DATE

Presenter Name

Title

Company

Content: Are you taking the right journey?

#WOMMASummit

Jennifer VoisardSenior Consultant@ComBlu

Heather AlterSenior Manager Digital and Social @Cisco

Cheryl TreleavenExecutive Vice President@ComBlu

#WOMMASummit

Content Along the Decision Journey

2

Today’s Agenda

What’s it take to pilot & scale a content journey

How Cisco applied it

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Provides insights into the most in-demand, influential content at the right time and in the right context, appropriate to the screen

Informs the content strategy and roadmap

Supports content decisions on what to create and in what format

Pilot first.• Gives you an opportunity to “test, learn and refine”

• Becomes a model for other BUs

• Facilitates alignment with multiple work streams

Why Take a Content Journey Approach?

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Content Journey Model

Build out personas

Content mapping

Use case scenarios

Take the journey

Diagnostics-to-action

plan

Continuous Stakeholder Engagement

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Situation Analysis

Where we were

Where we wanted to be

What we wanted to accomplish

How we get there

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Roles and interplay within the purchase process Care-abouts, content needs, key go-to sources and Digital, Social

and Mobile behaviors/preferences

1. Bring Your Targets to Life

Kicks off the formal purchase decision process to fulfill

business mission. Involved at a high level throughout the

process and “owns” final approval

Influences consideration set, evaluates potential solutions and recommends preferred technologies and vendors

Vets options in technical (peer) communities; helps

with planning

Catalyst for IT purchase, based on strategic business

requirements

VP (Functional)• Infrastructure• Operations• ArchitectDIR, IT

MGRs• Data Center

Functional Specialists

CEO

Translates business need to technology specs, developing a

consideration set and evaluating prospective solutions.

CIOReg CIOSVP/EVPVP, IT

CMO

LOBCFO

High-Level Technical Decision Maker (TDM)

Business Decision Maker (BDM)

Functional Technical Decision Maker (TDM)

Technical Influencer (TI)

Partners

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Align high-value content by journey point — owned, earned and third-party

2. Map Your Content

• Search• Vendor.com• Social

• Reports• Peer & expert

opinion• Tech info• Reviews• Business news• Case studies

• Business Case• Detailed product and

service information VOC

• Design and Implementation

• Conversion assets (pricing, calculators)

• Support• Training• Configuration

Pre-requirements Requirements Design Purchase Implementation

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Create representative purchase scenarios to guide a content journey

3. Develop Use Cases

Scenario 1: Equipment Turnover/Cyclicality

• Cisco customer has Data Center equipment hitting a “refresh” cycle

• Evaluate/upgrade existing infrastructure

• Position Data Center for future growth

Scenario 2: New Paradigm/Shift

• CIO attends Gartner Data Center Conference to learn more about Virtualization

• Short list on best Virtualization solutions

Scenario 3: Corporate Mandate

• CEO mandates reduction in OPEX by X% in four years

• Analyze current infrastructure and propose solutions to hit cost-cutting targets

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Letting the use case scenarios be your guide, follow the content path from awareness to purchase – both ON and OFF property.

Be the customer!

4. Take the Journey!

Personas Content Map Use Case Scenarios

Consideration Preference PurchaseAwareness

CIO passes info to the TDM wanting a short list of vendors.

TDM wants to understand implications on overall infrastructure and who has been successful in previous deployments.

CIO needs information about unifying infrastructure and data center needs. She attends some conferences including the Gartner Data Center Conference and the session: The Virtualization Scenario: Convergence of Everything.

Post-conference research with search and on go-to sites

TDM hands off his findings and direction to his TIs for detailed

analysis.

TI starts at go-to sites, social networks and community support pages and culls list based on reported negative/positive experiences.

Wants to understand implications that affect them since they ultimately have to implement.

TI provides TDM detailed product comparison matrix of top companies in rank order.

TDM models options. Compares pricing and timeline

with CIO.

10

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Audit your content against key filters and decision points Use as diagnostics tool for planning

5. Audit and Diagnose

Strengths and Gaps

CIOM

TDM TI PartnerAwareness

Consideration

Preference

Purchase

Post-Purchase

Filters Findings

Content Evaluation

• Relevance to persona

• Type

• Maturity (date)

• Accessibility

• Visibility

Decision Point

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Opportunities to improve the experience at the “middle of the funnel”

Create Action Plan

SearchUser experienceProduct teams

Social & CommunityPR

Analyst relations

Community Advocacy

Product teams

Short-term Mid-term Long-term• Make preference content

easier to find• Cull the volume to most

in-demand content • Clean up issues with

redirects, search and nav

• Acquire/curate/promote more third-party content

• Refresh links and/or content with analysts, reviewers, partners

• Increase visibility of VOC

• Activate more advocates as voice in the cloud

• Create new content to fill remaining gaps

Collaborate with aligned workstreams

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Multiple stakeholders and key inputs into content strategy and execution Socializing along the way is key to ongoing relevance and application

6. Continuous Socialization

UX Search

Verticals

Digital Social Mobile

Product

Community

Partners

Analyst Rel. Public Rel.

Sales

Search Engine AnalystsTech & news sites

MarCom

Global

Reviews

VOCAdvocates

Content

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A journey-led approach helps you provide a better, more relevant content experience for those you most want to reach and engage

Keep your customers first!

Know your audience, their content needs and how they move through the decision journey

Be empathetic; assess your current content experience by persona and by decision point

Look beyond the “four walls” and go off-property—your target sure is

Be brutally honest about what works, what doesn’t and what we need to do to improve

Make a plan and work the plan to make it happen

Refine and scale

Key Takeaways/Review

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Questions?

Jennifer VoisardSenior Consultant@ComBlu

Heather AlterSenior Manager Digital and Social @Cisco

Cheryl TreleavenExecutive Vice President@ComBlu

Learn more and download our ebooks at ComBlu.com!