SAP Concur wanted to create a community that gave small and midsize businesses, especially those led by women and people of color, all the resources they needed to thrive and grow. Using American Express OPEN Forum as our North Star, The Storied Future built a thought leadership content strategy and then brought it to life through insights, stories, articles, and a TEDx style show featuring thought leaders, influencers, and experts.
MINING ATOMIC STORIES
To help SAP Concur make their community a center of gravity for small businesses, we went to the source—small business leaders, experts, and the folks who influence buyers. We interviewed them to uncover their atomic stories and the transformative insights that are key to building a thriving community.
PATH TO GROWTH
After launching SAP Concur’s small business messaging framework and their small business site, we built a content marketing strategy for their small business community. Our awareness and engagement strategy focused on the creation, curation, atomization, and distribution of high-value content across the buyer journey, with a significant emphasis on articles and videos that would earn trust, educate, and inspire our audience.
SAP BUSINESS EXCHANGE
We worked directly with SAP Concur’s audience, tapping into a diverse range of business leaders and buyer influencers, to create content that would not only advance SAP’s goals but also elevate the platform of our authors and speakers.
How to Start Finishing Your Most Important Projects
“When we let other people and expectations set our priorities, we rob the world of our own unique contributions. When we do the work that makes us come alive – that’s tied to our identities and dreams and strengths – we’re planting a tree that feeds ourselves as well as others.”
OWNER, PRODUCTIVE FLOURISHING
CEO Shares Her Style for Managing Start-up Risk
“The answer to how to build a business lies in the grey area between bold decisions and time to research. But what matters most are the results.”
CHIEF BOSSLADY, ARMOIRE
Having more women at all levels of a company equals better business results. It creates better working environments. And it helps us all be better humans. It's not just the right thing to do to give more women more of a seat at the table in corporate America, it's also the smart thing to do.
....the winners don't tell a why us story. They tell a why you story, meaning you the customer. What's happening in the world that means you're going to have to break away from the status quo? When you do that... You're inviting them to join a club, a club that's bigger than your company. A club of believers in this narrative.
Most companies assume their customers will talk about them if they had a reasonably nice experience, but we have to be given something to talk about, something that triggers our desire to share our experience.
When you're building your company, finding opportunities in problems is a skill you'll use daily. And when you are seeking funding for a business that sounds crazy, as a woman who has no business degree, it's a skill you'll need to exercise a lot.
How to Find the Hidden Risks in Your Financial Statements
“Building regular risk analysis into the rhythm of your business can help you head off problems before they become painful. That’s because your financial statements […] contain nuggets of truth that can help you make better decisions about the future.”
CPA MANAGING PARTNER OF AMETRA
Necessity is the Mother(hood) of Invention
“Providing a parent-friendly workplace doesn’t have to be expensive or difficult. Embrace how motherhood and fatherhood can inspire their creativity at work.”
AMY NELSON FOUNDER,