The Content Marketing Imperative - and How to Make It Work for Your Brand
Today’s B2B buyer is overwhelmed with more information than they could ever consume. The last thing they want is to read your product-centric content. Instead, you need to build a content hub that helps your buyers and converts them into loyal customers.
SAP’s VP of Marketing and Content Strategy, Michael Brenner will present how he built the business case for a more strategic approach to content marketing. He’ll share real examples of the data used to demonstrate the problem that needed to be solved, the approach they used to build their “Business Innovation” content hub and the process they use to convert visitors into buyers.
You’ll walk away with an understanding of the steps you need to take to build an effective content marketing machine for your organization – no matter the size of your business or the industry you are in.
VP Global Marketing & Content Strategy, SAP Michael Brenner is the Vice President of Global Marketing and Content Strategy for SAP. Michael developed an award-winning inbound marketing content destination site for SAP called Business Innovation. He is the author of the B2B Marketing Insider blog, a blogger on Forbes AdVoice and a frequent speaker at many industry events. Michael started his career nearly 20 years ago in sales, followed by field, product and corporate marketing positions at the Nielsen Company. He then led marketing for 2 companies prior to joining SAP. Follow Michael on Twitter (@BrennerMichael), LinkedIn, Facebook and Google+.