[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/06\/10\/future-of-content-marketing\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2020\/06\/10\/future-of-content-marketing\/","headline":"The future of content marketing: Think Netflix","name":"The future of content marketing: Think Netflix","description":"The spotlight has been on content since most businesses were forced to go completely digital. So what does the future of content marketing look like? We've got answers.","datePublished":"2020-06-10","dateModified":"2024-12-18","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/mark-schaefer\/#Person","name":"Mark Schaefer","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/mark-schaefer\/","identifier":425,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/efa2391cb061a07a6a5d30c841d8ebbf3d5a0a98a15279bcf84e8bdd6f2d7230?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/efa2391cb061a07a6a5d30c841d8ebbf3d5a0a98a15279bcf84e8bdd6f2d7230?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/06\/future-of-content-marketing.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/06\/future-of-content-marketing.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2020\/06\/10\/future-of-content-marketing\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/content-marketing\/","name":"Content Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Content_marketing","http:\/\/www.wikidata.org\/entity\/Q558685"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},"Media, sports, and entertainment"],"wordCount":775,"keywords":["Content Marketing"],"articleBody":"Historically, corporate content marketing has been a one-way proposition: The company publishes. Customers consume it (maybe). But the future of content marketing is far more customer-centric, putting consumer sentiment and intent in the driver’s seat.Think about content on Netflix – there\u2019s much more to it than mere movies. It suggests that people can have a much deeper relationship with content.There\u2019s a personalization component to Netflix, of course. But there is also a non-obvious element of community. You discuss Netflix content \u2013 maybe even while you\u2019re watching it \u2013 and you may later share it and discuss it with friends.Netflix also creates its own unique content that has become must-see entertainment (Ozark!), so it\u2019s much more than a mere content distribution center.To cut through the clutter of content shock in our world,\u00a0SAP\u00a0is reimagining the role of content in its customer\u2019s lives and it\u2019s taking a lesson from popular streaming services.Why not Netflix?\u201cThe isolation we\u2019ve experienced in the pandemic has tested our patience with typical corporate content,\u201d said\u00a0Siddharth Taparia, SVP Head of Global Experience Marketing, SAP.\u201cWe have to step up its entertainment value, its interactivity, its accessibility, and create a unique experience.The content I value most is part entertainment and part educational,\u201d he said. \u201cWe found the most experienced television and digital content producers and gave them the mandate to build a compelling program that can inform, inspire, and allow interaction in a short period of time.Our question was, why can\u2019t B2B content be fast-paced and help our audiences become better at what they do? And while we are at it, let us scale to deliver the content across the globe at a time and in a language most convenient to the audience?\u201dFor SAP, the future of content marketing includes upping its content game in these key areas:Dramatic investment in educational\/entertainment value with a goal to inspireEmphasis on interactivityImproved personalization\/accessibilityExperiments with new content formats including short-form snackable contentThe future of content marketing: Content engineered for changeThe engineer of this bold content initiative \u2026 is literally an engineer. Siddharth made the leap from IT to marketing and took his product know-how with him.\u201cAs a tech person I was expected to understand the products, inside and out,\u201d he said. \u201cThat approach to in-depth product knowledge is critical for marketing success.\u201dBeginning June 15, SAP is embarking on a bold content experience that builds on this progress \u2014 transforming an enormous annual live corporate event known as\u00a0SAPPHIRE NOW into a digital conference.\u201cWhen we were presented with the opportunity to move our physical event to a digital model a few weeks back, the first thought I had was how we can build a digital engagement experience from the ground up. We made a decision early on to maximize the return on time for our audience. So, in a way, the pandemic is accelerating a change that had to happen anyway.\u201dMany of the \u201cNetflix-inspired\u201d content we\u2019ll be seeing at this event was pioneered by Siddharth in the fall of 2019.Innovate Live,\u00a0the largest online event ever produced by SAP (viewed live by more than 50,000 people, and more than 500,000 later on-demand), was the brainchild of the engineer-turned-marketer.Innovate Live\u00a0went beyond traditional talking-head panels and delivered a broadcast-quality production with an engaging host interviewing a variety of experts. Within SAP\u2019s Hudson Yard offices, three stages were set up, complete with production crews, to produce a broadcast programming live-streamed across five platforms.Siddharth\u2019s baby was recognized by the 26th Annual\u00a0Communicator Awards\u00a0with an \u201cAward of Distinction\u201d in the Live Events category and an \u201cAward of Excellence\u201d in the Technology category (rising above more than 6,000 entries!).Not bad for an engineer who has just been in the job a few months.The next leap\u201cIn today\u2019s digital world, technology and marketing are inseparable,\u201d Siddarth said. \u201cMarketers who don\u2019t stay current with technology will fall by the wayside quickly.\u201cReaching customers with your message has changed greatly over the years. To succeed, companies have to adapt the type of content we create and the way we produce and deliver events.\u201dTo see for yourself what SAP is rolling out next in this bold content journey, tune in to SAPPHIRE NOW beginning June 15. The company is moving its annual live conference to a digital stage and inviting the world to their party.  What happens in Vegas …\u00a0creates connections + drives results.Join hundreds of customer experience experts at CX Connect Oct. 6-8. Register\u00a0HERE.\u00a0This post was syndicated with permission from Businessesgrow.com.\u00a0"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2020","item":"https:\/\/www.the-future-of-commerce.com\/2020\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"06","item":"https:\/\/www.the-future-of-commerce.com\/2020\/\/06\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"10","item":"https:\/\/www.the-future-of-commerce.com\/2020\/\/06\/\/10\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"The future of content marketing: Think Netflix","item":"https:\/\/www.the-future-of-commerce.com\/2020\/06\/10\/future-of-content-marketing\/#breadcrumbitem"}]}]