howtocreatecontentthatconverts 131212075924-phpapp02
TRANSCRIPT
How To Create Content That Converts
Michael Brenner
SAP - VP Marketing amp Content Strategy
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 2 Public BrennerMichael
Does Marketing = Promotion
copy 2013 SAP AG or an SAP affiliate company All rights reserved 3 Public
BrennerMichael
Some Stats
copy 2013 SAP AG or an SAP affiliate company All rights reserved 5 Public
60 of the buyer journey is complete
before prospects reach out to vendors
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 6 Public
60-70 of B2B marketing
content goes unused
~ (Sirius Decisions)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 7 Public
10 of websitersquos content drives 90
of the traffic
~ (InboundWriter)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 8 Public
05 of a websitersquos content drives
more than 50 of its traffic
~ (InboundWriter)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 9 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds ~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 10 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds
The average attention span of a
goldfish is 9 seconds
~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 11 Public
93 of B2B Marketers use
content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 12 Public
Only 42 of B2B marketers believe they
are effective with content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 13 Public
Only 44 of B2B Marketers have a
documented content strategy
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 14 Public
Emotional marketing messages are twice
as effective as promotional ones
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 15 Public
Interesting content is a top reason that
people follow brands on social media
~ Content+
copy 2013 SAP AG or an SAP affiliate company All rights reserved 16 Public
Content marketing costs 62 less than
traditional marketing and generates
about 3 times as many leads
~ Demand Metric
copy 2013 SAP AG or an SAP affiliate company All rights reserved 17 Public
Conversion rates for brands using
content marketing is 6 to 7x higher
~ Aberdeen
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 2 Public BrennerMichael
Does Marketing = Promotion
copy 2013 SAP AG or an SAP affiliate company All rights reserved 3 Public
BrennerMichael
Some Stats
copy 2013 SAP AG or an SAP affiliate company All rights reserved 5 Public
60 of the buyer journey is complete
before prospects reach out to vendors
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 6 Public
60-70 of B2B marketing
content goes unused
~ (Sirius Decisions)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 7 Public
10 of websitersquos content drives 90
of the traffic
~ (InboundWriter)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 8 Public
05 of a websitersquos content drives
more than 50 of its traffic
~ (InboundWriter)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 9 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds ~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 10 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds
The average attention span of a
goldfish is 9 seconds
~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 11 Public
93 of B2B Marketers use
content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 12 Public
Only 42 of B2B marketers believe they
are effective with content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 13 Public
Only 44 of B2B Marketers have a
documented content strategy
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 14 Public
Emotional marketing messages are twice
as effective as promotional ones
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 15 Public
Interesting content is a top reason that
people follow brands on social media
~ Content+
copy 2013 SAP AG or an SAP affiliate company All rights reserved 16 Public
Content marketing costs 62 less than
traditional marketing and generates
about 3 times as many leads
~ Demand Metric
copy 2013 SAP AG or an SAP affiliate company All rights reserved 17 Public
Conversion rates for brands using
content marketing is 6 to 7x higher
~ Aberdeen
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 3 Public
BrennerMichael
Some Stats
copy 2013 SAP AG or an SAP affiliate company All rights reserved 5 Public
60 of the buyer journey is complete
before prospects reach out to vendors
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 6 Public
60-70 of B2B marketing
content goes unused
~ (Sirius Decisions)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 7 Public
10 of websitersquos content drives 90
of the traffic
~ (InboundWriter)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 8 Public
05 of a websitersquos content drives
more than 50 of its traffic
~ (InboundWriter)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 9 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds ~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 10 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds
The average attention span of a
goldfish is 9 seconds
~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 11 Public
93 of B2B Marketers use
content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 12 Public
Only 42 of B2B marketers believe they
are effective with content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 13 Public
Only 44 of B2B Marketers have a
documented content strategy
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 14 Public
Emotional marketing messages are twice
as effective as promotional ones
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 15 Public
Interesting content is a top reason that
people follow brands on social media
~ Content+
copy 2013 SAP AG or an SAP affiliate company All rights reserved 16 Public
Content marketing costs 62 less than
traditional marketing and generates
about 3 times as many leads
~ Demand Metric
copy 2013 SAP AG or an SAP affiliate company All rights reserved 17 Public
Conversion rates for brands using
content marketing is 6 to 7x higher
~ Aberdeen
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
Some Stats
copy 2013 SAP AG or an SAP affiliate company All rights reserved 5 Public
60 of the buyer journey is complete
before prospects reach out to vendors
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 6 Public
60-70 of B2B marketing
content goes unused
~ (Sirius Decisions)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 7 Public
10 of websitersquos content drives 90
of the traffic
~ (InboundWriter)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 8 Public
05 of a websitersquos content drives
more than 50 of its traffic
~ (InboundWriter)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 9 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds ~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 10 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds
The average attention span of a
goldfish is 9 seconds
~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 11 Public
93 of B2B Marketers use
content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 12 Public
Only 42 of B2B marketers believe they
are effective with content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 13 Public
Only 44 of B2B Marketers have a
documented content strategy
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 14 Public
Emotional marketing messages are twice
as effective as promotional ones
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 15 Public
Interesting content is a top reason that
people follow brands on social media
~ Content+
copy 2013 SAP AG or an SAP affiliate company All rights reserved 16 Public
Content marketing costs 62 less than
traditional marketing and generates
about 3 times as many leads
~ Demand Metric
copy 2013 SAP AG or an SAP affiliate company All rights reserved 17 Public
Conversion rates for brands using
content marketing is 6 to 7x higher
~ Aberdeen
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 5 Public
60 of the buyer journey is complete
before prospects reach out to vendors
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 6 Public
60-70 of B2B marketing
content goes unused
~ (Sirius Decisions)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 7 Public
10 of websitersquos content drives 90
of the traffic
~ (InboundWriter)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 8 Public
05 of a websitersquos content drives
more than 50 of its traffic
~ (InboundWriter)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 9 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds ~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 10 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds
The average attention span of a
goldfish is 9 seconds
~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 11 Public
93 of B2B Marketers use
content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 12 Public
Only 42 of B2B marketers believe they
are effective with content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 13 Public
Only 44 of B2B Marketers have a
documented content strategy
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 14 Public
Emotional marketing messages are twice
as effective as promotional ones
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 15 Public
Interesting content is a top reason that
people follow brands on social media
~ Content+
copy 2013 SAP AG or an SAP affiliate company All rights reserved 16 Public
Content marketing costs 62 less than
traditional marketing and generates
about 3 times as many leads
~ Demand Metric
copy 2013 SAP AG or an SAP affiliate company All rights reserved 17 Public
Conversion rates for brands using
content marketing is 6 to 7x higher
~ Aberdeen
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 6 Public
60-70 of B2B marketing
content goes unused
~ (Sirius Decisions)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 7 Public
10 of websitersquos content drives 90
of the traffic
~ (InboundWriter)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 8 Public
05 of a websitersquos content drives
more than 50 of its traffic
~ (InboundWriter)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 9 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds ~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 10 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds
The average attention span of a
goldfish is 9 seconds
~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 11 Public
93 of B2B Marketers use
content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 12 Public
Only 42 of B2B marketers believe they
are effective with content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 13 Public
Only 44 of B2B Marketers have a
documented content strategy
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 14 Public
Emotional marketing messages are twice
as effective as promotional ones
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 15 Public
Interesting content is a top reason that
people follow brands on social media
~ Content+
copy 2013 SAP AG or an SAP affiliate company All rights reserved 16 Public
Content marketing costs 62 less than
traditional marketing and generates
about 3 times as many leads
~ Demand Metric
copy 2013 SAP AG or an SAP affiliate company All rights reserved 17 Public
Conversion rates for brands using
content marketing is 6 to 7x higher
~ Aberdeen
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 7 Public
10 of websitersquos content drives 90
of the traffic
~ (InboundWriter)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 8 Public
05 of a websitersquos content drives
more than 50 of its traffic
~ (InboundWriter)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 9 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds ~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 10 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds
The average attention span of a
goldfish is 9 seconds
~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 11 Public
93 of B2B Marketers use
content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 12 Public
Only 42 of B2B marketers believe they
are effective with content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 13 Public
Only 44 of B2B Marketers have a
documented content strategy
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 14 Public
Emotional marketing messages are twice
as effective as promotional ones
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 15 Public
Interesting content is a top reason that
people follow brands on social media
~ Content+
copy 2013 SAP AG or an SAP affiliate company All rights reserved 16 Public
Content marketing costs 62 less than
traditional marketing and generates
about 3 times as many leads
~ Demand Metric
copy 2013 SAP AG or an SAP affiliate company All rights reserved 17 Public
Conversion rates for brands using
content marketing is 6 to 7x higher
~ Aberdeen
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 8 Public
05 of a websitersquos content drives
more than 50 of its traffic
~ (InboundWriter)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 9 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds ~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 10 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds
The average attention span of a
goldfish is 9 seconds
~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 11 Public
93 of B2B Marketers use
content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 12 Public
Only 42 of B2B marketers believe they
are effective with content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 13 Public
Only 44 of B2B Marketers have a
documented content strategy
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 14 Public
Emotional marketing messages are twice
as effective as promotional ones
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 15 Public
Interesting content is a top reason that
people follow brands on social media
~ Content+
copy 2013 SAP AG or an SAP affiliate company All rights reserved 16 Public
Content marketing costs 62 less than
traditional marketing and generates
about 3 times as many leads
~ Demand Metric
copy 2013 SAP AG or an SAP affiliate company All rights reserved 17 Public
Conversion rates for brands using
content marketing is 6 to 7x higher
~ Aberdeen
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 9 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds ~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 10 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds
The average attention span of a
goldfish is 9 seconds
~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 11 Public
93 of B2B Marketers use
content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 12 Public
Only 42 of B2B marketers believe they
are effective with content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 13 Public
Only 44 of B2B Marketers have a
documented content strategy
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 14 Public
Emotional marketing messages are twice
as effective as promotional ones
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 15 Public
Interesting content is a top reason that
people follow brands on social media
~ Content+
copy 2013 SAP AG or an SAP affiliate company All rights reserved 16 Public
Content marketing costs 62 less than
traditional marketing and generates
about 3 times as many leads
~ Demand Metric
copy 2013 SAP AG or an SAP affiliate company All rights reserved 17 Public
Conversion rates for brands using
content marketing is 6 to 7x higher
~ Aberdeen
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 10 Public
The average attention span has dropped
from 12 seconds in 2000 to 8 seconds
The average attention span of a
goldfish is 9 seconds
~ (Statistic Brain)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 11 Public
93 of B2B Marketers use
content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 12 Public
Only 42 of B2B marketers believe they
are effective with content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 13 Public
Only 44 of B2B Marketers have a
documented content strategy
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 14 Public
Emotional marketing messages are twice
as effective as promotional ones
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 15 Public
Interesting content is a top reason that
people follow brands on social media
~ Content+
copy 2013 SAP AG or an SAP affiliate company All rights reserved 16 Public
Content marketing costs 62 less than
traditional marketing and generates
about 3 times as many leads
~ Demand Metric
copy 2013 SAP AG or an SAP affiliate company All rights reserved 17 Public
Conversion rates for brands using
content marketing is 6 to 7x higher
~ Aberdeen
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 11 Public
93 of B2B Marketers use
content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 12 Public
Only 42 of B2B marketers believe they
are effective with content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 13 Public
Only 44 of B2B Marketers have a
documented content strategy
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 14 Public
Emotional marketing messages are twice
as effective as promotional ones
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 15 Public
Interesting content is a top reason that
people follow brands on social media
~ Content+
copy 2013 SAP AG or an SAP affiliate company All rights reserved 16 Public
Content marketing costs 62 less than
traditional marketing and generates
about 3 times as many leads
~ Demand Metric
copy 2013 SAP AG or an SAP affiliate company All rights reserved 17 Public
Conversion rates for brands using
content marketing is 6 to 7x higher
~ Aberdeen
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 12 Public
Only 42 of B2B marketers believe they
are effective with content marketing
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 13 Public
Only 44 of B2B Marketers have a
documented content strategy
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 14 Public
Emotional marketing messages are twice
as effective as promotional ones
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 15 Public
Interesting content is a top reason that
people follow brands on social media
~ Content+
copy 2013 SAP AG or an SAP affiliate company All rights reserved 16 Public
Content marketing costs 62 less than
traditional marketing and generates
about 3 times as many leads
~ Demand Metric
copy 2013 SAP AG or an SAP affiliate company All rights reserved 17 Public
Conversion rates for brands using
content marketing is 6 to 7x higher
~ Aberdeen
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 13 Public
Only 44 of B2B Marketers have a
documented content strategy
~ (CMI MarketingProfs)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 14 Public
Emotional marketing messages are twice
as effective as promotional ones
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 15 Public
Interesting content is a top reason that
people follow brands on social media
~ Content+
copy 2013 SAP AG or an SAP affiliate company All rights reserved 16 Public
Content marketing costs 62 less than
traditional marketing and generates
about 3 times as many leads
~ Demand Metric
copy 2013 SAP AG or an SAP affiliate company All rights reserved 17 Public
Conversion rates for brands using
content marketing is 6 to 7x higher
~ Aberdeen
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 14 Public
Emotional marketing messages are twice
as effective as promotional ones
~ (CEB)
copy 2013 SAP AG or an SAP affiliate company All rights reserved 15 Public
Interesting content is a top reason that
people follow brands on social media
~ Content+
copy 2013 SAP AG or an SAP affiliate company All rights reserved 16 Public
Content marketing costs 62 less than
traditional marketing and generates
about 3 times as many leads
~ Demand Metric
copy 2013 SAP AG or an SAP affiliate company All rights reserved 17 Public
Conversion rates for brands using
content marketing is 6 to 7x higher
~ Aberdeen
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 15 Public
Interesting content is a top reason that
people follow brands on social media
~ Content+
copy 2013 SAP AG or an SAP affiliate company All rights reserved 16 Public
Content marketing costs 62 less than
traditional marketing and generates
about 3 times as many leads
~ Demand Metric
copy 2013 SAP AG or an SAP affiliate company All rights reserved 17 Public
Conversion rates for brands using
content marketing is 6 to 7x higher
~ Aberdeen
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 16 Public
Content marketing costs 62 less than
traditional marketing and generates
about 3 times as many leads
~ Demand Metric
copy 2013 SAP AG or an SAP affiliate company All rights reserved 17 Public
Conversion rates for brands using
content marketing is 6 to 7x higher
~ Aberdeen
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 17 Public
Conversion rates for brands using
content marketing is 6 to 7x higher
~ Aberdeen
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
Context
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
BrennerMichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 21 Public
Today we are all connected
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 22 Public BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 23 Public BrennerMichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
24 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Source GoGlobe amp Qmee
Content on the internet tripled between 2010 and 2013
BrennerMichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
25 copy 2013 SAP AG or an SAP affiliate company All rights reserved
Social media sharing has doubled between 2011 and 2013
Source KPCB
BrennerMichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
26 copy 2013 SAP AG or an SAP affiliate company All rights reserved
73 of people surveyed wouldnrsquot care if the brands
they use disappeared from their life
Source CoExist
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 27 Public
BrennerMichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
Our Story
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 30 Public
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-
Wuumlrttemberg 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 companys best-known software products are its enterprise
resource planning application systems and management (SAP
ERP) its enterprise data warehouse product ndash 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
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 31 Public
One Thing Is Your Content Mapped To Buying Stage
Source MylesBristowe and CommCreative
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 32 Public
Get Shared (Social)
Get Leads (Conversion)
Get Found
(SEO) Content
Marketing
Why Is Content Marketing Important
search engine optimization
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 33 Public
The Answer Think And Act Like A Publisher
- Content Customers Actually Want To Consume
- Content That Doesnrsquot Feel Like Marketing
bullCreated to show your unique perspective
bullCurated to answer ALL your customer questions
bullSyndicated to all the channels they use
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 34 Public
Source Ann Handley wwwannhandleycom
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 35 Public
Business Innovation
Mission
To earn our audiencersquos
attention by helping
them grow their
business out-perform
their competition and
advance their careers
httpblogssapcominnovation
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 36 Public
Business Innovation Site Objectives
Affinity for
the SAP
brand
Reach Early-Stage buyers Become an authority
Drive Business Results
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 37 Public
Business Innovation A ldquoContent Hubrdquo to earn traffic instead of buying it
NO PROMOTIONAL CONTENT
Daily Social Mobile
ldquoCurated Authorsrdquo
Subtle branding
Conversions To SAPcom Solutions
Market examples AMEX Open Forum Adobe CMOcom and
BCGPerspectives
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 38 Public
Traffic engagement
and leads we would
have ve NEVER seen
Recognized by Fast
Company Digiday
Content Marketing
Institute morehellip
Infographic to Report on Goals Reach Engagement AND Conversions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 39 Public
Organic amp Social Trending
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 40 Public
Continuously Optimizing For Conversion
Offers Subscriptions
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 41 Public
Most Popular Articles (10X average Pageviews)
bull Top 50 Influencers 10 Blog Sites
bull Terms You Need To Know
bull 10 Predictions forhellip
bull What is [Keyword]
bull Infographics
bull Slideshares
bull Videos BrennerMichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
The Future of Content Marketing bull Customer-Centric
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
BrennerMichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
44 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The half-life of a piece of content
shared on top social networks is 3 hours
Source Bitly
BrennerMichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
45 copy 2013 SAP AG or an SAP affiliate company All rights reserved
The average US adult spends 141 minutes a day using
mobile devices
Source Advertising Age Mobile Fact Pack 2013
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 46 Public
Image Source BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 47 Public
Weve created this resource to help you ndash 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
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
48 copy 2013 SAP AG or an SAP affiliate company All rights reserved
90 of all internet traffic in 2017 will be video
Source Cisco
BrennerMichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher Newsroom
bull Brand + Publisher
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 50 Public
Business Insider Future of Business Site Sponsorship
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved 51 Public
Business Insider Future of Business Site Sponsorship
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
The Future of Content Marketing bull Customer-Centric
bull More Visual Consumable Snackable
bull Brand As Publisher
bull Brand + Publisher
bull Brand As Entertainer
BrennerMichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael
copy 2013 SAP AG or an SAP affiliate company All rights reserved
Thank
you Michael Brenner Vice President
SAP Marketing amp Content Strategy
MichaelBrennerSAPcom
Connect with Me
Slides available on SlidesharenetMichaelBrenner
Marketing Blog
B2B Marketing Insider
SAP Content Hub
Business Innovation
brennermichael