b2b content marketing keynote
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TRANSCRIPT
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
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
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only – External Distribution Prohibited 6
Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 7
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
Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 14
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
China Social Ambassador ProgramLeverage our Competitive Advantage: People/Expertise
No. of FollowersN
o. of Tweets
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
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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Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 23
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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© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only – External Distribution Prohibited 25
Thank you.