Michael’s B2B Marketing Insider is one of the most widely-read B2B marketing blogs.
For a company like SAP with more than 39,000 employees, how big a team do you think would be required to launch and maintain a content marketing initiative whose first year results yielded the following?
- 406,000 LinkedIn Followers
- 238,000 Facebook Likes
- 113,000 Twitter Followers
- 17,000 Google+ Followers
- 2,900,000 Company Site Pageviews
- 1,800 Conversions
The answer…TWO! According to Mr. Brenner, his entire staff consists of himself and two half-time interns.
Some key takeaways:
- B2B social media sites can be sexy and attract a lot of followers. Shipping company Maersk’s Facebook page has more than 1.8 million Likes.
- NO PROMOTIONAL CONTENT should exist in your posts. For example, SAP’s mission is “to earn our audience’s attention by helping them grow their business, out-perform their competition and advance their careers.”
- The basic editorial strategy: “Earn traffic instead of buying it.”
- Curation vs. Creation: IBM might spend $50,000 on a research project and white paper, but you can gain significant interaction by simply talking about IBM’s study in your own channels.
- Find the top 10-50 influencers and blog sites relevant to your industry – and cultivate relationships with them. A leading provider of software and services in this area is TapInfluence.
- SlideShare is one of the biggest opportunities in B2B content marketing. With more than 50 million visitors a month and 100 million pageviews, it is used by business owners and executives at a rate more than 5x any other social network.
So, with proper planning and an understanding of best practices, you can use Content Marketing can draw significant, monetize-able engagement with your business. It doesn’t have to be expensive. And you don’t need an army to do it.