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Mary Bradburne (@MaryBradburne) & Kirsten Chiala (@Kchiala)
Banking on Brand Journalism: How to Build a Content Marketing Program That Drives Business Objectives
Content Marketing Summit at LinkedIn
July 30, 2015
Mountain View, CA
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Share on Social: #RaganLinkedIn
Kirsten Chiala
@KChiala
Digital Content Lead
Mary Bradburne
@MaryBradburne
Social Media Strategy Lead
#RaganLinkedIn@MaryBradburne & @KChiala
The average American owns at least four digital devices and spends an
average of 60 hours per week consuming content across multiple screens.
- Nielsen U.S. Digital Consumer Report
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47% of smartphone owners use their phones to visit social networks every
day. They spend 86% of their time using apps versus the mobile web.
- Nielsen U.S. Digital Consumer Report
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“…the old-fashioned idea of aiming to own the customer's mind
is marketing arrogance.
Instead of message pushing, the message-engaging concept of
brand journalism is increasing in importance in this… always-on,
mobile era.”
- Larry Light, Advertising Age
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If you aren’t telling your story, who is?
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How to Build An Effective Brand Journalism Program
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Strategy Comes First
Define your company’s business objectives first, not your
communications objectives.
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Company Business Objectives
Marketing / Communications Business Objectives
• Profitability
• Customer First/Customer Service
• Retention
• Efficiency
• Growth
• Share of Voice
• Influencer Engagement
• Awareness
• Positive Buzz
• Brand Affinity
• Sales Qualified Lead
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Cisco’s Communications Agenda
Internet of Everything
4th Wave of the Internet
InnovationCisco as a disruptor of
markets
Fast ITLeading the evolution to
network-centric IT
Leadership
Choose Cisco for its people and
leaders
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Once your strategy is in place…
What is Brand Journalism?
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Know Your Audience
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What It Is What It’s Not
• Authentic, relevant storytelling
• Drives key messages
• Shapes the conversation
• Establishes a loose brand affiliation and often includes a call to action
• Heavily-branded marketing content
• A slogan, promotion or commercial
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Brand Journalism at Cisco
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Brand Journalism at Cisco
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Brand Journalism at Cisco
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Brand Journalism at Cisco
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Brand Journalism at Cisco
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Share your examples of Brand Journalism
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What corporate objective do you meet with that content?
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How To Build An Effective Team
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Content
• Content lead
• 1 ½ producers
• 1 videographer
• 1 graphic designer
• Cisco Writer’s Program:
• 15 global journalists
Social
• Strategy
• Community manager
• The Platform blog manager
• Social Media agency
Web
• Strategy and support (3+ contractors)
Cisco’s Integrated Team
Content Team
Social Team
Web Team
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Social Media
Communications Team
Cisco Writer’s Program
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A network of 15 journalists around the globe.
Traditional journalists create authentic, timely, non-branded content.
Cisco team vets stories to ensure alignment with corporate messages.
Daily Mail BusinessWeek New York Times Fortune
Cisco Writer’s Program‘Take, Share and Engage’
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How Can You Do This?
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1. Look around & connect
2. Educate on why brand journalism is important
3. Ask for content
4. Set regular meetings
Steps to Sourcing Stories
Content Team
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Let’s Build Your Content Team!
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Do an audit of your organization.
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Which 3 to 5 groups have great stories to share?
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How will you connect with them?
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Do an audit of your organization.
Which 3 to 5 groups have great stories to share?
How will you connect with them?
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How to Create Diverse Content Types by Platform & Audience
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Diverse Content at Cisco
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Diverse Content at Cisco
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Diverse Content at Cisco
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Diverse Content at Cisco
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Diverse Content at Cisco
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Diverse Content at Cisco
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Diverse Content at Cisco
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Make the Most of Stories with Serial Content
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How to Develop a Compelling Video
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“A minute of video is worth 1.8 million words.” - Forrester Research
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Boil Your Story Down to One Sentence
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Spend the Bulk of Your Budget on Quality Video
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Listen During the Interview
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Find Interesting Backdrops -No Conference Rooms!
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Use Animations or Graphics to Help IllustrateIf You’re Short on Compelling Video
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Amplifying Your Content on Social Media
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It’s imperative you know your social audience and voice, and tailor your social media tactics accordingly.
Social Strategy and Social Voice
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It’s imperative you know your social audience and voice, and tailor your social media tactics accordingly.
Social Strategy and Social Voice
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• Identify our ‘Evergreen’ list of influencers
• Target influencer engagement to drive thought-leadership with target audiences
• Watch for key content shared by influencers
Influencer Outreach
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How We Distribute and Amplify Content
• Write social copy with our audience in mind
• Build specialized graphics for key stories
• Publish all content across Cisco’s corporate social media properties
• Work with internal Cisco teams to amplify
• Work with employee ambassadors for sharing
• Conduct influencer outreach
• Consider paid support for key business content
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Collect metrics that reflect your key objectives.
• The Network
• Focus
• Channel growth
• Impressions
• Engagements
• Clicks
• Conversation
Measure What Matters
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‘Detected’ Case Study
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Make complex ideas easy to understand
Internet of Everything
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Source: “The Internet of Everything: A $19 Trillion Opportunity,” Cisco Consulting Services, 2014
Leveraging Data into
More Useful Information
for Decision Making
Data
Delivering the Right
Information to the Right
Person (or Machine) at
the Right Time
ProcessConnecting People
in More Relevant,
Valuable Ways
People
Physical Devices and
Objects Connected to the
Internet and Each Other for
Intelligent Decision Making
(IoT)
Things
Telling the ‘Internet of Everything’ Story
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Detected on Social Media
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Case Study: DetectedOne story. Many ways to tell it.
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Case Study: DetectedOne story. Many ways to tell it.
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Case Study: DetectedOne story. Many ways to tell it.
@MaryBradburne & @KChiala #RaganLinkedIn
Case Study: DetectedOne story. Many ways to tell it.
@MaryBradburne & @KChiala #RaganLinkedIn
1) Know your Business Objectives
2) Know Your Audience & Be Authentic
3) Take Risks
4) Target Key Influencers
5) Measure Your Results and Repeat
Top 5 Tips
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What will you start, stop and continue today?
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Questions?
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“The best marketing doesn’t feel like marketing.”
- Tom Fishburne
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