2.
  • 3.
  • 5. © 2013 SAP AG. All rights reserved. 5@BrennerMichael@BrennerMichael
  • 6. © 2013 SAP AG. All rights reserved. 6@BrennerMichael@BrennerMichael
  • 7. © 2013 SAP AG. All rights reserved. 7@BrennerMichael Me, 20 pounds years ago @BrennerMichael
  • 8. © 2013 SAP AG. All rights reserved. 8@BrennerMichael Today we are all connected @BrennerMichael
  • 9. © 2013 SAP AG. All rights reserved. 9@BrennerMichael What’s Wrong With Our Content? It’s Too Much Like This… @BrennerMichael
  • 10. © 2013 SAP AG. All rights reserved. 10@BrennerMichael@BrennerMichael
  • 11.
  • 12. © 2013 SAP AG. All rights reserved. 12@BrennerMichael @BrennerMichael
  • 13. © 2013 SAP AG. All rights reserved. 13@BrennerMichael
  • 14. © 2013 SAP AG. All rights reserved. 14@BrennerMichael 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… ~Milan Kundera … The aim of marketing is to make selling superfluous.” ~ Peter F. Drucker “Marketing is too important to be left to the marketing department.” ~ David Packard
  • 15. © 2013 SAP AG. All rights reserved. 15@BrennerMichael And Not Enough Like This… @BrennerMichael
  • 16. © 2013 SAP AG. All rights reserved. 16@BrennerMichael @BrennerMichael
  • 18. © 2013 SAP AG. All rights reserved. 18@BrennerMichael What is a Content Strategy? • Delivering the content your audience needs, in all the places they go (by persona, buyer stage, channel, type) • Managing content as an asset with an ROI • Thinking and Acting like a publisher (like a business)
  • 19. © 2013 SAP AG. All rights reserved. 19@BrennerMichael 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
  • 20. © 2013 SAP AG. All rights reserved. 20@BrennerMichael Business Innovation (launched March 27, 2012) A “Content Hub” to earn traffic instead of buying it Mission Statement: To become a destination of insights for business professionals looking to understand how technology and innovation can help them grow their business, out-perform their competition and advance their careers. http://blogs.sap.com/innovation
  • 21. © 2013 SAP AG. All rights reserved. 21@BrennerMichael Step 1 – Design Look at Content Hub examples
  • 22. © 2013 SAP AG. All rights reserved. 22@BrennerMichael Step 2 – Branding “On” or “Off Platform” / Brand Subtlety?
  • 23. © 2013 SAP AG. All rights reserved. 23@BrennerMichael Step 3 – Keyword Strategy
  • 24. © 2013 SAP AG. All rights reserved. 24@BrennerMichael Step 4 – Content Strategy Driven By User-Experience Topics: driven by top, long-tail, low competition keywords (“What is Hadoop?”) Authors: curated for win-win Mix: Creation, curation, syndication to maximize impact (and decrease cost) Type: Mostly articles. Constant battle for more video, infographics, slideshare decks Conversion: monthly reporting on the content that converts
  • 25. © 2013 SAP AG. All rights reserved. 25@BrennerMichael Steps 5 – Conversion Appropriate OffersFocus on Subscriptions
  • 26. © 2013 SAP AG. All rights reserved. 26@BrennerMichael Step 6 – Editorial (CUSTOMER VALUE / NO PROMOTION) Created a Business Innovation “Editorial Board” • Marketing Program / Campaigns • Solution Marketing / Product Management • Customer References • Thought Leadership / “Corporate Story” (About Us) • Global Communications and Local PR • Value Engineering • Competitive Marketing Intelligence / Market Research • Partner / Channels • Regional Marketing • Internal Bloggers • External Influencers
  • 27. © 2013 SAP AG. All rights reserved. 27@BrennerMichael 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
  • 28. © 2013 SAP AG. All rights reserved. 28@BrennerMichael Organic & Social Traffic “Up and To The Right”
  • 29. © 2013 SAP AG. All rights reserved. 29@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…
  • 30. © 2013 SAP AG. All rights reserved. 30@BrennerMichael Business Innovation From SAP: What’s Next? Help Our Customers Tell Their Stories • Personalized Homepage • More visual design • More visual content ($$$) • Focus on Subscribers WIP
  • 32. © 2013 SAP AG. All rights reserved. 32@BrennerMichael Activating SAP Employees: Where to blog? Business Innovation, Forbes, “SAP Community Network” Where million of engaged professionals discuss the intersection of IT and business strategy. http://scn.sap.com/community/business-trends Connecting SAP thought leaders to the business leaders on Forbes.. http://blogs.forbes.com/sap/ Earning an engaged audience by answering customer questions to help them innovate and grow. http://blogs.sap.com/innovation/
  • 33. © 2013 SAP AG. All rights reserved. 33@BrennerMichael Forbes “BrandVoice”: A Blogging Platform For Premium Advertisers
  • 34. © 2013 SAP AG. All rights reserved. 34@BrennerMichael Business Insider: Future of Business Site Sponsorship
  • 35. © 2013 SAP AG. All rights reserved. 35@BrennerMichael NYTimes “Ricochet”: Wraps Ads Around Curated Content
  • 36. 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