1.
Content: Are you taking the
right journey?
Presenter Name
Title
Company
Heather Alter
Cheryl Treleaven
Jennifer Voisard
Senior Manager Digital and Social
@Cisco
Executive Vice President
@ComBlu
Senior Consultant
@ComBlu
DATE
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2.
Content Along the Decision Journey
Today’s Agenda
 What’s it take to pilot &
scale a content journey
 How Cisco applied it
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3.
Why Take a Content Journey Approach?
Provides insights into the most in-demand, influential content at
the right time and in the right context, appropriate to the screen
Informs the content strategy and roadmap
Supports content decisions on what to create and in what format
Pilot first.
• Gives you an opportunity to “test, learn and refine”
• Becomes a model for other BUs
• Facilitates alignment with multiple work streams
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4.
Content Journey Model
Build out
personas
Content
mapping
Diagnosticsto-action
plan
Use case
scenarios
Take the
journey
Continuous Stakeholder Engagement
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5.
Situation Analysis
Where we were
Where we wanted to be
What we wanted to accomplish
How we get there
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6.
1. Bring Your Targets to Life
 Roles and interplay within the purchase process
 Care-abouts, content needs, key go-to sources and Digital, Social
and Mobile behaviors/preferences
High-Level Technical
Decision Maker (TDM)
Partners
Translates business need to
technology specs, developing a
consideration set and evaluating
prospective solutions.
CMO
CFO
LOB
Catalyst for IT
purchase, based on strategic
business requirements
CIO
Reg CIO
SVP/EVP
VP, IT
Business Decision Maker
(BDM)
CEO
Kicks off the formal purchase
decision process to fulfill
business mission. Involved at
a high level throughout the
process and “owns” final
approval
VP (Functional)
• Infrastructure
• Operations
• Architect
Functional Technical
Decision Maker (TDM)
DIR, IT
Technical Influencer (TI)
MGRs
• Data
Center
Functional
Specialists
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Influences consideration
set, evaluates potential
solutions and recommends
preferred technologies and
vendors
Vets options in technical
(peer) communities; helps
with planning
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7.
2. Map Your Content
 Align high-value content by journey point — owned, earned and third-party
Pre-requirements
• Search
• Vendor.com
• Social
Requirements
• Reports
• Peer & expert
opinion
• Tech info
• Reviews
• Business news
• Case studies
Design
Purchase
• Business Case
• Detailed product and
service information
VOC
• Design and
Implementation
• Conversion assets
(pricing, calculators)
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Implementation
• Support
• Training
• Configuration
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8.
3. Develop Use Cases
 Create representative purchase scenarios to guide a content journey
Scenario 1: Equipment
Turnover/Cyclicality
Scenario 2: New
Paradigm/Shift
Scenario 3: Corporate
Mandate
• Cisco customer has Data
Center equipment hitting a
“refresh” cycle
• Evaluate/upgrade existing
infrastructure
• Position Data Center for
future growth
• CIO attends Gartner Data
Center Conference to learn
more about Virtualization
• Short list on best
Virtualization solutions
• CEO mandates reduction in
OPEX by X% in four years
• Analyze current
infrastructure and propose
solutions to hit cost-cutting
targets
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9.
4. Take the Journey!
 Letting the use case scenarios be your guide, follow the content
path from awareness to purchase – both ON and OFF property.
 Be the customer!
Personas
Content Map
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Use Case Scenarios
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10.
Awareness
Consideration
Preference
TDM hands off his findings and
direction to his TIs for detailed
analysis.
CIO needs information about
unifying infrastructure and
data center needs. She
attends some conferences
including the Gartner Data
Center Conference and the
session: The Virtualization
Scenario: Convergence of
Everything.
Post-conference research with
search and on go-to sites
CIO passes info to the
TDM wanting a short list
of vendors.
TI starts at go-to sites, social
networks and community
support pages and culls list
based on reported
negative/positive
experiences.
TDM wants to understand
implications on overall
infrastructure and who
has been successful in
previous deployments.
Wants to understand implications
that affect them since they
ultimately have to implement.
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Purchase
TI provides TDM detailed product
comparison matrix of top
companies in rank order.
TDM models options. Compares
pricing and timeline
with CIO.

11.
5. Audit and Diagnose
 Audit your content against key filters and decision points
 Use as diagnostics tool for planning
Findings
Filters
Content Evaluation
Strengths and Gaps
Decision Point
CIO
M
Awareness
• Relevance to persona
• Type
TDM
TI
Partner
Consideration
Preference
• Maturity (date)
• Accessibility
• Visibility
Purchase
PostPurchase
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12.
Create Action Plan
 Opportunities to improve the experience at the “middle of the funnel”
Short-term
Mid-term
Long-term
• Make preference content
easier to find
• Cull the volume to most
in-demand content
• Clean up issues with
redirects, search and nav
• Acquire/curate/promote
more third-party content
• Refresh links and/or
content with
analysts, reviewers, part
ners
• Increase visibility of VOC
• Activate more advocates
as voice in the cloud
• Create new content to fill
remaining gaps
Collaborate with aligned
workstreams
Search
User experience
Product teams
Social & Community
PR
Analyst relations
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Community
Advocacy
Product teams
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13.
6. Continuous Socialization
 Multiple stakeholders and key inputs into content strategy and execution
 Socializing along the way is key to ongoing relevance and application
MarCom
Digital
Product
Verticals
Community
Reviews
Mobile
Social
Partners
Sales
Global
Advocates
VOC
Tech & news sites
Search
UX
Analyst Rel.
Search Engine
Public Rel.
Analysts
Content
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14.
Key Takeaways/Review
A journey-led approach helps you provide a better, more relevant content
experience for those you most want to reach and engage
Keep your customers first!
Know your audience, their content needs and how they move through the decision journey
Be empathetic; assess your current content experience by persona and by decision point
Look beyond the “four walls” and go off-property—your target sure is
Be brutally honest about what works, what doesn’t and what we need to do to improve
Make a plan and work the plan to make it happen
Refine and scale
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15.
Questions?
Heather Alter
Cheryl Treleaven
Jennifer Voisard
Senior Manager Digital and Social
@Cisco
Executive Vice President
@ComBlu
Senior Consultant
@ComBlu
Learn more and download
our ebooks at ComBlu.com!
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