In a recent blog, SAP’s Michael Brenner opened the kimono about SAP’s new content personalization strategy that has a couple of interesting twists.

Instead of using a sponsored link to plop a visitor on a campaign landing page (or even worse, a standard product page), SAP whisks visitors over to the Business Innovation section of the SAP.com blog site.

The other twist? The content on the Business Innovation page changes up based on where the visitor comes from. Come in from Yahoo, you get one view. Land from parts unknown, and the right panel changes up with different related stories and special offers.

It’s all part of a content personalization quilt we’re starting to see develop on the IT Web.

The content on the SAP Business Innovation page changes up based on where the visitor comes from. Come in from Yahoo, you get one view. Land from parts unknown, and the right panel changes up with different related stories and special offers.

Of course, this whole idea isn’t new. Cisco.com has been delivering customized content to partners for over four years. Not in the entitled portal, mind you. We’re talking customized partner content on the dotcom site itself.

Cisco.com has been delivering customized content to partners for over four years. Not in the entitled portal, mind you. We're talking customized partner content on the dotcom site itself.

What makes SAP’s approach so intriguing is the money it saves by eliminating expensive campaign pages that quickly end up as flotsam and jetsam without a real home.

By linking visitors to its premier business blogs it is also playing a major content marketing card: re-purposing internal and externally-written content for multiple audiences.

The catch? Better make sure those blogs do more than educate the great unwashed. Sponsored links are expensive and their landing pages need to convert.

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