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The Content Marketing Imperative - Internet Week #IWNY and OMMA Native #MPOMMA PowerPoint Presentation
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The Content Marketing Imperative - Internet Week #IWNY and OMMA Native #MPOMMA

The Content Marketing Imperative - Internet Week #IWNY and OMMA Native #MPOMMA

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The Content Marketing Imperative - Internet Week #IWNY and OMMA Native #MPOMMA

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  1. The Content Marketing Imperative#MPOMMA #IWNY Michael Brenner SAP - VP, Marketing & Content Strategy @BrennerMichael @BrennerMichael

  2. What Is Marketing? @BrennerMichael

  3. What’s Wrong With Our Content? It’s Too Much Like This… • 5,000 marketing messages per day • 2/3 of U.S. on the “Do Not Call” list • 86% of people skip TV ads • 44% direct mail is never opened • 90% of emails are never opened @BrennerMichael

  4. The average attention span of a person has dropped from 12 seconds in 2000 to 8 seconds. @BrennerMichael

  5. The average attention span of a goldfish is 9 seconds. • ~ (Statistic Brain) @BrennerMichael

  6. @BrennerMichael

  7. 60-70% of marketing content  • goes completely unused. • ~ (Sirius Decisions) @BrennerMichael

  8. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. Source: Co.Exist @BrennerMichael

  9. @BrennerMichael

  10. @BrennerMichael

  11. What Is Marketing? @BrennerMichael

  12. @BrennerMichael

  13. @BrennerMichael

  14. Our Story

  15. What Does SAP Do? (Wikipedia)Interesting? Is The Customer The Hero? SAP AG is a German multinationalsoftware 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

  16. Almost All Our Content Addressed“Who is SAP? / Why You Should Chose SAP?” Source: @MylesBristowe and CommCreative @BrennerMichael

  17. To Reach Our Audience We Need To Act Like Publishers Get Shared (Social) Get Found (SEO*) Content Marketing Get Leads (Conversion) *search engine optimization @BrennerMichael

  18. Business Innovation Blog from SAP: http://blogs.sap.com/innovation • Mission: • To earn our audience’s attention by helping them grow their business, out-perform their competition and advance their careers. • To act like a publisher by creating content people actually want to consume. @BrennerMichael

  19. Content Marketing Objectives:Reach, Engagement AND Conversions • Traffic, engagement and leads we would have NEVER seen! • Recognized by Fast Company, Digiday, Content Marketing Institute, more…

  20. Native AdvertisingExamples

  21. Business Insider: Future of Business Site Sponsorship • SAP was the 1st advertiser on with Forbes BrandVoicein 2010. • 2.1 million Page Views • 250K+ Social Shares • 2:52 minutes Avg. Time Spent

  22. Business Insider: Future of Business Site Sponsorship • Launched in 2012, Business Insider’s SAP program was created to highlight leaps in technology either now or in the immediate future that helps make our lives better. • - ~200K Pageviews • - 7K+ Social Shares • - 3:00 mins Avg. Time Spent

  23. 87% of online population receive content recos via Outbrain - Top sites for SAP: CNN, Fox News and ESPN

  24. Tech Office Hours encouraged business audiences to pose questions about cloud, analytics, mobile or social media to expert thought leaders. ~20K+ pageviews per post – 4X Mashableavg ~3,000 social shares per post – 3X avg

  25. Content And The Future of Marketing?

  26. The Future of Content Marketing? Customer-Centric @BrennerMichael

  27. The Future of Content Marketing? Customer-Centric More Visual, Consumable, Snackable @BrennerMichael

  28. The Future of Content Marketing? Customer-Centric More Visual, Consumable, Snackable Brand As Publisher ? Brand Newsrooms Brand + Publisher @BrennerMichael

  29. The Future of Content Marketing? Customer-Centric More Visual, Consumable, Snackable Brand As Publisher Brand + Publisher Brand As Entertainer? @BrennerMichael

  30. Slides available on: Slideshare.net/MichaelBrenner Marketing Blog: B2B Marketing InsiderSAP Content Hub: Business Innovation Twitter: @brennermichael Thank you! Michael Brenner Vice President, SAP Marketing & Content Strategy Michael.Brenner@SAP.com Connect with Me: