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How And Why To Create Your Content Marketing Hub

Today's B2B buyer is overwhelmed with more information than they could ever consume. The last thing they want is to read your product-centric content. Instead, you need to build a content hub that helps your buyers. <br><br>Enclosed here you will find my slides and main speaker notes from the B2B Content 2 Conversion Conference <br><br>Preparing To Build Your Content Hub <br><br>Before you can begin building your content marketing destination, you need to understand (and be able to articulate) that your role as a B2B Marketer is not to explain to the world what it is that you sell. But to show the world how what you sell helps your buyers. That's right, B2B Marketing is not about promotion. It is about telling stories. Stories from your customer's point of view on how what you sell has helped them. <br><br>In my presentation I present a brief history of how the world has changed for marketers. And yet, stories remain a critical component of marketing. Stories present an opportunity for B2B Marketers to not just meet the needs of our buyers, but to delight them as we enable them during the buying journey. <br><br>The Content Hub Business Case <br><br>The next step is to present your business case. To build a content marketing hub, you need to show how your current content marketing efforts fail to meet the needs of your buyers. A couple of ideas: <br><br>Search metrics: show how your business is missing out on vital conversations happening in the earliest stages of the buying process. <br>Web analytics: show how most visitors to your site already know who you are. <br>Content analytics: show how the content you create is mostly late stage or isn't being downloaded by anyone. Calculate the costs of this waste. <br>Once you've presented your business case and gained the approval to move forward, you can take the following steps to build your content hub. <br><br>Here are the 8 Steps to Build A Content Hub That Converts <br><br>1. Design: Look at existing market examples to help you design the site. Weigh the pros and cons of building within your existing domain or creating a new one <br>2. Branding: Define how subtle or prominent the branding will be on the site <br>3. Keywords: Conduct a ton of keyword research to determine the topics your audience is interested in <br>4. Content Strategy: Define the content strategy and sources of your content: how much will you create, curate or syndicate the content that meets your buyers' needs <br>5. Conversion: define the processes that will pull your visitors into an active relationship that converts down the sales funnel. Focus on creating value for the user and test different approaches. <br>6. Editorial: Create an editorial board including all your brands' content resources <br>7. Goals: Articulate your goals and report on them consistently <br>8. Test and Learn: dream up new ideas to test, analyze the results, learn and repeat.

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How And Why To Create Your Content Marketing Hub

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  1. Content Marketing: Why & How To Build Your Content Hub Michael Brenner Vice President Marketing & Content Strategy @SAP @BrennerMichael

  2. My Story (Briefly)

  3. @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 6

  4. @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 7

  5. Me, 20 pounds years ago @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 8

  6. Today we are all connected @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 9

  7. 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… ~Milan Kundera … The aim of marketing is to make selling superfluous.” ~ Peter F. Drucker “Marketing is too important to be left to the marketing department.” ~ David Packard @BrennerMichael © 2013 SAP AG. All rights reserved. 10

  8. @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 11

  9. @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 12

  10. @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 13

  11. Consumers are bombarded with 5,000 marketing messages per day

  12. 2/3 of US on the “Do Not Call” list

  13. 86% of people skip television ads

  14. 44% of direct mail is never opened

  15. 99.9% of banners never clicked

  16. 90% of emails are never opened and 99.5% don’t get a single click

  17. What’s Wrong With Our Content? It’s Too Much Like This… @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 20

  18. And Not Enough Like This… @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 21

  19. @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 22

  20. Our Story

  21. What is a Content Strategy? • Delivering the content your audience needs, in all the places they go (by persona, buyer stage, channel, type) • Managing content as an asset with an ROI • Thinking and Acting like a publisher (like a business) @BrennerMichael © 2013 SAP AG. All rights reserved. 24

  22. Why Is Content Marketing Important? From: Joe Pulizzi, Content Marketing Institute Search Engine Optimization (Get Found) Social Media (Get Shared) STORYTELLING Lead Generation (Get Leads) @BrennerMichael © 2013 SAP AG. All rights reserved. 25

  23. The buyer journey starts with a search . . . Customer Questions: • What is real-time analytics? • What is cloud computing? • What is Big Data? • What are mobile solutions? • How are companies benefiting from … ? • Who are the top vendors in … ? 3000 X 1000 X 17 X 28 X -2 X 40 X -2 X 7 X 24 X 13 X @BrennerMichael © 2013 SAP AG. All rights reserved. 26

  24. How Much “Early Stage” Search Traffic Do We Get? Early Stage Visitor: Asks “What is Big Data?” 100,000’s of searches / month Later Stage Visitor: Asks “SAP Software” • 100s of searches / mo @BrennerMichael © 2013 SAP AG. All rights reserved. 27

  25. We Were Not Answering Our Customers Top Questions •99.9% of our web traffic from visitors who already know us or bought from us. •Less than 0.1% were net-new or early-stage prospects •Less than 10 keywords generated all the early-stage search traffic @BrennerMichael © 2013 SAP AG. All rights reserved. 28

  26. Business Innovation (launched March 27, 2012) A “Content Hub” to earn traffic instead of buying it Design: “Subtly” Branded Target: Business Execs+ Stage: Early- to Mid-stage Editorial: Keyword-driven Content: No Budget 100s of authors (“Author Curation”) ~50% external CTA: Subscribe, Offers, Explore  Market examples: AMEX Open Forum, CMO.com, BCGPerspectives, AT&T Networking Exchange © 2013 SAP AG. All rights reserved. @BrennerMichael 29

  27. Created a Business Innovation “Editorial Board” • Marketing Program / Campaigns • Solution Marketing / Product Management • Customer References • Thought Leadership / “Corporate Story” (About Us) • Global Communications and Local PR • Value Engineering • Competitive Marketing Intelligence / Market Research • Partner / Channels • Regional Marketing • Internal Bloggers • External Influencers @BrennerMichael © 2013 SAP AG. All rights reserved. 30

  28. Other People’s Content (OPC) - Content Curation • Google Alerts for topics • Research Reports • Studies • Whitepapers • From any source: • Analysts • Competitors • Consultants • Assign to “volunteers” • ALWAYS attribute source! @BrennerMichael © 2013 SAP AG. All rights reserved. 31

  29. Created An Infographic to Report on Goals: Reach, Engagement AND Conversions •Traffic, connections and leads we would’ve NEVER seen •2000+ articles published (1+ / topic, 12-15 / day) •100s inbound links, up to •50% traffic from Social, Search and Direct •83% search terms are Non- branded or product terms •100s of Registrations, Chats, Calls, visits to Store and solution pages on SAP.com @BrennerMichael © 2013 SAP AG. All rights reserved. 32

  30. Organic & Social Traffic “Up and To The Right” @BrennerMichael © 2013 SAP AG. All rights reserved. 33

  31. Most Popular Articles (10X average Pageviews) •Top 50 Influencers for each topic •Top 10 Blog Sites for each topic •Terms You Need To Know •Myths…Busted •10 Predictions for… •What is…? •The First Step to Success in… •How To Get Ahead With… @BrennerMichael © 2013 SAP AG. All rights reserved. 34

  32. Business Innovation From SAP: What’s Next? Help Our Customers Tell Their Stories • Adding “Our Stories” • Dynamic Homepage experience! • More visual (more $$$) • Focus on Subscribers • Curated, native, FULL LENGTH content licensed from 3rd Parties @BrennerMichael © 2013 SAP AG. All rights reserved. 35

  33. Our Content Ecosystem

  34. Activating SAP Employees: Where to blog? Business Innovation, Forbes, “SAP Community Network” Earning an engaged audience by answering customer questions to help them innovate and grow. Connecting SAP thought leaders to the business leaders on Forbes.. Where million of engaged professionals discuss the intersection of IT and business strategy. http://blogs.sap.com/innovation/ http://blogs.forbes.com/sap/ http://scn.sap.com/community/business-trends @BrennerMichael © 2013 SAP AG. All rights reserved. 37

  35. Paid, Owned, and Earned + Converged Examples Paid Owned Earned Converged Orchestrates POE to maximize pull activity @BrennerMichael © 2013 SAP AG. All rights reserved. 38

  36. A Content Hub Run Like a Business PAID Converged EARNED Life Awareness Ads Social Communities: - Twitter, Linked, facebook, G+ Business Innovation Publish stories Paid social promotion: Via Twitter, Linked-In, Facebook, YouTube OWNED SAP.com: PR: Content promoted and showcased via Press Releases and PR initiatives Demand Gen extensions: E-mail, digital assets, mailers Sales Demo Tools Events @BrennerMichael © 2013 SAP AG. All rights reserved. 39

  37. Forbes“BrandVoice”: A Blogging Platform For Premium Advertisers @BrennerMichael © 2013 SAP AG. All rights reserved. 40

  38. Business Insider: Future of Business Site Sponsorship @BrennerMichael © 2013 SAP AG. All rights reserved. 41

  39. NYTimes“Ricochet”: Wraps Ads Around Curated Content @BrennerMichael © 2013 SAP AG. All rights reserved. 42

  40. 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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