Content Marketing: How to Transition Storytelling

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For Cisco Systems, Inc.January 26, 2012

Rebecca LiebAnalyst

Content Marketing: How to Transition Your Storytelling

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What is Content Marketing?

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Content marketing is a pull strategy—it’s the marketing of attraction.

It’s being there when consumers need you, and seek you out with relevant, educational, helpful, compelling, engaging and sometimes

entertaining information.

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Polling Question #14

Advertising: Is it “push” or “pull” messaging?

a. Push

b. Pull

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Win the attention battle.

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Three Types of Content Marketing

1. Entertains

2. Informs and Educates

3. Provides Utility

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Three types of content marketing

1. Entertains – IBM

2. Informs and Educates

3. Provides Utility

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IBM Mainframe: The Art of the Sale video series entertains consumers, spreads virally

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Three types of content marketing

1. Entertains – IBM

2. Informs and Educates – American Express

3. Provides Utility

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AMEX leverages branded content to inform and educate with OPEN Forum

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Three types of content marketing

1. Entertains – IBM

2. Informs and Educates – American Express

3. Provides Utility - GE

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GE Transformers iPad app proves useful to its engineer community

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What Can Content Marketing Do?

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Content marketing reinforces a brand by strengthening consumer engagement, awareness, brand power, purchase intent,

sales and customer retention.

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Good content is relevant, consumable and easy to find.

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Cisco Content Marketing Strategy

1. Explore

2. Create

3. Amplify

4. Measure

© 2012 Altimeter Group

Cisco Content Marketing Strategy

1. Explore

2. Create

3. Amplify

4. Measure

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18Image by randomcuriousity used with Attribution as directed by Creative Commons

http://www.flickr.com/photos/randomcuriosity/3445573373/

Create: The Content Workflow

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Step 1: Develop Personas

Iron Mountain’s email marketing before (left) and after (right) the company developed marketing personas and refocused its

content to better align with consumer pain points vs. product attributes.

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Polling Question #220

What’s the best keyword research tool?

a. Web analytics logs

b. Google or Bing keyword tools

c. Wordtracker

d. Conversations with customers/target audience

e. All of the above

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Step 2: Generate a Keyword List

Free SEO services like Google AdWords’ Keyword Tool can

aid in generating a robust and comprehensive keyword list.

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Step 3: Create an Editorial Calendar

The editorial calendar should address the questions:

how much content, how often, and specifically when it will publish. It includes content

requirements, responsibilities and a schedule.

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Step 4: Draft a Brand Brief

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Step 5: Solidify a Style Guide

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Where are the stories?

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Create: Purposes of Listening

Thought leadership

Product development

Brand and/or product sentiment

Keywords

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Cisco Content Marketing Strategy

1. Explore

2. Create

3. Amplify

4. Measure

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Polling Question #328

On average, which gets more clicks and engagement?

a. An article/blog entry with images

b. An article/blog entry without images

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Content is like leftover turkey.

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Amplify: Slice ‘n’ Dice For Greater Impact

Speech

PowerPoint Deck on Slideshare

Video Speech

on YouTube

Transcribe for Blog

Post

Extract Charts and Infographics

Turn Into a Whitepaper,

eBook or Column

Create a Webinar

or Training

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Amplify: Corning’s Internal Video Becomes Most-Watched Corporate Video on YouTube

“It breaks all the rules when you think about it. It’s six minutes long;

it’s not funny, it doesn’t have celebrities in it, it’s not intended to be sent around to your friends.”

– Doremus, Corning spokesperson

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What’s Your Story?

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Rebecca Liebrebecca@altimetergroup.co

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rebeccalieb.com/blog

Twitter: lieblink

THANK YOU