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Content Marketing: How to Transition Storytelling

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

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Content Marketing: How to Transition Storytelling

  1. 1. 1 Content Marketing: How to Transition Your StorytellingFor Cisco Systems, Inc.January 26, 2012Rebecca LiebAnalyst
  2. 2. 2What is Content Marketing?
  3. 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. 4 Polling Question #1  Advertising: Is it “push” or “pull” messaging? a. Push b. Pull© 2012 Altimeter Group
  5. 5. Win the attention battle.© 2012 Altimeter Group
  6. 6. Three Types of Content Marketing 1. Entertains 2. Informs and Educates 3. Provides Utility© 2012 Altimeter Group
  7. 7. Three types of content marketing 1. Entertains – IBM 2. Informs and Educates 3. Provides Utility© 2012 Altimeter Group
  8. 8. IBM Mainframe: The Art of the Sale video series entertains consumers, spreads virally© 2012 Altimeter Group
  9. 9. Three types of content marketing 1. Entertains – IBM 2. Informs and Educates – American Express 3. Provides Utility© 2012 Altimeter Group
  10. 10. AMEX leverages branded content to inform and educate with OPEN Forum© 2012 Altimeter Group
  11. 11. Three types of content marketing 1. Entertains – IBM 2. Informs and Educates – American Express 3. Provides Utility - GE© 2012 Altimeter Group
  12. 12. 12 GE Transformers iPad app proves useful to its engineer community© 2012 Altimeter Group
  13. 13. 13What Can Content Marketing Do?
  14. 14. 14 Content marketing reinforces a brand by strengthening consumer engagement, awareness, brand power, purchase intent, sales and customer retention.© 2012 Altimeter Group
  15. 15. Good content is relevant, consumable and easy to find.© 2012 Altimeter Group
  16. 16. Cisco Content Marketing Strategy 1. Explore 2. Create 3. Amplify 4. Measure© 2012 Altimeter Group
  17. 17. Cisco Content Marketing Strategy 1. Explore 2. Create 3. Amplify 4. Measure© 2012 Altimeter Group
  18. 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. 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. 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. 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. 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. 23. Step 4: Draft a Brand Brief© 2012 Altimeter Group
  24. 24. Step 5: Solidify a Style Guide© 2012 Altimeter Group
  25. 25. 25 Where are the stories?© 2012 Altimeter Group
  26. 26. Create: Purposes of Listening  Thought leadership  Product development  Brand and/or product sentiment  Keywords© 2012 Altimeter Group
  27. 27. Cisco Content Marketing Strategy 1. Explore 2. Create 3. Amplify 4. Measure© 2012 Altimeter Group
  28. 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. 29. Content is like leftover turkey.© 2012 Altimeter Group
  30. 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. 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. 32. 32What‟s Your Story?
  33. 33. 33 THANK YOU Rebecca Lieb rebecca@altimetergroup.com rebeccalieb.com/blog Twitter: lieblink© 2012 Altimeter Group

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