How To Create Content That Converts

Michael Brenner
SAP - VP, Marketing & Content Strategy
@BrennerMichael
 Does Marketing = Promotion?

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Public 2
 @BrennerMichael
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Some Stats
 60% of the buyer journey is complete
before prospects reach out to vendors.
~ (CEB)

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 60-70% of B2B marketing
content goes unused
~ (Sirius Decisions)

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 10% of website’s content drives 90%
of the traffic.
~ (InboundWriter)

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 0.5% of a website’s content drives
more than 50% of its traffic.
~ (InboundWriter)

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 The average attention span has dropped
from 12 seconds in 2000 to 8 seconds.
~ (Statistic Brain)

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 The average attention span has dropped
from 12 seconds in 2000 to 8 seconds.
The average attention span of a
goldfish is 9 seconds.

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~ (Statistic Brain) Public 10
 93% of B2B Marketers use
content marketing.
~ (CMI / MarketingProfs)

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 Only 42% of B2B marketers believe they
are effective with content marketing.
~ (CMI / MarketingProfs)

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 Only 44% of B2B Marketers have a
documented content strategy.
~ (CMI / MarketingProfs)

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 Emotional marketing messages are twice
as effective as promotional ones.
~ (CEB)

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 Interesting content is a top reason that
people follow brands on social media
~ Content+

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 Content marketing costs 62% less than
traditional marketing and generates
about 3 times as many leads.
~ Demand Metric

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 Conversion rates for brands using
content marketing is 6 to 7x higher.
~ Aberdeen

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Context
@BrennerMichael
@BrennerMichael
Today we are all connected

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 Content on the internet tripled between 2010 and 2013.
Source: GoGlobe & Qmee

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 Social media sharing has doubled between 2011 and 2013.

Source: KPCB

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

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 @BrennerMichael
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Our Story
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.

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One Thing: Is Your Content Mapped To Buying Stage?

Source: @MylesBristowe and CommCreative

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Why Is Content Marketing Important?

Get Found Get Shared

(SEO*) Content (Social)

Marketing
Get Leads
(Conversion)
*search engine optimization
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The Answer: Think And Act Like A Publisher

- Content Customers Actually Want To Consume

- Content That Doesn’t Feel Like Marketing
•Created to show your unique perspective
•Curated to answer ALL your customer questions
•Syndicated to all the channels they use

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 Source: Ann Handley
www.annhandley.com
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Business Innovation 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.

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Business Innovation Site Objectives

Become an authority Reach Early-Stage buyers

Affinity for
the SAP
Drive Business Results brand
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Business Innovation
A “Content Hub” to earn traffic instead of buying it
 NO PROMOTIONAL CONTENT
 Daily, Social, Mobile
 “Curated Authors”
 Subtle branding
 Conversions To SAP.com / Solutions
Market examples: AMEX Open Forum, Adobe CMO.com and
BCGPerspectives

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Infographic to Report on Goals:
Reach, Engagement AND Conversions

Traffic, engagement
and leads we would
have ve NEVER seen!

Recognized by Fast
Company, Digiday,
Content Marketing
Institute, more…

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Organic & Social Trending

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Continuously Optimizing For Conversion

Subscriptions Offers

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Most Popular Articles (10X average Pageviews)

• Top 50 Influencers / 10 Blog Sites

• Terms You Need To Know
• 10 Predictions for…
• What is [Keyword]?
• Infographics
• Slideshares
• Videos
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The Future of Content Marketing?
• Customer-Centric

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

@BrennerMichael
 The half-life of a piece of content
shared on top social networks is 3 hours.
Source: Bit.ly

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 The average US adult spends 141 minutes a day using
mobile devices.
Source: Advertising Age Mobile Fact Pack, 2013

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 @BrennerMichael
Image Source/
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 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.

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 90% of all internet traffic in 2017 will be video.
Source: Cisco

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The Future of Content Marketing?
• Customer-Centric
• More Visual, Consumable, Snackable
• Brand As Publisher, Newsroom
• Brand + Publisher

@BrennerMichael
Business Insider: Future of Business Site Sponsorship

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Business Insider: Future of Business Site Sponsorship

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The Future of Content Marketing?
• Customer-Centric
• More Visual, Consumable, Snackable
• Brand As Publisher
• Brand + Publisher
• Brand As Entertainer?

@BrennerMichael
 Slides available on:
Slideshare.net/MichaelBrenner

Thank Marketing Blog:

B2B Marketing Insider
you! SAP Content Hub:
Michael Brenner
Vice President,
Business Innovation
SAP Marketing & Content Strategy
Michael.Brenner@SAP.com
Twitter:
Connect with Me: @brennermichael

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