Content Marketing: How to Transition Storytelling

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Speech/webinar delivered to Cisco's marketing staff on 1-26-12

Speech/webinar delivered to Cisco's marketing staff on 1-26-12

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  • Opt-out vs. Tune-inEpisodic vs. OngoingOwned and Earned vs. Bought
  • [To spark discussion surrounding the difference]
  • **Mainframe screen shot links to YouTube video for playing during presentation.An excerpt from David Meerman Scott’s book, The New Rules of Viral Marketing: The multi-episode The Art of the Sale is a terrific spoof on corporate training videos. Until the end of the video, you don’t even know who produced it. Hundreds of thousands of people have watched the series, humanizing a large company in the process.“We did an internal video in 2004 for our sales meeting,” says Tim Washer, manager of new media web video at IBM Communications. “It was the key things that people needed to know in 2005, but it also included some laughter. It went really well and people liked it, so in summer 2006 I asked the VP of communications if we could make some videos for external use.”Washer and his colleagues at IBM produced the entire video series in-house. “We wanted the videos to make sense for broad sales and corporate audiences,” he says. “Many people have seen The Office, so they get the concept of a ‘mockumentary.’ We wrote the scripts and cast the actors—all are IBMers, including the series star, Bob Hoey, who really is the vice president of worldwide sales for System Z, the IBM Mainframe. Lessons one, two, and three were all shot in just a day-and-a-half at our IBM offices.” The first three episodes came out in August 2006. Washer put them onto YouTube and linked to them from the IBM mainframe blog. “We originally sent the video to friends in a very informal way,” Washer says. “We also included it in one of the IBM newsletters to the sales team, and that helped it to go viral. Then some bloggers picked it up and pushed it along some more.” Washer wasn’t surprised when the videos started to take off via word-of-mouth. “Humor always works,” he says. “These videos are self-deprecating humor. There are often a lot of barriers to doing this kind of thing within organizations, but to be successful it is critical that this not be done by committee. We’re lucky because IBM is big on trusting employees, and they trusted us to do something that would work. The self-deprecation softens the image of IBM with many people—it puts a human face on IBM because we can laugh at ourselves.”Some of the ways that these The Art of the Sale videos have spread virally have been surprising to Washer. “Our first series was selected as one of Comedy Central’s ‘Staff Favorites,’” he says. “We even got requests from other large companies, such as Price Waterhouse, to show our videos at their sales conferences!”
  • **Reference in book: Chapter 6 – Content That Informs and Educates, Branded Content That Informs and Educates (final section to the chapter) for Amex OPEN case study
  • Sales are a criterion when new apps are considered for development at GE, but utility matters just as much, as does speed-to-market. As far as GE is concerned, the time to develop apps for customers is now, before the wow factor wears off and while the company can still impress customers with an app's added value. Ease-of-use is also key. One app, geared to engineers in the field, is avilable on the iPhone, but also on the iPad. Why?  "Because engineers wear gloves."Transformers: This colorful and vivid app allows customers, GE sales teams, and field service engineers to remotely monitor and diagnose GE transformers and transformer stations that supply electricity to homes and business around the country. The real-time sensor data helps improves efficiency and problem solving, which benefits both GE and its customers.
  • Personas: The archetype characters that represent the varying segments of a target audience.Iron Mountain key services: Information Management; Data Protection and Recovery; Information DestructionIron Mountain's marketing team found that its product development priorities were driven more by advancements in technology than by customer challenges and pain points. To help remedy this — and therefore increase product differentiation and fit — visionary product marketing managers created personas that helped them understand the goals, attitudes, and behaviors of both institutional buyers and end users of their products. These personas have helped to create a shared vision of users among disparate stakeholders and to improve email marketing campaign responses by up to 300%. Technology product management and marketing professionals interested in emulating Iron Mountain's persona success should make sure their personas are based on sound fundamentals, focus on one project at a time, and get stakeholder buy-in early to promote persona use throughout the organization.Sources:http://www.forrester.com/rb/Research/case_study_iron_mountain_uses_personas_for/q/id/47050/t/2 http://topliners.eloqua.com/servlet/JiveServlet/previewBody/1663-102-2-2110/Persona%20Development.pdf
  • Based on SEO research, your Keyword List is a list of words and phrases most critical to your business, products and services when it comes to being found on the Web. If you don’t have an SEO expert on staff, anyone and everyone involved in content creation should receive foundational training in SEO and how to appropriately use keywords (and other SEO principles) in content creation.
  • An editorial calendar establishes what content will be created when, in what format, and for which content channel. A digital editorial calendar also tracks the connections for that content, including how the content will be repurposed and amplified in social media channels.The editorial calendar should contain a list of all content approved for publication. It should address the questions: how much content, how often, and specifically when it will publish. It includes content requirements, responsibilities and a schedule.Source of editorial calendar example: http://www.findandconvert.com/wp-content/uploads/2011/11/editorial-calendar-sample.png
  • Most organizations with a marketing department have already created this (usually one-page-long) description of the corporate brand.
  • Notice how Nokia’s Style Guide encourages writing with a human, rather than a technical, tone of voice to make communications warmer and more understandable. Providing examples such as these is always a great idea in a style guide, rather than broader abstractions that are open to misinterpretation.
  • Listen to customersListen to prospectsListen to other departmentsListen at trade shows and eventsListen to the media
  • Amplify: Remake, Remodel and Repurpose Content
  • [To spark discussion of presentation and recombining content]
  • Slice 'n' dice: example: write a speech, create a deck, video speech, blog speech, post video to YouTube, deck to Slideshare, transcribe presentation. extract charts and infographics. Make the talk a whitepaper. An ebook. A column. Maybe it can be a webinar, or a training sessions.
  • Corning produced a corporate video for shareholders extolling the near-future of high-tech consumer products made of glass. Entitled, “A Day Made of Glass,” the six-minute video (that’s a very long running time on the Internet!) was shown in early 2011 at an investor event. Less than six weeks later, it was the most-watched corporate video of all time, with 8 million YouTube views and climbing (and a great example of recycling content assets).

Transcript

  • 1. 1 Content Marketing: How to Transition Your StorytellingFor Cisco Systems, Inc.January 26, 2012Rebecca LiebAnalyst
  • 2. 2What is Content Marketing?
  • 3. 3 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.© 2012 Altimeter Group
  • 4. 4 Polling Question #1  Advertising: Is it “push” or “pull” messaging? a. Push b. Pull© 2012 Altimeter Group
  • 5. Win the attention battle.© 2012 Altimeter Group
  • 6. Three Types of Content Marketing 1. Entertains 2. Informs and Educates 3. Provides Utility© 2012 Altimeter Group
  • 7. Three types of content marketing 1. Entertains – IBM 2. Informs and Educates 3. Provides Utility© 2012 Altimeter Group
  • 8. IBM Mainframe: The Art of the Sale video series entertains consumers, spreads virally© 2012 Altimeter Group
  • 9. Three types of content marketing 1. Entertains – IBM 2. Informs and Educates – American Express 3. Provides Utility© 2012 Altimeter Group
  • 10. AMEX leverages branded content to inform and educate with OPEN Forum© 2012 Altimeter Group
  • 11. Three types of content marketing 1. Entertains – IBM 2. Informs and Educates – American Express 3. Provides Utility - GE© 2012 Altimeter Group
  • 12. 12 GE Transformers iPad app proves useful to its engineer community© 2012 Altimeter Group
  • 13. 13What Can Content Marketing Do?
  • 14. 14 Content marketing reinforces a brand by strengthening consumer engagement, awareness, brand power, purchase intent, sales and customer retention.© 2012 Altimeter Group
  • 15. Good content is relevant, consumable and easy to find.© 2012 Altimeter Group
  • 16. Cisco Content Marketing Strategy 1. Explore 2. Create 3. Amplify 4. Measure© 2012 Altimeter Group
  • 17. Cisco Content Marketing Strategy 1. Explore 2. Create 3. Amplify 4. Measure© 2012 Altimeter Group
  • 18. Image by randomcuriousity used with Attribution as directed by Creative Commons http://www.flickr.com/photos/randomcuriosity/3445573373/ 18 Create: The Content Workflow© 2012 Altimeter Group
  • 19. 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.© 2012 Altimeter Group
  • 20. 20 Polling Question #2  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© 2012 Altimeter Group
  • 21. Step 2: Generate a Keyword List Free SEO services like Google AdWords‟ Keyword Tool can aid in generating a robust and comprehensive keyword list.© 2012 Altimeter Group
  • 22. 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.© 2012 Altimeter Group
  • 23. Step 4: Draft a Brand Brief© 2012 Altimeter Group
  • 24. Step 5: Solidify a Style Guide© 2012 Altimeter Group
  • 25. 25 Where are the stories?© 2012 Altimeter Group
  • 26. Create: Purposes of Listening  Thought leadership  Product development  Brand and/or product sentiment  Keywords© 2012 Altimeter Group
  • 27. Cisco Content Marketing Strategy 1. Explore 2. Create 3. Amplify 4. Measure© 2012 Altimeter Group
  • 28. 28 Polling Question #3  On average, which gets more clicks and engagement? a. An article/blog entry with images b. An article/blog entry without images© 2012 Altimeter Group
  • 29. Content is like leftover turkey.© 2012 Altimeter Group
  • 30. Amplify: Slice „n‟ Dice For Greater Impact Video PowerPoint Speech Deck on Slideshare on YouTube Create a Webinar Transcribe or Speech for Blog Post Training Turn Into a Extract Whitepaper, Charts and eBook or Infographics Column© 2012 Altimeter Group
  • 31. 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© 2012 Altimeter Group
  • 32. 32What‟s Your Story?
  • 33. 33 THANK YOU Rebecca Lieb rebecca@altimetergroup.com rebeccalieb.com/blog Twitter: lieblink© 2012 Altimeter Group