Senior Marketing Director, SAP America

Aerospace Automotive Banking Chemicals Consumer Products EC&O Healthcare Higher Education High Tech IM&C Insurance Legal Services Life Sciences Oil & Gas Professional Services 5 Public Sector Retail Utilities Wholesale Distribution Distinct Industries

Digital Transformation About 9,950,000 results (0.51 seconds) 6

Industry-specific image with consistent, powerful intro language

Core flagship whitepaper offering Articulating the end-toend industry digital business strategy

Industry-specific, Ted Talkstyle videos Compelling talks in which industry and LoB leaders share their perspective on how digitization will transform the industries, lines of business and the world around us

Featured events, videos and blog posts 10 posts per industry, published in Forbes, Digitalist, LinkedIn, SCN, and promoted through SAP social channels

Premium report download

Infographics Executive presentation Whitepapers Videos

Podcast episodes: Coffee Break with Game Changers radio show Education network and magazine offers MOOC with opensap DX Specialist certification 19

Digital transformation survey Industry-specific questionnaire to help companies benchmark 20

Industry-specific customer case studies 21

PLUS Tweet cards Multi-touch EDM Social Activation: paid search, content syndication, social selling Industry forums Live events 22

Four Key Elements 1 2 3 4

Crafting a Complex Content Strategy 21 2 3 4

Focus on incremental, bite-sized, digitally-native assets and amplifying existing content through ALL digital & traditional channels to speak to: Chief information officer Chief technology officer Chief digital officer Chief innovation officer Chief marketing officer Chief customer engagement officer Other digital titles

Make it personal Make it role and industry specific Make it work for different learning styles

Whitepapers Landing Page and Email TED Talk-Style Video Tele Guide MOOC Infographics Radio Executive Briefing Deck Video Whitepaper Social Media

Crafting a Complex Content Strategy 1 2 3 4

Take the pressure off Start with an outline, bullet points Interview and ghostwrite Focus on your seminal piece i.e., the central whitepaper Keep it at a thought leadership level Manage the imposter syndrome Tap your sales organization for hidden content and expertise

Compared to other tech trends, digital business is in its infancy: Source: Google Trends, August 21, 2015

Crafting a Complex Content Strategy 1 2 23 4

Looking to initial results through early and soft engagement metrics Creating a mechanism to communicate early wins Building trust and securing further buy-in and momentum internally Being realistic and managing expectations

Crafting a Complex Content Strategy 1 2 3 24

1. Identified the required work streams Social media, creating emails, spearheading landing pages, etc. 2. Nominated members of the larger marketing team to join a strategy call Asked for volunteers to lead the Tiger Team 3. Recognized this would be layered on top of existing responsibilities No new hires! 4. Looked for economies of scale and efficiencies Use your industry as your master; template it across the rest of the industry owners who can then fine tune for their unique audience

Start Triggered by whitepaper approval Week 1 Week 5 Week 10 Week 15 Landing Page Build Refresh featured content Refresh featured content Refresh featured content Refresh featured content Blogs Blog build/edit Create BOM using white paper Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Graphics Fill in template Graphic build/edit Publish Publish Social Promotion Social Promotion

Social Media Events: Physical, Online, Radio Email 1 Gated Offer 1 Ungated Offer 1 Register? NO Email 2 Gated Offer 2 Ungated Offer 2 Register? NO Email 3 Gated Offer 3 Ungated Offer 3 Register? NO YES YES YES Rapid Outbound VITO Calling (w/i X hours) IMR Social Selling / Appointment? YES AE NO Nurture

96,000+ blog views across 25 industries and 2 lines of business 26,600,000+ social media impressions 43,708 unique contacts from 14,200+ different companies 15,300 social engagements 21% cross-industry share of voice 21,700+ TED video views 8,600+ infographic views 16,124 radio listeners 5,300+ blog referrals 4.5% emails opened 2,915 whitepaper downloads

96,000+ blog views across 25 industries and 2 lines of business 26,600,000+ social media impressions 43,708 Unique contacts from 14,200+ different companies 3,086 inquiries 125 qualified leads $23,488,300 pipeline from 107 marketing generated opportunities 15,300 Social engagements 21% Cross-industry Share of Voice 21,700+ TED video views 8,600+ Infographic views 16,124 Radio listeners 5,300+ Blog referrals 4.5% Emails opened 2,915 whitepaper downloads

Crafting a Complex Content Strategy 1. Serve the individual customer 2. Find underutilized sources of valuable knowledge 3. Give content time to take hold 4. Execute by finding pockets of efficiency in existing streams 1 2 3 4

1. Invest in a writer Not everyone can write (and that s okay!) 2. Build more time than you think for planning up front Including what you gate don t make these decisions on the fly 3. Pay attention to how people consume information Diversify your format, media and channels

Fully Aligned: A how-to session with Reader s Choice winner, SAP, on navigating relevancy, and gaining the buyin you need from stakeholders at every step Wednesday 3:35 4:00 p.m. Senior Marketing Director, SAP America Account Supervisor, KERN (an Omnicom Agency)

Ginger Shimp, SAP America @GingerShimp