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What Is The Future
of Content Marketing?
Michael Brenner, VP Marketing @SAP
@BrennerMichael
What Is The Future
of Content Marketing?
Michael Brenner, VP Marketing @SAP
@BrennerMichael
Most people think marketing is the
same thing as advertising

© 2013 SAP AG. All rights reserved.

@BrennerMichael
@BrennerMichael 3
My family spent a day on a Times
Square Billboard and my Klout score
actually went down!

© 2013 SAP AG. All rights reserved.

@BrennerMichael
@BrennerMichael 4
What’s Wrong With Our Content? It’s Too Much Like This…

Most people think
marketing is the
same thing as
promotion (not in a
good way).

© 2013 SAP AG. All rights reserved.

@BrennerMichael
@BrennerMichael 5
Marketing and Advertising searches
trending down.

© 2013 SAP AG. All rights reserved.

@BrennerMichael
@BrennerMichael 6
Digital and content
marketing trending up!

© 2013 SAP AG. All rights reserved.

@BrennerMichael
@BrennerMichael 7
Because we realize that marketing,
life and business is all about stories.

@BrennerMichael
But it’s not really about stories. It’s
about the emotions they convey

@BrennerMichael
Content on the internet tripled between 2010 and 2013.
Source: GoGlobe & Qmee

© 2013 SAP AG. All rights reserved.

10
@BrennerMichael
Social media sharing has doubled between 2011 and 2013.
Source: KPCB

© 2013 SAP AG. All rights reserved.

11
@BrennerMichael
Today we are all connected

So now we’re all creating and
sharing “stories.”

© 2013 SAP AG. All rights reserved.

@BrennerMichael
@BrennerMichael 12
And our audiences
are bored.

© 2013 SAP AG. All rights reserved.

@BrennerMichael
@BrennerMichael 13
Banner have 99 problems. 1
in 10,000 people click on
banners (99.9%).

@BrennerMichael
Traditional Media
is in a downward
spiral

© 2013 SAP AG. All rights reserved.

@BrennerMichael
@BrennerMichael 15
So content is like, um, what?

Everybody is doing it.

© 2013 SAP AG. All rights reserved.

@BrennerMichael
@BrennerMichael 16
Everybody is doing it.

We all think we’re GREAT at it!

© 2013 SAP AG. All rights reserved.

@BrennerMichael
@BrennerMichael 17
Everybody is doing it.
We all think we’re GREAT at it!

Our customers are not impressed.
© 2013 SAP AG. All rights reserved.

@BrennerMichael
@BrennerMichael 18
;-(
© 2013 SAP AG. All rights reserved.

@BrennerMichael
@BrennerMichael 19
Customers

TWEET THIS!

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

© 2013 SAP AG. All rights reserved.

20
@BrennerMichael
And Not Enough Like This…

Customers need to know you care

© 2013 SAP AG. All rights reserved.

@BrennerMichael
@BrennerMichael 21
We need to create interesting
content and make our customers the
@BrennerMichael
@BrennerMichael
hero of our stories.

© 2013 SAP AG. All rights reserved.

22
The Amount of Content We Seek Is Growing Too!

© 2013 SAP AG. All rights reserved.

@BrennerMichael

23
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.

© 2013 SAP AG. All rights reserved.

@BrennerMichael

24
At SAP, we don’t talk about what we
do, we talk about what we do for our
customers.

Social + Content + Your Brand

@BrennerMichael
Business Innovation

http://blogs.sap.com/innovation

We’re acting like a
publisher, creating
content our customers
actually want.

© 2013 SAP AG. All rights reserved.

Mission
Statement:
To earn our
audience’s attention
through content that
shows business
people how
technology and
innovation can help
them grow their
business, out-perform
their competition and
advance their careers.

@BrennerMichael

26
We’re building a brand newsroom

Source: Ann Handley
www.annhandley.com
© 2013 SAP AG. All rights reserved.

@BrennerMichael
@BrennerMichael 27
Infographic to Report on Goals:
Reach, Engagement AND Conversions

But we also need to make a profit

© 2013 SAP AG. All rights reserved.

@BrennerMichael

28
The future of content marketing is Mobile

The average US adult spends 141 minutes a day using
mobile devices.
Source: Advertising Age Mobile Fact Pack, 2013

© 2013 SAP AG. All rights reserved.

29
@BrennerMichael
The future of content marketing is shareable

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

© 2013 SAP AG. All rights reserved.

30
@BrennerMichael
The future of content marketing is Visual

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

© 2013 SAP AG. All rights reserved.

31
@BrennerMichael
The future of content marketing is Visual
. . . Like this!

@BrennerMichael
Image Source: http://popchartlab.com/index.php/poster_detail/the_very_many_varieties_of_beer/
© 2013 SAP AG. All rights reserved.

@BrennerMichael

32
And this…

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.
© 2013 SAP AG. All rights reserved.

@BrennerMichael

33
Business Insider: Future of Business Site Sponsorship

We need to work with publishers

© 2013 SAP AG. All rights reserved.

@BrennerMichael

34
Business Insider: Future of Business Site Sponsorship

We need to work with publishers

© 2013 SAP AG. All rights reserved.

@BrennerMichael

35
Business Insider: Future of Business Site Sponsorship

We need to work with publishers

© 2013 SAP AG. All rights reserved.

@BrennerMichael

36
The Future of Content Marketing?
•

Customer-Centric

Michael Brenner, VP Marketing @SAP
@BrennerMichael
The Future of Content Marketing?
•

Customer-Centric

•

More Visual, Consumable, Snackable

Michael Brenner, VP Marketing @SAP
@BrennerMichael
The Future of Content Marketing?
•

Customer-Centric

•

More Visual, Consumable, Snackable

•

Brand As Publisher

•

Brand + Publisher

Michael Brenner, VP Marketing @SAP
@BrennerMichael
The Future of Content Marketing?
•

Customer-Centric

•

More Visual, Consumable, Snackable

•

Brand As Publisher

•

Brand + Publisher

•

Brand As Entertainer?

Michael Brenner, VP Marketing @SAP
@BrennerMichael
Slides available on:
Slideshare.net/MichaelBrenner

Thank
you!

Marketing Blog:
B2B Marketing Insider
SAP Content Hub:
Business Innovation

Michael Brenner
Vice President,
SAP Marketing & Content Strategy
Michael.Brenner@SAP.com

Connect with Me:

Twitter:
@brennermichael

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What Is The Future of Content Marketing [Trends and Predictions] #BtoBLive

  • 1. What Is The Future of Content Marketing? Michael Brenner, VP Marketing @SAP @BrennerMichael
  • 2. What Is The Future of Content Marketing? Michael Brenner, VP Marketing @SAP @BrennerMichael
  • 3. Most people think marketing is the same thing as advertising © 2013 SAP AG. All rights reserved. @BrennerMichael @BrennerMichael 3
  • 4. My family spent a day on a Times Square Billboard and my Klout score actually went down! © 2013 SAP AG. All rights reserved. @BrennerMichael @BrennerMichael 4
  • 5. What’s Wrong With Our Content? It’s Too Much Like This… Most people think marketing is the same thing as promotion (not in a good way). © 2013 SAP AG. All rights reserved. @BrennerMichael @BrennerMichael 5
  • 6. Marketing and Advertising searches trending down. © 2013 SAP AG. All rights reserved. @BrennerMichael @BrennerMichael 6
  • 7. Digital and content marketing trending up! © 2013 SAP AG. All rights reserved. @BrennerMichael @BrennerMichael 7
  • 8. Because we realize that marketing, life and business is all about stories. @BrennerMichael
  • 9. But it’s not really about stories. It’s about the emotions they convey @BrennerMichael
  • 10. Content on the internet tripled between 2010 and 2013. Source: GoGlobe & Qmee © 2013 SAP AG. All rights reserved. 10 @BrennerMichael
  • 11. Social media sharing has doubled between 2011 and 2013. Source: KPCB © 2013 SAP AG. All rights reserved. 11 @BrennerMichael
  • 12. Today we are all connected So now we’re all creating and sharing “stories.” © 2013 SAP AG. All rights reserved. @BrennerMichael @BrennerMichael 12
  • 13. And our audiences are bored. © 2013 SAP AG. All rights reserved. @BrennerMichael @BrennerMichael 13
  • 14. Banner have 99 problems. 1 in 10,000 people click on banners (99.9%). @BrennerMichael
  • 15. Traditional Media is in a downward spiral © 2013 SAP AG. All rights reserved. @BrennerMichael @BrennerMichael 15
  • 16. So content is like, um, what? Everybody is doing it. © 2013 SAP AG. All rights reserved. @BrennerMichael @BrennerMichael 16
  • 17. Everybody is doing it. We all think we’re GREAT at it! © 2013 SAP AG. All rights reserved. @BrennerMichael @BrennerMichael 17
  • 18. Everybody is doing it. We all think we’re GREAT at it! Our customers are not impressed. © 2013 SAP AG. All rights reserved. @BrennerMichael @BrennerMichael 18
  • 19. ;-( © 2013 SAP AG. All rights reserved. @BrennerMichael @BrennerMichael 19
  • 20. Customers TWEET THIS! 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. Source: Co.Exist © 2013 SAP AG. All rights reserved. 20 @BrennerMichael
  • 21. And Not Enough Like This… Customers need to know you care © 2013 SAP AG. All rights reserved. @BrennerMichael @BrennerMichael 21
  • 22. We need to create interesting content and make our customers the @BrennerMichael @BrennerMichael hero of our stories. © 2013 SAP AG. All rights reserved. 22
  • 23. The Amount of Content We Seek Is Growing Too! © 2013 SAP AG. All rights reserved. @BrennerMichael 23
  • 24. 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. © 2013 SAP AG. All rights reserved. @BrennerMichael 24
  • 25. At SAP, we don’t talk about what we do, we talk about what we do for our customers. Social + Content + Your Brand @BrennerMichael
  • 26. Business Innovation http://blogs.sap.com/innovation We’re acting like a publisher, creating content our customers actually want. © 2013 SAP AG. All rights reserved. Mission Statement: To earn our audience’s attention through content that shows business people how technology and innovation can help them grow their business, out-perform their competition and advance their careers. @BrennerMichael 26
  • 27. We’re building a brand newsroom Source: Ann Handley www.annhandley.com © 2013 SAP AG. All rights reserved. @BrennerMichael @BrennerMichael 27
  • 28. Infographic to Report on Goals: Reach, Engagement AND Conversions But we also need to make a profit © 2013 SAP AG. All rights reserved. @BrennerMichael 28
  • 29. The future of content marketing is Mobile The average US adult spends 141 minutes a day using mobile devices. Source: Advertising Age Mobile Fact Pack, 2013 © 2013 SAP AG. All rights reserved. 29 @BrennerMichael
  • 30. The future of content marketing is shareable 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 © 2013 SAP AG. All rights reserved. 30 @BrennerMichael
  • 31. The future of content marketing is Visual 90% of all internet traffic in 2017 will be video. Source: Cisco © 2013 SAP AG. All rights reserved. 31 @BrennerMichael
  • 32. The future of content marketing is Visual . . . Like this! @BrennerMichael Image Source: http://popchartlab.com/index.php/poster_detail/the_very_many_varieties_of_beer/ © 2013 SAP AG. All rights reserved. @BrennerMichael 32
  • 33. And this… 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. © 2013 SAP AG. All rights reserved. @BrennerMichael 33
  • 34. Business Insider: Future of Business Site Sponsorship We need to work with publishers © 2013 SAP AG. All rights reserved. @BrennerMichael 34
  • 35. Business Insider: Future of Business Site Sponsorship We need to work with publishers © 2013 SAP AG. All rights reserved. @BrennerMichael 35
  • 36. Business Insider: Future of Business Site Sponsorship We need to work with publishers © 2013 SAP AG. All rights reserved. @BrennerMichael 36
  • 37. The Future of Content Marketing? • Customer-Centric Michael Brenner, VP Marketing @SAP @BrennerMichael
  • 38. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable Michael Brenner, VP Marketing @SAP @BrennerMichael
  • 39. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable • Brand As Publisher • Brand + Publisher Michael Brenner, VP Marketing @SAP @BrennerMichael
  • 40. The Future of Content Marketing? • Customer-Centric • More Visual, Consumable, Snackable • Brand As Publisher • Brand + Publisher • Brand As Entertainer? Michael Brenner, VP Marketing @SAP @BrennerMichael
  • 41. Slides available on: Slideshare.net/MichaelBrenner Thank you! Marketing Blog: B2B Marketing Insider SAP Content Hub: Business Innovation Michael Brenner Vice President, SAP Marketing & Content Strategy Michael.Brenner@SAP.com Connect with Me: Twitter: @brennermichael