Content Marketing: How to Transition Storytelling

1. For Cisco Systems, Inc. January 26, 2012 Rebecca Lieb Analyst Content Marketing: How to Transition Your Storytelling

2. What is Content Marketing?

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.

4. Polling Question #1 Advertising: Is it “push” or “pull” messaging? Push Pull

5. Win the attention battle. © 2012 Altimeter Group

6. Three Types of Content Marketing Entertains Informs and Educates Provides Utility

7. Three types of content marketing Entertains – IBM Informs and Educates Provides Utility

8. IBM Mainframe: The Art of the Sale video series entertains consumers, spreads virally

9. Threetypes of content marketing Entertains – IBM Informs and Educates – American Express Provides Utility

10. AMEX leverages branded content to inform and educate with OPEN Forum

11. Threetypes of content marketing Entertains – IBM Informs and Educates – American Express Provides Utility - GE

12. GE Transformers iPad app proves useful to its engineer community

13. What Can Content Marketing Do?

14. Content marketing reinforces a brand by strengthening consumer engagement, awareness, brand power, purchase intent, sales and customer retention.

15. Good content is relevant, consumable and easy to find. © 2012 Altimeter Group

16. Cisco Content Marketing Strategy Explore Create Amplify Measure

17. Cisco Content Marketing Strategy Explore Create Amplify Measure

18. Image by randomcuriousity used with Attribution as directed by Creative Commons http://www.flickr.com/photos/randomcuriosity/3445573373/ Create: The Content Workflow

19. 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.

20. Polling Question #2 What’s the best keyword research tool? Web analytics logs Google or Bing keyword tools Wordtracker Conversations with customers/target audience All of the above

21. Step 2: Generate a Keyword List Free SEO services like Google AdWords’ Keyword Tool can aid in generating a robust and comprehensive keyword list.

22. 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.

23. Step 4: Draft a Brand Brief

24. Step 5: Solidify a Style Guide

25. Where are the stories? © 2012 Altimeter Group

26. Create: Purposes of Listening Thought leadership Product development Brandand/orproduct sentiment Keywords

27. Cisco Content Marketing Strategy Explore Create Amplify Measure

28. Polling Question #3 On average, which gets more clicks and engagement? An article/blog entry with images An article/blog entry without images

29. Content is like leftover turkey. © 2012 Altimeter Group

30. Amplify: Slice ‘n’ Dice For Greater Impact

31. 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

32. What’s Your Story?

33. THANK YOU Rebecca Lieb rebecca@altimetergroup.com rebeccalieb.com/blog Twitter: lieblink