content marketing rules of the road for b2b organizations

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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

3

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