If you are not content
marketing, you are not
really marketing.
Paula Wang
Director Of Marketing
Cisco Systems Inc.
April ...
Agenda

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

Cisco Confidential

2
Self-initiated and starts online
No geographic, platform or organization boundaries
Easily targeted and mapped

90% 88% 60...
Content marketing is the marketing and
business process for creating and
distributing relevant and valuable content
to att...
TRADITIONAL MARKETING IS TO CONTENT
MARKETING
LIKE
ARCHERY IS TO PING PONG

Source: MindShare
© 2012 Cisco and/or its affi...
© 2012 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential – For Internal Use Only – External Distributi...
© 2010 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

7
FROM:
Inside Out Marketing
Campaigns

TO:
Customer-Focused Marketing
Always On

CUSTOMERS

Source: Goodby Silverstein & Pa...
Goals

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

Challenges

Cisco Confidential

9
Market
Transitions

Customer
Driven

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

Cisco
Content
Marketing

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

Cisco Confidential

11
© 2010 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

12
“Internet of Everything”
“How do I manage the DATA DELUGE while
reducing cost?”

DG

“What can I put in
THE CLOUD
& how do...
SMART CONTENT ENGINE

RELEVANT

• Informed by
Communications
Blueprint
• Aligned to customer
care-abouts

COMPELLING

• Va...
© 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
No. of Followers
No. of Tweets

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

Cisco Confidential

18
• A cartoon character with an IT
Professional Persona
• “Emotional” video series created with Ike
to educate customers on ...
Pinterest, SlideShare, Blog
Asset Posts and Social Posts

OVP
Video

Twitter
and FB

Refresh
web
Banners

Initial
web
Bann...
IOE Mentions Growth
52,518

8,646

Apr.
15, 2013

2,530
None

Nov.
30, 2012

Jan.
31, 2013

Dec.
31, 2012

© 2010 Cisco an...
18
© 2010 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

22
Publishing Your Story
1 - Daily
• Twitter updates
• New updates
• Facebook
updates

• Blog comments

7 - Weekly
• 1+ blog ...
© 2010 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

24
© 2012 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential – For Internal Use Only – External Distributi...
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B2B Content Marketing Keynote

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  • questions from you.
  • Self-initiatedStarts onlineNo geographic, platform or organization boundariesEasily targeted and mappedThe way customers purchase has changed tremendously, and it’s more customer-initiated and customer-driven than ever. Ten years ago, all you had to do was leave a voicemail that piqued your customer’s interest to get a call back.  The reality today is that the B2B buying process begins when prospects accesses a company’s website, blog, or whitepaper.  They go online and Google your website but they also look at competitive offerings, reviews of your company, and check out forums or blogs discussing your company and the solutions you offer.  How is your latest product or offering rated on YELP? With an increasing tendency and capacity to research purchasing decisions online long before they engage with sales, the pressure for B2B marketers is on! Combine that with the fact that 92% of B2Bbuyers start their search for a solution to their problem online, and the customer buying process has drastically changed. Cisco needs easily accessible inbound channels, content and offers that span the lifecycle of awareness, consideration and purchase.
  • content marketing strategy can leverage all story channels (print, online, in-person, mobile, social, etc.), be employed at any and all stages of the buying process, from attention-oriented strategies to retention and loyalty strategies, and include multiple buying groups.
  • From targeted outbound archery, to ping pong - a game where sometimes we serve and sometimes they (customers) serve. Engaging in social and other methods of peer-to-peer interaction will continue to increase in importance. A world of complex and every changing brand and consumer engagement.The impact of data of owned media is significant. The site side analytics available from Omniture and others provides rapid interpretation of site performance. How are people arriving? What actions are they taking when they arrive? What was the reason why they abandoned? What transactions occurred as the result of which stimuli on an individual event and lifetime basis? What do we need to do better?
  • We used to control the information flow, messages, channels to our target customers – at Cisco, we got very good at inside out marketing…But the landscape is changing - Two major forces, 1, the increasingly empowered buyer with direct access to trusted information from sources besides ourselves – marketeers, (this is the demand side, the challenge), but we also have a supply side to this equation… marketing technology to help us meet this challenge. These are driving a real shift in what marketing is effective – towards customer-focused inbound marketing.Stats outbound marketing $400/lead; inbound $x/lead; 70% of all leads will be inbound by 2015
  • B2B = “boring to businesspeople”
  • Hired from ChinaByte / CIO Weekly (publications that our target audience reads)
  • Illustrates the additive value of creating deriviative content and promoting content via CDC and socialFor 3 peak weeks Feb. 3, 10, 17:Source content: 89, 95, 83 viewsTotal views of all content: 445, 436, 512Site Catalyst data Nov. 24, 2012 through March 29, 2013Note Iniitial CDC hero locations were #1; Refresh landed during a major campaign; OVP and Blog banners delayed due to OVP overlay programming delay.
  • B2B Content Marketing Keynote

    1. 1. If you are not content marketing, you are not really marketing. Paula Wang Director Of Marketing Cisco Systems Inc. April 25, 2013 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
    2. 2. Agenda © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
    3. 3. Self-initiated and starts online No geographic, platform or organization boundaries Easily targeted and mapped 90% 88% 60% 11 Of customers initiate the first step in the buying cycle… online © 2010 Cisco and/or its affiliates. All rights reserved. Suggest that social channels are strong influencers during the decision making process Will use support forums and technical discussion groups to inform the purchase decision The number of times a customer will “touch” a vendor before making a purchase 43% Of the C-suite have made a decision on which vendor to use by the time they first speak with a salesperson Cisco Confidential 3
    4. 4. 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 © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only – External Distribution Prohibited 4
    5. 5. TRADITIONAL MARKETING IS TO CONTENT MARKETING LIKE ARCHERY IS TO PING PONG Source: MindShare © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only – External Distribution Prohibited 5
    6. 6. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only – External Distribution Prohibited 6
    7. 7. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
    8. 8. FROM: Inside Out Marketing Campaigns TO: Customer-Focused Marketing Always On CUSTOMERS Source: Goodby Silverstein & Partners © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
    9. 9. Goals © 2010 Cisco and/or its affiliates. All rights reserved. Challenges Cisco Confidential 9
    10. 10. Market Transitions Customer Driven © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Content Marketing Industry Leadership Cisco Confidential 10
    11. 11. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
    12. 12. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
    13. 13. “Internet of Everything” “How do I manage the DATA DELUGE while reducing cost?” DG “What can I put in THE CLOUD & how do I secure it?” SALES ENABLEMENT ADVERTISING “How do I manage MULTIPLE DEVICES seamlessly & securely?” SOCIAL … SMART CONTENT MARKETING RELEVANT - COMPELLING - INSIGHT DRIVEN - AUTOMATED RELEVANT © 2010 Cisco and/or its affiliates. All rights reserved. COMPELLING INSIGHT DRIVEN AUTOMATED Cisco Confidential 13
    14. 14. SMART CONTENT ENGINE RELEVANT • Informed by Communications Blueprint • Aligned to customer care-abouts COMPELLING • Value exchange along the customer journey • Utility • Entertainment • Stories INSIGHT DRIVEN • Data driven content. • Insights from AUTOMATED • Delivered through • Unica • Research • Display platforms • Search • CMS/web systems • Display • Cisco.com •… • Social • Bookings • Preferences • Firmagraphics © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
    15. 15. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
    16. 16. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
    17. 17. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
    18. 18. No. of Followers No. of Tweets © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
    19. 19. • 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
    20. 20. Pinterest, SlideShare, Blog Asset Posts and Social Posts OVP Video Twitter and FB Refresh web Banners Initial web Banners OVP Social WebEx/Collaboration Content Marketing Pilot Nov. 24, 2012  March 29, 2013 ~400% increase in message exposure on cisco.com OVP video InfoG, Q&A, P PT Raj Blog PPT PDF Q&A HTML Infographic PDF WP Nov. 11 18 25 Dec. 2 © 2010 Cisco and/or its affiliates. All rights reserved. 9 16 23 30 Jan. 6 13 20 27 Feb. 3 10 17 24 Mar. 3 10 17 24 Cisco Confidential 20
    21. 21. IOE Mentions Growth 52,518 8,646 Apr. 15, 2013 2,530 None Nov. 30, 2012 Jan. 31, 2013 Dec. 31, 2012 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
    22. 22. 18 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
    23. 23. Publishing Your Story 1 - Daily • Twitter updates • New updates • Facebook updates • Blog comments 7 - Weekly • 1+ blog posts • Short videos • How-to article • Forum / discussion group participation • Primary site page updates © 2010 Cisco and/or its affiliates. All rights reserved. 30 - Monthly • Blog post/article with original insight. • Mai/email newsletter • Short video • Audio podcast • ppt on slideshare • Guest post/article • Webinar • Customer testimonials 4 - Quarterly • White paper • Case study • ebook • Video series • Special issue newsletter • Contest 2 - Biannually • Sponsored events • Celebration • Announcement • Specialist roundtable • New app / tool • Games 1 - Annually • Conference • Contest • Annual pov state of the nation. Cisco Confidential 23
    24. 24. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
    25. 25. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential – For Internal Use Only – External Distribution Prohibited 25
    26. 26. Thank you.
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