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Content Marketing: Rules of the Road
Rashish Pandey
Marketing Director, Asia Pacific
Cisco Systems
Why CM
Secrets to building compelling content
Building your content factory
Managing CM process
Measuring success
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Why Content Marketing?
67% of the customer’s
journey is now
done digitally
Source: Sirius Decisions, The Marketing Organization in 2017
57% of the purchase
decision is
complete before
a customer even
calls a supplier
67% of the customer’s
journey is now
done digitally
Source: Sirius Decisions, The Marketing Organization in 2017; Corporate Executive Board, The End
of Solution Sales
of customers
initiate the first
step in the buying
cycle, not sales
90%
use support forums
and technical
discussions to inform
the purchase decision
60%
of B2B buyers use
social media during the
purchase process (LinkedIn, Twitter, Facebook)
85%
Source: ITSMA/CFO 2013, How B2B Buyers Consume Information Study; Hubspot 2012; IDC 2012
EAG Buyer Experience Survey
of customers
initiate the first
step in the buying
cycle, not sales
90%
use support forums
and technical
discussions to inform
the purchase decision
60%
of B2B buyers use
social media during the
purchase process (LinkedIn, Twitter, Facebook)
85%
“Content is King”
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Secrets for creating compelling content
Secrets for creating compelling content
Relevance Persona Journey Compelling
Content
Is it meaningful?
Is it timely?
Is it informative?
Is it findable?
Is it inspiring, engaging or provocative?
Is there a clear call to action?
Secrets for creating compelling content
Relevance
Secrets for creating compelling content
Relevance
Secrets for creating compelling content
Persona
Secrets for creating compelling content
Journey
“There are no boring brands – only boring
content”
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Building your content factory
Building your content factory Feeding the beast
Source: Content marketing institute
Building your content factory Recruit an army
Digital
PR AR Social Media R&D Events Engineeri
ng Sales
Enablement
Internal Content Pipelines (to name just a few…)
Building your content factory Recruit an army
VOC
Cisco
Champions
Conversation
Brokers
Non-Cisco
Social
Non-Cisco
Media
Coverage
Non-Commissioned
Research Partners
External Content Pipelines
Building your content factory Create derivative content
1 information artifact creates 20 reusable pieces of content
• Infographic • Video interview • Webinar • Micro-blog • Podcast • Interview with
researcher • Facebook post • Web banner • Web article • Web App
• Assessment tool • Tweets • Slideshare • User Generated
content • Guest blog posts • Community forum • Case Study • Newsletter • Memes • eBook
Building your content factory Create derivative content
• Project message
views: 6710 (6.7x
increase vs. source
doc)
• Social CTR: 0.229%
(10x over expected
social CTR)
• Cost per view: $1.04
vs. $10 for source
paper (1/10th cost per
view)
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Managing CM Process
Managing CM Process Get Organized
Project plan – Track all activities and
metrics in one place. Make it a single source
of knowledge. Keep it updated.
Editorial calendar – Maintain a running
schedule of all content and promotions by
project.
Budget – Know how much you can spend.
Plan accordingly.
Managing CM Process Identifying the team
Creators Multipliers Packagers Distributors
Managing CM Process Identifying the team
Product/Solution
Managers
Marcom Content
Strategy
Social
Media
Web
Strategy
Social
Media
Marcom
Product/Solution
Managers
Web
Strategy
Social
Media
Content
Strategy
Social
Media
Content
Strategy
Product/Solution
Managers
Content
Vendor
Marcom
Managing CM Process Tips & Tricks
•Establish objectives, strategies, tactics. Follow a roadmap
•Don’t spend excessively to promote low-cost content. Be frugal
•Examples: Cisco “hero” carousels, content tiles, and native/embedded ads.
Leverage “free” promotions
•Promote content in a cadence of social posts to extend exposure.
Exploit “owned” social media
•Align plans with campaigns, launches, and other priorities. Keep your eyes open
•Look for “breaking news” & be prepared to respond Be agile
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Measuring Success
Revenue metrics
Lead Gen metrics
Sharing metrics
Consumption metrics
Measuring Success
How to measure success?
Consumption
Metrics
Basic Metrics
Campaign clicks
Unique visitors / Time spent
Page / Video views
Advanced Metrics
Social Listening
Content scoring
How to measure success?
Consumption
Metrics
How to measure success?
Sharing
Metrics
Metric Type
Likes
Shares
Tweets
Forwards
How to measure success?
Lead Gen
Metrics
Basic Metrics
Form Fills
Downloads
Subscriptions
Advanced Metrics
Conversion rates
Revenue Attribution
Learn how Cisco can help you navigate within the world of many
clouds.
Our Cloud Profile and
How to measure success?
Revenue
Metrics
Metrics
Online Sales
Offline sales attribution
How to measure success?
Revenue
Metrics
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In Summary
Why CM
Secrets to building compelling content
Building your content factory
Managing CM Process
Measuring success