Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved.

Paula Wang

Director Of Marketing

Cisco Systems Inc.

If you are not content marketing, you are not really marketing.

April 25, 2013

Cisco Confidential 2© 2011 Cisco and/or its affiliates. All rights reserved.

Agenda Why Content Marketing?

What Are the Opportunities, Challenges and Trends in B2B Content Marketing?

Cisco’s Content Marketing journey

Q & A

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Self-initiated and starts onlineNo geographic, platform or organization boundaries

Easily targeted and mapped

43%Of the C-suite have made a decision on which vendor to use by the time they first speak with asalesperson

11The number of times a customer will “touch” a vendor before making a purchase

60%Will use support forums and technical discussion groups to inform the purchase decision

88%Suggest that social channels are strong influencers during the decision making process

90%Of customers initiate the first step in the buying cycle… online

Why Content Marketing?The Customers’ Buying Process has Changed…

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Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

--Content Marketing Institute

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Source: MindShare

TRADITIONAL MARKETING IS TO CONTENT MARKETING

LIKEARCHERY IS TO PING PONG

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B2B Content Marketing

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FROM: Inside Out Marketing

Campaigns

TO:Customer-Focused Marketing

Always On

B2B Marketing is Evolving. Content Marketing is to enable the right engagement with the right customer(s) at the right time.

CUSTOMERS

Source: Goodby Silverstein & Partners

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B2B Content Marketing Goals and ChallengesChallengesGoals

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CiscoContent

Marketing

Industry Leadership

CustomerDriven

MarketTransitions

A Natural Priority for Cisco

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Cisco’s Content Marketing Journey

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We’re on a Journey…

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“How do I manage the DATA DELUGE while reducing cost?”

“What can I put in THE CLOUD

& how do I secure it?”

“How do I manageMULTIPLE DEVICES

seamlessly & securely?”

“Internet of Everything”

SALES ENABLEMENT ADVERTISING SOCIALDG

CH

AN

NE L

CO

NTE

NT

…

COMPELLING INSIGHT DRIVEN AUTOMATEDRELEVANT

SMART CONTENT MARKETINGRELEVANT - COMPELLING - INSIGHT DRIVEN - AUTOMATED

Cisco’s Perspective On Content MarketingFocus on Key Market Transitions

CU

STO

MER

C

AR

EAB

OU

T

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COMPELLING INSIGHT DRIVEN AUTOMATEDRELEVANT

SMART CONTENT ENGINE

• Informed by Communications Blueprint

• Aligned to customer care-abouts

• Data driven content.• Insights from

• Research• Search• Display• Cisco.com• Social• Bookings• Preferences• Firmagraphics

• Delivered through • Unica• Display platforms• CMS/web

systems• …

• Value exchange along the customer journey• Utility• Entertainment• Stories

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China Social Ambassador ProgramLeverage our Competitive Advantage: People/Expertise

No. of FollowersN

o. of Tweets

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Ike: Audience/Persona-Based, More Entertaining

• A cartoon character with an IT Professional Persona

• “Emotional” video series created with Ike to educate customers on Cisco solutions

• Distributed via Youtube and other platforms such as youku in China

• Ike: A New IT Hero• Trouble Brews in Hawaii• Reaches for the Cloud• Vendor You Can Trust• …

• Total Views: Over 5 Million

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Maximize Scarce Compelling Content Through Multiple Formats and Channels

Nov. 11

18 25 Dec. 2

9 16 23 30 Jan. 6

13 20 27 Feb. 3

10 17 24 Mar. 3

10 17 24

OVP video Raj BlogPPT PDFQ&A HTMLInfographic PDFSource Whitepaper

Initial web Banners

Pinterest, SlideShare, Blog Asset Posts and Social Posts

WP

Twitter and FB

InfoG, Q&A, PPT

Refresh web Ban-ners

OVP Social

OVP Video

~400% increase in message exposure on cisco.com

WebEx/Collaboration Content Marketing Pilot Nov. 24, 2012 March 29, 2013

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Dec. 31, 2012

Jan. 31, 2013

Apr. 15, 2013

Nov. 30, 2012

IOE Mentions Growth

2,530

8,646

None

52,518

Our Next Challenge: The Internet Of Everything

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Publishing Your Story

1 - Daily 7 - Weekly 30 - Monthly 4 - Quarterly 2 - Biannually 1 - Annually

• Twitter updates• New updates• Facebook

updates• Blog comments

• 1+ blog posts• Short videos• How-to article• Forum /

discussion group participation

• Primary site page updates

• Blog post/article with original insight.

• Mai/email newsletter

• Short video• Audio podcast• ppt on

slideshare• Guest

post/article• Webinar• Customer

testimonials

• White paper• Case study• ebook• Video series• Special issue

newsletter• Contest

• Sponsored events

• Celebration• Announcement• Specialist

roundtable• New app / tool• Games

• Conference• Contest• Annual pov -

state of the nation.

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Thank you.