In

Instruction is everywhere

What does a product marketer do, and what does that have to do with ISD?

What is content marketing?

Dell Data Protection’s Backup.U program – example of content marketing guided by ISD principles.

• FSU Alum • 2001 (Information

Studies)• 2010

(Instructional Systems)

• I live in Austin TX• I blog, listen to live

music, garden, can, and hang out with Fred the Dog

me

Fred the Dog

I’m a Product Marketing Manager at Dell

What does a Product Marketing

Manager do

Evangelize the product – internally and externally

Orchestrate outbound product launch activities

Train sales

Getting a software product to market

takes a team

Product marketing manager

PR

AR Channel marketing Digital marketing

Customers

Product manager

Engineering

Legal

Support

Business Develop

ment

Program manager

Build and release management

Engineering

I’m an educator!

And a techie!

Isn’t marketing just training your customers

about your product?

How do customers know they have a need?

How do companies know their product’s capabilities

matter to customers?

Customers fill over half of their need for information before they ever speak to a company.

.

Due diligence = self-learning to fill an identified needusing

products, services, or companies

What is content marketing

• Creating & distributing valuable, relevant and consistent content to attract & acquire a clearly defined audience

• Objective: driving profitable customer action

Source: Content Marketing Institute

What is instructional design & technology?

• The analysis of learning & performance problems

• The design, development, implementation, evaluation, & management of instructional & non-instructional processes & resources;

• Using systematic instructional design procedures & instructional media.

Source: Trends and Issues in Instructional Design and Technology, 2nd Edition

Using ISD principles to create a content marketing program

Dell Data Protection’s Backup.U

Analysis

•What do customers need?•What can my product

offer?

Backup.U Goal:Create a thought leadership

program to teach customers how to evaluate and purchase data

protection products

Design

• What do customers need to know to understand my offer?

• Do customers understand the required underlying concepts?

• Does this content already exist? How will customers access the content?

• How will this be measured?• What other teams need to

be involved?

Monthly backup topics

Live online• Webinar• Google+ Hangout

Worksheets based on topic

Links to other info on topic (not

product centric)

Discussions in social spaces• LinkedIn• Twitter• Facebook• Community

Data Protection Fundamentals

Data Protection for Applications

Data Protection for

Virtualization

Data Protection for Cloud

Data Protection for Hybrid

Environments

Crowd-sourced Data Protection

Topic

Development

• Create the content• Create delivery mechanisms• Set up required measuring

devices

Content

• Downloadable content from an outside expert - book chapter

• Webinar and G+ hangout outlines, recorded videos

• Worksheets• Blog posts

Delivery • Email• Social media

Measuring devices

• Leads generated• Social media growth• Downloads/visits

Implementation

• Company: Listen, engage, act consultatively

• Customer: Directs, controls interaction with content

Customer interaction

• Do I attend live event? Do I ask questions (participate) or lurk?

• Do I watch recorded videos? Download additional content?

• Do I engage (talk to account manager, email, interact in community?)

Company interaction

• Creates content based on gaps between customer need and product capabilities

• Responds to further requests for information - in venue preferred by the customer

Evaluation

• Are customers more informed about your product offer? • Asking sales better

questions• Less level one support

questions• What have you measured?• Are sales up?

Confidential31

Results

8 live events attended by 781 participants

4 data protection topics covered

04/07/2023

710,400 social media reach obtained 249% increase in mentions, 143% increase in impressions, 407% increase followers (YouTube, G+, Livestream)

Results: unexpected pipeline from 2 events

3:1 ROI

A D D I E

Think big.Think different.

Connect all.

Connect with me!

http://ginaminks.com/wordpresshttp://software.dell.com/backupuhttp://en.community.dell.com/techcenter/data-protection

@gminkshttp://about.me/gina.rosenthal