You, Me, & SAP

Copywriting and content strategy at Aspera/USU

Context:

SAP software licensing occupies an important niche in software asset management (SAM). But it’s a tremendously specialized niche where keeping SAP license costs under control and maintaining full compliance is a challenge for businesses.

Insight:

Managing SAP licenses often falls to a SAM manager with only a cursory understanding of SAP licensing, meaning they may not fully comprehend their pain points. And if they do, they’re seeking guidance on how to manage them.

Objective:

Educate SAM managers with little SAP knowledge about their 3 biggest pain points:

Indirect access to SAP systems
SAP software audits
Their S/4HANA migration

And drive them to request a consultation or a product demo of USU’s SAP license management solution: LicenseControl for SAP.

Product copy on the web

I wrote the core product messaging, updated existing webpages, and created new webpages, including a pillar page that linked to other pieces of content. Writing the messaging involved competitive benchmarking and interviews with sales colleagues.

Along the way, I worked with USU’s SAP licensing experts to create blog articles about topical SAP developments and common SAP challenges.

Blog article - cheeky take on serious topic

Creating content that created leads

Partnering with USU’s SAP experts, I also wrote or edited long-form gated content to create leads for the sales team. The key in each piece of content was empowering the reader with helpful guidance, rather than fear-mongering them into a decision.