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Speech/webinar delivered to Cisco's marketing staff on 1-26-12
Citation preview
1
For Cisco Systems, Inc.January 26, 2012
Rebecca LiebAnalyst
Content Marketing: How to Transition Your Storytelling
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What is Content Marketing?
© 2012 Altimeter Group
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
Polling Question #14
Advertising: Is it “push” or “pull” messaging?
a. Push
b. Pull
© 2012 Altimeter Group© 2012 Altimeter Group
Win the attention battle.
© 2012 Altimeter Group
Three Types of Content Marketing
1. Entertains
2. Informs and Educates
3. Provides Utility
© 2012 Altimeter Group
Three types of content marketing
1. Entertains – IBM
2. Informs and Educates
3. Provides Utility
© 2012 Altimeter Group
IBM Mainframe: The Art of the Sale video series entertains consumers, spreads virally
© 2012 Altimeter Group
Three types of content marketing
1. Entertains – IBM
2. Informs and Educates – American Express
3. Provides Utility
© 2012 Altimeter Group
AMEX leverages branded content to inform and educate with OPEN Forum
© 2012 Altimeter Group
Three types of content marketing
1. Entertains – IBM
2. Informs and Educates – American Express
3. Provides Utility - GE
© 2012 Altimeter Group
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GE Transformers iPad app proves useful to its engineer community
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What Can Content Marketing Do?
© 2012 Altimeter Group
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Content marketing reinforces a brand by strengthening consumer engagement, awareness, brand power, purchase intent,
sales and customer retention.
© 2012 Altimeter Group© 2012 Altimeter Group
Good content is relevant, consumable and easy to find.
© 2012 Altimeter Group
Cisco Content Marketing Strategy
1. Explore
2. Create
3. Amplify
4. Measure
© 2012 Altimeter Group
Cisco Content Marketing Strategy
1. Explore
2. Create
3. Amplify
4. Measure
© 2012 Altimeter Group
18Image by randomcuriousity used with Attribution as directed by Creative Commons
http://www.flickr.com/photos/randomcuriosity/3445573373/
Create: The Content Workflow
© 2012 Altimeter Group
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
Polling Question #220
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
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
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
Step 4: Draft a Brand Brief
© 2012 Altimeter Group
Step 5: Solidify a Style Guide
© 2012 Altimeter Group
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Where are the stories?
© 2012 Altimeter Group
© 2012 Altimeter Group
Create: Purposes of Listening
Thought leadership
Product development
Brand and/or product sentiment
Keywords
© 2012 Altimeter Group
Cisco Content Marketing Strategy
1. Explore
2. Create
3. Amplify
4. Measure
© 2012 Altimeter Group
Polling Question #328
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© 2012 Altimeter Group
Content is like leftover turkey.
© 2012 Altimeter Group
Amplify: Slice ‘n’ Dice For Greater Impact
Speech
PowerPoint Deck on Slideshare
Video Speech
on YouTube
Transcribe for Blog
Post
Extract Charts and Infographics
Turn Into a Whitepaper,
eBook or Column
Create a Webinar
or Training
© 2012 Altimeter Group
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
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What’s Your Story?
© 2012 Altimeter Group
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Rebecca [email protected]
m
rebeccalieb.com/blog
Twitter: lieblink
THANK YOU