The Content Marketing Imperative #MPOMMA #IWNY
This was one of the key stats that really seemed to resonate with the audience I spoke to this morning at #MPOMMA #IWNY.
I was thrilled to kick off the day as the opening keynote. And although I was competing with the mayor of NY, Bill de Blasio on another #IWNY stage, the audience filled the Media Post Theater at OMMA Native #MPOMMA.
My job was to set the stage for the discussion on Native Advertising.
I asked “Why are we talking about Native Advertising?” And the answer is because digital, social and mobile access has changed the world. Marketing has become highly ineffective because consumers can now tune us out.
What do they tune in to? Stories. Stories that connect on a human and emotional basis.
I also provided an overview of the journey we’ve taken and some of the native advertising we’ve tested.
Check out my slides here:
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.
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.
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.
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.