digital content marketingEven though content marketing is the new buzzword for 2012, it’s been around for a long time.  Lots of companies use content marketing whether they know it or not.  Sharing useful information with your audience is a time-tested way to increase engagement and improve sales.

Some businesses rely on a content marketing service like FlashIssue to get their message out, others will curate web content themselves.

In SAP’s case, their content marketing strategy is all about education and outreach.  In the past, the company has relied on producing technical manuals that could be found through search.  This practice has become less important as more people are finding this type of information through social channels instead.

This is why SAP’s content marketing plan focuses on being everywhere their audience consumes information.

Read more about the specifics:

Technology companies “always have done content marketing,” according to Michael Brenner, SAP Senior Director of Integrated Marketing and Content Strategy. The reason is simple: technology products are complicated, so there is a fair amount of education required before prospects can evaluate whether a particular set of solutions is a better fit than others are […]

Read Full Article:  Tech Giant SAP Focused on Dynamic Content | Content Marketing Institute.

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