SAP Launches "Business Innovation from SAP" Destination Content Site

Curation Insights (Mar 28 2012)

1. SAP formally announced on March 27, 2012 the launch of its new content site, Business Innovation from SAP, a destination content site based substantially on curated content. Not coincidentally, SAP executives also expect the site to provide an example of “best practice” content marketing, says Michael Brenner, SAP marketing senior director.
   
   The site will feature blogs on innovation from industry thought leaders, customers, partners and SAP employees, as well as articles from sources such as Harvard Business Review, Forbes, and IDC, SAP says.
   
   So it is worth looking at what SAP is trying to accomplish. SAP has other content-related sites in operation, including SAP.com and the SAP Community Network. But those sites really are aimed at existing customers (SCN) or executives far enough along in a buying process that the general website makes sense.
   
   The new blog is intentionally different. It will focus on business topics rather than deep technical information, with an emphasis on content that allows business executives to better understand the role several specific technologies are playing in driving business results.
   
   The specific topics of mobility, big data and analytics, as well cloud computing, are subjects the site aims to acquaint business decision makers with, including the problems these solutions address, the benefits and key issues when evaluating or deploying a solution.
   
   As you will note, that is the role commonly associated with “earlier stage” explorations of business problems; to provide business leaders with a general understanding of issues, before a formal buying process has begun.
   
   So Business Innovation from SAP is intended for business leaders for whom “exploration” of issues, rather than “evaluating suppliers,” is key. SAP also designed the mix of formats for professionals at that particular stage of learning.
   
   “Business professionals, when investigating solutions for some business problem, are looking for a mix of news, blogs and featured content like analyst white papers, with the ability to engage with the content, leave a comment, or share it with their colleagues, says Brenner, who now functions as editor for the site.
   
   By providing a destination for content and education around business innovation topics, SAP hopes to become the favored destination for information and insight in these areas, thereby creating pull for an audience that includes SAP’s key prospects in these areas.

   Some might wonder why this is noteworthy. Test: Think of another global firm, with revenue above $10 billiion annually, that offers a thought leadership site focusing only on industry issues, and which does not "talk about us," and has launched recently. It's very rare. 

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