Ginger Shimp, Marketing Director, SAP America
With 19 industries to cover, SAP created an extensive content marketing campaign that delved into not only relevant topics across those industries, but also how personas within them would want to consume the content.
Ginger Shimp, Marketing Director, SAP North America, will share how the marketing team at SAP executed this expansive campaign and drove over 9 million impressions. Specifically, she will cover how they balanced the need for unique, industry-specific content to fill an extensive campaign reaching out to 19 disparate industries while maintaining a consistent look, feel and voice and how the team developed a deep understanding of how individuals experience content and absorb messages. After Shimp’s presentation, you will be able to:
- Tell your story in different ways for different types of learners
- Leverage and extract value from high-demand subject matter experts
- Choose what content to give away for free, what to gate, and when (and why)