6 Steps to Great ContentHow to Raise the Interest of Your Audience Michael Brenner Senior Director Integrated Marketing and Content Strategy SAP
Inspirations • My Post 6 Steps To Great Content • Joe Pulizzi’sGood To Great Content Marketing • Hubspot’sCrush Your Competition With Inbound Marketing
We all create content . . . . . . and most of it is simply AWFUL.
The buyer journey starts with a search . . . Search volume of early stage keywords is 13X that of branded terms.* • What is real-time analytics? • What is cloud computing? • What is Big Data? • What are mobile solutions? • How are companies benefiting from Cloud, mobile, in-memory, analytics? • Who are the top vendors in cloud, mobile, in-memory, analytics? DO WE HAVE AN ANSWER? * Average for Enterprise Software categories. Results may vary for different categories. Some #ENSW sub-categories see much higher multiples.
Content used to be easy . . . Today, YOU are the news! 50 years ago, Gallup released research that said delivering news is the most effective way to attract people to your business…
The Challenge: Become Like a Publisher • Have the content our audience needs . . . • . . . distributed in the channels they use. • Created, Curated and Syndicated content to create conversations • For each buyer journey stage • For all “personas” that influence the buying process at each stage • For all their media channels • Is the content you produce, deliver or use focus on the audience?
6 Steps To Content That Isn’t Boring • 1. Have a focused mission, platform or content destination
Business Innovation from SAP (launched 27 March) • To become a destination of business innovation insights ... through education and information on how companies can Run Better though innovation.
Business Innovation from SAP What makes it different? • No selling / promotional content • Mix of Traditional and Dynamic content • 3rd Party Analyst whitepapers • Blog “conversations” • News feeds from trusted sources • Social sharing prominent • Subtle branding and “call to action” to explore SAP • Landing Page for SAP’s new Advertising campaign EN: blogs.sap.com/innovationDE: blogs.sap.com/germany (launching in 2 weeks)
6 Steps To Content That Isn’t Boring • 2. Opening up new content or media markets
AMEX Open Forum • “Help Small Businesses Do More Business” • All original content • articles, blogs, research, surveys, contests • Community / connections • Find an expert • White labeled services • SEO, Creative, (new) BusinessApps • Heavily branded / CTA “Apply For A Card” • Personalization • 1.5M visitors per months • “Largest source of new card members”
6 Steps To Content That Isn’t Boring • 3. Chief Storyteller
The role of storytelling (my take) Get Shared (Social) Get Found (SEO*) STORYTELLING Get Leads (Conversion) *search engine optimization
Bad time for print media. Good time for journalists! • Content strategy is much more than marketing. • It reaches across all areas of the business. • It requires support from customers, partners, employee-experts • Seeks content that gets shared, created and enhanced by readers • example: Julie Roehm, SAP, SVP, Customer Storyteller • example: Bob Evans, SAP (former Chief Editor, InformationWeek)
6 Steps To Content That Isn’t Boring • 4. Leveraging employees in content creation
6 Steps To Content That Isn’t Boring • 5. Removing the brand from the story
Example: Adobe’s CMO.com • News, research, blogs, articles and commentary • Targeting CMOs • Very subtle branding • Limited personalization
6 Steps To Content That Isn’t Boring • 6. Build Community
Community: The only way to achieve scale 1,200,000 unique individual visitors each month 30,000 new members per month 230+ Countries & territories 3,000+ discussion posts per day 9,200 active bloggers 375+ discussion topics 272,000 total contributors 9,300,000 total messages 345 blogs per month
So . . . What Can You Do? • Get Social • Start Blogging
The Personal Brand Continuum – We all have a story to tell! B2B Marketing Insider is dedicated to sharing marketing tips that drive real results like sales, leads, and higher customer loyalty, focusing on topics such as lead generation, search marketing, online media, and social strategies. Timo Elliott is a 20-year veteran of SAP His popular Business Analytics blog tracks innovation in analytics and social media, including topics such as augmented corporate reality, collaborative decision-making, and social network analysis.
Tips for personal branding success • Define audience and set objectives • Why are you talking? • Who are you talking to? • What’s in it for them / you? • Build it in to every day • Scan, filter, read, connect, write, respond • Social media success = minutes per day • Have a goal: 2 blogs per week Tues / Thursday • Build relationships of mutual benefit • Retweet me, I might ReTweet you! • The new content rules • If it isn’t a keyword, no one cares • Titles matter • Bullets help • Tell stories: Hero, a quest, a journey, an obstacle and a resolution
Thank You for Your Attention! Email:email@example.com My Blog: B2B Marketing Insider SAP: Business Innovation Social News: Business 2 Community Twitter: @brennermichael