8 Steps To Brand Publishing: Michael Brenner @brennermichael

8 Steps To Brand Publishing
Michael Brenner
Vice President Marketing & Content Strategy @SAP
@BrennerMichael
Me, 20 pounds years ago
© 2013 SAP AG. All rights reserved. @BrennerMichael

@BrennerMichael 4
@BrennerMichael 5
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…
© 2011 SAP AG. All rights reserved. Confidential 6

Today we are all connected

@BrennerMichael 7
What’s Wrong With Our Content? It’s Too Much Like This…

@BrennerMichael 8
@BrennerMichael 9
@BrennerMichael
© 2013 SAP AG. All rights reserved. @BrennerMichael 11
And Not Enough Like This…

@BrennerMichael 13
@BrennerMichael
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)

Why Is Content Marketing Important?
From: Joe Pulizzi, Content Marketing Institute
Search Engine
Optimization Social Media
(Get Found) (Get Shared)
STORYTELLING
Lead
Generation
(Get Leads)

Business Innovation (launched March 27, 2012)
A “Content Hub” to earn traffic instead of buying it
http://blogs.sap.com/innovation
Mission Statement:
To become a destination of insights for business professionals
looking to understand how technology and innovation can help
them grow their business, out-perform their competition and
advance their careers.
Step 1: Build The Business Case
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

Step 2: Build A Content Team
Source: Ann Handley

www.annhandley.com
Step 3 – Design
Look at Content Hub examples

Step 4 – Branding
“On” or “Off Platform” / Brand Subtlety?

Step 5: Identify and Answer Customer Questions
The buyer journey starts with a search . . .
Top Customer Terms: Terms SAP Ranked For:

• What is real-time analytics? • What is SAP?
• What is cloud computing? • SAP Software?
• What is Big Data? • SAP HANA?
• What are mobile solutions? • SAP ERP?
• How are companies benefiting • SAP Business
from …? Intelligence?
• Who are the top vendors in…? • SAP Crystal Reports™?

Step 5 – Answering Customer Questions (cont’d)
Topics: driven by top, long-tail, low competition

keywords (“What is Hadoop?”)
Authors: curated for win-win
Mix: Creation, curation, syndication to maximize
impact (and decrease cost)
Type: Mostly articles. Constant battle for more video,
infographics, slideshare decks
Conversion: monthly reporting on the content that
converts
Step 6 – Conversion
Focus on Subscriptions Appropriate Offers

Step 7 – Editorial Strategy and “Editorial Board”
NO PROMOTION ALLOWED
• 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

Step 8 - Created An Infographic to Report on Goals:
Reach, Engagement AND Conversions
Traffic, engagement and leads we

would’ve NEVER seen
• What content drives Unique Visitors?
• Howmuch traffic from Social +

Search?
• Howmuch of our search traffic is

non-branded or using product terms?
• Are we showing true ROI?
Recognized for customer-centric content

strategy by Fast Company, Digiday,
Content Marketing Institute and more…
. . . Step 8 – Test and Learn . . .

A Content Hub Run Like a Business
PAID POE Converged EARNED
Awareness Ads
Social Communities:
- Twitter, Linked, facebook, G+
Publish stories
Paid social promotion: Via
Twitter, Linked-In, Facebook,
YouTube
OWNED
SAP.com:
PR: Content promoted and

Demand Gen extensions: showcased via Press Releases
E-mail, digital assets, mailers and PR initiatives
Events
Organic & Social Traffic “Up and To The Right”

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…

Business Innovation From SAP: What’s Next?
Help Our Customers Tell Their Stories
• Personalized Homepage
• More visual design
• More visual content ($$$)
• Focus on Subscribers

Activating SAP Employees: Where to blog?
Business Innovation, Forbes, “SAP Community Network”
Earning an engaged audience Connecting SAP thought Where million of engaged

by answering customer leaders to the business professionals discuss the
questions to help them leaders on Forbes.. intersection of IT and business
innovate and grow. strategy.
http://blogs.sap.com/innovation/ http://blogs.forbes.com/sap/
http://scn.sap.com/community/business-trends

Forbes “BrandVoice”: A Blogging Platform For Premium
Advertisers

Business Insider: Future of Business Site Sponsorship

NYTimes “Ricochet”: Wraps Ads Around Curated Content

Slides available on:
Slideshare.net/MichaelBrenner
Thank Marketing Blog:

B2B Marketing Insider
you! SAP Content Hub:

Business Innovation
Michael Brenner
Vice President,
SAP Marketing & Content Strategy
Twitter:
Michael.Brenner@SAP.com @brennermichael
Connect with Me:

8 Steps To Brand Publishing: Michael Brenner @brennermichael

Hochgeladen von

Dokumentinformationen

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

8 Steps To Brand Publishing: Michael Brenner @brennermichael

Hochgeladen von

Copyright:

Verfügbare Formate

8 Steps To Brand Publishing

© 2013 SAP AG. All rights reserved. @BrennerMichael

© 2011 SAP AG. All rights reserved. Confidential 6

© 2013 SAP AG. All rights reserved. @BrennerMichael

© 2013 SAP AG. All rights reserved. @BrennerMichael

© 2013 SAP AG. All rights reserved. @BrennerMichael

• Delivering the content your audience needs, in all the

© 2013 SAP AG. All rights reserved. @BrennerMichael 15

© 2013 SAP AG. All rights reserved. @BrennerMichael 16

Early Stage Visitor:

Later Stage Visitor:

© 2013 SAP AG. All rights reserved. @BrennerMichael 18

Source: Ann Handley

© 2013 SAP AG. All rights reserved. @BrennerMichael 20

© 2013 SAP AG. All rights reserved. @BrennerMichael 21

Top Customer Terms: Terms SAP Ranked For:

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

Topics: driven by top, long-tail, low competition

Focus on Subscriptions Appropriate Offers

© 2013 SAP AG. All rights reserved. @BrennerMichael 24

© 2013 SAP AG. All rights reserved. @BrennerMichael 25

Traffic, engagement and leads we

• Howmuch traffic from Social +

• Howmuch of our search traffic is

• Are we showing true ROI?

Recognized for customer-centric content

. . . Step 8 – Test and Learn . . .

PAID POE Converged EARNED

PR: Content promoted and

© 2013 SAP AG. All rights reserved. @BrennerMichael 28

•Top 50 Influencers for each topic

•10 Predictions for…

© 2013 SAP AG. All rights reserved. @BrennerMichael 29

• More visual design

• More visual content ($$$)

© 2013 SAP AG. All rights reserved. @BrennerMichael 30

Earning an engaged audience Connecting SAP thought Where million of engaged

© 2013 SAP AG. All rights reserved. @BrennerMichael 31

© 2013 SAP AG. All rights reserved. @BrennerMichael 32

© 2013 SAP AG. All rights reserved. @BrennerMichael 33

© 2013 SAP AG. All rights reserved. @BrennerMichael 34

Thank Marketing Blog:

you! SAP Content Hub:

Das könnte Ihnen auch gefallen