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The Role of Content in the Future of Marketing

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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.

Publié dans : Marketing, Business, Technologie
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The Role of Content in the Future of Marketing

  1. The Content Marketing Imperative Content’s Role In The Future of Marketing Michael Brenner SAP - VP, Marketing & Content Strategy @BrennerMichael
  2. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 2Public@BrennerMichael What Is Marketing?
  3. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 3Public 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
  4. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 4Public The average attention span has dropped from 12 seconds in 2000 to 8 seconds. ~ (Statistic Brain) @BrennerMichael
  5. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 5Public 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
  6. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 6Public 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
  7. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 7Public 60-70% of marketing content goes completely unused. ~ (Sirius Decisions) @BrennerMichael
  8. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 8Public 90% of the traffic on corporate websites comes from 10% of the content. ~ (InboundWriter) @BrennerMichael
  9. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 9Public 90% of the traffic on corporate websites comes from 10% of the content. 50% comes from just 0.5% of the content. ~ (InboundWriter) @BrennerMichael
  10. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 10Public 93% of B2B Marketers use content marketing. ~ (CMI / MarketingProfs) @BrennerMichael
  11. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 11Public Only 42% of B2B marketers believe they are effective with content marketing. ~ (CMI / MarketingProfs) @BrennerMichael
  12. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 12Public Emotional marketing messages are twice as effective as promotional ones. ~ (CEB) @BrennerMichael
  13. 13© 2013 SAP AG or an SAP affiliate company. All rights reserved.
  14. 14© 2013 SAP AG or an SAP affiliate company. All rights reserved.
  15. 15© 2013 SAP AG or an SAP affiliate company. All rights reserved.
  16. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 16Public@BrennerMichael
  17. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 17Public@BrennerMichael
  18. @BrennerMichael
  19. @BrennerMichael
  20. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 21Public Today we are all connected @BrennerMichael
  21. 22© 2013 SAP AG or an SAP affiliate company. All rights reserved. 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
  22. 24© 2013 SAP AG or an SAP affiliate company. All rights reserved. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. Source: Co.Exist @BrennerMichael
  23. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 25Public@BrennerMichael
  24. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 26Public @BrennerMichael
  25. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 27Public 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
  26. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 28Public @BrennerMichael
  27. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 29Public @BrennerMichael
  28. Our Story
  29. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 31Public 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
  30. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 32Public SAP Content Addressed Mostly “Who is / Why SAP?” Source: @MylesBristowe and CommCreative @BrennerMichael
  31. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 33Public Where Did We Focus Content Production? Later-stage, Product-specific Content
  32. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 34Public
  33. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 35Public 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
  34. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 36Public Step 1: Create Content That Isn’t Boring
  35. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 37Public Source: Ann Handley www.annhandley.com @BrennerMichael Step 2: Build A Team
  36. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 38Public 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
  37. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 39Public 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
  38. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 40Public 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
  39. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 41Public Organic & Social Trending 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 UniqueVisitors
  40. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 42Public Step 6: Continuously Optimize For Conversion OffersSubscriptions
  41. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 43Public 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
  42. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 44Public 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.
  43. 45© 2013 SAP AG or an SAP affiliate company. All rights reserved. 90% of all internet traffic in 2017 will be video. Source: Cisco @BrennerMichael
  44. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 46Public Business Insider: Future of Business Site Sponsorship
  45. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 47Public Business Insider: Future of Business Site Sponsorship
  46. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 48Public Business Insider: Future of Business Site Sponsorship
  47. The Future of Content Marketing? • Customer-Centric @BrennerMichael
  48. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable @BrennerMichael
  49. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable • Brand As Publisher, Newsroom • Brand + Publisher @BrennerMichael
  50. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable • Brand As Publisher • Brand + Publisher • Brand As Entertainer? @BrennerMichael
  51. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 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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