My Next Adventure In Content Marketing

I am very excited to announce today that after nearly 7 years at SAP , I am taking a big step in my journey. When I moved from sales into marketing, my aim was to help more customers – more than one at a time. I have talked about how I believe marketing has a marketing problem.

And so I am leaving one amazing company and joining another with the goal of helping more brands create content that customers actually want, to engage with new potential buyers, to build trust and to forge new relationships.

This week I am joining NewsCred, the leading content marketing platform, as their Head of Strategy.

The World Has Changed. Most Marketing Stinks. We Need A Better Way!

As you know, I have been writing about, advocating for, and teaching business leaders that the world has changed, that most marketing is becoming less effective, and that we need a new approach to forming relationships with our future customers.

My message is almost always the same:

  • The digital, social and mobile world has fundamentally changed the way we consume information and interact with brands
  • Promotional Marketing tactics continue to become less effective as we all filter and ignore the content we don’t want or need
  • Brands need to become storytellers in order to create human and emotional connections with their audience
  • The challenge isn’t telling one good story. It’s about creating content that scales to meet the needs of today’s consumer across many formats, many channels, and in a personalized, continuous, real time and affordable way

Why Newscred?

As the co-founder of Business 2 Community, I was introduced to NewsCred as a publisher.

As the VP of Marketing and Content Strategy for SAP and the managing editor of their corporate blog Business Innovation, we tested and proved the value of licensing content from some of the top publishers in the world.

And finally, when we needed a platform to manage the creation, workflow, publication, social sharing and analytics of our thought leadership content, the organization chose NewsCred as the leading content marketing platform to give us the scale we needed to effectively and efficiently reach our audience.

So when the opportunity to join NewsCred came up, I jumped at the chance to help all kinds of companies build effective content marketing platforms – platforms that drive business results at scale.

From day one I have been impressed with the talent and the leadership at the company. I agree with the premise that licensed full-length content can help brands scale their content marketing efforts. And I believe in the technology vision they have laid out.

My main mission is to help businesses of every size to improve their marketing efforts through better stories that connect with people. To help brands scale their content marketing efforts so they can reach their customers in an affordable way by earning their attention instead of buying it.

I believe Content Marketing is an imperative for businesses today because it represents the gap between what customers want and what brands produce. My aim is to help businesses to close that gap, reach new customers and win new business.

Am I a little scared? Absolutely!

Is this a risky move? All good things are. But not as risky as missing an opportunity to follow my passion and potentially help so many amazing marketers and great brands.

So wish me luck?! I truly appreciate all the support you have all given me here on this blog and in so many social and offline channels. And you know where to find me!

Tell me what you think in the comments below. And follow me on Twitter, LinkedIn, Google+ and Subscribe to the B2B Marketing Insider blog for regular updates.

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Showing 15 comments
  • Jason

    Congrats Michael! Best of luck on your new role! I’m a big fan of Newscred and the marketing folks over there.

    • Michael Brenner

      Thanks Jason. I am so impressed with everyone I’m meeting. Would love to connect at some point and chat!

  • Rachel Foster

    Congratulations on your new adventure. It sounds exciting!

    • Michael Brenner

      Thanks so much Rachel! It should be a wild ride.

  • Ryan Biddulph

    Congrats Michael on your new job! All the best on your journey!

  • Anol

    All the best for your next endeavour!

  • Congratulations! So happy for you and can’t wait to catch up. 🙂

    • Michael Brenner

      Thanks so much Brooke. Let me know when you are in the city next couple of weeks.

  • Mael Roth

    This is an exciting announcement! I’ll keep following you and your blog. Best of luck!

    • Michael Brenner

      Thanks so much Mael! And I’ll keep trying to publish helpful tips, thoughts and insights.

  • Tom Griggs

    Good for you! Looking forward to watching your story unfold

  • Jeff Coveney

    Makes perfect sense Michael. You always have great content—good luck with the evolving business.

    • Michael Brenner

      Thanks Jeff, gotta walk the walk 😉