http://www.b2bmarketinginsider.com/content-marketing/trends-predictions-future-content-marketing - This week I presented at the BtoB Magazine's Digital Live conference in New York. The topic was the future of content marketing. And I walked the audience through the trends and some of my own predictions related to content marketing, marketing and even the future of business itself. Some Content Marketing Trends: Everyone uses content marketing but no one feels they are very good at it. The Content Marketing Institute and MarketingProfs released their latest trends that showed that more than 90% report to use content marketing and less than 50% fell they are very good at it. Advertising is on the decline. Mass marketing and promotional advertising techniques just ain't working and this causing marketers to consider content marketing over advertising. Still, 73% of consumers could care less if the brands they use disappeared tomorrow My Content Marketing Predictions Customer-Centricity is the only way to break through the noise of boring and self-promoting content. We must begin to make our customers the heroes of our stories The future of content is mobile, visual, consumable and snackable More brands will start acting like publishers and setting up newsrooms. Brand journalism is here to stay. Brands will partner with publishers to deliver high-quality content in innovative new ways. Brands will begin to entertain their audiences by producing high quality entertainment and features A few brands will have the courage to show their human side and produce funny, humorous content So there you have it, some of my top trends and predictions. What do you think? Let me know what you think in the comments below. And please follow along on Twitter, LinkedIn, Facebook and Google+ or Subscribe to the B2B Marketing Insider Blog for regular updates.

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!
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@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).
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@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!
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@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
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10. Content on the internet tripled between 2010 and 2013.
Source: GoGlobe & Qmee
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10
@BrennerMichael

11. Social media sharing has doubled between 2011 and 2013.
Source: KPCB
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11
@BrennerMichael

12. Today we are all connected
So now we’re all creating and
sharing “stories.”
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@BrennerMichael 12

13. And our audiences
are bored.
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@BrennerMichael
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14. Banner have 99 problems. 1
in 10,000 people click on
banners (99.9%).
@BrennerMichael

15. Traditional Media
is in a downward
spiral
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@BrennerMichael
@BrennerMichael 15

16. So content is like, um, what?
Everybody is doing it.
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@BrennerMichael
@BrennerMichael 16

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

18. Everybody is doing it.
We all think we’re GREAT at it!
Our customers are not impressed.
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@BrennerMichael
@BrennerMichael 18

19. ;-(
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@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
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20
@BrennerMichael

21. And Not Enough Like This…
Customers need to know you care
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@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
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@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
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@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