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?

© 2012 Altimeter Group

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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.


Polling Question #14

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

a. Push

b. Pull

© 2012 Altimeter Group© 2012 Altimeter Group

Win the attention battle.


Three Types of Content Marketing

1. Entertains

2. Informs and Educates

3. Provides Utility


Three types of content marketing

1. Entertains – IBM

2. Informs and Educates

3. Provides Utility


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

http://www.youtube.com/watch?v=MSqXKp-00hM&feature=plcp&context=C32e0686UDOEgsToPDskJRZ6XeQs_4TCedIBQ2qbvs




2. Informs and Educates – American Express

3. Provides Utility


AMEX leverages branded content to inform and educate with OPEN Forum




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.


Good content is relevant, consumable and easy to find.


Cisco Content Marketing Strategy

1. Explore

2. Create

3. Amplify

4. Measure


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

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

Create: The Content Workflow


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.



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


Step 2: Generate a Keyword List

Free SEO services like Google AdWords’ Keyword Tool can

aid in generating a robust and comprehensive keyword list.


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.


Step 4: Draft a Brand Brief


Step 5: Solidify a Style Guide


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Where are the stories?



Create: Purposes of Listening

Thought leadership

Product development

Brand and/or product sentiment

Keywords


Cisco Content Marketing Strategy

1. Explore

2. Create

3. Amplify

4. Measure



On average, which gets more clicks and engagement?

a. An article/blog entry with images

b. An article/blog entry without images


Content is like leftover turkey.


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


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 [email protected]

m

rebeccalieb.com/blog

Twitter: lieblink

THANK YOU

content marketing: how to transition storytelling

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