Content Marketing: How to Transition Your Storytelling

Arya MirManagement

Feb 1, 2012 (5 years and 7 months ago)

856 views

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

1

For Cisco Systems, Inc.

January 26, 2012

Rebecca
Lieb

Analyst

Content
Marketing: How to
Transition
Your Storytelling

2

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 #1

4


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
M
arketing

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

T
hree types of content marketing

1.
Entertains


IBM

2.
Informs and Educates


American Express

3.
Provides Utility
-

GE


© 2012 Altimeter Group

12

GE Transformers
iPad

app proves useful to
its engineer community

13

What Can Content Marketing Do?

© 2012 Altimeter Group

14

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

18

Image 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 #2

20


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

25

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 #3

28


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

32

What’s Your Story?

© 2012 Altimeter Group

33

Rebecca
Lieb

rebecca@altimetergroup.com

rebeccalieb.com
/blog

Twitter:
lieblink


THANK YOU