#cmworld
@HeatherMeza
CISCO SERVICES:
Our journey from a
collateral archive to a
storytelling platform
Heather Meza
Sr. Ma...
#cmworld
@HeatherMeza
AGENDA:what i’ll share today
Our Challenge
The Solution
Our Approach
The Results
Validation
What you...
#cmworld
@HeatherMeza
AGENDA:what i’ll share today
 Our Challenge
The Solution
Our Approach
The Results
Validation
What y...
#cmworld
@HeatherMeza
Our Challenge:the website sucked
INSIDE-OUT
Launch-driven and siloed, Cisco-
centric in every way, n...
#cmworld
@HeatherMeza
AGENDA:what i’ll share today
Our Challenge
 The Solution
Our Approach
The Results
Validation
What y...
#cmworld
@HeatherMeza
The Solution:start helping instead of selling
AUDIENCE-LED
Lead with the content, treat every
page a...
#cmworld
@HeatherMeza
AGENDA:what i’ll share today
Our Challenge
The Solution
 Our Approach
The Results
Validation
What y...
#cmworld
@HeatherMeza
Our Approach
long, hard and totally worth it
Marketing Transformation
Change management effort to dr...
#cmworld
@HeatherMeza
AGENDA:what i’ll share today
Our Challenge
The Solution
Our Approach
 The Results
Validation
What y...
#cmworld
@HeatherMeza
our home page
BEFORE:
#cmworld
@HeatherMeza
AFTER/services/index.html
#cmworld
@HeatherMeza
BEFORE
AFTER
#cmworld
@HeatherMeza
#cmworld
@HeatherMeza
#cmworld
@HeatherMeza
#cmworld
@HeatherMeza
#cmworld
@HeatherMeza
#cmworld
@HeatherMeza
The Results:totally awesome from the start
25% (MQL) on 866#
15% MQL on Click-2-Chat
2-3x more traff...
#cmworld
@HeatherMeza
AGENDA:what i’ll share today
Our Challenge
The Solution
Our Approach
The Results
 Validation
What y...
#cmworld
@HeatherMeza
Validation:duh! but good to have the data ;-)
Customer Language + SEO =
more traffic
Unique visits u...
#cmworld
@HeatherMeza
Cisco ConfidentialCisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 21
“Abs...
#cmworld
@HeatherMeza
AGENDA:what i’ll share today
Our Challenge
The Solution
Our Approach
The Results
Validation
 What y...
#cmworld
@HeatherMeza
3 things you
can do:
yeah, i mean you!
1. Question EVERYTHING
#cmworld
@HeatherMeza
3 things you
can do:
yeah, i mean you!
1. Question EVERYTHING
2. Kill the term ”OWN”
#cmworld
@HeatherMeza
3 things you
can do:
yeah, i mean you!
1. Question EVERYTHING
2. Kill the term ”OWN”
3. Be REAL, be ...
Thank you.
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How Cisco Systems Is Evolving the Website into a Storytelling Platform (Case Study)

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My presentation from Content Marketing World 2013

Here is the summary from the agenda:
"In this session, you’ll learn how Cisco Systems achieved measurable impact by evolving their website from a collateral archive to a storytelling platform. The objective of this interactive session: Participants will learn how to leverage the core principles of content marketing to drive inbound marketing efforts that contribute to revenue."

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  • “In fact, one could say the content is the design.” “…its new services call to action strategy is as revolutionary as the zone redesign itself. And its heavier use of PDF’s creates new rules of the road.”
  • How Cisco Systems Is Evolving the Website into a Storytelling Platform (Case Study)

    1. 1. #cmworld @HeatherMeza CISCO SERVICES: Our journey from a collateral archive to a storytelling platform Heather Meza Sr. Manager, Inbound Marketing Experience
    2. 2. #cmworld @HeatherMeza AGENDA:what i’ll share today Our Challenge The Solution Our Approach The Results Validation What you can do
    3. 3. #cmworld @HeatherMeza AGENDA:what i’ll share today  Our Challenge The Solution Our Approach The Results Validation What you can do
    4. 4. #cmworld @HeatherMeza Our Challenge:the website sucked INSIDE-OUT Launch-driven and siloed, Cisco- centric in every way, no cohesion INEFFECTIVE Only 5% of the content was delivering any tangible value
    5. 5. #cmworld @HeatherMeza AGENDA:what i’ll share today Our Challenge  The Solution Our Approach The Results Validation What you can do
    6. 6. #cmworld @HeatherMeza The Solution:start helping instead of selling AUDIENCE-LED Lead with the content, treat every page as a landing page. Iterate, measure and optimize OUTCOME-DRIVEN Lead with audience care about, instead of individual service offering, to drive engagement and ultimately generate leads
    7. 7. #cmworld @HeatherMeza AGENDA:what i’ll share today Our Challenge The Solution  Our Approach The Results Validation What you can do
    8. 8. #cmworld @HeatherMeza Our Approach long, hard and totally worth it Marketing Transformation Change management effort to drive adoption of inbound and content marketing principals Content Strategy Audit, measure, prioritize, map to buying cycle and outcome, implement editorial process/calendar User-centricity for reals Simplicity, readability & mobile first, site-wide integration and x-links, search as navigation
    9. 9. #cmworld @HeatherMeza AGENDA:what i’ll share today Our Challenge The Solution Our Approach  The Results Validation What you can do
    10. 10. #cmworld @HeatherMeza our home page BEFORE:
    11. 11. #cmworld @HeatherMeza AFTER/services/index.html
    12. 12. #cmworld @HeatherMeza BEFORE AFTER
    13. 13. #cmworld @HeatherMeza
    14. 14. #cmworld @HeatherMeza
    15. 15. #cmworld @HeatherMeza
    16. 16. #cmworld @HeatherMeza
    17. 17. #cmworld @HeatherMeza
    18. 18. #cmworld @HeatherMeza The Results:totally awesome from the start 25% (MQL) on 866# 15% MQL on Click-2-Chat 2-3x more traffic on key pages
    19. 19. #cmworld @HeatherMeza AGENDA:what i’ll share today Our Challenge The Solution Our Approach The Results  Validation What you can do
    20. 20. #cmworld @HeatherMeza Validation:duh! but good to have the data ;-) Customer Language + SEO = more traffic Unique visits up 99% and on-site search up 15% (Q1 2011 vs. Q1 2012) SEO + SEM = better together Combination of SEO + SEM resulted in 23% increase in visits and 30% increase in on-site search (Sep vs. Oct 2012) Less = More Reduction in # of assets per page + focus on key assets resulted in 29% increase file downloads (Q1 2011 vs. Q1 2012)
    21. 21. #cmworld @HeatherMeza Cisco ConfidentialCisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 21 “Absolutely perfect! The design is beautiful, clean and VERY scannable. You can navigate through it in a flash. The content is brief and crisp, but descriptive. Everything is presented from the visitors point of view… made me clap my hands like a kid on Christmas. Fantastic!” Kenna Dian, VP, siteIQ Website Best Practices Group
    22. 22. #cmworld @HeatherMeza AGENDA:what i’ll share today Our Challenge The Solution Our Approach The Results Validation  What you can do
    23. 23. #cmworld @HeatherMeza 3 things you can do: yeah, i mean you! 1. Question EVERYTHING
    24. 24. #cmworld @HeatherMeza 3 things you can do: yeah, i mean you! 1. Question EVERYTHING 2. Kill the term ”OWN”
    25. 25. #cmworld @HeatherMeza 3 things you can do: yeah, i mean you! 1. Question EVERYTHING 2. Kill the term ”OWN” 3. Be REAL, be human
    26. 26. Thank you.

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