how to create content people want
Post on 22-Jul-2015
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Preview:
TRANSCRIPT
Michael Brenner
NewsCred ndash Head of Strategy
BrennerMichael
How To Create Content People
Actually Want
Just 3 Things
The world has changed
Most content stinks
Attract people through stories they love
Me 20 pounds years ago
Today we are all connected
BrennerMichael
475 billion piece of content are shared
18 billion photos are uploaded and shared
500 million tweets are posted
700 million snapchats are sent
Every single dayhellip
What is going on
5000
78
9444
90
marketing messages
per day
ldquoDo Not Callrdquo list
skip TV ads
direct mail never opened
of emails never opened
We tuneout the noise
Less likely
to click on a
banner thanhellip
60-70 of marketing content
goes completely unused(Sirius Decisions)
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
73 of people surveyed wouldnrsquot care if the
brands they use
disappeared from their life(CoExist)
1
9
The average attention span of a person
has dropped from 12 seconds in 2000 to
8 seconds
The average attention span of a goldfish
is 9 seconds
~ (Statistic Brain)
The half-life of a piece of content
shared on top social networks is 3
hours (Half-life amount of time for content to reach 50 of the clicks it will ever receive)
Source Bitly
Content today must
compete with pictures of
babies and kittens
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Just 3 Things
The world has changed
Most content stinks
Attract people through stories they love
Me 20 pounds years ago
Today we are all connected
BrennerMichael
475 billion piece of content are shared
18 billion photos are uploaded and shared
500 million tweets are posted
700 million snapchats are sent
Every single dayhellip
What is going on
5000
78
9444
90
marketing messages
per day
ldquoDo Not Callrdquo list
skip TV ads
direct mail never opened
of emails never opened
We tuneout the noise
Less likely
to click on a
banner thanhellip
60-70 of marketing content
goes completely unused(Sirius Decisions)
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
73 of people surveyed wouldnrsquot care if the
brands they use
disappeared from their life(CoExist)
1
9
The average attention span of a person
has dropped from 12 seconds in 2000 to
8 seconds
The average attention span of a goldfish
is 9 seconds
~ (Statistic Brain)
The half-life of a piece of content
shared on top social networks is 3
hours (Half-life amount of time for content to reach 50 of the clicks it will ever receive)
Source Bitly
Content today must
compete with pictures of
babies and kittens
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Me 20 pounds years ago
Today we are all connected
BrennerMichael
475 billion piece of content are shared
18 billion photos are uploaded and shared
500 million tweets are posted
700 million snapchats are sent
Every single dayhellip
What is going on
5000
78
9444
90
marketing messages
per day
ldquoDo Not Callrdquo list
skip TV ads
direct mail never opened
of emails never opened
We tuneout the noise
Less likely
to click on a
banner thanhellip
60-70 of marketing content
goes completely unused(Sirius Decisions)
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
73 of people surveyed wouldnrsquot care if the
brands they use
disappeared from their life(CoExist)
1
9
The average attention span of a person
has dropped from 12 seconds in 2000 to
8 seconds
The average attention span of a goldfish
is 9 seconds
~ (Statistic Brain)
The half-life of a piece of content
shared on top social networks is 3
hours (Half-life amount of time for content to reach 50 of the clicks it will ever receive)
Source Bitly
Content today must
compete with pictures of
babies and kittens
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Today we are all connected
BrennerMichael
475 billion piece of content are shared
18 billion photos are uploaded and shared
500 million tweets are posted
700 million snapchats are sent
Every single dayhellip
What is going on
5000
78
9444
90
marketing messages
per day
ldquoDo Not Callrdquo list
skip TV ads
direct mail never opened
of emails never opened
We tuneout the noise
Less likely
to click on a
banner thanhellip
60-70 of marketing content
goes completely unused(Sirius Decisions)
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
73 of people surveyed wouldnrsquot care if the
brands they use
disappeared from their life(CoExist)
1
9
The average attention span of a person
has dropped from 12 seconds in 2000 to
8 seconds
The average attention span of a goldfish
is 9 seconds
~ (Statistic Brain)
The half-life of a piece of content
shared on top social networks is 3
hours (Half-life amount of time for content to reach 50 of the clicks it will ever receive)
Source Bitly
Content today must
compete with pictures of
babies and kittens
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
BrennerMichael
475 billion piece of content are shared
18 billion photos are uploaded and shared
500 million tweets are posted
700 million snapchats are sent
Every single dayhellip
What is going on
5000
78
9444
90
marketing messages
per day
ldquoDo Not Callrdquo list
skip TV ads
direct mail never opened
of emails never opened
We tuneout the noise
Less likely
to click on a
banner thanhellip
60-70 of marketing content
goes completely unused(Sirius Decisions)
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
73 of people surveyed wouldnrsquot care if the
brands they use
disappeared from their life(CoExist)
1
9
The average attention span of a person
has dropped from 12 seconds in 2000 to
8 seconds
The average attention span of a goldfish
is 9 seconds
~ (Statistic Brain)
The half-life of a piece of content
shared on top social networks is 3
hours (Half-life amount of time for content to reach 50 of the clicks it will ever receive)
Source Bitly
Content today must
compete with pictures of
babies and kittens
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
475 billion piece of content are shared
18 billion photos are uploaded and shared
500 million tweets are posted
700 million snapchats are sent
Every single dayhellip
What is going on
5000
78
9444
90
marketing messages
per day
ldquoDo Not Callrdquo list
skip TV ads
direct mail never opened
of emails never opened
We tuneout the noise
Less likely
to click on a
banner thanhellip
60-70 of marketing content
goes completely unused(Sirius Decisions)
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
73 of people surveyed wouldnrsquot care if the
brands they use
disappeared from their life(CoExist)
1
9
The average attention span of a person
has dropped from 12 seconds in 2000 to
8 seconds
The average attention span of a goldfish
is 9 seconds
~ (Statistic Brain)
The half-life of a piece of content
shared on top social networks is 3
hours (Half-life amount of time for content to reach 50 of the clicks it will ever receive)
Source Bitly
Content today must
compete with pictures of
babies and kittens
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
What is going on
5000
78
9444
90
marketing messages
per day
ldquoDo Not Callrdquo list
skip TV ads
direct mail never opened
of emails never opened
We tuneout the noise
Less likely
to click on a
banner thanhellip
60-70 of marketing content
goes completely unused(Sirius Decisions)
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
73 of people surveyed wouldnrsquot care if the
brands they use
disappeared from their life(CoExist)
1
9
The average attention span of a person
has dropped from 12 seconds in 2000 to
8 seconds
The average attention span of a goldfish
is 9 seconds
~ (Statistic Brain)
The half-life of a piece of content
shared on top social networks is 3
hours (Half-life amount of time for content to reach 50 of the clicks it will ever receive)
Source Bitly
Content today must
compete with pictures of
babies and kittens
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
5000
78
9444
90
marketing messages
per day
ldquoDo Not Callrdquo list
skip TV ads
direct mail never opened
of emails never opened
We tuneout the noise
Less likely
to click on a
banner thanhellip
60-70 of marketing content
goes completely unused(Sirius Decisions)
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
73 of people surveyed wouldnrsquot care if the
brands they use
disappeared from their life(CoExist)
1
9
The average attention span of a person
has dropped from 12 seconds in 2000 to
8 seconds
The average attention span of a goldfish
is 9 seconds
~ (Statistic Brain)
The half-life of a piece of content
shared on top social networks is 3
hours (Half-life amount of time for content to reach 50 of the clicks it will ever receive)
Source Bitly
Content today must
compete with pictures of
babies and kittens
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
We tuneout the noise
Less likely
to click on a
banner thanhellip
60-70 of marketing content
goes completely unused(Sirius Decisions)
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
73 of people surveyed wouldnrsquot care if the
brands they use
disappeared from their life(CoExist)
1
9
The average attention span of a person
has dropped from 12 seconds in 2000 to
8 seconds
The average attention span of a goldfish
is 9 seconds
~ (Statistic Brain)
The half-life of a piece of content
shared on top social networks is 3
hours (Half-life amount of time for content to reach 50 of the clicks it will ever receive)
Source Bitly
Content today must
compete with pictures of
babies and kittens
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Less likely
to click on a
banner thanhellip
60-70 of marketing content
goes completely unused(Sirius Decisions)
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
73 of people surveyed wouldnrsquot care if the
brands they use
disappeared from their life(CoExist)
1
9
The average attention span of a person
has dropped from 12 seconds in 2000 to
8 seconds
The average attention span of a goldfish
is 9 seconds
~ (Statistic Brain)
The half-life of a piece of content
shared on top social networks is 3
hours (Half-life amount of time for content to reach 50 of the clicks it will ever receive)
Source Bitly
Content today must
compete with pictures of
babies and kittens
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
60-70 of marketing content
goes completely unused(Sirius Decisions)
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
73 of people surveyed wouldnrsquot care if the
brands they use
disappeared from their life(CoExist)
1
9
The average attention span of a person
has dropped from 12 seconds in 2000 to
8 seconds
The average attention span of a goldfish
is 9 seconds
~ (Statistic Brain)
The half-life of a piece of content
shared on top social networks is 3
hours (Half-life amount of time for content to reach 50 of the clicks it will ever receive)
Source Bitly
Content today must
compete with pictures of
babies and kittens
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
73 of people surveyed wouldnrsquot care if the
brands they use
disappeared from their life(CoExist)
1
9
The average attention span of a person
has dropped from 12 seconds in 2000 to
8 seconds
The average attention span of a goldfish
is 9 seconds
~ (Statistic Brain)
The half-life of a piece of content
shared on top social networks is 3
hours (Half-life amount of time for content to reach 50 of the clicks it will ever receive)
Source Bitly
Content today must
compete with pictures of
babies and kittens
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
73 of people surveyed wouldnrsquot care if the
brands they use
disappeared from their life(CoExist)
1
9
The average attention span of a person
has dropped from 12 seconds in 2000 to
8 seconds
The average attention span of a goldfish
is 9 seconds
~ (Statistic Brain)
The half-life of a piece of content
shared on top social networks is 3
hours (Half-life amount of time for content to reach 50 of the clicks it will ever receive)
Source Bitly
Content today must
compete with pictures of
babies and kittens
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
1
9
The average attention span of a person
has dropped from 12 seconds in 2000 to
8 seconds
The average attention span of a goldfish
is 9 seconds
~ (Statistic Brain)
The half-life of a piece of content
shared on top social networks is 3
hours (Half-life amount of time for content to reach 50 of the clicks it will ever receive)
Source Bitly
Content today must
compete with pictures of
babies and kittens
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
The average attention span of a person
has dropped from 12 seconds in 2000 to
8 seconds
The average attention span of a goldfish
is 9 seconds
~ (Statistic Brain)
The half-life of a piece of content
shared on top social networks is 3
hours (Half-life amount of time for content to reach 50 of the clicks it will ever receive)
Source Bitly
Content today must
compete with pictures of
babies and kittens
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
The half-life of a piece of content
shared on top social networks is 3
hours (Half-life amount of time for content to reach 50 of the clicks it will ever receive)
Source Bitly
Content today must
compete with pictures of
babies and kittens
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Content today must
compete with pictures of
babies and kittens
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
23copy 2014 SAP AG or an SAP affiliate company All rights reserved
of millennials said that a compelling
advertisement would make them trust
a brand more 1
ForbesElite Daily study Jan 2015
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
24copy 2014 SAP AG or an SAP affiliate company All rights reserved
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
26copy 2014 SAP AG or an SAP affiliate company All rights reserved
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Behind every tweet share
and purchase is a person
like you and me
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
2
8
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
ldquoThe customer journey is nothing more
than a series of questions that must be
answered
rdquo
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Reach and Engage
the Right People
Early-stage Searches
Middle-stage
Brand Searches
Search So
cial Vo
lum
e
What is Content Marketing(10-3000 X)
Who is the best Content Marketing provider
(2-10 X)
NewsCred Content Marketing software is
how awesome
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Business Instinct
ContentMarketing
What Businesses
Produce
WhatCustomers
Want
CharityEmpathy
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
ldquoContent marketing is the marketing and business process for creating and distributing
relevant and valuable content to attract acquire and engage a clearly defined and
understood target audience ndash with the objective of driving profitable customer actionrdquo
-Content Marketing Institute
bull Not advertising or PR
bull It is continuous
bull Customer not brand-focused
bull Seeks to answer customer questions across the buyer journey
bull Owned media = An Asset for your business with LTV and ROI
Content Marketing Defined
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Donrsquot build your house on rented
land
Publish on your own Content Hub
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
The Promise of Content Marketing
To earn your audience
versus
buying it
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
ldquoWe need to stop interrupting what
people are interested in and be what
people are interested in
- CRAIG DAVIS -rdquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
How brands can become consumed with their
story not their customers
Unique Point of View Trap
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
3
8
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich Mateschitz
Founder + CEO Red Bull
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-driven
Continuous content
People
Marketers are taking a new approach
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
The Future of Content Marketing is
INFORMATIVE
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
SAP Case Study
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Understand the
Buyer Journey
IDC ldquoThe buyer journey
is nothing more than a
series of questions that
must be answeredrdquo
Cluster BrandTotal Monthly
Searches (est)
Analytics Brand 4583000x
Analytics Non-Brand 1520761
Cloud Brand 3981000x
Cloud Non-Brand 578460
Data Brand 2888417x
Data Non-Brand 470967
Mobility Brand 1248828x
Mobility Non-Brand 345598
BI Brand 532486-2x
BI Non-Brand 277156
CRMSales Brand 15602840x
CRMSales Non-Brand 6313329
ERP Brand 777092-2x
ERP Non-Brand 324595
HCM Brand 555367x
HCM Non-Brand 379954
Accounting Finance Brand 3049724x
Accounting Finance Non-Brand 720493
TOTAL Brand 168888313x
TOTAL Non-Brand 13616715
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
bull 1 in 10000 visitors used ldquoearly-
stagerdquo search terms
bull Less than 01 were net-new or
early-stage prospects
Not answering top customersrsquo questionshellip
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Business Innovation (launched March 27 2012)A ldquoContent Hubrdquo to earn traffic instead of buying it
httpblogssapcominnovation
ldquoSAP Business Innovationrsquos
mission is to help executives
develop a deeper understanding
of the trends affecting the future of
business through fact-based
executive research supplemented
by the latest thinking from expert
bloggersrdquo
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
The Future of Content Marketing is
VISUAL
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
5
3
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
The Future of Content Marketing is
FUN
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
5
6
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
The Future of Content Marketing is
FUNNY
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Kmart 2014
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Examples of Brand Entertainment
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Great Content Marketing Examples
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
AMEX OpenForum
Mission Help Small Businesses Do
More Business
Approach Publish every day
authoritative voices community =
Outcome The largest source of
inbound leads
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
BufferApp Blog
Lesson for Brands
Think bigger than yourself and
what you sell
Help people with their biggest
problems and you will earn
their attention
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Cleveland Clinic success with content marketing
bull 2 most visited hospital website
bull More than $204 million in annual
revenue
bull 1 most visited hospital blog with
25+ million visits per month
bull 15+ email newsletters with a
combined distribution of 250k
Source Content Marketing Institute
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
ldquoOur overall strategy is really around content that helps people anywhere
in the world whether theyre our patients or not Our strategy is to write not
just about clinical conditions and treating people when theyre sick but also
around preventative medicine We want to show were there for you even in
those times We want to be useful helpful and relevant every dayrdquo
- Amanda Todorovich Manager of Digital Engagement Cleveland Clinic
Cleveland Clinicrsquos Goal for Content Strategy
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Mayo Clinic uses human and emotional storytelling
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Red Bulls Red Bulletin
ldquoTurning brand love
into canloverdquo
Lessons for Brandsbull Take the buzz phrase act like a
publisher literally
bull Divert paid media dollars to earned and owned value
bull Build in-house production resources
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
What is the ideal length of blogs
articles tweets and more
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Source FastCo
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
How to rank for SEO
Volume
Number of posts
on the topic
Value
The best answer
on the internet
Variety
Text images
video slides
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Get the most out of your content by recycling it into different formats
Start by creating
an eBook
Read the eBook
aloud and make it
an audio book
Interview a
customer for a quote
in the eBook and put
that up as a video
Take the audio
from the video
and make a
podcast
Create a
presentation from
the eBook with
highlights
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Distribution Recommendations
bull Interact with people
bull 4-1-1 Rule 4 of your posts 1 influencer post 1 publisher post
bull Follow and mention influencers publishers authors in each topic
bull Help your authors build social presence
bull Test paid distribution with LinkedIn and Outbrain
bull Measure engaged visitors from paid vs organic visitors
Your Content Influencer Publisher
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
3 Tips For Killer Content
1 Write for real people
2 Be the best answer on the internet
3 Keep it real Maybe even funny
Your audience wants stories
Will you give it to them
BrennerMichael
Your audience wants stories
Will you give it to them
BrennerMichael
top related