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![What Does SAP Do?
Interesting? Is The Customer The Hero?
SAP AG is a
German multinational software corporatio
n that makes enterprise software to
manage business operations and customer
relations. Headquartered
in Walldorf, Baden-
Württemberg, Germany, with regional
offices around the world, SAP is the leader
in the market of enterprise applications in
terms of software and software-related
service.[2]
The company's best-known software
products are its enterprise resource
planning application systems and
management (SAP ERP), its enterprise
data warehouse product – SAP Business
Warehouse (SAP BW), SAP
BusinessObjects software, and most
recently, Sybase mobile products and in-
memory computing appliance SAP HANA.
SAP is one of the largest software
companies in the world.
(Wikipedia)](https://image.slidesharecdn.com/contentimperativebrenner2014-140617151304-phpapp02/75/The-Content-Marketing-Imperative-For-The-Argyle-Executive-Club-19-2048.jpg)
Uploaded byMichael Brenner
The Content Marketing Imperative For The Argyle Executive Club
This document discusses the evolution of marketing from traditional ads and promotions to content marketing. It notes that people are overwhelmed by marketing messages and have short attention spans. Most marketing content goes unused, and customers do not care about brands. However, content marketing that creates emotional connections through stories can be effective if it provides value to the customer. The document advocates developing a content strategy to reach customers at different stages, and acting like a publisher to create useful content that audiences want to engage with.
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The Content Marketing Imperative For The Argyle Executive Club
- 2. What Is Marketing? Askmost people and they will tell you that marketing is an ad, a banner or some kind of promotion. But weren’t there 4 “P’s” in Marketing 101?
- 3. 5,000 2/3 86% 44% 90% marketing messages per day ofU.S. on the “Do Not Call” list Of people skip TV ads direct mail is never opened of emails are never opened So we support the myth by bombarding our audience with messages they don’t want.
- 4. The average attentionspan of a person has dropped from 12 seconds in 2000 to 8 seconds. This, along with the increasing channels and formats of information available is altering our brains.
- 5. The average attentionspan of a Goldfish is 9 seconds. (Statistic Brain) Goldfish have longer attention spans than the average human today.
- 6. Less likely to clickon a banner than… Banners have 99 problems and a click ain’t one. Business Insider cheekily reported that you are more likely to get struck by lightning or win the lottery than see a click on your banner.
- 7. As a wholesociety, we’re bored! Bored with content we don’t want.
- 8. And this ishaving a dramatic impact on certain industries like the newspapers who have seen a dramatic loss of nearly $50 billion in revenue since 2000.
- 9. 60-70% of marketingcontent goes completely unused (Sirius Decisions) Almost 70% of your content budget is completely wasted
- 10. 73% of peoplesurveyed wouldn’t care if the brands they use disappeared from their life. (Co.Exist) And your customers could care less if you even exist.
- 11. Marketing has amarketing problem. And it’s reflected in the interest of global monthly searches over the last decade
- 12. But there’s hope.Seth Godin said: “content marketing is all the marketing that’s left” as brands struggle to meet the needs of today’s digital consumer.
- 13. What is Marketing? “Marketingis knowing your customer so well that your product sells itself.” - Peter Drucker “Marketing is too important to be left to the marketing department.” - David Packard
- 14. http://lucasgalo.files.wordpress.com/2009/01/h-and-g-lg.jpg And that bringsus to stories. From the day we emerged from caves, we’ve been telling stories about how to survive and how to thrive.
- 15. But it’s notreally about the information we convey in stories, it’s about the emotional connection those stories make.
- 16. Your customers areexpecting you to care more about them than about you. They are expecting you to touch their hearts and inspire their minds.
- 17. It’s not justabout creating great content, it’s about delivering great content. And then you need to go one step further and pour your fans
- 18.
- 19. What Does SAPDo? Interesting? Is The Customer The Hero? SAP AG is a German multinational software corporatio n that makes enterprise software to manage business operations and customer relations. Headquartered in Walldorf, Baden- Württemberg, Germany, with regional offices around the world, SAP is the leader in the market of enterprise applications in terms of software and software-related service.[2] The company's best-known software products are its enterprise resource planning application systems and management (SAP ERP), its enterprise data warehouse product – SAP Business Warehouse (SAP BW), SAP BusinessObjects software, and most recently, Sybase mobile products and in- memory computing appliance SAP HANA. SAP is one of the largest software companies in the world. (Wikipedia)
- 20. Almost All OurContent Addressed “Who is SAP? / Why Should You Chose SAP?” (@MylesBristowe and CommCreative)
- 21. We Were NotAnswering Our Customers Top Questions 99.9% of our web traffic from visitors who already knew us or bought from us Less than 0.1 % were net-new or early-stage prospects Less than 10 keywords generated all the early-stage search traffic
- 22. How Much “EarlyStage” Search Traffic Do We Get? Not Enough Early Stage Visitors: Asking “What is Big Data?” 100,000’s of searches / month Too Many Later Stage Visitors: Asking “What is SAP Software” 100s of searches / month
- 23. What is aContent Strategy? Delivering the content your audience needs, in all the places they go (by persona, buyer stage, channel, type) Managing content as an asset with an ROI Thinking and acting like a publisher (and like a business)
- 24. To Reach OurAudience We Need To Act Like Publishers *search engine optimization
- 25. Business Innovation Blogfrom SAP: http://blogs.sap.com/innovation Mission: To earn our audience’s attention by helping them grow their business, out-perform their competition, and advance their careers. To act like a publisher by creating content people actually want to consume.
- 26. Content Marketing Objectives: Reach,Engagement AND Conversions Traffic, engagement and leads we would have NEVER seen! Recognized by Fast Company, Digiday, Content Marketing Institute, more…
- 27. Software Content NewsCred provided everythingSAP needed to scale content marketing
- 28. Enterprise Software End-to-end software thathelps brands manage every step of the content marketing process, from creation, discovery and workflows, to distribution and analytics.
- 29. Licensed Content We’ve built relationshipswith over 4,500 publishers, giving you the ability to publish stories from award-winning sources on topics that resonate with your audience.
- 30. Custom Content We provide customcontent through The NewsRoom, our exclusive network of hand-selected writers, photographers, videographers, and designers.
- 31. What do youneed to create a content marketing strategy? 1. Content is Not A Campaign – Focus on Strategy 2. Effective Content Combines Brand-Created, Licensed and Syndicated 3. Focus on Quality That Scales
- 32. NewsCred is poweringcontent for the world’s leading brands. Come talk to us!
Editor's Notes
- #29 NewsCred’s software, the Content Marketing Cloud, makes the day to day process of content marketing really easy. With a single platform you can manage, create, publish, distribute and measure content, at scale.
- #30 Within NewsCred’s software, brands can access fully licensed content. NewsCred has built relationships with over 4,500 publishers from the New York Times to Gawker. That’s millions of licensed articles and images we can recommend to fit your brand voice and engage your audience in real-time.
- #31 NewsCred also offers custom content from an exclusive network of freelance writers, photographers and designers. This combination of licensed content and custom content gives marketers everything they need to craft a clear brand voice.