Content marketing

2. Agenda
Virginia Sharma,
Director, India
LinkedIn Marketing Solutions
Get Ready Module
3:00pm - 4:20pm
Get Set Module
4:30pm - 5:45pm
Dr. Kaustubh Nande
Head Marketing
ANSYS Inc.
Katrina Too
Marketing Manager, APAC
HubSpot
Showing Impact Module
6:105pm- 7:00pm
Daniel Hochuli
APAC Content Marketing Manager,
LinkedIn
10 Minutes Break
20 Minutes Tea/Coffee Break
Abeer Basu
Asia Pacific GMC Marketing Leader,
IBM

3. 3
Marketing Transformation:
Get READY
Virginia Sharma,
Director, India
LinkedIn Marketing Solutions

5. 5
“Content marketing & distribution is the centerpiece of the digital
marketing strategy, with the budgets on content marketing &
distribution estimated to double in the next two years. The
marketing mavericks we spoke to believe that content distribution
will be 50% of the content marketing budget.”
Source: Times Internet and DMAsia CMO Survey (March 2017)
INFLATED
EXPECTA
TIONS?
Source: Gartner

6. Enterprise Content Marketing Example (2006)

7. 7

8. SOA Launch Campaign
Youtube 30 sec and 1:30
sec teaser and trailers
Invite Only Film Screenings
in target markets
Post film Panel Discussion
on specific themes
Movie subtitles in 17
languages for local film
screenings across the world

9. Issues we faced
9
Scale
Events dependency No BOFU bandwidth
Industry Lingo vs. Storytelling
LOB friendly language Compelling creative
Corporate Marketing Pushback
Content vs. Advertising Social Media Control

10. SMB Content Marketing Example (2016)
Increased content
marketing budget
based on pilot results.
Developed personas and buyer
journeys with sales inputs.
Validated with primary research.
Empanelled a
content agency to
develop persona based
content.
Hired a kickass
digital marketer to
build a good digital
distribution plan.
Launched a 10 week pilot. 400+% increase in RC leads.
Achieved quarterly MQL target for the first time in 4 quarters
Shared best practices with
other geographies.
Globalized personas.
Nov Dec Jan

11. Other Issues we faced
11
Stakeholder Trust
Lead Castism Random Acts of Marketing
Demand Management
Only 2 attempts vs 6 Leads went Cold
Sales Alignment
Sales Planning Capacity/Incentive Gap

12. Getting your organization “ready” for content marketing
will ensure that your marketing transformation is
sustainable well after you move onto your next play.
“

13. •Experimentation/Pilots
•Renegade Talent
•Intelligent Risk Taking Culture
Long Term: Show ROI
•Think like a Publisher
•Act like your CIO
•Communicate like a Marketer

14. Think Like a
Publisher

15. Content Marketing Example 3: Cisco
Portfolio Marketing
“product selfie”
Corporate
Communications
“amplification”
Regional Field
Marketing
“rebellion” Valu
e“lost”
?
?
?
?
?
?
?
=
Execution today …
Source: Katrina Neal, Former Cisco Global Content Lead

16. A new Agile Marketing framework...
with Cisco Newsrooms Teams
Source: The Blueprint of a Modern Marketing Campaign - Kapost

17. ValueInstant content
Effectiveness reporting
=
Content
Marketing
❹ Distribute
Cisco
Newsroom
❷ Organise
❸ Calendar
Content Pillar
Companion Asset
Editorial
Board
❶ Align
“Customer Themes”
WITH Newsroom teams,
Cisco could accelerate true content marketing = $

18. The Editorial Board Heroes
Who are you?
What do we do? Forward thinking & planning ahead
Address and prioritize stakeholder agendas
Agree on customer business challenges
Establish content opportunities
What are your
Superpowers?
Map our vast portfolio to our customer challenges
Evangelist of leading to our products not from them
Reduce duplication
Develop economies of scale
@katrina_ne

19. Content Marketing Superheroes
Who are you? Customer Experience
Manager (CXM)
AKA “The People
Champion”
Content Managing Editor
(CME)
AKA “The Diplomat &
Pacesetter”
Subject Matter Expert
(SME)
AKA “The Creator”
Content Marcom Manager
(CMM)
AKA “The Wizard”–
Making Magic Happen
What do you do? Audience/Industry Expert Content Orchestrator Content Storyteller Creative Chief
Whats your
Superpower?
Understanding the customer
and piecing it all together
Ability to say “No” and still
survive
Knows their s**t and is able to
write about it
Juggling a thousand balls, without
dropping one

20. 20© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Roles and Responsibilities
Executive Sponsor The executive attends meetings when needed or once a quarter to check in.
Managing Editor Drives the editorial board (manages the master editorial calendar, schedules and leads board
meetings, sets agenda. They have the most visibility into creation and distribution programs
Recorder Keeps track of the meeting. These are the concerns, key themes, objectives, and needs of the
teams, and distributes them to the board after each meeting
Messaging Leader Ensures company is aware of content announcements they deeply understand the messaging,
personas, and company objectives
PR Lead Establish connection between newsroom and wider corp & brand PR. Brings customer insights &
champion opportunities to leverage newsroom content for PR purposes.
AR Lead Establish connection between newsroom and industry analysts. Brings customer insights &
champion opportunities to leverage newsroom content for AR purposes.
Insights Lead Brings customer insights, ensuring our customers are our north star of the content that is
created. Primary and Secondary Research, Social Listening
Regional Lead Establish connection between newsroom and regional sales teams. Brings reginal customer
insights & champion opportunities to meet sales proprieties
Portfolio Lead Establish connection between newsroom and Business Unites. Brings customer insights &
champion opportunities to meet BU proprieties

21. Act like
your CIO

22. Congratulations!
You bought a content marketing platform
Implementation
✓ An all day training session for the team
✓ Weekly drop in clinics for questions
✓ Assigned a wonderful client success manager
✓ Access to content marketing strategists
✓ Real-time virtual team collaboration
✓ 90 day plan with milestones to hit
Ready for Pilot!!..??
Content
Planning
Content
Production
Content
Metrics

23. 23
The right content marketing platform can and
should literally change how the marketing
team work, but be prepared for the human
impact of this
Katrina Neal
Content Marketing Evangelist, LinkedIn

24. YOU NEED:
Change management
1. Think Platform + Process + People
2. Beware human reactions to highly
structured workflows
3. Think marketing transformation skills &
attitudes
Get Started:
1. http://www.contentmarketinguniversity.com/
2. http://resources.kapost.com/content-
marketing-workflow

25. Vision Skills Incentives Resources Action Plan Change=
Managing Complex Change
+ + + +
Vision Skills Incentives Resources Action Plan Confusion=+ + + +
Vision Skills Incentives Resources Action Plan Anxiety=+ + + +
Vision Skills Incentives Resources Action Plan Resistance=+ + + +
Vision Skills Incentives Resources Action Plan Frustration=+ + + +
Vision Skills Incentives Resources Action Plan False Stars=+ + + +

26. Kotter 8 Step change model
Step 1: Create Urgency
Step 2: Form a Powerful Coalition
Step 3: Create a Vision for Change
Step 4: Communicate the Vision
Step 5: Remove Obstacles
Step 6: Create Short-Term Wins
Step 7: Build on the Change
Step 8: Anchor the Changes in Corporate Culture
Managing
Change

27. Change Management Tactics
1. Create
sense of
urgency
2. Build a
guiding
coalition
3. Form
strategic
visions and
initiatives
4. Enlist
volunteer
army
5. Enable
action by
removing
barriers
6. Generate
short term
wins
7. Sustain
acceleration
8. Institute
change
Illuminating
problem areas
through
discussion
bringing the
right people
together and
establishes
momentum
through
teamwork
work with the
group to build a
picture of
success
communicating
direction being
clear about
timescale and
letting people
know what part
they will be
playing
Empowering
those who have
been involved
in the creation
of the new
vision with key
tasks
The crunchy bit
- juggling lots of
different
projects and
initiatives
Encouraging
people to take
stock of where
they are, and
reflect on how
much has been
achieved
Offsite ScrumScrumFY15
CMO Proposal
Kapost Pilot
CMO Proposal
Workshops
Buddy System
Editorial Board
King Content
Scrum
Scrum Retrospective
Scrum Review

28. Agile Scrum Framework
28

29. Content Team 90 Day Work Streams
Workstream 1 - Newsroom Set Up
Workstream 2 - Agency Onboarding
Workstream 3 - Content Management System (CMS) Online
Workstream 4 - Content Hub Development
Workstream 5 - Templates & Best Practice Guides
Workstream 6 - Team Training & Development Program
Workstream 7 - Customer Insights

30. 30 Day Plan
• Sprint 1 - [15 Feb - 26 Feb]
• Sprint 2 - [29 Feb - 11 Mar]
60 Day Plan
• Sprint 3 - [14 Mar - 25 Mar]
• Sprint 4 - [28 Mar - 8 Apr]
90 Day Plan
• Sprint 5 - [11 Apr - 22 Apr]
• Sprint 6 - [25 Apr - 6 May]
Milestones
30
1st Editorial
Board
Meeting
Content
Strategy
Workshop
Our First
Content Out
TBD May
Customer
Insights &
Business
priorities
Publish
1st Editorial
Calendar
Newsroom
content hub
live
2nd March 23rd March 9th May
Storytelling
Workshops
15 April

31. At scale, a high functioning agile marketing organization
can run hundreds of campaigns simultaneously and
multiple ideas every week.
- McKinsey
“
Source: Agile Marketing: A Step-by-Step Guide. Edelman, Heller, Spittaels, Nov 2016).

32. Communicate
like a
Marketer

33. Don’t be lazy with internal communications
• People need to speak the same language
• Be consistent. Repetition required
• Use content marketing techniques

34. YOU NEED:
Great Marketing
Communicate the vision
Consider different learning styles
What content do they need to
motivate?
Get Started:
Stakeholder Interviews
Company meetings
Lunch and Learn [skills]

35. 35
Our highest priority is to satisfy
the customer through early and
continuous delivery
of useful and engaging content.
We welcome changing
requirements, even late
in development. Agile processes
harness change for
the customer's competitive
advantage.
Deliver content frequently, in a
continuous content development
cycle, with a digital first, country
first and always on mindset
Our ecosystems agency and
Cisco content teams
work together daily throughout
the project.
Build projects around motivated
individuals. Give them the
environment and support they
need, and trust them to get the
job done.
The most efficient and effective
method of conveying information
to and within a development
team is face-to-face conversation.
Engaging content is the primary
measure of progress.
Agile processes promote
sustainable content
development.
The content team should be able
to maintain a constant pace
indefinitely.
Continuous attention to ensuring
our customers are the heroes in
our storytelling and living our
brand values enhances our
agility.
Simplicity--the art of maximizing
the amount of work not done--is
essential.
The most innovative, engaging
content and creativity
emerge from self-organizing
teams.
At regular intervals, the team
reflects on how
to become more effective, then
tunes and adjusts
its behavior accordingly.
Our
Agile Team
Manifesto
Topics

36. Weekly Stakeholder Communication
What did we accomplish
What we will do in the next sprint [9 May - 20 May]
What obstacles are impeding our progress?
Content Champions Resources

37. YOU NEED:
Executive buy in
You need executive buy in
You need IT team buy in
You need sales buy in
And you’re going to need to find
some friendly fellow innovators
along the way
Get Started:
Search: “Getting Executive Buy
in” on Content Marketing Institute
Search: Kapost Blueprint of a
modern marketing campaign

38. @katrina_neal
“The people dimension of change: The most commonly cited reason for
project failure is problems with the people side of change”
Source: The Prosci ADKAR Model is a goal-oriented change management model to guide individual and organizational change.

39. @katrina_neal

40. @katrina_neal
https://www.16personalities.com/free-personality-test

41. @katrina_neal
?
?
??
?
www.16personalities.com
Explorers
Spontaneous| Think on Feet|
Masters | Brilliant in a Crisis | Can
be seen as risky
Analysts
Rational | Impartial | Strong
Willed | Strategic Thinkers | Can
ruffle feathers
Diplomats
Empathy| Diplomacy | Imaginative |
Brings Harmony | Tough decision
making
Sentinels
Highly Practical | Create Order | Like
Rules | Excellent Logisticians| Can be
inflexible

42. “Its not about the technology. Its about
people. People speaking the same
language. Consistently. Over a period of
time. With executives who have your back.
Supporting your evangelists as your
champions”
Katrina Neal
Content Marketing Evangelist
LinkedIn London

43. Get Ready: Key Takeaways
Think like a Publisher
Act like your CIO
Communicate like a Marketer