The document discusses the necessary steps for a B2B organization to transition from product marketing to content marketing, emphasizing the importance of executive and team buy-in, change management, and adapting to the evolving customer journey. It outlines roles, responsibilities, and an agile marketing framework, as well as the critical need for effective internal communication and a clear vision. Key takeaways include the necessity of collaboration, understanding that technology alone is insufficient, and the recognition that the transformation process is gradual and requires ongoing effort.

1. Marketing Transformation:
Get READY
Katrina Neal
Content Marketing Evangelist
LinkedIn London

2. Hello
1
How to get your B2B organization READY to transform from
Product Marketing to Content Marketing
2 Change Management mistakes not to make

5. You think
you can do it
alone

6. 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
@katrina_neal

7. Headcount Budget
Customer
Journey
Organisation
Challenges
Why are we doing this?
@katrina_neal

8. The customer journey has changed.
68% of people share content to give others a better sense of who they are and what they care about. – New York Times 2014
Source: NewsCred@katrina_neal

9. The content journey is the customer journey

10. Buyers aren’t listening to interruption-based messages anymore

11. We all choose
what matters to us.
We follow, like, subscribe and
recommend only the things we
really care about.

12. Has Marketing Really Changed?

13. Are the right people engaging with our content?

14. Is our content driving the business forward?

15. Without newsroom teams, we’ve been unable to
consistently drive valuable messaging to target
customers
Portfolio Marketing
“product selfie”
Corporate
Communications
“amplification”
Regional Field
Marketing
“rebellion” Value“lost”
?
?
?
?
?
?
?
=
Execution today …
@katrina_neal

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

17. ValueInstant content
Effectiveness reporting
=Content
Marketing Distribute
Cisco
Newsroom Organise
 Calendar
Content Pillar
Companion Asset
Editorial
Board Align
“Customer Themes”
WITH newsroom teams, we can accelerate true
content marketing = $ for Cisco
@katrina_neal

18. 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
@katrina_neal

19. The Editorial Board Hero's
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_neal

20. 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
@katrina_neal

21. Headcount Budget
Customer
Journey
Organisation
Challenges
What are YOUR triggers?
@katrina_neal

22. What are YOUR triggers?
Objectives
1) Discuss in groups of five what are the common
themes in your organisation?
2) Why do you think content marketing can solve
these issues?
3) Present back to the group
Managing
Change
@katrina_neal

23. You think
technology is
your answer

24. 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
It seemed we were set and so we began our
pilot….
Content
Planning
Content
Production
Content
Metrics
@katrina_neal

25. 25
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
@katrina_neal

26. You need a change management plan

27. 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:
• http://www.contentmarketinguniversity.com/
• http://resources.kapost.com/content-marketing-
workflow
@katrina_neal

28. 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=+ + + +

29. Reflection:
what will YOUR change framework look like?
Self Study:
1) What is your content marketing vision statement?
2) What will your content marketing skills curriculum look like?
3) What incentives will you provide for stakeholders?
4) What resources will you need?
5) What will your action plan take?

30. You think
change is a
sprint not a
marathon

31. Isaac Cordal - Politicians Discussing Global Warming, 2011, Berlin, Germany, installation view

32. 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
@katrina_neal

33. 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
@katrina_neal

34. Our Agile Scrum framework
34@katrina_neal

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
@katrina_neal

36. 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
36
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
@katrina_neal

37. You forget your
internal
marketing

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

39. YOU NEED:
Great marketing
1. Communicate the vision
2. Consider different learning styles
3. What content do they need to
motivate?
Get Started:
• Stakeholder Interviews
• Company meetings
• Lunch and Learn [skills]
@katrina_neal

40. 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
@katrina_neal

41. 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
@katrina_neal

42. @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.

43. @katrina_neal @katrina_neal

44. @katrina_neal
Know you stakeholders

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

46. @katrina_neal
Rational | Impartial | Strong Willed | Strategic Thinkers | Can ruffle feathers
www.16personalities.com

47. @katrina_neal
Empathy| Diplomacy | Imaginative | Brings Harmony | Can find it hard to make decisions
www.16personalities.com

48. @katrina_neal
Highly Practical| Create Order | Rules | Excellent Logisticians| Can be inflexible
www.16personalities.com

49. @katrina_neal
Spontaneous| Think on Feet| Masters | Brilliant in a Crisis | Can be seen as risky
www.16personalities.com

50. @katrina_neal
ENTP “The Debater”
Smart and curious thinkers who cannot resist
an intellectual challenge.
@katrina_neal

51. @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

52. How will YOU get ready?
www.16personalities.com

53. “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

54. Key Takeaways
1.You can’t do this alone
2.Don’t think technology is your answer
3.It’s a marathon (of lots of little sprints)
4.Don’t forget your internal marketing
5.Consider the diverse needs of people
@katrina_neal

55. Q&A

56. Marketing Transformation:
Get READY
Katrina Neal
Content Marketing Evangelist
LinkedIn London