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How To Create Content That Converts

http://www.b2bmarketinginsider.com/content-marketing/create-content-converts-slides ‎ <br>Today I will be presenting to some amazing folks at the Chicago Business Marketing Association. The topic is "How To Create Content That Converts." <br><br>But here's the simple secret: You have to earn conversions! <br><br>The best way to create content that converts is to start by creating content people actually want to read. <br><br>You don't need a whole bunch of new resources. <br><br>You just have to stop creating content that doesn't convert because no one wants to read it. Stop creating content that tries to convert and create content that people actually want. Then you can figure out the best way to convert them. <br><br>In The 2014 Content Marketing Imperative, I shared some amazing statistics that show that "content marketing is like sex" (Joe Pulizzi said it, not me): Everyone is doing it. But no one is very good at it. <br><br>Why? Because we are trying too hard to convert and not trying hard enough to make our buyers happy. If we focus on them and their needs, we can earn the right to convert them. <br><br>You may not get it perfectly right the first time. But if you keep creating content that people want to read, then you can test and learn what works. <br><br>This is the main point of my presentation today. We haven't figured it all out yet. But we're going to continue testing ways to earn our audience's attention through helpful content and how best to gain their trust. <br><br>You can see the slides here and please let me know what you think in the comments below. And follow me @BrennerMichael

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How To Create Content That Converts

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  1. How To Create Content That Converts Michael Brenner SAP - VP, Marketing & Content Strategy @BrennerMichael

  2. Does Marketing = Promotion? @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 2 Public

  3. @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 3 Public

  4. Some Stats

  5. 60% of the buyer journey is complete before prospects reach out to vendors. ~ (CEB) © 2013 SAP AG or an SAP affiliate company. All rights reserved. 5 Public

  6. 60-70% of B2B marketing content goes unused ~ (Sirius Decisions) © 2013 SAP AG or an SAP affiliate company. All rights reserved. 6 Public

  7. 10% of website’s content drives 90% of the traffic. ~ (InboundWriter) © 2013 SAP AG or an SAP affiliate company. All rights reserved. 7 Public

  8. 0.5% of a website’s content drives more than 50% of its traffic. ~ (InboundWriter) © 2013 SAP AG or an SAP affiliate company. All rights reserved. 8 Public

  9. The average attention span has dropped from 12 seconds in 2000 to 8 seconds. ~ (Statistic Brain) © 2013 SAP AG or an SAP affiliate company. All rights reserved. 9 Public

  10. 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) © 2013 SAP AG or an SAP affiliate company. All rights reserved. 10 Public

  11. 93% of B2B Marketers use content marketing. ~ (CMI / MarketingProfs) © 2013 SAP AG or an SAP affiliate company. All rights reserved. 11 Public

  12. Only 42% of B2B marketers believe they are effective with content marketing. ~ (CMI / MarketingProfs) © 2013 SAP AG or an SAP affiliate company. All rights reserved. 12 Public

  13. Only 44% of B2B Marketers have a documented content strategy. ~ (CMI / MarketingProfs) © 2013 SAP AG or an SAP affiliate company. All rights reserved. 13 Public

  14. Emotional marketing messages are twice as effective as promotional ones. ~ (CEB) © 2013 SAP AG or an SAP affiliate company. All rights reserved. 14 Public

  15. Interesting content is a top reason that people follow brands on social media ~ Content+ © 2013 SAP AG or an SAP affiliate company. All rights reserved. 15 Public

  16. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. ~ Demand Metric © 2013 SAP AG or an SAP affiliate company. All rights reserved. 16 Public

  17. Conversion rates for brands using content marketing is 6 to 7x higher. ~ Aberdeen © 2013 SAP AG or an SAP affiliate company. All rights reserved. 17 Public

  18. Context

  19. @BrennerMichael

  20. @BrennerMichael

  21. Today we are all connected @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 21 Public

  22. @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 22 Public

  23. @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 23 Public

  24. Content on the internet tripled between 2010 and 2013. Source: GoGlobe & Qmee @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 24

  25. Social media sharing has doubled between 2011 and 2013. Source: KPCB @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 25

  26. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. Source: Co.Exist @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 26

  27. @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 27 Public

  28. Our Story

  29. What Does SAP Do? (Wikipedia) Interesting? Is The Customer The Hero Of This Story? SAP AG is a German multinational software corporation that makes enterprise software to manage business operations and customer relations. Headquartered in Walldorf, Baden- Württemberg, Germany, with regional offices around the world, SAP is the leader in the market of enterprise applications in terms of software and software-related service.[2] The company's best-known software products are its enterprise resource planning application systems and management (SAP ERP), its enterprise data warehouse product – SAP Business Warehouse (SAP BW), SAP BusinessObjects software, and most recently, Sybase mobile products and in-memory computing appliance SAP HANA. SAP is one of the largest software companies in the world. @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 30 Public

  30. One Thing: Is Your Content Mapped To Buying Stage? Source: @MylesBristowe and CommCreative @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 31 Public

  31. Why Is Content Marketing Important? Get Shared (Social) Get Found (SEO*) Content Marketing Get Leads (Conversion) *search engine optimization @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 32 Public

  32. The Answer: Think And Act Like A Publisher - Content Customers Actually Want To Consume - Content That Doesn’t Feel Like Marketing •Created to show your unique perspective •Curated to answer ALL your customer questions •Syndicated to all the channels they use @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 33 Public

  33. Source: Ann Handley www.annhandley.com @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 34 Public

  34. Business Innovation http://blogs.sap.com/innovation Mission: To earn our audience’s attention by helping them grow their business, out-perform their competition and advance their careers. @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 35 Public

  35. Business Innovation Site Objectives Reach Early-Stage buyers Become an authority Affinity for the SAP brand Drive Business Results © 2013 SAP AG or an SAP affiliate company. All rights reserved. 36 Public

  36. Business Innovation A “Content Hub” to earn traffic instead of buying it  NO PROMOTIONAL CONTENT  Daily, Social, Mobile “Curated Authors”  Subtle branding  Conversions To SAP.com / Solutions Market examples: AMEX Open Forum, Adobe CMO.com and BCGPerspectives © 2013 SAP AG or an SAP affiliate company. All rights reserved. 37 Public

  37. Infographic to Report on Goals: Reach, Engagement AND Conversions Traffic, engagement and leads we would have ve NEVER seen! Recognized by Fast Company, Digiday, Content Marketing Institute, more… © 2013 SAP AG or an SAP affiliate company. All rights reserved. 38 Public

  38. Organic & Social Trending © 2013 SAP AG or an SAP affiliate company. All rights reserved. 39 Public

  39. Continuously Optimizing For Conversion Offers Subscriptions © 2013 SAP AG or an SAP affiliate company. All rights reserved. 40 Public

  40. Most Popular Articles (10X average Pageviews) •Top 50 Influencers / 10 Blog Sites • Terms You Need To Know • 10 Predictions for… • What is [Keyword]? • Infographics • Slideshares • Videos @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 41 Public

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

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

  43. The half-life of a piece of content shared on top social networks is 3 hours. Source: Bit.ly @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 44

  44. The average US adult spends 141 minutes a day using mobile devices. Source: Advertising Age Mobile Fact Pack, 2013 @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 45

  45. @BrennerMichael Image Source/ © 2013 SAP AG or an SAP affiliate company. All rights reserved. 46 Public

  46. We've created this resource to help you – whether you are a business leader, a social consumer, a millennial employee - to help drive transformational change within your corner of the world. Because no matter what you do, where you do it, how much experience you have or whatever industry you serve, the future of business will be created by you. Click here to view all 99 Facts on The Future of Business. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 47 Public

  47. 90% of all internet traffic in 2017 will be video. Source: Cisco @BrennerMichael © 2013 SAP AG or an SAP affiliate company. All rights reserved. 48

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

  49. Business Insider: Future of Business Site Sponsorship © 2013 SAP AG or an SAP affiliate company. All rights reserved. 50 Public

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