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

The Content Marketing Imperative #MPOMMA #IWNY <br>This was one of the key stats that really seemed to resonate with the audience I spoke to this morning at #MPOMMA #IWNY. <br><br>I was thrilled to kick off the day as the opening keynote. And although I was competing with the mayor of NY, Bill de Blasio on another #IWNY stage, the audience filled the Media Post Theater at OMMA Native #MPOMMA. <br><br>My job was to set the stage for the discussion on Native Advertising. <br>I asked “Why are we talking about Native Advertising?” And the answer is because digital, social and mobile access has changed the world. Marketing has become highly ineffective because consumers can now tune us out. <br>What do they tune in to? Stories. Stories that connect on a human and emotional basis. <br>I also provided an overview of the journey we’ve taken and some of the native advertising we’ve tested. <br><br>Check out my slides here:

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

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

  2. What Is Marketing? @BrennerMichael

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

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

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

  6. @BrennerMichael

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

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

  9. @BrennerMichael

  10. @BrennerMichael

  11. What Is Marketing? @BrennerMichael

  12. @BrennerMichael

  13. @BrennerMichael

  14. Our Story

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

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

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

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

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

  20. Native AdvertisingExamples

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

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

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

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

  25. Content And The Future of Marketing?

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

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

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

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

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

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