As Chief Financial Officers work toward building their marketing budgets for 2014, key practices keep dominating the conversation: automation, content marketing, social media and mobile.
In a recent BtoB Magazine article, SAP's CMO Jonathan Becher spoke to his company's outlook for the remainder of 2013 and start of 2014. "We will be taking how business runs SAP to how life runs SAP. The next evolution is how SAP fits in your world, coming in 2014."
As part of this strategy, SAP will look toward content marketing and other technologies to tell unique stories around how its offerings change lives. This is the essence of content creation done right, and it will certainly resonate with readers.
However, companies beyond giants like SAP understand the value of custom content. According to LinkedIn's B2B Technology Marketing Community Group Owner Holger Schulze, 82 percent of business-facing companies will invest heavily in content marketing strategies moving forward. The impact of well-written brand content on consumers' purchasing decisions will only rise as marketers focus more on quality production than quantity of articles on the web. It's explicitly clear that SAP understands content must go above surface-level insights and begin adding new context to the World Wide Web. Now the rest of the business landscape has to catch up.
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