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JonERP - Content for SAP Solutions and Services Firms

We get the question all the time: "Your web site is excellent/nifty/fun, but what can you do for clients?" So, we decided to address this with our SAP Services Blogs, where you can read about what Jon Reed and the JonERP team do for clients in our typical frank language. For a broad overview of all our SAP client services, go here. For our special report on achieving community relevance in an opt-out economy, scroll down.
SAP Content Marketing
SAP Ecosystem Success in an Opt-Out Economy - 31 Keys to Better Results Print E-mail

A JonERP Special Report

jreed.jpgThe rules of marketing are broken. What does that mean for the SAP ecosystem? It means that too often, we do spectacular things that go unnoticed. Our solutions get lost in the instant gratification "attention economy." And even if you have a war chest, you can't spend your way out of it. The SAP firms that try to buy eyeballs with broadcasting approaches only accelerate their failures. Meanwhile, SEO and social media "gurus" are ripping firms off left and right with overpriced and flawed approaches. So what's the answer? 

The answer is that anyone who claims to have all the answers is probably a fraud. But there is good news: even though attempts to "go viral" fail and tone-deaf stock photo marketing gets ridiculed in real-time, there's never been a better time to further your business by becoming part of the community rather than advertising into it. That means developing deep expertise, turning that into exceptional content, and making that content easy to access and share. 

In this JonERP Speical Report on SAP Solutions Success, I put all the best ideas I've seen, all the tactics that have proven themselves in the road tests of my own work (and that of my clients), into 31 keys to success.  For the last few months this piece has been available for download via TechTarget - now it's on JonERP, and you can either download the entire PDF (128KB) or browse the sections online. Read on for a few more details on the table of contents. 

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SAP Ecosystem - 31 Keys to Success: Keys 1-4 - Avoiding SAP Marketing #Fails Print E-mail

We're in a different marketing era, and those who don't get that are struggling to keep up. The SAP ecosystem is no different. The "New Rules of Marketing" mean that customers are empowered to research and evaluate companies on their own. They are resistant, sometimes even downright hostile, to receiving unsolicited promotional content. Even the trusty email inbox has become treacherous ground for the marketer as prospects weed out non-essential queries, and priority filters limit all but white-listed content. If the prospect doesn't invite you in, you're not sticking around.

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SAP Ecosystem - 31 Keys to Success: Keys 5-12 - The Challenges of Transparency Print E-mail

5. Do you have a top-down and/or a bottom-up approach to targeting decision makers?

Ultimately, you want to be able to reach those who can make purchasing decisions, but contrary to the hype, most of those folks are not on social media channels - yet. Frame it like this: 

Do you understand the behavior of decision makers in your area, what job titles they have, and how to reach them?

Do you understand the purchasing process and what role hands-on subject matter experts and SAP technical pros play in the decision making process? These hands-on experts are the folks more likely to be accessible on social channels. My research has found that social-media-savvy subject matter experts do have a "bottom up" impact on the SAP decision making process. Note: there is an in-depth piece on the topic of SAP, social media, and decision makers on JonERP.com.

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SAP Ecosytem - 31 Keys to Success: Keys 13-21 - Don't Get Fooled by SEO and Social "Gurus" Print E-mail

13. Do you insist that folks visit your hub to get your content, or do you go where the conversations are?

You want to strike a balance between building up your hub and recognizing that people want to access content in the form they want it, on the web site or application they want to consume it on. Note: This does NOT mean cross-posting the same blog content all over the place. Cross-posting is a no-no for a couple very good reasons: the community finds it irritating, and it can seriously hurt you with organic search. (Google is aggressive about penalizing duplicate content and is not very good at determining the site of origin for such content. This means, unfortunately, truncating your RSS feeds rather than syndicating full posts. And yes, make all your content RSS subscribable - it's not as popular as "like" buttons but a minority of super users and decision makers use this format.)

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SAP Ecosystem - 31 Keys to Success: Keys 22-31 - Why Buying Influence Doesn't Work Print E-mail

22. Have you made a careful, long term decision on your web site architecture? Have you chosen a content management system that makes it easy for those with no programming skills inside your firm (including executives) to easily post content?

 Does that web site framework also include social sharing plug-ins to make it easy for visitors to share your content socially? (Yes, for some firms, this action item should be higher up if you are planning a near-term web site launch or upgrade). The pain and investment of designing great site architecture will cost you in the short term, but it will pay off big in the long term. You won't have to pay your designer every time you want to make a change, and your people across departments will be able to easily add content, including  your executives if needed, which will have a noticeable impact on the amount of content on your site over time and the credibility of that material.

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