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Mary Bradburne (@MaryBradburne) & Kirsten Chiala (@Kchiala)

Banking on Brand Journalism: How to Build a Content Marketing Program That Drives Business Objectives

Content Marketing Summit at LinkedIn

July 30, 2015

Mountain View, CA

@MaryBradburne & @KChiala #RaganLinkedIn

Share on Social: #RaganLinkedIn

Kirsten Chiala

@KChiala

Digital Content Lead

Mary Bradburne

@MaryBradburne

Social Media Strategy Lead

#RaganLinkedIn@MaryBradburne & @KChiala

The average American owns at least four digital devices and spends an

average of 60 hours per week consuming content across multiple screens.

- Nielsen U.S. Digital Consumer Report

47% of smartphone owners use their phones to visit social networks every

day. They spend 86% of their time using apps versus the mobile web.

- Nielsen U.S. Digital Consumer Report

“…the old-fashioned idea of aiming to own the customer's mind

is marketing arrogance.

Instead of message pushing, the message-engaging concept of

brand journalism is increasing in importance in this… always-on,

mobile era.”

- Larry Light, Advertising Age

If you aren’t telling your story, who is?

How to Build An Effective Brand Journalism Program

Strategy Comes First

Define your company’s business objectives first, not your

communications objectives.

Company Business Objectives

Marketing / Communications Business Objectives

• Profitability

• Customer First/Customer Service

• Retention

• Efficiency

• Growth

• Share of Voice

• Influencer Engagement

• Awareness

• Positive Buzz

• Brand Affinity

• Sales Qualified Lead

Cisco’s Communications Agenda

Internet of Everything

4th Wave of the Internet

InnovationCisco as a disruptor of

markets

Fast ITLeading the evolution to

network-centric IT

Leadership

Choose Cisco for its people and

leaders

Once your strategy is in place…

What is Brand Journalism?

Know Your Audience

What It Is What It’s Not

• Authentic, relevant storytelling

• Drives key messages

• Shapes the conversation

• Establishes a loose brand affiliation and often includes a call to action

• Heavily-branded marketing content

• A slogan, promotion or commercial

Brand Journalism at Cisco

Share your examples of Brand Journalism

What corporate objective do you meet with that content?

How To Build An Effective Team

Content

• Content lead

• 1 ½ producers

• 1 videographer

• 1 graphic designer

• Cisco Writer’s Program:

• 15 global journalists

Social

• Strategy

• Community manager

• The Platform blog manager

• Social Media agency

• Strategy and support (3+ contractors)

Cisco’s Integrated Team

Content Team

Social Team

Web Team

Social Media

Communications Team

Cisco Writer’s Program

A network of 15 journalists around the globe.

Traditional journalists create authentic, timely, non-branded content.

Cisco team vets stories to ensure alignment with corporate messages.

Daily Mail BusinessWeek New York Times Fortune

Cisco Writer’s Program‘Take, Share and Engage’

How Can You Do This?

1. Look around & connect

2. Educate on why brand journalism is important

3. Ask for content

4. Set regular meetings

Steps to Sourcing Stories

Content Team

Let’s Build Your Content Team!

Do an audit of your organization.

Which 3 to 5 groups have great stories to share?

How will you connect with them?

Do an audit of your organization.

Which 3 to 5 groups have great stories to share?

How will you connect with them?

How to Create Diverse Content Types by Platform & Audience

Diverse Content at Cisco

Make the Most of Stories with Serial Content

How to Develop a Compelling Video

“A minute of video is worth 1.8 million words.” - Forrester Research

Boil Your Story Down to One Sentence

Spend the Bulk of Your Budget on Quality Video

Listen During the Interview

Find Interesting Backdrops -No Conference Rooms!

Use Animations or Graphics to Help IllustrateIf You’re Short on Compelling Video

Amplifying Your Content on Social Media

It’s imperative you know your social audience and voice, and tailor your social media tactics accordingly.

Social Strategy and Social Voice

It’s imperative you know your social audience and voice, and tailor your social media tactics accordingly.

Social Strategy and Social Voice

• Identify our ‘Evergreen’ list of influencers

• Target influencer engagement to drive thought-leadership with target audiences

• Watch for key content shared by influencers

Influencer Outreach

How We Distribute and Amplify Content

• Write social copy with our audience in mind

• Build specialized graphics for key stories

• Publish all content across Cisco’s corporate social media properties

• Work with internal Cisco teams to amplify

• Work with employee ambassadors for sharing

• Conduct influencer outreach

• Consider paid support for key business content

Collect metrics that reflect your key objectives.

• The Network

• Focus

• Channel growth

• Impressions

• Engagements

• Clicks

• Conversation

Measure What Matters

‘Detected’ Case Study

Make complex ideas easy to understand

Internet of Everything

Source: “The Internet of Everything: A $19 Trillion Opportunity,” Cisco Consulting Services, 2014

Leveraging Data into

More Useful Information

for Decision Making

Delivering the Right

Information to the Right

Person (or Machine) at

the Right Time

ProcessConnecting People

in More Relevant,

Valuable Ways

People

Physical Devices and

Objects Connected to the

Internet and Each Other for

Intelligent Decision Making

Things

Telling the ‘Internet of Everything’ Story

Detected on Social Media

Case Study: DetectedOne story. Many ways to tell it.

1) Know your Business Objectives

2) Know Your Audience & Be Authentic

3) Take Risks

4) Target Key Influencers

5) Measure Your Results and Repeat

Top 5 Tips

What will you start, stop and continue today?

Questions?

“The best marketing doesn’t feel like marketing.”

- Tom Fishburne

banking on brand journalism: how to build a content ... › resources › pdf › linkedin › pdfs...

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